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自2008年以来,玩具产业接连遭受金融风暴、欧债危机、出口贸易技术壁垒、国家强制性认证(CCC)和原材料涨价、劳动力成本提高以及用工难、用地难、用电难等一系列打击,进入了调整期,竞争更为激烈,优势劣汰更为显现。在这样的大背景下,不少玩具企业审时度势,调整市场战略,大力开拓市场通路,切入动漫、游戏、幼教、婴童等领域,借力文化创意、高新科技及、资本市场,创出了一片片新的天地。2012年7月18至20日,笔者应邀参加在上海新国际博览中心举行的第12届CSME孕婴童展、CBME童装展,作为亚洲最大、全球第二的孕婴童专业展览会,其展览面积达到115 .840平方米,较2011年增长44%,参展企业1,287家,展示品牌1,908个,其中童车、童床和玩具产品约占婴童产品的20%。CBME孕婴童展鼎盛的人气和规模,让玩具展会望尘莫及。玩具进入婴童渠道已是大势所趋、水到渠成。
Since 2008, the toy industry has suffered a series of blows such as the financial turmoil, the European debt crisis, the technical barriers to export trade, the national compulsory certification (CCC) and raw material prices, the increase in labor costs, and the difficulties in employing workers, , Entered a period of adjustment, competition is more intense, the advantages of the fittest is even more apparent. In this context, many toy companies assess the situation, adjust the market strategy, vigorously develop the market access, cut into the animation, games, early childhood education, baby and other fields, leveraging cultural and creative, high technology and capital markets, creating a New world. From July 18 to July 20, 2012, the author was invited to attend the 12th CSME International Baby Exhibition, CBME Children’s Wear Show held in Shanghai New International Expo Center. As the largest professional exhibition for pregnant children in Asia and the second in the world, the exhibition Covering an area of 115.840 square meters, an increase of 44% over 2011. There were 1,287 exhibitors and 1,908 brands, of which children’s stroller, crib and toy products accounted for about 20% of the baby products. CBME gestational popularity and size of the show, so that toy show unmatched. Toys into the baby channel is the trend of the times, it works.