In recent years, any industry in China has made tremendous progress. The big brothers in the toy industry are naturally not far behind. In recent days, Austrian flying animation, Ningbo Hengxing Toys Co., Ltd. has excluded staff members from displaying new products such as induction cars. Depending on the speed at which the player is swiping the palm, different running speeds are generated.
Toy tankers can gallop in mud, bouncers can bounce over obstacles, and four-axle toy planes can be controlled with smart phones - Chinese toy manufacturers’ technologically creative toys debut at the International Toy Fair in Nuremberg, Germany. With the popularity of smart terminals, the traditional children's toy industry is facing depth adjustments. The smart development trend provides opportunities for the development and innovation of the toy industry.
In 2014, the global toy landscape shuffled again. "Top seed" Mattel's performance was bleak, Barbie "out of favor", sales fell sharply for three consecutive years. Is the Barbie encounter unique to the United States or Thailand, or is it the new normal of the toy industry? As the world’s largest toy production and exporter, how does China need to respond? Renée Rice, an industry expert who is participating in the International Toy Fair in Nuremberg, told this reporter that the sales volume of multiple products of Mattel has fallen, which has its own management reasons, but it also reflects the depth adjustment of the toy industry: figures Technology has brought serious challenges to the traditional toy industry, and it is imperative to focus on creativity and technology integration. For Chinese manufacturers, only by taking the original road and building their own brands can they continue to increase their value.
High-tech toys make a comeback
Product cross-border becomes the norm
The Nuremberg International Toy Fair concluded on the 2nd attracted a total of 2,857 manufacturers from 67 countries and regions. More than 1 million pieces of toys have gathered in the exhibition hall, plush toys, dolls, building blocks, and educational games have still accounted for a large number of traditional toys. Ernst Kirk, CEO of Nuremberg Toys Exhibitions, said in an interview with this reporter that as technology advances, there are more and more electronic toys. Traditional toys and electronic toys are like two parallel lines. According to Meng Chenjun, general manager of Shanghai Spencer MICE Services (Shanghai) Co., Ltd., established in China by Nuremberg Toys & Games, traditional toys have an irreplaceable role. For example, physical toys can give children a sense of “owning,†and building blocks can inspire children’s imagination. .
On the other hand, traditional toys also need to adapt to changes, develop new features, enhance interactivity, and focus on storytelling. In 2014, the Disney cartoon Frozen Toy series sold only one billion US dollars in the United States. Its core element is to tell a good story, to use positive values ​​such as love and kindness to impress people, and then to develop various types of derivatives. product.
According to the survey, the percentage of children under the age of 12 using tablet computers in the United States reached 48%. Of the children aged 7 to 13 years, 2/3 of the respondents prefer to play tablet games instead of traditional toys. The publisher of Toy World magazine stated that technological progress can be a booster to the breakthrough bottleneck of the toy industry, and technology can enhance the relevance of toys and children's lives and experiences and promote innovation.
In this exhibition, there are three toy awards selected by a total of 4 age groups related to the technology. A 0-2 year old baby doll, according to the mechanical design, will automatically rebound back when thrown onto a hard surface. The product that won the 6-10 year old children's toy prize is a small dinosaur of a Canadian company. The dinosaur's eyes are a webcam with his feet rolling on the ball. Touching his head, it shakes his tail to show docileness; throwing a ball, it will excite him like a puppy to lick the ball. It will also work hard to learn the gestures of the small masters and make the appropriate actions.
Lego is a manufacturer of traditional spelling toys, but it also exhibited several cross-border products. For example, placing a piece of Lego with digital functions on a tablet PC with the LEGO program allows the user to start assembling "virtual blocks." Virtual blocks can be combined with real volumes to form new models.
Chinese brands are maturing
Creativity drives value
In 2013, China’s toy exports reached US$24.7 billion, accounting for approximately 70% of the world’s toy market. However, the export processing and sample processing trade are the mainstay, and it is at the bottom of the overall international toy industry division. Meng Chenjun believes that this situation is difficult to change in the short term, mainly because the main market for toys is in Europe and the United States, and the long-term pattern of industrial division of labor is not easy to break. However, Chinese manufacturers are increasingly paying attention to independent innovation and brand building. 70% of the 260 Chinese companies exhibited have their own brands. Ernst Kiecke said that Chinese exhibitors are an important contribution to the Nuremberg Toy Fair.
Chen Wei, business manager of Guangdong Aofei Animation Culture Co., Ltd., introduced that the company’s animated film “Super Pan†will be broadcast on mainstream American animated TV stations in March this year. The cartoon tells the story of a batch of "deformed planes" transporting goods to various countries in the world, introduces the customs and cultures of various countries in the world, and also allows foreign audiences to have more understanding of Chinese characteristics architecture and food culture. He said that Olympian is committed to building an industrial chain from animation to toys, and all kinds of traditional toys and electronic toys supported by Super Feixia are ready.
A wooden dinosaur with a height of nearly two meters was placed at the entrance of the exhibition area of ​​Ningbo Hengxing Toys Co., Ltd. Xiao Xiafen, chairman of the company, said that this dinosaur is the company's original product and has applied for a patent. Xiao Xiafen said that in the future the company will put brand promotion to a more important position. During the interview, the reporter encountered Zhuang Yingjie, the general manager of Shantou City Liancheng Toys Co., Ltd., who was operating a four-axis remote-controlled aircraft carrying a camera. Zhuang Yingjie said that remotely piloted aircraft is now a big hit in the toy industry, and players are increasingly paying attention to the fluency and stability of the flight. The “Flylite†remote-controlled aircraft they produced last year produced and sold 400,000 units and entered the mainstream sales channels in Europe and America. In addition, a tanker and a bouncer launched by Shantou Xinyu Technology Industrial Co., Ltd. are also unique in the market. The tanker can gallop in the mud and in the mountains. The bouncer has three pneumatic tires that bounce off obstacles. Over. There are also the first exhibitors of Xiamen Leweifang Toys Co., Ltd. The magic balls produced by the company can easily form a plane and can also be rotated, which is very suitable for artistic blocks.
Meng Chenjun said that China’s toy industry has core competitiveness in terms of production facilities and processing technologies, but the overall lack of brand promotion experience. Participating in international exhibitions is an important learning and communication opportunity.
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