Yangzhou toy wins with "chi"
This spring, for toy exporters in Yangzhou, it is not "warm." The continued appreciation of the renminbi, the reduction of export tax rebates, and the continuous trade barriers... These have caused entrepreneurs to feel chilly.
However, compared with these unfavorable external factors, the news from the interior of the Yangzhou toy company is very gratifying: smart toys that would say, laugh, sing, and dance will be successfully launched, and will be exhibited in Canton Fair in May; The educational plush toys of the early education industry are under development; the Dream Toys series are under development...
Yangzhou toy enterprises brewing in the pain of the wonderful "turn."
Three major challenges faced by export enterprises
Since the Spring Festival, Chen Qiang, general manager of Yangzhou Hongyang Toys Co., Ltd. has been busy every day. "Today, it's not easy to make toys. There are pressures inside and outside, and you can't describe it as 'unprecedented'."
Chen Qiang said that last year, toy companies experienced a recall incident. After the recall, Europe and the United States raised the entry threshold for the toy market. Not only that, the state has lowered the tax rebate for toy exports by a large margin. This year, the wages of employees and the raw and auxiliary materials have risen sharply. These tests the viability of toy companies.
“Under the influence of three factors, the overall benefit of Yangzhou toy companies is declining!†Recently, Wang Bin, Secretary General of the Toy Association of the City, investigated the results. Wang Bin worriedly stated that at present, toy export enterprises in Yangzhou are facing the test of three major aspects. First, the internal wage level of the enterprises rises. The wages of employees of toy companies now account for 1/3 of the cost of enterprises, but only accounted for in the past. 1/5; Second, from the country, the export tax rebate was lowered, the renminbi was appreciated, and the raw and auxiliary materials were increased. The third was from the international side. Europe and the United States continued to increase trade barriers and raise the export threshold. Recently, Europe and the United States have successively heard news that they plan to issue new toy management proposals to solve the quality problems that frequently arise from toys from China.
Wang Bin said that there are more than 1,000 toy manufacturing enterprises in Yangzhou and the number of employees is 100,000. The industry has a significant impact. Recently, he will feedback the results of the survey to the relevant departments, hoping that the status quo in the current toy industry has attracted more extensive attention.
Breakout in a bad situation
In bad times, Yangzhou toy companies did not respond negatively, but brewing the transformation and seeking to break through. Chairman of the Toy Association of the City and Liu Zhong, general manager of Yangzhou Lida Mobile Toys Co., Ltd. introduced that at present, most toy companies have increased investment in science and technology, and toy products have become intelligent. They will say, laugh, sing, dance, and will. Luminous, greatly increasing the selling point. In addition, some companies use computer three-dimensional design technology to accelerate the development of new products, and provide technical support for shortening time for large samples and obtaining larger orders.
The “Intelligent Literacy Dog†designed by Lida Toys can recognize Chinese characters through the use of electronic information technology. This is a “creation†with independent intellectual property rights, and the company is developing “electronic bears†and “electronic catsâ€. And so on, not only can play songs, but also can download songs through the computer to the built-in memory of the toy to meet more needs.
In addition, the toy industry also actively seeks to engage with other industries in order to achieve innovation and exciting "face change." A company in the Weiyang District is developing a series of characters in the Dream of the Red Chamber in a joint art college and plans to bring the products to market before and after the new TV series “Dream of Red Mansions†is broadcast. Aaron Toys Co., Ltd. has linked the product to "Super Girl" and is very popular with the market.
Call for more "Yangzhou Creation"
All along, we are proud of the "big" toys of Yangzhou: 1/3 of the plush toys on the international market are made in "Made in China," and 70% of the plush toys in China are made in "Yangzhou." A reality that many companies may not be willing to face is that nearly 90% of foreign trade companies in Yangzhou rely on “OEM†production and processing. In response to this situation, the industry has called for more than once, Yangzhou toy companies must have more from the "manufacturing" to "creation", companies should regard the current difficulties as a good opportunity to achieve self-improvement.
According to industry insiders, the difference between "manufacture" and "creation" is the huge contrast of economic benefits. He gave an example of this: The toy "Love Bear" is composed of a disc and a plush bear. The core of the design is a disc. The disc is an animated story about a loving bear. First, the customer likes animation. Like toys, this is the designer's marketing ideas. In the United States, a "love bear" produced in Yangzhou can sell for more than 10 US dollars, while processing fees for Yangzhou toy companies are only more than 2 US dollars.
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