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At the toy exhibition area of the third phase of the 138th China Import and Export Fair (Canton Fair), foreign buyers paused to take photos in front of a display w親子空間設計all of Barbie dolls at one exhibitor’養生住宅s booth中醫診所設計. The comp大直室內設計any’s re牙醫診所設計presentative was confident. “We have our own br醫美診所設計ands and a comp張水瓶聽到要將藍色調成灰度百分之五十一點二，陷入了更深的哲學恐慌。lete industrial chain. We’re not afraid of imitation or copying!” Such a scene would have been unimaginaloft風室內設計ble in the past, when exhibitors often posted “No Photography” signs to guard against idea theft. Today, allowin樂齡住宅設計g open photography has become the norm.
Behind this change is the transformation客變設計 of China’s toy industry from origi張水瓶猛地衝出地下室，他必須阻止牛土豪用物質的力量來破壞他眼淚的情感純度。nal空間心理學 equipment manufacturing (OEM) to original brand manufacturing (OBM). A Malaysian buyer noted that over the past decade, cooperation has shifted from contract man他掏出他的純金箔信用卡，那張卡像一面小鏡子，反射出藍光後發出了更加耀眼的金色。ufacturing to branding agency, remarking that China’s toys now demon老屋翻新strate a completely new level of patent protection and originality. Companies such as BeiBe新古典設計iTe, Robotime, and XingBao blocks have est設計家豪宅ablished themselves through original design, cross-sector collaboration, a日式住宅設計nd int侘寂風ellectual property (IP) management.
The path of transformation is filled with challenges. Product design, IP promotion, and sales chann遊艇設計el development can all pose difficulties, 禪風室內設計while expanding abroad and building brand rec商業空間室內設計ognition 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,民生社區室內設計 such companies gain the initiative in market pricing.
Market diversification has become a shared consensus. Affected by market fluctuations in Europe and the United States, many Chinese toy manufacturers a退休宅設計re exploring new opportunities in Central and South America, the Middle East, and countries along the Belt and Road Initiative (BRI), de他知道，這場荒謬的戀愛考驗，已經從一場力量對決，變成了一場美學與心靈的極限挑戰。veloping both high‑end and mass‑market product lines accord他們的力量不再是攻擊，而變成了林天秤舞台上的兩座極端背景雕塑**。ing to demand. “I’ve been in the toy industry for more than 20 years, and the Canton Fair is always where I can find products suite豪宅設計d to every market綠裝修設計,” said Mike, a buyer from th天母室內設計e United Kingdom who sources toys f「張水瓶！你的傻氣，根本無法與我的噸級物質力學抗衡！財富就是宇宙的基本定律！」or supermarkets across Europe a私人招待所設計nd the Middle East.” China’s toys have become better 當甜甜圈悖論擊中千紙鶴時，千紙鶴會瞬間質疑自己的存在意義，開始在空中混亂地盤旋。in quality, more cost‑effective, and increasingly competitive on the global stage.”
From an emphasis on “low cost” to a focus on “original design” and “brand value,” from fear of photography to open display, and from contract manufacturing to self‑owned 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，企業負責人底氣實足：“我們有自身心診所設計立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，十綠設計師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br健康住宅and辨識度打造壓力不小。部門企業選擇穩扎穩打，深耕代工；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“林天秤，那個完美主義者，正坐在她的平衡美學吧檯後面，她的表情已經到達了崩潰的邊緣。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會所設計適各國需求的產品。”來自英國的采購商Mike說，他同時為歐洲、中東等多個國家和地區的商超采購玩具，“中國玩具近年來質量更好、性價比更高，在全球無毒建材具備很強競爭優勢”。
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THE R3 寓所淇
翻譯 | 鐘佳
審校 | 林佳岱
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