Since this year, Mattel, the world's largest toy manufacturer, has become more and more active in the Chinese market. After announcing the cooperation with many online giants and making a high-profile public of its future growth goals, yesterday, Mattel announced an ambitious layout in the field of early childhood education.
On July 27, Mattel announced that it has completed the establishment of a joint venture with China's largest online mother and child community baby tree, and will cooperate to establish and operate thousands of community chain early education centers across the country. According to the announcement, Mattel and its brand Fisher, which focuses on infant toys, will work with Babytree to develop early education framework, curriculum, syllabus and classroom materials, and Babytree will use big data to determine the strategic location of early education center. It is said that the opening process of community early childhood education centers in six regions of the country has been started. Finally, the number of community early childhood education centers cooperated by both sides will reach thousands.
This is an extension of the online and offline cooperation between Mattel and babushu after Mattel announced in March this year to build an online early education content platform. It is also one of a series of high-profile actions of Mattel in China this year.
The change of consumption concept and the market that the two child policy will release are the reasons why the global toy industry giant inclines to the Chinese market strategically. A commonly mentioned figure is that in China, where the milk powder Market and diaper market are far larger than those in the United States, the toy market is only one third of that in the United States.
Indeed, compared with the usual sense of "play", Chinese parents prefer to improve their children's education level. Early education is an important part of education. According to the prediction of the development prospect of the early childhood education industry by the prospective industry research institute, China's early childhood education market is a sunrise industry, which is in a period of rapid development. In 2017, the scale of the early childhood education market is expected to exceed 200 billion yuan, with huge market potential.
However, compared with the strong demand of Chinese families, the distribution of early childhood education institutions in China is still very uneven, and the resources are relatively scarce. Mattel's resources are undoubtedly more useful.
Since this year, Mattel has announced a number of cooperation with Chinese enterprises, including signing a strategic agreement with Alibaba, cooperating with Tencent on toys based on qqfamily IP, cooperating with Fosun Group to set up a play learning club, and cooperating with Sanyan to develop its own children's clothing product line. The new CEO of Mattel, who used to be a Google executive, omargo Georgiadis, proposed that Mattel should change from a traditional game manufacturer to a "future oriented children's experience company". Last month, Mattel announced a high-profile growth plan in the Chinese market: to achieve 3-4 times the current performance by 2020.
This means that the traditional impression of Barbie manufacturers will become different, especially in China, it is no longer just a traditional sense of "play".
Of course, Lego, a competitor of Mattel, is not idle. It is relying on its wisdom to open up the Chinese market.
Lego, a toy market giant, also has factories, experience stores and theme parks in this emerging market. Last November, Lego Asia's first factory was officially put into production in Jiaxing, Zhejiang Province. LEGO theme park will open in Shanghai as early as 2018. According to Accor Gao, general manager and senior vice president of LEGO Group in China, Lego will also invest more energy in the third and fourth tier cities in China, and LEGO Exploration Center is expected to open more stores.
According to Euromonitor International, the market share of the three global toy giants in China is 2.8% for Lego, 2% for Mattel and 1% for Hasbro. The active layout of Mattel may break this pattern.