Starting from the toy foundry, Zhongshan Debisheng Toys Co., Ltd. began to transform and upgrade from 2014, launched its own brand, and established a production base in Zhaotong, Yunnan. Wu Xilong, the company's managing director, accepted the Chinese and foreign toys during the Guangzhou Toy Fair. During the interview, the center shared the company's experience and expectations for the future. Wu Xilong (right) accepts an interview with the Chinese and foreign toys media center Transforming from OEM to build its own brand Zhongshan Debisheng Toys Co., Ltd. started from the toy foundry and previously produced toys for Hasbro, Adi, Aofei, Yinhui and other companies. Since 2014, in order to seek further development, the company began to build its own brand, and established a complete product development department to develop its own brand products. After several years of hard work, the current proportion of OEMs accounts for about 30%, and the proportion of private brands has risen to 70%, realizing the transformation and upgrading of the company. Although doing OEM can save a lot of research and development funds and time investment, building a self-owned brand can more quickly perceive market demand, enhance company visibility, and have long-term benefits for the company's development. Therefore, Wu Xilong said that in the future, the company will put more energy into building its own brand, put quality first, create a high-quality, good reputation brand, and OEM complement each other. Pay attention to production efficiency and pay attention to talent reserve The rising cost of production and the inability to meet the needs of talented people are the challenges that many game companies face today, and Debi is no exception. For cost, the company will develop energy-efficient aspects of product production, reduce losses and save costs. At present, the company has established production bases in Zhaotong and Taishan in Yunnan, solved the problem of insufficient manpower in production, increased production capacity, and gradually transformed some links into intelligent, mechanized, and greatly improved efficiency. Currently, transportation costs are high. In addition, there are no other problems in production! Debisheng booth at Guangzhou Toy Fair Regarding the demand for human resources, the company has reached an agreement with the Hunan Changsha Institute of Higher Education to solve the problem of the company's human resources. When asked about how China's manufacturing is currently facing huge competition from overseas counterparts, Wu Xilong said that Chinese manufacturing still has great advantages in product quality assurance and supporting services, but only needs to face more in the market. The spirit of independent innovation, otherwise it will not keep up with market changes and will be eliminated. The homemade doll brand is recognized This is what Debisheng said. It is also done. In 2016, the company launched two independently positioned products - Xiaojing Meatballs and small meatballs, which were well received by the market. Xiaojing Meatball is aimed at young people over the age of 12 and launches the "Star Campus Wind" series on the campus background. It is improved from the body structure and joint activities, and has a higher playability. It is a playability on the market. Highly ornamental products. The small meatballs are aimed at children of about 2 years old. The image is based on the theme of early childhood education such as plants and animals. The material is strictly required, and it is safe, hygienic and skin-friendly. Both the image and the quality are deeply influenced by the mothers. Chased. Due to the hot sales of these two products, the company's 2016 results increased by 28.8% compared with 2015. This also fully demonstrates the importance of branding, accurate positioning and quality. Pursue trend design and enhance unique experience When asked about the company's new trends in 2017, Wu Xilong mentioned that this year's market will be dominated by "AR" and smart products, original and cultural products, including new ways to join mobile phones and WeChat platform interaction. Therefore, consumers will pursue a more trendy, more avant-garde and more unique experience. In view of this, the company will be based on the e-commerce platform, the store experience as an aid, the combination of the two, better to do online and offline experience for the product. In addition, the product will also move closer to the trend. This year's new "Xiaojing Meatball" second season style will upgrade the original print eyeball to 3D simulation eyeball, the body shape will be redesigned, and the clothing style will be more cool and cool. It is also more avant-garde and greatly improves the playability. Create oriental charm At the same time, the company launched two series of "Oriental Rhyme" and "MMGirl" in 2017. "Oriental Rhyme" is the main product of cultural products. It promotes the Chinese tradition with the ancient rhyme of Tang, Song, Yuan, Ming and Qing costumes as the background. Culture, "MMGirl" is the main trend animation line, developing independent original anime doll! At present, we are looking for a general agent and a supermarket channel at home and abroad to expand offline promotion channels on the basis of the original, especially at home and abroad. The geographical promotion of branded products is our current focus. Regarding the company's five-year plan in the future, Wu Xilong hopes to build its own brand products into well-known brands! The "Oriental Rhyme" series will be made into a provincial brand product. I hope that this brand culture product can be given to the foreign guests as a national gift and contribute to the promotion of Chinese culture! Source: Chinese and foreign toys all media center Text / Interview: Huang Zikai Figure / Editor: Li Shiyao Gadiel Professional Baby Booster Seat Zhejiang Lamon Technology Inc. , https://www.chairesbaby.com
