中国玩具制造2.0风靡东南亚市场：从代工到自主品牌的华丽转身
【环球时报报道】近年来，中国玩具产业正经历着从"中国制造"到"中国创造"的转型升级。随着自主设计能力和产品质量的不断提升，中国玩具制造2.0版本正在全球价值链中高端市场崭露头角。
【Global Times Report】In recent years, China's toy industry has been undergoing a transformation from "Made in China" to "Created in China". With continuous improvement in independent design capabilities and product quality, China's Toy Manufacturing 2.0 is emerging in the mid-to-high end of the global value chain.
潮玩品牌引爆东南亚市场
Trendy Toy Brands Ignite Southeast Asian Market
泡泡玛特的拉布布系列在泰国掀起购买热潮，泰国公主思蕊梵娜瓦瑞佩戴拉布布挂饰的照片更将这一潮玩推上新的热度。数据显示，今年第二季度，拉布布相关商品在越南电商平台的销售额达52亿越南盾，比第一季度增长6倍多。
Pop Mart's Labubu series has sparked a buying frenzy in Thailand. Photos of Thai Princess Sirivannavari Nariratana wearing Labubu accessories further boosted its popularity. Data shows that in Q2 this year, sales of Labubu-related products on Vietnamese e-commerce platforms reached 5.2 billion VND, a six-fold increase from Q1.
泡泡玛特2024年上半年业绩报告显示，其港澳台及海外收入达13.5亿元，同比增长259.6%，其中东南亚市场贡献5.6亿元。52TOYS泰国首店开业首月销售额达260万元人民币，多款产品一日售罄。
Pop Mart's 2024 first-half report shows its Hong Kong, Macao, Taiwan and overseas revenue reached 1.35 billion yuan, up 259.6% year-on-year, with Southeast Asia contributing 560 million yuan. 52TOYS' first Thailand store achieved 2.6 million yuan in sales in its opening month, with several products selling out within a day.
自主设计驱动产业升级
Independent Design Drives Industry Upgrade
广东澄海玩具协会副会长张振强表示："中国玩具完备的产业链为产品质量提供了坚实保障。在澄海，一个螺丝钉半小时内就能拿到。"目前澄海占全球塑料玩具生产能力的1/3左右。
Zhang Zhenqiang, vice president of Guangdong Chenghai Toy Association, said: "China's complete toy industry chain provides solid quality assurance. In Chenghai, even a screw can be obtained within half an hour." Currently, Chenghai accounts for about one-third of global plastic toy production capacity.
越来越多的中国企业注重自主设计和文化融合。泡泡玛特寻找各国本土艺术家孵化IP，52TOYS则在产品中融入泰国传统服饰等本地化元素。汕头飞鹰科技总经理吴裕钦表示："只要能设计出好产品，就不愁没客户。"
More Chinese companies are focusing on independent design and cultural integration. Pop Mart collaborates with local artists worldwide to incubate IPs, while 52TOYS incorporates localized elements like traditional Thai costumes. Wu Yuqin, general manager of Shantou Eagle Technology, said: "As long as we can design good products, we won't worry about customers."
东南亚市场潜力巨大
Huge Potential in Southeast Asian Market
数据显示，2023年东南亚玩具市场规模为56.4亿美元，预计2028年将增长至65.2亿美元。上半年中国对东盟玩具出口额达27.44亿美元，同比上涨1.22%。
Data shows Southeast Asia's toy market size was $5.64 billion in 2023 and is expected to grow to $6.52 billion by 2028. China's toy exports to ASEAN reached $2.744 billion in the first half of the year, up 1.22% year-on-year.
印尼玩具协会会长赖接福表示："中国玩具在印尼很受欢迎。"但吴裕钦也指出，东南亚市场目前畅销的多为水枪、沙滩玩具等单价较低的产品。
Lai Jiefu, president of Indonesia Toy Association, said: "Chinese toys are very popular in Indonesia." However, Wu Yuqin also noted that best-sellers in Southeast Asia are currently low-priced products like water guns and beach toys.
专家观点：中国玩具产业已从30年前的"产能出海"转变为"品牌出海"。澄海地区每年新增玩具专利授权超1万件，中国玩具正在国际市场上塑造新形象。
Expert View: China's toy industry has transformed from "capacity going global" 30 years ago to "brands going global" today. Chenghai region adds over 10,000 toy patent authorizations annually, as Chinese toys are shaping a new image in the international market.
