Duck 丫 featured toys online mall planning book

One. Chinese toy market prospects

China's domestic toy market is in its infancy, and its development potential is huge. Although there are some mature markets in Hong Kong and Taiwan and some developed countries as examples and references, they should not be imitated. Domestically, they have their own national conditions and toy market. And the corresponding consumers certainly have their own characteristics. How to use the accurate positioning of packaging design to win this huge emerging market is an area that design workers need to constantly explore and research.

two. Analysis on the market environment of ducks and characteristic toys

In a mature toy market, the market target of toys is mainly divided into two categories: children's toys and special toys for adults. In China, the toy market is still immature, especially the understanding of toys is not mature; the entrenched concept of “toy is the child to play” has bound the domestic toy industry; according to the statistics of the Japan Toy Association, the world’s second largest toy in Japan In the market, the market size of 900 billion yen, adult-oriented specialty toys account for more than 65% of the total, and at least 84% of adult Japanese over 18 years old have toys. In the United States, the world's largest toy market, it generates about $10 billion in annual benefits, while adult-oriented specialty toys account for more than 40%. In China, the world's largest toy production base, the adult toy market is almost blank. Domestic manufacturers blindly put their eyes on children's toys, resulting in a huge and fast-growing specialty toy market in China, which is almost completely occupied by foreign brands. However, due to the high profit of the specialty toy industry for adults at this stage, it is a general trend for domestic manufacturers to join the specialty toy market. In the case that brand awareness and production scale are lagging behind foreign manufacturers, China's special toys need to pay special attention to the important role of packaging design itself.

III. Analysis of the market positioning of ducks and toys

1. The sales channel positioning of ducks and special toys Because of the design of the toy itself and the unique style of packaging design, the sales of special toys also need the corresponding environment and atmosphere, so that consumers are not confused with children's toys, adults buy toys. Not only the toy packaging itself, but also the atmosphere and grade of the purchase environment, the sales environment and display design should also have a sense of quality, maturity and characteristics. At present, many shopping malls in China have set up special adult toy counters. Many cities in China have also opened specialty toy stores for adults. Although they are still junior in sales and display design, they separate independent sales channels for special toys. It is already an important step. Therefore, the counter display effect should be considered in the packaging design of the special toys.

2, the target market of duck geese special toys positioning children love to play, many adults actually have the same nature of love, the popularity of TV computer games and cartoon film and television works in the adult group is an example. The emergence of special toys meets the needs of adults for toys; different levels of adult consumers have different needs for adult toys. For example, adult women like high-end decorative toys, such as rag dolls, plush dolls and small animals, etc.; middle-aged people choose toys with recreational and collectible qualities, such as cars and military models; adult toy market consumption The main force - young people, most of them like the collection of dolls with characteristics and personality.

3, duck 丫 characteristic toys themselves design positioning The main consumers of toys are 20 to 30 years old young people, young people buy toys for their personality characteristics, quality and collection value, rather than traditional toy products Play-based, therefore, durable, puzzle, colorful and other children's toys design requirements can be abandoned in the design of special toys, and instead of personality, fashion, material and styling unique, quality and excellent.

4, the packaging design of duck carp characteristic toys. Most of the consumer groups of characteristic toys are people with stable economic income, and there are even many high-income groups. Of course, there should be enough grades for their toy series; The source of the sense should not be the high price but the packaging design. The toys for adults are more likely to be purchased as a kind of collection. In the packaging, the gap between the products and the purely fun goods should be opened and the goods should be protected. The function is placed on the special toy packaging, and the function of adding value and promotion of the product should be considered first. At the same time, the main consumers of specialty toys are unconventional people. The design of individual fashion can be widely accepted among them. The characteristic of the toy itself is continuous innovation, and it should be echoed in the packaging design. It cannot be too systematic. And the use of too fixed mode, free innovation, constant change is the focus of packaging design to add charm.

four. Profit model

As a btoc shopping site, our biggest source of profit is of course to sell our products. At the same time, our duck web has another profit model - the fee-based membership system: Most retail sites now have a membership system, but such members are free. In addition to our regular members, our website also has VIP members. Vip members can attract long-term customers. Use vip card to enjoy more VIP membership price than ordinary members, as well as participate in various member activities, the price of high-end toys is also slightly higher, so a small discount can save a lot of money, tens of dollars a piece The vip membership card can be offered to customers regardless of the aspect. There are some hot products on our website on the membership card. Many new customers in the first shopping, many of them are for the membership price and the membership card and the product to buy. The website will then send the product and a beautifully crafted membership card upon receipt of the remittance. For ordinary members, we can properly integrate the points system, so that your members can help you promote. For example, if a member a is recommended b to become a member, member a will increase the points. After the points are high, you can also enjoy good discount prices.

Fives. Management method:

Member Management - For a valuable website, the most important thing is the service. The website is the product and service. The service is customer-oriented, and the most important customer of the website is the member. Therefore, the management of this section of the member management should be managed by a special person. The manager should pay attention to the integration of member resources, pay attention to the feedback of the members' opinions, and give members some comments, blogs, music, financial management and other topics of interest to them. They think this website is their own online home.

Front desk management - the front desk is the facade of a website that relates to the image of this website. The front desk management staff should do the following: the layout design should be novel, the graphic production should be appropriate, the webpage should be updated in time, the publicity work should be in place, the page should be attractive, the article should be readable, the theme should be clear, and the content should be rich. Appropriately provide members with such vertical content as friends, friends, sports, reading, financial management, etc., in order to attract members' attention and participation in the website. To do this, you must use a certain professional foundation and sufficient time and effort.

Backstage management - the back office is the heart of a website. In order for a website to operate, it must unconditionally ensure unimpeded background work. The background management is the most technically difficult task in the construction of the entire website. It requires considerable knowledge and experience in website construction and website system maintenance to complete the task. The back-office management personnel should promptly detect the system information, maintain the system operation, and ensure the normal operation of the entire system of the website.