Several years ago, when Huang Chunman moves his company-- Bright Spring Trading Ltd. from Anhai to Shantou, fewer than 10 employees work there. But now it has become a business with good scale.

Toy showroom of Chenghai-based Bright Spring Trading Ltd. impresses visitors strongly. It is in such a good scale and excellent management. Huang tells TOY INDUSTRY that, currently, the company sees over 200 employees, owning extensive distribution at home and abroad. It is toy vendor for several supermarkets in domestic, including Carrefour and Auchan. In overseas, Middle East is a major destination.

Huang’s business management can be interpreted as “updated”. He has high recognition on the following thoughts—“out way is determined by idea”, and “success is determined by minutia”.

Take the lead in tapping into domestic market

“Out way is determined by idea” is essence of Shenzhen, the special economic region, in years of development. Reviewing his own works, Huang is deeply impressed by this.

Eight years ago, or 1999, Bright Spring was founded in Anhai, Fujian. In those days, it was only a small toy trading company. In order to make close cooperation with toy makers, Huang moved his headquarter to Chenghai district in Shantou, Guangdong.

At first, “we have only about 8 people working there. We rent an office of about 300 square meters to show our toys and do routine business,” Huang says. But now, it has evolved into a company with variety, including business of toys, gifts, arts and crafts. Bright Spring is now a significant toy vendor for Carrefour, RT-Mart, Auchan, Lotus, Vangurad, Trust-Mart and Wu Mart. Its good achievement is based on the key decision made in due time: when a majority of trading companies emphasizes overseas market, Bright Spring never ignores domestic market.

Export ran well in the year of 2002, but Huang advanced the idea of attaching equal importance to foreign and domestic markets. In fact, domestic toy market at that time was under-developed and lots of toy companies were not willing to get involved easily.

“Why I want to expand domestic market? China has a large population of 1.3 billion and as people’s living standard keeps improving, it will be a large consumption market,” Huang says.

In order to make smooth goods-delivery, Bright Spring has set up branch office in Beijing, Shenyang, Qingdao, Hangzhou, Shenzhen, Chengdu and Urumchi, which are wove into a huge sales network. It has laid down a solid foundation for it to become the vendor for famous supermarket in China.

Partner in good faith

Similarly, “success is determined by minutia” is also widely said among traders and business owners. Huang believes in such a saying as well.

“My operation notion is ‘honest, responsible, practical and innovative’. It is not only a mere slogan. It is in my actual work. ” Huang says.

At the end of 1990s, Huang broke through conventional approaches. He directly connected with clients, instead of foreign firm. He adopted cash, or L/C as method of payment. By these means, middle sectors and expense were reduced. Clients, factories and his companies could all get respective profit.

Considering this, clients have high recognition on Bright Spring. What satisfy clients most is Huang’s active response when problems appear. Practical business style brings in good fame for Bright Spring. Not only having good cooperation with the company, lots of its clients are willing to introduce it to others.

Heartfelt cooperation propels development. Lots of toy makers become strategic partners with Bright Spring, for Huang not only sell their products, but also assist new item development.

Contemporary trading should have contemporary promotion

China is the biggest toy producer in the world, but it makes few renowned brands. Though China has lots of toy traders, still few can become namable one. A great number of factors lie here. However, lack of publicity consciousness and know-how on promotion might be considered critical.

Huang is now trying to change the fact. He spends huge manpower and materials resources to construct a toy showroom that covering an area of over 10,000 sqm. It is one of his measures.

Ten of thousands of toys, gifts, arts and crafts are displayed here, a majority of which is from Fujian and Guangdong, Huang tells TOY INDSUTRY. Advanced toy softwares system is adopted in the showroom, by which all kids of samples are arranged in good order.

Selecting professional PR unit that carries weight is Bright Spring’s powerful instrument. China has a huge toy industry, but it has not so many professional media group. Fostering of toy trading brand is different with that of toy products. You must widely spread your name if you want to establish your own image. “With the publicity of professional media, I hope more makers acquaint themselves with our practical style in work. I expect that they can visit our company to have a business talk,” Huang says.

Afterwards, Bring Spring will pursue the cooperation with animation and comics, and develop original brand, Huang tells TOY INDUSTRY that. To his opinion, currently China see not so many successful original brand so it is necessary to develop products with our own features, by the help of foreign brands’ experience. He expresses his expectation on TOY INDUSTRY for more coverage and promotion on domestic brands.