China's toy exports in order to rise, enhancing international competitiveness imperative!

80 years from the last century, China began to toy manufacturing industry from foreign toy manufacturers OEM toys. After nearly years of development, China has become the world's largest toy manufacturing base. However, because of China's toy industry has been too dependent on foreign markets and brands, led Although China is Plastic Toy, Intelligence Toy, Plastic Building Block toy manufacturing country, but has not been among the toys powers. And because the Chinese toy industry is very dependent on exports, so the outbreak of the financial crisis is to the development of China's toy industry poured cold water. Although China's toy exports have been the trend of recovery, but the Chinese toy industry with international peers but the huge gap between the can not be ignored: the existence of Chinese toys, brand-building lag, lack of design capability, technological content and low added value and so on. Therefore, to promote the sustainable and healthy development of export toys, toy products to enhance the international competitiveness of Chinese toy exporters still pressing issue.

China's toy export enterprises their own problems

China's toy industry has always been an export center, the historical factors that led to the development of China's toy industry's lame, there are many fatal.

First, the production is small, low-tech products. Most of the Chinese toy companies after the reform and opening up the development of small and medium private enterprises, engaged in the Plastic Toys, Intelligence Toys, Plastic Building Blocks toy production and processing, does not have the size advantage, competitiveness is not strong. while China exports lower value-added products to the traditional toys, so while in foreign markets has dominated the traditional toys, but the technological content of products is very low, compared with the total high-tech electronic toys no competitive advantage.

Second, China's independent brand awareness is not strong, most of the enterprises engaged in OEM production. The OEM way, so that China became the world's toy factory brand, few Plastic Toy enterprises with independent intellectual property rights and independent brands. The and the United States, Japan, the toy industry, the Chinese toy industry has been neglected is brand building, combined with the lack of technical support, cultural and professional designers rely on to make toys, a brand has been severely affected, the toy industry's overall international competitiveness is not strong, you can not get rid of the status of big but not strong, hindered the sustainable development of Chinese toy companies.

Third, China's toy products are mainly designed for children, adult toy market is very small. The actual situation is compared with the Child Toys, Adult Toys has a larger profit margin. China Social Survey Office survey, China 64% of adults said that if conditions permit, consider buying toys, of which 33% of adults said they liked and are willing to buy toys. At present, China's elderly population is rising, they are also a huge potential consumer groups. According to the China Toy Association predicted that China's demand for young adult toy market is only up to 500 billion yuan a year or so, adult toy industry's profits to be up to 100% - 400%. such a large market potential, the Chinese toy companies just ignored.