Case Study: Animation and how the marriage was a win-win toys - toys, activity - the toy industry

Animation industry has finally realized capital market breakthrough. September 1, China's largest animation Toy Company ?? Guangdong Olympic culture flight Animation Co., Ltd. successfully passed the China Securities Regulatory Commission issued the Audit Committee's review, in order to become the first animation toys industry companies. Set of industries operating in Guangdong Olympic fly content creation with animation as a whole, successful practice in recent years, a combination of innovative toys and animation profit model. Guangdong Olympic whether to fly the successful listing of the domestic animation industry, the toy industry, the effective integration of new breakthroughs in what?



Animation to give toys into the "new energy"

Toy industry is the traditional industries of Shenzhen, but more than 90% of the company are mainly exported to processing face RMB appreciation, rising raw material and labor wages, and many, many toys, a substantial reduction of corporate profits. Shenzhen Toy Industry Association, vice president of Blue Sky Hu told reporters that in 1994, Shenzhen had more than 1,200 toy companies, by 2007, the Shenzhen company has less than 1,000 toys. In addition to relocate about 50 went to other provinces, nearly 200 closed down and stop production. She believes that rely on the foreign manufacture of products, the toy company in Shenzhen can be long-term development. Traditional Toys Industry to develop there must be innovative and take the brand development. "Before, only the processing fees earned by processing, but after the formation of the added value of the brand is intangible. This value is the toy industry continues to develop the ultimate power." Hu told reporters sky continuously emphasize the toy industry links with the animation industry the industry's most closely, the combination of the two can certainly bring a new pattern of animation toy industry.



This, Shenzhen University Industry Centre for Economic Research Professor Wei Dazhi sharply pointed out: "We can not 'traditional industries' understanding of industry and should be eliminated for the backward industries. Just behind the enterprise, not backward industries. Toy industry does there is not high tech, innovative efforts of small issues. but we must continue to inject new life into traditional industries, to ensure sustainable development of industries. "In his view, the traditional toy industry is relatively static, while the animation industry is a dynamic , the static and dynamic combination of these two industries, that would sell itself. Combination of the toy industry and the culture industry is the most important channel to improve its industrial structure, the two complement each other.



"Austrian fly" profit model difficult to replicate

Austrian flying shares formerly established in 1993, Audi Toys Industrial Co., Ltd. Chenghai County. With the development of China's animation industry, Austrian flying time shares changing business model, will operate with the animation industry, the bedrock of content creation to open self-image of original animation, cartoon toy drive substantial growth in sales. First quarter of 2008, the company's sales revenue in the animation company's toy business income accounted for 69.68%, accounting for the company's total sales gross sales gross profit accounted for 90.40%. Market participants believe that the success of this market in Guangdong Olympic flight, the domestic animation industry is undoubtedly a major inspiration. However, to truly be animation content creation business sales combined with the toys, it seems not easy.



Produced by "Storm Rider" and the fame of Shenzhen box cartoon animation brings together 250 people, is the largest two-dimensional original animation for the Shenzhen company, but this enterprise is a predecessor Doll Manufacturers. They created the "me" have the brand quite well known in the industry, the company exports doll doll on the number of the top three in the world belong to the list. Box animation chief executive, said in an interview: "to do toys do when we think of original animation, trying to establish a complete industrial chain. Driven by the influence of movie toy sales, toy sales and through the further promotion of film promotion, promote, and achieve win-win. "But the animation finished, and the box office is also very good, relevant input toys Quemo dare. In this regard, Qian Guodong look of frustration: "video investment is very large, if re-invested toy manufacturing and marketing, financial temporary unbearable. Coupled with the immaturity of the domestic animation market, and we try not to rush." In addition, domestic animation Toys knowledge Weak protection of property rights, market immaturity and other factors is also put into the box cartoon animation toys has been reluctant reasons. Occupy most of the resources in the box but still can not sit here to become a complete industrial chain products division into two independent of each other square.



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