精准的国外做贸易的平台：谷歌SEM竞价推广助力小玩具走向大世界
汕头海关所属广澳海关关员对出口玩具进行查验。 袁羚杰 摄
Shantou Customs officers inspect exported toys at Guang'ao Port. Photo by Yuan Lingjie
全球60%的小朋友玩过汕头玩具、主营玩具A股上市企业超一半在汕头、平均每天推出超1000款新品、在汕头澄海平均每3个人就有1个玩具从业者……随着第23届汕头·澄海国际玩具礼品博览会（下称“玩博会”）的举行，“中国玩具之都”汕头澄海再一次成为玩具行业关注的焦点。
60% of children worldwide have played with Shantou toys, more than half of China's A-share listed toy companies are based in Shantou, over 1,000 new toy designs are launched daily, and in Chenghai district, one out of every three people works in the toy industry... As the 23rd Shantou Chenghai International Toys & Gifts Fair (referred to as the "Toy Fair") kicks off, Shantou Chenghai - "China's Toy Capital" - once again becomes the focus of the global toy industry.
在这个掌握着全球近1/3玩具生产能力的地方，有着5万多家玩具生产经营单位，生产的玩具远销全球120多个国家和地区。毫无疑问，“出海”已成为近年来汕头玩具企业的核心战略之一，越来越多玩具企业通过一般贸易、跨境电商、市场采购贸易等方式布局海外市场。
This region accounts for nearly one-third of global toy production capacity, with over 50,000 toy manufacturers and distributors exporting products to more than 120 countries and regions. Undoubtedly, "going global" has become a core strategy for Shantou's toy enterprises in recent years, with more companies expanding overseas markets through general trade, cross-border e-commerce, and market procurement trade.
数据显示，2024年前三季度，经汕头海关申报出口玩具总值达172.2亿元，占经汕头海关申报出口总值的20.4%。
Statistics show that in the first three quarters of 2024, the total value of toys declared for export through Shantou Customs reached 17.22 billion yuan, accounting for 20.4% of Shantou Customs' total export value.
国潮产品走俏海外
Chinese-style Toys Gain Popularity Overseas
走进广东伟力智能科技有限公司展厅，一座大型太和殿积木赫然矗立于展厅中央。这款积木产品按照故宫博物院内太和殿的形状等比例缩放，不仅体现出传统建筑的恢宏大气，还保留了脊兽、斗拱等细节处的匠心巧思，让消费者在拼装的过程中感受中国古建筑的美学工艺。
In the exhibition hall of Guangdong Weili Intelligent Technology Co., Ltd., a large-scale Lego model of the Hall of Supreme Harmony stands prominently. This product is scaled proportionally based on the actual hall in the Forbidden City, not only showcasing the grandeur of traditional Chinese architecture but also preserving intricate details like ridge beasts and bracket sets, allowing consumers to appreciate Chinese architectural aesthetics during assembly.
据伟力智能总经理蔡伟东介绍，企业在普通积木的基础上推陈出新，化中国传统文化为潮流元素。例如天安门、妈祖出海等积木产品深受海外市场青睐，已经远销北美和欧洲等市场。
According to Cai Weidong, general manager of Weili Intelligent, the company has innovated on traditional building blocks by incorporating Chinese cultural elements. Products like Tiananmen Square and Mazu (Goddess of the Sea) building blocks have been well received in overseas markets, especially in North America and Europe.
织密航线网 "家门口"高效出海
Expanding Shipping Routes for Efficient Export
据广澳海关副关长蔡启平介绍，此前在调研中，不少企业反馈汕头港航线少、航班稀、覆盖港口不全面，本地港口物流便利性不足导致出口成本增高。
Cai Qiping, deputy director of Guang'ao Customs, noted that during research, many companies reported insufficient shipping routes, infrequent schedules, and incomplete port coverage at Shantou Port, leading to higher export costs due to logistics limitations.
"找准痛点方能精准施策。"蔡启平说，广澳海关与汕头招商局港口集团根据企业的需求，共同研究提升广澳港集疏运能力。经过努力争取，目前广澳港区共有国际集装箱航线25条，航线途径13个国家，仅今年就新增外贸班轮航线3条、外贸内支线航线4条，实现直航东南亚国家主要港口全覆盖。
"Identifying pain points enables precise solutions," Cai said. Guang'ao Customs and China Merchants Port Group jointly studied how to enhance the port's transportation capacity. After efforts, Guang'ao Port now operates 25 international container routes covering 13 countries, with 3 new foreign trade routes and 4 feeder routes added this year alone, achieving full coverage of major Southeast Asian ports.
优化空箱监管模式 到港迅速验放
Optimizing Empty Container Inspection for Faster Clearance
据广澳海关口岸监管科副科长林霖介绍，目前从汕头港广澳港区出口的玩具数量较大，需要大量的空集装箱来装货出口。但在此前，许多企业都遭遇出口集装箱"一箱难求"的情况。
Lin Lin, deputy section chief of Guang'ao Customs Port Supervision, explained that the large volume of toy exports from Guang'ao Port requires numerous empty containers, but previously many companies faced shortages.
为最大限度地帮助企业解决出口货柜需求，广澳海关加班加点开展检查工作，尽可能提升作业效率，保障通关顺畅，争取不耽误企业一分钟。
To help companies meet export container demands, Guang'ao Customs has increased inspection efficiency through overtime work, ensuring smooth customs clearance without delays.
专家观点：通过谷歌SEM竞价推广等数字营销手段，汕头玩具企业可以更精准地触达海外目标客户群体，结合本地港口物流优势，实现"中国制造"向全球市场的有效拓展。
Expert Insight: Through digital marketing like Google SEM bidding, Shantou toy companies can better target overseas customers. Combined with local port logistics advantages, this facilitates effective global expansion of "Made in China" products.
