中国玩具出海如何突破？打造核心IP是关键
中国玩具出海如何突破？打造核心IP是关键
How Can Chinese Toys Break Through in Overseas Markets? Building Core IP is the Key
中国玩具产业正迎来新的发展机遇。在刚刚结束的第22届中国汕头（澄海）国际玩具礼品博览会上，来自全球的采购商对中国玩具表现出浓厚兴趣。数据显示，2022年中国玩具出口额达483.6亿美元，同比增长5.6%。
The Chinese toy industry is embracing new development opportunities. At the recently concluded 22nd China Shantou (Chenghai) International Toy & Gift Fair, global buyers showed strong interest in Chinese toys. Data shows that China's toy exports reached $48.36 billion in 2022, a year-on-year increase of 5.6%.
澄海作为"世界玩具之都"地位稳固。这个产业集群拥有46000多家玩具及相关工厂，承担着全球33%的玩具产能。2022年，汕头玩具创意产业出口额突破140亿元，增速高达33%。
Chenghai maintains its position as the "World Toy Capital". This industrial cluster has over 46,000 toy and related factories, accounting for 33% of global toy production capacity. In 2022, Shantou's toy creative industry exports exceeded 14 billion yuan, with growth reaching 33%.
国际市场竞争面临新挑战。印度等国家近期实施的质量认证政策给中国玩具出口带来不确定性。专家指出，中国玩具产业需要从代工制造向品牌化、IP化转型。
New challenges emerge in international competition. Quality certification policies recently implemented by countries like India have brought uncertainty to Chinese toy exports. Experts point out that China's toy industry needs to transform from OEM manufacturing to branding and IP development.
IP建设成为行业突破关键。中国艺术研究院孙佳山研究员表示："中国玩具质量已达到国际水准，但缺乏有影响力的IP。"泡泡玛特等企业通过文化出海策略，海外收入实现147.1%的同比增长，验证了IP的价值。
IP development becomes key to industry breakthrough. Researcher Sun Jiashan from the Chinese National Academy of Arts stated: "The quality of Chinese toys has reached international standards, but lacks influential IPs." Companies like Pop Mart have achieved 147.1% year-on-year growth in overseas revenue through cultural export strategies, demonstrating the value of IP.
产业链整合势在必行。专家建议，玩具行业需要提高市场集中度，将IP开发与产业链贯通，打造"中国乐高"式的玩具帝国。随着高端化、智能化、绿色化转型加速，中国玩具产业有望实现更高质量发展。
Industrial chain integration is imperative. Experts suggest the toy industry needs to increase market concentration, integrate IP development with industrial chains, and build a "Chinese Lego"-style toy empire. With accelerated transformation toward high-end, intelligent, and green development, China's toy industry is expected to achieve higher-quality growth.
