The reporter Lin Feng correspondent Lin Wenfang's production base is the "China Toys and Gifts City" gold-plated Chenghai, which is an important production base for domestic toys. The Chenghai toy industry has distinctive features: its main body is grown by thousands of local soils. The composition of small and medium-sized private enterprises; Chenghai toys export and domestic sales ratio is about seven to three; and a large number of foreign trade companies are the traditional preferred export channels for many local toy companies. However, the reporter observed that the preferred export of foreign trade companies recently It is changing quietly...
After dozens of meticulously crafted, the Canton Fair enjoys a high reputation both at home and abroad. It is known as the “China's No. 1 Exhibitionâ€. It is one of the shortcuts for merchandise exports and is the best for many manufacturers to directly face foreign buyers. Booth. At the 96th Canton Fair that just ended in October, the Chenghai manufacturers in the Toy Museum became the protagonists. In addition to the more influential large and medium-sized enterprises such as Converse, Jinqi, Yifeng, Qunxing, Guanhua and Xinghui, More are the first small and medium-sized enterprises that appeared at the Canton Fair. They paved a shop and formed a large-scale "Chenghai Street".
Qiu Dongbo, manager of the corporate planning department of Converse Group, who participated in many Canton Fairs, pointed out that this is an interesting new phenomenon and is closely related to the rapid development of the Chenghai toy industry in recent years.
Toys and gifts industry is the first pillar industry of Chenghai. According to official figures, there are more than 2,800 toys and gift manufacturers in Chenghai, with more than 100,000 employees. However, according to a local industry source, these figures are still conservative. Many small family-owned small enterprises have not been included. If the toy and gift manufacturing enterprises are the core, plus raw materials supply, mold processing, molding assembly, decoration and packaging, product sales, logistics and other related supporting industries, Chenghai has six Seventy percent of people are smeared with "toy gifts."
Chenghai's huge toy and gift industry machine has created a new "clear goods", which has a reputation at home and abroad. Last year, its toy and gift industry total output value reached 8.8 billion yuan, 70% of which were exported. Many toy and gift companies in Chenghai do not have the habit of dealing directly with foreign buyers. Therefore, this projectile is actually active in two or three hundred foreign trade companies. Among them, small foreign trade of "one table, two chairs and several people" The company is not in the minority.
The profit-compression exhibition, Xinxin Road, is accustomed to Chenghai SMEs that only manage production. Why are you keen to contact foreign buyers directly?
Cai Jiechen, a consultant of Chenghai Toys Association, believes that “Chenghai Street†appeared in the Canton Fair. Although this is a new phenomenon, it is also an inevitable development result. He said that about 80% of Chenghai’s toy and gift companies are looking for export agents, some of which are Through foreign trade companies, some are affiliated with some large companies with import and export rights, agency fees generally account for 3% to 5% of sales. Fraud and economic disputes caused by foreign trade agents have occurred from 7 this year. From the 1st of the month, China’s new Foreign Trade Law was implemented, the threshold of foreign trade was removed, and the right to operate foreign trade was changed from the examination and approval system to the record-keeping system. This has enabled many small and medium-sized enterprises to obtain opportunities for export trade. Now, apply for foreign trade. right toy vendors increased.
Xinghui Plastic Industrial Co., Ltd. is not a small name in the local toy industry, but it is also the first time to participate in the Canton Fair. Its marketing manager Chen Wei said that the market competition is very large now, and because of the high oil prices, the cost of raw materials such as plastics and hardware is rising. The profit margin of toy manufacturers has been greatly reduced. In order to expand the market, the company can only take a more active approach to win customers. In the past, many companies have done it alone, but rarely think about how to do the market, how to do it. It will have better results and earn more money. Now it is fierce market competition and forced to have to ponder. Exhibitors are also a good opportunity to learn. Church manufacturers gradually go deep into the market, what are the customers most need? Now what? What is the hottest thing? This information can be mastered by the show.
The joint venture of enterprises can avoid price wars. Shantou Dishijia Industry Co., Ltd. has been engaged in import and export business for five or six years. General Manager Xie Paichang personally went to the Canton Fair to negotiate with merchants every year. He believes that toy manufacturers choose some good reputation. Influential trade fair participation is a shortcut to quickly contact a large number of foreign customers, and the effect is very good. This is gradually recognized by the industry. As he observed, more and more small and medium-sized enterprises in Chenghai, which entered the Canton Fair Toy Museum, have been in recent years. With a rapid growth rate of 20%~30%, this has a certain relationship with the expansion of the Canton Fair. Mr. Xie introduced that the export department of Disneystar has gathered more than a dozen professionals, and each year they are assigned to Nuremberg, Germany, New York, USA. Japan, Tokyo, Hong Kong and other places to participate in the toy exhibition, about 2 million yuan, but this money is very valuable. Because many foreign customers are biased against domestic companies, rather than dealing with Hong Kong trading companies, more than a circle. Enterprises go out Directly selling yourself is not only conducive to winning customers, but also conducive to reshaping the image of China's toy companies. Now Dishijia has a lot of acquaintances and solid relationships from the exhibition. Foreign customers. But he also believes that import and export trade involves laws, foreign languages, international accounting and other aspects, and requires large capital investment, SMEs should be cautious.
Chen Nianfeng, manager of Chenghai Jinhualong Toys Co., Ltd. has 6 years of experience in exporting. The amount of each year is about tens of millions of yuan. He believes that Chenghai’s toy and gift companies will face foreign buyers without considering the actual situation. It’s not a good thing. Products with similar products are scattered and it’s easy to price foreign buyers. At the end of the day, although the order is received, the profit is likely to be ruined by the “price warâ€. Large companies take the lead to form an industry alliance and establish a lean marketing team. Alliance marketing personnel can deal with foreign buyers on behalf of local industry interests, and orderly competition may be better.
Chen Hui, Marketing Manager of Xinghui Company, said frankly that the overall effect of the company's participation this year was not satisfactory. Now there are fewer customers who place orders directly and pay deposits first. The exhibition only provides exhibitors with a valuable opportunity to contact customers. After obtaining the preliminary source information at the exhibition, we should actively follow up and do follow-up services. This is the most critical. At present, the orders that the company has obtained from the exhibition have already been shipped, and some have been shipped. Still in the light.
Can integrate the "Chenghai Street" resource advantage An industry veteran pointed out that in the first three quarters of this year, Chenghai achieved a total industrial value of 18.745 billion yuan, an increase of 12.17%, and foreign trade exports totaled 350 million US dollars, an increase of 24.14%, including the toy and gift industry. The contribution of the industry is more than 40%, and the leading role of the industry is very obvious. The low price is one of the competitive advantages of “Chengqiâ€. If we want to continue to maintain the advantage of production cost, we must adhere to the professional division of labor, one-stop service and social cooperation. From this point of view, foreign trade companies all over Chenghai still have room for survival and development. However, the diversification of Chenghai toy circulation channels is a big development trend, which will be accompanied by large-scale warehousing, information services, capital circulation and customs clearance in Chenghai. The construction of transportation and other circulation areas has been strengthened and has shown various forms.
Chen Wei, Marketing Manager of Xinghui Company, proposed that “Chenghai Street†appeared in the Toy Museum of the Canton Fair this year, although it is a coincidence.
However, as an important world toy production base, Chenghai cannot integrate resource advantages and expand the scale of the industry. Relevant departments can consciously set up Chenghai Street in the Canton Fair to guide manufacturers to focus on improving product quality and establishing new products. Image, strive for more orders and profits. He believes that in recent years, the quality of Chenghai toy products has improved rapidly, achieving a leap-forward development. It is easier to be more established in the market.
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