Research On Export Strategy Optimization Of Small And Medium-Sized Toy Companies In Chao Shan Area

With the development of economy and the improvement of people’s living standards,the toy market is growing gradually.China has already become the world’s largest toy manufacturer and exporter.More than 70 % of the world’s toys are made in China.Chenghai district is the main place of production for Chinese toys.Chenghai toys enjoys the cost advantage brought by industrial clusters,its profit margin has been greatly reduced due to the increase of raw material costs and labor costs in recent years.This is a very big challenge for some small and medium-sized enterprises which mainly doing OEM orders.J Toy Company is one of the small and medium-sized enterprises in Chenghai district,and nearly 70% of its products are exported.The company mainly do OEM production,and OBM/ODM production as a supplement,the additional value for the product is very low.Due to the company’s poor product design capabilities,weak market expansion and brand building,it is a big challenge to deal with the unstable international situation,as well as the impact of the epidemic and global chip scarcity.It is very urgent to study and analyze the current situation of J Toy company’s product export situation,find out the problems and list out solutions.This is very important for Chenghai small and medium-sized enterprises to enhance the international market competitiveness and sustainable development.Based on the export status of J Toy Company,this paper firstly finds out the problems existing in the export of J toy Company’s products by interviewing the company’s executives and industry experts and conducting field research.Then PEST analysis and Porter’s five Forces model analysis are used to analyze the export environment of the company’s products.On this basis,SWOT analysis method is used to list all kinds of main internal strengths,weaknesses and external opportunities and threats closely related to the company.Finally,the strategic quadrant of the company is analyzed through IE matrix and solutions are put forward.Combined theory with practice can know the existing problems of J Toy company’s export are: From the perspective of enterprises itself,The rising management cost leads to the loss of adcantages of OEM;Weak brand awareness leads to low added value of products;The lack of R&D team leads to a long launch cycle of new products;Single sales channel leads to limited sales;Export market without positioning leads to narrow export area risk.From the perspective of external environment,The increase of technical barriers to trade leads to export difficulties;The fluctuation of exchange rate leads to unstable profits;The rise of cost leads to no advantage in market competition;The impact of electronic products leads to the decrease of toy market share;And the strict supervision of overseas accounts leads to great capital security risks.For above two problems,this paper also puts forward corresponding optimization strategies: Reduce OEM orders;Improve product added value by brand building;Create a good corporate culture to attract professional talents;Form a team to develop new channels for new market;Classified customers for targeted marketing;Enterprises take the initiative to seek change and actively respond to trade barriers;Mark the terms in contract to avoid exchange rate risk;Multiple measures to control costs;Develop scientific and technological innovation product to develop the Baby market;Choose the right way and trade terms to prevent fraud;Grasp the policy support of the government and the association.Chenghai toy export is facing many difficulties and challenges at present,but the market data shows that the international toy market demand is still growing.Enterprises should investigate and position the market,fully analyze their own situation,so as to make use of the existing advantages and opportunities,avoid the existing threats and risks,and ensure the long-term and stable development of enterprises.