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 yet developed sales channels and logistics systems that fully align with 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, challenges such as trade barriers and fluctuating demand make the future uncertain. As a result, many toy companies are now shifting their attention toward the domestic market while still maintaining their export operations. Yet, due to their historical focus on international markets, they lack the necessary infrastructure for efficient domestic sales. Therefore, they need to invest more effort in developing strong sales networks, optimizing logistics, refining pricing mechanisms, and implementing effective process controls. To succeed in the domestic market, toy companies must first establish a sound pricing strategy. A well-designed pricing plan should be aligned with the company’s overall business goals and target market. It should consider factors like consumer psychology, competitor pricing, and product positioning. For example, to capture a large market share, companies should avoid setting prices too high. Important toy products should ideally be priced below 200 yuan, as this is a psychological threshold that influences both retailers and wholesalers. Pricing is a crucial element of marketing. Factors such as marketing objectives, cost structure, competition, consumer behavior, brand image, distribution channels, legal regulations, and economic conditions all influence pricing decisions. Therefore, when setting prices for domestic sales, toy companies must conduct thorough research on both consumers and competitors to avoid price wars and maintain a competitive edge. Second, internal sales processes must be streamlined through a robust process control system. This system ensures standardized operations and improves execution efficiency. Many companies already have established processes, but often fail to follow them strictly. Instead, they rely on old habits, leading to inefficiencies. A proper process control system helps ensure consistency, reduces errors, and enhances productivity. Third, selecting the right sales channels is essential for domestic success. With the global economic crisis easing, many toy companies are transitioning from export to domestic sales. The choice of sales channel plays a critical role in capturing market share. There are several options: - **Department Stores**: These offer a wide range of toys, often high-end brands, with good quality and location advantages. They are usually located in busy areas and attract loyal customers. - **Supermarkets**: Toys sold here are typically affordable and available in bulk, making them popular among everyday shoppers. - **Wholesale Markets**: These cater to different income levels, but only the best ones can stand out in a competitive environment. - **Online Channels**: E-commerce platforms allow companies to reach a broader audience at lower costs, helping to build brand awareness quickly. Fourth, an efficient logistics and distribution system is vital. Logistics involves receiving orders, processing, sorting, picking, and delivering goods. It adds value to the product and enhances competitiveness. However, it also comes with costs, especially for bulky items like toys. To reduce delivery expenses, companies can improve distribution planning and optimize delivery routes. By strengthening order management and using data-driven methods to determine the most efficient delivery routes, toy companies can significantly cut transportation costs and improve service quality. In conclusion, the journey toward domestic sales is not easy, but it is essential for long-term growth. Companies must rethink their strategies, set competitive prices, build reliable sales channels, and streamline their internal processes and logistics. Only then can they achieve sustainable profits in the Chinese market.

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