Kuongorora hurongwa hwekuvandudza indasitiri yematoyi

Kare, matoyi ekuChina ainyanya kutengeswa kunze kwenyika. Mushure memakore ekubudirira, nyika yangu yakagadzira mabhandi akawanda eindasitiri yematoyi akura, anosanganisira Qingdao Plush Toy Industry Belt, Yangzhou Plush Toy Industry Belt, Yiwu Toy Industry Belt, Chenghai Zvidhinha zvekuvaka Bhandi reIndasitiri neBhandi reIndasitiri reDongguan Toy. Maindasitiri aya anogadzira matoyi angangoita maviri muzvitatu pasi rose.

Zvisinei, nekuda kwekushaya ruzivo mukugadzira zvigadzirwa zvinoputika, mashandiro epamhepo, kushambadzira nekusimudzira, nezvimwewo, matambudziko akadai sekuti "hapana matoyi emumba ane mukurumbira", "kusaziva zvakakwana nezvemhando yezvigadzirwa", uye "hapana zvigadzirwa zvinoputika mumatoyi ane mafashoni" ave akanyanya kuoneka. Maitiro ekugadzira zvitoro zvitsva online Yave dambudziko rakaoma riri kusangana nevatengesi vezvigadzirwa.

Kune rumwe rutivi, mhando dzematoyi dzinozivikanwa dzekunze kwenyika dzine hurongwa hwebhizinesi hunopfuura matoyi. Dzinoumba "kutengesa kwakasiyana-siyana" nematoyi nemamwe mabhizinesi kuti vawedzere pamwe chete chitarisiko chavo uye vawedzere kunamira kwevashandisi. Ding Juan akaudza vatori venhau kuti, "Kare, vatengi pavaitaura nezvezvivakwa, vaifunga nezveLego, asi pamusoro pematoyi, bhizinesi reLego rinosanganisirawo mafirimu, kushanya kwetsika, dzidzo nedzimwe nzira dzebhizinesi." Bandai Namco inosanganisirawo mitambo, matoyi, audio-visual, Internet uye mitambo yemitambo.

Zvisinei, zvinhu zvitsva zvinosimudzira indasitiri yematoyi zvakabuda, izvo zvakavewo chinhu chakakosha mukusimudzira nekushandura bhandi remaindasitiri. Chekutanga chiri online. Ruzivo rweEuromonitor runoratidza kuti muna 2018, nzira dzepamhepo dzaive 25% yeindasitiri yematoyi, uye nhamba iyi yakakwira kusvika 44% muna 2022.

Chechipiri iIP. Ongororo dzevashandisi dzinoratidza kuti 38.9% yevashandisi vakuru vanofunga nezve "IP yavo yavanoda" pavanenge vachiita sarudzo dzekutenga. Tichitarisa mamiriro ezvinhu ekambani yeToy Head Bubble Mart, muhafu yekutanga ya2023, mari yayo yeIP yakazvimirira uye yakasarudzika yakawedzera ne17% gore negore, uye chikamu cheIP chakabvumidzwa chakawedzera ne40%;

Chikamu chechitatu chinoenderana nezviitiko, tichitora matoyi evana semuenzaniso. Munguva yedenda, matoyi ane zviitiko zvekubika aive akakurumbira pakati pevabereki uye akambokonzera kufarirwa kukuru pamapuratifomu enhau; uye kubvira gore rino, matoyi evana ane zviitiko zvekurara ave anodiwa nevabereki.

Chinonyanya kudiwa neindasitiri yematoyi muChina pari zvino ndechekuwedzera kuwanda kwemusika.

Muna 2022, huwandu hwezvinhu zvekutambisa (kunze kwemitambo) muChina huchava mabhiriyoni 48.36 emadhora ekuAmerica (dhora rimwe chete rekuAmerica rakaenzana ne6.8 yuan), kuwedzera kwe5.6% kupfuura gore rapfuura. Huwandu hwezvinhu zvekutambisa mumusika wemuno muna 2022 huchava mabhiriyoni 88.31 eyuan, kuwedzera kwe3.3% kupfuura gore rapfuura. Kubudirira kweindasitiri iyi kwagara kwakasimba uye kuri nani. Kugadzirwa kwezvitambisa muShantou kunotora hafu yehuwandu hwese hwenyika, uye kunoitawo basa rakakosha mumusika wepasi rose. Gore rapfuura, indasitiri yekugadzira zvitambisa muShantou yakakunda tsika iyi, nekutengeswa kwezvinhu kunze kwenyika kuchidarika mabhiriyoni 14 eyuan uye kukura kwe33%.

Zhang Ying, mutevedzeri wemutungamiri weChina Toy and Baby Products Association, akati pari zvino, indasitiri yematoyi yenyika yangu iri kutarisana nezvinhu zvisina chokwadi zvakaita sekuderera kwekudiwa kwenyika uye kuwedzera kwekudzivirira. Kuti tiwane budiriro inogara kwenguva refu, zvakakosha kukurumidzisa kugadzirwa kwematoyi kwepamusoro-soro, kwakangwara uye kwakangwara. Kugadzira nekuchengetedza girini, uye kukurudzira kutenderera kwemukati nekunze kwenyika. Nezvekugadzira "Chinese Lego", Sun Jiashan anofunga kuti hazvigoneke. Akati mhando yematoyi ekuChina ikozvino inogona kusvika zvizere padanho reLego. Matoyi ane mafashoni nemabhokisi asingaonekwe akaita basa rakanaka kunze kwenyika. Basa rekutanga ragadziriswa. Chinokosha ndechekudzokera pakuvaka IP yako wega uye kushanda pamwe neindasitiri. Cheni inofamba. Iye zvino tichiri mumamiriro ezvinhu apo cheni yega yega yeindasitiri iri kurwira yega. Chinonyanya kudiwa neindasitiri yematoyi yeChina ikozvino kuwedzera huwandu hwemusika, nekuti maIP akabatana. Chero bedzi paine maIP ekutanga, huwandu hweindasitiri huchava hwakakwira.

Gore rapfuura, kutengeswa kwematoyi munyika yangu kuchiri pamusoro pechinyakare, kusvika mabhiriyoni 322.92 eyuan! Mumusika wemuno, Bingdundun, Kodak Duck nezvimwe matoyi emazuva ano zvakaitawo kuti vechidiki vamhanye kuatenga, zvichiwedzera kushandiswa kwazvo. Gore rino, sezvo budiriro yehupfumi hwenyika yangu ichitarisa "kukurudzira kushandiswa, kuwedzera kudiwa kwemuno, uye kudzikamisa kutengeserana kwekunze," indasitiri yematoyi icharamba ichishanda nesimba here kuti ivandudze mashandiro ayo?

Mamiriro emusika akatarisana neindasitiri yematoyi muChina muna 2023 akaomarara uye akaomarara. Kunyangwe kutengesa matoyi munyika yangu kwakakwira zvakanyanya gore rapfuura, nekuwedzera kwegore negore kwe9.1%, izvi zvakakonzerwa nekukwira kwemitengo yezvigadzirwa. Kuti indasitiri iyi inogona kukura zvakadzikama gore rino zvinoenderana nekukura kwemamiriro emusika, uye kune zvakawanda zvisingazivikanwe mune ramangwana.

Zvichienderana neongororo yeChina's Toy Industry Market Analysis and Development Prospects Forecast Report 2024-2029 neChina Research Institute of Industry and Commerce:

Zvinonzi matoyi ekuChina anotora chikamu chinosvika 70% chemusika wepasi rose, uye Guangdong ndiyo nzvimbo huru yekugadzira nekutengesa matoyi munyika yangu. Nekuda kwekuwedzera kuri kuita kushandiswa kwematoyi akadai semamodheru, mifananidzo, zvigadzirwa zvemazuva ano, uye mitambo yekutamba kusvika kuvanhu vakuru mumakore achangopfuura, kushandiswa kwematoyi pasi rose kwakasvika US$100.4 bhiriyoni gore rapfuura, uye saizi yemusika wemuno yakadarikawo RMB 100 bhiriyoni.

Mushure mekupararira kwedenda reCOVID-19, matanho ekudzivirira denda uye ekuzviparadzanisa akambokonzera kuwedzera kwekushandiswa kwematoyi pasi rose, nemapuzzle nemabhuroko ekuvaka nezvimwe matoyi akakodzera kuvaraidzo yevabereki nevana vari kutengeswa zvakanaka mumusika. Zvisinei, panosvika chikamu chechina chegore rapfuura, kuwedzera kwekushandiswa kwematoyi kwakadzikira zviri pachena. Mumisika mikuru miviri yevatengi vematoyi muEurope neUnited States, mushure meKisimusi, kuchine matoyi akawanda asara pamasherufu ezvitoro, uye kutengeswa kwakaderera zvikuru kupfuura gore rapfuura. Makambani ematoyi emarudzi akawanda Hasbro, Disney, Mattel, nezvimwewo ari kutarisana nekumanikidzwa kukuru kwezvinhu uye kusashanda zvakanaka. Vakazivisa kudzingwa basa gore rino, uye tarisiro yemusika haina tariro.

Zvisinei, sezvo matanho ekudzivirira nekudzivirira denda renyika yangu ari kuvandudzwa, maindasitiri ese ari kubudirira, hupfumi huri kudzoka nekukurumidza, uye mukana wekutengesa mukati menyika uri kuburitswa. Munguva yeMutambo weChirimo wegore rino, zviratidzo zvakasiyana-siyana zvekushandiswa kwemunyika zvaive zvinogutsa, uye kukura kwemusika wekutengesa mukati menyika kwaive kwakasimba, izvo zvakapetwa kaviri chivimbo cheindasitiri yematoyi. Gore rino, Shenzhen Toy Fair yakakwezva makambani emuno neekunze anopfuura 1,400 kuti varatidze zvigadzirwa zvavo. Huwandu hwevatengi vakanyoreswa kare hwakaramba huchiwedzerawo. Indasitiri yematoyi ine chishuwo chakasimba chekuwedzera musika, kutora maodha, uye kukurudzira kushandiswa.

Makambani ematoyi ekune dzimwe nyika ari kushanda nesimba kuti asimudzire musika wekuChina. Makambani anozivikanwa eIP ekugadzira mifananidzo akadai se "Disney", "Ultraman" uye "Pokémon" anowanikwa pakuratidzira uku. Makambani mazhinji emhando dzemafashoni emuno akatora nzira yakasiyana uye akakurudzira mafashoni enyika, magadzirirwo emitambo yemauto nezvimwe zvigadzirwa. Makambani anozivikanwa ekuvaka "Senbao", "Qimeng" uye "Xiao Luban" akakurumbira zvikuru panyaya iyi. Kunewo makambani ane tariro nezvesimba rekushandisa matoyi evechidiki, uye akatanga matoyi epamusoro-soro ari mhuka dzinoshanda pamwe chete dzakadai semakatsi nembwa dzemhando yekunyepedzera kuti dzigutse zvavanoda. Marobhoti ekukurukurirana nematoyi, ayo achangobva kukonzera hurukuro dzakaoma munharaunda, anewo zvigadzirwa zvemuenzaniso.

Data rinoratidza kuti muna 2022, matoyi anotengeswa kunze kwenyika (kunze kwemitambo) achava US$48.36 bhiriyoni, kuwedzera kwe5.6% mugore rapfuura, uye kutengeswa kwenyika kunhengo dzeRCEP kuchava US$11.81 bhiriyoni, kuwedzera kwe36.1% mugore rapfuura. Muna 2022, kukosha kwekutengesa vana kuchava US$1.67 bhiriyoni, kuwedzera kwe12.5% ​​mugore rapfuura. Nzvimbo yekutanga yekutumira kunze iUnited States, nemutengo wekutumira kunze uchiwedzera ne12.0% mugore rapfuura. Kukosha kwekutumira kunze kwenyika kunhengo dzeRCEP kuchava US$270 miriyoni, kuwedzera kwe12.5% ​​mugore rapfuura. Mwero wekukura kwegore negore i37.2%. Muna 2022, kutengeswa kwematoyi mumusika wemuno kuchava 88.31 bhiriyoni yuan, kuwedzera kwe3.3% mugore rapfuura. Kutengeswa kwese kwezvitoro zve Mabhodhoro eVacheche ichange iri mabhiriyoni 6.65 eyuan, kuwedzera kwe1.1% kupfuura gore rapfuura. Huwandu hwese hwekutengesa kwengoro dzevana muzvitoro huchasvika mabhiriyoni 14.78 eyuan, kuwedzera kwe1.9% kupfuura gore rapfuura.