For the Dongguan manufacturing industry, the storms of 2009 is over. The decline in exports significantly affect the Dongguan GDP. Both the toy industry, electronic industry, furniture industry, or apparel manufacturing, we heard a voice the most is: “to survive on the already very bad.” However, there are also many of the adverse economic rosy, such as clothing Industry certain brands to become the biggest winner in the domestic market.

Sold in china, Dongguan manufacturing the most popular topics, but also forced a choice. However, some people are successful, such as plain clothes, such as Kazakhstan and generation of toys. But more than that was a kind of wait and see strategy for preservation business, but now the advent of 2010, quietly, the manufacturing sector came in the spring whether to follow?

Planning / Chen, PAN Qing-Yi

Text / Reporter Zhaobi Ying, Chen Ming-map / journalist Shi Love

Early last year, the toy giant, “co-Jun” complete collapse as a symbol, Dongguan toy industry but to the sharp winter. Industry sources said a full year, largely dependent on the export of toys into the most painful year in an industry – from the winter of 2008 to the summer of 2009, the entire You Sancheng toy factory in Dongguan, about closing down or closed down.

Inventory in 2009, Dongguan toy exports from the winter of 2008 all the way down to the summer of 2009 to the freezing point, and then drop all the way narrow and has appeared optimistic about the situation – third quarter of last year, over the same period the previous year is expected to drop 10 percentage points. The most severe cold period is over, “survive” will usher in a sunny 2010. However, experts believe that independent research and development suited to China’s own price system, and cultural characteristics of toys and toys with high added value is the last resort.

Kazakhstan generation: a model for low Bosha

“Ha generation” toys Dongguan, one of the few independent brands, at present, the general manager Xiao Senlin are puffed up with pride to plan a white-collar Zhenghun Dongguan, friends and community projects. As the exclusive corporate sponsors, Xiao Senlin frankly, is a generation in order to increase the visibility of Kazakhstan.

Xiao Senlin said, everyone knows Dongguan toy industry, toy industry in China as a whole accounted for half or more, but who knows a few brands in Dongguan?

Early last year, orders plummeted, specializes in manufacturing plush toys products, Xiao Senlin watched the whole factory a few hundred workers, anxious heart abnormalities. “At that time the toy industry in Dongguan, about 3,000 more than business. Less than three months, leaving more than 2,000 until last summer, became somewhat stabilized footing.” Xiao Senlin that, especially early last year, together with the generation, including Kazakhstan, Dongguan toy companies are basically to get any decent orders, layoffs, pay cuts, cost-cutting approach popular at the time, so many workers protect their rights occurred one after another.

In Dongguan, OEM processing production accounted for 99% of the toy industry, a number of manufacturers, has its own brand, according to industry sources is not more than five, including Kazakhstan generation, Yi-min, pig, etc. Banner.

Its own brand marketing, the biggest difficulty is to establish a pipeline, time-consuming and laborious to say the least cost of consumption of amazing. This is the Dongguan Many of his counterparts do not want to go its own brand reasons. “OEM is relatively easier, as long as orders for foreign brands to find on the list.”

Xiao Senlin at that time thought of taking a conservative strategy, but was later persuaded him to some customers than a last-ditch, and take the domestic market, since Kazakhstan had already been a generation has its own brands and patents, but no good use.

As a result, Kazakhstan has one generation to engage in domestic orders will be agents. “South China, southwest, northwest and northeast of the merchants have come to illustrate the domestic market there is a lot of space.” Xiao Senlin be greatly encouraged to develop immediate measures for the domestic market.

He did not expect that just such a move, Kazakhstan generation in a number of toy companies, laid the domestic market in 2009 as a benchmark position.

Kazakhstan generation of today’s market share, nearly flat at home and abroad, it is very scientific proportion of the risk to a minimum. Kazakhstan generation, person in charge said, the next will be R & D high-tech toys for different ages, so as to maintain the unbeaten run of the body.

Face 2009

Positive: Dongguan toy domestic “first year”

Yi-min toy factory in Dongguan City, the official told reporters that since last year, toy factory labor costs rose by 15%, a number of metal raw material prices are rising. However, orders began to gradually picked up, or last year, are really “not survive the coming.” Is now to find a way to retain and attract experienced workers, we should further explore new markets.

In 2009, domestic enterprises have become the common goal of the toy industry, but brands have such an opportunity, those foreign brands produced by foreign companies is still only highly anticipated orders. Industry sources said that its own brand toys Dongguan very little is currently playing all over no more than five operators.

Pig ban had been developed, Dongguan and other local brands history confirms one thing: the brand takes time to cultivate, the process has a very long time period may be no return on investment, so need the money.

This year early in October, Dongguan City, Toy Association organized 30 enterprises to participate in a few toys Dongguan, Shanghai Toy Fair. Popular merchants from the field of view, Dongguan toy booths are very popular. Many business representatives demonstrated a strong willingness to cooperate. Can be seen that large domestic demand.

Negative: to reduce and credibility of the decline in external demand

Last year, the biggest weakness of Dongguan toy industry, the reporter learned from several banks, the financial crisis had led to bank loans are very cautious, and their loans for the toy companies is very little reason for the toy industry last year, the risk of is too high.

Huangpu Customs and Excise Department official pointed out that exports of Dongguan toy to face the following difficulties. The first is the financial crisis caused by shrinking external demand. In 2008 the international financial crisis, Europe and the United States and other developed economies are in recession, the rapid reduction in external demand. The toy as a typical bear the brunt of the non-necessities of life, order up a drop of 1 / 3 to 1 / 2.

Followed by recall of events frequently, so that damage to the credibility of chinese toys, toys Dongguan, the demand for adverse effects.

In addition, the export enterprises will be faced with the impact of exchange rate changes, because the purchaser will pay over a certain time span, shipping and the actual receipt of payment at different times, resulting in different exchange rates before and after the exchange risks brought about, resulting in cost pressures.

At the same time, India, Vietnam and other competitors in the export currencies have depreciated, and its domestic consolidated to create a cheaper, China’s toy market is suffering from low-cost squeeze, toys and corporate profits have been further reduced, capital strength and relatively weak SME managers even more difficult.

Outlook 2010

A new approach: the development of adult toys, high-tech toys

Dongguan Toy Industry Association, the Secretary-General Chenxiang You believe that the current Dongguan toy industry there is a clear trend is that domestic growth, a large number of production shifts to the internal market.

On the export side, Chenxiang You believe that enterprises should strengthen their regulations and standards of international toys information, understanding, and timely collection and study of foreign technical regulations and improve the enterprise’s own response capacity; In addition, it should actively develop overseas markets and segments, to reduce Europe and the United States such as dependence on traditional markets.

And the Dongguan Institute of Technology, Department of Economics Professor Li Chuanzhi said that Dongguan toy industry in exports should be “to find some new ways”, for example, opening up the international emerging markets, Europe and the United States market for our past children’s toys, adult toys should be further developed, high – scientific and technological content of electric toys, puzzle toys. He said that the U.S. and European markets account for adult toys in fact is a big market share, the Japanese toy adult toy market in Japan alone accounts for 70%, so it’s development.

In addition, it should also open up some hi-tech toys. Dongguan-owned enterprises reflects a lack of intellectual property protection affect the speed of development and growth of enterprises, the Government should study the appropriate protection of intellectual property of toys, so that businesses can feel at ease research and development of toy products with high added value.

In addition to open the domestic market, enterprises should also be from the “manufacturing” to “create” the development of a number of local brands. The financing, Xiao Senlin expressed the hope that the Government can give toys corporate finance some support.

Inventory in 2009, Dongguan Toy Industry

According to Huangpu Customs statistics, in October 2008 to September 2009, Dongguan toy exports amounted to 1.27 billion.

Since June 1, 2009, the state will toy export tax rebate rate increase to 15%, this will help boost market confidence, while the production season with the arrival of chain exports increased significantly, to the date of export in September 7 consecutive months, the amount of growth in exports in September month has been restored to 180 million U.S. dollars, higher than the level of exports in October 2008. Meanwhile, exports of Dongguan toy to the United States began to pick up.

Professor Li Chuanzhi told reporters that they are doing, Dongguan Institute of Research on the toy industry. He said that in 2009 more than 3,000 toy companies, Dongguan is estimated that fewer than one-fourth to one-third last year, but the reduction are small businesses, enterprises above designated size was in 2008 the number of 176. This is very focused on more than 3,000 enterprises, distribution is more scattered, often flat, Daojiao toy companies such as eight more went to the town it only accounts for about half, there are more than 1,500 are located in other townships.