By the international financial crisis, I toy exports in severe decline. According to customs statistics, from January to May, China’s toy exports amounted to 2.28 billion U.S. dollars, down 13.81%. Which is even harder to export of plush toys, large plush toy export enterprises suffered a severe blow, a number of small and medium export enterprises or because of unbearable intense market competition, or that are not profitable exit the market. However, there are a number of plush toy export enterprises not only to keep the export market, and even expanded its market share.
Creating service brand “With a good reputation and high level of service exports in the first half’s basically the same as last year, and level go beyond the better.” Jiangsu Philip Industry Co., Ltd. Business Manager, Xu Yu-xiang estimates 6. Jiangsu Philip owners to produce plush toys, the past two years, annual exports of nearly 30 million U.S. dollars. He told reporters explained that the corporate brand is not only product brands, as well as service brand. Jiangsu Philip industry trade management, product quality control and service level advantages have been recognized by foreign customers. Jiangsu Philip industry is some of our strong insurance market, increasing share of the plush toy export enterprises in microcosm.
Xu Yu-cheung said, the enterprise’s quality management is not high is the plush toy industry exports, one of the major problems facing. In addition, the major export markets, toy quality and safety regulations and technical standards increasingly strict, direct export products to enhance the enterprise’s cost of quality control.
Reporter learned that last year the toy export enterprises tinned be described in terms of the recently regulations again and again, greatly increasing the cost of export enterprises. The freshly directive mainly involve the production of plush toys, fabrics, filling materials, spare parts and other raw materials. EU’s new directive on toy safety in toys for the first time the use of easy to carcinogenic, mutagenic or reproductive effects of chemical substances made special provisions; prohibiting the use of lead in toys, mercury and former toxic heavy metals, nickel and other restrictions on the use of substances; prohibiting the Easy to use some substances that cause allergic reactions and some aromatics. The new U.S. Consumer Product Safety Act, a substantial increase in the toys and other children’s products to let the lead content of standards was raised close to 0; a partial ban on controversial plastic softened chemicals used phthalates.
“Quality is the fundamental.” Hsu Yu-Xiang stressed that they. Compared with the textile and garment industry, toys, plush toys, particularly long production process more complicated, labor-intensive than before. With the industrial upgrading and technical barriers to importing markets continue to improve enterprise quality high or low degree of management increasingly important. Enterprises to improve export toy quality, safety awareness, strengthen from raw materials, design and production processes of quality control; should strictly follow the technical specifications and standards of the importing country to organize production, to avoid economic losses.
Insiders pointed out that, from the plush toy industry itself is characterized by analysis, the decline in exports and gained have also exposed the internal management of enterprises to reduce some problems. As the industry with low barriers to entry, lush corporal aggregative large, low-toned, low-priced low-quality plush toy is the primary means of competition among enterprises. Many SMEs have ignored management, lack of risk awareness and risk-resisting ability is poor, the crisis had emanate naturally to withstand the. For the arrival of the crisis, many enterprises lack the basic management of exposed and weakened, should be given due attention. If an enterprise from the outset the canonical management of internal refinement, we can more comfortably deal with the crisis.
Increased self-developed “At present, China’s export of plush toys are mainly OEM and independent design, independent brands is limited.” Xu Yu-xiang regret that. It is understood that, after years of development, China’s plush toy industry has been formed from the fabric, accessories, accessories, filling materials, toys, equipment and so a complete industry chain, market-pulling power, forming a strong industry cluster. In the international market, China’s current production of plush toys have already account for 60% to 70% of market share. However, an indisputable reality is that the overwhelming majority of the plush toy export enterprises to go are “OEM” production (OEM), processing path.
In recent years, the rapid development of China’s plush toy industry, but it has not been out of the “OEM” in the predicament, most of all foreign sales business “processing”, China to become the passive plush toys in the world “processing plant” . Plush toy industry is labor-intensive industries, the profit is not high, rely solely on OEM production, intermediate links more, profit margins narrow, hindering the industry bigger and stronger. At a deeper level of analysis, lack of independent brands, the development of enterprises naturally susceptible to the upstream control of the industrial chain, companies are destined to be holding “nose” to go. Once the problem in one part of the industrial chain, business development will inevitably be adversely affected.
Insiders point out that, to maintain or even raise the share of international market is necessary to strengthen the core competitiveness of enterprises. Therefore, the lavish toy enterprises to hard inner strength, by the “processing” type to “having brand” type changes, relying on quality and independent explore and development to maintain the international market position. Reporter learned that the face of fierce international competition, a lot of plush toy manufacturers are trying to achieve innovation and improving product technology content and added value, many products style modern design, more functionality, but also to add further elements of science and technology lavish toys will be intelligent. In addition, combined with the animation image is also currently in new product development seems to have entered the bottleneck of the design of the new trend of plush toys.
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Open the door to the domestic market
In recent years, the domestic plush toy industry quietly rising. Beijing shopping malls have opened a lot of plush toys zone, a number of powerful companies and even the domestic market has also opened a plush toy stores, children are like hairy dog, bear hug, football and other plush toys have unveiled new markets, be fighting for an optional hot commodity. The relevant data statistics show that sales of plush toys in China in 2007 reached 5. billion, the next 3 to 5 years will be an annual increase ranged of 40% is expected by 2010 China plush toy market consumption will total more than 10 billion yuan. Today, more and more plush toy smuggle enterprises began to turn around to open up the domestic market, such as Beijing Kai Art Toys Co., Ltd. is to take the Olympic Fuwa successful advance of the domestic toy market has now opened several stores in China .

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