The conference was first organized by President Li Zhuoming as the "Industry Situation and Association Work Report". In conjunction with the current economic situation, President Li pointed out that the toy industry will develop steadily in the future. When talking about the industrial situation of Guangdong playing enterprises and the problems that need to be dealt with, Li Zhuoming pointed out that after the implementation of the two-child policy, foreign toy brands have stepped up their efforts to enter the Chinese market. Guangdong toys must vigorously build their own brands to withstand external challenges and competition.
In addition, the conference specially arranged Professor Tang Shanxin, former deputy director of the Guangdong Provincial Intellectual Property Office and dean of the Intellectual Property Research Institute, to conduct intellectual property protection and policy interpretation. As one of China's major export industries, it is especially important to understand the current international situation. To this end, the conference invited Professor Du Ping, a senior commentator on the famous affairs of the Phoenix Satellite TV, to give a speech on the theme of “One Belt, One Road and International Political and Economic Situationâ€.
And playing the enterprise to build its own brand, the integration of "Internet +" technology is a new path for the majority of game companies to try to transform and upgrade in recent years.
As the sole co-organizer of this conference: Shenzhen Qianhai Lekoni Technology Co., Ltd. officially launched its toy industry open platform, the creation of an app, to enable the participating companies to embark on the first shuttle of the new retail transformation.
Actively responding to demand, creating games came into being.
In the new retail era, the key to creating a private brand is whether you have enough user base and multiple consumption scenarios.
To this end, the conference invited Ms. Lin Xiaoling, the chief operating officer of Chuangying Platform, to present a speech entitled “Creating a Play Mode, New Retail Comes†for more than 300 delegates, focusing on the two core values ​​of the APP platform. “Helping manufacturers to acquire their own users and superimposed consumption scenariosâ€, and deepening the three aspects of “focusing, creating and winningâ€, and providing innovative solutions for toy manufacturers in the new retail environment.
â–²Creation Chief Operating Officer Lin Xiaoling
Focus: factory, IP animation, e-commerce
Lin Xiaoling pointed out that the three main modes of toy companies in the present - the foundry, IP animation and e-commerce models, each face a development dilemma:
First, the “factory modelâ€, the labor bonus cost is not, the brand is weak, and overseas orders are reduced.
With the increase in labor costs, the rise in the prices of manufacturing materials, and the strong expansion of overseas brands in China, the advantages of pure-manufacturing factories are waning, and the centers of foundry manufacturing are shifting to Southeast Asia, where labor is cheaper. Manufacturers need to consider depositing their own users. The importance of it.
Second, "IP animation route", large investment, low success rate, and publicity.
The IP animation road, the manufacturer built its own IP, the investment is large, the success rate is low, and the return time is long. It is not affordable for small and medium-sized game companies. In recent years, the authorization fee for acting overseas IP is also increasing year by year. Squeezed.
Third, the "e-commerce model", the flow is expensive, the transaction scenario is single, the user viscosity is not enough, and the platform construction cost is high.
At present, the pure online e-commerce business enterprises are exploding, and the price war is fierce, which directly raises the cost of drainage and also reduces the profit margin. The most terrible thing is that the homogenization of products is serious, and the pure toy brand e-commerce consumption scene is single. And pure online trading will face the danger of losing users in the new retail era.
Create a play mode
"In the case of pure line underwriting and pure online competition, and the difficulty of transformation, in the future, the offline and online integration of the new retail era is inevitable. Enterprises or factories can only create their own user base and create for consumers. More consumer scenarios can go further." Lin Xiaoling put forward a "creative solution" for the above problems: 1. Help manufacturers to acquire users. 2. Help manufacturers superimpose trading scenarios.
Lin Xiaoling pointed out that the first-mover advantage of the creation platform is very obvious. First of all, Creative is the only company in the industry that has obtained the authority to issue a virtual bank joint card. Secondly, the manufacturer has its own users in the legal relationship, ensuring the integrity of the manufacturer. interest. Finally, for users to connect online and offline a variety of consumer scenarios, this is the biggest magic weapon for the creation of a platform to retain users for manufacturers.
Win-win symbiosis
At the end of the speech, Lin Xiaoling gave a "win-win" speech, listing the four benefits that the creation platform will bring to the manufacturers, and showcasing the development vision of creating a new era of retail blue ocean with the majority of manufacturers.
First, Chuangyue will transfer the offline users to the online line by issuing virtual bank co-branded cards with manufacturers, helping manufacturers to obtain users at zero cost, establishing direct contact between manufacturers and users, and achieving high-viscosity management of users.
Second, in addition to toys, through cooperation with businesses with rich traffic resources, Creative also provides more consumer-related consumer goods, creating a toy industry chain, and superimposing online and offline consumption scenarios. Such as parent-child travel, early education, and other derivative products. Manufacturers will receive permanent income for each consumer under the manufacturer's joint card.
Third, creating games will bring more diversified income to manufacturers. Such as: trading commission share, consumer financial income, data marketing revenue, etc. All users who open a co-branded card can earn a fee share permanently if they generate consumption in more than 1600 online merchants that cooperate with Chuang.
Fourth, help manufacturers free marketing. Through the creation of big data analysis, manufacturers can make free marketing to users more accurately and effectively, and improve user participation, thus enabling more efficient member dynamic management and secondary marketing.
"Relying on the platform technology data analysis capabilities of the game, we will create tangible benefits for the company in many aspects, let the company pay the cost that should be paid, and earn profits that it would not have earned. In general, we Chuangyue provides a marketing rebate platform for toy manufacturers, distributors and physical stores, helping channels to manage members, leaving users to market, and interacting better with users, establishing brand value added, and greatly increasing user viscosity. It will be a product that changes the rules of the game in the industry." Lin Xiaoling expressed strong confidence in the future development of the game.
The highly insightful speeches were also unanimously praised by many manufacturers present. Many representatives of the company expressed their strong interest in cooperation with the creation platform. They consulted and scanned the QR code of the creation platform and filled out the letter of intent for cooperation on the Internet.
“I feel that the biggest difference between creating games and other toy platforms is that they focus on helping us manage users. In the past, we just gave the goods to the channel vendors, and with the creation of games, we can directly target consumers. Establishing direct contact, I think this is very important for our manufacturers." - General Manager of a toy factory in Guangzhou
The creation of the APP Android and Apple launches will make the industry refreshing, and the future of the game will bring changes to the toy industry. We will also wait and see.
Speakers introduced:
Lin Xiaoling: Create a chief operating officer. Co-founder of China's first flower listed company. Renmin University of China, management philosophy.
He has long been engaged in theoretical and practical activities in the field of e-commerce such as Internet marketing and mobile internet marketing. He has successful experience in industrial chain integration and has been invited to give lectures on occasions such as the president of Peking University.
About Creative Play App:
Chuang is the first open platform for the toy industry in China, providing solutions for consumer upgrades. Help manufacturers get users to connect to multiple trading scenarios. Toy companies upgrade to create fun.
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