Study Of Sales And Mrketinig Channel Management For Magic The Gathering In China

China’s Trading Card Industry was established in2008. Now the brands in China areMagic: the Gathering, World of Warscraft, Yugioh, San Guo Sha, Battle Spirits, GundamWars, Pokemon, Weib Schwarz and other Japanese TCG. International brands faced thelow price competition from parallel product and copy product; they have to do continuouscreative to maintain the extension. Local brands was launched in2008, they use China’shistory as card’s story, although their awareness in China is higher than international brand,their development was restricted by limited cards and non-rigorous rules.The China Government Association Sport Community authenticated MTG as sportsproject in2003and Hasbro&Wizards China started to sell Chinese Simplified MTG in2008. Hasbro authorized two distributors in China since March2012, one for North Chinaand another for South China. Distributors in charge of logistics, sales and trade promotion,while Wizards China team responsible for product and professional event. MTG is selling“experience” and the profit model is “multiple purchasing”. The more event, the more play,then the more business and profit. How to run the event? How to make the event moresuccessful? How to protect parallel and copy product? How to arrange the delivery on time?How to control the price competition? These questions are all stores, distributors andWizards China Team need to consider.In this paper, analyzed China card game industry, trading card industry and parts ofthe current situation of industry development, based on the theory of marketing and saleschannel management, PEST analysis method and The Five-Force Model, list currentindustry’s strength and weakness, as well as current business model’s problem, analyze forthe necessity and feasibility of new MTG sales and marketing channel management model.Refer to other countries’ successful sales and marketing channel management methods andcombine China’s current market situation, design China’s2014MTG sales and marketingchannel management model, and use performance appraisal system to ensure theimplementation can be finished successfully. Results of this research will not only subvert the existing models of the regional distribution of the trading card industry, but also has acertain reference value to the sales and marketing channel management of other consumergoods industry.