With the continuous recovery of the world economy, the consumption demand of the toy market is also gradually recovering. According to the forecast, the global toy market sales will reach 86.3 billion US dollars in 2010. North America and Europe are still the two regions with the largest toy consumption in the world, and also the two largest toy import regions in the world. And 1 / 3 of the toys imported from the United States and 2 / 3 of the toys imported from the European Union are Chinese products. More than 2 / 3 of the products in the global market (excluding Chinese Mainland) come from China. China is a big toy manufacturing country out and out.
The average annual growth rate of the toy manufacturing industry was 17.41%. By 2010, the industry's sales revenue had broken through the 100 billion yuan mark, creating a profit of 4.142 billion yuan. By the end of 2010, there were 1899 Enterprises above designated scale in the toy manufacturing industry, with total assets of 67.583 billion yuan and 673500 employees.
With the appreciation of RMB, the rise of raw material prices, the rise of labor costs, and the increasingly strict quality certification in foreign countries, the production costs of OEM enterprises have increased significantly. Because the OEM enterprises lack independent R & D capabilities, the customer structure is single, and they can not transfer the rising costs to toy dealers in the fierce market, the profit space has been squeezed. The decline in the profits of OEM enterprises has led to the overall profit level of the industry at a low level.
Toy consumption is not only related to consumption habits and cultural customs, but also directly related to economic income. The economic prosperity and the improvement of living standards promote the gradual increase of toy consumption demand. At present, China's toy consumption level is still low, and there is broad space for future development.
In the first three quarters of 2013, China's toy exports reached 18.157 billion US dollars, a year-on-year increase of 30.3%. Among them, the export of traditional ordinary toys was 8.43 billion US dollars, a year-on-year increase of 6.4%. The export amount is not bad, but the export quantity of products is not satisfactory, and most products have declined to varying degrees.
Due to the unexpected growth of orders from the United States in the second half of this year, many entrepreneurs are still not optimistic about how the market will operate in 2014, and the probability of gradual recovery of toy market demand in the future is high. Despite the impact of the European debt crisis and other factors, Guangdong's toy exports to Europe and the United States were not satisfactory in the first half of this year, but in the third quarter, Guangdong's toy exports to the European Union and the United States showed a gradual rebound, From the negative year-on-year growth of 41% and 26% in the first half of the year to 31% and 14% respectively. However, exports to Japan were obviously affected by the Diaoyu Island incident, which decreased from a year-on-year growth of 31% in the first half of the year to 26% in the third quarter. Exports to ASEAN, Latin America and Russia continued to grow well, rising by 24.3%, 4.5% and 10% respectively.
