The reporter got information from the meeting of toy dealers from abroad and within the country which is held in Qingyuan from Dec, 15th, 2007 to 18th that the Auldey has excessively fulfilled its annual scheme of 450 million RMB in home market. Its sale in domestic and oversea market rises 50% and 35% respectively. At the meeting, the dealers analyzed and summarized the situation, shared the experience of success and specially hired well-known consultation organization within the country to give a train on marketing to the Auldey employees and dealers. In this way, the selling amount in 2008 will be promoted and increased and the selling target of 750 million RMB will be achieved.
Achievement, a new height in record
2007 is a year when Auldey achieves the biggest selling amount in domestic market during the past 14 years since it started. The planning and promotion of the Blazing Teens YOYO is the masterpiece of this year and the selling situation has achieved a big success. In the 4 months of the second half year, the sale is 150 million RMB which rises by 156% as to the former plan. The whole line products have exceedingly fulfilled the annual target of 450 million RMB and the intending sale of the whole year may be up to 480 million. In the past year, the provinces in which Auldey sale had distinguished rises included: Hainan, Yunnan, Guangdong, Zhejiang, Fujian, Henan, Hubei, Heilongjiang, Liaoning and so on. Statistics shows that the rises in Hainan and Yunnan are the quickest and they are 169% and 173% respectively. Especially in Hainan, in the past the sale was only several hundred thousands RMB in the whole year. But in 2007, just from January to November, the sale has achieved 295 million RMB. A dealer from Liaoning province has done a deal of 2 million RMB on the ground of only 1 million dwellers. When analyzing and summarizing on the achievements, Hu Yong, marketing director of domestic affair, points out that the key point of channel establishment is implementation. The achievement of Auldey made has fully proved the fruit of focusing on the channel administration.
At the meeting, the head of Guangdong Alpha Animation and Culture Co. Ltd. Cai Dongqing said pleasantly: “This year is a harvest year and also a progressed year. The reasons are: First, the annual target has been fulfilled exceedingly. Secondly, the success of Blazing Teens illustrates our ability of creating happiness and guiding fashion. What’s more, Blazing Teens has also got good achievements in oversea market. The markets in Taiwan, Philippine, India and Malaysia are very hot and the yoyo cyclone has swept rapidly in the local places. It changed the history and let ‘made in China’ turn to ‘created in China’. The third is that Auby, the little baby, has grown to the most outstanding one among the baby brands in China just in more than one year’s time. The forth is that the sale in Liaoning, Heilongjiang, Yunnan, Hainan and so on areas has rises rapidly and shortens the distance between the developed areas. This is just what our whole team hopes. The fifth is that the quality of the team has distinguishingly rises. A team which is good at thinking and innovating and owns battle effectiveness has already formed.” His speech wins warmly applauses.
Practice, surpassing oneself
“The topic of the meeting this year is higher, quicker and stronger. To achieve this, we must attach importance to studying and developing and professionally practice to surpass ourselves.” Hu Yong said. “We are the leaders of Chinese toy industry. We are experts of this industry with rich experience in reality and acuity in marketing. However, just these experiences become the holdbacks that obstruct our way of widening our eye side. The market circumstance we are located in makes us satisfy with what we are now and be lack of the consciousness of suffering…… We are lack of professional spirit. The competition in the future toy market will be more drastic with the entry of abroad brands and the follow of domestic brands. To fulfill our target, we must have the up-and-coming spirit and a marketing team with strong battle effectiveness.”
Just as before, the meeting this year uses two days to employ professional organization to train the staff and dealers on the ability of channel establishment. Although Auldey now owns a network of 15000 school shops, it still need try best to do well in the channel establishment and improve the ability to achieve the rapid increase in sale. Hu Yong said that the channel establishment was still the main direction for ability increase of Auldey in the future. The importance is fixing the branch dealers and supporting terminals.
At the meeting, many participants share their experience of success in channel establishment and market promotion with the present dealers. They are Zhang Qinglin from Henan, He Bo from Shenzhen, Zhao Bo from Ha Erbin, Zhang Xuefeng from Liaoning, Huang Cixing from Malaysia and Riyaz from India.
He Bo is dealer from Shenzhen who does fast consumables before. Last year, he joins in and cooperates with Auldey. In order to do well in Auldey toys, he has done a mass of investigations in the main consumers in the local toy retail market. Through these investigations, he knows what kinds of people usually buy toys and how much the expense is. He analyzes the law of it through the statistics and regards the law as the basis of decision-making. Facing the unfavorable marketing circumstance in Shenzhen where there is not much market accumulation, the brand effect of toys is not strong enough and mimic products are popular, he makes several millions sale using special marketing strategy and practical working style in the limited channel space.
The future, animation and comics leads
Auldey is no longer a simplex toy company but a multi-marketing enterprise with toy exploiting, producing, selling, animation and comics making and books publishing. The establishment of Guangdong Alpha Animation and Culture Co. Ltd. means the transformation of Auldey’s marketing strategy.
At the meeting, animated and comic images are seen everywhere. Disney, Hongmao and Lantu, Pig Knight, Steel Rescue Team and Auldey’s self-created Combat King EX and so on relative products attract lots of dealers’ interests. At the meeting, three cartoons series are played and the marketing manager and product manager introduces the product plan and marketing strategy respectively. Besides internet advertisement and promotion events, Auldey products this year see new promotion ways like magazines and VCDs. Though the participants of videos, books and activities, it will guide consumption and drive the increase of toy selling. According to the introduction of the sales manager Cai Zhaozhan, in the sale of 2007, the products that drove by animation and comics share more than 70%.
What is Auldey’s future developing thought and target? Cai Dongqing said that in the future five years, we had two targets. The first is to become the top of Chinese toy industry and try best to be within the strongest 5 toy industries of the world. The second is to upgrade the toy enterprise to animation and comics industry. Regard animation and comics as the core and try best to do well in service, support the development of the toy companies and relative industries to create a most valuable brand in industry extending in China.
He said that we would become a world famous brand. This brand and this career belong to all of us. Innovation is the guider and win-win is the result. They are our basis of realizing our targets.
At the meeting, the principal of Auldey talks about the concept of benefit community of manufacturers and dealers many times. As long as the integrity of the manufacturers and dealers is done, the dream in their heart could be better realized. |