Private toy companies have risen and the Chinese toy industry has "played" big!
Saying goodbye to the "agent era", the Chinese toy industry has created its own world. On the eve of the opening of the 29th Guangzhou International Toys on April 8, the reporter learned from the Guangdong Toy Association that the transformation and upgrading of China's toy industry has achieved remarkable results. In 2016, the export of products increased by 9.46% year-on-year, and the average toy increased by 24.9%. The “general trade†of self-owned brand exports exceeds “processing tradeâ€. This means that the Chinese toy industry has begun to break away from the production model dominated by OEMs for decades.
Last year, the national toy exports were 33.7 billion US dollars.
Last year, China's foreign trade situation was severe and complicated, and many traditional industries, clothing, shoes, bags, ceramics, lamps and furniture exports declined. However, the toy industry performed well, and product exports grew faster than the same period of last year. In 2016, the national toy exports reached US$33.715 billion, a year-on-year increase of 9.46%. Among them, the export of general toys was 121.62 billion yuan, a sharp increase of 24.9%.
As the country's largest toy production and export base, Guangdong's toy exports in 2016 was 18.329 billion US dollars, a slight decrease year-on-year. However, the annual export of general toys was 75.31 billion yuan, a year-on-year increase of 13%, accounting for 62.03% of the national total. .
In recent years, with the industrial gradient shift, the mainland toy industry has developed rapidly, resulting in a diversion of toy export orders from Guangdong. Guangdong's toy exports accounted for a decline in the country's share in recent years. However, general toys, especially high-tech toys and creative products, are still basically produced in Guangdong, so the growth of Guangdong's general toy exports is still good.
Chinese brands achieve high-tech overtaking
In recent years, domestic private toy enterprises have risen. By 2016, processing trade has accounted for nearly 90% of the initial period of reform and opening up, falling to only 29.04%. Li Zhuoming said that at present, China's toy industry not only leads the world in production technology, but also has the ability to innovate in the world's advanced level. Many high-tech toy products are designed and produced by Chinese companies. Today, the Chinese toy industry is no longer an industry dominated by “processing tradeâ€.
When reporters visited some of the toy store shelves in the mall, they found that China's "Ke Doll" and "Barbie" have been sold side by side. Lego blocks face the challenges of domestic brands such as "Bangbao Building Blocks" and "Dr. Jack". Domestic brand toys have Higher cost performance. Many of the high-tech toy Chinese brands have already overturned, such as remote-controlled aircraft toys, which are basically the Chinese brand.
Anime-derived toys worldwide hot sale
According to analysis, the reason why China's toy exports achieved better results last year was that the world toy market began to recover, and the European and American toy market recovered significantly. Data show that in 2016, the US toy market sales increased by 5% year-on-year; European countries' toy sales performance was also satisfactory, with year-on-year growth of 2% to 10%. On the other hand, it is related to the effective stimulation of the global hot sale of animation-derived toys last year. Only Star Wars toy derivatives sold $760 million in North America.
Chen Wenyuan, executive deputy secretary general of the Guangdong Game Industry Association, told reporters that Guangdong is a big game province with a complete game industry chain and a leading domestic game company. The province's game companies have more than 2,400 business entities. In 2016, Guangdong's game revenue exceeded 130 billion yuan, up 30.7% from 2015, accounting for 73.4% of the country's total revenue, accounting for 37.5% of the Asia-Pacific region, and 17.5% of the world's total output.
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