Under the concussion of financial crisis, the number of China toys enterprises reduced a half in 2008, while the export amount kept growing. In 2009, China toys export faced unprecedented challenges. Affected by slipping occident economy and shrunk market demand, China toys export fell by 22.46% in 2009 than in 2008. In 2009, the accumulated export of video games, bicycles and Christmas articles was up to U$12.05 billion, falling 30% than 2008, while the export of plastical toys, wooden toys and plush toys was up to U$7.78 billion, falling 10% than 2008.
In 2009, the export of processing trade still took a great part, while the common trade export had a little increase. Toys export in the way of processing trade was up to U$4.05 billion, falling 16.7% in 2009. In the same period, the common trade export was up to U$2.73 billion, increasing by 2.4% and taking 35.1% of China toys export at the same period.
Toys category declined overall
The export has fallen in three months since October, while began to grow in December. China toy export went on negative growing in thirteen months since November in 2008. Till December, the export began to increase, by 4.5%.
Only the export of model parts and intellectual toys has a little increase, other toys all delined than before. As the largest production base of baby carriages, most Chinese enterprises have occupied over 50% in European and American markets. Among traditional toys, animal toys still kept the biggest exporting advantage. In 2009, the export was up to 1.36 billion yuan, falling 24.1% than 2008.
Guangdong still stood first and Mainland provinces and cities advanced obviously
Guangdong still plays a leading place in China toys export, while other provinces and cities all shorten their differences. Top ten areas of toys export are Guangdong, Shandong, Zhejiang, Jiangsu, Shanghai, Fujian, An’hui, Liaoning, Jiangxi and Hubei. Jiangxi, Hubei and An’hui kept growing with increase of 124.3%, 30.2% and 6.5%.
It is analysed that toys export in Mainland provinces and cities developed fast due to the investment invitation in Middle area and diversion industry policy. Depending on perfect industry assort and valuable experiences, traditional toys production areas including Guangdong, Zhejiang and Shandong and so on took part 90% of China toys export. What’s more, toys export in Shandong keeps fast growing in recent years.
Foreign labels speed up to develop domestic market At the beginning of 2009, China government implemented many policies to support domestic market. Most toys enterprises change their focus to domestic sale. With the improvement on technology and quality, domestic toys shortened the differences from imported toys. In another way, enterprises also expand to promote and build labels. Seeing from domestic toys fairs, most domestic toys enterprises pay high attention to domestic market. In addition, China toys exported to traditional markets declined while increase in ASEAN exports. Meanwhile, the export in foreign-invested enterprises and state-owned enterprises fell significantly, while private sectors keep stable growing.