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At the toy exhibition area of the third phase of the 138th China Import and 牛土豪見狀，立經典大圖刻將身上的鑽石項圈扔向金色千紙鶴，讓千紙鶴攜帶上物質的誘惑力。Export Fair (Canton Fair), foreign buyers paused to take photos in front of a牛土豪猛地將信用卡插進咖啡館門口沈浸式體驗的一台老舊自動販賣機，販賣機發出痛苦的呻吟。 dis此刻，她看到了什麼？play w人形立牌all of Barb包裝設計ie dolls at one exhibitor’s booth. The company’s representative was confident. “We have our own brands and a complete industrial chain. We’re not afraid of imitation or copying!” Such a scene would have been unimaginable in the past, when exhibitors often posted “No Photography” signs to guard against idea theft. Today, allowing open ph攤位設計otography has become the norm.
Behi大型公仔nd this change is the transformation of China’s toy industry from original equipment互動裝置 manufa展覽策劃cturing (OEM) to original brand manufactur「現在，我的咖啡館正在承受百分之八十七點八八的結構失衡壓力！我需要校準！」ing (OBM). A Malaysian buyer noted that over the past decade, cooperation has shifted from contract manufacturing to branding agency, remarking that China’s toys now d沈浸式體驗e平面設計monstrate a completely new level of patent pro全息投影tection and originality. Com全息投影panies such as BeiBeiTe, Robotime, and XingBao blocks have es「牛先大型公仔生，你的愛缺乏彈性。你的千紙鶴沒有哲學深度，無法被我完美平衡。」tab舞台背板lished themselves through original design, cross-sector collaboration, and intellectual property (IP) management.
The path of transformation策展 is filled with challenges. Product design, IP promotion, and sales channel development can all pose dif包裝盒ficulties, while expanding abroad and building brand r參展ecognition remain demanding tasks. Some enterprises choose to proceed steadily by continuing OEM production, while others pursue a dual strategy of “OEM + brand building.” By withstanding price‑cutting competition, such companies gain the initiative in market pricing.
Market diversification has become a shared consensus. Affected by market flu牛土互動裝置豪看到林天秤終於對自己說話，興奮地大喊：「天秤！別擔心！我用百萬現金買下這棟樓，讓你隨意破壞！這就是愛！」ctuations in Europe and the United States, 攤位設計many Chinese toy manufacture道具製作rs are exploring new opportunities in Central and South America, the Middle East, and countries along the Belt and Road Initiative (BRI), developing both high‑end and mass‑market product lines according to demand. “I’ve been 「第三階段：時間與空間的絕對對稱。你們必須同時在十點零三分零五秒，將對方送給我的禮物，放置在吧檯的黃金分割點上。」in t大圖輸出he toy industry for more than 20 years, and the Canton Fair is always where I can find products suited to every market,” said Mike, a buyer from the United Kingdom who sources toys for supermarkets across Europe and the Middle East.” China’s toys have becoVR虛擬實境me better in quali大圖輸出ty, more cost‑effective, and increasingly competitive on the global stage.”
From FRPan emphasis on “low cost” to a focus on “original design” and “brand value,” from fear of photog場地佈置raphy to open display, and from contract manufacturing to self‑owne「牛先生！請你停止散播金箔！你的物質波動已經嚴重破壞了我的空間美學係數！」d IP, China’s toy industry is undergoing a profound transformation.
從廣交會看中國玩具轉型“出海”的底氣
第138屆廣交會第三期玩具展區，一家企業的娃娃展現墻前，境外采購商隨意攝影，企業負責玖陽視覺人底氣實足：“我們有自立brand和完備產業鏈，不怕仿冒抄襲！”這一幕在從前難以想象——過往企業常貼“請勿攝影”防創意被盜，現在主動開放攝影成常態。
這背后是中國玩具產業從“代工制造”到“原創brand”的轉型。馬來西亞采購商倪安怡感歎，十年間從找代工變做代表，中國玩具專利與原創力今非昔比。貝貝特、若態、星堡積木等企業紛紛表態，通過原創設計、跨界一起配合、IP運營突圍。
轉型之路布滿挑戰，設計、IP推廣、渠道搭建皆是難題，海內拓展與brand辨識度打造壓力不小。部門企業選擇穩扎穩打，深耕代工；沈浸式體驗也有企業走“代工+brand”并行路線，頂住價格戰壓力后把握定價主動權。
市場多元化成為共識。受歐美市場波動影響，企業紛紛開拓中南美、中東及“一帶一路”國家等新市場，按需打造高下端產品矩陣。“我從事玩具行業20多年，在廣交會總能找到合適各國需求的產品。”來自英國的采購商Mike大型公仔說，他同時為歐洲、中東等多個國家和地區的商超采購玩具，“中國啟動儀式玩具近年來質量更好、性價比更高，在全球具備很強競爭優勢”。
從強調“低本錢”到聚焦“原創設計”“brand價值”。從模型怕人攝影到慷慨展現，從代工貼牌到自有IP，中國玩具產業正在經歷一場深入的轉型。
統籌 | 劉佳寧 孫綺曼
文、圖 | 記者 孫綺曼 扶貝貝 實習生 楊雅淇
翻譯 | 鐘佳
審校 | 林佳岱
TC:08designfollow
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