Nanci "tilted her head and closed her eyes, blowing bubbles, exuding a retro Chinese style. This trendy IP has gained a lot of followers among young people. Behind it is a company called 'Ruotang'. However, in 7 years, Ruotan has grown from a novice player in the injection molding industry to a leading trendy toy company, and on this path, Haitian has accompanied it.
Ruotan was founded in 2007 and has been steadily developing over the past 20 years. The cultural and creative products of its three major brands, Ruolai, Ruoke, and Ruowen, are widely popular, mainly including injection molded trendy blind boxes, assembled super world cabins, and wooden DIY cultural and creative products. They have quickly broken through the circle among young people, especially with their own IPs such as Nanci Nanqian, Suri Suri, and Taoruan Ruan,The national style design has boosted cultural confidence.
In the center of the Ruotong exhibition hall is the most popular Chinese style IP imageNanci Nanxi "She was born in 2019, and her debut "Tonight and Tonight" series shaped her into a female figure in history. Later, she expanded to include multiple series such as the 24 solar terms, poetry, and songs. This design concept of integrating traditional culture into trendy toys not only caters to the aesthetic interests of young people today, but also allows Chinese culture to be inherited through collection and sharing.
Supply crisis
Haitian speed of '10 day delivery'
Cultural and creative IP is a business that heavily relies on the supply chain.In 2021-2022, the blind box market is experiencing a surge, and facing the increasing demand for orders, it is under tremendous pressure. What's even more tricky is that the epidemic is under lockdown, and the supply chain is in urgent need everywhere.
At this critical moment, the sea and sky appeared.Within ten days, Haitian delivered 20-30 devices to usMr. Wu, the person in charge of the Huai'an production base in Ruotang, recalled, "After the equipment arrived at the factory, Haitian engineers worked overnight to debug and install it. At that time, there was not enough after-sales manpower in the local area, so Haitian directly transferred people from other areas." Ruotang thus smoothly passed the peak of blind box supply.
The 'beauty threshold' of blind boxes
Zero tolerance for black spots
The charm of trendy blind boxes largely comes from their exquisite appearance. This imposes strict requirements on the injection molding process:The surface of the product must be free of black spots.
Because consumers have extremely low tolerance for such defects, once they occur, the reputation of the IP will be directly affected. For the supply chain, inappropriate processing equipment and manufacturing processes can significantly increase the probability of black spots, leading to higher scrap rates and increased internal management costs.
Ruotong Company's products
Haitian responds to this challenge from a technical perspective: throughHigh rigidity template, fully closed-loop injection control, and related intelligent functionsThe device can achieveRepetitive accuracy within 0.1%, stable dimensional tolerance.Meanwhile,Uniform plasticization, stable injection, and effective reduction of black spots and impurities.This ensures that the blind boxes produced in large quantities by Ruotan always maintain a delicate and clean appearance, which is highly favored by consumers.
Collaboration upgrade
From 184 units to more expectations
The cooperation between Ruotang and Haitian began in 2019, when Ruotang had just started making injection molded parts for the "Super World Cabin" and only bought one or two Haitian equipment to test the waters. After a period of use and research, Ruotan found that Haitian has comprehensive advantages in professionalism, market dominance, and service response speed, and decided to purchase in bulk.
Since the end of 2019, there have been a total of 184 Haitian machines in the Ruotan factory, covering MA/G, MA/SE series, and Changfei Asia
electric motorThese devices are not only used for the production of blind boxes and plush toys for the Ruo Lai brand, but also support Ruo Ke's mecha assembly products and various materials in the cabin series（
PVCThe
ABS、 Injection molded parts of PP and PS.
The Haitian machine in the Ruotong factory
At the same time, Ruotan has also raised more expectations in cooperation. For example, Ruotan focuses on the establishment of specialized screws and barrels for PVC and other materials, the establishment of a local rapid spare parts warehouse, the provision of material switching process guidelines, and continuous support in automation, intelligence, and digitization.
Craftsmanship and joint construction
The manufacturing synergy behind exquisite craftsmanship
The popularity of blind boxes will fluctuate, and the iteration of trendy gaming IPs is also accelerating. For a given state,A stable injection molding process base is the foundation for a brand's sustained success.
If we grow into a home player with 184 devices in five years, Haitian is not just an equipment supplier - it is a comrade in arms in cross regional rescue during the epidemic, a technical partner in overcoming the "black spot zero tolerance" problem, and a protective manufacturing platform. Next time, when you open a Nanci blind box, you may remember that that exquisite face cannot be separated from the ingenious design of Ruo State, nor from the manufacturing skills of Hai Tian.
