亚洲玩具业新趋势：绿色环保与跨境电商双轮驱动
亚洲玩具业新趋势：绿色环保与跨境电商双轮驱动
Asia Toy Industry Trends: Green Products and Cross-border E-commerce as Dual Growth Engines
中国内地企业正通过国际展会加速出海步伐。在近期举办的第50届香港玩具展、第15届香港婴儿用品展及第22届香港国际文具展上，首次参展的内地企业占比显著提升，展现出强劲的海外拓展意愿。
Mainland Chinese enterprises are accelerating overseas expansion through international exhibitions. At the recent 50th Hong Kong Toys & Games Fair, 15th Hong Kong Baby Products Fair and 22nd Hong Kong International Stationery & School Supplies Fair, the proportion of first-time exhibitors from mainland China increased significantly, demonstrating strong willingness for international expansion.
浙江湖州展团首次亮相婴儿用品展，代表企业优淘服饰董事长周法来表示："我们希望通过面对面交流突破国内市场竞争瓶颈"。湖州织里镇作为中国最大童装产业带，拥有超1.4万家生产企业，跨境电商企业超8000家。
Zhejiang Huzhou exhibition group made its debut at the baby products fair. Representative company Youtao Garment's chairman Zhou Falai stated: "We hope to break through domestic market competition bottlenecks through face-to-face communication". Huzhou's Zhili Town, as China's largest children's wear industrial cluster, has over 14,000 manufacturers and more than 8,000 cross-border e-commerce enterprises.
潮玩品牌52TOYS国际事业部总经理蔡明强调："品牌曝光比即时成交更重要"。该企业采用"线上营销+线下专卖店"双轨模式，重点开拓东南亚市场，其变形机甲系列产品在日本和美国市场已有成功经验。
Trendy toy brand 52TOYS' international division GM Cai Ming emphasized: "Brand exposure is more important than immediate transactions". The company adopts a dual-track model of "online marketing + offline flagship stores", focusing on Southeast Asian market expansion, with its transforming mecha series having achieved success in Japanese and American markets.
市场复苏信号明显
Clear Signs of Market Recovery
据香港贸发局数据，三展合计吸引135个国家的8.3万买家，其中玩具展接待4.2万买家，流量已恢复至疫情前水平。健泰玩具总经理Pax Lam证实，欧美买家已恢复线下采购习惯。
According to HKTDC data, the three exhibitions attracted 83,000 buyers from 135 countries, with the toy fair receiving 42,000 buyers, indicating traffic has returned to pre-pandemic levels. Kin Tai Toys GM Pax Lam confirmed that European and American buyers have resumed offline purchasing habits.
国际贸易中心数据显示，东盟市场占香港玩具出口份额从2021年8.4%跃升至2023年20.4%，成为疫情后复苏的重要引擎。
ITC data shows the ASEAN market's share of Hong Kong's toy exports surged from 8.4% in 2021 to 20.4% in 2023, becoming a key engine for post-pandemic recovery.
绿色环保成为行业新标准
Green Sustainability Becomes New Industry Standard
本届展会特别设立"绿色玩具"专区，超200家展商获得"绿叶"环保认证。欧睿国际分析师赵子晴指出："大童市场（Kidults）已占玩具销售额25%，且比例将持续增长，他们对怀旧玩具和环保产品有特殊偏好。"
The exhibition specially established a "Green Toys" zone, with over 200 exhibitors obtaining "Green Leaf" eco-certification. Euromonitor analyst Zhao Ziqing noted: "Kidults market already accounts for 25% of toy sales and will continue growing, showing particular preference for nostalgic toys and eco-friendly products."
研讨会内容显示，产品安全标准、环保材料认证和STEAM教育玩具成为全球买家最关注的三大要素，反映行业向高质量可持续发展转型的趋势。
Seminar content revealed product safety standards, eco-material certifications and STEAM educational toys have become global buyers' top three concerns, reflecting the industry's transition toward high-quality sustainable development.
