Uhlalutyo lwesicwangciso sophuhliso lweshishini leethoyi

Ngaphambili, iithoyi zaseTshayina zazithunyelwa kwamanye amazwe ikakhulu. Emva kweminyaka yophuhliso, ilizwe lam liye laseka iibhanti ezininzi zoshishino lweethoyi ezivuthiweyo, kuquka iQingdao Plush Toy Industry Belt, iYangzhou Plush Toy Industry Belt, iYiwu Toy Industry Belt, neChenghai. Iibhloko zokwakha Ibhanti yoShishino kunye neBhanti yoShishino lweeToy zaseDongguan. Ezi shishini zivelisa malunga nesibini kwisithathu sezinto zokudlala zehlabathi.

Nangona kunjalo, ngenxa yokungabikho kwamava ekudaleni iimveliso eziqhumayo, imisebenzi ye-intanethi, ukuthengisa kunye nokukhuthaza, njl.njl., iingxaki ezinje "ngokungabikho kwezinto zokudlala zasekhaya ezidumileyo", "ulwazi olungonelanga lwebhrendi", kunye "nokungabikho kwezinto eziqhumayo kwiithoyi zefashoni" ziye zanda kakhulu. Indlela yokucwangcisa ukuthengisa okutsha kwi-intanethi Ibe yingxaki enzima ejongene nabathengisi bebhrendi.

Kwelinye icala, iimpawu zokudlala zaphesheya ezidumileyo zinesakhiwo seshishini esidlulela ngaphaya kwezinto zokudlala. Zenza "ukuthengiswa okuthe kratya" kunye nezinto zokudlala kunye namanye amashishini ukuze baphucule umfanekiso wophawu lwabo kunye nokuphucula ukunamathela komsebenzisi. UDing Juan uxelele iintatheli, "Ngaphambili, xa abathengi bekhankanya izinto zokwakha, babecinga ngeLego, kodwa ukongeza kwizinto zokudlala, ishishini leLego likwabandakanya iimuvi, ukhenketho lwenkcubeko, imfundo kunye nezinye iindlela zoshishino." IBandai Namco ikwabandakanya imidlalo, izinto zokudlala, izixhobo zomsindo, i-intanethi kunye nezixhobo zemidlalo.

Nangona kunjalo, kuye kwavela abaqhubi abatsha bophuhliso kwishishini leethoyi, nabo abaye baba ngumqhubi obalulekileyo wokuphuculwa nokuguqulwa kwebhanti yemizi-mveliso. Eyokuqala ikwi-intanethi. Idatha ye-Euromonitor ibonisa ukuba ngo-2018, iitshaneli ezikwi-intanethi zazibandakanya i-25% yeshishini leethoyi, kwaye eli nani linyuke laya kwi-44% ngo-2022.

Okwesibini yi-IP. Uphando olusebenzayo lwabasebenzisi lubonisa ukuba ama-38.9% abasebenzisi abadala bacinga "nge-IP yabo abayithandayo" xa besenza izigqibo zokuthenga. Xa sijonga imeko yenkampani yeetoy head iBubble Mart, kwisiqingatha sokuqala sowama-2023, ingeniso yayo ye-IP ezimeleyo neyodwa inyuke nge-17% unyaka nonyaka, kwaye inxalenye ye-IP egunyazisiweyo inyuke nge-40%;

Inkalo yesithathu isekelwe kwimiboniso, sithatha amathoyizi abantwana njengomzekelo. Ngexesha lobhubhane, amathoyizi anemiboniso yokupheka ayethandwa kakhulu ngabazali kwaye ngaphambili abangela ukuthandwa okukhulu kumaqonga oluntu; kwaye ukusukela kulo nyaka, amathoyizi abantwana anemiboniso yokulala aye aba yintandokazi phakathi kwabazali.

Eyona nto ifunwa kakhulu lishishini lezinto zokudlala laseTshayina ngoku kukwandisa ukugxila kwimarike.

Ngowama-2022, umthamo wokuthunyelwa kwamanye amazwe kweethoyi zaseTshayina (ngaphandle kwemidlalo) uza kuba yi-48.36 yeebhiliyoni zeedola zaseMelika (idola yaseMelika e-1 ilingana ne-6.8 yuan), ukunyuka kwe-5.6% kunonyaka ophelileyo. Intengiso iyonke yeethoyi kwimarike yasekhaya ngo-2022 iza kuba yi-88.31 yeebhiliyoni zeeyuan, ukunyuka kwe-3.3% kunonyaka ophelileyo. Uphuhliso lweli shishini ngokubanzi luzinzile kwaye luyaphucuka. Imveliso yeethoyi yaseShantou ithatha malunga nesiqingatha sexabiso lilonke lelizwe, kwaye ikwadlala indima ebalulekileyo kwimarike yehlabathi. Kunyaka ophelileyo, ishishini lokudala iithoyi laseShantou liye latshintsha le ndlela, kunye nokuthunyelwa kwamanye amazwe okungaphezulu kwe-14 yeebhiliyoni zeeyuan kunye nezinga lokukhula le-33%.

UZhang Ying, usekela-mongameli we-China Toy and Baby Products Association, uthe okwangoku, ishishini lamathoyizi lelizwe lam lijongene nezinto ezingaqinisekanga ezifana nokunciphisa imfuno yehlabathi kunye nokunyuka kokhuseleko. Ukuze kufezekiswe uphuhliso oluzinzileyo lwexesha elide, kuyimfuneko ukukhawulezisa ukuveliswa kwamathoyizi okuphezulu, okukrelekrele nokukrelekrele. Ukuveliswa kunye nokulima, kunye nokukhuthaza ukujikeleza kabini kwasekhaya nakwamanye amazwe. Ngokuphathelele ukudala "iLego yaseTshayina", uSun Jiashan ucinga ukuba akunakwenzeka. Uthe umgangatho wamathoyizi aseTshayina ngoku unokufikelela ngokupheleleyo kwinqanaba leLego. Amathoyizi anesitayile kunye neebhokisi ezingaboniyo zenze umsebenzi olungileyo phesheya. Umsebenzi osisiseko usonjululwe. Isitshixo kukubuyela ekwakheni i-IP yakho kwaye usebenzisane neshishini. Ikhonkco liyadlula. Ngoku sisekwimeko apho ikhonkco ngalinye lemizi-mveliso lilwa lodwa. Into efunekayo kakhulu kushishino lwamathoyizi lwaseTshayina ngoku kukunyusa uxinaniso lwemarike, kuba ii-IP zibotshelelwe kunye. Logama nje kukho ii-IP zokuqala, uxinaniso lwemizi-mveliso luya kuba phezulu ngokwemvelo.

Kunyaka ophelileyo, ukuthunyelwa kwamanye amazwe kweethoyi zelizwe lam kusafikelele kwinqanaba eliphezulu, kufikelela kwi-322.92 yeebhiliyoni zeerandi zeerandi! Kwimarike yasekhaya, iBingdundun, iKodak Duck kunye neethoyi ezahlukeneyo zefashoni nazo zibangele ukuba abantu abaselula bakhawuleze ukuzithenga, nto leyo eyandisa kakhulu ukusetyenziswa kwazo. Kulo nyaka, njengoko uphuhliso loqoqosho lwelizwe lam lugxile "ekukhuthazeni ukusetyenziswa, ekwandiseni imfuno yasekhaya, nasekuzinziseni urhwebo lwangaphandle," ngaba ishishini leethoyi liza kuqhubeka nokusebenza nzima ukuphucula ukusebenza kwalo?

Imeko yemarike ejongene neshishini lezinto zokudlala laseTshayina ngo-2023 inzima kwaye inzima. Nangona ukuthunyelwa kwamanye amazwe kwezinto zokudlala kwilizwe lam kufikelele kwinqanaba eliphezulu kunyaka ophelileyo, ngokonyuka kwe-9.1% unyaka nonyaka, oku kungenxa yokunyuka kwamaxabiso emveliso. Ukuba eli shishini linokukhula ngokuthe chu kulo nyaka kuxhomekeke kuphuhliso lweemeko zemarike, kwaye kukho ukungaqiniseki okuninzi kwixesha elizayo.

Ngokwengxelo yoHlalutyo lweMarike yeShishini lamaThoyizi laseTshayina kunye neNgxelo yokuQikelelwa kwamathemba oPhuhliso ka-2024-2029 yiZiko loPhando loShishino noRhwebo laseTshayina:

Kubikwa ukuba izinto zokudlala zaseTshayina zimalunga ne-70% yemarike yehlabathi, kwaye iGuangdong yeyona ndawo inkulu yemveliso yezinto zokudlala kunye nokuthumela kwamanye amazwe kwilizwe lam. Ngenxa yokwanda ngokukhawuleza kokusetyenziswa kwezinto zokudlala ezifana neemodeli, imifanekiso, iimveliso zefashoni, kunye nezixhobo zemidlalo kubantu abadala kwiminyaka yakutshanje, ukusetyenziswa kwezinto zokudlala kwihlabathi liphela kufikelele kwi-US $100.4 yeebhiliyoni kunyaka ophelileyo, kwaye ubungakanani bemarike yasekhaya budlule kwi-RMB 100 yeebhiliyoni.

Emva kokuqhambuka kobhubhane we-COVID-19, amanyathelo okulwa nobhubhane kunye nokwahlulwa kwabantu aseke abangela ukwanda kokusetyenziswa kweethoyi kwihlabathi liphela, kunye neephazili kunye neebhloko zokwakha kunye nezinye izinto zokudlala ezifanelekileyo ukonwabisa abazali nabantwana ekhaya ezithengiswa kakhulu kwimarike. Nangona kunjalo, kwikota yesine yonyaka ophelileyo, ukwanda kokusetyenziswa kweethoyi kuye kwehla ngokucacileyo. Kwiimarike ezimbini ezinkulu zabathengi beethoyi eYurophu nase-United States, emva kweKrisimesi, kusekho izinto zokudlala ezininzi ezisele kwiishelufu zeevenkile ezinkulu, kwaye intengiso iphantsi kakhulu kunonyaka ongaphambili. Iinkampani zeethoyi zamazwe ngamazwe iHasbro, iDisney, iMattel, njl. zonke zijongene noxinzelelo olukhulu lwezinto ezisetyenzisiweyo kunye nokusebenza kakubi. Zibhengeze ukuyekiswa emsebenzini kulo nyaka, kwaye imbonakalo yemarike ayithembisi.

Nangona kunjalo, njengoko amanyathelo okuthintela nokulawula ubhubhane welizwe lam ephuculwa, onke amashishini ayachuma, uqoqosho luyaphucuka ngokukhawuleza, kwaye amandla okuthengisa asekhaya ayakhululwa. Ngexesha leMnyhadala weNtwasahlobo walo nyaka, izalathisi ezahlukeneyo zokusetyenziswa kwekhaya zazanelisa, kwaye ukukhula kwemarike yokuthengisa yasekhaya kwakuqinile, nto leyo eyaphinda kabini ukuzithemba kweshishini lezinto zokudlala. Kulo nyaka, iShenzhen Toy Fair itsale iinkampani zasekhaya nezangaphandle ezingaphezu kwe-1,400 ukubonisa iimveliso zazo. Inani labathengi ababhalisiweyo kwangaphambili nalo liqhubekile nokunyuka. Ishishini lezinto zokudlala linomnqweno omkhulu wokwandisa imarike, ukubamba ii-odolo, kunye nokukhuthaza ukusetyenziswa.

Iimpawu zokudlala zamanye amazwe ngokucacileyo zisebenza nzima ukuphuhlisa imakethi yaseTshayina. Uthotho lwe-animation IP oludumileyo olufana ne-"Disney", "Ultraman" kunye ne-"Pokémon" lufumaneka kulo mboniso. Iinkampani ezininzi zeempawu zasekhaya zithathe indlela eyahlukileyo kwaye zikhuthaza imfashini yesizwe, uthotho olunemixholo yomkhosi kunye nezinye iimveliso. Iimpawu zokwakha ezaziwayo "Senbao", "Qimeng" kunye ne-"Xiao Luban" zivelele kakhulu kule nkalo. Kukwakho neenkampani ezinethemba ngamandla okusebenzisa iithoyi kulutsha, kwaye ziqalise iithoyi ezithambileyo ezizizilwanyana ezincedisayo ezifana neekati nezinja zokulinganisa ukuhlangabezana neemfuno zazo. Iirobhothi zencoko kunye neethoyi, ezisandula ukuvusa iingxoxo ezishushu kuluntu, nazo zinemveliso yeprototype.

Idatha ibonisa ukuba ngo-2022, ukuthunyelwa kwamanye amazwe kwamathoyizi (ngaphandle kwemidlalo) kwilizwe lam kuya kuba yi-US $48.36 yeebhiliyoni, ukunyuka kwe-5.6% kunyaka ophelileyo, kwaye ukuthunyelwa kwamanye amazwe kumazwe angamalungu e-RCEP kuya kuba yi-US $11.81 yeebhiliyoni, ukunyuka kwe-36.1% kunyaka ophelileyo. Ngo-2022, ixabiso lokuthunyelwa kwamanye amazwe kwama-strollers abantwana liya kuba yi-US $1.67 yeebhiliyoni, ukunyuka kwe-12.5% ​​kunyaka ophelileyo. Indawo yokuqala yokuthunyelwa kwamanye amazwe yi-United States, kunye nexabiso lokuthunyelwa kwamanye amazwe linyuka nge-12.0% kunyaka ophelileyo. Ixabiso lokuthunyelwa kwamanye amazwe kumazwe angamalungu e-RCEP liya kuba yi-US $270 yezigidi, ukunyuka kwe-12.5% ​​kunyaka ophelileyo. Izinga lokukhula ngonyaka liyi-37.2%. Ngo-2022, ukuthengiswa okupheleleyo kwamathoyizi kwimarike yasekhaya kuya kuba yi-88.31 yeebhiliyoni zeeyuan, ukunyuka kwe-3.3% kunyaka ophelileyo. Ixabiso lilonke lokuthengiswa kwamathoyizi Iibhotile zeentsana iza kuba yi-6.65 yeebhiliyoni zeeyuan, ukunyuka kwe-1.1% kunonyaka ophelileyo. Ixabiso lilonke lentengiso yee-strollers zabantwana liza kufikelela kwi-14.78 yeebhiliyoni zeeyuan, ukunyuka kwe-1.9% kunonyaka ophelileyo.