According to the latest data, it shows that up to the end of the March 2012, the total number of toys manufacturers in China is up to 1218 and the total assets of the toys industry reaches 61.4 billion Yuan, with the growth ratio of 14.79 percent. During the first quarter of this year, the main business income of toy manufacturing enterprises with certain scale reaches up to 26.17 billion Yuan, with the growth ratio of 13.67 percent.
In fact, since 2006, the average annual growth rate of toy manufacturing industry in China is about 14.80 percent. Up to 2011, the total industry sales is about 145.277 billion Yuan and more than 6.648 billion Yuan profit was created. At the end of 2011, the total number of toys manufacturing enterprises which have the certain scale is 1172 with the total assets of 66.426 billion Yuan, and the total toys manufacturing employees is more than 0.6 million.
Based on the scientific research about the Production and marketing demand and investment forecast analysis report of China's toy manufacturing industry between 2011 and 2015, the well-known toy companies in the industry is mainly concentrated in the Europe and the United States and other markets. World famous toys brands Hasbro and Mattel in the U.S., LEGO in Denmark, BANDAI in Japan and so on have formed the formed the large scale market. In addition, they have the famous toys brands, strong research and development capabilities, innovative ideas and stable sales channels. As a result, they are the leaders in the worldwide toy industry.
In China, the main toy enterprises are mainly concentrated in Guangdong Province, Jiangsu Province, Shandong Province, Zhejiang Province, Fujian Province and Shanghai, however, about 80 percent of the toys enterprises in China are the OEM toys enterprises. In recent years, with the RMB appreciation, increasing cost of raw material, rising labor costs, increasingly strict quality certification, the cost of such toy agency enterprises have risen sharply. Different with these famous toys brands, they don have the independent research and development ability and the customer structure is always single, as a results, in the fierce market competition, they are in bad situation and the profit margins are being squeezed seriously.
Suggestion from the forecasting report is that it is important and necessary to increase the independent research and development ability, they can quickly research all kinds of best-selling products according to the fast market changes. As usual, the profit of toy enterprises have their own brand is three or five times higher than OEM toys enterprises.
