Gifts / Sports & Toys

On August 20, this year's first large-scale professional toy exhibition in China, the 2022 Shenzhen Toy Fair, closed at the Shenzhen International Convention and Exhibition Center. "As the first large-scale toy professional exhibition in the mainland this year, this exhibition shows the mainstream trend of toy design and function this year." Li Zhuoming, president of Guangdong Toy Association, introduced that during the three-day exhibition, more than 1,400 exhibitors brought Hundreds of thousands of new toys came. Among them, Hong Kong toy products have won the favor of mainland consumers due to their advantages in design and safety.

China is the world's second largest toy consumer market. Last year, the mainland's toy market consumption exceeded 100 billion yuan, attracting many Hong Kong-owned brands to rush to the beach. "We are very optimistic about the toy consumer market in the Greater Bay Area." Manager Liu of Hong Kong-owned Bailong Toys said that the company has set up a factory in Dongguan and is promoting it in the Greater Bay Area. The business content has also shifted from translation and publication of Chinese board games to Wisdom Cubes, etc. Entering the field, the domestic sales share of enterprises has accounted for more than half.

According to reports, toys manufactured and exported in Guangdong currently account for about 50% of the global market, and are an important part of enterprises in Guangdong and Hong Kong. Facing the rising competition pressure at home and abroad, Hong Kong toy companies have created their own brands to develop products in recent years to enhance the added value of products. Manager Zhang of Hong Kong-owned Danone Technology said that the company has production bases in Huizhou and other places, and is committed to the development of innovative nature exploration toys. Under the epidemic, domestic sales have increased, and the proportion has increased by 20% compared with two years ago.

In order to further develop the mainland toy consumer market, more and more Hong Kong toy companies are accelerating product upgrades and innovations, exploring areas such as board game toys and educational toys. Some Hong Kong companies have also combined toys with technology, education and other elements to launch technological exploration, artificial intelligence, digital and metaverse toys such as the "Volcanic Lava Experiment Set" and "Bear's Enlightenment Microscope", and related products have been welcomed by mainland consumers.

"After more than 60 years of development, Hong Kong's toy industry has strong competitiveness in product design, quality control, safety performance, etc. Some Hong Kong companies have suffered from overseas orders under the impact of the epidemic, but the share of domestic sales has continued to increase, 'Hong Kong brand 'It is very recognized by mainland families." The person in charge of the Hong Kong Toy Manufacturers Association said that since 2008, the Hong Kong toy industry has changed from focusing on export sales to domestic sales. At present, companies basically create their own brands. In recent years, under the funding of the Hong Kong Special Administrative Region Government's "Special Fund for Brand Development, Upgrading, Transformation and Expansion of the Domestic Market (Institutional Support Scheme)", the Chamber of Commerce has also carried out projects to assist the industry in exploring the mainland toy market, and has focused on promoting the "Hong Kong toy brand" in the mainland. ".

"With the development of the Guangdong-Hong Kong-Macao Greater Bay Area, the toy industry can be connected with the industry inside and outside the Bay Area." The person in charge said that some toy companies in the Greater Bay Area have their headquarters in Guangzhou, Shenzhen and Hong Kong to obtain information, talents, finance, Export and other conveniences; the production and processing links are located in Dongguan and even other provinces and regions in the mainland to gain local manufacturing advantages. In addition, Shenzhen, Dongguan and Hong Kong can specialize in toy research and development, production, brand authorization and promotion. The advantages of different cities in the Greater Bay Area can complement each other to jointly promote the development of the toy industry in the Bay Area.