Retail sales under the upgrade of the toy industry

Consumption upgrades have been a vocabulary that has continued to be hot in recent years. As a seller, only by effectively grasping the development opportunities of consumption upgrading can we not become the "abandoned children" of the times.

In the era of consumption upgrades, how should toy retailers keep up with the times? Experience, service, competitive price, better circulation chain, and perfect supply chain management all challenge retailers' business model and innovation.

A few days ago, on the desk of a colleague who was nearly a year old, there were four or five boxes of toys. A few days later, all kinds of toys were put on the desk. Faced with tanks, airplanes, cars and other toys that do not match their age, his explanation is to make up for the shortcomings of childhood.

In the newly opened Hamleys Beijing store, a little girl faced the dazzling Barbie doll in a slightly exaggerated tone and said: "Mom, she is so beautiful, so beautiful, I want to hug her, I want to kiss her." Faced with the mother, the little girl’s eyes are all "I want to buy." Mom’s answer is also very refreshing: “Buy!”

A childlike heart has not changed, but the changes of the times and the progress of society have given the children more choices in toys. The toy has changed and the choice of toys is completely different. Nowadays, the promotion of brand and IP to toy sales is obvious.

As a new trend of life brand in recent years, Bubble Mart tasted the sweetness of toy IP development, and also made it face the impact of e-commerce, unharmed. In 2016, Bubble Mart launched the Moly doll and tasted the sweetness of the toy IP. Since then, he has signed a contract with a well-known toy designer to develop the IP of the toy, and opened the Chinese market through the overall layout of the upstream and downstream.

In the Hamleys Beijing store, the first-line sales staff is not ignorant, the brand represented by Lego, Barbie, Wangwang, Altman, etc., IP is the most popular product.

Big data and Internet technologies also provide toy retailers with more innovative tools. Many retail enterprises rely on the Internet to upgrade and transform the production, circulation and sales processes of commodities through the use of advanced technologies such as big data and artificial intelligence, thereby reshaping the business structure and ecosystem, and serving online services and lines. Under-experience and deep integration of modern logistics.

Experts pointed out that under the new retail business model, the future e-commerce platform will soon disappear, and online and offline and logistics will be deeply combined. Online refers to the cloud platform, offline refers to the sales of stores or manufacturers, logistics synergy can eliminate inventory and reduce the amount of goods. In this context, toy retailers cannot ignore the necessity and importance of online and offline integration.

In addition, the toy market has long been a mere child entertainment, and it has already expanded into the world of adults, covering all ages. Even in the toy city, young couples can be seen from time to time to sit in the experience area and experience all kinds of toys. Different ages, the joy of toys is the same.

Experience, logistics, modern technology, supply chain, different retailers in different areas, intending to occupy the highland of toy retail. In the era of increasing user volume and changing user demand, retailers only really realize the importance of consumption upgrades, and keep up with the trend to seize the "childlike heart."

Source: International Business Daily

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