Shenzhen Toy try to create their own brands by value-added products – Shenzhen t
Abandoned "OEM" production creates its own brand of traditional industries into high-tech element
Pains, the Shenzhen Toy start creating their own brands dominate the market.
From January to July this year, China Toy Exports 4.18 billion U.S. dollars, increased by only 2.1%, down 22.4 percent year on year increase. China's toy exporters have entered the "winter", Shenzhen Toy Company How? Investigation by the reporter learned from 1 July this year, the city's toy exports 1.257 billion yuan, an increase of more than 9% over the same period last year. In particular, it is commendable that the face of tough competition in the market, the Shenzhen toy industry is trying to find opportunities to step by step, some toy companies began to create their own brands, some toy companies to seize the technological advantage firmly occupy the upstream industry chain. Currently, the city toy breeds the basic pattern update rate and international synchronized.
Toy production base face pain Statistics show that exports of Shenzhen Toys living first in the country for many years. According to reports, the global toy Qi Cheng from China, Shenzhen, China toy exports accounted for four percent. Twentieth century, the early '80s, Shenzhen toy industry from scratch, rapid development. Shenzhen with Hong Kong's strategic location adjacent to attract most of Hong Kong toy manufacturers, they have to move to Shenzhen factory production processes or to set up plants in Shenzhen. 90 In the late twentieth century, the Hong Kong toy manufacturers have moved to Shenzhen to all production processes, product development and sales departments remain in Hong Kong, to form a "front shop" mode of operation, steady development of the toy industry in Shenzhen.
Unfortunately, Shenzhen toy industry has to meet to "do for others are awake," be content to earn a meager processing fees, the toy industry has not formed a strong brand. Disadvantageous position in competition. In recent years, a stronger yuan, rising raw material and labor costs, trade barriers abroad, the growing impact of adverse factors such as strict, many toys Shenzhen OEM production costs increased substantially, margins are thin.
In Longgang, one established in 2002 Plastic Toys Factory workers in the peak reached more than 1,000. Beginning last year, the plant began downsizing, leaving only 400 workers currently live tension. Although raw material prices and wages so that enterprises are facing great pressure doubled, but the general manager admits: "export price increases small toys, can not offset rising material prices and pressure on wages of workers." Is from the company compression management costs on an issue, also reduced the export list in Europe and America. Longgang reporter visited five toy companies is similar.
From OEM to own brand Fortunately, the Shenzhen Toy companies are looking for changes in the road. This reporter recently visited a number of toy companies, half of the companies that are or intend to develop their own products into the domestic market.
In the severe market competition, some toy companies were "forced" to create their own brands on the road, began to "two legs" walk. U.S. Church Plastic Co., Ltd. does not reduce the export market, but this has been created for 25 years, two generations after the founder of the toy factory has established the goal to enter the domestic market. The company's research over a year now develop new products are entering the supermarket across the country.
Into the domestic market is not easy. A toy company told reporters that two years ago, the company began to enter the domestic market, due to enter the market is a strange, ruthless paid a fee, very successful first year, suffered heavy losses, is also just the right track.
Shenzhen toy companies are taking a brand from the OEM to own the road. Founded in 1997, the new state Department of Industrial Co., Ltd. Shenzhen, the production of "color Kwai" brand Plush Toys , Are sold through more than 200 sales outlets throughout the country; Shenzhen, a production of "so cool" brand Skateboard Cars around the country are knocking on the door of the market; Pipi Pipi Bear Bear's many Chinese children are becoming a favorite partner.
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