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    重返澳洲,玩具反斗城能否借此在海外重獲新生?

    行行 2019-06-11 09:38 Tags: 閱讀數: 評論:0

    導讀:玩具反斗城日前與澳洲最大玩具商城Hobby Warehouse達成協議,并決定在當地時間6月12日重新回到澳洲市場。

    2018年5月,玩具反斗城嘗試重組失敗之后,其在澳洲部分也沒能抵擋住自己的破產浪潮。當時,這已經是繼美國本土和英國之后的第三次大規模破產退市了。

    但時隔一年之后,玩具反斗城已經準備好再一次進入澳洲市場,其中澳大利亞和新西蘭將成為玩具反斗城的主要“戰場”。在協議中,允許Hobby Warehouse在Toys R Us和Babies R Us的線上平臺上架多品牌玩具,包括迪士尼、樂高、美泰等,除此之外,非常值得關注的是,線上平臺也將銷售Tru Kids Brands品牌的玩具。

    品牌重組吹響反攻號角

    玩具反斗城在破產清算期間保留下來為數不多的知識產權,而Tru Kids Brands作為玩具反斗城創立的戰略性新品牌,肩負著用這些知識產權重獲新生的任務。

    從人員的配置上,我們能夠感受得到玩具反斗城對于Tru Kids Brands的重視,原玩具反斗城零售部門總裁Richard Barry擔任Tru Kids的總裁職位,副總裁則由過去玩具反斗城負責授權的子公司總裁Yehuda Shmidman擔任,其原有的目標是玩具反斗城可以借此在本土翻身,但是能夠重返澳洲也算得上是一個不錯的開端。

    另一方面,這也代表著玩具反斗城開始重視自主品牌的開發,這樣一是可以增加自身的競爭力,不必拘泥于各大玩具公司的授權;第二,自主品牌可以留下更多的用戶,依靠足夠的粘性,玩具反斗城可以在未來有機會觸達其他的相關領域。

    主打線上商店,減少線下體驗店

    Tru Kids Brands在很大的程度上區別于玩具反斗城,無論是在商業策略還是在門店類別以及門店的面積上來看,都做出了非常大的改變,特別是在讓玩具反斗城栽了大跟頭的數字內容和零售渠道方面。

    在澳洲的重新布局也證明了這一點,6月12日僅僅開放了玩具反斗城的網上商店,預計推出線下的體驗店還需要近一年時間的沉淀。這一次的改變意味著玩具反斗城在海外市場走向了轉型的道路,更多的以網絡作為營銷的中心,減少體驗店的數量。借此來降低經營成本,以最快的速度回暖,卷土重來。

    相反的是,玩具反斗城在中國市場的布局則是預計在2021年將線下門店擴張到400家,這樣完全不同的策略得益于他們對于市場的判斷。中國市場的增量和人口基數,足以支撐線下門店的存活甚至是盈利;而在海外市場,亞馬遜和沃爾瑪對零售帶來的沖擊效果已經體現的再明顯不過了。

    搭建門店新類別,向“新零售”看齊

    除了數量之外,海外體驗店的類別也有了不小的改變,新公司也在嘗試彈出式商店、快閃店這類帶有互聯網特色的門店,借此來打破傳統門店帶給消費者們的桎梏,同時在店內體驗和客戶服務這兩方面增加關注力度,向“新零售”方式靠攏,嘗試用服務來帶動消費。

    這一次在澳洲的卷土重來可以算得上是玩具反斗城的一次嘗試,除了增量巨大的亞洲市場外,美國本土才是他們更想要重新奪回的陣地。作為全球最大的玩具零售商,是萬萬不能放棄最大的玩具消費國這片市場的,但即使玩具反斗城轉戰線上,也最好在沒有完全被亞馬遜取代的玩具款上發力,據Jefferies分析師Stephanie Wissink稱,以玩具反斗城為首的零售商來說,未來可能會搶占到35%的市場份額。但這樣的數據其實并不樂觀而且隨著玩具反斗城在美國“重生”的時間點越晚,這個占比也將會越小。

    玩具反斗城通過新品牌、新戰略的重組有機會在美國市場續命,在加持上本土消費者群體和消費習慣的偏好,無論是亞馬遜還是沃爾瑪,電商不可能百分之百地取代玩具反斗城,但未來的運營狀況目前還無法預測,只能留給市場判定。

    文章來源:玩具前沿

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