必须选择的外贸职业岗位：玩具出海正当时，全球销售额超千亿
近年来，潮玩出海已成为一大趋势。泡泡玛特副总裁文德一将2022年定义为"潮玩出海元年"，并强调："未来10年，国际业务将是泡泡玛特最重要的发力点之一。"
In recent years, the export of trendy toys has become a major trend. Wen Deyi, Vice President of Pop Mart, defined 2022 as the "first year of trendy toy export" and emphasized: "In the next 10 years, international business will be one of Pop Mart's most important focus points."
根据国际研究机构Research and Markets预测，2019-2025年全球玩具市场将以超过4%的复合年增长率增长，市场规模预计增加超过300亿美元。
According to Research and Markets, the global toy market from 2019 to 2025 is expected to grow at a compound annual growth rate of over 4%, with the market size projected to increase by more than $30 billion.
中国玩具产业现状
Current Status of China's Toy Industry
中国被称为"世界玩具工厂"：
• 全球70%玩具产自中国
• 广东占中国出口玩具的70%
• 澄海区玩具产值约580亿元
China is known as the "World's Toy Factory":
• 70% of global toys are made in China
• Guangdong accounts for 70% of China's toy exports
• Chenghai District's toy output value is about 58 billion yuan
然而，在英国品牌评估机构发布的"全球玩具品牌价值25强"中，未见中国品牌身影，这反映出中国玩具产业在品牌建设方面的短板。
However, in the "Top 25 Most Valuable Toy Brands" released by Brand Finance, no Chinese brands appear, reflecting the shortcomings of China's toy industry in brand building.
成功出海案例
Successful Export Cases
StarPony（2020年成立）：
• 专注于智能化、IP化儿童玩具
• 已获三轮融资，估值超亿美元
• 70-80%营收将来自海外市场
StarPony (founded in 2020):
• Focuses on intelligent and IP-based children's toys
• Has received three rounds of financing with valuation exceeding $100 million
• 70-80% of revenue will come from overseas markets
52TOYS（2015年成立）：
• 国内首家"收藏玩具品牌"
• 2022年上半年海外销售额同比增长250%
• 采用"721"产品开发逻辑
52TOYS (founded in 2015):
• China's first "collectible toy brand"
• Overseas sales increased by 250% in the first half of 2022
• Adopts the "721" product development logic
玩具出海挑战
Challenges in Toy Export
主要挑战包括：
1. IP故事内容底蕴不足
2. 文化差异与本地化需求
3. 从分销模式向ToC转型
Main challenges include:
1. Lack of depth in IP storytelling
2. Cultural differences and localization needs
3. Transition from distribution model to direct-to-consumer
正如泡泡玛特公共事务总经理刘一川所说："我们现在只是走到了让当地消费者知道泡泡玛特是一家中国公司，并愿意为其产品买单这一步。"
As Liu Yichuan, General Manager of Public Affairs at Pop Mart, said: "We have only reached the stage where local consumers know that Pop Mart is a Chinese company and are willing to pay for its products."
在全球千亿级玩具市场中，中国品牌能否分得更大蛋糕，仍需时间验证。但毫无疑问，玩具出海已成为外贸领域最具潜力的发展方向之一。
In the global toy market worth hundreds of billions, whether Chinese brands can get a bigger share remains to be seen. But undoubtedly, toy export has become one of the most promising development directions in foreign trade.
