Ukuhlaziywa kwesu lokuthuthukiswa kwemboni yamathoyizi

Esikhathini esidlule, amathoyizi aseShayina ayethunyelwa kwamanye amazwe ikakhulukazi. Ngemva kweminyaka eminingi yentuthuko, izwe lami selisungule amabhande amaningi embonini yamathoyizi avuthiwe, okuhlanganisa i-Qingdao Plush Toy Industry Belt, i-Yangzhou Plush Toy Industry Belt, i-Yiwu Toy Industry Belt, ne-Chenghai. Amabhulokhi Okwakha Ibhande Lemboni kanye nebhande Lemboni Yamathoyizi laseDongguan. Lezi zimboni zikhiqiza cishe izingxenye ezimbili kwezintathu zamathoyizi omhlaba.

Kodwa-ke, ngenxa yokuntuleka kolwazi ekudaleni imikhiqizo eqhumayo, ukusebenza kwe-inthanethi, ukumaketha kanye nokukhushulwa, njll., izinkinga ezinjengokuthi "akukho mathoyizi asekhaya adumile", "ukungazi kahle komkhiqizo", kanye "nokungabikho kwemikhiqizo eqhumayo kumathoyizi asemfashinini" sezivele zivelele kakhulu. Indlela yokuhlela ukuthengisa okusha ku-inthanethi Sekuyinkinga enzima ebhekene nabathengisi bomkhiqizo.

Ngakolunye uhlangothi, izinhlobo zamathoyizi aphesheya kwezilwandle ezidumile zinesakhiwo sebhizinisi esidlulela ngale kwamathoyizi. Zakha "ukuthengisa okuhlanganisiwe" ngamathoyizi namanye amabhizinisi ukuze zithuthukise isithombe somkhiqizo wazo futhi zithuthukise ukunamathela komsebenzisi. UDing Juan utshele izintatheli ukuthi, "Esikhathini esidlule, lapho abathengi bekhuluma ngezinto zokwakha, babecabanga ngeLego, kodwa ngaphezu kwamathoyizi, ibhizinisi leLego lihlanganisa nama-movie, ezokuvakasha kwamasiko, imfundo kanye nezinye izakhiwo zebhizinisi." IBandai Namco iphinde ihlanganise umdlalo, amathoyizi, umsindo nokubukwayo, i-inthanethi kanye nezindawo zemidlalo.

Kodwa-ke, sekuvele abashayeli abasha bentuthuko embonini yamathoyizi, nabo ababa umshayeli obalulekile wokuthuthukiswa nokuguqulwa kwebhande lezimboni. Okokuqala ku-inthanethi. Idatha ye-Euromonitor ikhombisa ukuthi ngo-2018, iziteshi eziku-inthanethi zazibalelwa ku-25% wemboni yamathoyizi, futhi leli nani likhuphuke laya ku-44% ngo-2022.

Okwesibili yi-IP. Ucwaningo olufanele lwabasebenzisi lubonisa ukuthi ama-38.9% abasebenzisi abadala babheka "i-IP yabo abayithandayo" lapho benza izinqumo zokuthenga. Uma sibheka isimo senkampani yamathoyizi i-Bubble Mart, engxenyeni yokuqala ka-2023, imali engenayo yayo ye-IP ezimele nekhethekile ikhuphuke ngo-17% unyaka nonyaka, kanti ingxenye ye-IP egunyaziwe ikhuphuke ngo-40%;

Isici sesithathu sisekelwe ezigcawini, sithatha amathoyizi ezingane njengesibonelo. Ngesikhathi sobhubhane, amathoyizi anezigcawu zokupheka ayethandwa kakhulu ngabazali futhi ake aba nomthelela omkhulu ezinkundleni zokuxhumana; futhi kusukela kulo nyaka, amathoyizi ezingane anezigcawu zokulala abe yintandokazi phakathi kwabazali.

Okudingwa kakhulu yimboni yamathoyizi yaseShayina manje ukwandisa ukugxilwa emakethe.

Ngo-2022, umthamo wokuthunyelwa kwamanye amazwe wamathoyizi aseShayina (ngaphandle kwemidlalo) uzoba amadola aseMelika ayizigidigidi ezingama-48.36 (idola laseMelika eli-1 lilingana nama-yuan ayi-6.8), okuwukwenyuka kwama-5.6% kunonyaka odlule. Ukuthengiswa okuphelele kwamathoyizi emakethe yasekhaya ngo-2022 kuzoba ama-yuan ayizigidigidi ezingama-88.31, ukwenyuka kwama-3.3% kunonyaka odlule. Intuthuko yale mboni ngokuvamile izinzile futhi iyathuthuka. Ukukhiqizwa kwamathoyizi eShantou kubalelwa cishe ingxenye yenani lezwe, futhi kudlala indima ebalulekile emakethe yomhlaba wonke. Ngonyaka odlule, imboni yokudala yamathoyizi eShantou yanqoba lo mkhuba, lapho ukuthunyelwa kwamanye amazwe kudlula ama-yuan ayizigidigidi eziyi-14 kanye nesilinganiso sokukhula sama-33%.

UZhang Ying, iphini likamongameli we-China Toy and Baby Products Association, uthe njengamanje, imboni yamathoyizi yezwe lami ibhekene nezici ezingaqinisekile njengokunciphisa isidingo somhlaba wonke kanye nokukhula kokuvikelwa. Ukuze kufezwe intuthuko eqhubekayo yesikhathi eside, kubalulekile ukusheshisa ukukhiqizwa kwamathoyizi okusezingeni eliphezulu, okuhlakaniphile nokuhlakaniphile. Ukuthuthukiswa nokwakhiwa kwezitshalo, kanye nokukhuthaza ukusakazwa okubili kwasekhaya nakwamanye amazwe. Ngokuphathelene nokudala i-"Chinese Lego", uSun Jiashan ucabanga ukuthi akunakwenzeka. Uthe ikhwalithi yamathoyizi aseShayina manje ingafinyelela ngokugcwele ezingeni le-Lego. Amathoyizi asemfashinini namabhokisi angaboni enze umsebenzi omuhle phesheya kwezilwandle. Umsebenzi othile oyisisekelo usuxazululiwe. Isihluthulelo ukubuyela ekwakheni i-IP yakho futhi ubambisane nemboni. Uchungechunge luyaqhubeka. Manje sisesesimweni lapho uchungechunge ngalunye lwezimboni lulwa lodwa. Okudingwa kakhulu yimboni yamathoyizi yaseShayina manje ukwandisa ukuhlushwa kwemakethe, ngoba ama-IP aboshwe ndawonye. Uma nje kukhona ama-IP okuqala, ukuhlushwa kwemboni kuzoba phezulu ngokwemvelo.

Ngonyaka odlule, ukuthunyelwa kwamanye amazwe kwamathoyizi ezweni lami kusafinyelele ezingeni eliphezulu kakhulu, kwafinyelela ku-322.92 billion yuan! Emakethe yasekhaya, iBingdundun, iKodak Duck kanye namathoyizi ahlukahlukene asemfashinini nakho kwabangela intsha ukuba igijimele ukuwathenga, okwakhulisa kakhulu ukusetshenziswa kwawo. Kulo nyaka, njengoba intuthuko yezomnotho yezwe lami igxile "ekukhuthazeni ukusetshenziswa, ekwandiseni isidingo sasekhaya, kanye nasekuqiniseni ukuhweba kwamanye amazwe," ingabe imboni yamathoyizi izoqhubeka nokusebenza kanzima ukuthuthukisa ukusebenza kwayo?

Isimo semakethe esibhekene nemboni yamathoyizi yaseShayina ngo-2023 siyinkimbinkimbi futhi sinzima. Nakuba ukuthunyelwa kwamanye amazwe kwamathoyizi ezweni lami kufinyelele ezingeni eliphezulu ngonyaka odlule, ngokunyuka konyaka nonyaka okungu-9.1%, lokhu kwakubangelwa ngokwengxenye ukwenyuka kwamanani emikhiqizo. Ukuthi imboni ingakhula kancane kancane kulo nyaka kuncike ekuthuthukisweni kwezimo zemakethe, futhi kunezinto eziningi ezingaqinisekile esikhathini esizayo.

Ngokusho kokuhlaziywa koMbiko Wokubikezela Imakethe Yamathoyizi kanye Nokuthuthukiswa Kwamathemba Entuthuko waseShayina ka-2024-2029 yi-China Research Institute of Industry and Commerce:

Kubikwa ukuthi amathoyizi aseShayina abiza cishe u-70% wemakethe yomhlaba, kanti iGuangdong iyindawo enkulu kunazo zonke yokukhiqiza amathoyizi kanye nokuthumela kwamanye amazwe ezweni lami. Ngenxa yokwanda okusheshayo kokusetshenziswa kwamathoyizi afana namamodeli, izithombe, imikhiqizo yesimanje, kanye nama-consoles emidlalo kubantu abadala eminyakeni yamuva nje, ukusetshenziswa kwamathoyizi emhlabeni wonke kufinyelele ku-US$100.4 billion ngonyaka odlule, kanti usayizi wemakethe yasekhaya nawo udlule ku-RMB 100 billion.

Ngemva kokugqashuka kobhubhane lwe-COVID-19, izindlela zokulwa nobhubhane kanye nokuhlukanisa abantu zake zabangela ukwanda kokusetshenziswa kwamathoyizi emhlabeni wonke, ngamaphazili kanye namabhlogo okwakha kanye namanye amathoyizi afanelekela ukuzijabulisa kwabazali nengane ekhaya athengiswa kahle emakethe. Kodwa-ke, ngekota yesine yonyaka odlule, ukwanda kokusetshenziswa kwancipha ngokusobala. Ezimakethe ezimbili ezinkulu zabathengi bamathoyizi eYurophu nase-United States, ngemuva kukaKhisimusi, Kusenamathoyizi amaningi asele emashalofini ezitolo ezinkulu, futhi ukuthengiswa kuphansi kakhulu kunonyaka odlule. Izinkampani zamathoyizi zamazwe ngamazwe i-Hasbro, i-Disney, i-Mattel, njll. zonke zibhekene nengcindezi enkulu yempahla kanye nokusebenza okubi. Zimemezele ukuxoshwa emsebenzini kulo nyaka, futhi umbono wemakethe awuthembisi.

Kodwa-ke, njengoba izinyathelo zokuvimbela nokulawula ubhubhane zezwe lami zithuthukiswa, zonke izimboni ziyachuma, umnotho uyalulama ngokushesha, futhi amathuba okuthengisa asekhaya ayakhululwa. Ngesikhathi seNtwasahlobo yalo nyaka, izinkomba ezahlukahlukene zokusetshenziswa kwasekhaya zazanelisa, futhi ukukhula kwemakethe yokuthengisa yasekhaya kwakunamandla, okwaphinda kabili ukuzethemba kwemboni yamathoyizi. Kulo nyaka, iShenzhen Toy Fair yaheha izinkampani zasekhaya nezakwamanye amazwe ezingaphezu kuka-1,400 ukuze zibonise imikhiqizo yazo. Inani labathengi ababhalise kusengaphambili nalo laqhubeka nokukhula. Imboni yamathoyizi inesifiso esinamandla sokwandisa imakethe, ukuthola ama-oda, nokukhuthaza ukusetshenziswa.

Imikhiqizo yamathoyizi angaphandle ngokusobala isebenza kanzima ukuthuthukisa imakethe yaseShayina. Uchungechunge lwe-IP oludumile lwe-animation olufana ne-"Disney", "Ultraman" kanye ne-"Pokémon" luyatholakala kulo mbukiso. Izinkampani eziningi zemikhiqizo yasekhaya zithathe indlela ehlukile futhi zakhuthaza imfashini kazwelonke, uchungechunge olunesihloko sezempi kanye neminye imikhiqizo. Imikhiqizo yokwakha eyaziwayo i-"Senbao", "Qimeng" kanye ne-"Xiao Luban" ivelele kakhulu kulokhu. Kukhona nezinkampani ezinethemba ngamandla okusebenzisa amathoyizi entsha, futhi ziqalise amathoyizi athambile ayizilwane ezihambisanayo njengezinja nezinja zokulingisa ukuze zihlangabezane nezidingo zazo. Amarobhothi engxoxo namathoyizi, asanda kuvusa izingxoxo ezishisayo emphakathini, nawo anemikhiqizo ye-prototype.

Idatha ikhombisa ukuthi ngo-2022, ukuthunyelwa kwamanye amazwe kwamathoyizi ezweni lami (ngaphandle kwemidlalo) kuzoba yi-US$48.36 billion, ukwanda ngo-5.6% ngonyaka odlule, kanti ukuthunyelwa kwamanye amazwe emazweni angamalungu e-RCEP kuzoba yi-US$11.81 billion, ukwanda ngo-36.1% ngonyaka odlule. Ngo-2022, inani lokuthunyelwa kwamanye amazwe lama-strollers ezingane lizoba yi-US$1.67 billion, ukwanda ngo-12.5% ​​kunonyaka odlule. Indawo yokuqala yokuthunyelwa kwamanye amazwe yi-United States, kanti inani lokuthunyelwa kwamanye amazwe lizokhuphuka ngo-12.0% kunonyaka odlule. Inani lokuthunyelwa kwamanye amazwe emazweni angamalungu e-RCEP lizoba yi-US$270 million, ukwanda ngo-12.5% ​​kunonyaka odlule. Izinga lokukhula lonyaka lingu-37.2%. Ngo-2022, ukuthengiswa okuphelele kwamathoyizi emakethe yasekhaya kuzoba yi-yuan eyizigidigidi ezingama-88.31, ukwanda ngo-3.3% kunonyaka odlule. Ukuthengiswa okuphelele kwezitolo Amabhodlela Ezingane kuzoba yi-yuan eyizigidigidi eziyi-6.65, okuwukwenyuka ngo-1.1% kunonyaka odlule. Inani eliphelele lokuthengiswa kwezinqola zezingane lizofinyelela ku-yuan eyizigidigidi eziyi-14.78, okuwukwenyuka ngo-1.9% kunonyaka odlule.