The domestic children's educational toy market started the "brand" battle
According to the data of the Ministry of Industry and Information Technology and the relevant departments, the toy industry's production and sales rate was 97.8% in 2017, and the main business income was 235.71 billion yuan, up 8.5% year-on-year; the total profit was 12.78 billion yuan, up 8.8% year-on-year. Some people in the industry predict that China will replace the United States in 2022 to become the world's largest consumer market for toys. With the increase of Chinese household income, children's Qizhi toys, which are represented by plastic building blocks, have become the most investment-oriented segment in the toy market.
The country's educational toy industry market is expanding year by year with the increase of newborns. Facing the new development opportunities, the domestic building block brother Enlighten was officially announced in Guangzhou on April 7 to carry out a comprehensive upgrade of the brand, in the market consumption. Take a crucial step on the road to upgrade.
China's toy market is promising
According to the research report on the operation trend and development trend of China's toy manufacturing industry in 2017-2022 released by Zhiyan Consulting, the global toy market retail sales increased from US$76.16 billion to US$87.12 billion between 2010 and 2015. The growth rate was 2.73%. It is estimated that the global toy market retail sales will reach 96.16 billion US dollars in 2019, and the compound annual growth rate will be 2.50% in the five years from 2015 to 2019.
At present, the United States is the world's largest consumer of toys, with retail sales of US$22.4 billion in 2015, accounting for 25.72% of global toy retail sales; China's retail sales in 2015 was US$10.1 billion, accounting for global toy retail sales. 11.59% ranked second, the largest consumer of toys in Asia.
The growth of the Chinese toy market is clearly better than the global performance. The data shows that since 2014, the domestic market has entered another round of rapid growth, and the growth rate has steadily increased year by year, and is much higher than the growth rate of the world toy market in the same period. By 2019, the domestic retail market will increase to 13.88 billion US dollars. Market prospects.
In the big market of toys, educational toys are particularly concerned. Especially in the domestic market, with the opening of the second child policy, the children's Qizhi toy market, which is represented by plastic building blocks, has ushered in a large space for development. LEGO's latest 2017 financial report shows that the global market revenue in the past year was as high as 5.8 billion US dollars. In recent years, the European and American toy markets have been in a state of saturated low growth, and the Chinese market has achieved double-digit growth. Lego said that the fast-growing Chinese market is a tempting cake targeted by toy manufacturers, and the rising new middle-class, second-child policy and increasingly open parents have given Lego opportunities.
Domestic educational toys are waiting to rise
Since its inception in 1994, the domestically produced small particle building block pioneering building blocks have sold over 15 billion blocks. On April 7th, the Enlightenment Building Block, known as the leading brand of Chinese building block toys, held the 2018 Enlightenment Building Brand Upgrade Conference and Dealer Conference at the Ritz-Carlton Guangzhou. This is not only the pace of upgrading that the company itself must take after a certain stage of production and sales, but also the breakthrough of facing the challenges of competition in the industry.
"China's toy industry is facing many opportunities while developing opportunities." Enlightenment building block general manager Zan Kada said at the conference that the retail sales of the national toy industry in 2017 increased by 16.24% year-on-year. However, it should not be overlooked that the toys industry products are highly homogenized, the price competition is fierce, and the profits are getting lower and lower. Especially in the small particle building blocks, compared with internationally renowned companies, local brands have low visibility, and R & D design level, brand influence, quality level and other backward international famous brands. From the perspective of the whole industry, the scale of enterprises is small and scattered, the degree of centralization and organization is low, and the market share of individual enterprises is low.
According to Euromonitor's data, in 2015 Lego bricks ranked first in China's building toy category with a market share of 33.2%. Other market shares were divided by various brands, but these brands were generally lower than Lego.
Industry leader takes the lead in launching the upgrade
However, Zhan Kada also said that although international brands have certain advantages in the Chinese market, with the rise of local brands, their market share has been shrinking, and the proportion of similar domestic brands is expanding. He said that in the context of national economic growth, increased consumption power, rising per capita income, and increasingly diversified marketing channels, Chinese households' toy consumption expenditures are increasing, and domestic brands are also welcoming development opportunities.
Especially in the context of consumption upgrades, the consumer mentality is constantly approaching the brand, the big brands will become bigger and bigger, the small brands will become smaller and smaller, the Chinese brand awareness will continue to strengthen, and the next battlefield will be the “brandâ€. It is also time for toy companies to fully upgrade.
At the brand upgrade conference, the enlightenment brand new LOGO and visual identity system based on the concept of “fantastic dreams come true†was officially released. As the core of the Enlightenment brand's all-round upgrade, the new LOGO inherits the brand mission of making more children's dreams easier to become true, while incorporating more international and more fashionable elements, with the "open box" as the brand's new vision. Presented.
According to reports, the brand concept of Enlightenment Building's comprehensive upgrade will be integrated into product design, detail quality, customer service, channel system and other aspects, keeping up with the global development trend of children's toys and leading consumption upgrade. The upgraded Enlightenment Building will create international quality products with international vision and innovative thinking, create affordable and affordable quality blocks for most children, and integrate Eastern culture into the play experience.
With the all-round upgrade of the Enlighten brand, international quality will also be integrated into the design, manufacture and experience of new products. In the press conference, a variety of new products were unveiled, original IP of creative personality, ABS raw materials of environmentally friendly food grade, precise and fine workmanship, CE/3C/ASTM three safety certifications, plus more playable and innovative. Dynamic design of the structure, enlightenment and originality, and strive to enhance the core competitiveness of "China's quality" in global toys.
Article source: Southern Metropolis Daily
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