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 (Original Equipment Manufacturer) to developing proprietary brands and IP (Intellectual Property) in response to changing market demands [4][7]. Group 1: Industry Overview - Dongguan, known as the "Toy Capital of China," hosts over 4,000 toy manufacturers and nearly 1,500 supporting enterprises, forming a robust industrial cluster [6]. - The city has historically thrived on low labor and land costs, alongside an outward-oriented economic strategy, making it a leader in toy manufacturing [6][11]. - The industry has faced significant challenges, including a heavy reliance on OEM models, lack of product innovation, and increasing operational costs, leading to many factories closing down [6][7]. Group 2: Market Dynamics - Despite the decline of some manufacturers, the overall toy export market remains strong, with China's toy exports reaching $60.04 billion in the first 11 months of 2025, a year-on-year increase of 18% [7]. - Some companies, like "Pinku," have successfully transitioned from OEM to developing their own brands, achieving a 50% year-on-year growth in overseas e-commerce revenue in 2024 [7][19]. Group 3: Transformation and Future Outlook - The closure of Changrong Toy Factory symbolizes a broader shift in the traditional manufacturing sector, moving towards a future characterized by stronger and more innovative companies [7]. - Dongguan's toy industry is evolving from a focus on OEM to prioritizing original IP products, with local government support for innovation and market expansion [21][27]. - The "潮玩" (trendy toys) sector has seen significant growth, with exports increasing by 78% year-on-year, indicating a shift in consumer preferences and market opportunities [21][23].