Gifts / Sports & Toys

As a central city in the western region, Chengdu has the largest commercial consumption strength in the country, and its offline retail business is developed, which is of great significance to the development of the toy market. A few days ago, the "CTJPA Elite Private Meeting" hosted by China Toys and Baby Products Association (abbreviated as: China Play Association) brought more than 30 well-known toy brands and senior executives from Chongqing and Shandong distributors to Chengdu, and more than 20 in the Chengdu market. Channel business, together to discuss the way of differentiated operation of toy retail.

Due to the local outbreak, in order to ensure the safety of all invited guests, the China Game Association decided to cancel offline activities and quickly organized online private meetings. Under the guidance and promotion of the China Game Association, as many as 100 guests from brand owners and channel merchants participated in the conference to discuss hot topics in toy retail, share operational experience, and achieve one-to-one precise docking, successfully achieving the expected results of the private event.

▋First, differentiated consumption scenarios, bookstores become a new channel for toy retail

With the refinement of the distribution of toy sales channels, brand owners and channel dealers are no longer limited to toy stores, maternal and child stores, supermarkets, wholesale markets, etc., but are beginning to try to expand more diversified sales channels.

In Chengdu, where leisure consumption is prevalent, most of the reading cultural space with bookstores as the carrier has opened up toy sales areas, and uses themed experience activities, membership operations, cultural and creative IP operations and other means to drive toy consumption with cultural connotations and become a feature of toy retail. New channels.

For example, the Wenxuan parent-child bookstore owned by Xinhua Wenxuan, a participating channel provider, covers an area of more than 3,000 square meters. It uses parent-child reading as the entrance and integrates book and toy retail, learning, catering and entertainment functions to create a membership-based age-based education theme space. In the selection of toys, the main products are trendy play, children's animation IP peripherals, and educational toys, which can effectively attract children's interest in interactive experience, thereby prompting consumers to place orders.

This elite private meeting also invited Yang Fan, the product director of Geometry Bookstore, who has 16 stores across the country and is positioned as an "urban cultural life space", and shared in detail the bookstore as a new channel for toy sales, and experience differentiation and product differentiation. Advantages in chemical aspects.

Mr. Yang said that Geometry Bookstore focuses on the combination of product and culture, and has a scene-based layout, so that the products have stories, and give cultural added value to the products; toys and trendy products, such as blind boxes, figures, puzzles, and tables, are added to the business categories. Games and other parent-child educational, cultural and creative toy products, etc., and integrate toy products into the theme consumption scene of the store, such as: the combination of toy display and theme children’s books, enhance the cultural value and educational value of toys, and create a A richer experience.

Geometry Bookstore’s membership operating system has been carefully designed. It currently has more than 150,000 members. It organizes 500+ fan interactive cultural exchange activities every year, effectively improving their loyalty and repurchase rate.

These measures can continue to drain offline stores and provide good conditions for the integration of toy products into cultural consumption scenes.

▋Second, differentiated operations, offline retail focuses on creating a unique consumer experience

"Facing the challenges of online sales, how to differentiate the development of offline channels" and "new growth points of offline channels" are the topics that brand owners and channel vendors have been exploring in recent years.

Around these topics, Sichuan Geometry Collection Culture Development Co., Ltd. (Geometry Bookstore), Chengdu Zhuojie Culture Communication Co., Ltd. (Xieyouji), Linyi Tianyuan Toy City, Chongqing Shuke, Miduo Store and other channel vendors and Lezhibao (LAMTOYS) ), Twelve Buildings, Multiple Intelligences, Soap Tour, Ganyuan Intelligence (GAN Rubik's Cube), Guangzhou Qihui, American Kent (Boogie Board), Shanghai Tuan (HABA, DJECO), TOI (TOI), Paulinda (Paulinda) ) And other brand parties have heated discussions and interactions.

Everyone agrees that offline channels can create differentiated business strategies by focusing on consumer interaction.

1. Operation strategy: integrated online and offline development

Yang Fan, Product Director of Geometry Bookstore, believes that although e-commerce platforms make shopping more convenient and faster for consumers, they still cannot satisfy the scene, experience, social attributes and enjoyment of shopping in offline physical stores. Consumers shopping on the online platform is mostly achieved through the product search function, the purpose is very obvious, and merchants need to pay a huge cost to improve user stickiness.

Gu Chengshan, general manager of Linyi Tianyuan Toy City, said that the biggest impact of e-commerce on the entity is to force the transformation of the real economy. Offline terminals should improve efficiency and service. In addition to products, they should also continuously improve service experience. The chain stores have diversified and developed. Different business models provide consumers with different interactive experiences to achieve differentiated operations.

The guests at the conference reached a consensus after full discussion: offline channels can provide product information at your fingertips and a more intuitive scene experience, and can accumulate online private domain traffic through member operations, and provide consumers with convenient online shopping services. Therefore, online and offline integration is the future development trend. Channel providers can fully connect online and offline, and provide consumers with a full range of services through offline experience, online purchase, online order placement, and offline delivery.

2. Product selection strategy: select mid-to-high-end products, and sell evenly at Zhongli

Chen Zhiwen, general manager of Zhuojie Culture Company, the operator of the educational toy retail brand "Xieyouji", said in the theme sharing that offline stores should first focus on the optimization of product grades in the Selling in the form of profitable sales is differentiated from online e-commerce products, attracting consumers to shop for purchases.

At the same time, offline channels also have certain requirements for product packaging design. Mr. Chen said that many consumers of educational toys find it difficult to understand how to play just by looking at the packaging, and they need a trained shopping guide to introduce and guide consumption. Out of the consideration of saving manpower and shortening the time for consumers to make a decision, it is hoped that the brand can optimize the instructions for use of the outer packaging of the product.

In this regard, the brand said that it will improve and upgrade the product packaging in response to this demand from offline channel vendors, thereby saving channel vendors’ labor costs. Wu Jing, general manager of Multi-Intelligence Culture, said that for offline channels, we will add function introductions to the packaging. In the future, we will also consider attaching a QR code to the packaging. Consumers can watch the function of the toy game introduction video by scanning the code.

3. Publicity and promotion strategy: stimulate impulsive consumption with scenarios and interactive experiences

Liu Gen, deputy general manager of Ganyuan Intelligent, believes that in most cases, the original purchase of consumers is: need. In the physical store scene, social and experience functions can play a good role in stimulating consumption.

Qiu Hai, general manager of Chongqing Shuke Education, agrees that offline channels should not only sell products, but must combine marketing themes, create scenes with in-store backgrounds and display layouts, give products more cultural value, and set up interactive experience areas. Introduce product gameplay and consumers' personal experience through shopping guides to improve consumers' awareness of products and promote product sales.

Through the boutique and refined operation of the store, each customer can see different and distinctive toy products in the store, and experience different interactions and services. There are thousands of stores and one store. Isshiki, so as to effectively attract consumers.

In addition, with the popularity of scientific parenting concepts, young parents no longer only focus on their own preferences when choosing toys for their children, but more consider their children’s preferences and ability training, so parents take their children to the store. There are more and more purchases.

Wu Jing, general manager of Multiple Intelligences, believes that while strengthening the interactive experience area, channel providers can also design competitions and competition activities for children around the product to attract children's interest in the product and play a role in promoting product sales.

▋Three, one-to-one precise docking, efficient promotion of win-win cooperation

Through the theme sharing and exchange of private meetings, the participating brands and channel vendors not only inspire each other in terms of business philosophy and practices, but also reached high-level mutual trust, laying a foundation for business docking and cooperation.

Conference room, Tianyuan Toy City and Soap Tour, Haosite Business and Twelve Buildings, Two Pines and Ganyuan Intelligent, Geometry Bookstore and Yingyi, Qihui, Meiguang Station, JELLYCAT, Yanjiyou and Yingyi, JELLYCAT, Baolinda has reached preliminary cooperation intentions with Yaqiyuan Trading, Jinshanghang, Zhongyijiayuan, Phil Toolbox, and Dachuang Trading.

Since the launch of "CTJPA Elite Private Meeting", it has held a special session for Beijing preschool education on March 18, a special session for Suzhou preschool education, infants, and toys on April 9, a special session for Zhengzhou infants and children on May 13, and a special session for Xi’an preschool on May 24. Toys, such as the Wuhan Preschool Education Special on June 24, and the Jinan Children’s Special on June 29, were warmly welcomed and praised by brands and distributors.

The China Play Association will continue to work hard to create more co-construction and sharing opportunities and development momentum for the children's industry. On October 19-21, the 2021CTE China Toy Fair hosted by the China Game Association will be held at the Shanghai New International Expo Center. It will gather many well-known brands and cool new products at home and abroad, and provide buyers and exhibitors face-to-face exchanges and win business opportunities for cooperation Build the most effective platform! Scan the QR code for pre-registration below to enjoy VIP service!