从代工厂到潮玩之都：东莞石排镇如何"玩"出120亿产业
从代工厂到潮玩之都：东莞石排镇如何"玩"出120亿产业
From OEM to Trendy Toy Capital: How Dongguan's Shipai Town Built a 12 Billion Yuan Industry
新华社广州12月27日电 - 在广东省东莞市石排镇，从毛绒玩具到解压玩具，几乎所有你能想到的玩具品类都能找到。这个被誉为"潮玩之都"的小镇，年产值已接近120亿元。
Xinhua News, Guangzhou, Dec 27 - In Shipai Town of Dongguan City, Guangdong Province, you can find almost every toy imaginable, from plush toys to stress-relief toys. This so-called "Capital of Trendy Toys" has an annual output value approaching 12 billion yuan.
从代工到自主品牌的转型之路，石排镇用了40年时间。如今这里聚集了4000多家玩具生产企业和1500家配套企业，生产全国80%的潮玩产品，全球30%的动漫衍生品。
The transition from OEM to independent brands took Shipai Town 40 years. Today, it hosts over 4,000 toy manufacturers and 1,500 supporting enterprises, producing 80% of China's trendy toys and 30% of global anime derivatives.
毕锦铭是这一转型的见证者。1980年代，他和妻子用全部积蓄创办了小作坊："当时只有7个人两条生产线，从学习配色开始做代工。"如今他的广东狼博旺实业已转型为宠物潮玩制造商。
Bi Jinming witnessed this transformation. In the 1980s, he and his wife started a small workshop with their life savings: "We began with just 7 people and 2 production lines, learning color matching for OEM work." Today, his Guangdong Langbowang Industrial has transformed into a pet toy designer.
数据显示，2023-2024年，石排镇纯代工企业从31家减少到26家，而拥有自主品牌的企业从14家增加到22家。
Statistics show that from 2023 to 2024, pure OEM enterprises in Shipai decreased from 31 to 26, while those with independent brands increased from 14 to 22.
情感价值成为新卖点。晴光玩具的"巴风特"小羊采用"追光眼"技术，让玩具仿佛能注视玩家，满足现代人的情感陪伴需求。
Emotional value has become a new selling point. Qingguang Toys' "Baphomet" lamb uses "light-chasing eye" technology to make it appear to watch players, meeting modern emotional companionship needs.
创新玩法层出不穷："本'潮'纲目"项目将玩具做成中药形态，店员扮演老中医开"处方"；潮玩主题酒店让游客沉浸式体验；工业研学游串联产业链...
Innovative approaches abound: the "Ben'Chao' Gangmu" project shapes toys like traditional Chinese medicines, with staff playing "doctors"; trendy toy-themed hotels offer immersive experiences; industrial study tours connect the industrial chain...
石排镇的成功证明：传统制造业通过文化赋能和情感链接，完全可以实现从"中国制造"到"中国创造"的华丽转身。
Shipai's success proves: traditional manufacturing empowered by culture and emotional connection can achieve a magnificent transformation from "Made in China" to "Created in China".
