玩具风靡市场的典型案例分析｛转载｝
一、玩具的热销
一种以中文“猪猪”发音命名的毛绒电动豚鼠（仓鼠）玩具“猪猪宠物”眼下风靡美国，成为不少家长为孩子准备礼物时的首选。随着圣诞节临近，“猪猪宠物”供不应求，不少商店出现断货，使一些家长感叹购买难度堪比接种甲型流感疫苗。
这种原本定价不足１０美元的电动宠物如今“身价”连翻几番，令人始料不及，却也为商家消除后危机时代假期消费市场阴霾带来希望。
纽约州斯卡斯代尔市玩具店“学习快车”的店主肯·莱文索恩等了近两个月，才收到他订购的那批“猪猪宠物”。由于各商家争相进货，供货方只能为莱文索恩提供他预计进货量的三分之一左右。
“它们很可能今天就卖完，”莱文索恩望着这批刚到的“猪猪宠物”说。
实际上，不仅像莱文索恩这样的独立经销商难以进到足够数量的“猪猪宠物”，沃尔玛、塔吉特百货等零售业巨头同样面临库存飞快下降却难以及时补充的局面。在位于纽约时报广场的大型玩具商店玩具反斗城内，“猪猪宠物”到货后甚至来不及上架，数小时内就被抢购一空。而在购物网站“亿贝”上，网友为这种原定售价９美元多的玩具喊出的竞拍价超过６０美元。
美国全国零售商联合会最近把“猪猪宠物”列为“１０大假期玩具”之一。莱文索恩等商家则根据购物者需求作出判断：“猪猪宠物”一定会“火”。
二、案例分析
1、好玩具的创意来自哪里？
他发明“猪猪宠物”的灵感源自视频共享网站Youtube上数以千计的豚鼠视频。由于不清楚“猪猪宠物”是否会受欢迎，他一开始并未大量投产。
在玩具业“大亨”克里斯·伯恩看来，“猪猪宠物”广受欢迎不仅因为制造工艺精良，更缘于它的趣味性。谈及玩具何以风靡，伯恩说：“人人都在谈论技术，如手机和iPod随身听。但（‘猪猪宠物’）正相反，它（流行）是因为它真的有趣，有创意，而且玩法经典。”
2、好玩具的功能应该是怎么样的？
“猪猪宠物”系列由５只造型各异、各有名字的毛绒豚鼠玩具组成。它们手感柔软、形态逼真，会像真豚鼠一样吱吱叫着扭摆跑动，还会“开”玩具汽车。
“猪猪宠物”生产商赛比亚公司营销部主管、霍恩斯比的女儿纳塔莉认为，这种电动宠物的热卖缘于它的“不可预测性”。她说，“猪猪”底部由带有褶皱和隆起的塑料制成，使它们动作不会重复，更加逼真。
3、玩具的价格在多少是合适的？
低价位也是“猪猪宠物”吸引消费者的因素之一。霍恩斯比说：“如今一件商品价格如果低于１０美元，消费者就趋之若鹜。”
4、要做市场调查吗？
伯恩说，玩具界的流行趋势难以预测，一种玩具的风靡经常出乎人们意料。“有的人说你能成功，但实际不可能。当某样东西真正符合人们想象，你就会让那些通常不会买这些玩具的人求购它们，”她说。
美国广播公司网的记者曾在几名儿童中测试这种玩具的受欢迎程度。当这几只毛茸茸的玩具豚鼠在孩子们面前跑动时，一名孩子说：“我想要一个当圣诞礼物。”
“猪猪宠物”发明者拉塞尔·霍恩斯比把这种玩具的成功归于孩子们的青睐。他说，孩子们看到“猪猪宠物”后总会兴奋地央求家长购买。
5、好玩具需要宣传吗？
在他的多年好友、行业分析师肖恩·麦高恩看来，与其他玩具依靠名人推介流行、热销一段时间后即销声匿迹不同，“猪猪宠物”广告力度不大却得以热卖，说明它符合玩具界潜在流行趋势，“是霍恩斯比所获的最大成功”。
6、玩具的销售渠道有哪些？
纽约州斯卡斯代尔市玩具店
沃尔玛、塔吉特百货等零售业巨头
大型玩具商店玩具反斗城
购物网站“亿贝”
三、思考问题
1、玩具设计师如何能够有很好的玩具创意？
2、玩具原创设计如何紧密结合玩具市场营销？
I just wanted to construct a brief comment so that you can appreciate you for some of the stunning recommendations you might be giving out at this web page. My time consuming online lookup has finally been recognized with sensible points to exchange with my relatives. I ‘d admit that several of us visitors really are undoubtedly blessed to live in a fantastic location with incredibly a lot of marvellous people with beneficial methods. I really feel rather blessed to have seen your internet website and look forward to so lots of much more cool instances reading here. Thanks once once more for all the details.
Always fascinating to follow an original website . We appreciate you the submit . In addition, apart from the content material , the style of your site is really nice . Regards.
I’ve read a few just suitable stuff here. Undoubtedly price bookmarking for revisiting. I surprise how a lot effort you set to make any such terrific informative net website.
My husband and i got truly satisfied when Louis could do his studies through your precious recommendations he was given through the web-site. It’s not at all simplistic just to choose to be releasing points which other folks could have been making money from. And we all already know we have you to give thanks to for that. The specific explanations you have produced, the simple blog navigation, the friendships you are able to aid to foster – it’s got everything spectacular, and it is facilitating our son and our family recognize that this concept is entertaining, which is really essential. A lot of thanks for the whole lot!
Good tremendous issues here. I¡¦m really satisfied to peer your post. Thanks a good deal and i’m looking forward to contact you. Will you please drop me a mail?
Its like you read my thoughts! You seem to know a great deal about this, like you wrote the book in it or something. I believe which you could do with some pics to drive the message home a bit, but other than that, this is superb blog. A great read. I will absolutely be back.
I relish, result in I discovered just what I used to be looking for. You have ended my four day lengthy hunt! God Bless you man. Have a nice day. Bye
Superb weblog here! Also your website loads up quick! What host are you applying? Can I get your affiliate link for your host? I wish my site loaded up as rapidly as yours lol
We’re a group of volunteers and opening a new scheme in our community. Your site provided us with useful data to work on. You have done a formidable job and our entire community will be thankful to you.
Great write-up, I¡¦m normal visitor of one¡¦s web internet site, maintain up the exceptional operate, and It can be going to be a regular visitor for a long time.