The article is chiefly about the basic fact in the planetary plaything industry. the Chinese market look of big plaything companies and the hereafter program of toys ‘R’ Us in China. The Article stands out the importance of civilization differences and cultural localisation.
Toy Industry Analysis—The entryway of the plaything industry is low since the plaything industry needs comparatively cheap equipment. and its chiefly cost comes from the labour cost. operation cost and selling cost. Besides. the exchanging cost of the plaything industry is non that high. which means people have less trade name trueness and easy to exchange from one to another trade name. The power of purchaser becomes stronger since the plaything industry has expanded its scope of mark consumers. Furthermore. the dickering power of provider is strong since with its low degree entry manner. the market has a big figure of providers. Companies have strong bargaining powers so that the cost tends to diminish more and more. Furthermore. since the industry lies in a mature phase in its lifecycle. the competitory competition is strong. It’s normal to trip the pricing wars so that the industry is easy to endure the loss of net income.
So of import for plaything industry is to place merchandise and understand the civilization difference of market. In the article. it mentioned that the feature of the Chinese market is that due to the Chinese policy. each household merely has one babe so that parents are willing to pay more on their kids. What’s more. instruction plays an of import function. It makes sense that why the Mattle. Iraqi National Congress suffered a failure in their celebrated product—Barbie dolls. And those companies which sell large box playthings closed their shops continuously in China while the plaything ‘R’ Us grows dramatically.
The success of the Toys ‘R’ Us is that they localized further than other rivals. In the merchandise facets. they emphasis on the learning-focus playthings and carried playthings and trade names targeted to Chinese consumers. such as the Television and film characters Pleasant Goat and Big Big Wolf. Besides the placing scheme is to turn up their shops. smaller than in the U. S. . in the large shopping promenades which are more attractive to Chinese shoppers. Since Chinese populating standard additions dramatically. more flush people are willing to pay for high quality merchandise for their kids. Therefore. the Toys ‘R’ Us plans to open shops to sell high-end babe accoutrements. apparels and furniture. They expect strongly that babe market will be another immense potency market in China.
In the hereafter. the Toys ‘R’ Us plans to aim more consumers by supplying more merchandises lines such as tablet. Besides they want to put more in Chinese market to stand out their trade name image and trade name consciousness. To establish it more successful in China. I personally suggest that the Toys ‘R’ Us needs to follow the consumer demand since the factors that influence consumers are variable in this industry. such as the parents’ age. the quality and the safety of the merchandise. the trade name image and the tendency.