Brand Dynamics
Jiandong Culture and Creativity: Creating a Co-branded Popular Style with Popular IPs
There is a company that has been established for over six years, with the original intention of focusing on a single category - DIY toys; It is also this company that has explored endless gameplay for DIY toys and has become the backbone of the DIY toy market. Zhejiang Jiandong Cultural and Creative Co., Ltd. (referred to as "Jiandong Cultural and Creative") was established in 2016, specializing in the DIY series, targeting the age range of 5-12 years old. With the design concept of "parent-child, early childhood education, creativity, safety, and fun", we develop a series of DIY trendy toy products around children's hands-on ability and parent-child interaction with parents.Seeking change while maintaining stability and bringing forth new ideas through innovationJiandong, providing you with better companionship! "This is the entrepreneurial intention of Jiandong Cultural and Creative, striving to make life full of creativity, focusing on the DIY puzzle trend toy culture field. From creative cakes and crystal jewelry boxes, to unlocking and exploring Jiandong Surprise Treasure Chests and Jiandong Magic Books, to Jiandong Magic Eggs and Gift Boxes that focus on the concept of princess blind boxes... The product functions bring value added experiences, Let children and parents enjoy the fun and happiness of parent-child interaction together.Wu Huiqin, Deputy General Manager of Jiandong Culture and Creativity, said that the company is very optimistic about the prospects of DIY trendy toys. With the continuous improvement of per capita consumption level in China, households are bound to pay more and more attention to investment in education. Education investment includes regular learning and educational toys. DIY's educational nature can exercise children's hands-on skills, coordination skills, and thinking patterns, so this way of playing with learning and having fun during learning should be very popular.IP authorization as a sales bonusAs a new force in the toy industry, Jiandong Cultural and Creative quickly opened up the situation through IP authorization. According to reports, the current IP collaborations include "Ye Luoli", "Disney", "Mini Secret Service Team", "Xiao Ling Toys", "Baokemeng", "Tuobao Warrior", and "Pearl's Secret". Wu Huiqin stated that the market popularity of the "Disney" and "Yeluoli" series products has always been among the top in the girls' category. For example, this year's best-selling products include the Simple Move Magic Egg Rollie, Simple Move Magic Book Rollie, Simple Move Magic Book Ice and Snow, Simple Move Magic Book Pok é mon, Simple Move Magic Book Princess, Surprise Pandora Magic Box Rollie and Ice and Snow. The sales of other IP products have also continued to grow.Jiandong Cultural and Creative has its own philosophy for choosing IP and balancing its own brand. "At present, the authorized IP for cooperation is quite smooth. We will choose the IP that is hot at present and can be combined with our company's product development direction for cooperation. In addition to the IP core itself, the product must also be characterized by the company's brand. For example, the IP and the brand are balanced on the packaging. In terms of promotion, we can not focus too much on the promotion of IP, and IP is just a bonus for our Private label." Wu Huiqin also disclosed that, In addition to the original IP product series, the company will also use IP as an extension of its self-developed products.Expanding Ideas and Focusing on DevelopmentJiandong Cultural and Creative has formed a strong IP matrix, therefore, it will continue to make efforts in product development and channel sales. Wu Huiqin introduced that Jiandong Cultural and Creative will continue to search for suitable IP partnerships in the future, using IP value to enhance brand and product awareness. We will develop products at different price ranges according to different consumer groups, so that more consumer groups can accept our Jiandong Cultural and Creative products, and continue to expand sales channels, so that toys can be sold in channels such as toys, cultural and creative products, boutiques, gifts, etc. Especially in the field of girls' toys, we will break through the traditional doll type product line and develop trendy products in the direction of educational hands-on and children's jewelry for girls aged 4-12The latest best-selling product, the Simple Move Magic Egg, retains the unlocking gameplay of the Treasure Box series, and accessories can be assembled into dolls and displayed inside exquisite and transparent Simple Move Magic Eggs. In addition, the decoration on the back of the magic egg can be removed from the inside and worn as a hair clip or bracelet. More extended gameplay, inspiring children's imagination, deeply loved by consumers.
