The first generation of the "Day News" "Economic Half-hour" column, the history of brand development has attracted much attention

The domestic smart toy market has just started, and there are very few unicorn brands with complete product lines. With the rise of the parental group after the 1980s, which pays attention to quality, pays attention to scientific parenting, and the arrival of the second child era, the market potential of smart toys in the future will be infinitely magnified. As a smart toy brand with 20 years of industry leading experience and rich product lines, Ha Yi is expected to fill this market gap and become the leading brand in China's smart toy market.

Founded in 1999 and headquartered in Hong Kong, the first generation is a smart toy company with its own brand. It has successfully realized the perfect combination of international marketing, SAR research and development, and mainland production. It has been unanimously recognized both inside and outside the industry. "Guangdong Province private technology enterprises", "national high-tech enterprises", "China famous brand products", "China's top ten toy brands" and other honorary titles. In addition, as a brand sponsor, the first generation also supported and assisted the 2008 Olympic Games, the 2010 World Expo, the 2010 Asian Games, the 2011 World 26th National Games and so on. During the World Games, the mascots provided by the Harbin Toys were presented to politicians and guests of various countries after the opening ceremony hosted by President Hu Jintao.

Not only that, CCTV's "News Network" and "Economic Half-hour" two major heavyweight columns have also carried out more than 10 in-depth reports on the development history of the Ha-generation brand. In the report, we can understand that it is no accident that the generation of Harbin can have today's success, but the inevitable after careful consideration of independent innovation.

In the interviews of the two programs, Xiao Lin, the chairman of the first generation, mentioned such an idea: if the enterprise wants to develop, it must respond to the national call, from production to production, establish its own brand, and increase the added value of its own products. And the government should also guide enterprises to close to the high-value-added, high-tech, high-profit three high enterprises. Only in this way can we increase corporate profits and enable enterprises to achieve long-term development. Mr. Xiao also mentioned that it is precisely because the generation of Harbin realized the importance of smart technology and innovation as early as 2006, in order to make it safe to pass the 2008 financial crisis, embark on the road of independent brand building, and get everyone's Recognition.

In this regard, "News Network" also said that today, adjustment structure, transformation and upgrading, and upgrading their own quality has become the only choice for enterprises to develop. Guangdong Ha Yidai Toys Co., Ltd. can get today's results, and it insists on its independence. Brand roads, promoting technological innovation, and continuously enhancing corporate competitiveness have a close causal relationship. This kind of transformation and upgrading thinking is also worth learning and learning from the whole industry. Only in this way can China's toy industry usher in the real blue ocean era.

In addition, "Economic Half-hour" also said that China has now entered the stage of intelligent creation. As the hinterland of the domestic economy, the Pearl River Delta is a process that must be experienced. The success of the first generation has also proved to everyone that only by upgrading from a labor-intensive industry with low added value to a technology-intensive industry with high added value of business can the long-term development of the enterprise be realized.

Through the brand upgrade of Harbin's brand, it is not difficult to find that in this era of innovation and labeling, the brand has become the core competitive factor of the toy industry, as is the smart toy. At present, domestic toy enterprises mainly focus on OEM production, the brand effect is not obvious, the sales method is single, and a small amount of pure processing manufacturing income is earned, and the competitiveness is insufficient. In view of the limitations and dependence of the OEM model, toy companies must begin to pay attention to the construction of their own brands, and get rid of the OEM business model by independently researching and developing toy products, increasing investment in brand construction, optimizing channel sales layout and introducing cultural and creative connotations. Forming its own brand advantage and realizing its own business.

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