When I have an interview with Zheng Zhiwu, general manger of Changsha Zhiyuan Toys, situated in Hunan, it is found to be an enterprising unit with standardized management.

Said in a frank and straight way, Zheng tells TOY INDUSTRY that, why Zhiyuan is firm on its legs among keen market competition relies on its management and service. Presently, the company is marching towards a high-quality brand in toy sales realm.

Modern management perfect distribution channel

Just like lots of excellent regional dealers, Zheng’s company boats a perfect distribution channel. He tells TOY INDUSTRY that, Zhiyuan has exceeding 100 employees, running over 10,000 kinds of toys. Focusing on Changsha, products are widely spread although the province and periphery cities outside Hunan.

Retailing terminal such as department stores and supermarket becoming center of consumption with each passing day is among one of the remarked trait of contemporary business distribution channel. In view of this, Zheng pays special attention the take hold of supermarkets.

Key supermarkets in Changsha include Bubugao, Joindoor, A.Best, Carrefour, Trust-Mart, Xinlianxin, Jiahui, etc. With years of efforts, Zheng has developed good relationship with these stores and became toy venders for them. For this moment, his toys can bee found in 60 stores with area over 10,000 skm, and 200 smaller ones.

Besides faithful operation of Zhiyuan, why the company is favored by various stores can be owed to the company’s management in standard and scientific way, such as in logistics works.

Zhiyuan frequently makes supply every day, coming with fussy procedure. But Zheng handles all these in an easy way. The know-how is standardized and systematic administration, indicates Zheng. In fact, all business transaction and financial management are operated by the aid of data base in computer currently. Meanwhile, with specific division of work, managers for all departments advert to their own business. In his routine work, Zheng only sees into overall situation, neglecting minor one.

The key to remain invincible among keener market competition is corporative management. It is not a business of setting up a pure system. Instead, corporate culture that gets wide recognition is critical. The homepage of Zhiyuan aims not only to offer a platform for clients to make order, but also to publicize management concept, service principle, corporative culture and employees rules. Under social supervision, it tries to make people relate Zhiyuan to high quality of service.

Frequently renewed product mix advances competitiveness

How to maintain one’s competitive edge among keen competition in large stores? Zheng renders it to frequent product renewal and good-scale operation.

With profound knowledge on market, Zheng believes that, Changsha has not see complete structure with respective traits, and merchants trend to sell what is already in brisk sales, who are in lack of the power to lead consumption. Products with strong commercial campaign and promotion event would flourish in short time, but soon cool down.

Zheng has his countermeasures against it.

Firstly, with the advantages on resource and service, Zhiyuan can get supply form maker promptly and launch it in Changsha market. What’s more important, abundant categories are available for consumers to choose.

Secondly, only when a toy is received by consumers for its quality, price and reputation, could the line continue to sell briskly in long term, Zheng holds. Therefore, brand toy makers shoulder the responsibility, which emphasize cultivation of market and long-term development of a product.

“I greatly appreciate the support from brand toy makers, such like Lindo, Dove, Woma, Huan Qi, Little White Dragon, Hexin, Dbolo. They are faithful suppliers that make strong support behind us with abundant good stock, "  notes Zheng.

Operation in good faith, management with standard and service in high quality win good reputation and increasingly more clients for Zhiyuan. Zheng feels contented that, a number of new purchasers are introduced by his frequent visitors.

Brand influence breed with painstaking effort brings in growing amount of clients, as well as greater market shares. Lots of makers take their ease when inviting Zhiyuan to be their dealer.

Maintaining long-views

Lately adjusted policy on processing trade makes export a tougher business. It spurs toy makers to retarget at domestic market, who has always aimed at overseas sales. Competition in the near future will get no doubt keener.

“It might be good.” Zheng says, “Since greater competition will come with greater influence. We are convinced that we can polish our brand name with high-quality service. And with our good faith, we will gain more clients and wider market. ”

“Only with good service could you create greater value. Besides products, customers get valuable service her. We apply the same to supplier. ” Zheng adds.

Economists always stress the power of brand, which is a sharp weapon for development. Zheng, along with his company, is a good proof. It is also an effective route for dealer towards rapid growth.