Core Insights - Dongguan's toy industry is transitioning from OEM to ODM and now to OBM, seizing new opportunities in the潮玩 (trendy toy) sector [1][3][9] - The city has been recognized as "China's Trendy Toy Capital" in 2023, with significant revenue growth in the industry [2][3] - The local government is investing 120 million yuan to support the潮玩 and animation industry across various dimensions [8] Industry Overview - Dongguan is the largest toy export base in China, producing 25% of global animation derivatives and 85% of the country's trendy toys [3] - The潮玩 industry cluster in Shipaizhen has achieved a total output value exceeding 10 billion yuan for the first time [7] - The city has 112 large-scale enterprises involved in潮玩 production, generating nearly 23.8 billion yuan in revenue, a year-on-year increase of approximately 19% [2] Government Support - The Dongguan government has included潮玩 in its "8+8+4" modern industrial system, emphasizing the importance of the toy manufacturing supply chain [8] - A special fund for潮玩 and animation industries will be established to connect investments and guide credit resources to these enterprises [8] - The government plans to provide subsidies for participation in key domestic and international exhibitions and support cross-border e-commerce initiatives [8] Market Dynamics - The潮玩 industry is characterized by a shift from merely manufacturing for international brands to developing original IP products, enhancing design and pricing power [3][9] - Companies are increasingly focusing on creating their own IPs, which requires a strong fan base and effective market strategies [9][15] - The integration of潮玩 products with animation content is becoming common, with many companies producing related animated series to boost sales [8] Competitive Landscape - The潮玩 industry in Dongguan is part of a highly clustered production network, with significant competition from other regions like Chaozhou, Shanghai, and Yiwu [14][15] - The local industry benefits from a skilled labor force and partnerships with educational institutions to enhance talent development in design and manufacturing [16] - Companies like Weishi Culture Technology are leveraging customs facilitation measures to improve export efficiency and expand their international market presence [16]
全国最大玩具出口基地,1.2亿元支持产业集群升级
Sou Hu Cai Jing·2025-08-11 06:06