The Global Consumer Market Is In A Downturn How Toy Enterprises Can Go To Sea To Obtain New Opportunities

In recent years, China's toy industry is facing considerable challenges in the tide of globalization. On the one hand, demographic changes, the restructuring of the global supply chain and the downturn of the international toy consumer market due to inflation have brought some pressure on China's toy exports. According to the data released by the General Administration of Customs, China's toy export volume will decline by 12.2% year on year in 2023. This data has undoubtedly sounded an alarm for the industry.

However, adversity often breeds a turnaround. With the gradual recovery of the global economy, the demand of the international toy market began to show signs of recovery. Since the beginning of this year, China's toy export data has shown positive changes, especially the year-on-year growth in January and February. Except for slight fluctuations in individual months, the overall month on month growth trend is obvious, releasing a positive signal of market recovery.

Faced with the complex and volatile international economic environment, protectionism, geopolitical and other uncertainties, Chinese toy enterprises are standing between the wind and the waves. To seize this opportunity, enterprises need not only to strengthen their independent innovation ability, promote product iteration and upgrading through technological innovation, and enhance product added value and international competitiveness; More attention should be paid to brand building, building toy brands with global influence, and achieving the leap from "Made in China" to "Created in China".

For the use of channels, we should fully consider the reality, for example, by lowering the threshold to enter the international market, and positioning the target consumer groups and markets through data analysis. At the same time, we should also go deep into market research, understand the needs and cultural characteristics of the target market consumers, follow the trend, and create products that meet the needs of the local market, So as to better reduce the dependence on the single market.

In addition, it is also necessary to actively seek opportunities for transformation and upgrading, strengthen product research and development, and ingeniously launch new products that better meet the needs of the international market, especially toys with technological innovation and cultural characteristics, which can better help China's toy industry to achieve high development on the road from "big" to "strong", better implement the multifaceted diffusion of brand influence, and strengthen the appeal.

In general, this is a battle to test the wisdom and resilience of enterprises. China's toy industry must keep pace with the times, clearly grasp the changes in market demand, and take a more active and favorable position in the global toy market with high-quality products and strong brand influence. Only in this way can we steadily move forward in the storm and realize the magnificent transformation from "world toy factory" to "world toy brand".