TOY INDUSTRY sees a new column from this year. Hot Topic is warmly received by readers. Last issue we preview the theme of “What’s the know-how for toy promotion”, which has aroused readers and writers’ suggestion and contribution.
In view of the topic’s practical use, the same topic will be developed in two issues. In the first one, we will read about writer’s experience and his idea in marketing and promotion from at macro aspect. The next issue will cover the in-store layout and promotion event.
At appropriate time, to use a qualified person to sell the right toy in right place, with reasonable cost: it might be the key for successful toy business. So far as new brand that is tapping into domestic market, let me talk about my opinion. It might be the so-called “know-how” for those who are distributing their products in department stores.
Don’ts
• Rush to enter the market without aim or market survey; programme all-round sales in short time; confront famous global competitors strictly.
China’s toy market sees limited capacity and growing span at present. Toy companies reap respective profit according to their products and marketing strategy. When a company is launching a new brand in domestic market, it should have clear definition on products and target consumers. Strategy can be arranged for long-term goal, but tactic should be particular, stable and practical. Comparably, it is easier to be success if one aims at blank of selling place. Directly compete with global brands is never the best way.
• Ignore establishing or training your sales team; Rely too much on senior officials you lure from other successful companies.
Employing senior executives from successful companies to your group might have its merit point. However, if the new comer fail to harmonize himself with your company, it is hard to do good business in marketing. If you dedicate yourself to make your brand known in domestic China, you must spend a good time and effort to cultivate your core team.
• Try to manage everything in your business, no matter it is significant or minutia；Issue and rescind an order frequently.
When a new company turns to domestic business, president might often pay close attention to everything, or even make direct command. But present toy market has intensive cultivation, which requires you to go all out for it. Your company must be professional. Idea is not the only chip and comprehensive marketing power, competitive products, attractive campaign and commercials, smooth distribution channel and reasonable expense and administration are all factors that determine your success. Therefore, if the executive of toy company does not have enough energy, never attach equal attention to everything.
Dos
• Distribute your products quickly after commercials and campaign are launched.
Collect your publicity with your sales channel. If you have not smoothened your channel, never rely on commercials and campaign for promotion. Carry out it in an effective way. For instance, if your network is set in Guangdong, do not go off the deep end to publicize your products in national media.
• Renew your product lines frequently.
Life circle of toy has been shortened to less than a dozen months. Slow development will affect sales and prospect of your company. Compared with adults, kids’ interest is always changing. It’s necessary to launch new products in a moderate speed.
•Provide convenient distribution and service in time.
Each company must ponder upon its logistic system, which should be well-constructed according to different time and region. Pay enough attention to service. Although there is not so much after-service right now in toy business, consumers’ affair is highly concerned by society and media, which allow no ignorance.
Notice these
• Pay attention to national regulation and policy.
It is a must for domestic sellers to get 3C certificates. Quality and product label must tally with related national standard.
• You must acquaint yourself with diversity of domestic market. If it is not powerful global brand, I suggest you not to expand too many sales locations. Remember, quality is important than quantity.
When beginning to tap into domestic market, it is better to select a city or region for trial sales. After you have accumulated your experience and gotten a strong team, your business can gear up gradually. Analyse your product and target consumers at first and never march into all department stores and supermarkets with no definite aim.
• If your products are not famous brand in the world, you must select and train your sales staff.
Staff stationed abroad must be well-trained. Never dispatch those without passing your exam. When competing with famous brand, you must bring your elite into full play. Though it comes with higher cost, only good sales and capable staff can aid you to reap more market shares and enhance brand influence.
• Be attentive to payment for goods and its time limit; Take notice of changes in channel and craft brothers’ status; Never ignore movies, TV program and animation series.
Spot transaction is a best choice for agent. You must pay attention to risk on product layout. At present, department stores and supermarkets trend to be stronger, demanding greater cost for distribution there, so vendors must have corresponding scale and power. Products in wholesales market might considered as a vane for trend. At the same time, you must keep an eye on market policy in toy realm and adjustment of products. Movies, TV program and animation series will dominate sales of licensed toys in stores.
“Details determine success”, "the one who get his channel would triumph ”, “speed brings in victory” … these different ideas realize many companies’ success these years. Toy companies would survive quality and cost wrestle in 2008. A golden era with integrated resource, innovative technique, growing animation and comics business and original brands is just ahead of us.
Writer’ Bio:
Sales staff of a Dongguan-based toy maker, with years of experience in toy business. The above article covers his comprehension on department stores in Shanghai, Beijing and other metropolis.
|