Build Own Toy Brand Is Top Priority For China Toy Industry

With more and more international toys brand enterprises migrated their production base to China

, toys manufacturing enterprises in China got high production orders and exports sales with low processing profits. Since the 1990s in last century, China's toy manufacturing industry has developed rapidly to become the largest toy manufacturing country all over the world. According to statistics, 70 percent of toys all over the world are made in China. However, Compared with the international toy giants, most of toy enterprises in China take the conventional processing equipment so that the manufacture level is in the middle and even low phase. At the same time, the design capacity is weak, which result in the low value-added products. Still up to now, most toys made by toy manufacturing enterprise in China are still the stuffed animals, educational toys, electric toys and plastic toys, just like the toys products made in several years ago. The number of toys designed and manufactured by China toys enterprises independently is limited.

In todays toys market, the competition in the international toy industry is becoming increasingly fierce, market share of traditional toys has been declining and high-tech toys have attracted more and more peoples attention and interests. All the toys in shopping centers are changed fast and every year more than tens of thousands or even hundreds of thousands new toys products appear in toy market. At the same time, the price of international crude oil is too high and the cost of plastic raw material continue to rise, which finally result in the high production costs of toy manufacturing enterprises. Under such circumstance, the previous advantages in China toys enterprises such as low cost and low price have lost. Compared with toy industry in developed countries, toy industry in China started late and now has weak competitiveness and reputation in the international toys arena, base on these traits, the key of improving toy enterprises competitiveness power is to promote toys design process and innovation capability. In other words, it is the top priority for China's toy industry to build its own toy brand.

Toy industry in China becomes the important industry to solve labor employment, export for earning foreign exchange and pay taxes, therefore government pay more attention on the development of the toy industry. For example, lots of related laws and regulations which is beneficial to toy industry development have released. Chinese toy enterprises should seize the opportunity to open up the international market and enhance their competitiveness.

by: tony steve

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