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Hard times for plush bear

Around 16 o'clock in the plush Department. So it is proposed by Marcel Dobler and equal be warned, he may come a few minutes later, he was previously in a Board meeting, there was much to discuss.

It will be few minutes later, store Manager, Martin Bögli Zurich's Bahnhofstrasse, jumps in. Also Bögli know that there is discussion at the Franz Carl Weber, just too much, for over 20 years he has worked for the company, he has noticed the problems. Here in Zurich it's running, it is the most important branch with the highest sales in the country. However, the other 18 places where you can buy plagues in terms of number of sales, the beginning of the year, it closed the branch in Schaffhausen. The largest construction site? "Our Online Trading. Since we have nothing. Nothing. But Mr. Dobler can help for sure."

Mr. Dobler is the FDP in the national Council and the Executive Board of Economiesuisse, but especially new Board of Directors and co-owner of the Franz Carl Weber (FCW) and as such, he is looked at as a Savior. The 38-Year-old rushes, in the sense of: So, now I'm here; shakes quickly all hands, the man has a striking, powerful paws, apologized for the delay and stroll through the plush Department.

"Parkin was too expensive for me"

Dobler Pat with his big Hand to the great bear. The Hand has previously met with bullets, so far, that Dobler was Swiss champion in the decathlon. He has previously programmed the Computer, so successful, that Dobler was due to the sale of the online retailer Digitec to Migros is a multi-millionaire. Now he pats the bear plush. "Parkin, I'd have bought my children almost to Christmas," he says. Parkin is the largest bear in the Store, only a head smaller than Dobler. 249 francs, behind his ear, made in China. "I then dispensed with. He was too expensive for me," says Dobler. Plush is currently not well in the Swiss toy market, minus 13 percent in the past year. Dobler, bought for son's Lego (-4 percent), for the daughter of a doll (+13 percent).

Dobler knows the Numbers. He has bought in the last summer, 33 percent of Franz Carl Weber. The game was a place of longing, the saving seeds of Switzerland, the source of many children's fantasies. Industry observers say that the FCW would have gone without a sale in bankruptcy, no one wanted to take the risk. Except Dobler. "A matter of the heart," he says. That sounds good, almost charitable, but Dobler geschäftet tough. Of belly to decide, he holds little of the Algorithms very much. He would provide the reversal of the trend, then it would be for Dobler "a knight", so he says it and stops immediately. Only work and deliver. Whether he makes it: uncertain.

image to enlarge

Franz Carl Weber is a place of stories and memories. Fathers and mothers have taken their children to the Store, and these again to their children. So this went on for since the creation by Franz Carl Weber in the year 1881. The Store grew and grew. 1984 bought him Denner, Karl Schweri, 2006, his grandson Philippe Gaydoul sold him to the French group Ludendo. Because of this got into money problems, suffered from the FCW always something. So experts Dobler's purchasing suggest the industry as a good sign.

Dobler but needs to show he still can. The thing with the online trading. The Future. Went in FCW easy to forget. "Sleep you have," says Dobler about his predecessor. At the Board meeting, he has now taken nails. The most important thing: a Central warehouse. Has so far been lacking. You have now found. At the same location, by the way, the Digitec to be the Central warehouse. Coincidence, says Dobler. Now even a non-rusty computer system with clever Algorithms, design, and Dobler is confident that the everything comes good; that children get in the future, also on the Tablet "bright eyes".

there is One essential difference between the old and the new firm of Dobler. Computer retailer Digitec was primarily cheaper than the competition. Franz Carl Weber is usually more expensive. In his shops he offers experience and advice, online he will be just an ordinary seller. "This will be a challenge for us," says Dobler.

add to that: The Dobler founded Digitec has partnered with Galaxus, you are selling toys with fast-growing Numbers and are now become His largest online competitors. Their best-selling game were: 1. Lego. 2. Playmobil. 3. Ball tracks. All items that do not need to test the customer on the spot. Threatening new world.

Strong growth

Kurt Meister from the market research Institute GFK has been working for years with the game were the market. This is relatively stable and generates around 460 million in revenue per year. 60 percent of which go to major distributors such as Migros, Manor and Coop, the Rest of the trade (like FCW) and pure online retailers.

"The online trade will continue to grow disproportionately," says the master. "He is likely to double in the next five years. At the very least." His Argument: In Germany and the United Kingdom the share of online trade amounts to more than 30 percent in Switzerland, 12 per cent. The online trade has set in abroad also stronger, because in Switzerland the density of shopping opportunities is greater. Instead of going to the Internet, the Swiss prefer to go to the Store and ask for advice. .

The toy market has an advantage: He is not dependent on economic trends. The Swiss to save in the game were mostly last. Christmas and birthdays only the Best: The little loved one. Here, the Swiss are a big spender.

A toy, a place of seduction. When children immerse themselves here, not to bring you the magic of this crazy world almost from the head. Feel Dobler as a game dealer were the social responsibility? How is it that children anfixen? He would sell the children instead of action figures (+19 percent compared to the previous year) wooden ball tracks (-4 percent)?

"If you are struggling to Survive, you can't save the world," says Dobler. He needs to Franz Carl Weber in the profit zone. To help a newly established chain of stores, which covers the low price segment of the market, and from the same Central warehouse is supplied.

The time window has closed, Dobler and must continue on the next date, so a last question: How do the toys of tomorrow? Dobler studied and says that the toys would digital, market researcher master confirmed. It will be flashing in the Swiss children's rooms in the future. Hard times for bears.

(editing Tamedia)

Created: 17.04.2019, 18:40 PM

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