Dongguan Longchang Toys is a 50 year old toy manufacturer. When traditional OEMs made profits more lean, they did something bold—make cartoons. Transformation and upgrading are becoming the “new normal†of manufacturing enterprises in Dongguan. These companies with different scales and different industries have their own supernatural powers under the new economic situation and are struggling to cross the sea. The electric shock culture industry at the 2015 China Processing Trade Products Expo (Dongguan) (hereinafter referred to as "Gaobohui") site, Longchang toys booth prominently placed, from time to time someone came to play remote control cars, there are many people are placed The high-speed rail robot (300024) at the front of the booth attracted. These two black-and-white robots that emit metallic luster are derived from the “Hei-Tie Heroes†filmed by Longchang Toys.
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It is much more difficult to shoot a cartoon than to produce a toy. The person responsible for domestic sales of Longchang Toys told the reporter of the “First Financial Daily†that from the establishment to the completion, it took nearly two years to shoot the Hero of High Speed ​​Railway. Now this animation that has spent a lot of effort and funds is being broadcasted by five major cartoon TVs, including Shining, Golden Eagle, Karoo, U-Man, and Jiajia. Why does a toy factory cost millions to shoot a cartoon? At first glance, this is not a profitable thing. According to the above-mentioned person in charge, they have spent 20 million yuan to prepare a batch of toy products for Heroes of the High Speed ​​Rail, and hope to sell it with animations. The goal is to sell 50 million yuan. 10 million yuan to shoot, 20 million yuan to produce, sell 50 million yuan, only earning 20 million yuan? This has not been planed to TV broadcast costs. Obviously, the return on investment is not such a calculation. Longchang toys have already figured out the genius of the cultural industry. What they have to earn is copyright fees. "Do you know a big gray wolf? Every gray wolf you see must pay to their producers. We earn that money," said the person in charge. This is a typical example of the transformation of Dongguan manufacturing companies. The economic environment is forcing these traditional production companies to change. They either adjust the market and switch from exporting to domestic sales. Take Longchang Games as an example. Although their sales still account for 80% of total sales, domestic sales have grown to 20%. Or cut costs, Longchang Games has a maximum of 8,000 employees, now reduced to less than 5,000 people, the workload of 3,000 people were replaced by robotics and automation; or to the upstream and downstream industrial chain or related industries. E-commerce helps small and medium-sized enterprises The key to expanding domestic sales is the brand and the second is the channel. This is a shortcoming of companies that once focused on processing trade. Other companies that have made up for these shortcomings have emerged, such as various types of e-commerce platforms. Gabo Electronic Commerce Platform is such a product. He Yu, vice mayor of Dongguan, once introduced the birth of Gabo Foreign Exchange: As most of the processing trade enterprises in Dongguan are small and medium-sized, the financial strength is insufficient, and many are unwilling to invest too much in e-commerce, so the Dongguan City Government intends to There is an online Gabo Fair. There are currently hundreds of companies joining this online platform. Xiu Xiyi, president of the Dongguan Electronic Commerce Association, once said that despite the high proportion of Dongguan enterprises in e-commerce applications, it is estimated that it has reached 80%. Many companies have opened stores on platforms such as Taobao, but the overall marketing level is not high. The Gabo Electronic Commerce Platform has operated since the previous year. They developed an e-commerce distribution platform called Jiaying Dispensers. This e-commerce platform relies on the high-quality supply of GATT trade companies gathered by GCC and is specifically geared towards high-primary schoolchildren's user groups to achieve sales through mobile networks, mobile phone clients, and WeChat circle of friends social sharing. At present, Jiaying dispensers has 280,000 registered dispensers, with an average daily sales of nearly 500,000 yuan. The number of suppliers reaches 375 and the number of products reaches 10,259. In order to make a big platform, Jiaying dispensers try to give profits to the registered dispensers. At present, no profit has been realized. Zhou Huihong from Guangdong University of Science and Technology is one of the dispensers. They used various marketing activities to make their neighboring students become their clients. For instance, when Chai Jing’s “Under the Dome†documentary was screened by a circle of friends, they launched the sale of air purifiers. They do not need to worry about the source of goods, because various suppliers have already waited on the Gabor exchange platform. They just need to push these good-quality products yet to be promoted to their classmates. This is also a good platform for many small and medium-sized manufacturing companies in Guangdong. Some time ago the star products were the "Zhang Xiaohe" cup and the "Yalijie" facial mask. The two brands from Guangzhou may not be famous, but in April Jiaying dispensers sales have reached 820,000 and 102 respectively. Million.
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