1. industrial development status:
The domestic toy industry will be low-end manufacturing to high-end manufacturing and independent brand development At present, the toy industry chain is mainly divided into product research and development design, production and manufacturing, brand marketing three links. The economic added value of different links is also different, in which research and development design and brand marketing occupy the high-end of the entire industrial chain, the highest economic added value, while manufacturing is a low value-added link.
2.Regional development: Guangdong has obvious advantages
The development of industrial clusters in China's toy industry is obvious. China's toy enterprises have significant regional distribution characteristics, mainly concentrated in Guangdong, Zhejiang, Jiangsu, Shanghai and other coastal areas. In terms of product types, Guangdong toy enterprises mainly produce electric and plastic toys; Toy enterprises in Zhejiang Province mainly produce wooden toys; Toy enterprises in Jiangsu Province mainly produce plush toys and animal dolls. Guangdong is China's largest toy production and export base, according to 2020 statistics show that Guangdong's total toy exports reached 13.385 billion US dollars, accounting for 70% of the country's total exports. Dongguan City, as one of the regions with the most concentrated toy production enterprises, scientific and technological innovation ability and the highest product technology content in Guangdong, has formed a more mature and complete industrial ecology, and the industrial cluster effect is obvious, according to Dongguan Customs statistics, in 2022, Dongguan toy exports reached 14.23 billion yuan, an increase of 32.8%.
China's toy production is mainly OEM. Although China is a big toy manufacturing country, toy export enterprises are mainly OEM OEM, of which more than 70% of the export toys belong to the processing or sample processing. China's domestic independent brands are mainly concentrated in the field of medium and low-end product manufacturing, and are at the end of the industrial chain in the world toy industry division of labor. The OEM model relies on orders from domestic and foreign brand manufacturers, and the profits mainly come from the value-added of the manufacturing process. The channel construction is imperfect, the brand influence is lacking, and the bargaining power is weak. With the continuous increase of labor costs and raw material costs, enterprises lacking core competitiveness and poor profitability will face greater operating pressure. The middle and high-end toy market is occupied by well-known foreign brands such as Mattel and Hasbro in the United States, Bandai and Tome in Japan, and Lego in Denmark.
3.Patent analysis: Over 80% of toy-related patents belong to design
Data show that the number of patent applications in China's toy industry has basically synchronized with the total amount of China's economy. On the one hand, the deepening of China's reform and opening up has liberated more and more productive forces, improved infrastructure, better investment and business environment, and improved legal system to promote innovation. In this era, the development potential of all walks of life in China has been fully released, including toys, all walks of life have seized the historic opportunity to develop and grow.
On the other hand, with the rapid development of global science and technology, innovation plays an increasingly significant role in driving the economy. The number of patent applications related to "toys" has exceeded more than 10,000 in the past three years (2020-2022), and the number of applications is more than 12,000. More than 15,000 items and more than 13,000 items. In addition, since January 2023, the number of toy patent applications has reached more than 4,500.
From the perspective of the type of toy patent, more than 80% of the patents applied belong to the appearance design, colorful and different shapes, which is easier to attract the attention of children; Utility model and invention patents accounted for 15.9% and 3.8% respectively.
In addition, the relative audience of plush toys is wider, and businesses also have a strong willingness to design new products.
Post time: Apr-25-2024
