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Rumah > Maklumat Industri > Development status and industry prospects of plush toys
Maklumat Industri

Development status and industry prospects of plush toys

2019-07-17

     Plush toys are important products for children's consumption. Because of their skin sensitivity and lack of awareness, children are prone to accidental injuries when using toys. For example, infants and young children should not buy toys with prints or paints. The organic substances in the dyes may cause skin allergies. The stuffing of plush toys, if it is black cotton, will also affect the health of infants and young children. Therefore, many countries in the world have established toy safety standards. If the toy is subject to inspection and conforms to the standard, the mark shall be marked on the product, otherwise production, sales and import shall not be allowed. Most countries adopt the "International Toy Safety Standard" formulated by the International Toy Industry Council. In order to protect the safety and quality of children's toys in China and protect children's personal health and safety, the National Standards Committee revised GB6675-2003 "National Toy Safety Technical Specifications" and formed the GB6675-2014 "Toy Safety" National Standards 1-4 And will be enforced on January 1, 2016. The current version of the 2003 National Toy Safety Technical Specification is the most basic and important national standard for Chinese toys.
        The toy industry is no longer an emerging industry, and has formed a complete industrial chain, and the global market position is clear. The toy industry in developed countries such as Europe, America and Japan is mature. Toy companies rely on the mature business model of “brand + channel” to occupy the high value-added link of the toy industry chain. The industry belongs to labor-intensive industries. The world's top five toy brands are from developed countries, namely the United States' Mattel and Hasbro, Japan's Dome and Bandai and Denmark's Lego. With their large scale, well-known brands, strong R&D capabilities, novel ideas, global penetration promotion methods and stable sales channels, these toy giants are at the forefront of the global toy market and dominate the high-end market of global toys. In 2013, the sales revenue of the five toy giants was approximately US$21.55 billion, accounting for approximately 24% of the world's total toy sales.

        The low-end market is dominated by toy manufacturers in developing countries. They are relatively small in scale, fiercely competitive, and the industry's profit margin is low. These companies mainly operate in OEM and OEM mode. OEM toy companies lack independent innovation, core technologies are subject to people, and there is a risk of passive liability due to design defects. In the past two years, with the appreciation of the renminbi, raw materials prices, labor The cost has risen, the foreign quality certification has become increasingly strict, the production cost of OEM toy companies has risen sharply, and the single structure of the market and customers has made their ability to resist risks weaker.
        From the perspective of the global toy market distribution, North America and Europe are the two largest regions in the world for toy consumption, and are also the world's two largest toy import regions. In 2012, toys consumption in North America, Asia and Western Europe was the highest, sales in the three regions were basically flat, and sales accounted for 74.28% of the total global sales (of which the European and American markets accounted for 49.83%). In recent years, toy consumption has gradually extended from mature European and American regions to emerging markets. Toy consumption in Asia, South America and Australia has grown rapidly. In 2012, sales in Asia accounted for 24.45% of total global sales. The largest consumption areas in Asia are Japan and China. Compared with 2011, Asia has the fastest growth rate of 6.2%.

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