国际玩具市场需求旺盛 为何中国出口仍面临挑战？
【中外玩具网 9月15日讯】当前玩具市场行情如何？许多玩具企业家都会皱眉表示："生意难做！"但这是否意味着玩具市场需求不旺呢？最新发布的行业数据给出了相反的答案。
【CTOY News Sept 15】 How is the current toy market? Many toy entrepreneurs would frown and say: "Business is tough!" But does this mean weak market demand? The latest industry data tells a different story.
全球数据显示，美国、欧洲和日本三大玩具消费市场今年明显升温。尼尔森集团(NPD)调查显示，其监测的11大类玩具中，10类在美国市场实现显著增长。NPD美国副总裁茱莉认为"今年是美国玩具产业近十年来最好的一年"。
Global data shows the three major toy markets - the US, Europe and Japan - have significantly warmed up this year. NPD Group's survey indicates that among 11 major toy categories monitored, 10 showed substantial growth in the US market. Julie, NPD's US vice president, stated "this is the best year for the US toy industry in nearly a decade".
GFK数据显示，英国消费者信心指数达到1990年以来新高。日本玩具协会报告显示，2014财年日本玩具市场同比增长9%，创10年最高纪录。
GFK data shows UK consumer confidence hit its highest level since 1990. The Japan Toy Association reported 9% growth in FY2014, a 10-year record high.
那么，为何中国玩具企业仍感困难？分析发现三大主因：
So why are Chinese toy companies still struggling? Analysis reveals three main reasons:
1. 产能过剩：2015年1-5月，中国玩具出口企业达4963家，同比增长8.17%，同业竞争加剧。
1. Overcapacity: From Jan-May 2015, China had 4,963 toy export enterprises, up 8.17% YoY, intensifying competition.
2. 产品同质化：市场调查显示，主流产品仍以故事机、遥控飞机等为主，创新不足。
2. Product homogenization: Market research shows mainstream products remain dominated by story machines, remote control aircraft, etc., lacking innovation.
3. 订单流失：2014年日本玩具市场增长9%，但中国对日出口却下降13.8%，显示"中国制造"不再是唯一选择。
3. Order loss: While Japan's toy market grew 9% in 2014, China's exports to Japan fell 13.8%, showing "Made in China" is no longer the only option.
中国玩具业发展30余年后，土地、政策和劳动力优势逐渐衰退。企业需要转型升级，提升竞争力，这值得每位从业者深思。
After 30+ years of development, China's toy industry sees declining advantages in land, policies and labor. Companies need transformation and upgrading to enhance competitiveness, which deserves every practitioner's deep consideration.
（转载请注明中外玩具网 news.ctoy.com.cn）
(Reprinted from China Toy News news.ctoy.com.cn)
