Last year international economic environment, the deterioration caused by industrial development in china is not a small impact on the export of light as an important industry, but also greatly affected. Toys manufacture and export of China’s traditional dominance of light industry, export volume ranking first in the world of toys produced in China account for about 70% of the total toy. In order to understand the toy industry to address the financial crisis, the Ministry of Industry and Information Technology Division and the Office of the consumer goods industry personnel in recent days on the toy industry gathering places – Chenghai District, shantou City, Guangdong Province, toys & gifts industry conducted a special investigation, the to Enterprise, India into the eyes is the production of a busy scene. Since the financial crisis, the country’s exports and sales of the toy industry is generally declining, Chenghai toys & gifts industry, but still maintain a good momentum of development, the industry does not appear the phenomenon of large-scale collapse. Since September 2008, the region continued to grow year on year exports of toys gifts this year, a quarter of above-scale industry, exports of toys & gifts 35.3% compared with same period last year. Shantou City Chenghai District, through the examination of toy industry, we summarized that they have the following characteristics:

    1, businesses and government attach great importance to its own brand and regional brand building

    2008 Shantou Chenghai toys gifts in production of nearly 3,000 enterprises, employing over 100,000 people, 16.2 billion yuan output value and export more than 300 million U.S. dollars.

    At present, the region has two brand-name products in China, provincial famous brand 3, the state inspection-free export of products 1, emerged out of Audi, Hua Wei, Qun-xing and some other quite competitive in the domestic and foreign markets well-known brand. Chenghai District was identified in 2005 as “an international brand, Guangdong Province, the creation of regional pilot areas.” The district government to take this opportunity to actively integrate resources to carry out “Chenghai toys” collective trademark registration, so that the formation of corporate brand toys gift industry, interaction with regional brands and distinctive features, competitive advantages are obvious industrial system.

    Second, leading companies focus on technology development and innovation

    Chenghai Toy leading enterprises have paid great attention to technological development and technological innovation, and examines several large companies, the annual R & D investment amounts are in 1000 million yuan, accounting for 5-7% of corporate sales, corporate R & D staff more than 100 the number of people . To the end of 2008, the region of patent applications reached total toy 6495, at present the region has five state-level high-tech enterprises, 18 provincial-level high-tech enterprises, 25 provincial-level private technology enterprises; provincial-level enterprise technical centers, two , the provincial engineering technology research and development center 3.

    3, leading enterprises to actively promote the transformation and upgrading to high-end industrial development

    First, leading companies will Animation cultural elements into the toy products, toy gift industry to promote the development of innovative high-end, driven toy industry restructuring and upgrading. Second, the leading enterprise applications in industry cluster development. Chenghai toys & gifts industry, nearly 3,000 enterprises, mostly small businesses, many of which are family workshops processing unit, their mode of production is basically a number of small businesses and family workshops for supporting a large enterprise producing a product parts, the final concentrated in large enterprises assembly. Alpha Animation and Culture Co., Ltd. an enterprise, driven nearly 200 cooperative enterprises and units, whom toy parts supporting production. This division of labor mode of production which led to the development of the whole industry chain, forming a good accumulation of effects and ability to resist risks.

    Fourth, key enterprises in employment increased rather than decreased

    Since the financial crisis, Chenghai toys & gifts on the production enterprises, which have reduced orders, but basically there is no large-scale layoffs. In contrast, many businesses are still expanding recruitment, recruit dozens of small businesses, large enterprises move thousands of people, job placement obvious effects on the local economic and social stability and harmonious development has made important contributions.

    5, pay attention to developing domestic and foreign markets

    First, enterprises with export advantages to maintaining good momentum of growth, while exports to actively explore the domestic market. 2 is a positive adjustment in export ratio of domestic exports make up less than. The third is to improve marketing methods, effective to expand the international market. Some powerful enterprises to set up overseas marketing company, according to consumption abroad need to improve product design, changes in the species.

    6, the local financial support for animation industry

    , Chenghai District and co-operation between China Central Television CCTV Animation signed an agreement to establish strategic partnerships, Chenghai District, a CCTV image of toy products designated animation production base. The district government set up special financial support for the development of cultural industries animation special fund, from 2008 to 2010 invested 6 million yuan per year in order to promote animation toy industry.

    7, local governments pay attention to public service

    Chenghai District Government, the District Economic and Trade Commission from personnel training, quality control, information consulting, logistics and e-commerce in such areas as building a public service platform for enterprises. One is the establishment of a Chenghai toys cluster site; the second is the establishment of Guangdong Chenghai toys Technical Test Center, for toys & gifts exports inspection and testing services. The third is held regularly at the local National Toy and Gift Fair, since 1999 has been successfully held the tenth.

    Chenghai toys & gifts industry, able to maintain a strong vitality Another important factor is to the natives of private entrepreneurs who embodies the self-reliance, perseverance, solidarity, and innovative entrepreneurship. They rely on themselves based on local, independent design and production, and has created its own brand, and adhere to self-development. It is this national spirit, achievement of the Chenghai toys & gifts industry development and growth, effective implementation of the transformation of “dangerous” to “machine.” With other regions of OEM-based mode of production, compared, showing a strong ability to withstand the impact of the financial crisis. This is China’s light industry export-dependent industries, and provides a benefit of their experience.