Challenges and upgrades of the traditional toy industry under the new normal
According to the China Industry Network 2015-2022 toy research and analysis report, China is the world's largest toy producer and exporter, one-third of the US imported toys, and two-thirds of the EU's imported toys are Chinese products. More than two-thirds of the products on the global market (excluding mainland China) come from China. About 70% of China's exported toys come from Guangzhou. Jiangsu, Zhejiang and Shanghai are also important toy production and export bases, showing regional industrial clusters. In these regional industrial clusters, there are many small toy companies, mainly based on OEM (Origin Entrusted Manufacture), relying on low labor costs and traditional processes to produce and process foreign famous toy brands. toy.
First, with the continuous recovery of the world economy, the economic situation of European and American countries has rebounded, consumption power has increased, and consumer demand in the toy market has gradually recovered. The characteristics of the traditional toy industry under the new normal are as follows:
1. The growth rate has shifted from high-speed growth to medium-speed growth.
According to the statistics of immigration and entry statistics, from 2005 to 2014, the export volume and value of Jiangsu toy exports have turned to high-speed growth. In addition to the global financial impact in 2008 and 2009, toy growth showed a negative growth, with 3.69%-20.97% growth in other years, and 3.69% growth in 2013 compared with 2013, the growth rate slowed down.
2. The development mode shifts from scale and speed to quality and efficiency.
More than 85% of domestic toy manufacturers are export enterprises, but the products of small toy enterprises are highly homogenized, the brand effect is not obvious, the technology content is low, the competitiveness is not strong, and there is no independent development and innovation ability. The main means of competition is tradition. The price competition is not strong but the status quo of the development of China's toy industry. Most of the high-end toy market is occupied by well-known foreign toy brands, including American Mattel, Hasbro, Japan Bandai, Tome, and Danish Lego. The enterprises that produce such products have large scale, high brand awareness, strong R&D and design capabilities, rich market experience and strong economic strength. At present, China has the most complete toy industry chain and the most experienced production technicians in the world. In a sense, Europe and the United States have introduced increasingly strict toy safety standards and social responsibility standards, making many toys in addition to China. It is difficult for developing countries to produce, which will help expand the development of China's toy manufacturing industry. After the financial crisis, some small and medium-sized enterprises in China have closed down, and high-quality and high-efficiency fine-production enterprises have survived and developed.
Second, the pressures and challenges faced by the traditional toy industry in the new normal
1. Market competition and survival of the fittest
In the development process of the enterprise, the market is an invisible pusher. The toy companies that originally won the price with low prices have gradually eliminated due to the shortage of labor resources and the rising cost of manufacturing. The survival of the fittest for many years has enabled the company to profoundly understand the truth of “seeking for qualityâ€. Under the pressure of the market, the local toy industry management has shifted from the traditional to the modern, the enterprise has become more diverse from homogeneity, and the products have developed from low to medium to high. Enterprises are more aware of and willing to invest in improving product quality and upgrading product quality. Actively conducting supplier evaluation, raw material testing and verification, product type testing, etc. have become the daily quality control activities actively carried out by enterprises, and the intensity of technological transformation is constantly increasing. The design and development have been gradually strengthened, and the quality management system has been continuously improved.
2. New toy power challenges traditional industries
A new toy power has also begun to impact the traditional toy industry. In the past, toys were derivatives of film and television productions and video games. Nowadays, film and television works and video games have become an auxiliary product of toys, and they use their own toy images to shoot movies. If the movie is sold, it can drive the sales of the toy. Hasbro's Transformers toys are popular all over the world. With the "Lego Film" series, Denmark's flagship toy LEGO has become another strong competitor in the world's first toy manufacturer.
But for the entire toy industry, the bigger impact is from outside the industry. The emergence of the iPad and the rise of mobile games have attracted children's attention. For them, traditional toys have gradually lost their appeal. Hasbro has acquired a stake in 70% of mobile game developer Backflip Studios.
3. Foreign technical trade measures
Similarly, the companies that are following the thin ice are newly formulated technical regulations and trade measures abroad. The toy safety standards and social responsibility standards are becoming more and more stringent. The market supervision and notification system of foreign supervisory institutions increases the detection cost and risk of enterprises.
For example, the United States promulgated and implemented the Consumer Product Safety Improvement Act (CPSIA) and a series of follow-up regulations in 2008; implemented the Consumer Product Safety Improvement Act (CPSIA) Amendment HR2715 on August 12, 2011, the new lead content standard, revised ortho-benzene Dicarboxylic acid esters, etc., more and more American toy companies are sourcing products from ICTI-certified factories; baby strollers have issued new safety regulations. The EU's Toy Directive 2009/48/EC is “the most stringent EU toy regulation in historyâ€. Japan ST 2012 toy standard, Taiwan toy safety supervision measures, Ukraine strengthen toy chemical safety control, Canada "Dangerous Products Regulations".
Third, the new normal inspection and quarantine to promote the traditional toy industry to improve quality and efficiency upgrades
1. Pay attention to design safety and encourage independent research and development.
Faced with the fact that a large number of recalled “Made in China†toys are actually the reality of “foreign designâ€, toy companies should pay attention to contract review and transaction sample identification, and actively discover and timely resolve the contradiction between customer requirements and technical regulations of importing countries. Avoid unnecessary reputation and economic damage caused by blind production. It is recommended that enterprises should increase design and research and development efforts, from OEM (processing production) to ODM (design and production), continuously improve the ability to develop and innovate, actively cultivate independent intellectual property rights, accelerate the development of independent brands and overseas marketing channels, and increase the added value of products. With competitiveness, actively respond to and overcome the impact of external unfavorable factors.
2. Promote scientific and technological progress and achieve industrial transformation.
Enterprises should increase technological transformation efforts to improve production efficiency and quality. At present, most domestic toy companies rely on manual manual operation, but more and more companies have introduced more modern equipment such as CNC machine tools and automated electrostatic spraying lines. This has greatly improved production efficiency and reduced waste. The rate of defective products saves labor costs. Therefore, it is recommended that toy companies accelerate the implementation of technological transformation, respond to the increasing shortage of labor force, improve the quality of production, and promote the product from the low-end market to the middle and high-end market.
3. Adjust the market structure and improve the ability to resist risks.
Actively implement strategies for market diversification. While deepening the expansion of traditional markets such as Europe, America and Hong Kong, toy companies should actively explore emerging markets such as Africa, Latin America, ASEAN, Central and Eastern Europe and Russia. At the same time, China's economy has grown strongly for many years and the people's living standards have increased rapidly. In recent years, the sales of China's toy market has continued to rise. In the future, the development of China's toy market is still very large and has a bright future. It is a promising market. Toy companies should take into account the two major domestic and international markets, taking the road of both domestic and foreign sales, which will greatly help to improve the overall strength of the toy industry and effectively improve the company's ability to resist risks.
4. Accelerate structural adjustment and implement strategic transfer.
Under the influence of the market reversal mechanism, the adjustment of industrial structure is imminent. Appropriate transfer of positions, bold "going out" has become a major development direction of enterprises. Production enterprises with strength and ability can be moved to the central and western regions where land and labor costs are relatively low. They can also actively "go out" in Southeast Asia or elsewhere. Countries and regions with strong cost advantages set up factories to “borrow chickens and lay eggsâ€, use the host country's raw materials and cheap labor and international trade preferential policies to implement strategic transfer and strive to expand the international trade market.
5. Create a quality atmosphere and increase law enforcement.
At present, compared with the major developed countries and regions in the world, China's laws, regulations and enforcement systems for protecting consumer rights, especially for children and adolescents, are still relatively backward, and are incompatible with China's international image as a major consumer goods producer. The inspection and quarantine system needs to further develop its functional advantages and help enterprises to create an atmosphere that emphasizes quality and safety, quality and safety, and quality and safety. Implementing an interview system for major quality problems, untrustworthy enterprises, and illegal and illegal enterprises, using laws to regulate production and operation enterprises, standardizing production and business practices, standardizing market order, and cracking down on shoddy, cutting corners, counterfeiting and counterfeiting . Improve the information reporting and traceability system for non-conformity risks, implement the integrity classification and differentiated management mode, increase the administrative penalties for violations of laws and regulations, and ensure the quality and safety of consumer goods.
6. Strengthen risk management and continuously reduce quality and safety risks.
It is recommended that the inspection and quarantine department combine risk management, adjust the inspection and supervision product catalogue and the inspection and supervision project catalogue in time for foreign technical trade measures, quality dynamic changes and recall notification of return shipments. At the same time, it highlights post-event supervision and strengthens quality and safety retrospective investigation and accountability.
The first is to institutionalize risk management. The concept, method and means of risk management are consciously applied to the inspection and supervision work. Through risk assessment, risk analysis and risk warning, a toy quality and safety supervision system centered on risk management is established. The second is to do a normalization of risk investigation. Comprehensively carry out toy quality and safety risks, inspection and supervision work risks and inspection and supervision team risk investigation, carefully sort out the risk sources, grasp the four links of risk monitoring, research and judgment, early warning and disposal, and establish and improve the safety risk monitoring system of toy products. The third is to make the risk management and disposal scientific. Accelerate the construction progress of toy risk information systems, increase the release of warnings on toy quality and safety risks, realize the commonality, sharing and sharing of risk information, and guide the preparation of risk prevention, and enhance the initiative, scientificity and effectiveness of risk disposal.
7. Strengthen quality and safety, and maintain order in the market.
The government should establish an investigation mechanism, increase the intensity of comprehensive governance, fully integrate government, quality inspection, industry and commerce, chambers of commerce, associations and other resources to effectively play the functional advantages of various departments, vigorously carry out joint rectification and law enforcement supervision, and actively promote integrity. System construction, promoting industry supervision and self-discipline, encouraging consumers to complain and report, etc., establishing a more scientific, close and coordinated quality and safety co-governance mechanism, forming a quality and safety supervision network for “inspection of enterprises†and innovating product connotations. Exploring emerging markets, earnestly safeguarding the interests of consumers, and jointly speeding up the transformation and upgrading of the toy manufacturing industry.
Source: Xinhuanet
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