久久亚洲国产成人影院-久久亚洲国产的中文-久久亚洲国产高清-久久亚洲国产精品-亚洲图片偷拍自拍-亚洲图色视频

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Industries

Chinese toy makers move up value chain in global markets

Xinhua | Updated: 2019-02-21 15:31
Share
Share - WeChat
Two children interact with a giant doll during the annual New York Toy Fair over the weekend in New York, the United States. [Photo/Agencies]

NEW YORK - Chinese toy manufacturers, which produce around 75 percent of global toys each year, are rising up the value chain from original role as contract manufacturers by moving into designing and manufacturing products of their own brands.

Transformation in the making

"OEM (original equipment manufacturers) now is not a main business for us, though around 95 percent of Chinese toy producers still rely on OEM business," said Aaron Tong, sales manager with Playstream Education Limited, a subsidiary of Hangzhou ZT Model Company (HZTMC) based in Hangzhou, Zhejiang province in East China, in an interview with Xinhua during the four-day New York Toy Fair that ended on Tuesday.

HZTMC, producer and developer of airplane model and junior-oriented hobby products, is now co-branding over 10 products in international markets with partners from Spain, Portugal, Australia and Britain, according to Tong.

The company intends to phase out co-branding in the next few years. Tong said, "Many customers want to cooperate with us on OEM basis and we don't agree on that."

Founded by a former world remote controlled marine model champion in 2001, HZTMC is specialized in designing and producing various models, training, support of contests, incubation of technological start-ups, STEAM (Science, Technology, Engineering, Art and Maths) training and others.

Currently, HZTMC has over 200 employees including more than 30 researchers and engineering professionals, Tong said, and it is planning to hire more foreign professionals in 2019.

The Playsteam Education Limited has been registered in Britain for its designing team, he added.

According to Tong, HZTMC is expected to cooperate with a major US toy player on the basis of co-branding for over ten products developed by HZTMC and they would be available in the North America market in about half a year.

As a key step in increased focus on global development, Alpha Group Co Ltd, a major animation, toy and entertainment players from Guangdong province in southern China, has launched an international design and marketing hub in US Los Angeles two years ago, Glenn Yu, design director for boys brands with Alpha Group US, LLC, told Xinhua.

"We've entered US market for two to three years and our businesses are increasing," said Yu.

"I'm confident that we have absolute advantage by combining our production resources in China with overseas designing resources," said Yu.

Max Wong, regional sales supervisor with international business division of Rastar Group from Guangdong, said that about half of the businesses of the toy car maker came from the international market.

Rastar has established its presence in European and Asian markets for a long time and just started business in American markets, Wong said.

Listed on Shenzhen Stock Exchange in 2010, Rastar obtained the exclusive right to produce BMW car models in around 2006 and only export its products with its own brand, according to Wong.

"Co-branding is just the first step for sustainable development of Chinese toy companies and it's more important to have their own brands in international market, "said Tong.

China's toy industry is a buyers' market and it's hard for a toy plant without self-owned research and development capacity to refuse OEM business in partnering with overseas customers, said Tong.

Each year, many international big toy brands identify new products from China, buy out and label them with their own brands plus customized packaging and minor changes, Tong noted.

Intellectual property is the key

Alpha Group's foray into international market as well as with other Chinese toy players' would help overseas consumers to be aware of the quality and development process with Chinese toy brands, said Yu.

"It's very important for foreign customers to know that China's toy producers have their own brands and do not only engage OEM businesses anymore," Yu said.

Previously Chinese toy products were cheap but now people can find everything with good quality, said Jafar Muhammad Penot, who came from French with a major in aerodynamics and joined the research team of HZTMC about two years ago.

China-based home appliance giants Haier Group and Hisense Co Ltd have set examples in moving up industrial value chain from OEM business to self-owned brands and factories outside China, according to an industry insider.

"One of the challenges for many Chinese companies is getting their intellectual property succeed outside China," Josh Selig, president of New York-based preschool content supplier Little Airplane Productions, told Xinhua.

Selig and his Chinese partners have made the animated TV series Super Wings a big success in China and also made China-born P. King Ducking broadcast on Disney Junior.

"We've had great success partnering with Chinese companies to make global quality shows. We find that if companies partner with us, they have a much better chance of having international broadcasters acquire the show," said Selig.

Ranked as the two largest toys markets in the world, the United States and China had $20.7 billion and around $11 billion of toy sales in 2017, respectively, according to Toy Association.

"Today, Chinese toy companies' competitiveness reflects not only on product prices, but also on development capacity as well as intellectual innovation," said Maggie Qiu, general manager with Deyi, the sole distributor of US toy giant Ty Inc within China.

Chinese toy manufacturers' competitiveness no longer lies on low wages, but on high efficiency, research and development (R&D) capacity as well as quality, according to Qiu.

"Under most circumstances, Ty's R&D team just proposes an idea and Chinese manufacturers could realize it," Qiu on the sidelines of the toy fair.

Ty Inc officially stepped into the Chinese market in late 2017 and sold some 2.5 million stuffed plush toys last year, according to Qiu.

The advent of overseas toy brands in China would prompt upgrading of its domestic consumption and changes of Chinese consumers' ideas on quality, requirement and even intellectual property, said Yu.

The high popularity of Lego toys in China makes costly toy products easier to be sold to Chinese customers, Tong said.

"I believe there's a natural synergy between Chinese and US creators working together on global intellectual property. It's not enough for a show just to work in America or China," said Selig.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 亚洲综合第一欧美日韩中文 | 自拍欧美日韩 | 亚洲欧美日韩另类精品一区二区三区 | 伊人婷婷色香五月综合缴激情 | 免费欧美在线视频 | 欧美成人精品免费播放 | 精品视频在线免费看 | 亚洲美女黄视频 | 美女张开大腿让男人桶 | 国产精品日韩欧美一区二区 | 久久91精品牛牛 | 一级视频免费观看 | 国产91第一页 | 亚洲成年人在线观看 | 亚洲国产精品久久精品成人 | 长腿校花被啪到腿软视频 | 日韩三级中文 | 18videosex性欧美69超高清 | 女初高中福利视频在线观看 | 亚洲一区 中文字幕 久久 | 欧美日韩在线观看视频 | 久久综合色88 | 99精品国产在现线免费 | 国产在线观看网址在线视频 | 久久机热综合久久国产 | 日韩成人免费在线视频 | 国产精品国产自线在线观看 | 欧洲一级鲁丝片免费 | 国产精品视频第一区二区三区 | 国产日本在线 | 久久久国产99久久国产久 | 毛片免费在线观看 | a级免费 | 精品无人区一区二区三区a 精品午夜国产在线观看不卡 | 欧美一区二区不卡视频 | 国产午夜精品久久久久九九 | 成人免费看黄网址 | 久久久久久久久一次 | 国产精品漂亮美女在线观看 | 在线91精品国产免费 | 日本黄色大片在线播放视频免费观看 |