China is a big country in toy production and export. However, it has been in the downstream of the industrial chain for many years. Enterprises are mostly engaged in OEM production, with low added value and weak brand power. In recent years, some areas where the toy industry is concentrated have realized the importance of transformation and upgrading, and have begun to embark on the road of building their own brands; some enterprises have further expanded to the upstream animation culture industry and developed their own IP (Intelligent Property Rights). Enhance product creativity and technology content “Global toys look at China, Chinese toys look at Guangdong, and Guangdong toys look at Chenghai.†As one of the most concentrated toy manufacturers in Guangdong Province, the industry scale far exceeds peers, and one of the regions with the highest technological innovation capability, Chenghai District, Shantou City has always enjoyed “ The title of China's toy and gift capital. In the current environment of the toy industry, such as product homogeneity, unstable quality and low added value of the brand, how will Chenghai crack the “password†of the transformation and upgrading of the toy industry? Develop independent brands Chenghai District currently has more than 12,000 toy and gift production and management companies, more than 130,000 practitioners and more than 3,000 domestic and foreign toy trading companies. In 2016, the output value of Chenghai toy and gift industry reached 44.3 billion yuan. No matter the number of toy enterprises above the scale, the supporting chain of industrial chain and the scale of output value, they are far higher than other places in China. Behind the results, it is the transformation of Chenghai toys from OEM processing to the development of independent brands. For a long time, Chenghai’s toy companies mostly engaged in overseas brand OEMs, and the OEM model has consumed the autonomy and competitiveness of enterprise development. Since the 1990s, Chenghai toy enterprises have been transforming in time, embarking on the road of “independent design, independent research and development, and independent productionâ€, and are committed to building their own brands. For example, Xinghui Interactive Entertainment Co., Ltd., which focuses on car model production for a long time. In 2005, the company identified the market opportunities for the rapid development of the automotive industry, the popularization of automobile culture and the gift of toys. The combination of toys and automobile culture focused on the development of car model products with high added value. "In the toy industry cluster area like Chenghai, if we want to stand out from the crowd, we can only improve our brand competitiveness by understanding our own positioning and continuous innovation." Zhang Liewu, assistant general manager of Xinghui Company, said. Over the years, Xinghui has continued to invest heavily in the upgrading of related technologies and materials, and actively strives to obtain the “brand license†of the world's top 500 car companies, engaged in the production and sales of brand car models, and has now built a brand with an annual output of more than 7.2 million units. Car model production base. “Chenghai toys not only have advantages in production costs, but more importantly, they are constantly innovating. From the annual Guangzhou Toy Fair, it can be seen that Chenghai’s toy products are rich and varied in style.†Wang Weishen, deputy head of Chenghai District, told reporters that in the past 10 years The Chenghai toy industry is growing at an average annual rate of around 14%, and more than 70% of its products are exported to more than 140 countries and regions around the world. Next, Chenghai District will also help enterprises apply for patents, registered trademarks, and striving for brands. Improve product quality Quality is the cornerstone of the brand. According to Cai Wei, director of the Quality Supervision Bureau of Shantou City, the quality qualification rate of Chenghai toy products has increased from 44.5% in 2007 to 96.6% now, achieving a qualitative leap. “After the exposure of product quality problems in the early years, Shantou City increased the efforts to rectify the toy enterprises, and formulated a series of rules and regulations for raw materials, coating standards, product inspection and testing, market access, etc., to achieve checks at all levels." In September of this year, the quality information of product production, inspection, supervision and consumption was integrated, and the toy product quality traceability system that facilitated government supervision and public inquiry was put into operation on Shantou. As long as the code is scanned by mobile phone, the relevant product quality information can be presented one by one, thus realizing the whole process of quality and safety management and risk control of “source can be checked, traceable can be traced, responsibility can be investigatedâ€. “The toy quality traceability platform is controlled by the government and will provide accurate and real product information to the public.†Cai Wei said that through the Internet of Things and big data technology, the quality of toy products can be traced back, and the industry is transformed by innovative technology. A new attempt. Develop IP An ordinary yo-yo only sells a few dollars. The brand yo-yo, which has a well-known anime image, can sell for tens of dollars to hundreds of yuan. IP (Intelligent Property Right) is a kind of gold that enhances the "gold content" of toy products. The key"... Chen Yuwu, general manager of Aofei Entertainment Co., Ltd. told reporters that since the launch of the first TV anime "Fire Juvenile King" in 2006, Aofei Entertainment has sold hundreds of millions of animation derivative products. “When a toy is endowed with cultural connotations, it can greatly increase the added value.†Chen Shiwu believes that from the success stories of Disney and Hasbro, it can be seen that the original animation and film and television works can boost the sales of toys and bring unlimited business opportunities. It provides new ideas for the transformation and upgrading of the toy industry. To this end, Aofei quickly adjusted its strategy and laid out the cultural industry. Since 2008, Chenghai District has invested 6 million yuan each year to support the animation culture industry, and strive to cultivate and create a number of creative culture enterprises with strong strength, competitiveness and influence. At the same time, Chenghai District fully utilized its "Guangdong animation toy creative industry cluster" advantage, identified 13 core member companies, carefully constructed an animation toy development service platform, and built Chenghai animation (toy) creative industry public service network. Nowadays, dozens of toy companies in Chenghai District have entered the field of animation culture and developed animation works and derivative toy products to extend the industrial chain and have invested in more than 40 animation works. For example, group toys such as Qunxing, Jiaqi, and Yad cooperated with Shanghai Hongmeng Cartoon Industrial Co., Ltd. to develop the series of animation and toy products of “Hong Cat Blue Rabbitâ€; Feilun Technology Co., Ltd. became the only domestic mascot authorized to develop and produce Shanghai World Expo. Anime derivative products companies have launched more than 150 "Haibao" animation derivative products. 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Toy industry promotes "gold content" IP