Domestic toys can with the new trend

Imported toys in the mall, domestic toys in the wholesale market, the status of such a disparity will be more serious. From the AQSIQ data show that from 2009 onwards, imported toys at an annual rate of increase into China, in a separate two-child policy, has a huge population base of the Chinese market has become a big toy giant eyes cake, especially notable In May of this year, LEGO set up its first factory in Jiaxing, China, but domestic toys have long remained in a labor-intensive state for the processing and processing of foreign brands.

The scale of imported toys into China

In 2013, the national inspection and quarantine authorities accepted and inspected 11,922 imported toys with a total value of about 399 million U.S. dollars. Compared with 2012, the number of imported toys decreased by 48.28%, while the import value increased by 35% for two consecutive years AQSIQ said that in 2008 and 2013 are the two peaks of imported toys in recent years. The former is the year in which the economic conditions in Europe and the United States are not good. International brands are concentrating their energy on developing the Chinese market, and the import volume soars ; While 2013 has the Year of the Dragon effect, which is the traditional birth peak in China. Therefore, 2013 was the year with the highest import volume in recent years.

According to Beijing Commercial Daily reporter survey, the world's leading toy companies in the Mainland have set up factories or factories and domestic manufacturers to produce toys. Most of the world's toy sales top 10 companies have entered the Chinese market through sales agents or the establishment of the Chinese market, such as the United States Mattel Group, Hasbro Group and Japan's Sega companies.

In May this year, the world's second-largest toy maker, Lego Toys, announced a new factory in Jiaxing, 120 kilometers away from Shanghai. According to reports, the factory, which can accommodate 1,500 people, is scheduled to start production in 2017 and meet 70% -80% of the Asian market demand. Marko llincic, LEGO's senior vice president and head of Asia, said LEGO Group's full-year sales growth of 11% in the global downturn in the toy market has achieved strong growth of more than 30% in the Chinese market.

Domestic toy manufacturers double pressure

In the international well-known toy brands continue to China layout at the same time, the domestic toy manufacturers still remain in "MADE IN CHINA". Beijing Commercial Daily reporter learned that there are currently more than 20,000 domestic toy manufacturers, enterprises above designated size reached more than 6,000, about 75% of the global toy production in China, but the market is less concentrated, independent research and design of products and Own brand lacking. A manufacturer of plastic toys in Zhejiang introduced to the Beijing Commercial Daily reporter that most small-scale enterprises sell at low prices in the OEM mode. Although the export volume keeps growing, the benefits have been relatively meager.

In addition to the pressure of imported toy brands, the advent of online games also diverts the consumer groups of toys. Appeared in the pre-disclosure list of the CSRC this year, Guangdong Bangbao Educational Toys Co., Ltd. (hereinafter referred to as "Bangbao Puzzle") is a Sino-foreign joint venture company preparing to publicly issue shares on the Shanghai Stock Exchange. Bangbao Puzzle said that the growing market capacity of online games, the rapid development of the industry will erode some of the traditional toy market share, resulting in the development of traditional toy manufacturers threat. Increasing market share of online games may adversely affect the company's business performance.

Under the above two pressures, the domestic toy enterprises have to bear the risk of changes in the policy of importing toys. According to insiders, the European and American markets and emerging markets have been stepping up the import of toys for the past two years. "Importing countries have revised and updated their regulations too fast, Or substantial increase in the relevant standards of trade barriers in importing countries will adversely affect the export of the Company's products. "

The price gap between channels clear

"Most of China's own toys to stay in the middle and low level of toys, monotonous varieties." A toy sales staff said the mainland toys and international brands compared to a larger price gap, so in the middle and low market has a strong competition Force, the basic monopoly of the general wholesale market and sales channels such as small hawkers.

In stark contrast, imported toy brands are generally concentrated in shopping malls and shopping malls. Beijing Commercial Daily reporter saw Ganjiakou Department Store, the toy area only four or five brands are from abroad and Hong Kong, China, there is no mainland brand, an ordinary plastic duckling toy price 199 yuan, while the wholesale market of domestic toys Most brands are under hundred dollars.

It is noteworthy that the major well-known foreign toy manufacturers in the domestic toy occupied the high-end market, to accelerate the further expansion of the Chinese market, the pace of market expansion is with the expansion of foreign supermarket to the second-line market approaching. According to Beijing Commercial Daily reporter learned that Lego has entered the Carrefour supermarket, and discounted price to attract a lot of moms groups. However, there are already toys in the industry to explore online channels, "sales channels in the e-commerce, we must obtain consumer trust, but also to ensure high-quality low-cost." A person in charge of operating an online toy brand believes that children aged 3-8 are the largest consumers of children's toys, and as parents of final consumers, their parents are often online-shopping groups.

Beijing Commercial Daily reporter Shao Lan Jie / text