(Economic Observation) The epidemic promotes the global toy market to relocate cross-border e-commerce into a new force in exports

　　China News Service, Guangzhou, March 15 (Reporter Guo Jun) The global pandemic of the new crown pneumonia epidemic has spawned many new business formats and new models, injecting new momentum into the transformation and sustainable development of the traditional economy.

This year the world's first large-scale professional toy exhibition-"The 33rd International Toys and Educational Products (Shenzhen) Exhibition" will be held in Shenzhen International Convention and Exhibition Center from March 30 to April 1.

At that time, more than 1,400 exhibitors in the categories of toys, strollers, baby products, and IP derivatives will compete in the same field. Hundreds of thousands of new products will debut in the world, jointly demonstrating the new trends and new forces of the toy economy.

　　China is the world's largest toy producer and exporter.

The reporter learned from the organizer that due to the impact of the new crown pneumonia epidemic, the operation of China's toy industry was hit hard last year. Product exports from January to February dropped sharply by 25.7% year-on-year.

In the second quarter, under the support of the national resumption of work and production policy, enterprise production gradually returned to normal. The export of toys for the whole year was 231.73 billion yuan, a year-on-year increase of 7.7%.

　　Corresponding to the recovery of production capacity, the pattern of the global toy market has quietly changed.

Although European and American countries are still the world's largest toy consumer market, toy consumption in emerging economies is growing rapidly.

Guangdong is China’s largest toy production and export base. Under the epidemic last year, toy exports to the 27 EU countries fell by 5.4% and the North American Free Trade Area fell by 0.64%. However, exports to ASEAN increased by 9.09%, and the Middle East increased by 10.8%. The exports of countries along the route are all growing positively, among which 16 countries in West Asia and North Africa have increased by 10.7%, and the world toy consumer market has become more diversified.

　　Li Zhuoming, a senior expert in the industry and chairman of the Guangdong Toy Association, pointed out that in 2021, the international toy market will have both opportunities and challenges: on the one hand, due to the serious overseas epidemic, the originally imperfect industrial chain of Southeast Asian countries has been greatly damaged, and the technology of toy multinational companies Demanding orders have to be invested in Chinese companies. It is expected that orders from processing trade companies will continue to be relatively abundant in the fourth quarter of last year. On the other hand, due to the epidemic, overseas businesses’ participation in professional exhibitions and procurement at origins have been blocked. Chinese toys The export of enterprise's own brand products is still not optimistic.

　　Therefore, Li Zhuoming suggested that companies actively increase product promotion efforts, clear product circulation channels in many ways, and especially develop online trade.

He especially pointed out that the implementation of epidemic prevention and home isolation measures has allowed parents to spend more time with their children. The sales of puzzles, building blocks, intellectual toys, game consoles and other types of toys have increased greatly, whether it is in overseas markets or domestic markets in China. which performed.

　　Li Zhuoming said that last year, new business formats such as toy e-commerce, cross-border e-commerce, and live streaming were very active. Cross-border e-commerce developed by leaps and bounds and became one of the main players in toy exports. Guangdong toy exports accounted for about 70% of the country. Last year, the number of products exported by Guangdong toys in the form of "other trade" (including cross-border e-commerce) increased by 61.7% year-on-year, and the volume rose to 25.73% of the export value, which is almost equal to "processing trade" and "general trade". .

In 2019, before the outbreak of the epidemic, Guangdong's toy "other trade" exports accounted for only 15.94%.

　　China's toy industry has always been export-oriented, and how the industry develops under the new situation has attracted attention.

It is reported that the industry has several consensuses on this: One is to leverage IP to empower the industry.

With the development of China's economy, the improvement of living standards, and the habits of the new generation of consumers, the current China's authorized derivatives market is entering a period of rapid growth, and the market scale continues to expand.

In 2020, MINISO and Bubble Mart will be listed in the United States and Hong Kong successively, allowing the industry to see the huge commercial value of IP-based derivative products and trendy toys; the second is to focus on the development of various emerging and cross-border channels. Including fashion brand chain stores, gift boutiques, chain convenience stores, movie theaters, bookstores, children's playgrounds, etc., actively constructing new scenes of various toy consumption; third, insisting on the strategy of building well-known brands.

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