80's from the last century, China's toy manufacturing industry began a major toy manufacturers to OEM for foreign toys. After nearly years of development, China has become the world's largest toy manufacturing base. However, due to China's toy industry has been too dependent on foreign markets and brands, resulting in toy manufacturing country in China though, it has not been among the toys powers. And because China's toy industry is very dependent on exports, so the outbreak of the financial crisis is the development of China's toy industry poured cold water. Although China's toy exports have been showing signs of recovery in the situation, but the toy industry in China with international peers but the huge gap between the can not be ignored: the existence of China brand construction toys lag, a lack of design, technological content and low added value and so on. Therefore, promoting the sustainable and healthy development of export toys, toy products to enhance the international competitiveness of China's toy exporters still a pressing issue.
China's toy exporters still need to improve international competitiveness
China's toy exporters still need to improve international competitiveness
China's toy export enterprises their own problems
China's toy industry has always been an export center, the historical factors, led to the development of China's toy industry's lame, there are many fatal.
First, small-scale production of low technology content products. Most toy companies in China after the reform and opening up the development of small and medium sized private enterprises, engaged in toy manufacturing and processing, does not have scale advantages, less competitive. But also China's foreign exports of traditional toys mainly lower value-added, Thus, while the foreign market has dominated traditional toys, but the technological content of products is a very poor compared with Gao Keji Dianziwanju completely no competitive advantage .
Second, China's own brand awareness is not strong, the majority of enterprises engaged in OEM production. The OEM way to make our country become the world's toy brand, processing plant, little toy company with independent intellectual property rights and independent brands. With the United States, Japan, compared to the toy industry, China's toy industry of brand building have always been neglected, in addition with the lack of Jishuzhichi, Wenhua rely on and technical designers Shide's Suzao toy brands are the serious impact of the overall toy industry Guojijingzheng not strong, can not get rid of the status of big but not strong, hindered the sustainable development of China's toy business.
Again, our toy products are mainly designed for children, adult toy market is very small. The actual situation is compared with the children's toys, adult toys with a greater profit margin. China Social Investigation Office survey showed that 64% of adults in China, said that if the conditions allow you can consider buying a toy, of which 33% of adults said they liked and would buy toys. At present, China's elderly population is rising, they are also a huge potential consumer groups. According to the China Toy Association forecasts that China's adult toy market demand only youth reached 50 billion yuan a year or so, adult toy industry's profits up 100% - 400%. Such a large market potential, just ignore the Chinese toy enterprises.