因为LABUBU在海外销售火爆，东莞石排镇被推到了聚光灯下。不少海外和国内的商人们顺藤摸瓜地 找到了这里，让这个在东莞存在感并不太强的小镇，引来全球的目光。 事实上，石排镇拥有国内顶尖的玩具制造产业链，泡泡玛特的发展离不开石排镇众多工厂的支撑。随 着"潮玩"成为热门词汇，商人们追逐着潮玩带来的机会，正在重塑东莞的玩具产业。 原创IP聚集地 陈守丽是一位资深销售员，为了把握潮玩产业发展机会，去年她所在的公司将办公场地从广州搬到东莞 市石排镇，她连家也跟着搬了过来。 在石排镇"中国潮玩之都 潮玩中心"的一间写字楼里，陈守丽介绍，公司之所以搬迁到这里，是因为这 里产业集中，方便客户前来考察。以前广州也是对外展示窗口，交通等配套条件也很好，但石排镇的潮 玩中心建好后，更有集群效应。 "我们2019年就推出自己的潮玩品牌，是最早做自有IP的公司之一。"陈守丽介绍道。她拿起一个玩偶， 这是"EMMA"——公司自主设计的品牌。店里大大小小的EMMA形态各异：有的坐在地上，脚朝前； 有的戴着硕大且样式繁复的帽子；有的站着，穿着各式好看的衣服。无论什么样式，它们的眼睛的形状 和表情大致相同。 陈守丽所在的公司为东莞衍创文化发展 ...

Core Insights - The surge in overseas sales of LABUBU has spotlighted Dongguan's Shipaizhen, attracting both domestic and international businesses to the area [1] - Shipaizhen boasts a top-tier toy manufacturing industry chain in China, which supports the growth of brands like Pop Mart [1] - The rise of "trendy toys" is reshaping Dongguan's toy industry, with businesses pursuing opportunities in this sector [1] Industry Overview - Shipaizhen is recognized as the "Trendy Toy Capital of China," with over 400 toy and trendy toy production enterprises [11] - The total output value of the trendy toy industry cluster in Shipaizhen is projected to reach 13.218 billion yuan in 2024, reflecting a year-on-year growth of 12.3% [11] - The town accounts for approximately 30% of Dongguan's trendy toy industry output value, making it the largest in the city [11] Company Developments - Dongguan Yanchuang Cultural Development Co., Ltd. was established in 2024 and has developed its own trendy toy brand, EMMA, which has gained popularity [2][3] - The company transitioned from producing complex figurines to focusing on trendy toys due to market demand and operational challenges with previous partners [3] - Dapiaoqiang Toy Co., Ltd. has capitalized on the popularity of plush toys, achieving significant sales growth due to the demand for alternatives to high-priced limited-edition products from LABUBU [4][5] Market Dynamics - The trend of live-streaming sales has significantly influenced the growth of companies like Dapiaoqiang, which has amassed a large following and expanded its product offerings [5][6] - The competitive landscape is shifting as traditional toy manufacturers face pressure to adapt to the higher profit margins associated with trendy toys [9][10] - The entry of non-industry players into the trendy toy market has led to increased competition, with many struggling to sell their products [10] Technological and Operational Advancements - Companies like Wenbo Craft have upgraded their production capabilities by introducing advanced machinery and establishing a professional product laboratory [7][8] - The local industry benefits from a well-established supply chain, allowing for quick assembly and production of trendy toys [6] Consumer Behavior - Trendy toys differ from traditional toys in that they often rely on aesthetic appeal rather than established character narratives, leading to a stronger emotional connection with consumers [10] - The lower production costs associated with plush and rubber toys have made them more accessible for manufacturers, although this has also intensified competition [10]