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]

Core Viewpoint - Dongguan's toy industry is transitioning from OEM to ODM and now to OBM, seizing new opportunities in the潮玩 (trendy toys) sector, supported by government initiatives and industry events like the China International Animation and Comic Copyright Protection and Trade Expo [3][4][6]. Group 1: Industry Development - Dongguan was awarded the title of "China's Trendy Toy Capital" in 2023, with 112 large-scale enterprises in the trendy toy sector generating nearly 23.8 billion yuan in revenue, a year-on-year increase of approximately 19% [4]. - The city is home to the largest toy export base in China, producing 25% of global animation derivatives and 85% of the country's trendy toys, with the core area being Shipa Town [4][5]. - The local government plans to allocate 120 million yuan to support the development of the trendy toy and animation industry across four key areas: industrial ecology, market expansion, content creation, and cluster development [3][7]. Group 2: Market Trends and Challenges - The trend of self-owned IP commercialization in the trendy toy sector faces challenges, including the need for a strong fan base and effective market promotion capabilities [8]. - The competition for original IP is intensifying, requiring companies to have robust marketing, channel resources, and capital support for successful IP incubation [8][12]. - Dongguan's toy industry is evolving from OEM to ODM and now to OBM, indicating a shift towards self-owned brands and greater control over product design and pricing [7][12]. Group 3: Government Support and Initiatives - The Dongguan government has integrated the trendy toy economy into its modern industrial system, emphasizing the importance of original design and brand building [6][7]. - A special fund for the trendy toy and animation industry is planned to connect investments across the supply chain and guide financial resources to relevant enterprises [6][7]. - The local government is also providing subsidies for participation in key domestic and international exhibitions and supporting cross-border e-commerce initiatives [7][12]. Group 4: Talent and Infrastructure - Dongguan is enhancing its talent pool by collaborating with educational institutions to train skilled workers in toy design and production [13]. - The city is implementing measures to streamline export processes, reducing customs clearance times and improving efficiency for toy manufacturers [13]. - Companies like Weishi Culture Technology are leveraging these advantages to expand their international sales networks and enhance their global brand presence [13].