China Toy Manufacturing Industry Production & Marketing Demand and Investment Forecast Report, 2013-2017

Although the global crisis continues to expanding and consumption atmosphere is cautious, the toy market also makes a great performance in 2011, since many movies in the topic of cartoon release, such as Transformers: Dark of the Moon, Pirates of the Caribbean On Stranger Tides, etc. and many business operators keep releasing innovative toys. In 2011, the sales revenue of global toy market reached 84.1 billion US dollars.

Since 2006, the annual growth rate of China toy manufacturing industry has been 14.80%. In 2011, the industry sales revenue was 145.277 billion Yuan, creating profits of 6.648 billion Yuan. As of the end of 2011, there were 1,172 toy manufacturing enterprises above designated size, with the total asset of 66.426 billion Yuan, and with the employee of 600,000.

The well-known enterprises in the industry mainly concentrate in EU and US developed markets, including Hasbro, Mattel, LEGO, BANDAI, etc. All these enterprises, depending on the huge sizes through the long-term, well-known brands, strong R&D capability, new creativity, and steady sales channels, walk into the global toy market frontline. In particular, they occupy a large number share of the developed market. China toy enterprises mainly concentrate in Guangdong, Suzhou, Shandong, Zhejiang, Fujian and Shanghai, “five provinces and one city”, but 80% of China toy enterprises are foundry enterprises.

In recent years, with the appreciation of RMB, the rising of raw materials, the rising of labor force and the increasing strict of foreign quality certificate, the cost of foundry enterprises keep going up greatly. Since the foundry enterprises lack of independent research and development capability and the customer structure is simple, in this fierce market, it’s impossible to shift the rising costs to toy distributors. The profit is restricted. The decrease profit foundry enterprises lead to the low level of the whole industry profit.

Fortunately, there are a group of independent brand toy enterprises in the industry, such as Goldlok Toy Holdings, Huawei Technology, Qunxing Toys Joint-stock, Xinghui Auto Model, Alpha Animation and Culture, etc. The independent brand enterprises have their own R&D and design capabilities, and they can rapidly research, develop and design every kind of best seller products. Meanwhile, the flexibility of customers and structure ensure the pricing capacity of the enterprises. In general, the price of self-independent brand enterprises’ product is 3-5 times as high as that of foundry enterprises. In addition, with the help of capital market strength, they realize the goal of expanding market, and they have the development prospects in the near future.

The toy consumption not only relates to the consumption habit and cultural customs, but also directly relates to the economic income. The prosperity of economy and the improvement of living standard, the top consumption demand will gradually increase. At present, China’s toy consumption level is still low, but it has vast space for development.

Here, we would like to express our sincere gratitude to State Information Center, Bureau of Statistics of China, China Customs, International Information Research Institute, Chinese Academy of International Trade and Economic Cooperation, Tsinghua University Library, Development Research Center of the State Council and Beijing Essence Forward Research Center, for their great support when we conduct this report!

Notice: All the market data, especially corporations' ranking data in the report, only for business reference. Please do not take the data for enterprise publicity. Thank you! Or Forward shall not take any responsibility for any consequences!

Qianzhan Business Information Co., Ltd. Industry Research Center
Research Team of Toy Manufacturing Industry