Kusanthula njira zopititsira patsogolo makampani oseweretsa zoseweretsa

Kale, zoseweretsa zaku China zinkatumizidwa kunja kwambiri. Pambuyo pa zaka zambiri za chitukuko, dziko langa lapanga malamba ambiri okhwima amakampani oseweretsa zoseweretsa, kuphatikizapo Qingdao Plush Toy Industry Belt, Yangzhou Plush Toy Industry Belt, Yiwu Toy Industry Belt, Chenghai Mizati Yomangira Lamba wa Makampani ndi Lamba wa Makampani a Zoseweretsa wa Dongguan. Makampani awa amapanga pafupifupi magawo awiri mwa atatu a zoseweretsa zonse padziko lonse lapansi.

Komabe, chifukwa cha kusowa chidziwitso pakupanga zinthu zophulika, ntchito za pa intaneti, malonda ndi kutsatsa, ndi zina zotero, mavuto monga "kusakhala ndi zoseweretsa zodziwika bwino zapakhomo", "kusadziwa bwino mtundu wa malonda", ndi "kusakhala ndi zinthu zophulika m'zoseweretsa zamakono" ayamba kuonekera kwambiri. Momwe mungapangire malonda atsopano pa intaneti Lakhala vuto lovuta lomwe amalonda amalonda amalonda akukumana nalo.

Kumbali ina, makampani odziwika bwino a zoseweretsa zakunja ali ndi kapangidwe ka bizinesi komwe kamapitirira zoseweretsa. Amapanga "malonda osiyanasiyana" ndi zoseweretsa ndi mabizinesi ena kuti awonjezere chithunzi cha kampani yawo ndikuwonjezera kukhulupirika kwa ogwiritsa ntchito. Ding Juan adauza atolankhani kuti, "M'mbuyomu, ogula akamatchula zinthu zomangira, ankaganiza za Lego, koma kuwonjezera pa zoseweretsa, bizinesi ya Lego imaphatikizaponso makanema, zokopa alendo zachikhalidwe, maphunziro ndi mapangidwe ena abizinesi." Bandai Namco imafotokozanso za masewera, zoseweretsa, zomvera ndi zithunzi, intaneti ndi malo osewerera.

Komabe, zinthu zatsopano zomwe zimayambitsa chitukuko cha makampani opanga zoseweretsa zawonekera, zomwe zakhalanso zofunikira kwambiri pakukweza ndi kusintha kwa lamba wa mafakitale. Choyamba ndi cha pa intaneti. Deta ya Euromonitor ikuwonetsa kuti mu 2018, njira zapaintaneti zinali 25% ya makampani opanga zoseweretsa, ndipo chiwerengerochi chakwera kufika pa 44% mu 2022.

Chachiwiri ndi IP. Kafukufuku wofunikira wa ogwiritsa ntchito akuwonetsa kuti 38.9% ya ogwiritsa ntchito akuluakulu amaganizira za "IP yawo yomwe amakonda" popanga zisankho zogula. Poganizira momwe kampani ya toy head Bubble Mart ilili, mu theka loyamba la 2023, ndalama zake zodziyimira pawokha komanso zapadera za IP zidakwera ndi 17% chaka ndi chaka, ndipo gawo lovomerezeka la IP lidakwera ndi 40%;

Mbali yachitatu ndi yokhudza zochitika, potengera zoseweretsa za ana monga chitsanzo. Pa nthawi ya mliriwu, zoseweretsa zokhala ndi zochitika zophikira zinali zodziwika kwambiri pakati pa makolo ndipo nthawi ina zinapangitsa kuti anthu ambiri azitchuka pa malo ochezera; ndipo kuyambira chaka chino, zoseweretsa za ana zokhala ndi zochitika zogona zakhala zokondedwa kwambiri pakati pa makolo.

Chomwe makampani opanga zoseweretsa ku China akufunikira kwambiri tsopano ndikuwonjezera chidwi cha msika.

Mu 2022, kuchuluka kwa zoseweretsa zoseweretsa ku China (kupatula masewera) kudzakhala madola aku US 48.36 biliyoni (dola imodzi yaku US ndi yofanana ndi 6.8 yuan), kuwonjezeka kwa 5.6% poyerekeza ndi chaka chatha. Kugulitsa konse kwa zoseweretsa pamsika wamkati mu 2022 kudzakhala ma yuan 88.31 biliyoni, kuwonjezeka kwa 3.3% poyerekeza ndi chaka chatha. Kukula kwa makampani nthawi zambiri kumakhala kokhazikika komanso kopita patsogolo. Kupanga zoseweretsa ku Shantou kumawerengera pafupifupi theka la zonse za dzikolo, ndipo kumachitanso gawo lofunikira pamsika wapadziko lonse lapansi. Chaka chatha, makampani opanga zoseweretsa ku Shantou adasintha izi, ndi kutumiza kunja kupitirira ma yuan 14 biliyoni komanso kukula kwa 33%.

Zhang Ying, wachiwiri kwa purezidenti wa bungwe la China Toy and Baby Products Association, anati pakadali pano, makampani a zoseweretsa m'dziko langa akukumana ndi zinthu zosatsimikizika monga kuchepetsa kufunikira kwa dziko lonse lapansi komanso kukwera kwa chitetezo. Kuti tikwaniritse chitukuko chokhazikika kwa nthawi yayitali, ndikofunikira kufulumizitsa kupanga zoseweretsa zapamwamba, zanzeru komanso zanzeru. Kupanga ndi kubiriwira, ndikulimbikitsa kufalikira kwa zinthu ziwiri m'dziko ndi padziko lonse lapansi. Ponena za kupanga "Chinese Lego", Sun Jiashan akuganiza kuti sizingatheke. Anatinso ubwino wa zoseweretsa zaku China tsopano ukhoza kufika pamlingo wa Lego. Zoseweretsa zamakono ndi mabokosi osawona achita ntchito yabwino kunja kwa dziko. Ntchito yofunikira yathetsedwa. Chofunika ndikubwerera kumanga IP yanu ndikugwirizana ndi makampani. Unyolo umadutsa. Tsopano tidakali mu mkhalidwe womwe unyolo uliwonse wamakampani ukumenyana wokha. Chomwe makampani a zoseweretsa aku China akufunikira kwambiri tsopano ndikuwonjezera kuchuluka kwa msika, chifukwa ma IP amalumikizidwa pamodzi. Malingana ngati pali ma IP oyamba, kuchuluka kwa mafakitale kudzakhala kwakukulu mwachibadwa.

Chaka chatha, katundu wa zidole za dziko langa wotumizidwa kunja udakwera kwambiri, kufika pa 322.92 biliyoni ya yuan! Mumsika wa mdziko muno, Bingdundun, Kodak Duck ndi zidole zosiyanasiyana zamakono zinapangitsanso achinyamata kuthamangira kuzigula, zomwe zinawonjezera kwambiri kugwiritsidwa ntchito. Chaka chino, pamene chitukuko cha zachuma cha dziko langa chikuyang'ana kwambiri pa "kulimbikitsa kugwiritsidwa ntchito, kukulitsa kufunikira kwa dziko, ndikukhazikitsa malonda akunja," kodi makampani a zidole apitiliza kugwira ntchito molimbika kuti akonze magwiridwe antchito awo?

Mkhalidwe wa msika womwe makampani opanga zoseweretsa ku China akukumana nawo mu 2023 ndi wovuta komanso wovuta. Ngakhale kuti kutumiza zoseweretsa ku dziko langa kunafika pamlingo wapamwamba kwambiri chaka chatha, ndi kuwonjezeka kwa 9.1% chaka ndi chaka, izi zinachitika chifukwa cha kukwera kwa mitengo ya zinthu. Ngati makampaniwa angakule bwino chaka chino zimadalira kukula kwa msika, ndipo pali kusatsimikizika kwakukulu mtsogolo.

Malinga ndi kusanthula kwa lipoti la China la Kusanthula Msika wa Zoseweretsa ndi Kukula kwa Zoyembekeza 2024-2029 lochokera ku China Research Institute of Industry and Commerce:

Akuti zoseweretsa zaku China zimagulitsa pafupifupi 70% ya msika wapadziko lonse, ndipo Guangdong ndiye malo akuluakulu opanga zoseweretsa komanso kutumiza kunja kwa dziko langa. Chifukwa cha kuchuluka kwa ogwiritsa ntchito zoseweretsa monga zitsanzo, ziboliboli, zinthu zamakono, ndi zida zamasewera kwa akuluakulu m'zaka zaposachedwa, kugwiritsa ntchito zoseweretsa padziko lonse lapansi kunafika pa US$100.4 biliyoni chaka chatha, ndipo kukula kwa msika wakunyumba kunapitilira RMB 100 biliyoni.

Pambuyo pa kufalikira kwa mliri wa COVID-19, njira zopewera mliri ndi kudzipatula zinayambitsa kukwera kwa kugwiritsidwa ntchito kwa zoseweretsa padziko lonse lapansi, ndi ma puzzle ndi zomangira ndi zoseweretsa zina zoyenera kusangalalira ndi makolo ndi ana kunyumba zomwe zimagulitsidwa bwino pamsika. Komabe, pofika kotala lachinayi la chaka chatha, kukwera kwa kugwiritsidwa ntchito kwa zoseweretsa kunachepa. M'misika iwiri ikuluikulu ya ogula zoseweretsa ku Europe ndi United States, pambuyo pa Khirisimasi, Pali zoseweretsa zambiri zotsala m'masitolo akuluakulu, ndipo malonda ake ndi otsika kwambiri kuposa chaka chatha. Makampani opanga zoseweretsa padziko lonse lapansi Hasbro, Disney, Mattel, ndi zina zotero onse akukumana ndi vuto lalikulu la zinthu zomwe zili m'sitolo komanso kusagwira ntchito bwino. Alengeza kuti achotsedwa ntchito chaka chino, ndipo chiyembekezo cha msika sichili bwino.

Komabe, pamene njira zopewera ndi kuwongolera mliri m'dziko langa zikukonzedwa bwino, mafakitale onse akupita patsogolo, chuma chikuyambiranso mofulumira, ndipo kuthekera kogulitsa m'dziko muno kukutulutsidwa. Pa Chikondwerero cha Masika cha chaka chino, zizindikiro zosiyanasiyana za kugwiritsidwa ntchito m'nyumba zinali zokhutiritsa, ndipo kukula kwa msika wogulitsa m'nyumba kunali kolimba, zomwe zinawonjezera chidaliro cha makampani ogulitsa zidole kawiri. Chaka chino, Shenzhen Toy Fair inakopa makampani oposa 1,400 am'deralo ndi akunja kuti awonetse zinthu zawo. Chiwerengero cha ogula omwe adalembetsa kale chinapitilira kukwera. Makampani ogulitsa zidole ali ndi chikhumbo chachikulu chokulitsa msika, kutenga maoda, ndikulimbikitsa kugwiritsidwa ntchito.

Makampani a zidole akunja akuwoneka kuti akugwira ntchito molimbika kuti apititse patsogolo msika waku China. Ma animation IP derivative series odziwika bwino monga "Disney", "Ultraman" ndi "Pokémon" onse akupezeka pachiwonetserochi. Makampani ambiri amalonda akunyumba atenga njira yosiyana ndikulimbikitsa mafashoni adziko lonse, mndandanda wankhondo ndi zinthu zina. Makampani odziwika bwino a zomangamanga "Senbao", "Qimeng" ndi "Xiao Luban" ndi otchuka kwambiri pankhaniyi. Palinso makampani omwe ali ndi chiyembekezo cha mphamvu yogwiritsira ntchito zidole za achinyamata, ndipo ayambitsa zidole zokongola zomwe ndi nyama zoyenderana nazo monga amphaka ndi agalu onyenga kuti akwaniritse zosowa zawo. Maloboti ochezera ndi zidole, zomwe posachedwapa zayambitsa zokambirana zamphamvu m'gulu la anthu, nazonso zili ndi zinthu zoyeserera.

Deta ikuwonetsa kuti mu 2022, katundu wotumizidwa kunja kwa dziko langa wa zoseweretsa (kupatula masewera) udzakhala US$48.36 biliyoni, kuwonjezeka kwa 5.6% kuposa chaka chatha, ndipo katundu wotumizidwa kunja ku mayiko omwe ali mamembala a RCEP adzakhala US$11.81 biliyoni, kuwonjezeka kwa 36.1% kuposa chaka chatha. Mu 2022, mtengo wotumizidwa kunja wa ana oyenda pansi udzakhala US$1.67 biliyoni, kuwonjezeka kwa 12.5% ​​kuposa chaka chatha. Malo oyamba otumizira kunja ndi United States, ndipo mtengo wotumizidwa kunja ukukwera ndi 12.0% kuposa chaka chatha. Mtengo wotumizidwa kunja ku mayiko omwe ali mamembala a RCEP udzakhala US$270 miliyoni, kuwonjezeka kwa 12.5% ​​kuposa chaka chatha. Kukula kwa pachaka ndi 37.2%. Mu 2022, malonda onse ogulitsa zoseweretsa pamsika wamkati adzakhala 88.31 biliyoni yuan, kuwonjezeka kwa 3.3% kuposa chaka chatha. Malonda onse ogulitsa a Mabotolo a Ana Ndalama zonse zogulira ana zidzafika pa 6.65 biliyoni yuan, zomwe zikutanthauza kuti zidzawonjezeka ndi 1.1% poyerekeza ndi chaka chatha. Chiwerengero chonse cha ma stroller a ana chidzafika pa 14.78 biliyoni yuan, zomwe zikutanthauza kuti zidzawonjezeka ndi 1.9% poyerekeza ndi chaka chatha.