China is the world’s largest toy producer, holding 70% share of the global toy production orders, but more than 70% of domestic enterprises is still in the incoming, sample processing, low level of development, not only was severely squeezed profit, but also constraints China’s toy brands innovation and growth. How to "Made in China" to "Made in China", is placed in front of a whole toy industry application problems.
Year of the Rabbit "Pong" rabbit, during the Spring Festival this year, with the rabbit toy doing my part to be related to the protagonist of the toy market, "Cacalia Lord", "Cacalia milk," "Rabbit doll" and other hot toys and rabbit-related, to the manufacturers with to unlimited business opportunities.
China is the world’s largest toy manufacturer and exporter of the world each year about 70% of toys are manufactured in our country. But at the same time, China’s toy enterprises, more than 70% is still in the incoming, the most low-end sample processing level of development, independent development and innovation, the insufficiency of mode of attachment style has seriously hampered the development of China’s toy industry. Difficulties facing the development, many toy companies are actively seeking a breakthrough.
Last September, "Carbon 2010 Pioneer List" awards ceremony at the Shanghai World Expo held in Grand Hall, Creative Design Jiangsu children magic card (hereinafter referred to as the Magic Card Tong Corporation) list. Multinationals than many award-winning, children’s magic card size and visibility is not prominent, but it is environmentally friendly paper toy industry in China pioneer and leader.
Magic card company was originally a child engaged in paper packaging company, involved in R & D in 2005 creative paper toys. Currently, the output value from the initial 200 million yuan to 15 million yuan, the products are exported to Germany, France, the United States and other European countries.
Toys and clothing, footwear and other labor-intensive industries belong to low profits, the competitiveness of products is poor, the weak ability to withstand external shocks such as toy companies in China face common problems, not only was severely squeezed profit, but also hampered China’s own brand toys innovation and growth. "Only adhere to independent innovation and building its own brand and enhance the core competitiveness of toy companies toy industry in China is the only way out of the woods." Magic card, children, general manager of China Intellectual Property News MEDICINALIS the author in an interview that To change the quality of our toys, low, low-tech, high pollution, high energy status quo, out of the European Union, the United States and other Western countries, trade barriers, industrial restructuring and upgrading immediately.
In the rational analysis of domestic and foreign markets, MEDICINALIS led his team began a difficult transition transformation, developing low-carbon, environmentally friendly paper toys. Along the way, to overcome difficulties.
"The first problem encountered is the lack of professional designers. Our staff not only to understand the needs of graphic design, three-dimensional design, but also to understand the nature of the paper and become familiar with children’s toys market conditions." MEDICINALIS said that this is a people not covered, the team gradually explored in the exploration of the design direction.
Solve the design issues, market issues ensued. Face of the question, MEDICINALIS did not flinch. A year later, when the received first orders from the United States, he also skeptical, and the second document from the European order of 10 containers arrived, he determined his choice is right. When the paper toys exported to France, recognized stool, paper toys, early childhood education sector by the praise of domestic time, MEDICINALIS finally took a deep breath.
In the interview, MEDICINALIS cited a feeling that he was quite Example: "In the past company’s products less competitive markets, in negotiations with foreign customers, we design products they carry, look for other factories in China, or keep the prices down, we simply can not grasp the initiative in the price. Now the company has the independent intellectual property rights, significantly improved the competitiveness of products, the development of the domestic paper toys has occupied an important market. "According to MEDICINALIS, currently the company has made the more than 200 patents.
As MEDICINALIS said, intellectual property protection is the top toy companies need to address the problem. It is understood that, as the international toy market competition, on the one hand toys increasing technological content of products, while many animation works derived from the toys by children and even adults love, "Treasure," "Happy Sheep "" Wolf "and other classic style popular, piracy can be repeated along the path of healthy development of the toy industry has cast a shadow.
I then interviewed the cartoon "Goat and Big Big Wolf" Chupin Fang Creative Power of Guangdong Culture Communication Co., Ltd., the company’s head of Publicity Department Shaohao Wen said: "With the increased popularity of animation, the development of related derivatives nearly a thousand varieties, covering the basic necessities of life, etc., particularly in toys, stationery and book-based. "He emphasized that the market appears" Pleasant "series almost 80% of toy products are pirated, so each year suffered losses. Currently, the company is building a nationwide Lawyers Union, across the country to combat piracy. Shaohao Wen said that copyright protection is not an overnight thing, the need for a universal respect for knowledge and the great atmosphere of copyright, which requires time to nurture and verification.
Zhejiang Yiwu is one of the four major toy market, brings together tens of thousands of domestic and foreign toy manufacturers and buyers. But because companies lack the brand, the lack of independent intellectual property rights, resulting in Yiwu toy industry is big but not strong. Yiwu Toy Association Vice President, General Manager of Research and Development Centre obligation swim toys roots to celebrate the author describes: "In order to change this situation, Yiwu, Zhejiang University, Toy Industry Association and the Center for Industrial Innovation Industrial co-founded in 2009, Yiwu Toy Industry Research and Development Center, on some basic issues and professional aspects of the cooperation of both sides to start deep in the outcome of the transfer to take full transfer, compensation for the use, orientation and other flexible delivery methods to maximize the science and technology into productive forces. "Root said Yu Qing, Currently, through the relevant results of social promotion, not only effectively improve the quality of related products, the competitiveness of products has been greatly enhanced.
According to the China Social Survey Office recently released the findings of a Chinese toy industry, China’s toy consumption at an annual 30-40 percent growth rate, total consumption in 2010 the field of toys to more than 1,000 billion yuan. Huge market potential huge business opportunities, ability to develop to meet market demand, to meet the needs of different segments of the population is the toy company’s future products will be an important weight in the market game.
An industry analysis of the author, intelligent toy industry will become the new trend. High-tech smart toys can not only satisfy the curiosity of children, while the form of entertaining the children will also stimulate curiosity. The source pointed out that the toy companies may consider the future of electronics, communications and other advanced technology into ordinary toys, breaking the limitations of traditional toys to give toys "Listen," "said," the interactive features.
Yu Qing, according to the root, at present they are trying to speech recognition and synthesis technology into toys, for example, Yi Wu Qilin Toys Co., Ltd. by the development of "Pippi" doll, the dialogue will then hear a specific answer accordingly, and store a large number of stories, poetry, jokes and songs of children, is a collection of entertainment and education in one of the latest intelligent voice dolls. Currently, Sage Stationery Co., Ltd. Zhejiang speech recognition technology is the second development of this toy.
In addition, many toy companies are exploring the sound of photovoltaic technology will be widely used in traditional toys, the strengthening of the technological sense and interesting toys to extend the vitality of traditional toys. Yu Qing root that lies in the toy innovation, is the research and development, intelligence and marketing platform is established, only to have a complete independent intellectual property rights and their own sales channels in order to really master their destiny in their own hands.