Tātari rautaki whanaketanga umanga taonga takaro

I ngā wā o mua, ko ngā taonga tākaro Hainamana te nuinga i kaweake ki tāwāhi. Whai muri i ngā tau o te whanaketanga, kua maha ngā whitiki ahumahi taonga tākaro kua pakari i tōku whenua, tae atu ki te Qingdao Plush Toy Industry Belt, te Yangzhou Plush Toy Industry Belt, te Yiwu Toy Industry Belt, me Chenghai. Ngā Poraka Hanga Te Whitiki Ahumahi me te Whitiki Ahumahi Taonga Tākaro o Dongguan. E rua hautoru pea o ngā taonga tākaro o te ao e hangaia ana e ēnei ahumahi.

Heoi, nā te kore o te wheako ki te hanga hua pahū, ki ngā mahi ipurangi, ki te hokohoko me te whakatairanga, me ētahi atu, kua piki haere te kitea o ngā raruraru pēnei i te "kāore he taonga tākaro rongonui o te kāinga", "kāore i te rawaka te mōhiotanga ki te waitohu", me te "kāore he hua pahū i roto i ngā taonga tākaro hou". Me pēhea te whakarite i ngā hokohoko ipurangi hou Kua noho hei raruraru uaua e pā ana ki ngā kaihokohoko waitohu.

I tētahi atu taha, ko ngā waitohu taonga takaro rongonui o tāwāhi he tahora pakihi e toro atu ana i tua atu i ngā taonga takaro. Ka whakatū "hoko whakawhiti" rātou me ngā taonga takaro me ētahi atu pakihi hei whakarei ake i te ahua o tō rātou waitohu me te whakanui ake i te piri o ngā kaiwhakamahi. I kī atu a Ding Juan ki ngā kairīpoata, "I mua, i te wā i kōrero ai ngā kaihoko mō ngā poraka hanga, i whakaarohia e rātou a Lego, engari i tua atu i ngā taonga takaro, kei roto hoki i te pakihi a Lego ngā kiriata, te tūruhi ahurea, te mātauranga me ētahi atu tahora pakihi." Kei roto hoki i a Bandai Namco ngā kēmu, ngā taonga takaro, te oro-ataata, te Ipurangi me ngā whakaurunga petipeti.

Heoi anō, kua puta ake ngā whanaketanga hou mō te umanga taonga takaro, ā, kua noho hei kaupapa nui hoki mō te whakapai ake me te whakarerekētanga o te whitiki ahumahi. Ko te tuatahi ko te ipurangi. E whakaatu ana ngā raraunga a Euromonitor i te tau 2018, ko ngā hongere ipurangi te 25% o te umanga taonga takaro, ā, kua piki ake tēnei tau ki te 44% i te tau 2022.

Tuarua ko te IP. E whakaatu ana ngā rangahau a ngā kaiwhakamahi e tika ana, e 38.9% o ngā kaiwhakamahi pakeke e whakaaro ana ko tā rātou "IP tino pai" i te wā e whakatau ana i te hoko. Mai i te āhuatanga o te kamupene matua taonga takaro a Bubble Mart, i te haurua tuatahi o te tau 2023, i piki ake te moni whiwhi IP motuhake me te motuhake mā te 17% i ia tau, ā, i piki ake te wāhanga IP whakamanahia mā te 40%;

Ko te tuatoru o ngā āhuatanga e hangai ana ki ngā whakaaturanga, me te whakamahi i ngā taonga takaro a ngā tamariki hei tauira. I te wā o te mate urutā, he tino rongonui ngā taonga takaro me ngā whakaaturanga tunu kai i waenga i ngā mātua, ā, i puta he ngaru rongonui i runga i ngā papaaho pāpori; ā, mai i tēnei tau, kua tino paingia ngā taonga takaro a ngā tamariki me ngā whakaaturanga moe e ngā mātua.

Ko te mea e tino hiahiatia ana e te umanga taonga takaro o Haina i nāianei ko te whakanui ake i te kukū o te mākete.

I te tau 2022, ko te nui o ngā taonga tākaro kaweake a Haina (haunga ngā kēmu) ka eke ki te 48.36 piriona tāra US (1 tāra US he rite ki te 6.8 yuan), he pikinga 5.6% i tērā tau. Ko te tapeke o ngā hoko taonga tākaro i te mākete ā-rohe i te tau 2022 ka eke ki te 88.31 piriona yuan, he pikinga 3.3% i tērā tau. Ko te whanaketanga o te umanga he pumau, he pai ake hoki. Tata ki te haurua o te katoa o te whenua te hanga taonga tākaro a Shantou, ā, he wāhi nui anō hoki tāna i roto i te mākete o te ao. I tērā tau, i whakahē te umanga auaha taonga tākaro a Shantou i te ia, me te neke atu i te 14 piriona yuan ngā kaweake me te tere tipu 33%.

I kī a Zhang Ying, te tumuaki tuarua o te Rōpū Taonga Taonga me ngā Pēpi o Haina, i tēnei wā, kei te pāngia te umanga taonga takaro o tōku whenua e ngā āhuatanga koretake pēnei i te puhoi o te tono o te ao me te pikinga o te tiakitanga. Hei whakatutuki i te whanaketanga pumau mo te wā roa, me tere ake te hanga taonga takaro kounga teitei, atamai me te mohio, te whakatipu me te whakatipu matomato, me te whakatairanga i te tohatoha takirua o te whare me te ao. Mō te hanga "Lego Hainamana", e whakaaro ana a Sun Jiashan ehara i te mea e kore e taea. I kī ia ka taea e te kounga o ngā taonga takaro Hainamana te eke ki te taumata o Lego. Kua pai te mahi a ngā taonga takaro hou me ngā pouaka matapo ki tāwāhi. Kua whakatauhia ētahi mahi taketake. Ko te mea nui ko te hoki ki te hanga i tō ake IP me te mahi tahi me te umanga. Kei te haere tonu te mekameka. Ināianei kei roto tonu tātou i tētahi āhua kei te whawhai takitahi ia mekameka ahumahi. Ko te mea e tino hiahiatia ana e te umanga taonga takaro o Haina i nāianei ko te whakanui ake i te kukū o te mākete, nā te mea kua herea ngā IP. I te mea he IP tuatahi, ka teitei te kukū o te umanga.

I tērā tau, i eke tonu te nui o ngā taonga tākaro kaweake o tōku whenua ki te taumata teitei rawa atu, tae atu ki te 322.92 piriona yuan! I te mākete o roto, nā Bingdundun, Kodak Duck me ngā momo taonga tākaro hou i akiaki ngā rangatahi ki te hoko mai, ā, i tino piki ake ai te hoko. I tēnei tau, i te mea e aro ana te whanaketanga ōhanga o tōku whenua ki te "whakatairanga i te hoko, te whakawhānui ake i te tono o roto, me te whakaū i te hokohoko ki tāwāhi," ka kaha tonu te mahi a te umanga taonga tākaro ki te whakapai ake i tana mahi?

He uaua, he kino hoki te āhua o te mākete e pā ana ki te umanga taonga takaro o Haina i te tau 2023. Ahakoa i eke te kaweake taonga takaro o tōku whenua ki te taumata teitei rawa atu i te tau kua hipa, me te pikinga tau-ki-te-tau o te 9.1%, i puta tēnei i te pikinga o ngā utu hua. Ko te whanaketanga o ngā āhuatanga o te mākete te mea ka taea te tipu haere tonu o te umanga i tēnei tau, ā, he maha ngā āwangawanga kei te heke mai.

E ai ki te tātaritanga o te Pūrongo Matapae mō te Mākete Ahumahi Taonga Tākaro me te Whanaketanga o Haina 2024-2029 nā te China Research Institute of Industry and Commerce:

E ai ki ngā pūrongo, e 70% o te mākete o te ao e ahu mai ana i ngā taonga tākaro Hainamana, ā, ko Guangdong te pūtake whakaputa taonga tākaro me te kaweake nui rawa atu o tōku whenua. Nā te tere o te horapa o te hoko taonga tākaro pēnei i ngā tauira, ngā āhua, ngā hua hou, me ngā papatohu kēmu ki ngā pakeke i ngā tau tata nei, kua eke te hoko taonga tākaro o te ao ki te US$100.4 piriona i te tau kua hipa, ā, kua neke atu hoki te rahi o te mākete ā-rohe i te RMB 100 piriona.

I muri i te pakarutanga mai o te mate urutā COVID-19, i puta ai te pikinga o te hoko taonga takaro o te ao nā ngā mahi ārai mate urutā me te wehe i te tangata, ā, i hokona pai ngā panga me ngā poraka hanga me ētahi atu taonga takaro e tika ana mō te whakangahau mātua-tamaiti i te kāinga. Heoi, i te hauwhā tuawhā o te tau kua hipa, kua tino heke te pikinga o te hoko taonga. I roto i ngā mākete kaihoko taonga takaro nui e rua i Ūropi me te Hononga o Amerika, i muri i te Kirihimete, he maha tonu ngā taonga takaro e toe ana i runga i ngā whata o ngā toa hokohoko, ā, he iti iho ngā hoko i tērā tau i mua. Kei te pāngia ngā kamupene taonga takaro ao whānui, a Hasbro, Disney, Mattel, me ētahi atu e te pēhanga nui o ngā taonga me te ngoikore o te mahi. Kua panuitia e rātou te whakakorenga mahi i tēnei tau, ā, kāore te tirohanga mākete i te tino pai.

Heoi, i te mea kua arotauhia ngā mahi ārai me te whakahaere i ngā mate urutā o tōku whenua, kei te angitu ngā ahumahi katoa, kei te tere te ora o te ōhanga, ā, kei te tukuna te kaha hoko ā-rohe. I te Hakari o te Koanga o tēnei tau, he pai ngā tohu maha o te kai ā-rohe, ā, he kaha te tipu o te mākete hoko ā-rohe, ā, i piki rua te whakapono o te umanga taonga takaro. I tēnei tau, i kukume te Whakaaturanga Taonga Taakaro o Shenzhen i te neke atu i te 1,400 ngā kamupene ā-rohe me tāwāhi ki te whakaatu i ā rātou hua. I piki haere tonu te maha o ngā kaihoko kua rēhitatia i mua. He kaha te hiahia o te umanga taonga takaro ki te whakawhānui i te mākete, ki te hopu ota, me te whakatairanga i te kai.

E kitea ana te kaha o ngā waitohu taonga tākaro o tāwāhi ki te whakawhanake i te mākete Haina. Kei te wātea mai i tēnei whakaaturanga ngā raupapa pakiwaituhi rongonui pērā i a "Disney", "Ultraman" me "Pokémon". He maha ngā kamupene waitohu o te motu kua whai i tētahi huarahi rerekē, ā, kua whakatairanga i te ahua o te motu, ngā raupapa kaupapa hōia me ētahi atu hua. He tino rongonui ngā waitohu poraka hanga rongonui "Senbao", "Qimeng" me "Xiao Luban" i tēnei whakaaro. Kei reira anō ngā kamupene e tino tumanako ana ki te kaha o te hunga rangatahi ki te kai taonga tākaro, ā, kua whakarewahia e rātou ngā taonga tākaro parakore he kararehe hoa pērā i ngā ngeru me ngā kurī rūpahu hei whakatutuki i ā rātou hiahia. He tauira anō hoki ā rātou hua mō ngā karetao kōrerorero me ngā taonga tākaro, kua puta ake nei ngā kōrero wera i roto i te hapori.

E whakaatu ana ngā raraunga i te tau 2022, ko te kaweake a tōku whenua i ngā taonga tākaro (haunga ngā kēmu) ka eke ki te US$48.36 piriona, he pikinga 5.6% i tērā tau, ā, ko te kaweake ki ngā whenua mema o te RCEP ka eke ki te US$11.81 piriona, he pikinga 36.1% i tērā tau. I te tau 2022, ko te uara kaweake o ngā tūru tamariki ka eke ki te US$1.67 piriona, he pikinga 12.5% ​​i tērā tau. Ko te ūnga kaweake tuatahi ko te Hononga o Amerika, me te pikinga uara kaweake mā te 12.0% i tērā tau. Ko te uara kaweake ki ngā whenua mema o te RCEP ka eke ki te US$270 miriona, he pikinga 12.5% ​​i tērā tau. Ko te tere tipu ā-tau ko te 37.2%. I te tau 2022, ko te tapeke o ngā hoko taonga tākaro i te mākete ā-rohe ka eke ki te 88.31 piriona yuan, he pikinga 3.3% i tērā tau. Ko te tapeke o ngā hoko hokohoko o Ngā Pounamu Pēpi ka eke ki te 6.65 piriona yuan, he pikinga 1.1% i te tau kua hipa. Ko te tapeke o ngā hokonga hokohoko o ngā tūru tamariki ka eke ki te 14.78 piriona yuan, he pikinga 1.9% i te tau kua hipa.