The transparency of China's wooden toy market will increase and there will be big changes
The history of wooden toys can be traced back to a long time ago, and there are traces that as early as the Song and Yuan dynasties, folk carpenters have mastered the skill of woodwork and can be made into daily necessities or toys. For example, when carpenter masters make furniture and agricultural tools for household heads to produce daily necessities, they also need to add a few pieces of wooden toys for children, such as baby strollers, Luban locks, tangrams, wooden gyros, etc. As a result, people began to make wooden toys with relatively primitive and relatively simple craftsmanship. Since its development to modern times, wooden toys have been favored by parents and children because of its environmental protection, puzzle and playability. Especially abroad, wooden toys are not only popular with consumers, but also strongly advocated by the government. As introduced by an exporter, the general consumer's choice of toys in Belgium is mainly influenced by advertising media, focusing on popularity and quality. The Belgian government will advertise and recommend that parents choose wooden toys when buying toys for their children. In China, wooden toys are mainly produced in Yunhe, Huangyan, Taishun, Zhejiang, Wangji Town, Siyang County, Jiangsu, and Beijing, Shandong, Guangdong, and Fujian. Take the "Chinese wooden toy city" Yunhe, Zhejiang as an example, it is a microcosm of the development of China's wooden toy industry. The export-oriented Chinese wooden toy industry has actively promoted craftsmanship and brand building in recent years, striving to transform from "OEM" to "independent innovation". The introduction of new technologies, new machines, and new equipment will accelerate the upgrading of the industrial structure. Secondly, enhance the fun, education, practicality and collectability of wooden toys, and increase the added value of products. In addition, we constantly pursue stability and safety in product quality. According to industry sources, the market share of wooden toys accounts for about 6% of all toy categories. The market value in 2010 was about 6 billion yuan, and the overall scale was relatively small. However, as Chinese people ’s awareness of environmental protection and safety has increased, wooden toys have a lot of Strong development potential. Wooden toys can be regarded as a toy category with hundreds of years of history, enduring and increasingly valued. From the initial small playful custom-made play, to the modern family workshop and the development of modern scale production, wooden toys have experienced the road from original production, OEM production to the creation of independent brands. However, from the overall view of the current domestic toy market, wooden toys account for about 6% of the market share, which has not become a big climate, and the market share is divided by a few well-known high-end brands. The small market share and lack of brands are a "danger" for the industry's long-term and healthy development; but from another perspective, this is also the "business opportunity" of the enterprise. On the eve of the surging foreign brands, how to find positioning and expand channels for domestic wooden play brands to turn "crisis" into "opportunity" is worth pondering for wooden toy companies. There are not many brands in the domestic market. However, compared with the vast market space of the "money" scene, the reporters of "Chinese and Foreign Toys Manufacturing" saw a handful of wooden toy brands in terminal channels such as shopping malls and supermarkets. Acer, Chi Cube, Cola Race, Ningbo Yiren, Danny, Family Joy, Silian, Tianbang Tongxin, etc., or some of the "export to domestic" low-end products that do not even have a Chinese logo. Compared with other plastic and electronic electric toys, the pace of wooden toys entering the domestic market is slightly slower. It is understood that in the "Wooden Toy City" Yunhe, there are hundreds of enterprises, but not many have really entered the domestic market. Some have registered trademarks, but are still wandering outside the door of "domestic sales". Of course, the launch of the domestic market is not a brain investment. It also requires manufacturers to do preliminary research, accurate analysis, formation of professional teams and fine resource layout. Zhejiang Aoguang Group Co., Ltd., which specializes in the production of wooden toys, started to develop the domestic market late, and launched the early education educational toy "Chi Cube" brand in 2010 in the domestic market for the growth needs of infants aged 0-6 years old, but Development is enough to describe "a thousand miles a day". According to Huang Kongxi, the sales manager of Aoguang, Zhicube currently mainly sells through the online channel b2c mall, and adopts the commercial agency model offline. After more than a year of development, the official flagship store of Zhicube is currently ranked in the top 5 in the toy category of Taobao Mall. In October 2011, it was selected as the Taobao brand (the only original brand in the toy industry in 2011) by Taobao.com, sales Maintain substantial growth. Distributor households compete for domestic cakes In addition to product quality and creativity, Aoguang's rapid development, the lack of wooden toy brands in the domestic market is also one of the important reasons. The reporter learned from some distributors that most of the wooden toy brands currently sold in China are also the above brands occupying the market, and the positioning is also high-end products. Many toy distributors are eager to build their own wooden toy brand. As a pioneer, Zhejiang Danni Baby Products Co., Ltd., which transformed from a wooden toy dealer to a manufacturer as early as 2004, the general manager of the company, Cui Bing, initially aimed at the mid-end market of wooden toys, 2007 The launch of the independent brand "Danny Strange" in the year caused no small response, with sales reaching 30 million yuan. Shandong Tianbang Tongxin Company's products also use "nano" technology as a selling point, emphasizing the environmental protection and safety of toys. Wang Liucheng, general manager of Yiwu Ruoyu Toys Co., Ltd., said that the wooden toy products they are currently selling are also self-owned brands produced through OEM processing by Yunhe Enterprise. They are guaranteed in process quality and function, and the sales are not bad. For consumers, quality, price and function are always the focus of their attention. Bai Yunfei, Chairman of Jiangsu Feiyuan Weiqing Technology Development Co., Ltd. also intends to create his own brand of wooden toys. Moreover, according to his visit, the current low-end and middle-end wooden products in the supermarket system are in short supply. If you can develop wooden toys that can be sold in supermarket channels, it will be a highlight and worth looking forward to. In addition, Guangzhou Sixiren Toys Co., Ltd., a large wooden toy sales company, invested 100 million yuan to build a wooden toy production base in Cangxi County, Guangyuan City, Sichuan Province. According to the reporter, the project has a total investment of 300 million Hong Kong dollars and will be constructed in two phases. The first phase covers an area of ​​about 47 acres and builds an integrated production line for education, educational wooden toys and children's home furnishing; the second phase builds a 1,000-mu raw material forest base and supporting facilities. After the project is completed and put into production, the annual output value can reach 200 million Hong Kong dollars, and exports exceed 100 million Hong Kong dollars. The project started construction in the middle and late 2011, and was completed and put into production at the end of 2012. According to an industry source, compared with other types of toys, the foundry of wooden toys is relatively low due to the low quantitative requirements, so the cost of building an independent brand is relatively low. In addition, the strength of the manufacturers in terms of quality is not far apart. Therefore, it is not difficult for distributors to develop their own brands. The key is the product quality and the promotion of the brand. Big foreign brands rush to seize the market On this side, domestic distributors are competing for the domestic market; on that side, internationally renowned wooden play brands have also surged in recent years. Brands such as Haba of Germany, Sevi of Italy, Goula of Spain, and Colorific of Australia have entered the Chinese market through channels such as exhibitions and Chinese agents. The reporter met Kokovit, the sales and marketing director of Thai plan toys at the 2010 Hong Kong Toy Fair. He was fluent in Chinese and laughed that this was a prerequisite for exploring the huge potential of the Chinese mainland market. Worldwide, there are well-known wooden toy brands such as john crane in the UK, haba in Germany, brio in Sweden, pintoy and plan toys in Thailand. These big names all use “environmental protection, safety, and intelligence†as the selling point, taking the famous brand plan toys from Thailand as an example. They were born in 1981. Rubber wood is made into toys, and the color choice is based on natural colors, such as red extracted from the shell of the fruit, green extracted from the legume, purple extracted from the olive vegetable ... These non-toxic and harmless natural colors are better than Paint and other chemical dyes should be safe. The German Haba emphasizes that the raw materials are all natural beech and maple, and the water-based ecological solvent-free paint is used for multi-layer coloring, which is non-toxic and harmless, and can allow children to put it in the mouth. According to Xie Weifeng, Secretary General of Yunhe County Toy Industry Association, although China is a big country in the manufacture of wooden toys, the entire wooden toy industry has not yet formed a unified production standard. In order to ensure the safety of toys, Yunhe County Toy Industry Association has done a lot of basic work, and has formed a preliminary draft of the standard together with Zhejiang Safety Production Research Institute. At present, this standard has been repeatedly solicited opinions and amendments, and has passed the provincial expert demonstration in November 2011, and has been approved by the Zhejiang Quality and Technical Supervision Bureau. The first local standard in the wooden toy industry is expected to be released soon, forming a unified safety production standard. Guangzhou Fangcun Minzheng Hengxin Trade Management Department exclusively operates a toy store in the Guangzhou Book Purchase Center, and there are many foreigners who come here to buy. He Liang, general manager of the company, said that compared with foreign consumers who pay more attention to the environmental protection and safety of wooden toy materials and wood, domestic consumers pay more attention to the functionality of wooden toys. With the continuous improvement of consumer requirements, many of them will return to the material and safety of the product itself. He Liang said that in the current market, in fact, the functions of many products are similar, but consumers are currently most concerned about the quality of the product, whether it meets the safety standards, whether the corners are smooth and harmless. In addition, the appearance of the product is beautifully packaged and generous, which can also arouse consumers' buying interest. Combining animation breakthrough price piracy competition While the domestic wooden toy market has considerable room for brand development, it is also full of disordered competition such as piracy, imitation, and malicious price reduction. Aoguang Huangkongxi introduced that with the continuous improvement and standardization of the domestic market, and the increasing inclination of national policies on "creative industries" such as toys, animation, and early education, domestic toy products will enter an unprecedented golden period. Wooden toys At present, it only occupies about 6% of China's toy industry, but the market demand is close to 30%. The market can be explored very broadly, and the growth potential is huge. From the beginning of the creation of the Zhicube brand, we have relentlessly taken the road of brand originality. Aoguang Group has 22 years of production experience and has always insisted on original design. It has a domestic leading design team and 5 national senior toy designers. Although this road is difficult, they believe that only by adhering to originality and branding will the road become wider and wider. In order to get rid of the problem of vicious price competition and piracy, many production companies coincided with the animation industry. As a "Zhejiang Cultural Industry Demonstration Base" and "Cultural Construction Demonstration Point", Yunhe County, Zhejiang has cooperated with CCTV Children's Channel, Hangzhou National Animation Industry Base and Shanghai Fine Arts Film Studio, etc. Develop wooden derivative toys for animation works such as "Hulu Brothers", "Romance of the Three Kingdoms", "Ma Lanhua", etc. Aoguang Group obtained the exclusive license agreement of the wooden toys in China for the cartoon characters of "SpongeBob", "Dora Adventure" and "Happy Sheep and Big Big Wolf" in 2011, and the animation authorized products were successively listed and sold in December of the same year. In addition to fighting for the authorized production of well-known cartoon images, Zhejiang Muwan Family Toys Co., Ltd. established Hangzhou Dingge Cultural Creative Co., Ltd. in Hangzhou to organize the shooting of cartoons with toy puppets, such as the 52-puppet cartoon "Lu Xiaoban and his "Little Partner" was successfully included in the Zhejiang Cultural Excellence Project. In addition, the latest "Invincible Town" and "Nut Wars" cartoons have achieved good results. Among them, "Nut Wars" won the "Top Ten Works of the First New Media Festival Micro Video Competition" in the Fourth New Media Festival in 2011. . Promote products through cartoons to enhance market competitiveness. Combining with animation is to use strength to use the words of Danny Cui Bing: "This not only increases the cost of piracy, but also leaves the competition; it can also use the influence of the well-known animation image to further enhance the company's visibility. Increase the highlights of traditional toys glow new machine In addition to the combination of everyone's rush and animation, there are also manufacturers who intend to add new highlights to the product itself and increase added value. At the 23rd Guangzhou Toys and Models Exhibition in 2011, a toy that can make wooden dinosaurs change from stationary to walking through sound control and light control shined, which attracted many visitors to the exhibition. This wooden electronic dinosaur launched by Suzhou Ruozhou Technology Co., Ltd. has both electric functions and can also be assembled by itself, filling the dinosaurs with unique colors, which is very novel and interesting. For a period of time after the exhibition, the "Wholesale Offers" column of "Chinese and Foreign Toy Manufacturing" showed that this wooden dinosaur was on the hot list. The Australian brand colorific launched by Ningbo Hengxing Toys Co., Ltd.'s assembly series includes robots, sports, dinosaurs, life production, etc. In addition to training hands-on ability, it can also be independently colored on toys to increase playability. Focus on products, add new functions and new highlights, so that traditional wooden toys also have a new role. Plush toys are a matter of great concern to everyone. China Plush Toys Trading Network is an e-commerce platform for plush toys under China Net Library, which gathers all enterprises in the upstream and downstream of the country for genuine purchases and genuine wholesales. Provide consumers with a professional plush toy trading platform and information, with rich plush toy resources. Fundamentally, the quality of plush toys can be guaranteed. So if you want to pay more attention to the news of plush toys, please come here! 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