What is needed for toys to enter the mall?
In recent years, the toy industry has continued to heat up, especially with the emphasis on parent-child consumption and children's education. Toy brands entering shopping malls have become a popular choice. However, successfully entering a shopping mall is not an easy task and requires meeting a series of conditions and preparations. This article will provide structured guidance for toy brands from four aspects: qualification requirements, fee structure, process steps, and hot trends.
1. Basic qualification requirements for toys to enter shopping malls
Shopping malls have stricter qualification reviews for brands entering the market, especially in the toy category involving children's products. Here is a list of common qualifications:
| Qualification type | Specific requirements |
|---|---|
| business license | Need to include toy sales or production scope |
| Product quality inspection report | Comply with national toy safety standards (such as GB 6675) |
| Brand authorization letter | Agent brands need to provide brand authorization documents |
| 3C certification | Suitable for compulsory certification categories such as electric toys and plastic toys |
| Trademark registration certificate | Private brands need to provide trademark certification |
2. Cost composition and budget planning
The cost of entering a shopping mall usually includes fixed rent, deductions, promotion fees, etc., which vary depending on the grade and location of the shopping mall:
| Expense items | Description | reference range |
|---|---|---|
| rent | Calculated by area or location | 200-800 yuan/㎡/month |
| Deduction points | Turnover percentage | 10%-25% |
| margin | Contract performance deposit | 20,000-50,000 yuan |
| Decoration fee | Counter or store decoration | 50,000-200,000 yuan |
3. Settlement process and key steps
From application to opening, you need to go through the following processes:
1.Preliminary research: Evaluate shopping mall traffic, distribution of competing products and matching degree of target customer groups.
2.Submit application: Provide brand information and cooperation plans to the shopping mall investment department.
3.Negotiation and signing: Determine rent, deduction points, contract period and other terms.
4.Decoration acceptance: Complete the decoration according to shopping mall specifications and submit it for review.
5.Preparations for opening: Distribution of goods, personnel training and planning of promotional activities.
4. Hot trends in the toy industry in 2024
Combined with the hot spots on the Internet in the past 10 days, the following toy categories are more likely to be favored by shopping malls:
| Trending categories | Representative products | heat index |
|---|---|---|
| STEM educational toys | Programming robots, scientific experiment sets | ★★★★★ |
| IP joint model | Disney, Ultraman and other licensed toys | ★★★★☆ |
| Environmentally friendly material | Wooden and biodegradable plastic toys | ★★★☆☆ |
Summary
Toy brands entering shopping malls need to comprehensively consider qualifications, costs, processes and market trends. It is recommended to give priority to shopping malls that match your own positioning and use popular categories to enhance competitiveness. Planning your budget and resources in advance can significantly improve your success rate.
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