Searching for the toys of tomorrow!
New products do not appear in our warehouse by themselves. Behind every interesting brand or new item often lies a long process of searching, comparing, testing, negotiating, and selecting. That is why Amuuso recently traveled to Hong Kong, one of the key international hubs for toys, sourcing, and production in Asia.
The goal of the trip was clear: to discover new products and brands that could be commercially interesting for our customers in Belgium, the Netherlands, and the rest of Europe.
Why Hong Kong?
Hong Kong has been an important hub for the international toy sector for decades. Many manufacturers, sourcing companies, and brand owners have their commercial offices there. Additionally, a large part of the production capacity in South China is relatively close by. This makes Hong Kong an ideal place for us to meet many suppliers and producers in a short time. Because looking at a catalog via email is one thing. Holding a product, assessing its quality, examining the packaging, and talking directly with the producer is something entirely different.
Not every product makes it to Amuuso
During such a sourcing trip, we see a lot of products. But more choice does not automatically mean better choice.
Before we decide to further investigate a new product or brand, we look at:
product quality;price and commercial margin;packaging and presentation;CE documentation and product safety;minimum order quantities;available marketing materials;delivery times;exclusivity or distribution possibilities;and most importantly: does this product fit our customers?
A cheap product that no one is waiting for will ultimately remain just a cheap product.
That is why we always try to view our selection from the market's perspective.
Early detection of trends
A sourcing trip also gives us a good view of what is starting to move internationally.
Which product categories are growing?
Which themes keep recurring?
What trends do we see among different producers at the same time?
And which products could become interesting for physical stores, webshops, or marketplaces?
These kinds of signals help us make faster decisions and recognize new opportunities earlier.
Our ambition is not to chase every trend. Rather, it is to recognize the right trends early enough.
Direct contact with manufacturers. Personal relationships are also important in international sourcing.
By speaking directly with manufacturers and brand owners, we gain better insight into their company, production capacity, and ambitions for Europe.
For producers, it is also important to know who Amuuso is and what we can mean for their brand.
We do not simply want to import containers.
For products we believe in, we want to help actually position the brand in the market through:
our existing customer network;
representatives;
our website;
newsletters;
social media;
marketplaces;
and targeted introductions to larger retailers.
From Hong Kong to Oostkamp...
After such a trip, the real work actually begins. Interesting products need to be further evaluated. Prices and conditions are negotiated. Samples are reviewed. Certifications are checked, and decisions must be made about which products will ultimately be ordered. Then follows the process towards production, transport, and ultimately our warehouses.
From our new logistics base in Oostkamp, new products can then be distributed to customers in Belgium and beyond. Thus, the journey from a first meeting in Hong Kong ultimately leads to a toy store, webshop, or retail chain in Europe.
International sourcing as part of our growth
The sourcing trip to Hong Kong fits within a broader strategy of Amuuso.
In addition to existing European brands, we want to increasingly discover and bring new international brands and products to the Benelux.
For this, we search globally.
From international fairs such as Nürnberg to producers and brands in Asia, Europe, and North America.
Because sometimes an interesting new product simply starts with one meeting on the other side of the world.
Like Beaver, which won the "best toy" award in Nürnberg but for which we already made a deal a month earlier in Hong Kong.