Summer Toy Story, you can buy Chenghai Toys Industry Belt Hot Sales Products with a few cups of milk tea, and get the small "divine beast" in the home. From 19:00 to 23:00 on August 11, 9.9 yuan of popular internet celebrity pig bubble cameras, water-playing crabs, ukulele, dinosaur track car that has been accumulated due to the cancellation of overseas orders, 24 Chenghai popular toys this summer, such as play-off series refrigerators and washing machines developed to open up the domestic sales market, will be launched on the Nandu-Jingxi Live Broadcast to transfer to domestic sales toys. The cumulative time of the live broadcast is 3.5 hours, and the number of viewers is nearly 100,000.
This is the first test of Chenghai’s popular toys in the media live broadcast room. It was broadcast by a pair of "1 professional anchor + 1 key merchant CEO". By comprehensively explaining the strength of the industry belt, professionally explaining the safety level of product materials, vividly demonstrating the gameplay and cost-effectiveness of toys, and using limited-time direct reduction and coupons to drive order conversion rate. According to senior executives of toy companies, the conversion effect of the entire live broadcast is significant, far higher than that of ordinary merchants.
This is also the first live broadcast of Nandu’s “Looking for new dual circulation power and Guangdong Industrial Belt Series”. Since the beginning of this year, expanding domestic demand and leveraging the vitality of the domestic demand market have become the key to China's economic transformation. After the outbreak of the epidemic, foreign trade companies that have suffered heavy losses have transformed online, with domestic and international markets simultaneously. In response to this, Southern Metropolis Daily went deep into the Chenghai Toy Industry Belt and focused on foreign trade companies that "find new driving force for dual circulation" through live broadcast. "After the outbreak of the epidemic, companies that are busy surviving will pay more attention to sales in the early stages. But in the later stages, there will be a premium." Lin Duo, secretary-general of Chenghai E-commerce Association, told Nandu reporters that while foreign trade toy companies are transforming, they also began to think about building their own domestic brands.
9.9 yuan hot product sold. Before the boss finished broadcast, he sold more than 300 crabs.
collected all kinds of Chenghai hot toys. Nandu-Jingxi live broadcast to domestic sales toys. The sales process has not officially started. The three items of the Internet celebrity Xiaozhu Bubble Camera, Water Playing Crab, and Playing Fridge that Nandu anchors spoiled in advance have already been sold. The 9.9 yuan water play crab and Bubble Camera sold more than 300 orders respectively.
Some popular toys in Chenghai this summer
This live broadcast, Nandu live broadcast room combined the sales data of Jingxi platform, actual needs of foreign trade enterprises, live broadcast characteristics and other big data in the factory to dig 24 products suitable for live broadcast display, including 9.9 yuan national hot products, high inventory foreign trade single products, and new products specially developed for domestic sales, thereby helping export-to-domestic sales companies to open up the domestic market and better understand user consumption preferences.
Among them, the 9.9 yuan hit series is the most popular. "I have one too"! "The crab playing in the water is interesting, it's so cheap, I place an order." "This pink pig is so popular this year. I bought it for more than 20 yuan before, so I can't buy one again."... Within 20 minutes after the opening of the live broadcast room, the bosses of toy companies who have not appeared on the screen to sell goods found that the magic crab that can crawl and travel was led by the anchor in the live broadcast room and the order was smashed.
At the end of July this year, a reporter from Nandu visited the Chenghai Toy Industry Belt and found that due to the impact of the epidemic, foreign trade companies mainly exported urgently moved online, and with the support of e-commerce platforms, they have created many low-priced hot toys with cumulative sales of 200,000 to 300,000 orders.
The products selected for this live broadcast include seasonal toys such as Xiaozhu Bubble Camera and Water Crab, and also include ace hot products that factories enter the domestic sales market, such as the one-click variant car with sales of more than 300,000 pieces on the Jingxi platform, the ukulele that sold no less than 3 million units on the entire network, the police car series Rickshaw , which is in short supply, and the Nandu live broadcast room is all priced at 9.9 yuan.
It is reported that under the guidance of the big data of the e-commerce platform, foreign trade companies that have turned to the domestic sales market have improved the packaging of the original exported products and developed toys suitable for online sales and meet the preferences of domestic consumers. Nandu-Jingxi Live Export to Domestic Sales Selected Jingxi C2M Customized Large-Part Building Blocks, Hot-selling Children's Cars after Pricing, Prank Hand-Bit Toys, Alloy Back Riders and Plastic Engineering Vehicles that have been changed to small packages, as well as the latest products of factories that are eager to test the market, such as voice-controlled monkeys, Playhouse Series Refrigerators and Washing Machines.
In addition, destocking is also a major difficulty for foreign trade companies that have never been involved in the domestic sales market. Nandu-Jingxi Live Export to Domestic Sales Special Festival also selected high-priced products such as dinosaur track cars and multi-functional variant cars that were previously exported to South America. The driving force behind the popular toys of
. The successors born in the 1990s personally brought the goods to
. "This water-playing crab belongs to Chenghai's clockwork toys. As early as the 1990s, such toys were produced every year. We will constantly update and change the shape. It is currently also a popular Douyin model." After the live broadcast began, Chen Zhuoyue, the first 1993-year-old toy factory owner, popularized research and development ideas for netizens. He sold more than 300 crabs and nearly 200 cars in just over half an hour.
The first toy factory owner Chen Zhuoyue (left)
The toy factory opened by Chen Zhuoyue and his friends uninterrupted in developing new products every month. After multiple rounds of screening and improvement, it used the short video platform and e-commerce platform to sing popularity, and eventually became a hot product with sales of hundreds of thousands. Since the beginning of this year, his shop in Jingxi has continuously launched popular models such as customized large-grain building blocks and four-wheel drive cars with sales of more than 40,000 per day. The popularity of the low-priced toys of
9.9 yuan is not just because of the price. This group of Chenghai born in the 1990s who know toys best are the biggest drivers behind it. They took over their father's factories or opened toy factories independently. With their love and understanding of toys, they keenly capture hot spots and inject the latest design into their products to impress consumers. Although Du Shaodong, the second boss who appeared in
, was the first time to live streaming his own products, he frequently made golden sentences. "Nandu supports Chenghai toy industry belt and help us foreign trade companies overcome difficulties together." "You say 9.9 yuan is OK, just buy it." "Buy a ukulele for less than 10 yuan, and buying it is a child's dream."
He also personally demonstrated "falling a car" in the live broadcast room, and while falling, he reminded netizens to pay attention to the height of the car's rebound. It is reported that his alloy car was the favorite of foreign customers before, but after the outbreak of the epidemic, the customer canceled the order. The platform suggested that the packaging be changed to 8 small packages, and the popularity of Jingxi was increased at a low price of 9.9 yuan. After the packaging was changed, the product was quite popular among consumers in the sinking market.
Du Shaodong's first live streaming of his own products
The third post-90s boss Chen Kaihong and Chen Zhuoyue in the same year, and he brought his new play series to the live broadcast room. He gave up inheriting his family's clothing factory and liked to study the preferences of mothers and improve product details. Whether it is a refrigerator, washing machine, or children's shopping cart, he has improved the size based on mother's feedback, e-commerce platform reviews, etc., focusing on realistic styling and high-end quality. In his opinion, good products are the first step to creating hot products. At present, his Crown Pig Bubble Camera, Children's Shopping Cart, and Huili Cart are all popular products on the Jingxi platform.
The third post-90s boss Chen Kaihong
"I bought all the products that cost 9.9 yuan in the live broadcast room, and I can't stop it. Especially the little pig bubble camera, I was inexplicably moved." Netizens watching the live broadcast told Nandu reporters that when the anchor and the boss explained the product, they not only showed the details, but also popularized the stories behind the product manufacturing and design. The most important thing is that you can buy two to three products in less than a cup of milk tea.
creates a hot brand and creates a brand. Foreign trade companies should transform and promote their own brand
World toys toys, and Chinese toys toys to Chenghai. As one of the nationwide renowned toy gift production and export bases, Chenghai's toy industry has been from small to large, from simple to high intelligence, from a single processing industry to professional division of labor and cooperation based on styling design and raw material supply. After more than 40 years of development, Chenghai has a complete industrial chain, and more than 70% of toys are exported to more than 140 countries and regions around the world.
However, "affected by the global spread of the epidemic, toy exports face problems such as delays or cancellations, which seriously affects the development of the toy industry." Chenghai District Relevant person in charge of the Industry and Information Technology Bureau told Nandu reporters that as Chenghai District encourages and supports enterprises to convert exports to domestic sales, especially toys, as labor-intensive enterprises, we will strive to help foreign trade enterprises overcome difficulties, promote basic stability of foreign trade, and support employment stability.
Nandu reporter learned that with the comprehensive advancement of resumption of work and production and the continuous implementation of support measures at all levels, the economic operation of Chenghai has gradually improved. At the same time, Chenghai District explores and opens new models such as "toys + live broadcast" and "toys + short videos" to promote the transformation and digital transformation of toy trade in multiple formats.
90s bosses are also exploring new ways to play. "We have previously cooperated with e-commerce platforms to do live broadcasts, and we have also trained anchors. But this is the first time that the platform and the media jointly sell goods, and we want to try more ways to play." Chen Zhuoyue said in an interview with Nandu reporters that in the future, they will make great efforts to explore the domestic demand market. In addition to platform traffic, they can use the power of media to enhance corporate brand awareness and grow into an influential domestic toy brand.
Nandu reporters noticed that this group of "heirs" born in the 1990s toy industry generally have a strong brand awareness. Du Shaodong, the second appearance in this live broadcast, told Nandu reporters that they had never been exposed to the domestic sales market before the outbreak. This year, they sold a large number of ukuleles with the help of live broadcasts, but they were all supplied to others and never established their own brand. "If we want to continue to develop the domestic sales market in the future, we must not only develop new products with high customer unit price, but also increase brand exposure while creating hot products."
"After the outbreak of the epidemic, companies that are busy surviving will pay more attention to sales in the early stages. But in the later stages, only brands will have a premium." Lin Duo, secretary-general of Chenghai E-commerce Association, told Nandu reporters that while foreign trade toy companies are transforming, they also began to think about building their own domestic brands. Chenghai now has a number of high-quality companies, such as Aofei, Xinghui, Shifeng, etc. "The creation of a brand requires time and great investment. Those small and medium-sized enterprises that have moved into the domestic demand market need support from the government, associations, media and other parties to enhance and build the reputation of industrial belts and enterprises."
Lin Duo, Secretary-General of Chenghai E-commerce Association,
Produced by: Nandu Live Streaming Studio,
Editor: Nandu reporter Huang Pei, He Bei,
Planning/Coordination: Zhen Qin, Shi Li, Tian Aili, Chen Chengxiao, Li Yang, Guan Jianming, Wei Zhiling,
Execution: Huang Pei, He Bei, Wang Chenchen, Chen Yunjian, Intern, Lin Wenqi,
Appearance: He Bei, Photography: Zhang Jiapei,
Video: Nandu reporter Yang Jie, Chen Yidan, Li Lin, Dong Zihao, Intern, Chen Huiling, Chen Jiayun He Zhenkai
Creative: Huang Chaodan Chen Jinqiong
Design: Zhang Xujun
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