In the post-financial crisis era, the state once again emphasized that Chinese enterprises should transform and upgrade. As a toy company, I believe that the CEO of the enterprise is very clear about the truth of "transformation and upgrading is to continuously innovate and establish a competitive advantage", but how to transform and upgrade is indeed not simple. The first thing to do is to change the concept.

1. For elephants to break free from their shackles, they must abandon their formed ideas and habits

We can often see this phenomenon: an adult elephant is tied to a wooden post by a thin iron chain. In fact, with the strength of an elephant, you can break free from that chain at any time. But the strange thing is that the elephant does not do that. This is because the elephant was tied to the post by this thin iron chain when it was young. The elephant tried to break free from the chain, but it was too weak to break free. After numerous failures, the elephant finally gave up. As the days passed, although the elephant grew up, the elephant always thought that it could not break free from the chain, and finally gave up the idea of running away.

We have many elephant-level toy companies. They have been OEM-type processing since the start-up period of the company. At that time, we also wanted to innovate to become an ODM-type or OBM-type production company. Because the company did not have its own toy sales market resources, and at the same time, there were sufficient OEM orders. , to meet the needs of the survival and development of the enterprise. Therefore, after years of development, our toy enterprise has gradually become a large toy enterprise with an annual output value of several million from a small enterprise with an annual output of several hundred million. It can also do OEM processing. Good ideas and habits have been formed. Therefore, in order to break free from the 'fetters' and transform into a competitive gaming enterprise with independent intellectual property rights through innovation, the company must first break the previously formed ideas and habits. 2. There are differences in operation between the production model and the innovative market model

The main features of the business model of toy production enterprises are: professional services to toy dealers (traders).

The main features of the toy innovation market-oriented business model are: professional service to consumers (customers).

 The operation of a toy production enterprise starts with the dealer's order. All the business activities of the enterprise are based on the requirements of the order. It is good to organize the system links such as material supply, production arrangement, quality control, logistics and customs declaration, and the whole business process can meet the requirements. The dealer's request will do. As a toy innovation market-based operation, the system link needs to be extended to both ends. One is to do product development, and it is necessary to consider what kind of toy products are needed by consumers in the market; Consider how to do channels, how to do publicity, etc. Therefore, to be a toy innovative market-oriented business model will have higher requirements for enterprises, and using enterprise production management experience to manage marketing will often lead to failure, because serving dealers and serving consumers is very important. big difference.

As a toy manufacturer, the products we do are determined by the dealers. We don't need to consider whether the toy products we produce can sell well in the market, nor do we need to know how the dealers sell toys in the market. Therefore, many toy companies that have made export orders for decades have no idea why such a large number of toy products can be sold in foreign markets; how those foreign toy companies do market sales. When the same toy product does not sell well in the domestic market, the CEO of our company will judge: My toy product is not a problem, but it is a problem in the domestic market.

It is impossible for the CEO of the enterprise to guide the transformation and upgrading of the enterprise without the successful experience in the past, but this is precisely the fatal problem from the very beginning. Toy companies that focus on exporting are basically very professional in all aspects of toy production. In this regard, if they want to become innovative market-oriented toy companies, they must make up two shortcomings: one is toy product innovation. development; the second is toy marketing.

3. Innovate the future of the enterprise and take the first step of transformation and upgrading boldly

At present, domestic toy companies are in the stage of transformation and upgrading. Many toy companies have realized that the business model of relying on OEM processing for foreign toy companies will inevitably become the bottleneck of enterprise development. They have invested heavily in research and development, and companies are very clear: with the changes in the world toy market, domestic toy companies can only achieve greater and sustainable development space if they make breakthroughs in the development of innovative products. Therefore, gradually accumulating products with independent intellectual property rights is the only way to deal with domestic and foreign market competition, which can further enhance cooperation with foreign merchants, and on the other hand, is a strong guarantee for the domestic market. It can also be seen from the successful cases in the market that a good product does not need marketing very much, and it will pull and go by itself. Without a good product, the more we invest in marketing, the faster the business will die. Therefore, the constant pursuit of innovation in toy products is the basic route for an enterprise to become bigger and stronger.

Toy companies do not necessarily have to be brands in the market, because the brand influence of toy products for children is very weak, and it is not worth the gain when toy companies invest heavily in toy brand building when they are in the market. Therefore, toy companies do not realize their dreams first Well-known brands should invest in innovative toy products. Due to the diversity of toy products, there are many opportunities for innovative products in the market. Therefore, we must be clear: the toy market can be without brands, but it must not be without innovative products. .

It is not easy to try to create innovative toy products, but if we know the toy product market very well, understand the needs of children and children's parents, and combine our rich experience in toy products, innovative toy products are also very easy to do. .