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China's toy market circulation of about 50,000 kinds of products from the point of view of the toy category segmentation, product homogeneity is serious. The same kind of plush toys, the same kind of puzzle blocks, often many enterprises production. Intensive homogenization of products, will only appear in the toy market price war situation, resulting in increasingly meager profits of toy companies, and some are even difficult to survive.
Positioning of the enterprise is not clear, irrational allocation of resources is the biggest reason to cause such a situation, at the same time with the lack of creative design aspects of toy designers, have a great relationship plagiarism serious. How to improve the situation of toy product homogeneity, to solve the bottlenecks encountered by designers in the creative design aspects, we continue to explore the topic.
The toy design requires accurate positioning
The theory is that the world's top marketing strategists Ai Ries and Jack Trout, we are in an era of information explosion, and consumers to resist the spread of excessive surplus of products is the "minimum efforts of law", that is small and accurate positioning - hate complexity, like simple. Thus, the location is the primary task of any of the fields.
Accurate design positioning is the key to determining design success and prosperity of the enterprise.
What toy companies bring unique value of consumers, the need to render, therefore, need to toy designer in the design process constantly thinking: design products for which part of the field, the object, bring the value proposition through product The final product positioning to stay in the minds of users and buyers what ...... and so designed positioning. For example, when people mentioned dolls toys, Barbie first thought; mentioned LEGOs, the first thought is Lego; mentioned plush toys, the first thought is Teddy ... they The reason is the sub-category, one important factor is that they have a very clear design positioning.
Only plush toys, in addition to the plush bear, there are many animal images and we created a virtual image to be developed, especially the image of Chinese giant panda plush toys, toy companies so far there is no one to this category do to the first. So, toy companies if you want to occupy a unique position of the minds of consumers in the product segment of the category on the basis of designing new products, it is necessary to continue to communicate this unique positioning, and firmly in the minds of consumers.
Toy design creative source
In recent years, some domestic toy toys wholesale market can be described as dazzling variety, but many features and attractive is not strong, the designer of the product innovation is only satisfied with the replacement of the product shape, color, material, function, and thus the so-called innovation superficial, this product is not resonating with consumers and recognition. Traced in some of our corporate the playing board division of plush toys called plush toy designer, the engineering structures officers of the plastic toys are called toy designer, toy designer more act as engineer role, plus the professionalism of the toy designers and design vision restrictions, lack of understanding of the many new design concepts and product marketing tools, resulting in a lack of market innovative products the situation.
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Qingdao Kaleer Toys Industry & Trade Co.,Ltd
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