China is a big toy manufacturing and exporting country in the world, and its output accounts for more than 70% of the global market. Most of the toys exported to the EU in China use PVC (polyvinyl chloride) raw materials, of which 50% are used by children under 3 years of age. Therefore, the “ban” issued by the European Union on the prohibition of the distribution of PVC plastic toys for children under the age of 3 has directly affected China’s annual export of more than 400 million US dollars of toys.
At present, toy dealers in many EU countries also adopt standards higher than the “ban”, and PVC toys that are banned from import are no longer restricted to children under the age of three. The most direct impact it brings to Chinese plastic toy companies is that corporate costs are rising, risks are increasing, and companies lose many trading opportunities. More importantly, many plastic toy companies have been adversely affected by the investigation and punishment, which has a negative impact on the production and operation of enterprises. If there is no effective response, China's plastic toy export trade will suffer even greater losses.
Develop environmentally friendly plastic toys
According to relevant information, the Chinese plastic toys currently in the Russian market have been completely stopped, and the serious excess of toxic and hazardous substances is the direct cause. Since the main object of plastic toys is children, especially infants and young children often use tongue-and-snake toys, the detection of heavy metal elements such as lead, antimony, arsenic, antimony, chromium, cadmium, mercury and other harmful substances in toy materials is very strict.
Therefore, parents should be assured that playing environmental cards is a rational choice, even if it will increase the cost of our products by a few percentage points, but in the long run, it is very worthwhile.
Fill the gap in the adult market
Recently, a sample survey of foreign media shows that in developed countries, about 50% of toys are sold to non-children, and this proportion is still rising. Among this customer base, young and middle-aged people account for about 60%, and the elderly account for about 30%. And the composite function of toys, about 45% is entertainment, 30% is education, and 25% is used for interior decoration. In other words, it seems that adult toys have better profits.
In China, the variety and function of toys are relatively simple, which makes the business lament that "business is difficult to do." According to the manager of a large department store toy sales department, there are too many children's toys for "big road goods". There are only 220 kinds of plastic toys, and there are hundreds of ordinary and electric car toys. Imported toys are very expensive. The general wage earners can't afford it, the decorative toy manufacturers are few, the styles are small, the price is high, and the business is light.
For the adult toy market with higher prices and lower profits, the domestic market is basically blank. Plastic toy enterprises should quickly change the original single mode of thinking, change their concepts, learn from the experience of foreign toy industry in time, adapt to the new changes and new requirements of the Chinese toy market, and develop new products with market prospects. To the children's world, it is better to jump out of the doll market and move towards a broader new world.
Industry urgently needs technological innovation
From the perspective of toy types, it can be roughly divided into four types: chess, spelling, intelligence and games. The common feature of these toys is that they are very attractive when they are not mastered, but once they play, most people are reluctant to move it. Therefore, the toy market is in urgent need of high-tech intervention. Nowadays, more toy companies have generally realized that traditional plastic toys and children's plastic toys are not the only demand in the market today, and high-tech electric toys, intellectual development educational toys, and adult toys are more popular among Chinese people.
According to statistics, most toy manufacturers in the country mainly produce traditional plastic toys. In addition to actively overcoming the adverse effects of objective factors, toy manufacturers should also develop high-tech new products with market prospects to stabilize existing ones. Market share.
