Sharing bicycles, sharing charging treasures, sharing umbrellas... The sharing economy is almost “blowing” all over the place. This is not the case, children's toy rental began to pop up in Hangzhou, through the platform of the small radish kingdom, Xiaobao, and other users, the user clicks on the mobile phone at home, the toy will be delivered to the door, many parents who have rented toys have given the sharing toy this mode. I liked it.

"For toys, children like to be fresh. Generally, toys have been played once or twice, and they basically lose their value. Now, by renting, you can constantly update the types of toys, which is very convenient." Full of praise.

With the sharing economy, the sharing of toys will be the next vent?

Toy rentals seem to be broad in the market. Why is it that you can't play?

As early as ten years ago, there were many children's toy rental stores in Hangzhou, but they slowly disappeared. In recent years, with the rise of online children's toy rental platforms, this market has been re-emphasized.

“The past toy rental is a traditional model. The operation method is deducted according to the number of leases. This kind of rental model is just a transitional form,” said Yu Sizhen, investment manager of Zhejiang University’s YouChuang. “Now shared toys can be maximized through the Internet. Reduce operating costs and improve operational efficiency."

The radish kingdom is a hot Lego toy rental platform, and users can place orders online through the online order. For platforms and users, the cost is much lower than the traditional model. The rental fee includes the annual card, the monthly card and the pay-per-view. The annual card is 2,400 yuan per year, and the monthly card is 349 yuan per month. If the user chooses to pay the fee, it is charged at 10% of the toy cost. Liu Gan, founder of the Little Radish Kingdom platform, said.

However, this toy rental model, which seems to have a broad market and unlimited business opportunities, is not obvious from the current perspective. What is the reason?

Ms. Gu believes that renting toys, “in terms of price, it is more cost-effective to buy at least a monthly card.” For low-income families, the monthly rental fee for toys for three or four hundred yuan is not cheap, for high-income families. In fact, most of them do not want to use the rental method, preferring to buy new toys.

In addition, the health status of toys is the most worrying parents. Although various toy rental shops have adopted disinfectant wipes and UV disinfection, many parents still feel that they have no idea. "There is no uniform testing standard for toy disinfection. Who knows if the disinfection of the store is in place." Some parents said.

“The toy rental market seems to have a bright future, but many platforms are gradually dying,” Yu Sizhen said. “One of the most important reasons is that when the project was expanded, the floor was too big, the assets were too heavy, and the company was dragged down.”

Because they do not want to lower the "grade" of their platform, most toy rental companies are basically international brands such as Fisher, Little Tektronix and Step2. "We also hope to make up for the lack of frequency through the high passenger price." Ma Chao, the founder of Xiaobao, said that Xiaobao is also a gold miner in the field of toy rental.

In addition, toy rentals are inevitably required for distribution. Although the current logistics cost has been cut to a very low level, consumers are sensitive to the price of toys that are not expensive.

Yu Sizhen said: "Cost, efficiency and market acceptance, these are the reasons why the toy rental market is not warm."

Under the wave of sharing economy, what is the “Nuggets” for the toy rental platform?

Liu Gan concluded that toy leasing is much more complicated than the average e-commerce. The key to this industry lies in operational efficiency and high requirements for refinement.

Specific to operational efficiency, the ultimate concern is the input-output ratio. Yu Sizhen gave an example: investing 10 million yuan in fixed assets and operating inputs. If it is a toy that can be repeatedly disassembled, it can be recovered quickly by repeated leasing, but if it is a one-time toy, then It is difficult to reduce the marginal cost through the occupancy rate.

In this regard, the small radish kingdom has explored a development path of its own.

"The reason why we choose Lego is because Lego can be disassembled repeatedly. After multiple rentals, the cost of toy purchase can be quickly recovered. From the existing data of our platform, generally one category is rented about 5 times. You can completely recover the cost." Liu Gan said. He said that the Little Radish Kingdom is now hoping to create a scale effect by increasing user density. "Reducing procurement and storage costs is our barrier."

In addition, the small radish kingdom has been accurately positioned and pushed. “We are currently working with professional LEGO training institutions and early education institutions. We have set up special cabinets in these institutions, and users can collect or return Lego toys through these cabinets,” Liu “The users of these organizations are very precise. One is equivalent to the accurate placement of advertisements. Secondly, let the children see the toys on the spot, the attraction will increase greatly.”

Big capital injection and strong operational capabilities are also a competitive trick. Toy rental itself belongs to a heavy asset and heavy-duty project, including front-end sales, back-office services, and vehicle distribution. So for a team, one must have the injection of big capital, and the second must have the ability to operate. "If the financing amount is less than 10 million yuan, it is likely to die, because the initial toy needs to invest 1 million yuan to 2 million yuan. If the financing amount is small, it will not be able to operate." Liu Gan said.

Operational capabilities are indeed a big problem for toy rental companies. Yu Sizhen said: "There are a lot of 'pits' for toy rental. Nowadays, many Internet companies may have less contact with sales and services, and the risks are relatively high." How to distribute, clean, how to find out consumer psychology, purchase toys, etc. A little bit of groping, if the team doing the Internet doesn't know this, then these pits will be stepped on one by one.

“Overall, the toy rental industry is a very good track, and it is a good card. Like the toy rental company, the boy’s network is closed because the team has not played the cards in hand, and the problem is more in the team. Internally, on the contrary, some projects themselves have problems with the track, and the cards are not good enough to play.” Yu Sizhen said that he is still optimistic about the toy rental field.

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