中国玩具产业积极应对挑战 长期发展前景看好
中新网广州7月20日电 - 受国际油价持续高位运行等因素影响，全球玩具巨头美泰、孩之宝、乐高等企业近期纷纷上调产品价格，部分单品涨幅甚至超过20%。
Guangzhou, July 20 (Xinhua) - Affected by persistently high international oil prices and other factors, global toy giants including Mattel, Hasbro and Lego have recently raised product prices, with some single items increasing by more than 20%.
作为全球最大的玩具生产出口国和第二大玩具消费市场，中国玩具产业当前发展状况如何？国产玩具价格是否会随之上涨？在第34届深圳国际玩具展即将开幕之际，记者采访了相关企业，并与广东省玩具协会会长李卓明进行了深入交流。
As the world's largest toy producer and exporter and the second largest toy consumer market, what is the current development status of China's toy industry? Will domestic toy prices follow the upward trend? On the eve of the 34th Shenzhen International Toy Fair, reporters interviewed relevant companies and had in-depth exchanges with Li Zhuoming, president of Guangdong Toy Association.
产业运行面临挑战
Industry Faces Challenges
李卓明表示，2022年中国玩具产业运行情况复杂严峻。出口方面，1-5月全国传统玩具出口额达1065.1亿元人民币，同比增长19.9%。虽然数据看似亮眼，但由于原材料价格居高不下，生产成本持续攀升，许多企业利润并不理想，经营举步维艰。
Li Zhuoming said that the operation of China's toy industry in 2022 is complex and severe. In terms of exports, from January to May, the export value of traditional toys nationwide reached 106.51 billion yuan, a year-on-year increase of 19.9%. Although the data seems impressive, due to persistently high raw material prices and continuously rising production costs, many companies' profits are not ideal, making operations difficult.
国内市场同样面临挑战：疫情多点散发导致批发市场、商场超市等主要玩具销售渠道不时停业；电商平台的玩具销售也一度遭遇物流不畅等问题。
The domestic market also faces challenges: sporadic outbreaks of the epidemic have caused wholesale markets, shopping malls and supermarkets and other major toy sales channels to suspend business from time to time; toy sales on e-commerce platforms have also encountered problems such as logistics blockages.
转型升级成效显著
Remarkable Results in Transformation and Upgrading
面对挑战，中国玩具企业积极应对。李卓明指出，广东作为中国玩具生产重镇（占全国约70%出口量，全球约50%市场份额），企业通过自创品牌、提升产品附加值等方式提质增效。今年一季度，广东玩具自有品牌出口占比已升至43.9%，而加工贸易降至27.2%，反映出产业转型升级成效显著。
Facing challenges, Chinese toy companies are actively responding. Li Zhuoming pointed out that Guangdong, as a major toy production base in China (accounting for about 70% of national exports and about 50% of global market share), companies are improving quality and efficiency by creating their own brands and increasing product added value. In the first quarter of this year, the proportion of Guangdong's own-brand toy exports has risen to 43.9%, while processing trade has dropped to 27.2%, reflecting the remarkable results of industrial transformation and upgrading.
中国玩具产业的技术和产业链优势使其在全球市场保持强劲竞争力。即便在中美贸易摩擦期间，部分跨国玩具公司尝试将订单转移至其他国家，但因产品质量问题最终又回流中国。
The technological and industrial chain advantages of China's toy industry enable it to maintain strong competitiveness in the global market. Even during the Sino-US trade friction, some multinational toy companies tried to transfer orders to other countries, but eventually returned to China due to product quality issues.
差异化发展开辟新路
Differentiated Development Opens New Path
中国玩具企业正通过"专精特新"实现差异化发展。虽然中国人均玩具消费水平不高，但庞大的人口基数使其成为仅次于美国的世界第二大玩具消费市场。2021年，中国传统玩具消费额估算达772.8亿元人民币，若加上潮玩产品，市场规模超千亿。
Chinese toy companies are achieving differentiated development through "specialization, refinement, uniqueness and innovation". Although China's per capita toy consumption level is not high, its huge population base makes it the world's second largest toy consumer market after the United States. In 2021, China's traditional toy consumption was estimated at 77.28 billion yuan, and if trendy toys are included, the market size exceeds 100 billion.
面对国际品牌的激烈竞争，中国企业另辟蹊径。例如积木企业紧扣"国潮经济"热潮，开发出"辽宁号""故宫"等富有本土特色的产品。广东省内多家企业已获得各级专精特新中小企业认定。
Facing fierce competition from international brands, Chinese companies have found another way. For example, building block companies closely follow the "national trend economy" trend and develop products with local characteristics such as "Liaoning Aircraft Carrier" and "Forbidden City". Many companies in Guangdong Province have been recognized as specialized and sophisticated SMEs at various levels.
李卓明表示，尽管今年产业运行面临挑战，但在企业努力下已出现积极变化。从年初"冰墩墩"一墩难求，到近期肯德基可达鸭玩具热销，显示玩具消费已成功向青年群体拓展，为产业发展开辟了更广阔空间。
Li Zhuoming said that although the industry is facing challenges this year, positive changes have emerged through the efforts of enterprises. From the "Bing Dwen Dwen" craze at the beginning of the year to the recent popularity of KFC's Pikachu toys, it shows that toy consumption has successfully expanded to young groups, opening up broader space for industrial development.
