Article by hi joiney
Zhejiang Haili Group to the “net Doll” model success transformation9-year-old American friends Sinatra, like to stay with your own Webkinz plush black bear, and named him “midnight”, keeping it throughout the year, to take care of it.
All from Delaware, New Jersey Recreation Street, Haicheng, tax-inclusive price of 12.95 U.S. dollars to buy only black plush bear, and other Plush toys Like Sinatra can play at home is saying, really interesting is that Terra can also use “midnight” on the password tab, log on online communities and virtual communities and “midnight” playing on the full year, same time and IM friends in the community exchange, accumulate virtual currency.
This is referred to as “Webkinz” in the words, translated into Chinese is “net Doll”, by the Canadian toy company Ganz created an online gaming community website, in the preceding 57 years, Ganz has been a worldwide stuffed toys leader.
Industry found that “net Doll” similar to the virtual world of domestic QQ Pet, the only number that is kind of a stuffed toy.
13 years ago, Jiaxing person Fang Guangming start stuffed toys, “Webkinz” new tongue-twisting words, last year and the side to catch the edge, and successfully secured the Blue Ocean business.
2007, despite the frequent domestic toy recalls, toy makers so silent, but operated by Zhejiang Haili Fang Guangming Group, is still labeled “Made in China” trademark in the United States reached 110 million U.S. dollars of sales records the first 5 months of this year, sales continue to increase rate of 30%.
Toys encounter “recall the door”2007, is “Made in China” Toy Exports Heavy year.Last June, the Wenzhou enterprises export a batch of toys the Netherlands, due to small parts fall off, the tension of not up to standard requirements, informed by the European Union, from the market, prohibit the sale; the same month, an enterprise in Taizhou of wood exported to the U.S. toy train system, because excessive levels of lead in surface coating, the U.S. Consumer Product Safety Commission (CPSC) announced the recall.
Months since then, Zhejiang toys to be safe following the victim after the incident, “China” recalls affected the country.
2007 8 14, the largest U.S. toy maker Mattel announced the recall of recent events, saying the problem because of excessive lead paint and magnets that children swallowed easily hidden, recalled nearly 19 million Chinese-made toys, This is the Mattel recall the history of the number of the biggest.
2007 8 31, the China AQSIQ announced and promulgated the “Provisions on the Administration Children’s toys recalled,” and at the end of the year suspension of more than 600 toy exporters of domestic license.
April 10 this year, the domestic market is the first toy recalls, involving a total of 18,000 toys.
Relevant departments, said the company Yiwu happy plastic ring toy doll toy, the product contains small parts fall off easily from the body, may cause children mistakenly swallowed or inhaled the trachea, and dangerous mistake, there is a certain security risk.
The toy manufacturer, said its products through distributors to recall the toys within the recall, customers have purchased these toys can be returned with the invoice to the place of purchase.
On toy manufacturers to recall events from the outside go to the home, like a lingering nightmare hovering over his head.
Behind this, there is appreciation of the renminbi, produced tax rebates, plastic and other raw materials prices and improved product standards and other unfavorable factors Domestic Toys Makers into a quandary.
Net margin increased five-fold Wa Early as last summer, “net Doll” in the United States already has 70 million paying subscribers and more than 12 million active users, traffic more than “Second Life” and “World of Warcraft,” the sum.
Latest in Google’s “2007 Top Ten key words” Display of the most popular keywords, the Penguin Club and the “net Doll” social networking site list were two children, the former No. 6, which is the highest ranking No. 2.
This makes the production of “Haiming Ke” toys Hayley Group “Made in China” recalls can be beautiful in turn.
2004, the Fang Guangming with U.S. company Cooperation , The network growth in the world to build a toy to give their own production of “Haiming Ke” toys to the soul, and bring online games to play with models, creating a new toy marketing model, which is recently popular “web baby “mode.
Wharton and other institutions, marketing experts believe that the “net Doll” was able to advance with the times, successfully capture the consumer psychology of children, because of its traditional retail model and ingenious modern online marketing to combine together, and the publicity advantages of the virtual world to an extreme.
Industry insiders say this is a traditional cultural and creative plush toys grafting, in a certain sense, is the subversive marketing model for Disney, Disney is behind the physical affects the industry, while the “net Doll” is network and physical linkage.
Today, the combination with the network, “Haiming Ke” toys, gross profit increased by 5 times than the original. And let Fang Guangming excited that through the magic of the network, he felt into a follower of reach of other industries.
Creative Rebate technical difficulties Currently still experiencing Ebb Tide of Zhejiang Toy Company A total of more than 1,000, more than 300 export enterprises with annual export volume of about 900 million U.S. dollars, of which Wooden Toys Exports account for more than lowering their prices for the country’s total exports.
A controversial fact is that a price of 7 U.S. dollars Market in California toy sword, for processing enterprises in Yiwu earn RMB 1 cent each product, but after the dealer can earn 5 OEM dollars.
An industry said to do OEM toy export industry reflects the lack of technical support, low added value, also the lack of industry innovation.
Previous years, this issue also restricted by Hayley Group, Fang Guangming said they had invested several hundred million on well-known institutions overcome technical problems, but little success, eventually chosen to “net Doll” model transition.
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