In 2016, China's toy industry grew strongly, contrary to the development trend of China's recent light industry. In 2016, China’s total exports fell by 7.7%, and total imports fell by 5.5%. Toy exports increased by 9.5% and imports increased by 23%. First, the development status of the toy industry 1. The overall high-speed development of the industry With years of development experience and labor costs, China's toy industry has been showing rapid and healthy development. At present, China has become the world's largest toy producer and exporter. Toy products are sold in more than 100 countries and regions. More than 70% of the total toy sales in developed countries and regions such as Europe, America and Japan are produced in China. Toys have become one of the five pillars of China's export. 2, the market is mainly for sales More than 85% of China's toy manufacturers are mainly export-oriented, and toy exports account for about 80% of China's total toy sales. The domestic market has a small proportion, a single product type, and is in the early stage of industry branding. There are more than 30,000 types of toys in the domestic market, and there are 150,000 kinds of toys in the world. Domestic toy types mainly include: cloth and plush toys, plastic toys, electronic toys, model toys, educational toys, etc. Most of them are mainly medium and low-end products, and the creative and interactive toys with high grades have not yet been produced. Become the mainstream of consumption. 3. There are many toy companies, and the phenomenon of regional industrial clusters is obvious. In 2013, there were 5,927 enterprises with a record of toy exports in China, and an important industrial group has been formed. The most important toy production and export bases are “five provinces and one cityâ€: Guangdong, Jiangsu, Shanghai, Shandong, Zhejiang and Fujian. In terms of product categories, Guangdong and Fujian are mainly electric and plastic toys; Jiangsu and Shanghai are mainly soft toys; Zhejiang is mainly wooden toys, forming a relatively obvious industrial cluster effect. Among them, Guangdong Province is China's largest toy production and export region, mainly concentrated in Shenzhen, Dongguan, Guangzhou, Shantou Chenghai, Foshan Nanhai, Jieyang Jiexi and other places. In 2013 and January-May 2014, the export value of toys in Guangdong Province accounted for 68.36% and 65.12% of the national toy export value respectively. 4. The export of toy products is characterized by “one high, three lowâ€, and the core competitiveness of the industry is not strong. At present, toy export enterprises mainly focus on OEM OEMs. More than 70% of the toys exported by them belong to the processing of incoming materials or sample processing. Because of OEM production, such enterprises have no investment in research and development, and there is no toy safety performance analysis capability. Only engaged in simple sample processing, therefore, the brand effect of the product is not obvious, the sales means is single, the competition is severe, which directly leads to the current export of China's toy products "one high and three low", that is, high export volume, low product technology content, brand added value Low, low economic efficiency. 5. Insufficient innovation in enterprises and weak awareness of independent intellectual property rights According to relevant information, only 20% of toy enterprises in China have independent intellectual property rights, and 80% of toy enterprises are purely processing OEMs, and they are the world famous brand workers, at the lowest end of the industrial chain. Producing 80% of the world's toys, but only earning very small processing costs, so that once the external environment is slightly deteriorated, it is caught in the lack of funds. It can be seen that the cost advantage has gradually weakened, the brand advantage has become increasingly prominent, and today it has become an important factor in improving profitability. It only relies on OEM production, without independent brands and lack of core technology. This is the key to the development of China's toy industry. Second, the six major trends of Chinese toy trends 1. Imported toys are not losing momentum Customs figures show that in 2016, the total import of toys in the country was about 1.069 billion US dollars, an increase of 22.96% compared with 2015. The recent actions of internationally renowned game companies further illustrate the continued upward trend of imported toys. Mattel can be said to have full firepower and vigorously explore the Chinese market. He has cooperated with Internet companies such as Alibaba and Baby Tree. On the one hand, he has deeply penetrated the online sales channels, and on the other hand, he has tapped the popularity of the mother and baby websites to explore the user needs and consumption habits of this market. In addition, the LEGO Jiaxing factory was officially put into operation, and Hasbro has become a strategic partner with a number of Chinese companies, all showing the ambition of foreign brands to explore the Chinese market. 2, anime toys remain strong The global licensing industry is in a good position, which has driven the sales of downstream derivatives. It is worth noting that the maturity of the domestic toy industry chain has provided opportunities for many domestic animation images to be realized through products. The development model of “Anime + Toys†is quite mature in China. 3, science and education toys have a good prospect As the “STEAM†concept has deepened the penetration of toy products in recent years, the products combined with it have promoted the fun, brain-and-life lifelong learning concept that breaks through the boundaries of the classroom. These trendy products include: traditional toys with science and education elements; preschool educational toys; educational kits that allow children to learn programming and advanced mechanical concepts during play; educational board games that incorporate language and culture; and encourage parents, Toys such as teachers involved. 2017 is a good opportunity for science and education toys to make rapid progress in the Chinese market. In the future, it will be the focus of many manufacturers' research and development. In order to enlighten the "STEAM" thinking, experience the fun of technology and tap the diversified potential in play, the concept opens. market. 4, virtual entity toy upgrade At the beginning of 2016, everyone predicted that AR and VR toys will usher in an outbreak. From the actual observation of the toy market this year, AR toys accounted for more, but VR toys are constantly catching up. Game makers have a large number of new VR games online this year, and the sales of such toys in 2017 are also worth looking forward to. Of course, AR toys will not be in place this year. At present, mainstream products are being developed from static use to dynamic use, such as some AR toy guns and AR machine playmates. 5, fight to insert white heat competition At present, the brand image of many excellent domestic building blocks in the hearts of consumers has been established. At the exhibition, we saw that the area of ​​building blocks exhibited was not small and the competition was fierce. In addition, with the expansion of global licensing business, the opportunities for Chinese game companies to obtain well-known IP licenses have increased. The domestic building block brand Bangbao announced the image of the big hot image of Pig Pei, and will launch related derivative blocks in 2017 with cartoons. There are also many building block brands that are closely cooperating with popular IP. 6, children's robots broke out A majestic robot dance performance in the spring of 2016 triggered a wave of children's smart robots. During the G20 summit in Hangzhou, the Brazilian president purchased a smart robot dog, which made the public and the public pay attention to such toys to a peak. In 2017, children's robot toys belonging to the mid-to-high price will continue to be hot. Third, the analysis of the advantages and disadvantages of the industry development 1. Favorable factors for development (1) The state's regulation of the toy industry promotes long-term benign development of the industry At present, the government has implemented a compulsory product certification system. From May 1, 2002, the National Certification and Accreditation Administration Committee began accepting the first batch of certification applications for the 19 categories of 132 products listed in the compulsory product catalog. From June 1, 2007, the state began to enforce 3C certification for six categories of toy products such as baby carriages, electronic toys, plastic toys, catapult toys, baby toys, and metal toys. Uncertified products are not allowed to be shipped or sold. The implementation of 3C certification in the toy industry regulates the order of the toy industry, creating an honest and trustworthy market environment, which is conducive to improving the international competitiveness of industries, enterprises and products, and accelerating the industrial restructuring of the entire industry. (2) The market capacity is huge, and the consumption level is boosted to promote further growth in demand. At present, the toy industry has a huge market capacity and toy exports. Over the years, with the growth of the world economy, the world toy market has maintained steady growth. After the financial turmoil, with the recovery of the economy, the demand for the world toy market has resumed and continues to grow, especially in the United States, the European Union and Japan. The renewal of consumption patterns brought about by economic growth in developing countries will further stimulate the demand potential of the global toy market into a realistic purchasing power, providing a broader market space for the development of China's toy industry. In terms of domestic sales of toys, with the development of China's economy, the per capita disposable income is growing. In the consumption expenditure of urban and rural residents in China, the expenditure on toys will increase. At the same time, the Chinese government has adopted a series of policies to stimulate domestic demand and promote consumption, which will further drive the domestic toy market to continue its rapid growth. (3) Scientific and technological progress promotes industrial upgrading In recent years, more and more high-tech means, information technology and robot technology have been applied to toy production. High-tech toys have become the focus of attracting people's attention and are favored by consumers. The increasing proportion of high-tech toys in the overall industrial structure will prompt the Chinese toy industry to leave the vicious competition of low-level reproduction, help the toy industry to develop in a high-level and healthy direction, and enhance the high-end of China's toy industry at home and abroad. Competitiveness in the market. After years of technology introduction and digestion, the overall technical level and production equipment level of domestic toy manufacturers have been significantly improved. Some of the dominant enterprises are close to the level of international advanced enterprises, master the core technology in the production process, and have the ability of independent research and development and technological innovation. The business model has gradually shifted from pure OEM production to independent brand, product grade and added value. Improvement, profitability and sustainability are growing. (4) Industrial clusters form a complete industrial chain Due to high investment costs and high operating costs, toy manufacturers in developed countries in Europe and the United States have shifted their production capacity to China. China has become the world's largest toy production base and has formed a complete upstream and downstream industrial chain. This industrial cluster contributes to Chinese toys. Enterprises participating in international competition provide tremendous opportunities for growing self-owned brand toy companies. 2. Unfavorable factors in development (1) Increase in trade barriers In recent years, a series of toy safety standards issued by nearly 40 countries or regions such as the European Union, the United States, and Japan have formed strong trade barriers to China's toy industry. For example, the US Federal Consumer Product Safety Regulations and the 2008 Consumer Product Safety Improvement Program implemented in August 2008; the EU has implemented the “RoHS Directive†since July 1, 2006, and has been comprehensive since June 1, 2007. Implement the “REACH Regulations†and so on. Under the influence of these safety standards, the entry threshold is raised, which increases the difficulty of toy exports. At the same time, in order to meet export standards, Chinese companies have to increase technical input and testing costs, which will further increase corporate costs. On the other hand, this also brings opportunities for market integration. Non-standard small toy manufacturers will be eliminated. Large manufacturers with quality, R&D and scale advantages will further increase market share, and market concentration will be further improved. . (2) RMB exchange rate fluctuations Since China began the exchange rate reform in July 2005, the exchange rate of the RMB against the US dollar has continued to rise. The appreciation of the renminbi has led to an increase in the cost of toy companies, which has reduced the export profits of toy companies. Since the second half of 2008, the exchange rate of the RMB against the US dollar has stabilized. However, for the export-oriented Chinese toy industry, if the RMB continues to appreciate in the future, the profit margin will be further squeezed. (3) rising production costs The toy industry is a traditional labor-intensive industry, and its cost is mainly raw material and labor costs. In recent years, the rise in raw materials, energy prices and labor costs will inevitably lead to a corresponding increase in corporate costs. Our gaming desk has 5 colours offer you to choose,such as white, black ,red ,blue and pink. 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