China's enterprises to open up the domestic market need to open up four links

As most of China’s toy companies are export-oriented, they have not fully developed sales channels and logistics systems that are well-suited for the domestic market. To seize opportunities in the growing domestic market, these companies must focus on four key areas: sales channels, logistics and distribution, pricing strategies, and process control. With the global economy gradually recovering, China’s toy exports are showing signs of improvement. However, factors like trade barriers and uncertain economic conditions still pose challenges. As a result, many toy companies are now paying more attention to the domestic market while maintaining their export operations. But due to their historical focus on international markets, they lack the necessary infrastructure to effectively serve local consumers. Therefore, to successfully penetrate the domestic market, they need to invest in and optimize the four key areas mentioned above. One of the most important aspects is developing a solid pricing strategy. A company's pricing decisions should align with its overall business strategy and profit goals. For domestic sales, it’s crucial to set prices that appeal to a broad consumer base. For instance, keeping the price of key products below 200 yuan can help attract both retailers and wholesalers, as this amount often acts as a psychological threshold. Setting prices too high may limit market reach, while competitive pricing can drive demand and increase market share. Pricing is also influenced by various factors such as marketing objectives, cost structures, competition, consumer behavior, brand image, distribution channels, legal regulations, and the overall economic environment. Therefore, toy companies must conduct thorough market research and competitor analysis to avoid price wars and maintain a strong position in the market. Another critical area is establishing an effective process control system. This ensures standardized operations and improves efficiency. Many companies have processes in place, but they often fail to follow them strictly, relying instead on old habits. Implementing a responsibility mechanism where process performance is evaluated and integrated into the company’s assessment system can help ensure compliance and improve execution. In terms of sales channels, toy companies must carefully select the right platforms to reach their target audience. With the global economic situation evolving, shifting from export to domestic sales has become a strategic move. The “channel is king” principle remains highly relevant. Different sales channels—such as department stores, supermarkets, wholesale markets, and online platforms—each offer unique advantages. Department stores cater to premium customers, while supermarkets provide affordable options. Online sales, on the other hand, allow for cost-effective brand exposure and rapid market expansion. Logistics and distribution also play a vital role in domestic sales. Efficient logistics ensure timely delivery, reduce costs, and enhance customer satisfaction. Toy companies can optimize their distribution by improving planning and route optimization. By consolidating orders and using scientific methods to determine the most efficient delivery routes, they can significantly cut down on transportation costs and improve service quality. The path to successful domestic sales is not easy, but with the right strategies, Chinese toy companies can adapt and thrive. By adjusting their pricing, building strong sales channels, and managing internal processes and logistics effectively, they can capture a larger share of the domestic market and achieve sustainable growth.

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