中国玩具产业成功转型：从代工生产到自主品牌崛起
中新网广州3月21日电 - 中国玩具产业近年来取得了显著的转型升级成果。广东省玩具协会会长李卓明在广州接受采访时表示，中国玩具产业已成功摆脱了传统的加工贸易模式。
According to Xinhua News Agency, Guangzhou, March 21st - China's toy industry has achieved remarkable transformation and upgrading results in recent years. Li Zhuoming, president of Guangdong Toy Association, stated in an interview that the industry has successfully moved beyond traditional processing trade models.
统计数据显示，2016年中国玩具产品出口同比增长9.46%。特别值得注意的是，以自有品牌方式出口的"一般贸易"首次超越"加工贸易"，这标志着中国玩具产业开始摆脱数十年来以代工为主的生产模式。
Statistics show that China's toy exports grew by 9.46% year-on-year in 2016. Notably, "general trade" exports with independent brands surpassed "processing trade" for the first time, marking the industry's transition from decades of OEM-dominated production.
产业转型历程
Industry Transformation Process
中国玩具产业起源于改革开放初期，当时香港和台湾玩具企业陆续迁移到大陆生产，主要以"加工贸易"代工模式为主。然而，随着民营企业的兴起和多次国际危机的冲击（包括2007年美国玩具召回事件、世界经济危机和欧洲债务危机），企业被迫加强产品创新和品牌建设。
The Chinese toy industry originated in the early days of reform and opening up, when Hong Kong and Taiwan toy companies gradually moved production to the mainland, mainly adopting OEM processing trade models. However, with the rise of private enterprises and multiple international crises (including the 2007 US toy recall incident, global economic crisis, and European debt crisis), companies were forced to strengthen product innovation and brand building.
这种转变使得出口结构发生显著变化："一般贸易"比例逐年上升，而"加工贸易"比例则逐年下降。到2016年，加工贸易占比已从改革开放初期的近90%降至29.04%。
This transformation led to significant changes in export structure: the proportion of "general trade" increased year by year, while "processing trade" decreased. By 2016, processing trade had dropped from nearly 90% at the beginning of reform and opening up to 29.04%.
技术领先与品牌崛起
Technological Leadership and Brand Emergence
如今，中国玩具产业不仅在生产技术上领先世界，产品创新能力和性价比也达到了世界先进水平。许多高科技玩具产品已由中国企业自主设计生产。
Today, China's toy industry not only leads the world in production technology, but also achieves world-class levels in product innovation and cost performance. Many high-tech toy products are now independently designed and produced by Chinese companies.
随着自主品牌能力的提升，中国高端玩具市场格局也发生了变化。商场货架上，"可儿娃娃"与"芭比娃娃"并排销售，一些消费者会放弃购买乐高积木而选择国产的"邦宝积木"或"乐博士积木"，因为国产玩具在设计、创意和质量上已不逊于进口产品，但价格更具竞争力。
With the improvement of independent brand capabilities, the landscape of China's high-end toy market has also changed. On store shelves, "Keer Dolls" are sold alongside "Barbie Dolls", and some consumers choose domestic brands like "BanBao Blocks" or "Dr. Play Blocks" over Lego, as domestic toys are now comparable in design, creativity and quality to imported products, but more competitively priced.
在高科技玩具领域，中国品牌甚至实现了弯道超车。例如，遥控飞机玩具市场已基本由中国品牌主导。
In the high-tech toy sector, Chinese brands have even achieved overtaking. For example, the remote control aircraft toy market is now largely dominated by Chinese brands.
未来挑战
Future Challenges
尽管取得了显著进步，李卓明会长指出："尽管国产玩具价廉物美，但中国玩具企业仍需要努力提升品牌和社会、大众对品牌的认知度。"
Despite significant progress, President Li Zhuoming pointed out: "Although domestic toys offer good value for money, Chinese toy companies still need to work hard to enhance brand awareness and public recognition of their brands."
