The Dilemma And Outlet Of Toy Enterprises

Life is hard.

After the recall of August last year and the more obvious economic predicament this year, China's toy export enterprises have entered the "cold winter". Statistics from 1 to July show that China's toy exports are only 4 billion 180 million US dollars, increasing by only 2.1%, representing an increase of 22.4 percentage points over the same period.

It is hard to get through the bad days. How to spend the winter is related to the life and death of the enterprises.

With regard to the "winter" of toy enterprises, the media has reported a lot recently, and the most influential ones are two: one is data statistics from Guangzhou customs, only 1404 of Guangdong toy enterprises with export records in the first 7 months, of which 374 are new enterprises, and 3618 enterprises are out of the export market compared with the same period last year.

In this regard, the media used the "Outgoing" expression, "Outgoing" and "failure" can not be directly equated, but the use of a more moderate "dormancy" words, it is difficult to cover the industry's depression.

Guangdong Province, which accounts for about 70% of the country's toy exports, showed an export of US $2 billion 910 million, an increase of 4.8% over the previous year in July. The increase has dropped by an astonishing 39 percentage points.

Another news site happened in Yiwu, Zhejiang. This toy town with "three points and one world" is also facing difficulties.

The number is also cold: the first 7 months of this year, the sales volume dropped by 20% year-on-year.

Gross profit margin remained at 7% to 10% in previous years, only 5% to 8% this year, with a minimum of 3%.

Take Yiwu's most famous Bobbi doll as an example. Raw materials have risen by more than 30%, labor costs have risen by more than 20%, and the price of products has risen by only 5% or unchanged. The profit margins of small and medium-sized enterprises have been "eaten up".

Perhaps, the media attention Guangdong toy enterprises are specializing in export processing trade enterprises, the "Outgoing" qualitative is biased, but when it comes to how to deal with the current predicament, Yiwu's approach has seen a "way out", and Guangdong's response is only the industry association submitted a research report, hoping to be able to wait for the textile to raise the export tax rebate ratio policy.

Take a look at how Yiwu toys are designed to "go out".

First, the industry association established a toy creative center with Zhejiang University, and established a strategic partnership with Alibaba.

One is R & D, the other is sales channel, and Yiwu is watching the two ends of the smile curve.

For manufacturing in China, foreign trade has such a saying: if the profit of the entire industrial chain is 100%, then the processing trade enterprises will have only 10%, while the earlier stage R & D and later sales channels can take 90% of the profits.

Of course, the success of Yiwu's Lazi will take time to prove it, but this effort is undoubtedly beneficial.

Moreover, Yiwu enterprises have chosen to fight together, trying to get through the upstream and downstream industries chain, and enhance bargaining power and pricing power.

In the media coverage, we can see the joint efforts of the two directions: upstream and downstream, forming a joint purchasing alliance for toy enterprises, and establishing a domestic and international sales alliance for the lower reaches.

As a part of the industrial chain, this is the foundation for the survival of enterprises.

But how to maximize their own interests from the industrial chain still has its own positioning problem.

If it is just an appendage that can be discarded at will, it is difficult to have its own voice. If it is an important component, then the upstream and downstream must seriously consider the ecological law of "one glory, one glory, one damage".

"Out" and "way out".

The same big environment, different choices mean different future.

At least, in the crucial period of the industry's survival and survival, it is the first response that we should take the initiative to change.

"Dormancy" may be able to survive a "winter", but what if "winter" is more than one season?