Kev tshuaj xyuas txoj kev loj hlob ntawm kev lag luam khoom ua si

Yav dhau los, cov khoom ua si Suav teb feem ntau raug xa tawm. Tom qab ntau xyoo ntawm kev txhim kho, kuv lub teb chaws tau tsim ntau txoj siv sia ua si laus, suav nrog Qingdao Plush Toy Industry Belt, Yangzhou Plush Toy Industry Belt, Yiwu Toy Industry Belt, Chenghai Cov Thaiv Tsev Txoj Kev Lag Luam thiab Txoj Kev Lag Luam Khoom Ua Si Dongguan. Cov lag luam no tsim tawm kwv yees li ob feem peb ntawm cov khoom ua si hauv ntiaj teb.

Txawm li cas los xij, vim tsis muaj kev paub txog kev tsim cov khoom tawg, kev ua haujlwm online, kev lag luam thiab kev txhawb nqa, thiab lwm yam, cov teeb meem xws li "tsis muaj cov khoom ua si hauv tsev loj", "tsis txaus kev paub txog hom lag luam", thiab "tsis muaj cov khoom tawg hauv cov khoom ua si niaj hnub" tau dhau los ua qhov tseem ceeb. Yuav ua li cas teeb tsa cov khw muag khoom online tshiab Nws tau dhau los ua teeb meem nyuaj uas cov tub lag luam hom lag luam ntsib.

Ntawm qhov tod tes, cov khoom ua si nrov npe txawv teb chaws muaj cov qauv lag luam uas nthuav dav tshaj cov khoom ua si. Lawv tsim "kev muag khoom hla" nrog cov khoom ua si thiab lwm yam lag luam los ua ke txhim kho lawv lub npe thiab txhim kho cov neeg siv khoom lo rau. Ding Juan hais rau cov neeg sau xov xwm, "Yav dhau los, thaum cov neeg siv khoom hais txog cov khoom siv hauv tsev, lawv xav txog Lego, tab sis ntxiv rau cov khoom ua si, Lego txoj kev lag luam kuj suav nrog cov yeeb yaj kiab, kev ncig tebchaws, kev kawm thiab lwm yam qauv lag luam." Bandai Namco kuj tseem nthuav dav kev ua si, cov khoom ua si, suab-pom, Is Taws Nem thiab cov chaw ua si.

Txawm li cas los xij, cov tsav tsheb tshiab rau kev lag luam khoom ua si tau tshwm sim, uas kuj tau dhau los ua tus tsav tsheb tseem ceeb ntawm kev txhim kho thiab kev hloov pauv ntawm txoj siv sia kev lag luam. Thawj qhov yog online. Cov ntaub ntawv Euromonitor qhia tau hais tias xyoo 2018, cov channel online suav txog 25% ntawm kev lag luam khoom ua si, thiab tus lej no tau nce mus txog 44% hauv xyoo 2022.

Qhov thib ob yog IP. Cov kev tshawb fawb ntawm cov neeg siv khoom qhia tau tias 38.9% ntawm cov neeg laus siv xav txog lawv "IP nyiam" thaum txiav txim siab yuav khoom. Los ntawm qhov xwm txheej ntawm lub tuam txhab ua si Bubble Mart, hauv thawj ib nrab ntawm xyoo 2023, Nws cov nyiaj tau los ntawm IP ywj pheej thiab tshwj xeeb tau nce 17% xyoo-rau-xyoo, thiab qhov IP raug cai tau nce 40%;

Qhov thib peb yog raws li qhov xwm txheej, coj cov khoom ua si rau menyuam yaus ua piv txwv. Thaum muaj kev sib kis, cov khoom ua si nrog cov duab ua noj tau nrov heev ntawm cov niam txiv thiab ib zaug ua rau muaj kev nyiam ntawm cov platforms hauv zej zog; thiab txij li xyoo no, cov khoom ua si rau menyuam yaus nrog cov duab pw tsaug zog tau dhau los ua qhov nyiam ntawm cov niam txiv.

Qhov kev lag luam khoom ua si hauv Suav teb xav tau tshaj plaws tam sim no yog kom nce kev sib sau ua ke ntawm kev ua lag luam.

Xyoo 2022, Tuam Tshoj cov khoom ua si (tsis suav nrog kev ua si) xa tawm yuav yog 48.36 billion daus las Asmeskas (1 daus las Asmeskas sib npaug rau 6.8 yuan), nce 5.6% piv rau xyoo dhau los. Tag nrho cov muag khoom ua si hauv kev lag luam hauv tsev xyoo 2022 yuav yog 88.31 billion yuan, nce 3.3% piv rau xyoo dhau los. Kev txhim kho ntawm kev lag luam feem ntau ruaj khov thiab zoo dua. Shantou cov khoom ua si tsim tawm txog li ib nrab ntawm tag nrho lub tebchaws, thiab nws kuj ua lub luag haujlwm tseem ceeb hauv kev lag luam thoob ntiaj teb. Xyoo tas los, Shantou cov khoom ua si muaj tswv yim tau tawm tsam qhov sib txawv, nrog rau kev xa tawm ntau dua 14 billion yuan thiab tus nqi loj hlob ntawm 33%.

Zhang Ying, tus lwm thawj coj ntawm Tuam Tshoj Cov Khoom Ua Si thiab Cov Khoom Siv Me Nyuam, tau hais tias tam sim no, kuv lub teb chaws cov khoom ua si kev lag luam tab tom ntsib cov yam tsis paub meej xws li kev thov thoob ntiaj teb qeeb thiab kev tiv thaiv kev nce siab. Txhawm rau kom ua tiav kev txhim kho mus sij hawm ntev, nws yog qhov tsim nyog los ua kom nrawm dua qhov kev tsim khoom ua si siab, ntse thiab ntse. kev tsim khoom thiab kev ntsuab, thiab txhawb kev ncig xyuas hauv tsev thiab thoob ntiaj teb. Raws li kev tsim "Suav Lego", Sun Jiashan xav tias nws tsis yog qhov tsis yooj yim sua. Nws hais tias qhov zoo ntawm cov khoom ua si Suav tam sim no tuaj yeem ncav cuag theem ntawm Lego. Cov khoom ua si zam thiab cov thawv dig muag tau ua haujlwm zoo txawv teb chaws. Qee qhov haujlwm yooj yim tau daws. Qhov tseem ceeb yog rov qab mus rau kev tsim koj tus kheej IP thiab koom tes nrog kev lag luam. Cov saw hlau khiav los ntawm. Tam sim no peb tseem nyob hauv lub xeev uas txhua txoj saw hlau kev lag luam tab tom sib ntaus sib tua ntawm nws tus kheej. Qhov kev lag luam khoom ua si hauv Suav teb xav tau tshaj plaws tam sim no yog kom nce kev lag luam concentration, vim tias IPs raug khi ua ke. Tsuav yog muaj thawj IPs, kev lag luam concentration yuav siab.

Xyoo tas los, kuv lub teb chaws cov khoom ua si xa tawm tseem tau nce mus txog 322.92 billion yuan! Hauv kev lag luam hauv tsev, Bingdundun, Kodak Duck thiab ntau yam khoom ua si niaj hnub kuj ua rau cov tub ntxhais hluas maj nrawm yuav lawv, ua rau kev siv khoom ntau ntxiv. Xyoo no, thaum kuv lub teb chaws txoj kev loj hlob ntawm kev lag luam tsom mus rau "txhawb kev siv khoom, nthuav dav kev thov hauv tsev, thiab tswj kev lag luam txawv teb chaws," puas yog kev lag luam khoom ua si yuav txuas ntxiv ua haujlwm hnyav los txhim kho nws cov kev ua tau zoo?

Xyoo 2023, qhov xwm txheej ntawm kev lag luam khoom ua si hauv Suav teb uas yuav tsum tau ua yog qhov nyuaj thiab hnyav heev. Txawm hais tias kev xa khoom ua si ntawm kuv lub teb chaws tau nce mus txog qhov siab tshaj plaws xyoo tas los, nrog rau kev nce ntxiv ntawm 9.1% txhua xyoo, qhov no yog vim muaj nqi khoom nce siab. Seb kev lag luam puas tuaj yeem loj hlob ruaj khov xyoo no nyob ntawm kev txhim kho ntawm cov xwm txheej ntawm kev ua lag luam, thiab muaj ntau yam tsis paub meej yav tom ntej.

Raws li kev tshuaj xyuas ntawm Tuam Tshoj Cov Khoom Ua Si Kev Lag Luam Kev Tshawb Fawb thiab Kev Txhim Kho Kev Cia Siab Daim Ntawv Qhia 2024-2029 los ntawm Tuam Tshoj Tshawb Fawb Lub Tsev Kawm Ntawv ntawm Kev Lag Luam thiab Kev Lag Luam:

Muaj kev tshaj tawm tias cov khoom ua si Suav suav txog li 70% ntawm lub ntiaj teb kev lag luam, thiab Guangdong yog kuv lub teb chaws qhov chaw tsim khoom ua si thiab xa tawm loj tshaj plaws. Ua tsaug rau kev nthuav dav sai ntawm kev siv cov khoom ua si xws li cov qauv, cov duab, cov khoom lag luam niaj hnub, thiab cov khoom ua si rau cov neeg laus hauv xyoo tas los no, kev siv cov khoom ua si thoob ntiaj teb tau mus txog US $ 100.4 billion xyoo tas los, thiab qhov loj ntawm kev lag luam hauv tsev kuj tshaj RMB 100 billion.

Tom qab muaj kev sib kis ntawm COVID-19, kev tiv thaiv kev sib kis thiab kev cais tawm ib zaug ua rau muaj kev siv khoom ua si thoob ntiaj teb, nrog rau cov khoom ua si sib tw thiab cov khoom ua si thiab lwm yam khoom ua si uas tsim nyog rau kev lom zem niam txiv-menyuam hauv tsev muag tau zoo hauv kev ua lag luam. Txawm li cas los xij, los ntawm lub quarter thib plaub ntawm xyoo tas los, kev siv khoom tau poob qis. Hauv ob lub khw muag khoom ua si loj hauv Tebchaws Europe thiab Tebchaws Meskas, tom qab Christmas, tseem muaj ntau cov khoom ua si seem ntawm cov txee hauv khw, thiab kev muag khoom qis dua li xyoo dhau los. Cov tuam txhab ua si thoob ntiaj teb Hasbro, Disney, Mattel, thiab lwm yam tab tom ntsib kev nyuaj siab loj heev thiab kev ua tau zoo tsis zoo. Lawv tau tshaj tawm tias yuav tsum tso cov neeg ua haujlwm tawm xyoo no, thiab kev cia siab ntawm kev ua lag luam tsis zoo.

Txawm li cas los xij, thaum kuv lub teb chaws txoj kev tiv thaiv thiab tswj kev sib kis tau zoo tshaj plaws, txhua yam kev lag luam tau vam meej, kev lag luam tau rov zoo sai, thiab lub peev xwm muag khoom hauv tsev tau raug tso tawm. Thaum lub caij nplooj ntoos hlav xyoo no, ntau yam cim qhia txog kev siv khoom hauv tsev tau zoo, thiab lub zog loj hlob ntawm kev lag luam muag khoom hauv tsev tau muaj zog, uas ua rau muaj kev ntseeg siab ntawm kev lag luam khoom ua si ob npaug. Xyoo no, Shenzhen Toy Fair tau nyiam ntau dua 1,400 lub tuam txhab hauv tsev thiab txawv teb chaws los tso saib lawv cov khoom. Tus naj npawb ntawm cov neeg yuav khoom ua ntej kuj tseem nce ntxiv. Kev lag luam khoom ua si muaj lub siab xav nthuav dav kev lag luam, tau txais kev txiav txim, thiab txhawb kev siv khoom.

Cov khoom ua si txawv teb chaws pom tseeb tias ua haujlwm hnyav los tsim kev lag luam hauv Suav teb. Cov yeeb yaj kiab IP derivative uas paub zoo xws li "Disney", "Ultraman" thiab "Pokémon" txhua tus muaj nyob rau ntawm qhov kev nthuav qhia no. Ntau lub tuam txhab hom lag luam hauv tebchaws tau siv txoj hauv kev sib txawv thiab txhawb nqa kev zam hauv tebchaws, cov koob tub rog thiab lwm yam khoom. Cov khoom siv ua vaj tse paub zoo "Senbao", "Qimeng" thiab "Xiao Luban" yog cov neeg tseem ceeb hauv qhov no. Kuj tseem muaj cov tuam txhab uas muaj kev cia siab txog lub zog siv khoom ua si ntawm cov tub ntxhais hluas, thiab tau tsim cov khoom ua si plush uas yog cov tsiaj txhu xws li miv thiab dev cuav kom tau raws li lawv xav tau. Cov neeg hlau sib tham thiab cov khoom ua si, uas nyuam qhuav ua rau muaj kev sib tham kub hauv zej zog, kuj muaj cov khoom tsim qauv.

Cov ntaub ntawv qhia tau tias xyoo 2022, kuv lub teb chaws cov khoom ua si xa tawm (tsis suav nrog kev ua si) yuav yog US $ 48.36 billion, nce 5.6% piv rau xyoo dhau los, thiab kev xa tawm mus rau RCEP cov tswv cuab yuav yog US $ 11.81 billion, nce 36.1% piv rau xyoo dhau los. Xyoo 2022, tus nqi xa tawm ntawm cov menyuam yaus lub strollers yuav yog US $ 1.67 billion, nce 12.5% ​​piv rau xyoo dhau los. Lub hom phiaj xa tawm thawj zaug yog Tebchaws Meskas, nrog rau tus nqi xa tawm nce 12.0% piv rau xyoo dhau los. Tus nqi xa tawm mus rau RCEP cov tswv cuab yuav yog US $ 270 lab, nce 12.5% ​​piv rau xyoo dhau los. Tus nqi loj hlob txhua xyoo yog 37.2%. Xyoo 2022, tag nrho cov khoom ua si muag khoom hauv kev lag luam hauv tsev yuav yog 88.31 billion yuan, nce 3.3% piv rau xyoo dhau los. Tag nrho cov khoom muag khoom ntawm Cov Raj Mis Me Nyuam yuav yog 6.65 billion yuan, nce 1.1% piv rau xyoo tas los. Tag nrho cov muag khoom ntawm cov menyuam yaus lub strollers yuav ncav cuag 14.78 billion yuan, nce 1.9% piv rau xyoo tas los.