Chapter 161 Giving Toys Special Meaning (4/4)

Before leaving Shengshi Film and Television Company, Ye Zishu told Zhang Guoli that he might borrow a large sum of money from the company in a while to develop real estate.

Zhang Guoli did not raise any objections to this, anyway, it was done this way before, but at that time the funds were used for Phoenix Software Company and Xuanwu Technology Company.

Now that Phoenix Software has achieved profitability, Xuanwu Technology will soon complete the first phase of construction, and the follow-up funds will be borrowed from Phoenix Software.

In addition, Xuanwu Technology Co., Ltd. itself will have a certain hematopoietic ability at that time, and it should have enough funds to build their semiconductor industry chain.

In fact, the research and development of semiconductor equipment basically started at the same time as the research and development of electronic manufacturing equipment, but the progress was slightly slower due to more complexity.

Therefore, Shengshi Film and Television Company has sufficient funds in its account, and it is difficult for them to consume such a huge amount of funds. Even if they want to keep making films, they still need to consider their own talent constraints and market size constraints.

To be honest, commercial housing is not open yet, which is why he asked Guo Dongsheng to set up a real estate company in Shenzhen, because Shenzhen is at the forefront of reform and opening up, and there are already many commercial housing constructions.

If he wants to build real estate in other cities in this era, he can't just build commercial housing, because the volume of housing and housing transactions is not large now.

Everyone lives in a house allocated by a state-owned enterprise. There is no need to buy a house, and the number of buyers is small. Naturally, the price cannot be bought, and it may even not be sold at all.

Not to mention other cities in the Mainland, even the commercial residential properties built in Shenzhen, many of which cannot be sold at all, and it will take a long time to digest.

So it's actually a bit early for him to get fully involved in real estate now, but he feels that the construction cost is much lower than when everyone entered.

More importantly, he can create a lot of job opportunities through real estate. After the speech on the southern tour in 1992, a large number of rural laborers will flow into the cities.

And there are not many jobs that these laborers can do. Apart from jobs in factories, the only market that can accommodate a large number of laborers is real estate.

So all the properties in these urban complexes can only be self-sustained, and he doesn't feel any pressure in this way. Anyway, in the future, he will get more and more properties for money.

In addition to continuing to use the money to support the continued development of its own industry, there will be a large amount of money left over. The money must go somewhere, and he believes that the best place to go is the field of people's livelihood.

If a large number of real estate projects are established now, the domestic real estate market can also be adjusted in the future because the cost is very low and these houses are all self-sustaining.

After leaving Shengshi Film and Television Company, he went to Shengshi Toy Company. Since the establishment of this company, he directly handed it over to Liu Qiannan, the person in charge.

"Mr. Liu, how is the toy company's business going?" Ye Zishu asked as soon as he sat down.

"Borrowing the light of "Toy Story", our toys have been selling like crazy all over the world during this period of time. If we hadn't prepared them in advance, we would probably face a long-term shortage."

When Liu Qiannan heard Ye Zishu's question, she immediately said happily that she never thought that an animated movie could drive such a huge toy sales.

"How much is the operating income?" Ye Zishu asked curiously.

"As of now, our company's operating income has reached 500 million yuan." After Liu Qiannan finished speaking, she took out a document from her desk and handed it to Ye Zishu.

This is the business report of Shengshi Toy Company during this period. It contains detailed data analysis. Ye Zishu quickly scanned it. Judging from the report, the current business situation is already very good for a start-up company.

"I'm very happy that you can achieve such results, but we also need to be aware of the problems in this." Ye Shu said as he closed the report file.

When Liu Qiannan heard what Ye Zishu said, she made an expression of listening attentively, Ye Zishu didn't hold back, and said directly: "The current development of Shengshi Toys Company depends entirely on the popularity brought by Shengshi Film and Television Company's animated films.

However, it is impossible for Shengshi Film and Television Company to release toy animation movies every year, although you can still find many elements that can be used to make toys.

However, this approach of relying heavily on third parties cannot support Shengshi Toys to go further and longer. You must have your own unique toy image.

Like other toy companies, a Barbie doll can be sold for decades. There are many such cases in toy companies in the world, so we need to focus on designing our own toy image.

If we also have a toy that can continue to be sold for decades and last for a long time, then Shengshi Toys Company has the foundation for an everlasting business.

Of course, if you want to turn one or a series of toys into a star product series, you need to cooperate with strong operational capabilities. It is impossible to simply sell toys like now.

As long as any item is endowed with cultural attributes or special meanings, it can become a certain symbol. Only when it becomes a symbol in people's life can it continue to bring benefits.

Let’s take the Barbie doll as an example. Mattel has made the Barbie doll a toy for young girls. With the growth of young girls around the world, this has defined a special consumer group.

When this concept is deeply rooted in the hearts of the people, as long as adults think of buying toys for little girls, the first thing they think of is Barbie dolls. This is the benefit of forming cognitive symbols.

When all little girls play with Barbie dolls, other little girls will buy them even if they don't like to play, because they can use Barbie dolls to socialize among little girls.

In the same way, Hasbro's Transformers also meet the needs of boys, and through animation, film and television, magazines, news reports and other publicity methods, this psychological expectation is strengthened and the market target is locked.

Therefore, when we develop toys, we must first clarify who the target audience is for this series of toys, and then design toys around the target audience.

After the toy is designed, we will give the toy a special cultural symbol, and then use other cultural products to continuously promote and strengthen the cognition of this cultural symbol.

Making toys is not simply making toys, but also needs to tell a good story. In fact, not only toys, but any product, once given a story, its value will double, and the market will open instantly.

The most typical one is diamonds. Diamonds themselves are not special, nor are they rare. When they were first bought and sold as gemstones, their sales were not good.

But when diamonds were associated with love, the situation changed fundamentally, making almost all men and women buy diamonds without hesitation under the propaganda of "love is forever, one piece will last forever". Genius remembered it in a second :(

Items are dead. No matter how beautiful and exquisite the design is, they will lose their freshness over time. Only items endowed with special meaning can last forever. "

"We will work hard in the direction Mr. Ye said!" Liu Qiannan said very simply.

Because Ye Zishu’s words are very reasonable. If Shengshi Toys wants to become a world toy giant, it must have its own competitive products instead of constantly changing product categories to meet the short-term needs of consumers.

Not only would the research and development costs be high, but the benefits from single-category toys would be very limited, so Shengshi Toys still focused on specialization and supplemented by other toys.

Too many toys do not necessarily make money. Only by endowing each series of toys with special meaning and being recognized by consumers all over the world can it continue to bring benefits to the company.

Originally, Ye Zishu wanted to see if he could borrow some money from the toy company, but now that he said it himself, he felt that it was more important to leave the business development of Shengshi Toy Company in the future.

The cost of toy research and development may not be considered high, but to give toys special symbols, a lot of money needs to be invested, and most of the cost is here.

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