[Explanation] In recent years, Chaowan has become the new favorite of China's "Gen Z". They reflect their lifestyles and attitudes through Chaowan. They open blind boxes with friends, and visiting Chaowan stores has gradually become a new way of socializing.

As a major province of toys, Guangdong Province has formed a number of toy production areas. Among them, Dongguan enjoys the reputation of "the city of toy manufacturing in the world". With such a production and processing foundation, many Dongguan toy companies have begun to strengthen original IP (cultural and creative works). Collectively) design, in order to seize the new trend of fashion play.

　　[Concurrent] Zeng Jing, Vice President of Dongguan Toys and Baby Products Association

　　First of all, we have a strong supply chain, including good service and quality system, this is the first one.

The second point is that we have the advantage of this condition. For example, we can complete the entire procurement supply chain from 3D printing quickly.

For example, in traditional industries, OEM (OEM) orders will take 4 to 6 months, but we may be able to complete them in 2 to 3 months.

So when you want to play fashion, you think of designers, and designers think of Dongguan.

　　[Explanation] Zeng Jing told reporters that Dongguan toy foundry manufacturing companies began to create their own original IP in 2016, and began to exert their efforts in 2018. At that time, the domestic trendy toy industry began to rise, and many successful cases allowed traditional enterprises to see business opportunities. , and start the transformation.

　　[Explanation] In the production workshop of Dongguan Wenbo Arts & Crafts Co., Ltd., workers are processing and packaging products that are about to be launched.

Since 2017, the company has been transforming to focus on the domestic trendy game market, and has developed various IP derivatives in the way of "original IP + brand IP authorization". The annual output value of the existing original IP is about 250 million yuan (RMB, the same below).

　　[Concurrent] Jiang Xinping, Sales Director of Dongguan Wenbo Arts & Crafts Co., Ltd.

　　For some head IPs in the market, if we want to make its products, the first is a high authorization fee, and the second is a high sales share.

Another point is that, for example, when this image is sent to the copyright owner, it takes a long time to submit it for review. One IP can only produce two sets of products within a year.

Therefore, based on these, we recruited some excellent design talents, and slowly designed and incubated our own IP.

　　[Explanation] Not far from the above-mentioned companies, in Dongguan Deshen Hardware and Plastic Products Co., Ltd., which also transformed from OEM manufacturing to create original IP, the anchor is showing original products through the online platform. It is understood that the company has now incubated and operated more than ten IP studio.

In the case of increasingly fierce competition in the fashion play market, innovation is the way to survive.

The company's urban landmark series products organically combine trend culture with urban culture and traditional Chinese culture, re-display the city's appearance, and are favored by many young people.

　　[Concurrent] Liang Ziqian, Assistant General Manager of Dongguan Deshen Hardware and Plastic Products Co., Ltd.

　　In the area of ​​Guochao IP, we will continue to create unique urban landmarks for each city.

The city landmark is to combine each city's specific culture with our own IP, such as Dongguan's basketball culture, Foshan's lion culture.

We want to be our Chinese people's real and own original trend IP, and to promote Chinese culture to the world.

　　[Explanation] According to the "2021 China Trend Toys Market Development Report" released by the Chinese Academy of Social Sciences, it is expected that China's entire trendy toys retail market will reach 47.8 billion yuan in 2022, and China's trendy toys are showing huge market potential.

　　Zeng Jing, vice president of Dongguan Toys and Baby Products Association, believes that it takes time and content to create an original trendy play IP.

Dongguan has such genes and heritage, and China's original IP will definitely go abroad.

　　[Concurrent] Zeng Jing, Vice President of Dongguan Toys and Baby Products Association

　　In fact, creating original IP is divided into two points, which requires time and content precipitation.

When it comes to this issue, we can go back to the 1960s and 1970s, when HelloKitty in Japan, including Bandai.

At that time, their positioning was the original IP of young people, but why they are still enduring is actually from their local culture, plus the blessing of the country and the government, so they insist on doing one thing.

So I think we in Dongguan have such a gene and background to do this well.

Just keep at it.

Then we do a good job in the entire creative and marketing aspects, then we think that our China (Chaowan) will definitely go abroad, and we are also prepared.

　　He Junjie Sun Qiuxia Zou Siyao reports from Dongguan

Responsible editor: [Luo Pan]