Where is the traditional toy industry in the age of digital entertainment?

Abstract: Male fear into the wrong line, women afraid to marry the wrong Lang, Sh Honggang (alias) so describe his current situation. In his view, toys are labor-intensive industries, but such industries have no future in China. In a recent interview with the Daily economic news reporter, "Men afraid to go wrong, women are afraid to marry the wrong Lang", Sh Honggang (alias) to describe his current situation. In his view, toys are labor-intensive industries, but such industries have no future in China.





in a recent interview with the Daily Economic news reporter, Sh Honggang has contracted out a toy company in Shanghai.





since the 80 's, China has become the world's largest toy production and export country. But at present, the whole toy industry of our country is undergoing profound change. The toy industry relies on a growing number of demographic dividends, rising wages for workers, difficulties in hiring, and high levels of external trade barriers. At the same time, the rise of the digital entertainment industry has continued to challenge the toy industry ...





in Sh Honggang Brewing in the time, the company changed hands in Shenzhen, Guo Strong is registering their toy company.





as the founder of Shenzhen Toys Co., Ltd., Guo strong confidence in their own business. "The current development momentum is good." Guo Qiang, born in 1989, set up the company last year. He developed the customers through the electricity business channel, the business is more and more prosperous.





in fact, while the objective environment is constantly changing, new positive factors are sprouting up. "Separate child" policy, let the toy potential market further expansion. The young parents of the younger generation, in the toy consumption aspect, is more generous than the older generations.





can not find the "tuyere" of the toy industry/





in the toy industry, the most let Sh Honggang headache is artificial problem. He told reporters that the current toy industry recruitment is very difficult, in the context of the difficult job, the toy industry to workers more attractive than other industries.





"In Shanghai, my next door industry is better than me, can pay higher wages, work environment than I superior, the workers certainly do not want to come to me." "Sh Honggang said," The traditional way, has been unable to maintain. ”





Sh Honggang in the subdivision of the toy industry, there is a manual coloring process, the machine can not be replaced, although the materials are environmentally friendly, but because of the pungent odor, which makes many workers disgusted.





Guo Strong company mainly produces plush toys, lathe is more important post. He revealed that the one-month salary for such jobs was between 4500~5000 yuan. If it is cotton-filled workers, one months can get 8000~9000 yuan.





This wage level, even as the Pearl River Delta some of the city's white-collar community. "Labor is too expensive, recruitment is difficult, staff is not good management." Guo Qiang said.





after the Spring festival this year, Guangdong Province human Resources market and enterprise employment monitoring shows that the province's employment gap of about 600,000 ~80 million people, of which, the Pearl River Delta seven city for 450,000 people, some industries, some enterprises still exist "recruitment difficult" phenomenon.





Guangdong Flywheel Technology Industry Co., Ltd. Planning department head Sheishu said, recruitment difficult, high labor costs, has become a common problem of the whole industry.





"I have a lot of friends in Dongguan engaged in the toy industry, in this industry, we hear only the factory is getting smaller, did not hear which factory is more and more big." At the end of the line, he told the Daily economic news reporter that since 2010, he has been thinking about the restructuring of the enterprise. "I think about these problems every day, how to reduce people to less, how to improve efficiency, how to make independent innovation." ”





at that time, he also brewing to do electric business, brand. Even with friends in this area of cooperation, but ultimately not work, "because this industry is a declining industry, everyone is falling down." ”





in Sh Honggang view, kept drilling in the toy industry, spend 100 points of energy, can only get 20 points of income. "What do you spend so much energy doing?" Useless。 When you leave the industry, you will find that the outside world is more exciting. ”





Sh Honggang said, like millet lei that sentence, any industry must find the Tuyere, in the Tuyere, a pig can also fly up.





toys industry's "Outside worries"/





in most toy products are mainly export-oriented situation, foreign trade barriers are getting higher. Guo's strong company has 60% of its products dependent on exports. In terms of environmental protection, he said, the EU has the most stringent requirements and Japan is the most stringent in quality. "The new EU standard has 183 items, each must meet the standard, once unqualified, all things are white." ”





July 20, 2011, the EU began in its member States to implement the European Union "Toy Safety new Directive", which is known as the European Union "the most stringent" toy safety indicators, in physics, chemistry, machinery, electrical, health and many other aspects of toys made "the world's most stringent regulations."





in all kinds of harsh standards, China's toy industry export growth began to appear weak. According to the customs statistics, 2013 1 ~ November, China's toy products export amount of 11.497 billion U.S. dollars, an increase of 8.93%. Export average price of 0.49 U.S. dollars, down 8.19% year-on-year.





Foreign market growth is limited, the domestic market is facing some international toy giants Rob.





, the world's largest toy and baby products retailer toy counter, which entered the Chinese market in 2006, recently accelerated its opening in China, opening 23 new stores only a year ago.





this April 8, the 26th session of Guangzhou International Toy Fair held in Guangzhou, the reporter noted at the exhibition, a new change is that South Korea, Thailand, some toy enterprises, joined the ranks of exhibitors to expand the Chinese market.





not only that, the impact of digital products on the toy industry "invasion" also began to reflect. There used to be a picture on the Internet: at one table, 4 "00" children, each holding a tablet computer, bowed their heads and indulged in their own video game world.





with the rise of tablet computers and smartphones, touch-screen video games are beginning to be favored by children of all ages, which has also led to the vigilance of toy companies.





this April, Huamei Technology Toys Co., Ltd. in Shantou, general manager of Cai in the Chinese and foreign toy network, said the interview, the company has been aware of the popularity of various types of digital toy products on the impact of traditional toys, last year also launched a number of combined touch control function of the toy products, and this year will increase research and





New opportunity for "children's economy"/





at the end of the rope, may also be the time for the road. From 2007 to 2011, China's toy and game retail sales soared from $3.089 billion trillion to $8.03 billion trillion, reaching a growth rate of 21% a year, according to a 2012 Euromonitor report.




According to Nielsen, a leading market research firm, China is now the world's third-largest consumer of toys, after the United States and Japan, based on market sales,
. But if the amount of consumption per capita, China is only 1/10 of the United States, Japan's 1/12, the promotion of huge potential.





"Alone child" policy, the toy industry to increase the consumer groups. Dongguan Yong-Hui Light Plastic Products Co., Ltd. Chairman Tianmahui very optimistic about this policy on the toy industry, the positive factors. Tianmahui said that, according to his understanding, "separate child" policy implementation, each year will add 1 million ~200 million children, the toy market will be a big pull.





about the impact of digital products on the toy industry, Yiwu Toy Industry Association, the former secretary general, love on the Door Toys Co., Ltd. Head Dong Yuanji that the digital products to some extent will impact the traditional toy industry, but the two may be more will show the integration and complementary relationship. For example, he said, for example, the first toy to static mainly, like some plastic toys, puzzle and so on, and then have a remote control toys, aircraft can fly, cars can run, but puzzle still have demand.





in fact, many traditional enterprises are also developing touch screen toys to meet the challenges from digital products. The reporter sees on Alibaba website, inside has a large quantity only 10 yuan of touch screen type toy, these toys imitate the appearance of the handset or the tablet computer, inside put some games.





Dong Yuanji said that with the upgrading of technology, such as the production of such toys has no threshold, because the product involved in the module, the solution has been very perfect.





Although the domestic market is still good, but for the traditional toy enterprises, the transformation and upgrade can not relax the moment.




In 2011,
Tianmahui said he went on a continuous expedition for 8 months, eventually deciding to shift the company's business to children's homes. In his view, on the one hand, China's children's economic growth potential is enormous. On the other hand, many teenagers now have their own children's room, the demand for children's household products is increasingly huge.





Guo Strong company mainly in the field of E-commerce to develop sales channels. He believes that one reason many toy companies are increasingly struggling is that they have no channels of their own.





For the development of the toy industry, Sh Honggang that, since it is labor-intensive, so the best way to the enterprise or to lower labor costs where the transfer.





Dong Yuanji that the whole Chinese toy industry will be unstoppable integration, foreign toy companies have also experienced such a development process.