Gifts / Sports & Toys

According to data from the Guangdong Toy Association, Guangdong's toy exports currently account for about 70% of the country, and new business formats such as toy e-commerce, cross-border e-commerce, and live streaming are becoming more active. As an evergreen toy category, localization and branding of building blocks have emerged in recent years. The reporter learned from the "Domestic Building Block TOP Brand Program" launched by the Guangdong Toy Association and the Chinese and Foreign Toy Media Center on the 23rd that at present, domestic building blocks have formed two more obvious industrial belts in Chenghai District, Shantou, Guangdong Province, and Jiangsu and Zhejiang regions, and they are becoming digital. , Intelligent, automated transformation and upgrading; some companies can produce more than 10 billion building block parts each year, and the production capacity is expected to catch up with Lego in the next five years.

Hongkong Wenhui.com: Guangdong toy exports account for 70% of the country's domestic building blocks rise

Domestic building blocks are currently infiltrating the domestic market, and they are also frequently appearing in the international market. (Photo by Fang Junming)

China remains the world's largest toy producer

As the world's largest toy producer and exporter, China's toy industry has achieved bucking growth amid the new crown epidemic. According to data provided by the Guangdong Toy Association, China’s annual toy exports exceeded RMB 231.7 billion last year, a year-on-year increase of 7.7%, of which Guangdong’s toy exports accounted for 70% of the country’s total. Since the beginning of this year, due to the serious overseas new crown epidemic, the originally imperfect industrial chain of Southeast Asian countries has been greatly damaged. The orders of toy multinational companies with high technical requirements have to be sent to Chinese companies. Building blocks, puzzles, intellectual toys, game consoles, etc. Sales of toys in the category have increased significantly.

As Chinese toy companies strengthen their production and R&D capabilities, there is a strong desire to build their own brands. For example, the domestic building block industry has shown a hot phenomenon in recent years: there are more well-known brands and unique original design products. In the recently concluded popular vote of "My Favorite Domestic Building Block Brand", more than 30 well-known domestic building block brands were gathered, and the activity was over 400,000. "Many domestic building block brands with outstanding performance have not only become the preferred items of domestic consumers, but have also gained a good reputation among foreign building block players."

According to reports, at present, domestic building blocks have formed two more obvious industrial belts. One is Chenghai District, Shantou City, Guangdong, which is currently the gathering place for most domestic plastic building block brands in China. Another production area is the Jiangsu and Zhejiang region, where most Chinese wooden toy companies are located, so the building block brands in this area are also dominated by wooden toys. In addition, there are scattered brands in Shanghai, Beijing, Fujian, Dongguan, Shantou and other places. At present, many domestic building block brands are self-owned factories and are transforming and upgrading to digital, intelligent, and automated.

Hongkong Wenhui.com: Guangdong toy exports account for 70% of the country's domestic building blocks rise

The domestic building block industry has strengthened its production and research and development capabilities in recent years, with more well-known brands and original designs. (Photo by Fang Junming)

Domestic toy building blocks form two major industrial belts

The rapid development of the domestic building block industry has also given birth to the development of supporting enterprises. For example, Gaudex (Gaozhuan), a professional supplier of standardized precision general parts for building blocks, has established long-term strategic partnerships with many domestic building block brands. At present, it can produce more than 10 billion building block parts each year, and its production capacity is expected to catch up in the next 5 years. Lego.

Industry insiders pointed out that the reason why domestic building blocks can quickly conquer the city in recent years is that in addition to the design and quality of the product itself, it also depends on its wide channel coverage. On the whole, domestic building blocks mostly emphasize cost-effectiveness, and the product price spans from a dozen yuan to hundreds of yuan, which makes the online and offline sales channels for domestic building blocks broader.

In addition to the continuous penetration in the domestic market, domestic building block brands also frequently appear in the international market. It is reported that Europe and the United States are mature markets for building block toys. Since last year, they have become an important choice for people's home entertainment, and have become the top toy category in many countries around the world. Taking last year's sales as an example, the sales growth of building block toys in the United States, the United Kingdom, Canada, France, Spain and other countries all exceeded the growth of the overall toy market.

Hongkong Wenhui.com: Guangdong toy exports account for 70% of the country's domestic building blocks rise

China remains the world's largest producer and exporter of toys, and Guangdong's toy exports account for about 70% of the country. (Photo by Fang Junming)