When trade barrier for key toy market in Europe and US get greater increasingly, RMB breaches the psychological mark of 7, price raw material keeps rising and domestic 3C system on toy takes further effect, the year of 2008 imposes fiery trial against toy industry. How could we respond to the environment?
The 20th session of Guangdong Int’l Toys and Gifts Fair, along with the first Guangzhou Int’l Model Technology Fair has officially been held from May 4 to 6, 2008 in Guangzhou Jinhan Exhibition Centre. The show praised as the “vane for China’s toy industry” seems to reveal us an answer—CREATIVE.
Overall impression: historical-large show
Situated at Guangdong-- the largest toy production and export base in the world, with 20 years of persistent and rapid development, the Fair sees new idea and new development in each year. It has gained high recognition by the whole industry and is exalted to a new stage.
It is known that, Welcomed by the whole industry, the 20th session recorded a historical-large scale this year. All booths had been registered one and half month before the opening of Guangzhou Toy Fair. In fact, exceeding 50 companies, or 100 estimated booths, failed to participate in the show. An area of totally 19,000 sqm housed 417 exhibitors—10 percent growth against that of last year. It registered the large-ever scale after it was established. Claiming for large area, lots of companies invest great money to demonstrate their products with luxury premier booth decoration. These booths continue to have strong attraction to eyes. As a highly developed show with professional and practical style, Guangzhou Toy Fair has drawn large quantity of overseas and domestic buyers. Statistic shows that, exceeding 13,000 professional attendees visited the fair, who are from 31 provinces, cities and autonomous regions of China. Additionally, global purchaser groups from Toys R Us, Auchan, King Jouet and Theora Design came for sourcing as well.
A random survey told that international buyers were also very satisfied with organization of the fair and their purchasing harvest. Stephane Le Martret, Chief Operating Officer of King Jouet, France’s famous chain retailer of toy, said that it was his first time to Guangzhou Toy Fair. He believed it’s very professional and a large show. He successfully found many partners with clear intention of cooperation, such as Lung Cheong International Holdings Limited, Eastcolight (Hong Kong) Limited and so on, products of whom are in abundant categories as well as perfect quality. The products of these enterprises are very suitable for his company business positioning.
Two themed meetings-- Overseas Buyers Toy Purchasing Meeting as well as Animation and Comics Licensing Show were added during the business days of fair. Supporter invited Toys R Us and Auchan to present themselves in meeting for face-to-face communication and negotiation with toy enterprises. In fact, the meeting had remarkable achievement. Attendees considered it a valuable opportunity for them to touch these famous overseas buyers, and knew their cooperation procedure and related requirement. It was considerably helpful to them.
Product: old face with new notion
When you are skimming through exhibits these years, you might think there is no great difference with previous years. However, when you read carefully, you will discover lots of new notion out of “old face”.
In a booth that was decorated as a prehistorical world, a naughty dinosaur made the crowd to burst in a laugher with its emotional face. According to staff of the company, this new generation interactive pet, PLEO, had get further in development in science. Besides basic action like walking, roaring and swaying, PLEO features unique ability. Its intelligence could grow as time goes by and experience accumulated, until it gains the same intelligence as 8-year-old kid. Moreover, according to different treatment and training pattern, it would develop different characterizes. Anyway, each PLEO would be the one and the only.
Including Beijing Kayee Toy, Guangzhou Jintao Trading and Weihai Lion Toy, plush makers demonstrated their sharp products in striking booths. On the contrary, booth of Yangzhou Haohaoai Toys might be considered somewhat rough. However, I failed to take my eyes out of it. Rabbits, cows, monkey, cocks…all changed into huggable dolls with elaborate design. Ding Jinyi, manager of Haohaoai, told TOY INDUSTRY that, the animal symbols for Chinese calendar came with totally 78 items. “We situated in a well-known town for plush toys, where plush and stuffed toys are extremely common playthings. Only when we have produced unique idea, can we stand out among keen completion,” Ding said. “We give a theme of ‘accompanying you and loving you, we’ll never leave you’. And we have applied for patent. No matter you are lovers, mother and kid, or friends, you can express your passion for each other by this line. ”
“We join in the fair for its fame. Our samples are produced in over-time works and the booth might be in poor decoration. But we surprisingly see good results. Lots of distributors show great interest on it for they think it has promising market future. ”
Outdoor amusement playsets exhibits are grouped up by large amount of makers, including Yonglang, Huaxia, Qianli, Qishehua, KCB PLAY, Yucai, Beiwang, Hualong, Tongnianzhijia, Jiaqishi, Miqimiao and Yangguang Baobei. Jiaqishi, situated in Yongjia county of Zhejiang, used “family game“ as the themed concept of its booth, arresting visitors with their small-size activity paysets in all kinds of style and function. Liu, director for the booth told TOY INDUSTRY that, firstly, the company only focused on large playsets in parks, kindergartens and living society. The concept of “family game” actually came from overseas market. However, during these years, he found Chinese families trended to have similar demand, especially those in coastal areas. In view of it, the company had now retuned to the development of this popular category.
iCoaster from Xuanle Toys, environmental protection modeling compound from Oxen, star magic cube from TND, archaeological dinosaur from Business Window, musical animal blanket from Hexiangxin and magnetic flexible sticks from Kebo are all eye-openers with great creative concept.
Marketing pattern seeking new market guidance
Noted doll name Kurhn wore gorgeous China-style red in its premium booths this year. New lines such as Ethnic Princess and Dream of the Red Chamber demonstrate Chinese style in national minority, chi-pao and classical literature. Also available is the Home of Kurhn—a furniture and accessories line, coming with fresh and sweet design.
Totally different, a cute “ox” stands out on the other side of the booths, arresting passers-by with its black-and-white decoration. Andox, design by famous Hong Kong singer-Andy Lau, saw new items produced and distributed by Kurhn in mainland China market. Latest figures of Andox could be found in this session. According to sales staff, catering to changing market demand, Kurhn would never restrict itself to girl toys. In fact, cooperation between the company and anime licensing would be propelled so as to create trendy playing for the market.
During three business dates, booths of Shantou-based Make Sail had received a great number of visitors every day. A buyer from Zhengzhou told TOY INDSUTRY that, “I deal with both retailing and wholesales business. Make Sail’s products vary in package design, product mix and price point according to different sales channels. I think it has definite orientation so it would be suitable for creating market layout. ”
Founded 3 years ago, Make Sail is engaged in ODM and sales business. Featuring an elite marketing group that can develop all kinds of sales channels. The professional sales staff is fully acquainted with domestic sales system and is able to extend its networks to all provinces and cities in China, expect Taiwan market, indicated Zheng Xianmao, general manger of Make Sail. The group would provide reasonable suggestion to the company during the production process. Under various approaches in respect of packaging adjustment, materials selection, products combination and related certificates, toys can be produced and launched to market in short time.
“We have quick response to market. In each year, we will launch around 300 new items. It is our target to integrate the resource advantage of Chenghai to create a brand of Make Sail,” added Zheng.
It is known that, aiming at the Olympic Games this year, a dozen of sporting goods were displayed in the fair as well.
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