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玩具北京，最有吸引力的，或从不同的卡通式的玩具产生最多。产值为100亿美元，但这样做在国内国外的OEM玩具七成，一直在思考如何转身。通过变压器玩具，芭比娃娃等一系列主题，并与玩具收藏热在文化产业的一系列路线，它正是为了“拯救”中国玩具提供了最佳机会。

“乐天酷”玩具西安链管理人员在“武汉光谷卡通玩具，游戏日”，对这些意见的表达。他认为，左摇右摆的发展方向和市场策略已经取得了玩具是硬伤。

然而，10月1日，在武汉“光谷动漫游戏玩具节”，对漫画区最重要的主题，该行为的玩具销售额为主题的游戏，显示了中国玩具已重新明确的方向。

随后，江苏，广东庞大的玩具业也表示了文化产业，对玩具的意图发展这个主题。扬州甚至连玩具生产基地已通过“婚姻”在常州市最活跃的动画产业已上，发展为主题的玩具，找到一个比较现实的道路。扬州玩具将在未来的产业模式，从销售订单为“文化市场转”，“体验营销”，即第一个卡通销售和销售的故事卖文化，再卖产品。

5个月前，扬州的“笛莎娃娃”，而且还投资近3.00亿元，在动画制作，“狄沙娃娃”，其刃莎娃娃品牌销售。这是说，作为作为消费品的玩具产品的精神解释此举的品牌，消费者较为关心的文化价值有关。相比之下，国内玩具企业最擅长的生产，但销售的商业技能缺乏，文化产业联系不够紧密。

这已成为业界的共识。 “目前，国内玩具制造商开始认识到，玩具创造文化产业形象，必须要与传统的制造业。因此，许多公司会看到关于新出现的国产动画产业。”行业资深的对记者说。在他看来，中国制造的玩具销售的问题与文化产业合作的许多问题，还需要找到一个更明确的答案。

销售“产品”，使“致命”

选择为主题的中国制造的玩具，因为玩具生产过渡，尽管中国是世界上最大的玩具制造商，出口商，据官方数据，中国的玩具出口占世界的75％，但中国制造的玩具，使数字背后的自豪，但也隐藏的另一种现实，只能依靠中国制造的玩具出口量和出口的OEM。 “而国内玩具市场消费急剧增加的背景相比，品牌缺乏支持，对企业代表国内玩具制造商，主要是加工和跨国巨头的工资为基础，许多玩具是在以OEM的形式进入国际市场。这个中国制造的玩具也决定了一种新的方式来扭转这一被动局面必须通过。“

产业不仅是必要的转型，各种贸易壁垒制造的玩具，也不得不寻求新的发展。由七月一日起，欧盟RoHS指令，其中包含了汽车的核心玩具进入欧盟市场，成本至少增加约10％％。此外，近年来，中国制造的玩具，人民币不断升值打击各种非关税贸易壁垒和外来的挑战。

在同时，国内的OEM玩具公司的过程还发现，传统制造业和文化产业也需要进行连接。 “处理最玩具，正是外国动画片的特色。”广东动画设计师玩具研发中心，说吕翔意大利。和玩具，为动漫产业也是一个重要的利润增长点。

为他的话。李达也是在北京玩具收藏家，其收藏的玩具了两年，花费了近万元。他告诉记者，玩具收集是不容易把它购买前一看，背后的东西和探索玩具，是收藏的乐趣所在。在玩具的眼睛“游戏，玩具不只是儿童游乐的东西，它的设计者，生产企业能够影响国家和收藏价值，在许多玩具载数字背后的具体手段文化，这些更重要的球员谈论的资金，而且真正的价值征收的玩具。“

与实际结果所带来的玩具主题促使更多的中国制造的玩具是他们过渡的一个重要原因。最近，显示动画“变形金刚”为主题的玩具，从中国收入500.0亿元，由社会科学研究中心，文化和社会科学文献出版社中国科学院联合发布了2007年“文化蓝皮书”。该报告指出，外国文化产业是对消费者的消费选择玩具不知情。

“美国，韩国和日本都证明，文化产业，电影及动画制作业的发展的发展本身并不是有一个最大的利润点，从产品销售卡通形象所得，真正的利润中心“。吕翔拟引进，”一，玩具衍生工具是一个重要的因素。“

推销”产品“为卖”主题“
出售”产品“出售”的主题，不断变化的国内玩具的商业模式“
会被确定为“首次销售和销售动画故事，卖文化，再销售产品，销售经验。”

“只要可以播放动画，动画可以将儿童形象，玩具市场上的主题不是一个问题！”常州王斌玩具厂的销售经理非常有信心。 “

消费者如果侯先生还确认，在北京积水潭肯德基分店这种观点。10月18日，正在接受新的玩具礼品玩具加菲猫肯德基收藏家侯先生说，对玩具的全套记者说，自己经常买肯德基或麦当劳为指定的进程。“两人是否将讲述一个梦，会唱歌，跳舞的哈姆太郎服装国探听，我所有的收藏对象。对这些玩具的主题，特色鲜明，有一个可爱的形状和精美的特殊意义，它是值得收藏。 “

不过，较缺乏文化背景的中国产玩具已经死亡。

前几天，记者在刚刚结束的北京怀旧玩具看到，参展商来自中国玩具的传统手工土色土香面具，泥人，以及九个链，华融悠久的历史，从女孩最喜欢的玩具，毛绒熊，喜欢金属的手枪，金属架，金属汽车的男孩，从小型塑料士兵，巨大的飞机模型… …然而，在展出的玩具，最有吸引力，或从不同的卡通型玩具，如变压器，派生人数最多，数字特种部队，龙珠人两重性，“太空堡垒”中的VF - 1战斗机，如变形。而这些往往是著名的玩具品牌，国外。

“要提高中高档的玩具，有必要对接和文化产业，并从外到内的。 “在专家看来，”市场的销售空间的大小是早期文化作品的影响力的关键。只有已经逮捕了动画作品，已故的玩具主题之前，期待着一个更大的市场。 “

事实上，我国的主题制造的玩具是玩具改造。最近，在常州发射基地动画，彩虹猫，蓝猫卡通形象，对筹备工作彩虹猫，蓝发展的开始猫玩具设计师在看。“是要令香港猫，蓝猫和消费者直接对话，建立一个玩具的文化。”

See signs of Chinese-made toys in transition

Toys Beijing, the largest number of the most attractive, or derived from a variety of cartoon-type toys. Output value of 100 billion U.S. dollars, but to do七成in the domestic foreign OEM toys, have been pondering how to turn around. By Transformers toys, Barbie dolls, such as a series of themes and cultural industries in line with the hot toy collection, it is precisely for the “save” China offers the best opportunity for toys.

“Lotte Coldplay” toys Xian chain executives are in the “Optics Valley of Wuhan cartoon toys Game Day” on the expression of these views. In his view, swaying the direction of development and market strategy has been made toys are硬伤.

However, the October 1, in Wuhan, “Optical Valley Anime Toys Games Festival”, the most important theme of the cartoon district, Games with the theme of the toy sales act, shows that the Chinese toys have been re-clear direction.

Subsequently, a huge toy industry in Jiangsu and Guangdong, were also expressed with the cultural industries, the development of the theme of the toy’s intention. Yangzhou even toys manufacturing base has been through “marriage” the most active animation industry in Changzhou, the development of the theme of toys to find a more realistic path. Yangzhou toys will be on future models for industry, from sales orders turn as a “cultural marketing” and “experiential marketing”, that is, the first cartoon to sell and sell the story to sell culture, and then sell Products.

and five months ago, Yangzhou’s “Flute Lufthansa Doll”, but also to invest nearly 300 million yuan, the production of animation, “Di Sha doll”, with its flute-sha brand doll sales. It is said that the brand on the move interpreted as the spirit of the toy products as consumer goods, consumers are more concerned about the cultural value. By comparison, domestic toy companies most adept at production, but the lack of sale of commercial skills, and cultural industries are not sufficiently linked to a close.

This has become the consensus of the industry. “At present, domestic toy manufacturers are beginning to realize, toys create the image of the cultural industry must be connected with the traditional manufacturing industries. Therefore, many companies will look on the emerging domestic animation industry.” Industry, a senior on the told reporters. In his view, the problems of Chinese-made toys sold many problems, in cooperation with the cultural industries also need to find a more clear answer.

sell “products” to give the “fatal”

choose to the theme of Chinese-made toys toys because the production of transition, despite the fact that China is the world’s largest toy manufacturers, exporters, according to official data, China’s toy exports accounted for 75% of the world, but China-made toys so proud behind the numbers, but also hidden another level of reality that can only rely on exports of Chinese-made toys, and exports are OEM. “And the domestic toy market consumption increased dramatically compared to the background, the lack of brand support, domestic toy manufacturers on behalf of the business is largely processing and for the transnational giants wage-based, many toys are in the form of OEM to enter the international market. This Chinese-made toys also determines the required adoption of a new way to reverse this passive situation. “

industries are not only necessary transformation, all kinds of trade barriers made toys have also forced to seek new development. From July 1 onwards, EU RoHS Directive, which contains the motor core toy to enter the EU market, the cost to increase by at least about 10%%. In addition, the Chinese-made toys in recent years, the increasing appreciation of the yuan hit a variety of non-tariff barriers and foreign challenges.

At the same time, the process of OEM domestic toy companies also found that the traditional manufacturing industries and cultural industries are also required to connect. “Processing the most toys, is precisely the character of foreign cartoons.” Guangdong animation designer toy R & D Center, said Xiang Lü Italy. And toys, for the animation industry is also an important growth point of profit.

as his words. Tatsu Lee is also a toy collector in Beijing, and its collection of toys for two years, spent nearly million. He told reporters that the toy collection is not easy to put it a look before buying, and explore toys behind things, is the collection of the fun lies. “In the eyes of toys gamers, the toy has not just a children’s play things, and its designers, production companies are able to affect the country and its value to the collection, many of the toy figures are contained behind the culture of particular means, these more major players are talking about funding, but also the real value to the collection of toys. “

and the theme of toys brought by the actual results prompted a more China-made toys are an important reason for their transition. Recently, by the Chinese Academy of Social Sciences Research Center of Culture and Social Science Documentation Publishing House jointly issued the 2007 “Culture Blue Book” shows that an animated “Transformers” theme of toys, from China earned 50 billion yuan. The report pointed out that foreign cultural industries are unknowingly about the consumer’s choice of toy consumption.

“The United States, South Korea and Japan have proved that the development of cultural industries, film and animation production industry development is not in itself have a point of maximum profits, derived from the cartoon image of the product sales, real profits Center. “Xiang Lü intended to introduce,” One, toys derivatives are an important element. “

sell” products “as sold” theme “

from selling” products “to sell “theme” of the changing domestic toy business model will be identified as the “first sale animation and sell stories, selling culture, re-selling products, selling experience.”

“as long as the animation can be broadcast, animation can move the image of children, the theme of toys on the market is not a problem!” toy factory Changzhou Wangbin very confident sales manager. “

Consumers if Mr. Hou also validated this view. October 18, in Beijing Jishuitan KFC stores, are receiving new toys kfc toys gifts Garfield collectors Mr. Hou told reporters that their own often for the full set of toys to buy KFC or McDonald’s are the designated course. “Whether the duo will speak to A dream, will sing and dance the哈姆太郎, wearing apparel States snoop, all my collection of objects . These distinct features of the theme of toys, has a lovely shape and exquisite special significance, it is worthy of collection. “

However, compared with the lack of cultural backgrounds are Chinese-made toys have been fatal.

A few days ago, journalists in the just-concluded Beijing nostalgia Toys see, exhibitors toys土色soil from China’s traditional hand-smelling mask, clay figurine, and a long history of the nine chain, Huarong; from girls favorite doll, plush bear, to the boys like metal pistols, metal aircraft, metal car; from small plastic soldiers, to the enormous airplane model … … However, in the toys on display, the largest number of the most attractive, or derived from a variety of cartoon-type toys, such as transformers, special forces figures, Dragon Ball people Duality, “Robotech” in VF-1 fighter aircraft, such as deformation. and these are often well-known brands of toys abroad.

“want to raise the grade of Chinese-made toys, it is necessary to docking and cultural industries, and are from outside to inside. “In the expert view, the” market space the size of sales is the key cultural works of early influence. Only have arrested animation works, the late theme of toys before they are looking forward to a bigger market. “

In fact, the theme of Chinese-made toys are the toys transformation. Recently, the animation in the launch base in Changzhou, the rainbow cats, Blue Cat cartoon image, the beginning of preparations for the development of rainbow cats, Blue Cat toys. In looking at the designers, “is to make Hong cats, Blue Cat and consumer dialogue, create a toy culture.” (07-10-23)

Tags: cultural, made, toy, toys