Study On Building Domestic Brand Of The Small And Medium Toy Enterprises

Uplifted cost of raw materials, laborage of labors and the financial crisis lead to a slump in market demand of the Occident, the situation of being surviving for many domestic medium and small sized toys enterprises has been being deteriorated continuously under increasingly rigorous standard for safety of toy exports.There are so many shocking sad news continuously heard from toys companies in foreign trading being bankrupt, but meanwhile, it is still encouraging (that) what from brand owners and enterprises with powerful capabilities in R&D:Audi toys has came into the market in A Shares successfully, Gaole, Chiwei get into the swing of into the market.It’s a consensus reached at by the China Toys Industry in focusing onto domestic market, enhancing capabilities of R&D, creating brand marketing, having the industry upgraded.Medium and small sized toys enterprises at a percentage of above90in China, they are of insufficient capital, of weaknesses in R&D capabilities, lack of senior personnel and limited in process-oriented orders.There are shortages in investigation to consumers (end-users), comprehension into domestic market, knowledge of product marketing (merchandising).And China’s toys marketing channel is very weak, up to the present, it mainly focuses on wholesale markets, high-end stores and street vendors, the Brand Monopoly System is at very beginning. On the contrary, large overseas toys enterprises, the Toys "R" Us, the KING-JOUET etc. have landed China to seize large market for end-users, and heavily hit onto the nascent brand marketing channel in China.To hold independent brand channel is vital to creating own brand in this age of "Based on channel, Win at Ends", whereas deploitation in domestic market and creation of independent brand channel are not easy if without a systematic guidance of from tactic to strategy and tactics.The object of this paper is investigation of creation of brand and product channel for domestic toys market; it investigates the situation of domestic toys market in depth, and summarizes feasible business patterns for toys industry and analysis to its feasibility. Meanwhile in practice, the paper summarizes key factors to creation of brands for domestic market with surrounding how to fulfill creation and construction of brands based on these business patterns.The writer has exercised the method and result researched in projects of Beijing Edutainment Toys LLC. Combining theory with practice to analyze and verify the feasibility and accuracy of the result researched. The innovation of this paper is to have classified and concluded business patterns for domestic toys market, have searched to syncretize creations of channels and brands in a creative way. Due to be experienced (in practice) to a certain extent, the writer can suggest for feasibility in aspect of practice.Project(-oriented) as fundament, with consideration of numbers of review, investigation and analysis, and striving to act in accordance with the status and characteristic of the domestic medium and small sized toys enterprises, the paper is engaging in leading them to solutions for creation of brands in domestic toys market.Hope the paper is positive, constructive and productive to the domestic medium and small sized toys enterprises as a reference for creation of brand in domestic market.