Yiwu'S Boss Is Calm As Usual.

On the first floor of the first phase of the Yiwu International Trade City, the aisle is very lively. The model plane flies over the top of the merchants, and occasionally a remote controlled toy car runs through their feet.

There are many merchants, but there are not many people sitting down to bargain.

Gong Yinghong is the general manager of Yiwu's largest toy manufacturer, Chao te te toys and Crafts Co., Ltd.

At the beginning of the year, Gong Yinghong and his wife came back to the 2009 Hongkong toy fair and the sixtieth Nuremberg International Toy Fair.

"A lot of businesses haven't got a single list," he said.

Gong Yinghong always frowned when he talked, though they had a good harvest, but they were still nervous.

"The toy industry is not fun in recent years," said Tong Yuanzhi, Secretary General of the Yiwu Toy Association, "a series of recalls caused by the MATTEL's massive recall, followed by the financial crisis."

At the end of last year, they made a sample survey on the toy enterprises in Yiwu. Yiwu toys were mainly trade - based, trade - based enterprises were around 3000, and only 400 of the factories were in the factory, accounting for more than 70%.

Reporters made a special trip to Yiwu last week and found that many enterprises began to quietly pform, but the difficulties in adjustment were bigger than expected.

But in any case, a group of people decided to rush, "to bring back the right to speak."

Gong Yinghong insisted on his research and development. Although the toy fair had a good harvest, he didn't smile.

"Tell them to hurry up, and at least give me 30 series of product designs before ordering."

When I first entered the office, I saw him shouting at the staff of the design department anxiously.

For him, time is everything. The order has been filled for 3 months just now, and the toy fair has taken some orders, so we must rush out.

Gong Yinghong can feel his pride from his words and his face. What makes a whole export enterprise proud in the next two years?

Every month, 80 toy design varieties, at least 1000 new product designs every year, and all the world standards can be passed.

Gong Yinghong said that because the central and high-end toys have been consistently designed to be self designed, even when many enterprises even fail to get orders, in 2008, it has maintained a growth rate of more than 30%.

OEM, in the eyes of most people, people give design, we labor.

It gives us a new understanding.

"We are all holding our own samples to pick up the list, design and R & D is our core competitiveness."

Gong Yinghong gave reasons for it. He could not see those toys without "technical content". When he interviewed, he just answered a phone call to invite him to attend an exhibition. He refused. "Even the Canton Fair will not take part in it."

Although Gong Yinghong is still making all the exports, Mr. Gong Yinghong has begun to make plans for the next step. Last year, Lao Gong took the famous trademark of the province, and he plans to win the national famous trademark and the well-known trademark in China.

Relying on design and quality, Lao Gong said he could not even see the toys in the mall, but asked why he did not do the domestic trade. Lao Gong said that the time was not yet ripe.

"We must make our own brand in the domestic market, but now I have a product on the market, and the whole market has second days, but the quality is two grades."

Lao Gong said that the high-end toys in foreign countries are not yet available in China. Who looks like toys, who will choose 20% more expensive toys?

Lao Gong felt that he could only wait and what he needed to do now was to do everything well.

The smart boss is still in the cartoon. Do you remember the seven lovers in the Yangtze River seven?

At that time, the movie began to be popular, but the toys of the seven characters were not caught up in time, which delayed the sale time. After that, a large number of pirated "seven sons" flooded the shops and networks.

Many people do not know that the genuine producer is Yiwu's "super unique".

"Selling is not good because there are so many pirates that developers find us too late."

Gong Yinghong said that there are fewer genuine channels, pirated prices are cheaper and more channels are available, where pirates are rivals.

However, the 54 set of CCTV animated blockbuster "Monkey King" will be launched soon in June 1st this year. It has not been launched yet. The auction of brand authorization has ended.

Among them, the largest single plastic toy brand was taken by Zhejiang Dasheng Stationery Co., Ltd.

This is the first time that the Chinese animation brand authorization has been put on the auction platform, so it is called the first Chinese animation.

Chen Zhongwei is in a good mood. Since last year's night, he has taken the brand agent of Monkey King. Finally, he can afford his "great saint" brand.

Before getting the news, Chen Zhongwei thought that the brand of the company was called "the great saint", and "Monkey King" could not get away with it.

"That day the scene auction is very intense, starting from 1 million 600 thousand yuan, back and forth nearly 20 rounds, hand paw sweating, the hammer, then suddenly felt like a stone landing."

Chen Zhongwei smiled and said, "4 million 80 thousand, value!"

Bidding confirmation can be obtained in a few days. Chen Zhongwei is busy looking for experts from all over the country to make suggestions: how to design and how to apply in the late stage is the key.

"Dasheng" is a "heterogeneous group" in Yiwu toy enterprises: Yiwu is in such an advantageous position, standing in the international trade center every day, and so on. Foreign trade orders will come to us.

But the great saint is just doing domestic trade.

Chen Zhongwei started making toy trade in 1993, when money came fast and relaxed.

In 2001, when Chen Zhongwei wanted to start his two business, it happened that a Taiwanese funded enterprise had to sell the shell, and he took over. From that time on, he decided to make a brand.

Today, there are two teams inside the great saint, one design and research, and one sales.

"Our production is outsourced, and there are manufacturers in Guangdong and Yiwu manufacturers."

After making so many years of brand, Chen Zhongwei began to gain benefits. "Sales of Dasheng last year increased by nearly 30%. I hope this time I can ride the" somersault cloud "of Monkey King, and then jump to another level.

The boss is very smart, but he doesn't have long hair. He is young and smart, but his hair is not much.

Looking for venture capital, for traditional toy enterprises, they dare not think.

But Tong Yuanzhi's brain was spinning fast, and he had been in the toy business for nearly ten years. In the past two years, Tong Yuanzhi found that domestic toy enterprises were mixed, scattered and small, and there was no good way to go home trade.

So we have always wanted to make channels. Nowadays, so many companies want to export to domestic trade, we need this brand channel.

Tong Yuanzhi had two identities: the general manager of IQ toy Co., Ltd., the Secretary General of the Yiwu Toy Association, and the business card he handed was a new deputy general manager of "love pushes the door".

"The original toy company was handed over to the younger brother to manage, and now all the energy is placed in this new enterprise."

Yiwu's small and scattered toy business has never been able to attract the attention of venture capitalists.

Tong Yuanzhi is now in touch with more than 10 VC companies, not only because of his smart head, but also because he has found a good partner - Jason, who has worked in Microsoft and IDG.

Jason has always been high-tech in contact with China. It can see that the combination of traditional Chinese and high-tech industries is limited and its future is limitless.

But he himself is not a traditional industry, he has always wanted to find a business partner.

At a toy training meeting, Tong Yuanzhi and Jason met each other by chance. In the exchange, two people shared the same idea. One wanted to hang up. One wanted to go to the floor.

So soon "registration", the establishment of "love pushes the door".

The office of "love pushes the door" is located in the commercial building opposite to the first phase of the international trade city. There are not many places. Ten employees, the service industry is not like the production enterprises need so many employees.

"The operation manual is almost finished. We will open 2~3 test shops in the two or three line cities in the form of exclusive stores."

Although Tong Yuanzhi is young, he is not aggressive in his work.

The idea was conceived in 2006 and conducted two years of research.

He said, "we are ready to shop and talk about venture capital."

Tong Yuanzhi said that once the channel was established, it must expand rapidly, and now it has contacted more than 10 venture capitalists, and the momentum is good.

"We want to build Gome and Suning in the toy industry."

A reporter's note - a glance at 5 years, 10 years later, in Yiwu International Trade City, if you are yellow skin, if you are a stranger face, don't expect others to have much enthusiasm for you.

"Do you have any goods on the Internet?"

A businessman from Malaysia was standing in front of a toy booth and asked in poor Mandarin.

"We don't go online. You need to place orders for what you want."

The little girl looked at it as a stranger, looked up and looked down at her magazine.

Can't Internet attract more customers?

Hearing the reporter's question, the little girl disdained to say, "our goods are all designed by ourselves, and the Internet is not immediately copied.

We will send new products to our old customers directly.

When I think of Lao Gong, who will buy toys that look the same but have a price of 20% in China?

Therefore, speaking of foreign trade to domestic sales, it is not easy to say that it is a wolf in Humen to make a brand profit.

Is it dangerous?

The answer is, of course, no!

The former post factory is a typical model of Yiwu.

Toy enterprises in Yiwu have the largest annual sales of around 100 million, most of which are "small retail investors".

Innovation requires capital, and talent is more intense. It is not that we do not want to innovate, but we really do not have that capability.

The lack of personal ability does not mean that the collective ability is not enough. The Yiwu Toy Association has formulated a strategic plan since last year.

Some have begun to work, such as R & D centers.

"The government is very supportive of us and has allocated 800 square meters of space to the technology building."

Tong Yuanzhi is excited about this, and the cooperation between the product innovation center and Zhejiang University has begun to be effective. The talent training center has begun to start up, hoping to cultivate more advanced toy designers. They are still talking with the relevant schools, hoping to set up management courses for the toy industry and train management personnel; the inspection and testing center should cooperate with the third largest quality inspection organizations in the world, SGS, so that once the standards are raised in Europe and the United States, enterprises will immediately know how to deal with them so as to say "Bye Bye" to the recall; the information intelligence center, the achievement conversion center and the children research center are also preparing for it.

Now, little Yiwu has more than 10 senior toy designers, most of whom are toy business owners. Their eyes have seen 5 years and 10 years later.

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