Abstract:Mainland toy products are mainly exported to the United States, Japan, the United Kingdom and other economically developed countries. Compared with developed countries, the labor cost of the mainland is relatively low, and the cost advantage of toy production is obvious. From 2019 to 2022, the value of mainland toy exports continued to rise. However, with the gradual rise of labor costs in the mainland, the cost advantage has weakened, and at the same time, the increase in the level of national consumption has also increased the demand for domestic toy consumption. In 2023, the export value of mainland toys will decline significantly, to 285.826 billion yuan, a year-on-year decrease of 11.49%.
1. Definitions and Classification
Toys generally refer to objects that can be used to play, and playing with toys is often used as a way of entertaining and educating in human society. Toys are suitable for both children and young people and middle-aged and elderly people. Play has a variety of classification methods, according to different materials, can be divided into metal toys, plastic toys, bamboo and wood toys, cloth plush toys, paper toys, ceramic toys, oak toys; according to different functions, can be divided into enlightenment toys, intellectual toys, sports toys, decorative toys, art toys, science and education toys, theme toys.
Second, industry policies
1. Competent authorities and regulatory system
China Light Industry Federation is a national, comprehensive, and industrial organization with service and management functions for the light industry, and its main functions include organizing and carrying out industry statistics, collecting, analyzing, researching, and publishing industry information, carrying out statistical surveys in accordance with the law, and establishing an e-commerce information network; participating in the formulation of industry planning, and conducting preliminary demonstration and preliminary examination of projects such as industry investment and development, major technological transformation, and technology introduction; organizing the recommendation of major scientific research projects, appraisal, and popularization and application of scientific and technological achievements; and participating in the formulation and Revise national standards and industry standards, organize implementation and supervision.
China Toys and Juvenile Products Association is the only national toy and juvenile products industry organization in China, affiliated to the China Light Industry Federation, the main responsibilities include: participating in the formulation and assistance in the implementation of industry development plans, making suggestions for the government to formulate industry-related policies and regulations, putting forward suggestions to solve common problems in the industry, safeguarding the legitimate rights and interests of the industry and enterprises, guiding enterprises to understand the importance of safety and safety production of toy products, and participating in the formulation and development of toy products. Publicize and implement the relevant standards of the industry, cooperate with the relevant departments to supervise the product quality of the toy industry, release the product quality information of the industry, and promote the application of new products; improve the self-discipline of the industry and safeguard the interests of the industry; be entrusted by the government to undertake or organize exhibitions (sales) according to the needs of the market and industry development, organize enterprises to go abroad to participate in professional international exhibitions, and promote enterprises to explore domestic and foreign markets; Preschool education workers and other social groups publicize the educational role of toys and the product safety awareness of toys, advocate consumers to buy safe, healthy and high-quality toys, and provide a propaganda and education platform for changing the concept and concept of toy consumption.
2. Industry-related policies
In recent years, mainland policies have strengthened the supervision of the toy industry on the one hand, and provided positive guidance for the development of the toy industry on the other hand. In December 2021, the State Council issued the National Action Plan for the Prevention of Disability (2021-2025), which requires strengthening the supervision and management of toy products. In April 2023, the Ministry of Education and other departments issued the "Special Action Plan for Comprehensively Strengthening and Improving Student Mental Health in the New Era (2023-2025)", which requires comprehensive governance of toys that endanger physical and mental health in and around campuses, surrounding areas, online platforms, and other bottomless marketing to minors. Toys are products that minors have a lot of contact with on a daily basis, and strengthening supervision over the production and sale of toys is an important measure to protect the physical and mental health of minors. At the same time, the national policy also encourages the innovation and development of the toy industry and helps the toy industry to open up the market. In July 2023, the Ministry of Industry and Information Technology and other departments jointly issued the "Work Plan for the Steady Growth of Light Industry (2023-2024)", encouraging the holding of toy creative design competitions, enhancing brand value and product added value, and proposing to guide the toy industry to optimize the structure of export products. This will help the toy industry to explore the international market and bring more development opportunities to toy companies.
3. Industry barriers
1. Technical barriers
The technical barriers in the toy industry are mainly reflected in the complexity of product innovation and manufacturing processes. With the continuous development of science and technology, consumers have increasingly higher requirements for intelligent, interactive and interesting toys, which requires toy companies to have strong technological research and development and innovation capabilities. At the same time, high-end toys such as figures, models, etc., have a fine production process and a large proportion of handwork, which has extremely high technical requirements for prototypes. The existence of technical barriers makes it difficult for new entrants to break through in the short term, thus ensuring the competitive advantage of industry leaders.
2. Brand barriers
Well-known toy brands usually have a long market accumulation and good reputation, and their product quality, innovation ability and service level are often widely recognized by consumers. This makes consumers more inclined to choose products from well-known brands when buying toys, which makes it more difficult for new toy brands to gain market share. At the same time, well-known brands also have obvious advantages in marketing and channel building, which can reach consumers more effectively and enhance brand awareness.
3. Intellectual property barriers
As the toy market becomes increasingly competitive, innovation has become the key for companies to gain a competitive advantage. However, innovative designs and patented technologies are expensive to develop and can be easily imitated or misappropriated by others. Therefore, toy companies need to apply for patents, trademarks and other intellectual property protection measures to maintain their innovation achievements and market position. At the same time, the government has also strengthened its crackdown on intellectual property infringement, providing a better legal protection environment for toy companies.
Fourth, the industrial chain
1. Analysis of the industry chain
The upstream of the toy industry chain is the supplier of raw materials, mainly including metal products, rubber and plastic products, electronic components, textiles, etc. Upstream raw materials have a certain impact on the quality and cost of toy products. In the middle of the industrial chain are toy manufacturing enterprises, which process and produce raw materials into various toys. The downstream of the industrial chain are sales channels, mainly including retail and wholesale industries such as department stores, shopping malls, supermarkets and e-commerce platforms, which flow toy products to end consumers. In recent years, with the rise and popularity of online shopping, online e-commerce has become an important market for the development of the toy industry.
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