Nam Hoa Corporation is the largest producer and distributor of safe wooden toys in Vietnam. The company's products have been exported to many countries with strict quality regulations like the United States, Europe, Japan and Korea. However, Mr Ngo Van Hoa, General Director of Nam Hoa Corporation, expressed his corporation’s desire and strategy to dominate the domestic market in 2010.
At present, Nam Hoa Corporation is producing toys for world’s largest toy corporations but it is largely unknown in the home market. So, how can your corporation can conquer the market with such a condition?
The domestic market is very potential but it is new to all wooden toy producers in Vietnam. From early 2008, the market gathered necessary conditions for development, like toy safety requirements, State incentive policies for high quality products, and incomes of Vietnamese people, and the care of Vietnamese customers for safety toys following quality scandals in China in 2007. Vietnamese consumers started using more of safety of toys for children.
Knowing the demand, Nam Hoa officially invested in the domestic market in late 2009. The corporation has set up its distribution networks by forging relations with retailers like Mother and Baby Care Joint Stock Company (MBC), TOYCITY Corp, Tan Thuan Duc Co., Ltd (TIDITOYS) and has founded 40 retail outlets nationwide. In 2010, Nam Hoa will officially launch its own brand, Colligo, which is the crystal of 15 years of manufacturing upmarket and highly educated wooden toys. Specially, Colligo products will be the communicative bridge for parents and children through joint games. Parents can easily sow good soul seeds into their kids’ mind through Colligo toys.
Nam Hoa will not expand its domestic business alone but joining forces with large distributors, communication units and social organisations to forge a trend of using safe toys for all children in Vietnam. Reorienting consumer behaviours and opening up a new development step for the toy industry are the missions of Nam Hoa Corporation in the domestic market.
Nam Hoa is now making toys for biggest toy companies in the United States, Japan, Europe and South Korea but toys bear their trade names. Does Nam Hoa have any strategy to use its name in penetrating into the market and strengthening its position in the world toy market?
Nam Hoa has been manufacturing and supplying toys to world’s leading brands like Bandai, Tokyo Disney Resort, Nichigan Original, Bénesse, Mikihouse and Muji (in Japan), Ricci, Doosan Dong-A, Aga World, Sungjean Hyundai, LG, CJ Home Shopping and others (in South Korea), Amtoys (Noukies label), Egmont, ELC, Mothercare and Dusyma (in Europe), Lakeshore Learning Centre, US-Toys, Mellisa & Doug (in the U.S.) and other brand names in Eastern Europe, Australia, New Zealand, Singapore, Malaysia and Hong Kong. These are strategic markets of Nam Hoa in 2010 and in the coming years.
Nam Hoa has proven its capability in manufacturing and supply upscale toys and kid products meeting ASTM standard of the United States, EN.71 standards of Europe, ST standards of Japan and KPS standards of South Korea among others. From 2010, Nam Hoa started making its own branded toys. Colligo is a trademark Nam Hoa will use on the international market. The cooperation with big international brand toys helped Nam Hoa capture the tastes of customers in specific markets, and experience and skill in manufacturing and designing Colligo-branded toys. This is an advantage of the corporation in international competition.
You are clearly very confident about Nam Hoa trademark on the domestic and international markets. Could you reveal Nam Hoa’s position in relation with its competitors?
Nam Hoa’s major rivals are now Thai and Chinese toymakers. Each country has its own characteristics and each company thus has its own strengths. Nam Hoa, staffed by creative and industrious designers, technicians and painters, can make top-tier products with very high safety level.
This is the technological edge of Nam Hoa in relation to other rivals like Plan Toys and Wonderworld. To compete with these toymakers, Nam Hoa has determined to choose a particular market approach highlighted by unique products. Colours used by Nam Hoa are the combination of modern and traditional arts.
Nam Hoa targets to become a leading toymaker in the region in the next five years. This is a challenge for Nam Hoa but it is within reach, basing on what it is having.
H.N
Vietnamese
