一边万人大厂停工，一边出口订单暴增：“潮玩之都”东莞，深陷冰火两重天

Core Viewpoint - The article discusses the decline of the Dongguan toy industry, exemplified by the closure of the Changrong Dongguan Toy Factory, and highlights the need for transformation from a reliance on OEM production to developing original IP and innovative products [5][10][11]. Industry Overview - Dongguan, known as the "Toy Capital of China," hosts over 4,000 toy manufacturers and 1,500 supporting enterprises, forming a robust industrial cluster [8]. - The city has historically thrived due to its proximity to Hong Kong, low labor and land costs, and an outward-oriented economic strategy, mastering the "OEM" model [8][12]. - However, many factories are now facing closures due to over-reliance on OEM, lack of product innovation, and shrinking orders, leading to a significant shift in the market landscape [8][10]. Market Dynamics - Despite the challenges, the toy export market remains strong, with a reported export value of $60.04 billion in the first 11 months of 2025, marking an 18% year-on-year increase [10]. - Some companies, like "Pinku," have successfully transitioned from OEM to developing their own brands, achieving a 50% increase in overseas e-commerce revenue in 2024 [10][19]. Transformation and Innovation - The decline of traditional manufacturing is seen as a necessary evolution, pushing the industry towards a future characterized by quality and innovation [10][25]. - The rise of "潮玩" (trendy toys) has led to a new focus on original IP development, with local brands increasingly gaining market share over traditional OEM businesses [25][28]. - By 2023, the value of original IP products in Dongguan surpassed that of OEM, accounting for 53% of the market [25]. Success Stories - Companies like "Pinku" and "ToyCity" have emerged as leaders in the original IP space, successfully integrating Chinese cultural elements into their designs and achieving significant sales growth [21][23]. - The trend of "潮玩" has been embraced by various brands, leading to a surge in exports, with a reported 78% increase in潮玩 exports compared to traditional categories [28][30]. Government Support and Future Outlook - The Dongguan government has implemented policies to support the toy industry, focusing on R&D, IP authorization, and market expansion, which are crucial for the industry's evolution [34]. - The future of Dongguan's toy industry is poised for growth, transitioning from a manufacturing hub to a center of creativity and innovation on a global scale [34].