INDUSTRY

国内玩具市场经历了30多年的快速发展，但仍然达到了成熟阶段，强大的远。玩具的品牌竞争环境还没有真正形成，终端销售，不足的专业，特别是第二和第三线城市，品牌或者非主流的玩具。

为强大的市场失败的原因在哪里？如何才能国内企业有好收成？这篇文章的作者试图更宽的视野和更深入的挖掘，与理论和实践的分析和讨论相结合。从8月开始，我们将在这一组发表的系列文章，请读者注意。

没有做过的国内玩具市场的企业很多，总是会有启发一些数字：中国有14下的257亿美元，中国在2010年适龄儿童玩具消费将达到1000亿… …但是，当只有捆绑到国内玩具市场经过一段时间后，顽强拼搏期间，发现真的：市场的回报与美国美国远远低于预期。当销售成本没有足够的时间，只能选择退出市场，或销售代表他人。受伤了，另一个勇敢闯英寸继续解释了玩具市场的传奇。

中国玩具市场真的很难吗？

玩具市场，雾里看花无奈

这十多年来，有许多著名进入国内玩具市场的玩具品牌，但总是迄今一直是屈少的发展，可以坚持。

中国这些年来，许多行业有巨大的消费能力，必然有一个良好的市场将会创造一个名牌企业，但一些奇怪的玩具业：市场消费基本保持不变，只有极少数名牌企业。如果没有对出口市场的支持，在纯粹的国内市场的依赖，一些企业根本没有水分可以生存。购买彩电，冰箱，洗衣机等家用电器已成为非常普遍，买房子，买车是司空见惯的今天，100美元购买儿童玩具，让许多家长毫不犹豫地一次又一次。人们并不真的看如何最终玩具市场。

2003年的风暴玩具租赁连锁店，以快速，很快去。一个一年的时间很短，北京开设了400多家玩具商店租赁。一开始我们都乐观地认为，这个市场，寻找发展的玩具模型，但没有一年，玩具商店已经倒闭，其中最重要的原因之一是：我们必须确定消费者的需求是错误的。

两年前，一家国际领先的玩具公司将挂在中国寻找市场，计划今年年底国内市场的内部开放100个商场柜台，目前，这一计划没有成功实现。

2004年，猫玩具，教育合流篮子计划令人感到真正闪耀，其市场攻略：在中国教育玩具市场的全面一体化的上游和下游的资源，努力完成两个猫教育玩具篮合流年财富帝国。这种对投资的概念营销的新模式，以吸引更多的人加入很多，但经过2年的市场运作后，蓝猫计划没有成功。作者分析

在玩具市场的品牌玩具是不是做得不好的主要原因是：1，玩具定位一个文化的概念不明确，具体的，不是真正的想法去行动。 2，成功的玩具模型层次传销企业不能，执法人员只能按照做市场销售工作的传统方式。 3，玩具也没有突出的品牌理念，对玩具产品的消费品牌的忠诚度不高。

导购员销售玩具，家用电器商店也可以

，因为我一直对玩具店许多城市在第一线城市，其中许多品牌玩具制造商建立自己的柜台，但所提供感觉是：没有足够的销售人员主动热情，不够专业的玩具产品介绍。这是一个家电商店购买不同的感受。家电市场已经非常成熟，品牌间的竞争。你去家电商场，导购员将是非常专业的介绍您的产品，功能，优势和好处，你只愿意听，谈导购员会告诉你。在玩具商店，在这里你最导购员发挥谈论的玩具，作为对讲不出什么好来了，或者只是为了告诉你的孩子玩的玩具，说：“这孩子会喜欢的玩具”和“这个玩具是有很多乐趣。”

玩具品牌玩具商店终端至关重要，如果品牌不能是一个很好的玩具商店的销售终端，是不可能成立的品牌影响力，因此，做搞好玩具销售终端的品牌玩具，做好市场，一个重要目标。

终端销售已经影响到许多因素：位置，形象，价格，宣传材料，在导购员的立场，以确定的情况下，销售导购员扮演重要角色，将引进专业的玩具比不引导员将分别之间的销量增长一倍以上。因此，培养一个专业的销售队伍的玩具品牌玩具必须是位的事情。

销售人员为了让专业人士能够引进玩具产品，我们必须首先公司出售的玩具做具体，全面的文化的定位，每个玩具的特征提取的概念，孩子的长处，并一对同图文并茂的一种文化概念的形成，其产品说明书很多好处。每个销售人员必须非常满意的文化玩具熟悉的概念，和一种文化的概念，销售业务。

玩具文化营销，工具故障

“为什么儿童需要的玩具？”

明确回答这个问题，是因为玩具文化营销的核心。

笔者认为，在玩具市场没有这样做的最重要的理由是：对玩具的父母的子女不到位。如果我们不能改变父母“玩”和“学习”的玩具市场冲突的理解是不可能的，就不可能创造相提并论的玩具企业，与世界著名的玩具品牌集团。因此，能解决的核心问题，以找到一个点故障，当孩子的父母知道的玩具能让孩子学到很多东西，给儿童的健康成长带来很多好处，但在一些类似的玩具市场“海尔”牌玩具是很自然的。玩具

文化营销的基本概念

我们为他们的子女，而不是一般商品的玩具，孩子们学会学习，学会做人，学会做事艾滋病。因此，我们不能简单地卖玩具，我们是在儿童早期教育的要求。玩具销售将有针对性的营销策略玩具教育的发展方向，指导我们的具体的销售，这是文化营销的基本概念玩具。

反思的玩具玩具

游戏是儿童的健康成长工具必须奥运会。

幼儿教育奥运会应在地位和作用是，已在国家，“幼儿园教育指导方针”明确的目标：幼儿教育应为“基本活动”游戏，“奥运会是为全面发展教育的一个重要形式年幼的孩子。“因此，我们要改变孩子们的玩具的父母是国家政策和幼儿教育知道有理论依据。接管了我们所要做的就是：将一个玩具，很多孩子的好处似乎在不断变化的儿童玩具产品的父母。

强有力的执行到位，市场一定会有良好的回报

因此，如何将到，我们已经做了具体行动的概念文化营销玩具？我认为，首先，一个玩具产品文化概念的生产手册。从早期儿童教育的概念，专业玩具产品挖掘文化内涵。

二，能力建设提高到一个专业的销售力量。建立一个专业的销售队伍能够提高销售额增加了一倍多。尤其是在目前玩具产品时，消费者的消费观念不到位的专业导购员介绍，尤为重要。

此外，玩具店，要充分体现对玩具产品文化的概念。商店对顾客的形象触发购买在一个非常关键的利益，根据玩具产品的特殊性存储专业设计形象，可以大大增强影响力的品牌玩具。

总而言之，有何能力玩具文化营销模式，使企业高层管理的有效性是关键。今天，许多品牌的玩具做市场所面临的尴尬局面，在很大程度上是因为高层管理人员是明确的文化营销概念的情况下，如何落实到位的方法，依赖于销售人员，了解他们的产品和方法做营销。我认为，从对玩具产品的上述理解的概念的变化，然后采取有效行动，玩具市场将一定能够做好。

Cultural marketing toys domestic ice-breaking tool

The domestic toy market has undergone rapid development of more than 30 years, but it is still far from reaching a mature stage and powerful. The competitive environment of the toy brand has not really taken shape, terminal sales means less than professional, especially the second and third line cities, brand or non-mainstream toys.

powerful reasons for the market failure where? How can our domestic enterprises have good harvest? The author of this article to attempt a broader vision and deeper digging, combined with the theory and practice of analysis and discussion. Our starting from August will be a series of articles published in this group, please readers attention.

have not done a lot of the domestic toy market enterprise, there will always be inspired by some of the figures: China, 14 have children under the age of 257 million, China’s toy consumption in 2010 will reach 100 billion … … However, When only bundle into the domestic toy market, after a period of time after the tenacious struggle, really found that: the market return to the U.S. with the U.S. are far less than expected. When the cost of sales not enough time, can only choose to exit the market, or to sell on behalf of others. Injured gone, another brave Chuang in. continue to interpret the legend of the toy market.

China’s toy market is really difficult to make it?

toy market,雾里看花helplessness

this more than a decade, has many well-known toy brands into the domestic toy market, but has always insisted on so far has been the development of flexor can be few.

China all these years many industries have enormous spending power, is bound to have a good market will be creating a brand-name enterprises, but some strange toy industry: market consumption remained basically unchanged, very few brand-name enterprises. If there is no support for the export market, rely on a purely domestic market, few enterprises can simply no moisture to survive. Buying color TV sets, refrigerators, washing machines and other household appliances have become so widespread that to buy a house, buying a car is commonplace today, the hundred dollars to buy their children toys will allow many parents hesitate to again and again. People do not really watch how the toy market in the end.

2003-year storm toys rental chain, to the fast, to go soon. A short span of a year’s time, Beijing has opened more than 400 toy stores lease. The beginning we all optimistic that this market to find the toy model of development, but no year, toy stores have been closed down, which one of the most important reason is: we have to determine consumer demand is wrong.

Two years ago, a leading international toy company will look pegged the Chinese market, planning a year end internal domestic market to open 100 mall counters, at the present time, this plan did not succeed to achieve.

2004, the basket of cat toys confluence of Education plans to make people feel really brighten, its market Raiders: the full integration of China’s educational toy market upstream and downstream resources, and strive to complete two years of education cat toy basket confluence of wealth Empire. This new model of the concept of marketing investment to attract a lot of people to join, but after 2 years of operation of the market, blue cat scheme did not succeed. The author analyzes

brand toys in the toy market is not the main reason for doing a good job are: 1, toys positioning the concept of a culture are not clear, concrete, not the idea really go into action. 2, enterprise level sales of the toy model of success can not, law enforcement officers can only act according to traditional ways of doing this work for sale market. 3, toys do not highlight the concept of brand, consumer branded products to the Toy loyalty is not high.

导购员selling toys, household electrical appliances store can also make

as I have been to many cities of the toy store, in the first-line cities, many of them are brand toy manufacturers to establish their own counters, but gives the feeling is: not enough sales staff take the initiative to warm, not very professional to introduce toy products. This is a home appliance store to get different feelings. Appliance market is already very mature, inter-brand competition. You go home appliance stores,导购员will be very professional introduction to your products, features, advantages and benefits, you only willing to listen, talk to导购员will tell you. In the toy store, at most导购员Here you are playing to talk about the toys, the toys As a child playing on the讲不出What good has come, or simply to tell you, said: “This child will enjoy toys” and “this toy is a lot of fun. “

toys are brand toy stores terminal vital importance, if the brand can not be a good toy store sales in the terminal, it is impossible to set up brand influence, therefore, do a good job in the toy-sale terminals are brand Toys do a good job market, an important goal.

terminal sales has affected many factors: location, image, price, publicity materials,导购员, in the position to determine the circumstances, the sales导购员plays a vital role, will introduce professional toy guide Rapporteur than not will be the difference between sales more than doubled. Therefore, to cultivate a professional sales force toys are toys must be brand-bit thing.

sales staff in order to allow professionals to be able to introduce toy products, we must first company to sell the toys to do concrete and comprehensive concept of a culture of positioning, extraction of the characteristics of each toy, the child’s strengths and bring a lot of benefits of its products with the aid of diagrams the formation of the concept of a culture manual. Each sales personnel must be very familiar with the concept of a culture toys, and the concept of a culture into sales operations.

toys cultural marketing, tool breakdown

“Why do children need toys?”

clear answer to this question is that the toy culture the core of marketing.

The author believes that the toy market is not to do the most important reasons are: the children of parents on toys are not in place. If we can not change the parents to “play” and “learning” conflicting understanding of the toy market is impossible to make, it is impossible to create a group with the world-famous toy brand on a par toy enterprise. Therefore, be able to solve the core problem to find a breakdown of the point, when the child’s parents aware of toys that allow children to learn a lot, give the healthy growth of children bring many benefits, the toy market in a few similar to “Haier “brand toys are very natural. Toys

the basic concept of cultural marketing

we provide toys for their children rather than general merchandise, children are learning to learn, learning to be, learning to do the aids. Therefore, we are not simply selling toys, we are in early childhood education to do. Toy sales will be targeted in the marketing strategy toys education development direction, and guide us to specific sales, this is the toy of the basic concept of cultural marketing.

Rethink on toys toys

Games are a tool for the healthy growth of children must be Games.

Games in early childhood education should be in the position and role, has been in country, “Kindergarten Education Guidelines” clearly targeted: early childhood education should be the “Games for the basic activities”, “Games are for all-round development of young children an important form of education. ” Therefore, we have to change the kids toys parents are aware of national policies and early childhood education has the theoretical basis. Took over we have to do is: will a lot of toys to the children the benefits appear to change the children’s parents for the toy products.

strong implementation in place, the market will certainly have a good return on

So, how will the concept of cultural marketing toys into concrete actions we have already done? I think, first of all, the production of a cultural concept of toy products manual. From the concept of early childhood education, professional toys Products excavated cultural connotation.

Second, capacity-building to a professional sales force. Building a professional sales team to be able to raise sales more than doubled. Especially in the current consumer toy products when consumer attitudes are not in place, on the introduction of professional导购员is particularly important.

In addition, toy stores should fully embody the concept of a culture of toy products. Store the image on the trigger customers to buy interest in a very crucial, according to the specificity of toy products store the image of professional design, can greatly enhance the influence of brand toys.

All in all, the ability to toy cultural marketing mode in place, make the effectiveness of corporate top management is the key. Today, many brands of toys to do the market situation facing the embarrassment, to a large extent because top management are the absence of a clear cultural marketing concepts and how to implement the method in place, rely on sales staff to understand their products and methods to do marketing. I believe that the change from the concept of the above understanding of the toy products, and then take effective action, the toy market will certainly be able to do a good job.
(08-9-27)

Tags: market, sales, toy, toys