2024 Development Status of China's Toy Manufacturing Industry
Mar 26, 2024
China's toy industry has significant regional distribution characteristics, mainly concentrated in Guangdong, Zhejiang, Shandong, Jiangsu, Hunan, Jiangxi, Shanghai and other regions. Each toy industry region has formed a relatively complete and mature upstream and downstream industrial chain and industrial clusters. The effect is obvious.
In terms of product types, Guangdong toy companies mainly produce electric and plastic toys; Zhejiang toy companies mainly produce wooden toys; Jiangsu toy companies mainly produce plush toys and animal dolls. In terms of export volume, Guangdong, Zhejiang, Jiangsu, Shanghai and Jiangxi are the top five provinces and cities.
The target customer group of the toy market is gradually expanding, and North America has become the largest market for China's toy exports.
Through comparative research, we found that traditional toys are still playing the leading role, and mainstream products are still building blocks, car models, dolls, etc., but many of these products have incorporated new technological elements, such as dolls that can talk to people.
Under the guidance of national industrial policies, domestic cartoons have ushered in a period of rapid development, thus cultivating children's recognition of cartoon characters and user stickiness of derivatives, benefiting companies that master the core cartoon image IP; currently, brand companies Through the deployment of artificial intelligence, it has entered the fields of schools and family education.
Toy industry ecological chain matures
The toy industry has a long history and has now formed a mature ecosystem and complete industrial chain. From a manufacturing perspective, the upstream of the toy industry chain mainly includes raw material suppliers such as plastics, hardware, electronic accessories, and packaging industries. Toy manufacturing companies need to push their products to consumers through dealers, so the downstream mainly includes retail, wholesale and other sales industries.
Judging from the development experience of mature foreign toy industries, the combination of toys and animation is an innovative profit model after the toy industry has developed to a certain stage.
This model combines toys and animation to increase the added value of products with animation story content and images, and drives toy sales through the dissemination of animation images. Animation derivative toys have become one of the important value expressions in the IP value chain.
Animation toys manufactured under this model already have a large market size in developed countries such as the United States and Japan. For example, the Peppa Pig series is one of the most important toy product categories.
With the release of the value of animation IP, the value creation of animation culture industry has accounted for more than 20% of the output value of the toy industry.
Judging from the experience of successful toy brand operations, toys and animation are a pair of natural twins. The combination of toys and animation can create derivative value. For example, Aofei Animation's multiple acquisitions and investments in the IP field also aim to establish An anime kingdom.
As the economic strength of emerging market countries gradually increases, the concept of toy consumption has gradually extended from mature European and American regions to emerging markets. Toy consumption in Eastern Europe, South America, Asia and other regions has grown rapidly.