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5月初,去年开始高调进军国内市场的玩具专卖店法国狮子头一口气关停了其在华4家门店,在业内引起不小关注。其实此事4月就初见端倪,法国狮子头在中国区域的8家连锁店全线产品5折销售,令人讶然。市场是不断变化的,玩具流通渠道的演变也正在进行之中,而中国的玩具市场之大更使得这种变化充满着复杂性。一些玩具公司切中市场之脉突破成功,另一些玩具公司不服水土而折戟沉沙,有些企业则茫然不知所从。在这个动荡的市场上,传统与现代渠道等多重力量交织,企业需要思量,是静观其变伺机而动,还是积极谋变找准渠道变革的大方向?
In early May, the toy store which started its high-profile entry into the domestic market last year, the French lion shut its 4 stores in China in a single breath, causing much concern in the industry. In fact, the matter first appeared in April, France Lion head in China’s eight chain stores across the board 50% off sales, it is astonishing. The market is constantly changing, and the evolution of toy distribution channels is under way, and the changes in China’s toy market make it more complicated. Some toy companies cut the veins in the market to break through the success. Some toy companies are not convinced by water and soil, while others are at a loss. In this turbulent market, traditional and modern channels intertwined multiple forces, companies need to consider, is wait and see wait for the opportunity to move, or actively seek change to identify the general direction of the channel?