Traditional toys fall into the department store

Traditional toys fall into the department store

Traditional toys fall into the department store

In the era of PAD, all kinds of handheld video games have been overwhelming. How can plastic toys defend the lost market?

"This weekend is rare, go out for a walk, and found that many Hasbro counters in the mall have disappeared, there is no Transformers counter in Jiuguang upstairs, Xujiahui has the Ganghui inside. Ganghui Hasbro counter 2 30% off, it is estimated that it is clearing the goods, it is not clear whether it will also be withdrawn. Hehe." In March, a Shanghai netizen posted a post on a forum.

In the Hangzhou shopping mall, the brand of Hasbro has also been difficult to trace. It is understood that since the termination of cooperation with domestic agents last year, Hasbro has also withdrawn from the Hangzhou Building, Yintai Department Store and other shopping malls. In the final year of the partnership, Hasbro’s sales fell at a rate of 10% every three months to six months.

It’s not just brand counters that retreat. In the second half of last year, Toys R Us, which was "stayed" in Lixing for four or five years, also quietly withdrew. It used to have an area of ​​800 square meters on the third floor of the mall. There was also a period of good performance, and after about two years, it moved to the basement level, and it was cold.

The Barbie flagship store opened in Shanghai in March 2009 on the Huaihai Road in Shanghai, suddenly closed after two years of operation, is even more embarrassing to the industry. What happened to these toy brands that are so loud in the world? In the past two years, what crisis has the toy industry encountered?

Transformers, Barbie dolls gradually withdraw from the department store

Toy collection cabinet, not as big as a children's clothing counter

In the children's shopping mall on the 7th floor of Block B of Hangzhou Tower, the toy area that is “wrapped” in a circle of glamorous children's clothing counters is not eye-catching. In May of last year, the building just made a layout adjustment. The original toy area, including interactive items, has been reduced from nearly 500 square meters to more than 200 square meters. Seven or eight counters are tightly packed together, which only account for the entire child. 1/10 of the mall's site.

The relevant person in charge of the children's shopping mall said: "From 2011, the sales of toys have been declining by 10% to 15% year by year." In the process, some toy brands have gradually disappeared from the mall. "The previous year, Hong En, Bandai and Bai Liwei were withdrawn. This year, Hasbro has also been withdrawn," said one staff member.

Yintai Department Store Wulin Store gives the toy area a much smaller "poor". In the early years, there were 5 brand counters, which accounted for more than 60 square meters. In the past two years, with the adjustment of the brand, it has only been retained. A counter, covering an area of ​​20 square meters, has no Hasbro Transformers, and no Barbie dolls.

The children's wear in the same section is infinitely beautiful in the mall. Excluding 10% of the toy, 90% of the entire floor is basically the world of children's wear. In addition to the well-known brands such as E-land Kids and Paw in Paw, the mall has also introduced new brands, including Bonpoint and Armani Jonior, which are high-end children's wear brands.

Nowadays, many shopping malls have begun to plan the activities of Children's Day. The staff of a shopping mall said that they basically only promoted in the clothing products in the June 21st, and there were no discounts and other activities on the toys. "Compared with toys, parents are more willing to spend money to buy clothes for their children, and the children are much faster, the demand for clothes is definitely not comparable to toys." Counter staff said.

Hasbro's sales decline 10% every 3-6 months

Today's children have a "new darling" - iPad, it is like another world of colorful, with beautiful pictures, realistic sounds, new levels of new games, so that children can not stop. According to foreign media reports, the tablet has defeated dolls and toy chariots and has become the most popular gift for children, which has already affected the sales of the world's first and second largest toy manufacturers, Mattel, Hasbro and other companies. Performance.

Last year, Hasbro withdrew from the mall counters such as Hangzhou Tower and Intime Department Store. The direct reason was the change of agents. This company, which has cooperated for 7 years, officially separated from Hasbro last year.

“Last year our contract just expired and we didn’t renew it.” The agent revealed that in the last year of cooperation, they have received very little, and Hasbro’s sales are 10% every 3 months to half a year. Sliding down.

The agent said that they found that Hasbro's toys had insufficient creativity and slow product updates, and the customer group was difficult to expand. "The most famous product is Transformers. Originally, many people after 70 and 80 saw it. After the movie, I will buy these toys as a collection, but if there are no new products coming out, it will be difficult to have new customers to buy."

The relevant person in charge of a children's area in a shopping mall said that many toys now have the same problem and are in homogenization competition. In the department store where every inch of gold is used, every commodity needs its irreplaceable value, just copying The "cottage" goods of other products will eventually be eliminated.

“Compared with the shopping malls that collect rents, department stores have high requirements for pings. In the past few years, they may also want to enrich the industry as much as possible. However, with the increase of operating pressure in the past two years, we can only consider More profitable goods are retained.” A toy supplier said that the profitability of toys is naturally difficult to match the children’s wear, and the department store’s “going to toy” is also forced by the situation.

Toy brands face market failure

R Us withdraws from Li Xing, Barbie flagship store closes Zhang

More toy brands and dealers have to face the embarrassment of market failure.

In the second half of last year, Hangzhou’s first toy, R Us, was opened from the basement level of the mall in Lixing Square. It took about 4 years since it entered the city in 2008. In the process, it moved from the initial 3rd floor position to the basement level, which is opposite to the food court, and has been reduced from the original 800 square meters of business area to more than 600 square meters.

"At the time of the 3rd floor, the business of R Us is OK. Our monthly sales can reach 18 to 220,000." The supplier of Toys R Us is also the domestic distributor of LEGO. The relevant person in charge of Guangdong Zhile Commercial Co., Ltd. said that the location of Lixing Plaza is relatively small, and after moving to the first floor in the city, the number of guests is significantly less, and it also affects the agents they represent. The sales performance of branded toys, "The sales of each month are only 7 to 80,000 yuan." The person in charge said that at the same time, another toy in the Vientiane City, R Us, every month Sales can be more than 240,000 yuan.

The retreat of Toys R Us in Lixing Square could not help but reminiscent of the closing of Barbie's Shanghai flagship store.

In March 2009, Barbie opened the world's first flagship store in Huaihai Middle Road in Shanghai's bustling area, renting six floors for brand and product display. However, in just two years, it suddenly closed. Although the Mattel official said that the store has completed the promotion of Barbie in the country, does not recognize the outside world's speculation about its poor management, but the industry's question about its "acclimatism" has not been cut off.

An agent of Barbie said that such a six-story luxury flagship store in a high-rent area is actually losing money every year, and perhaps the money will be more profitable when it comes to retail terminals.

There are few successful counterattacks, and Lego is one of them.

In the situation that the entire toy industry is facing the same crisis, Lego has successfully “reversely attacked”. According to relevant data, in the past five years, Lego has grown 2.45 times and net profit has increased four times. In 2012, its net profit approached $1 billion. According to Lego's domestic general agent, the annual sales of LEGO products in China reached 1.8 to 200 million yuan, reaching 38 million to 40 million yuan in Zhejiang Province (Barbie dolls are about 15 million to 16 million yuan).

What does Lego win?

Barbie’s agent said that Barbie is fulfilling the child’s dream and giving the child spiritual satisfaction and comfort, which the iPad can’t give.

The sense of accomplishment that LEGO gives to children to build and create is also irreplaceable by the iPad.

It is understood that Lego has nearly 25 product lines for different age groups and classes. "We have Lego products suitable for children from different ages from one and a half to 16 years old, with different scene settings and storylines to attract different Children.” The relevant person in charge of LEGO’s domestic general agent said that Lego’s Planet series and Mirage series are products with good sales performance.

The price of different series of LEGO products can also adapt to the consumption power of different classes. In the past, consumers have reflected that Lego's building blocks are too expensive, and the newly launched "experience equipment" will set the price at 149 yuan, which can be arbitrarily matched and inserted, which is more affordable.

According to reports, in order to capture the changes in consumer psychology, LEGO has a global laboratory to collect the latest changes in the local market, capture the trend of consumer demand, and then gather this information together to generate new ideas. “So Lego’s product update rate is very fast, basically every 3 months to half a year will produce new products.” The general agent said.

Adult players become toy customers

From physical department store to e-commerce

Unlike the “shrinkage” in department stores, toy goods have been hot on the Internet in recent years.

"I took my son to the Toys R Us, but I feel that the price of the toys there is still too high. It is better to buy affordable online." Consumer Chen said.

There are millions of "toys" that can be found on Taobao. All kinds of brands that can be found in shopping malls, supermarkets, and small stores can be found. Barbie, Lego and other famous brand toy agents are also in succession. Opened the official flagship store on the line, in addition to some products are lower than the physical store, there are promotions, group purchases and other activities from time to time.

And the actual users of many toys are not just children. Not long ago, a male customer in his 20s bought a set of Lego Star Wars series products from Intime Department Store Wulin Store. "This customer is a loyal fan of LEGO. Every time we go to the counter, we will inform him." LEGO counter staff said. There are also parents who are buying Lego bricks for their children and have found fun in playing with their children, which has become a fan of LEGO.

Barbie dolls also have a "collector's edition" series for adult fans, mostly based on world celebrities and women's images of different characteristics around the world, such as Grace Kelly Barbie, Elizabeth Taylor, Japanese singer Barbie, etc. The price is the basic version. Several times Barbie, the purchaser is mostly for collection.

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