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Children are picking their favorite toys
The clerk is disinfecting the recycled toys. This photo was taken by the chief reporter Zhong Zhibing.
Chongqing Business Daily - upstream financial reporter talks
Yesterday morning, Daping Yingli Da Rongcheng, the mall just opened at 10 o'clock, the 1 year and a half of Tao Tao and grandma went straight to a toy store to pick their favorite toys. Unlike other toy stores, the toys in this store are not sold to the public. They are similar to the "Toy Library". Children's toys can be rented home with very little money and returned after two weeks.
“Shared Toys†seems to solve the pain points of parents by “selling and sellingâ€, satisfying the children’s “new and old†with the least amount of money, and maximizing the space at home. This is the first infant toy rental platform in Chongqing. It has been operating in Chongqing for 3 years. It has changed two places before and after. There are still very few people who know it. It is all passed on by the acquaintances. The company has not made a profit. .
The site of the 1300 yuan toy 128 yuan rented home
Mu Mu, 2 years and 2 months old, is a member of this toy library. His parents gave him a card here a year ago. Now, every week, he will come with his mother-in-law to come here and pick what you like. toy. "When I was a child, we helped him to choose. Now it is his own choice." Yesterday morning, the reporter saw Mu Mu’s mother-in-law and Ms. Sun in the store. She told reporters that from the perspective of parents, renting toys is definitely more cost-effective than buying. a lot of.
Like Mu Mu, the 1 year and a half Tao Tao is also a member here. Yesterday, she just went to the store to rent toys with her grandmother. Tao Tao valued at a child can take remote control of electric cars, for example, in an ordinary toy store, this child stroller to sell about 1,300 yuan, the toy library, only 128 yuan can rent a home to play two weeks If it is a member, it can be discounted on the basis of 128 yuan. "This kind of large-scale toy, rent is definitely a lot of money." Ms. Zhu, the grandmother of Taotao, said that they will also buy toys for their children, but many large toys are thousands of toys, and children can’t play for a long time without wanting to play. Therefore, rent Toys save money and save space. At the same time, there are many varieties to choose from.
Mode offline display experience online order delivery
“This store is mainly to showcase toys and let members experience it on the spot.†Jiang Xia, a clerk at the toy rental store, said that there are currently more than 400 kinds of toys in the store, and foreign brands account for more than 80%. The rest are also well-known domestic toy brands. .
In the physical store, there are puzzles, remote control, and leisure classes. According to the classification of large, medium and small toys, the prices are different. Among them, large toys account for the majority. “Large toys are expensive, occupying local places, and some are not good to buy.†Jiang Xia said that many parents are willing to spend money to rent large toys and let their children go home to “play freshâ€. In addition to the low rent, many toys are listed abroad, they will return to the country directly, can let the children "play new", often at this time, Chongqing major toy stores do not have these goods. In addition, children can go to the store to pick their own, once you are interested, rent it directly.
In order to cater to the market and to facilitate customers, they put the main customer base online, and the physical store traffic is also directed to the online. Tan Yijie, the owner of the toy rental platform, thinks that with the fashionable Internet + sharing economy on the vent, it is sure to "turn" the toy into new tricks.
Tan Yijie hired a special team to develop an app and opened a Taobao store and a micro store. As long as the customers in the nine districts of Chongqing's main city pass the online order, they will be delivered to their own logistics.
Difficult to work for 3 years can only break even
In the morning of the reporter's interview, there were two members who came to the store to experience. At the noon, there was a parent who came to inquire. “On weekdays, it is already good.†Jiang Xia smiled, usually came to the store two days in the weekend. There are more children in the room, and there may not be one guest in one morning.
"Hello is not a seat" has troubled Tan Yijie for many years. This seemingly win-win "toy sharing" has not made him profitable. "Now, I have been doing this for 3 years, and it is definitely the first in Chongqing. It is also in the forefront of the country." Tan Yijie took the store from Nanping to Daping, from 40 square meters. Expanding to 400 square meters, it can only achieve balance.
Tan Yijie once chatted with colleagues in Qingdao and Chengdu, and they all lamented that "it is difficult to make money." He calculated an account, only the entity to display the store, the monthly expenses will be tens of thousands of dollars, they are now mainly using the membership prepayment method, many parents still have many doubts about toy rental. In the past three years, the number of members of the toy rental has grown to about 400, which is based on word of mouth and introduced to each other.
However, for this business, Tan Yijie is very confident. His idea is to focus on the APP in the future, and at the same time, it will link with other cities to open up the domestic toy rental platform.
Investigate transparency, there is not enough supervision
Toy rental solves the pain points of users, but behind the fact that it does not make money, the problems of inconsistent management standards and lack of supervision are still outstanding.
Once, a user rented a toy, and as a result, the child peeed on it and damaged the component. Jiang Xia said that under normal circumstances, they will remind parents that if the damage is to be notified at the first time, then they will send maintenance personnel to repair it. "If there are only some minor problems in sound and light function, it will not make the customer lose money." She also stressed that if the damage is serious, the maintenance costs will be borne by the user.
Jiang Xia said that when children choose toys, the staff will also guide, such as children under the age of 2 to play, then 4 years old children are best not to rent, so as to avoid over-age rental caused by toy damage.
At the time of the investigation, the compensation standard for toy damage was not clear, which made some parents feel unreasonable. Mr. Xiao, who lives in Yuzhong District, has a 3-year-old child. Although he recognizes the model of toy rental, he also bluntly stated that the compensation standard was unilaterally set by the store. For consumers, this is obviously unfair.
Children like to bite, and the biggest concern for renting toys parents is health. The reporter saw that when the staff disinfected the toys that were recycled or prepared for rental, they were cleaned with a special wet wipe for infants and children, then wiped with disinfectant water, followed by high temperature spray and ultraviolet disinfection.
During the investigation, the reporter called the industrial and commercial department. The staff said that if there is any dispute in the leasing process, the industry and commerce can intervene, but there is no standard on how to define whether the disinfection is in place. Subsequently, when the reporter called the Health Supervision Bureau of the Health Planning Commission, it was found that there was no clear department to supervise the disinfection work in the toy rental market.
To this end, some parents mentioned that relevant departments should strengthen management and strict control to ensure that disinfection facilities are in place and play the proper disinfection effect to prevent the spread of diseases and ensure that children's health is not affected.
In February of this year, a message from the AQSIQ Defective Product Management Center caught the attention of parents. The EU recalled three toys for infant products, such as a riding toy named “Dohany Quad gyemekjáték†in Hungary. The products did not meet the requirements. The Toy Safety Directive and the relevant European Standard en71 -1 were recalled. In the rental of toys, because of being recycled many times, quality issues are also the focus of many parents.
Tan Yijie explained that some of the imported toys are through Amazon Haitao or foreign direct mail, while domestic brands are looking for dealers to get the goods directly. "Toy quality must be good for us. For the purchase certificate, later Show in the store."
The National Standards Committee has said that this year it is speeding up the organization and revision of a number of national standards for toys and baby products, and some new standards will be released in the near future.
It is recommended to try community management for market segmentation
Liao Chenglin, a professor and director of the School of Economics and Business Administration of Chongqing University, believes that “shared toys†seems to use the most fashionable elements, but has never been optimistic about the capital market. The sharing of high-end toys is more like “chicken ribsâ€, so it is not easy to use.
Liao Chenglin mainly mentioned two problems. First, safety is not only related to disinfection. For example, many toys now involve electricity, etc., because there is no industry authority, so there is a regulatory gap to increase the risk; second, maintenance, The damage of the toy is uncontrollable and there is no standard for maintenance costs.
To make toy sharing a breakthrough in the Internet + era, Professor Liao suggested trying from these aspects. The first is to reduce the variety of toys and make the cost controllable; at the same time, thematic management and community management. For example, subdividing toys into high-end toys, wooden toys, remote-controlled toys, etc., regularly launch different themes and promote them in various “small†communities, without having to cover everything.