Toys r us, the world's largest toy retailer and famous toy chain in the united states, applied to the court for bankruptcy protection. The company's statement stated that it was hoped that this could be used to obtain $3 billion in debt financing to support the financial reorganization. The fate of more than 1,600 branches and 64,000 employees in toys anti-call worldwide is of great concern, but bankruptcy does not necessarily mean closing down, and asian operations, including 141 in china, are currently unaffected。
The fall of toys fighting city as a representative of america's game will make a lot of people laugh. America's playbooks will lack a lot of fun, and children will lose a toy camp. Of course, such pleasures are not only lost in the united states, but are more or less affected by children around the globe. The fate of 1,600 branches and 64,000 employees worldwide in toys versus fight city is of great concern, but bankruptcy does not necessarily mean that all outlets close directly。
It's already been buried
Following the release of the application for bankruptcy, international rating agencies quickly adjusted the credit rating of the anti-calling city. As at the time of the release, the standard global rating had been downgraded to ccc-, which ranks third out of all credit ratings. Just two weeks ago, the retailer's rating was b-. Moody's investor service, for its part, maintains its bbb rating and is optimistic about its prospects。
Foreign media noted that the main liability of this toy supplier came from leverage acquired more than a decade ago. In 2005, the united states private equity investment company benn capital, the kkr corporation, and the warando property trust three companies formed a private fundraiser to buy the toys anti-city at $6. 6 billion. Since then, toy fighter has been trying to get out of financial difficulties。
The traditional toys are at a crossroads
Traditional toy retailers, like traditional retail outlets, have been hit by networking and digitization, and online sales have become more efficient and more profitable. Having a lego set of toys, which used to be the childhood dream of many people, is now the change in the toy industry. According to the financial statements issued this month by lego group for the first half of the year, the group's overall income fell by 5 per cent compared to the previous year and its operating profits by 6 per cent. The weakness in income growth was evident in the previous year, with lego group operating revenues of dkk 37. 6 billion last year at a rate of only 6 per cent, which was difficult to compare with double-digit growth in the previous decade. Because video games, whether using computers or mobile phones, can make aircraft and cars more real and interesting, and on the mobile side, games can be “playing together wherever and whenever”. The traditional toy age of “boys with sticky models, girls with dolls” is not going back。
Internet games have a lower threshold of access, and both playability and attractiveness are higher than traditional games, and change is inevitable, only left or right. Fun is human nature, with toys, children working their brains and feet, and learning to communicate and share; through games, adults get more than leisure, but also a good memory. The traditional toy transformation model survives as a blessing to the children of the world。
Ar/vr has a bigger impact
It's not just about the impact of online games, but the ar/vrs are starting to suck. Vr and ar were also mentioned several times by the chairman of the board of directors of tette and ceo macarette, but by 2017 maarten's attitude had moved from a previous strong vr to a focus on technological developments and support. At the 2016 global partnership conference, the head of the intelligence and innovation business department stated to the media that the main thrust of the campaign for virtual reality would be to provide platforms and game content and work with hardware. And the first ar game that comes out of the call is probably king's glory, and the impact is visible。
China's technology giants, ali baba, tunta and other companies are all experiencing massive investments in ar through mobile games and advertising, hoping not to miss what many people call “greater than smartphones themselves”. China's technology companies have been marketing through ar experience. These experiences provide incentives for consumers to find virtual coupons in shopping areas through ar applications. For example, last year, the company joined forces with yum brands to launch an ar smartphone game at 300 kentucky stores in beijing. The game encourages consumers to receive discounts for their meals, and they scan stickers on the front desk with smartphones. 100 degrees indicates that the game was played 400,000 times in three days。
As a result, in the vr/ar field, where giants are present, there will be an increasing number of games and toys that will emerge, and that will be tested by the serious movement of younger games。
The application for bankruptcy by toys anti-city is likely to trigger a chain reaction, one of which is the collapse of the game manufacturer's share price. Open your arms and embrace new technologies or a path。
Zinghua comments that the city is bankrupt:
Reflect internet impact on traditional retail trade
