Since the beginning of this year, the world's largest toy manufacturer, Mattel, has become more frequent in the Chinese market. Following the announcement of cooperation with many online giants and high-profile disclosure of future growth targets, yesterday they announced their early education. An ambitious layout.
On July 27th, Mattel announced that it has completed the formation of a joint venture company with China's largest online maternal and child baby tree, and will establish and operate thousands of community chain early education centers across the country. According to the announcement, Mattel and its brand of baby toys will work with Baby Tree to develop an early education framework, curriculum, syllabus and classroom materials. Baby Tree will use big data to determine the strategic location of the Early Learning Center. It is said that the opening process of the Community Early Learning Center in the six major regions of the country has been initiated. In the end, the community early education centers that the two sides will cooperate will reach thousands.
　　
This is one of the series of high-profile actions of Mattel in China since the announcement of the cooperation between the company and the baby tree in March this year to create an online early education content platform.
The shift in the concept of consumption and the market to be released by the second-child policy is the reason why the global toy industry giant is strategically inclined to the Chinese market. A frequently mentioned figure is that in the milk powder market and the diaper market is much larger than that of the United States, the toy market is only one-third of the size of the US.
Indeed, compared with the usual "play", Chinese parents prefer to improve their children's education level. Early education is an important part of education. According to the Prospective Industry Research Institute "Early Education Industry Development Prospects Forecast", China's early education market belongs to the sunrise industry, which is in the period of rapid development. In 2017, the size of the early education market will exceed 200 billion yuan, and the market potential is huge.
However, compared with the strong demand of Chinese families, the distribution of early childhood education institutions in China is still uneven and resources are relatively scarce. Mattel’s resources are undoubtedly more useful.
Since the beginning of this year, Mattel has announced a number of cooperation with Chinese companies, including a strategic agreement with Alibaba, cooperation with Tencent in QQfamily IP-based toys, cooperation with Fosun Group to open a play club, and cooperation with three guns to develop their children's wear. product line.
After the appointment of MargotGeorgiadis, the new CEO of Google’s executives, Margot Georgiadis has proposed that Mattel will change from a traditional game maker to a “child-oriented company for the future†and announced a high-profile growth plan in the Chinese market last month: It is 3-4 times the current performance by 2020.
This means that the Barbie producers in this traditional impression have to be different from the past, especially in China, which is no longer just a “play†in the traditional sense. Of course, in the layout of Mattel's competitor Lego is not idle, it is to open the Chinese market with the puzzle.
Lego, the toy market giant, also opened factories, experience stores and theme parks in this emerging market. In November last year, the first LEGO Asia factory was officially put into operation in Jiaxing, Zhejiang. The Lego theme park will open in Shanghai as early as 2018. According to Yaguo Gao, general manager of the Lego Group China and senior vice president of the group, Lego will also invest more energy in China's third- and fourth-tier cities, and the Lego Discovery Center is expected to open more stores.
According to market research firm Euromonitor International, the market share of the world's three major toy giants in China is: the first LEGO is 2.8%, Mattel is second with 2%, and Hasbro is 1%. The positive layout of Mattel may break this pattern.
Zester Grater,Fruit Zester Peeler,Zest Peeler,Cheese Grater
Xiongyang Household Co., Ltd , https://www.jmyjkitchen-manage.com