ICEBISO ELIYINHLOKO: Eminyakeni yamuva nje, ngaphezu kweziteshi ezivamile ezifana nezitolo ezinkulu, izitolo ezinkulu, izimakethe zezitolo ezinkulu, amathoyizi aluhlaza anamashaneli okuthengisa asakhulayo. Ngaphezu kwalokho, njengomkhuba omusha wonodoli bakakotini, zonke izinkampani zamathoyizi ziyakwazi ukunaka.
ISINGENISO
Muva nje, izindaba zokuthi onodoli abafana no-“Lina Belle” kanye no-“Bing Dwen Dwen” sebeye bagxila kakhulu emphakathini. Intatheli evela e-Chinese and Foreign Toys All Media Center iphawule ukuthi noma nini lapho kuvela i-IP edumile, imikhiqizo yayo yokuqala edumile yase-peripheral izoba namathoyizi aluhlaza.
Njengethoyizi elivamile, amathoyizi aluhlaza anobubi obusobala besizini, ngokuvamile ashisayo ekwindla nasebusika, futhi aba buthuntu entwasahlobo nasehlobo; kodwa futhi banezinzuzo, ezingasetshenziswa njengamathoyizi ezinsana nezingane ezincane, njengendlela yokukhetha abantu abadala, nanjengezipho zabanye. Ekupheleni konyaka nasekuqaleni konyaka, amathoyizi ama-plush athengiswa kahle, ikakhulukazi imikhiqizo ehlukahlukene ehambisana nendikimba yoNyaka Omusha. Uma ubheka unyaka wonke, ziyakhula iziteshi ezisafufusa, okulindeleke ukuthi zibe yisiteshi esisha samathoyizi aluhlaza.
Izimpahla ezibomvu zokuphela konyaka ziyadayiswa
IShijiazhuang Nansantiao Jinzheng Toys City iyimakethe yamathoyizi etholakala eHebei, izifundazwe ezintathu ezisenyakatho-mpumalanga, i-Inner Mongolia, iShaanxi nezinye izindawo. Umphathi wedolobha lamathoyizi utshele izintatheli ukuthi ngemuva kokungena ebusika, ukuthengiswa kwamathoyizi amnandi edolobheni lamathoyizi kuhle kakhulu, ikakhulukazi uchungechunge oluhlukahlukene lwe-zodiac nochungechunge losaziwayo be-inthanethi. “Amathoyizi kanokusho ahambisana nezindikimba zezinkanyezi nekaNcibijane abizwa ngokuthi 'izimpahla ezibomvu', futhi ngokuvamile adayiswa ngonyaka odlule. NgoJanuwari wonyaka odlule, ukuqubuka kwalolu bhubhane eShijiazhuang kwaholela ekusaleleni emuva ‘kwezimpahla ezibomvu’ kubathengisi, ngakho wonke umuntu uqaphe kakhulu kulo nyaka, ngaphandle kwabambalwa Amandla esitoko makhulu, futhi abathengisi abaningi abalokothi. ukugcina ngobuningi. Kodwa-ke, “izimpahla ezibomvu” zalo nyaka zenze kahle kakhulu, futhi isidingo sezitolo ezinkulu senyuke kakhulu. Abathengisi abaningi bangadlulisela kuphela izimpahla ezivela kubakhiqizi okwesikhashana, futhi ngenxa yalolu bhubhane, iqhwa elinzima, njll. Izinto zokuhamba nezokuthutha azisheleli ngenxa yezinto.” NgoJanuwari 24, lapho intatheli ixoxa noRen Manager, “izimpahla ezibomvu” emakethe yamathoyizi eShijiazhuang zaphela.
Ngaphezu kwemikhiqizo ehambisana nendikimba kaNcibijane, “impahla enkulu” (imikhiqizo enosayizi abakhulu) nayo ithengiswe kahle ngonyaka odlule, njengehansi elikhulu elimhlophe, imicamelo emide yokujikijela neminye imikhiqizo. Umphathi uRen uthe ekupheleni konyaka, izinkampani eziningi zizothenga amathoyizi asezingeni eliphezulu njengezipho zabasebenzi namakhasimende. Amathoyizi kanokusho eShijiazhuang Nansantiao Jinzheng Toys City ikakhulukazi avela eGuangdong, Shandong, Hebei nakwezinye izindawo, asekuqaleni nagunyaziwe, angahlangabezana nezidingo zamakhasimende ahlukene.
Ukuphela konyaka yisikhathi esishisayo sokuthengisa amathoyizi aluhlaza. Phakathi nonyaka wonke, abathengisi bazophendula ngesikhathi kumasu okuthengisa ngokusekelwe ezidingweni zamanje zekhasimende ukuze bakhuthaze ukuthengisa. Umphathi uRen uthe ngenxa yokuthi amathoyizi ayi-plush afanele izipho, nawo afunwa ngabantu abaningi ngezikhathi zamafestiveli ehlukene. Phakathi noMkhosi Wasentwasahlobo, "izimpahla ezibomvu" kanye "nezimpahla ezinkulu" kulula ukuthengisa, futhi amamodeli athengiswa kakhulu nsuku zonke ahlanganisa onodoli abahlukahlukene, imikhiqizo ye-IP neminye imikhiqizo.
IZITESHI EZISAPHUMAYO ZIFANELE UKUNAKWA
Eminyakeni yamuva nje, ngaphezu kweziteshi ezivamile ezifana nezitolo ezinkulu, izitolo ezinkulu, nezimakethe zezitolo ezinkulu, kukhona neziteshi ezikhulayo zokuthengisa zamathoyizi aluhlaza.
★Uchungechunge lwezitolo ze-boutique/umnyango. Izitolo eziningi eziwuchungechunge/zomnyango ezinxanxatheleni zezitolo nemigwaqo yezentengiselwano, njenge-MINISO, i-Chaopin Zhishang, i-X11, i-Nome, i-Minihome, i-Ximei Eslite, njll., ziyiziteshi ezintsha zokuthengiswa kwamathoyizi kanokusho. I-Fun Nest Culture, i-Laiyang Shihong, i-Meng Shiqi nezinye izinkampani zegeyimu zibambisane nalesi siteshi. Ngokwemibiko, i-chain boutique/umnyango izitolo ikakhulukazi ezabantu abasha, futhi intengo yokuthengisa yemikhiqizo ayikho phezulu, kusukela kuma-yuan ambalwa kuya kuma-yuan amaningi. Lezi ziteshi zivumelana nezimo kakhulu, ngokuvamile zithengisa lokho okudumile, futhi zingabuyekeza ngokushesha imikhiqizo ethengiswayo ngokuvumelana nezinguquko zezitayela zemakethe. Ukubambisana nalezi ziteshi kudinga izinkampani ukuthi ziqonde izitayela zemakethe futhi zithuthukise imikhiqizo ehambisana nezitayela zemakethe nokuthandwa ngabathengi. Ngokuvamile, imikhiqizo egunyazwe i-IP, isitayela esihle, ukufaniswa kombala okudumile nezinye izici zithandwa kakhulu.
Uma kubhekwa ukuthi iningi lalezi ziteshi liboshwe ngamaketanga, uma kungabanjiswana, kuzoba negalelo elikhulu ekusebenzeni kwenkampani. Ezinye izinkampani kwinhlolokhono zithe isiteshi sesitolo sezitolo/umnyango sinikele ngo-50% wokusebenza kwazo.
★Bamba umshini onodoli. Eminyakeni yokuqala, lapho ukwanda kwemishini yodoli eqala kabusha, umphumela wokushayela ekuthengisweni kwamathoyizi ayi-plush wawubaluleke kakhulu. Eminyakeni yakamuva, izinxanxathela zezitolo, imigwaqo yezohwebo, izindawo ezikhanga izivakashi nezinye izindawo zinezitolo ezikhethekile zemishini yozipho. Imishini yezizipho ekhonjiswa esitolo inosayizi abahlukene, kanti amathoyizi aluhlaza emishinini yozipho nawo anosayizi abahlukene. Njalo ngamaholide, ungahlala ubona lezi zitolo zigcwele izingane kanye nabantu abadala.
Mayelana nomshini wozipho njengesiteshi sokuthengisa amathoyizi kanokusho, imboni inemibono ehlukene, abanye bayavuma kanti abanye bayaphika. Kodwa-ke, ngokubona kwentatheli, akufani neminyaka embalwa edlule, iningi lemishini yozipho bekuyimikhiqizo esezingeni eliphansi futhi engumbombayi. Manje isiteshi ngokusobala sesivuthiwe futhi sisemthethweni, futhi inani lemikhiqizo yoqobo egunyaziwe nesezingeni eliphezulu liyakhula. Umthengisi osebenzisa umshini wozipho eDolobheni laseTianhe, eGuangzhou utshele abezindaba ukuthi abantu abasha banezidingo zemikhiqizo uma bebambe onodoli. Imikhiqizo engemihle, engemibi, noma enekhwalithi ephansi ayikwazi ukuheha amakhasimende, ngakho-ke azobheka imikhiqizo ehambisana nayo lapho ekhetha imikhiqizo. Intsha iyayithanda.
★Iziteshi zokudlala ezithandwayo. Ngo-2021 nje kuphela, kuzoba nezitolo zokudlala eziyimfashini ezingamakhulu ezweni lonke, futhi isiteshi sokudlala esisemfashinini ngokungangabazeki siyisiteshi esidume kakhulu okwamanje. Amathoyizi e-Plush aphinde ahlangane neziteshi ze-Chaowan, njenge-Chaowan brand yethula imikhiqizo yamabhokisi ayizimpumputhe amathoyizi aluhlaza. Intatheli iphinde yabona esitolo se-TOP TOY ukuthi amanye amathoyizi athambile abonakala emashalofini ayo, futhi amanani okuthengisa asukela kumayuan angamashumi ayisikhombisa kuye kwangamashumi ayisishiyagalombili kuya kumayuan angamakhulu amabili noma amathathu. Kusukela kumanani nezimpawu zesiteshi, kungabonakala ukuthi amathoyizi kanokusho athengiswa isiteshi se-Chaowan akufanele nje abe yimfashini ekwakhiweni, kodwa futhi abe nekhwalithi enhle kanye nobuhle. U-Liao Tangkui, isekela lomphathi jikelele we-Shenzhen Mengshiqi Cultural Industry Co., Ltd., uthe uphinde waqaphela ukuthi abanye abakhiqizi neziteshi zemfashini embonini bazama ukuqhubeka nokukhangisa okukhazimulayo nokusezingeni eliphezulu. Umphumela usazobonakala, kodwa wuphawu nesithombe samathoyizi aluhlaza. Ukuthuthukisa amaphuzu indlela.
★Member store. Ukuvula isitolo sobulungu kuwukuqondisa koshintsho kwamanye ama-hypermarkets manje, njengeMetro, Carrefour, Yonghui, njll., wonke akhulisa imodeli yesitolo sobulungu. Ezinye izinkampani zamathoyizi zikanokusho zibambisene nezitolo ezingamalungu, futhi zinikele kahle ekusebenzeni kwenkampani. Lolu hlobo lwesitolo luhlinzeka amalungu, lunendawo ephezulu uma kuqhathaniswa, futhi linezidingo eziphezulu zekhwalithi yomkhiqizo. Ilungele izinkampani ezinemikhiqizo yokubeka indawo ephakathi kuya kwephezulu. Ngaphezu kwalokho, ukuze kuvikelwe amalungelo nezithakazelo zamalungu, intengo yemikhiqizo ezitolo ezingamalungu ngokuvamile iphansi kunentengo yemakethe, ngakho ifaneleka kakhulu izinkampani ezifuna ukukhangisa imikhiqizo yazo kakhulu, futhi yesikhashana, i-pop- up nezinye izinhlobo zokubambisana yizona ezihamba phambili.
A UKUJWAYELEKILE UKUBUKA
Ngokombono wamathoyizi aluhlaza athengiswa kakhulu emakethe, isigaba samalayisense e-IP nakanjani sishisa kakhulu, ikakhulukazi i-IP edumile; kukhona futhi imakethe yamathoyizi ahlotshiswe kahle adizayinelwe, njengochungechunge lokuqala lwezingulube ezipinki kanye onogwaja be-Lolita, abakhuthazwa kakhulu iziteshi. Ngaphezu kwalokho, eminyakeni yamuva nje, kukhona inkambiso izinkampani zamathoyizi aluhlaza ezingawunaka, okungukuthi onodoli bakakotini.
Onodoli bakakotini, okungukuthi, onodoli abenziwe ngokotini, baqale bavela njengemikhiqizo yenkanyezi, base bethuthuka kancane kancane baba yimikhiqizo yokudlala esemfashinini ehlanganisa ubuhlakani bamasiko, umnotho omuhle, kanye nokusetshenziswa ngokomoya. Ngokuvumelana ne "2021 Cotton Doll Player Insight Report" ekhishwe u-Weidian, phakathi kwabasebenzisi bonodoli bakakotini, "post-95s" kanye "post-00s" i-akhawunti engaphezu kuka-69%; ngo-2021, inani labasebenzisi abathenga onodoli bakakotini ku-inthanethi lizofinyelela esigidini esisodwa, Ivolumu yokuthengiselana yafinyelela ku-yuan webhiliyoni elingu-1.
Kunomehluko ekukhiqizeni onodoli bakakotini namathoyizi aluhlaza, ikakhulukazi ngokuthi izidingo zobungcweti nemininingwane ziphakeme, kodwa inqubo evamile iyafana, ngakho-ke kunezisekelo eziningi zamathoyizi ezithambile ezihlinzeka ngebhizinisi lokusungula unodoli kakotini, nokunye. Lapho imboni yohwebo lwangaphandle iguqulwa yaba ukuthengiswa kwasekhaya, onodoli bakakotini bathathwa njengomsebenzi oyinhloko wokuthuthukisa. Ngakho-ke, kungakhathaliseki ukuthi inkampani inamandla okukhiqiza onodoli bakakotini, lo mkhuba ufanelwe ukunakwa.
Isikhathi sokuthumela: Feb-25-2022