中国玩具产业2023年市场趋势：抓订单、拓市场、促消费
中国玩具出口创历史新高 | China's Toy Exports Hit Record High
2022年，中国玩具出口额达到3229.2亿元人民币，同比增长9.1%，创下历史新高。国内市场方面，冰墩墩、可达鸭等潮流玩具引发年轻人抢购热潮。
In 2022, China's toy exports reached 322.92 billion yuan, a year-on-year increase of 9.1%, setting a new historical record. In the domestic market, trendy toys like Bing Dwen Dwen and Psyduck sparked buying frenzies among young consumers.
全球玩具消费市场变化 | Changes in Global Toy Consumption
广东省玩具协会会长李卓明表示："2023年中国玩具产业面临较为复杂的市场形势。"虽然去年出口创新高，但部分增长来自产品涨价，未来存在诸多不确定性。
Li Zhuoming, president of Guangdong Toy Association, stated: "China's toy industry faces a relatively complex market situation in 2023." Although exports hit a record high last year, some growth came from price increases, leaving many uncertainties ahead.
数据显示，中国玩具占全球市场份额约70%，广东是中国最大的玩具生产和出口基地。全球玩具消费在2022年达到1004亿美元，中国国内市场也超过千亿元人民币。
Statistics show Chinese toys account for about 70% of the global market share, with Guangdong being China's largest toy production and export base. Global toy consumption reached $100.4 billion in 2022, while China's domestic market exceeded 100 billion yuan.
企业创新应对市场变化 | Corporate Innovation Responds to Market Changes
在第35届深圳国际玩具展（4月7-9日）上，1400多家企业将展示最新产品。积木、卡牌、魔方、盲盒等品类预计持续热销，而毛绒玩具和动漫IP授权产品可能成为爆款。
At the 35th Shenzhen International Toy Fair (April 7-9), over 1,400 companies will showcase their latest products. Building blocks, cards, Rubik's cubes, and blind boxes are expected to remain popular, while plush toys and licensed anime IP products may become bestsellers.
国内品牌如"森宝""启蒙""小鲁班"等积极推出国潮和军事题材产品，同时针对年轻消费者推出宠物陪伴型毛绒玩具。部分企业还展示了语音交互玩具等创新产品。
Domestic brands like "Senbao", "Qimeng", and "Xiaoluban" actively launched products with Chinese cultural and military themes, while also introducing companion plush toys for young consumers. Some companies showcased innovative products like voice-interactive toys.
中国玩具产业优势持续 | China's Toy Industry Advantages Persist
尽管东盟国家生产成本较低，但中国拥有更先进的生产技术、设备和完整产业链。李卓明表示，中国玩具产业的这种优势在未来十年不会改变。
Although ASEAN countries have lower production costs, China possesses more advanced production technologies, equipment, and complete industrial chains. Li Zhuoming stated that this advantage of China's toy industry will not change in the next decade.
目前，已有十余家玩具企业获得"专精特新中小企业"和"专精特新小巨人"认定。玩具作为创意产品，专精特新发展可有效拓展市场并减少同质化竞争压力。
Currently, over ten toy companies have been recognized as "Specialized, Refined, Distinctive, and Innovative SMEs" and "Little Giants". As creative products, specialized and innovative development can effectively expand markets and reduce homogenized competition pressure.
