INDUSTRY

随着原材料和劳动力价格上涨，在印度和其他发展中国家的生产者价格优势的原已不断削弱挤压。阿的认证费用，人民币升值和美国的各种市场需求持续疲软等因素，极大地考验中国的玩具企业。在头7个月，为4.18亿美元，比去年同期增长去年下降了22.4个百分点，中国的玩具出口。中国最大的生产和出口地区广东，出口二十九万一千点〇 〇 〇万美元，比去年同期增长去年下降了39个百分点，超过3600小型和中小型玩具企业退出出口市场，为去年同期的会计出口77.8姊的企业总数。有大量的公司面对已经熄灭，人们不得不思考：中国的最终玩具业怎么办？

创新-赢得了“王牌”发展

二十年，中国玩具制造业的“加工最”生产模式。据统计，中国的玩具出口到美国占美国进口总额的百分之76.5玩具代表美国百分之七十以上的市场份额，但其销售美国市场只有40％，占销售总额以下，我们收到商品的收益只有10％的零售价格，其余百分之九十是美国的玩具设计师，分销商和零售商。显然，这种“低”很难得太久微利时代，如果中国玩具业不应采取创新，发明和创新之路继续玩具品种，培育自己的品牌，将有更多的企业走向僵局而被淘汰。

初期，台湾的玩具业不得不在风中，一个强大的大陆产品的价格竞争当道，互联网游戏，台湾的玩具业的流行已受到极大的影响变得非常难以维持利润。当时，台湾的计算机，通信和电子产品有很强的优势，政府将大力支持创新企业的发展采取的优点优势，积极突破，终于在IC技术，智能玩具开发。添加新的功能，传统的玩具和玩偶，时尚，更具交互性的特点，走出困境，台湾玩具公司，因此开始的跨越式发展。

最近，广东奥林匹克文化传播有限公司飞行动画上市申请成功会，作为全国最大的玩具动漫企业，其业务模式的创新是其最大推力成功上市。打开图像，以便建立他们自己的动画，卡通玩具，刺激销售增长的“奥运飞式”盈利模式，创新仍然是在家里，而是在国际社会中已成功推行多年，并作为日本的几代人使用例如，在1963年推出的第一个卡通形象-铁臂阿童木至今已培养出的机动战士系列，奥特曼，从传统的玩具产品等卡通形象衍生的经典卡通形象的人数众多，已经售出了超过20年。 2007年万代约304.0亿人民币的销售总额中，只有机动战士，流浪者系列，龙珠，四个蒙面超人经典的收入贡献率已达到23.28图像％。

为一个企业的血液一样重要创新，只能继续增加新的血液才能生存。龙塑料（苏州）有限公司的聚氨酯玩具球，产品创新，在国内生产的增塑剂无塑料制品，其迪斯尼授权产品出口到欧洲和美国市场，徐州林木玩具有限公司健全的生产木制玩具使用天然蔬菜油成分的油漆，解决问题已经困扰了木制玩具产品含铅量过多等问题，浙江和信木制玩具组合有限公司电影“葫芦兄弟”例如建立一个卡通玩具，注入文化系列木制玩… …，我们很高兴地看到国内玩具行业的创新，但还远远不够，一些接近内存玩具热点新闻，艺术精美复杂的玩具，各种各样的功能独特的成人玩具，影视与动画结合网络玩具和高科技玩具等新技术的使用，可以成为一个研究和发展，继续深入的方向。我们需要更多的玩具钻井真正创新的人才，当然，所有必要的政府和企业首先要更多地关注。

道德棒-的“护身符”

二千○七年8月2日挑战14日，世界最大的美国公司和泰国的玩具制造商召回96.7万儿童玩具和1800.0万玩具产品，该事件是由于涂料中铅含量超过玩具，而对在中国佛山市利达玩具有限公司的名义工厂企业，公司已全面投产，该产品是国家质检总局禁止出口。国际玩具市场造成了中国制造“质量的怀疑”，甚至恐惧的事件，许多玩具工厂和企业已经关闭接近。

今年，国家也颁布了安全法规和技术标准，不仅越来越多的玩具安全和环保产品的国际焦点，玩具标识和环境警示标志，以保障玩具安全，已成为一项强制性的规定系列环保。目前，今天的欧洲和美国等国家和地区的需要：当潜在危险的儿童玩具，重要的是要加上“窒息的危险”，如年龄警告。作为2006年美国的这种呼吁开始用磁铁粘贴警告标记的玩具制造商开始在德国磁铁玩具将在2008年生效标签法还规定：没有拒绝接受附加警告标签磁铁玩具。环境标志是，上述国家和地区，并在玩具包装印刷声明产品符合一定的标准，标识符合要求，最典型的就是进入欧盟市场的“通行证”CE标志。
世界各地几乎“苛刻玩具产品”的要求，更对企业评估的道德责任，在生活中做业务，道德是“城市的党”介绍。关于美德与中国道德，在利益面对的玩具企业还必须坚持住“底线”。该玩具的主要原辅材料，严格的生产登记的主要原辅材料的生产安全项目检测，对设计的第一件，该项目的产品安全测试的第一件产品实施严格的审查;严格执行按照与生产企业或进口国的技术法规和标准组织生产等，每个固体，诚信可以不败的第一步，德国可以云天化产业。

文化枝-一个创新性源

在21成功的北京奥运会第九届会议宣告结束，并在数天前，世界上最大的乐高玩具公司也通过奥运会发起了一项新风积木- -建模各种体育比赛。 4500香港分行的工作人员在30万砖慎用堆积，如鸟巢和水立方的建设，以及不以任何方式不如真正的建设。作为东道国的中国坐落在玩具行业，没有机会利用奥运会用好，使之成为对手创造利润的工具，以提高影响力说，这是一个遗憾。

同样的事情发生在上个世纪八十年代，美国95集动画片“变形金刚”和中文“三个和尚”，“庐陵”等经典在这两个国家动画电视台播放交换然而，中国的动画，一系列的碎片，而不是规模，缺乏市场营销和包装，在美国没有引起丝毫的海浪，以及美国“免费赠送的动画片”是在中国引发了变形金刚玩具的销售狂潮。 2005年5月，大陆宣布将让台湾一对大熊猫，新闻媒介从匹配的名称的选择之前和之后，在台湾也掀起了“熊猫热很长一段时间的报告，大熊猫。”不幸的是，大陆似乎玩具公司并没有意识到这个机会。据悉，2005年10月之前和之后，无论在大陆或在台湾，人们无力购买心爱的玩具熊猫布。

错失了许多好机会，不仅是利润的损失，也包括文化。此前大量的中华文化的融合，好莱坞的电影“功夫熊猫”的电影，也使人们坚持文化的讨论。中国的几千年文化，广大深，我们需要做的就是把它小心，发扬传统，继续。今天的玩具不只是儿童的专利，也是成人放松身心，休闲和娱乐的需求，玩具，不仅是一种工具的角色，它是人们交流，沟通，学习媒体，同时它是一种社会时尚和文化形式，我们是一个正常的生活，同样，对玩具的含义更广泛的不同，其肩“的传统文化大棒”，更是责任的重视。

英国“金融时报”引述了印度玩具商拉杰什阿罗拉的话说：“现在，如果你是一个中国玩具的手中，那么这意味着你可以买不起更好的。”它诚然，美国玩具业有很多不足，但作为世界上最大的玩具生产基地的形象在国际玩具业的地位不会轻易动摇。能够提高目前的做法对国内玩具行业可能有一个“创新”很多，“大棒”可能是最基本的二冲程，到后面一个可以攻击人能守，中国的玩具业遇到太多的困难，但总体知道如何自我提高，不断完善。期待，但也认为，中国的玩具业一定能打赢这场通过冬天，迎来春天寒冷的战斗。

Innovation and stick to the Chinese offensive and defensive rules of the toy industry

With the raw materials and labor prices rose, the original price advantage in India and other new producers in developing countries have been continually weakened extrusion. A variety of certification costs, RMB appreciation and the United States continued weak market demand and other factors have greatly test of China’s toy enterprise. In the first seven months, China’s toy exports of 4.18 billion U.S. dollars, an increase over the same period last year dropped 22.4 percentage points. China’s biggest production and export areas of Guangdong, exported 2.91 billion U.S. dollars, an increase over the same period last year dropped 39 percentage points, more than 3600 small and medium-sized toy companies exit the export market, accounting for the same period last year exported 77.8 percent of the total number of enterprises. Faced with a large number of companies are out, people had to think about: China’s toy industry in the end how to do?

innovation - the development of winning the “trump card”

twenty years, China’s toy manufacturing industry most of the “processing” mode of production. According to statistics, China’s toy export to the United States accounted for the total American imports of toys 76.5 percent, representing the United States market share above 70 percent, but its sales are the United States market accounted for only 40% of total sales the following, and we received proceeds of merchandise retail price of only 10%, while the remaining 90 percent are American toy designers, distributors and retailers. Obviously, such “low-profit era of” It’s hard to last long, if the Chinese toy industry should not take the road of innovation, invention and innovation continue to toy varieties, cultivating its own brand name, there will be more enterprises move toward an impasse, were eliminated.

the early years, Taiwan’s toy industry has had sway in the wind, a strong continent Product price competition, and the prevalence of Internet Games, Taiwan’s toy industry are subjected to tremendous impact becomes very difficult to maintain profits. At that time, Taiwan’s computer, communications and electronics products have a strong advantage, the Government will strongly support the development of innovative enterprises to take advantage of the advantages, and actively break through, and finally developed into the IC technology, intelligent toys. Add new features traditional toys and dolls, fashion and more interactive features, Taiwan toy companies out of its predicament and therefore started the development by leaps and bounds.

Recently, the Guangdong Olympic Culture Co., Ltd. Flying Anime IPO application is successful it will, as the nation’s largest toy animation enterprises, their business model innovation is the successful listing of its biggest thrust. Open the image in order to create their own animation, cartoon toys stimulate sales growth “Olympic fly-style” profit model, innovation is still at home, but in the international community has already been successfully used for many years and generations in Japan as an example, launched in 1963 from The first cartoon image -铁臂阿童木so far has been to cultivate a large number of classic cartoon image of Mobile Suit Gundam series, Ultraman, etc. derived from the classic cartoon image of the toy products, has sold more than 20 years. Bandai in 2007 about 30.4 billion yuan of total sales, only the Mobile Suit Gundam, Rangers series, Dragon Ball, the four classic Superman masked image of the contribution rate on income has reached 23.28%.

innovation for the importance of an enterprise like the blood, can only continue to add new blood to survive. Long plastic (Suzhou) Co., Ltd production of polyurethane toy ball, innovation in the domestic production of plasticizer-free plastic products, its Disney licensed products are exported to Europe and the United States market; Xuzhou Lin Wood Toy Co., Ltd. sound production wood toys use of natural vegetable oil component of the paint, to solve the problem has been plaguing the lead content of toys wooden products such issues as excessive; Zhejiang and letter combination of wooden toys Co., Ltd. Film “gourd brothers” such as to create a series of cartoon toys, wooden play for the injected Culture … …, we are delighted to see innovation in the domestic toy industry, but far from enough, some closer to the hot news of Memory toys, exquisitely sophisticated art of toys, a variety of features unique adult toys, combined with the Animation Television Network toys and use of new technologies of high-tech toys and so on, could become a research and development to continue in-depth direction. We need more drilling in the toys truly innovative talent, of course, first of all necessary government and enterprises pay more attention to.

moral stick - the challenge of “talisman”

2007 years 8 on 2 and on the 14th, the world’s largest toy manufacturers in the United States and Thailand company has recalled 967,000 children’s toys and 18 million toy products, and the incident is due to paint used in toys over lead content, while the enterprise on behalf of the factory in China Foshan Lida Toy Co., Ltd. has full production, the product was to ban the export of AQSIQ. Events caused by the international toy market for “Made in China” quality of suspicion and even fear, many toy factories and enterprises have been closed down close.

This year, the countries also have issued a series of safety regulations and technical standards, not only the growing international focus on toy safety and environmental protection products, toys logo and environmental warning signs to protect the safety of toys has become a mandatory requirement of environmental protection . At present day Europe and the United States and other countries and regions are required: When the toys for children of potential hazards, it is important to add “the danger of suffocation,” such as age warning. Such as the United States in 2006 began to call manufacturers in the toys with magnets paste warning markings came into effect in 2008 in Germany magnet toy labeling law also provides that: did not refuse to accept a warning tag attached magnet toys. Environmental label, the above-mentioned countries and regions, also called for in the toy packaging printing statement product complies with a certain standard of marking, the most typical is to enter the EU market “pass” CE mark.
toy products around the world almost “harsh” requirements are more moral responsibility for enterprise assessment, to do business as in life, morality is the introduction of “city” of the party. About virtue and morality in China, toy enterprise in the face of benefits must also adhere to live “bottom line.” Strict production of the toy’s main raw and auxiliary materials to register on the production of key raw and auxiliary materials Detect security projects; Strict Product review of the first pieces of the design, implementation of the first pieces of the project product safety testing; Strict implementation of manufacturing enterprises in accordance with the importing country or technical regulations and standards to organize production and so on, each step of solid, good faith can be undefeated, and Germany can Yuntianhua industry.

Cultural stick - a source of innovation characteristics

the success of the twenty-ninth session of the Beijing Olympic Games came to an end, and a few days ago the world’s largest Lego toy companies also wind through the Olympic Games launched a new building blocks — - modeling a variety of sports competition. 4500 Hong Kong branch of its staff in the use of 300,000 bricks carefully piled up, such as Bird’s Nest and Water Cube building, well that does not in any way inferior to the real building. As the host country of China is located in the toy industry there is no opportunity to make good use of the Olympic Games, making it a rival to create a profit tool to enhance the influence of say that it is a regret.

the same thing happened in the eighties of the last century, the United States 95-episode animated film “Transformers” and Chinese “three monks,” “Lu-ling” and other classic animated television stations in the two countries have exchanged playback, however, China’s animation, as the fragmentation series, not the size, lack of marketing and packaging, not in the United States caused the slightest bit of waves, and the United States “free gift” of the animation is in China triggered a Transformers toy sales frenzy. May 2005, the mainland announced that it would give Taiwan a pair of giant pandas, the media giant pandas from the choice of matching the name, before and after the reports for a very long time in Taiwan also set off a “hot panda.” Unfortunately it seems that the mainland toy companies do not realize this opportunity. It is said that in October 2005 before and after, whether it is in the mainland or in Taiwan, people are unable to buy cloth favorite toy panda.

missed many good opportunities, not only the loss of profits, but also cultural. Earlier substantial convergence of Chinese culture, Hollywood movie “Kung Fu Panda” the film, have caused people to adhere to cultural discussions. China for thousands of culture, the vast deep, and we have to do is put it carefully and carry forward the tradition continue. Today’s toy is not just children’s patents, it is also for adults to relax physically and mentally, leisure and entertainment needs; toys is not just a tool to play, it is people communicate, communication, study the media, at the same time it is a social fashion and cultural forms, We are a normal life, and similarly, the meaning of toys more widely divergent, and its shoulder “cultural stick with tradition” and more emphasis on the responsibility.

British “Financial Times” has been quoted in an Indian toy manufacturers to Rajesh Arora as saying: “Now, if you are the hands of the one-China toys, then it means that you can not afford to buy better. “It is true that U.S. toy industry has a lot are less than, but as the world’s largest toy production base, its profile in the international toy industry’s position will not easily shake. Be able to boost the current approach to domestic toy industry may have a lot of “innovation” and “stick” may be the most basic two-stroke, one into the back one can attack could Shou, China’s toy industry experienced too many difficulties, but the overall know how to self-improvement, and constantly improve. Look forward to, but also believe that China’s toy industry will certainly be able to win this battle through the cold of winter and usher in the spring. (08-9-23)

Tags: china, industry, toy, toys