With the continuous recovery of the world economy, the consumption demand of the toy market is also gradually recovering. According to the forecast, the global toy market sales will reach 86.3 billion US dollars in 2010. North America and Europe are still the two largest toy consumption regions in the world, as well as the two largest toy import regions in the world. China's Chinese mainland China imports 1/3, the 2/3 of the EU's imports of toys, and China's hundred percent of the world's products, except China, which exceed 2/3.
The average annual growth rate of the toy manufacturing industry is 17.41%. By 2010, the industry's sales revenue has exceeded the 100 billion yuan mark, creating a profit of 4.142 billion yuan. By the end of 2010, there were 1899 Enterprises above Designated Size in toy manufacturing industry with total assets of 67.583 billion yuan and 673500 employees.
With the appreciation of RMB, the rise of raw material price, the rise of labor cost, and the increasingly strict quality certification abroad, the production cost of OEM enterprises has increased significantly. Due to the lack of independent research and development ability of OEM enterprises, the customer structure is single, and the rising cost cannot be transferred to toy dealers in the fierce market, the profit space is squeezed. The decline of the profit of the OEM leads to the lower profit level of the whole industry.
Toy consumption is not only related to consumption habits and cultural customs, but also directly related to economic income. The economic prosperity and the improvement of living standards promote the gradual increase of toy consumption demand. At present, China's toy consumption level is still low, and the future development space is broad.
In the first three quarters of 2013, China's toy export reached 18.157 billion US dollars, up 30.3% year on year. Among them, the export of traditional ordinary toys reached 8.43 billion US dollars, up 6.4% year-on-year. The export amount was not bad, but the export quantity of products was not satisfactory, and most of the products declined in varying degrees.
Due to the unexpected growth of orders from the United States in the second half of the year, however, many entrepreneurs are still not optimistic about how the market will operate in 2014, and there is a high probability that the toy market demand will gradually recover in the future
Although influenced by the European debt crisis and other factors, Guangdong's toy exports to Europe and the United States in the first half of this year were unsatisfactory, but in the third quarter, Guangdong's toy exports to the European Union and the United States showed a gradual recovery trend, respectively, from a year-on-year negative growth of 41%, 26% to 31% and 14%. However, exports to Japan were obviously affected by the Diaoyu Islands incident, from a year-on-year growth of 31% in the first half of the year to 26% in the third quarter. Exports to ASEAN, Latin America and Russia continued to grow well, up 24.3%, 4.5% and 10% respectively.