Introduce animation elements into children's furniture

Yang Tao admits that he has paid a lot of "tuition fees" in the past three years, and the business model has gradually become clear. The area of ​​the children's home living hall ranges from two or three hundred square meters to one or two thousand square meters, and then to the planned 10,000 square meters. A stand-up, experiential "child IKEA".

How to enter this Red Sea? If you create a brand to join the market forces, it is easy to become mediocre. However, Yang Tao believes, "If you want to find a well-known anime image to authorize and borrow someone else's children to raise it, it is a pie that has not been discovered by competitors."

In fact, the introduction of animation elements into children's furniture, this has been in the forefront of China's children's home furnishing industry, such as domestic favorite, Ximengbao and other brands are doing. Yang Tao ponders: How many opportunities will I have if I follow up?

So, since 2006, Yang Tao has successively negotiated with companies such as Disney and Time Warner. "At that time, I didn't have much experience (authorized by animation)." Yang Tao said that it was the children's home project that he recommended that the animation giant was tempted before he tentatively authorized derivatives in this field to Yang Tao's Guangzhou Kumanju Animation. Technology Co., Ltd., the first paper contract authorization for three years.

If you do n’t do it twice, you need to sign the "top ten" cartoon image in order to quickly gain a monopoly advantage in the field of authorized animation production. At present, consumers are familiar with cartoon characters such as Mickey Mouse, Donald Duck, Harry Potter, hello kitty, Doraemon, Transformers, etc., all of which have been taken by Kumanju. "Except for Altman who didn't sign, all other big-name images were signed."

Obtaining authorization does not necessarily have to throw away the processing plant, but Yang Tao does not think so, "the children ’s furniture market has no main retail channel." The channel is more profitable, which is also the experience that Kumanju has gained in the past three years of exploration. One, so these children's furniture with anime image design elements were handed over to two foundries in Shenzhen and Langfang, Hebei to manufacture, and Kumanju's more energy was placed on the design and development and channel siege strategy. .

The cost of channels is undoubtedly an unimaginable investment for a newly transformed startup company. So far, Yang Tao can only open 8 direct stores for Kumanju, with an area ranging from one thousand to two thousand square meters.

Yang Tao has two choices for the location of the store: either enter a large non-city center furniture mall, or be next to the toy city R Us in the city center. The reason is very simple. Parents will go to the furniture mall before home improvement. When you are shopping, you will go to the R Us with your children in your free time.

The reason why the channel is very profitable is that Yang Tao found that compared with other animation authorized product stores, the larger size of the furniture store itself has brought broad imagination to other profit channels. "The store does not sell other things, it is also open. I also open a member birthday party store, but it has some more organizational costs and can earn more money. Each person charges 30 yuan."

In addition, Yang Tao also allowed other brother-licensed products to enter the cool and inhabited place together, such as Mickey's schoolbags and the animation bedding that Luolai Home Textile was authorized to produce. "Selling a hundred schoolbags is equivalent to a turnover of 10,000 yuan, but it plays a big role in attracting passenger flow."

In the planned larger-scale living hall, children ’s book bars, dish bars, food counters, children ’s restaurants, and wonderful houses (playgrounds) are also included. Yang Tao continues to include children ’s consumption and experience projects To make Kumanju a true "category killer".

Yang Tao said that letting brothers authorize products to enter their own channels, and also try to lower the price as much as possible, like "IKEA", relying on low-priced household items to attract passengers, thereby driving the sale of furniture.

In product design, our plates and components are as fine as possible, and the best applicability of materials between different varieties should be the highest. In this way, "it can not only control the minimum inventory, but also make an effective combination of furniture assembly."

In the price system, we must also learn IKEA. Because the store has a large volume, high-end, low-end price products are required, the price system can naturally be opened, and the gross profit will not necessarily drop much.

Project reviews

Commentator: Li Jianxin, Investment Manager of Guangzhou Haihui Growth Venture Capital Fund

The characteristics of Kumanju are mainly reflected in the fact that what Kumanju sells is not simply children's furniture, but a children's living atmosphere and lifestyle. As a result, the sales of children's anime home furnishing products have been extended to the sales of anime image derivatives such as anime books, audiovisual products, anime toys, stationery, etc. Through the large-scale operation of chains, retail channels for anime products have been established nationwide.

If the nationwide chain stores reach a certain number, they can create an "animation supermarket" similar to "Gome", which has a strong voice in the retail terminal of animation products.

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