Thomas train, Transformers toy model, blond Barbie doll, mother garden, Western house play wood... Randomly open a city children's toy collection cabinet, almost all of these "foreign toys".
With the development of economic globalization, more and more "foreign brands" have settled in China. Many children not only take snacks from "foreign fast food", but also "foreign children's books", even those who play are " The doll is gone. This can not help but puzzled. As a toy producing country, when will we have a famous Chinese brand-name toy?
On April 8th, merchants visited the 30th Guangzhou International Toy Fair Exhibition Hall.
The toy market "foreign brand" is riding a dust
When Nanjing’s civil servant Zhou Youzhi bought toys for his 6-year-old son, he would rather spend more money to buy American Thinkfun, Tegu Tegu or children's educational toys imported from Belgium and the United Kingdom. “I only buy toys for my son in big shopping malls, and basically only buy foreign brands.†Zhou Youzhi said that she is very concerned about toy safety issues, and “foreign brand†is in her view a guarantee of “high qualityâ€.
From the age of one or two years old, the toy in the hands of Duanbao, who lives in Beijing, has achieved "globalization." Take a variety of blocks, for example, although a small box of building blocks will cost a few hundred yuan, but Duanbao's mother tried some of the brand's high imitation toys, but also bought the original imported version.
"Imported toys are exquisitely designed and ingeniously designed. On the one hand, the most important thing is strict quality control and good quality. Imported toys are easy to fall and not bad, and they will not wear out when played many times. All parts can be easily matched, so expensive I also recognized it.†Duanbao’s mother laughed and said, “I bought some 'big road goods' and looked exactly the same, but when the blocks are inserted, they either don’t get in, or they can’t pull them out.â€
Hamres China’s “Top 1810 Best-selling Singles List†released at its flagship store in Wangfujing, Beijing, shows that interest and capacity development have become the first choice for parents to buy toys. Parent Zhao Xiaoyu believes that "foreign toys" not only accompany children, but also an effective tool for developing intelligence and training limbs. "Daqi robots, LEGO mechanical group high-load helicopters and many other toys, not only my son can't put it down, I also like it as an adult."
In toy stores in Jiangsu, Beijing and other shopping malls, the toys in the store are almost all English trademarks. The “foreign brands†abound. You see that most of the best-selling toys in the store are foreign brands, such as Lego and Wisdom. higher. “Although these toys are foreign brands, they are mostly produced in China.†When I saw the production information of several toys, I found that many toys were produced in Dongguan, Shantou and some places in Jiangsu.
On the Amazon China website, the toy page is divided into the International Puzzle Hall, the Overseas Direct Collection Hall, and the Trendy Animation Museum. Not only can the name be "imported" in the name, but also the selling point of the game is "International Big Brand Exclusive Launch". In particular, the introduction of foreign leading STEM education concepts and massive international selections. The classic plush toys displayed in the toy hall are foreign cartoon characters such as teddy bears, montages, jingle cats, and Winnie the bears. The homepage recommendation is mostly “foreign brands†such as Celebrity Music and Hasbro.
Why are there no toy brands that make a big country?
“In the children's products industry, it is an indisputable fact that in the minds of most Chinese consumers, the 'foreign brand' status is higher than that of domestic brands, and the latter is often linked to low prices and low quality.†Goodbaby Group founder and director The chairman of the bureau, Song Zheng, also said.
According to the 2017 CBME China Baby Consumer Market Survey Report, among the most important factors for parents to purchase baby toys, quality safety, environmental protection and function have risen to the top three, while price considerations are declining.
In addition to satisfying users' demands for rational consumption such as functionality and security, “foreign brand†can also give consumers a sense of trust and loyalty. Song Zheng also analyzed that most of the "foreign brands" have good brand stories, which are easy to cause consumers' empathy and resonance, and have strong integrity and continuity.
We also saw that the packaging of a small number of domestic toys is printed in English, and at first glance it looks like "foreign toys." But when you look closely, you will find that creativity and technology are low. "The design of foreign toys is very particular. The children of different ages have precise and meticulous positioning and can impress children. Domestic toy manufacturers are not doing enough in this respect. They often imitate others, and they can do it. This is great. Squeezed the growth space of local toys," said Wang Gensheng, secretary general of the Jiangsu Chamber of Commerce for Toys and Baby Products.
Not only that, but the popular IP image also has a strong appeal. Wang Gensheng said that foreign countries have a full-chain cultural industry. The toy design elements are mostly derived from foreign best-selling cartoons, comics and film works.
Let the "Chinese doll" enter the circle of children's friends
"Yang Toys" is widely loved by Chinese children and reflects the intercultural exchanges between countries. At the same time, it also has an impact on Chinese traditional culture and education.
Beijing citizen Qin Gang wants to buy a "Chinese doll" for the granddaughter who lives abroad all the year round, so that the child can maintain the understanding and memory of the motherland's culture. However, after visiting a large circle in the mall, Qin Gang found that basically all the dolls had blonde "foreign faces." “Why do toy stores only have 'dolls'? Why is it so difficult to buy a 'Chinese doll'?†In desperation, Qin Gang bought a Beijing Opera mask on the Internet.
"If a child likes domestic cartoons, he won't buy so many 'foreign toys'. Recently, our daughter became fascinated with "Little Pig Page", and the plush toys in the house have all become pink pigs. Sister." Wow Dad said.
“The industry needs to continuously promote cultural innovation and make full use of the traditional cultural resources that China has accumulated for thousands of years. It is necessary to take the road of differentiation, tap the elements from the Chinese traditional culture, and make innovative designs for the characteristics of children. The brand features.†Wang Gensheng said that domestic toy manufacturers are also increasing R&D investment. Some toy manufacturers that have foundry have also successfully transformed their own toy brands, but this is not enough.
The integrity and sustainability of research and development, making toy products in the entire industry chain.
In the process of brand building, how to inject a special gene into the brand to allow users to accurately identify and generate closeness in thousands of brands is a problem. Song Zheng also said that domestic brands must not only be powerful in product functions, but also play with ease and worry, but also have outstanding image and high cost performance. Song Zheng also believes that for domestic toy brands, it is imperative to change the homogenization competition situation of price wars and to make product quality up.
At the same time, experts and industry have called for greater protection of intellectual property rights. Li Jiarun, the head of the Center for Product Innovation and Design Engineering at Zhejiang University, said that she had changed her dreams of the toy industry more than two years ago and came to Yangzhou, Jiangsu, which accounts for 1/3 of the world's supply of plush toys, but was pirated. Injury and injury. "Pirates of plagiarism, vicious competition, and high prices have all lowered the speed and level of industry development." After painstaking thoughts, she and a company in Beijing co-founded the "Toy Creative Treasure" platform - when the designer uploaded the design, The entire process of “remaining marks†leaves a legally valid electronic voucher for each idea, which can provide certain intellectual property protection to toy companies and designers.
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