subject: See Toys Fuwa Official Licensed Product Marketing [print this page] "This Fuwa How to sell? "" 98 per set, 170 this is not bad. "
8 27 4 pm delivery manager Fu Liping side and come to the staff of reconciliation, he is busy greeting guests. Fu Liping Olympic licensed merchandise retail stores in Beijing Xidan shopping centers. Entered in August, has been so busy that she did some overwhelmed.
Licensed Olympic goods have entered a "clearance" period after 6 months, toys Fuwa, Olympic medals and other licensed merchandise will not sell.
Identity Fu Liping manager of the retail stores do, the real "boss" is the Shenzhen Yue Wing Cheong Light Products Co., Ltd.. Yue Wing Cheong is licensed Olympic manufacturer is licensed retailers. In Beijing, Yue Wing Cheong's licensed products have more than 10 retail stores.
This is the Beijing Olympic marketing plan. In addition to franchising program, but also sponsors programs and ticket plans. Get the franchise qualifications were better qualified, industry leading companies, Beijing Olympic Organizing Committee has identified 73 licensed manufacturers, licensed retailers 76.
In Beijing Olympic licensed merchandise stores a total of 700. In the Xidan commercial street, with the exception Yue Wing Cheong, there are capital and letter of guarantee Beijing Co., Ltd., Ningbo Beifa companies, the company store.
Want to be a licensed retailer is not easy. Program through the recruitment of first instance, the Beijing Olympic Organizing Committee but also field trips, and then the retrial, the company's qualifications, financial status, the existing distribution network, warehousing and logistics capabilities, licensing and franchising retail sales experience program and so the selection standard list.
2004 8 5, the first franchise store opened in the Beijing Olympics, now has more than 6,000 retail stores nationwide. Licensed retail stores with the same image, store retail sign franchise issued by the Beijing Olympic Organizing Committee and uniform suspension. Each retail store area under different pay 20,000 yuan less franchise fee, in accordance with the contract, the stores are not able to self-promotion.
2005 11 months ago, the business license has been some light retail, to change their destiny is the mascot Fuwa. November 11 that year, the Beijing Olympic mascots in the society, the next day, Fuwa toy that is on sale. Yue Wing Cheong Road, the company's sales manager, Wang QP, then hot hot Fuwa, goods arrived, flew to sell to.
As consumers blitz, manufacturers once out of stock.
Into Franchise businesses to get the production or sale of licensed merchandise rights, need to pay a franchise fee BOCOG. Prior to 2007, licensed Olympic merchandise franchise fee is based on 10% of the retail price charged, the licensed manufacturer to the retailer's wholesale price can not be less than the retail price of 55%.
If a Fuwa Toys Retail Price of 100 yuan, BOCOG took the concession fee is 10 dollars, retailers and manufacturers all have 45. As the organizing committee for the tax concession fee, the manufacturer should also BOCOG payment of 4 yuan of taxes, actually received was 41 yuan, which includes production costs and corporate profits.
A Fuwa toy production costs are usually 35% of its retail price, that is, the licensed manufacturer and the Beijing Olympic Organizing Committee's profit margins were about 10%.
2007 year, Beijing Olympic Organizing Committee to adjust policy to require manufacturers of wholesale price not less than 50% of the retail price, concession fees from 10% to 8%. A year later, the policy re-adjustment, the original wholesale price of not less than 50% of retail price restrictions were abolished, Fuwa toy wholesale price in the end how much depends entirely on the manufacturer and retailer of private consultations between.
Policy makers have repeatedly complained that retailers favor. If by the wholesale price of no less than 50% of retail operators, retail and 100 of the Fuwa, the original wholesale 55, now only sell 50, except for 8 yuan BOCOG concession fees, the remaining 42 yuan, but also pay nearly 3 tax dollars, a rough calculation, producers receive about 39 per hand. Adjustment, the BOCOG and the producers have less revenue by 2%, but the retailer's revenue increased by 5%.
Accordance with the contract, the licensed manufacturer of the product can only sell to licensed retailers, as the same manufacturer and homogeneous product competition, Fuwa toy wholesale prices had fallen, the wholesale price the retailer has dropped the retail price of the market The Sizhe about.
Winner
Manufacturers feel that they take greater risks. Fuwa Toys specializes in production of 8 enterprises, from Beijing, Shanghai, Jiangsu, Fujian. According to management estimates, more than two months before and after the Olympics, Fuwa mascot toy sales is more than twice the time of release, so manufacturers started from last September on a huge stocking program.
