To solve the cost problem by means of industrial transfer, to increase the added value of products by means of scientific and technological innovation, to follow the trend of even leading the industry by injecting fresh "bloods"... In spite of numerous obstacles, many plush toy companies are still firmly Embark on the path of innovation and development.

Once upon a time, the plush toys that are cute in appearance and affordable are popular with consumers because of their popularity. Nowadays, under the dual pressures of rising domestic labor costs and weak international economic conditions, the development of plush toy companies is facing more and more resistance. How companies break the board and achieve countercurrents has become the focus of discussion in the industry.

At the 120th Canton Fair, the reporter found that the desire to break through has continued to grow as the living soil of plush toys has gradually become "desertified." Industrial transfer, technological innovation, introduction of talents... More and more plush toy companies are actively seeking ways to get out of trouble.

Industry development resistance

Plush toys were once the first choice for home decoration and gifts for relatives and friends. Under the impact of educational toys, electric toys and smart toys, the living soil of plush toys gradually became “desertification” and the status quo was worrying.

The biggest challenge facing the development of the industry is the increase in labor costs and the unsustainable human resources. Chu Jianping, general manager of Nanjing Delta Toys & Gifts Co., Ltd., attended the 30th Canton Fair. When interviewed by International Business News, his speech was full of helplessness: “As a labor-intensive industry, the retractable space of the plush toy industry is getting smaller and smaller. First of all, the cost of labor in China is increasing. The monthly wages of former workers are around 1,000 yuan and now they reach 3,000 yuan, which leads to higher product costs. Second, the most important element of labor-intensive industries is workers, and now The average age of factory workers is basically in the 50-55 age range, and young people are increasingly reluctant to engage in this industry. This has led to a shortage of human resources and unsustainable industrial development.

The related personnel of Jiangsu Huihong International Group Zhongding Holdings Co., Ltd. also expressed similar views to reporters: “The increasing domestic labor cost is not only a plush toy industry, but also exists in all industries.”

Another important issue facing the growth of the plush toy industry is the low value-added products that can easily be counterfeited. Now there is a cute plush rabbit toy on the market. The slogan “Ignore I'm gonna show you dead” is popular among fans and is called “mountain rabbit”. The same "mount dead rabbit", from the stall to the supermarket, to the shop, and then to the mall's price from tens of dollars to thousands of dollars. Difficult prices and similar quality make consumers difficult to discern.

“The design of plush toys is often not particularly high in terms of scientific and technological content. A glance at the products can imitate them.” Xu Xiaoyan, general manager of Beijing Shenghua Toys Co., Ltd. reluctantly told reporters.

The transformation is not easy to be a major pain point for the development of the company. Chu Jianping complained to reporters: “For private owners, transformation is not an easy task. We have been doing toys for 20 years, and the industrial chain is very complete. There is a great deal of pressure on the transition. Interlacing can only be separated by mountains. Continue to stick to this position."

Innovation transformation out of the woods

Although the development of the plush toy industry is hampered by resistance, many companies are actively seeking ways to escape from difficulties under the leadership of the people's innovative ideas, and there are more than one path to choose from.

First, plush toy companies may consider industrial transfer from Dongguan, Jiangsu, Zhejiang and Shanghai to areas with lower labor costs. Huihong International staff told reporters that large enterprises with conditions can transfer to countries with lower labor costs such as the Philippines, Vietnam, and Cambodia. Small and micro enterprises can transfer to some underdeveloped areas in China, and they can also promote local employment. .

Secondly, companies can add wings to science and technology to plush toys, increase product added value, and take the road to transformation and upgrading. Chu Jianping firmly told reporters that only innovative companies can develop and have a way out. Although the innovation of plush toys is not easy to find, it is not without space for development. The more difficult it is to do, the more creative it is to find. “Our innovation is mainly reflected in product design. This time, new products accounted for 70%~80%. Taking this angel horse product as an example, the toy factory that was just started cannot imitate, so even if the price is high, Buyers are also willing to accept that it has sold hundreds of thousands now." "Originally, our company's products are mainly traditional handicraft plush toys, and last year it began to transform the production of child safety seats. Even though child safety seats are now There is no popularization in China yet, but I think this is the development trend in the future.” Ma Xun, Chairman of Heze Wisdom Fur Toys Co., Ltd., told reporters: “The original production of plush toys, 50 people can make a container product for 15 days. Now children are produced. In the safety seat, 10 people can make a container in 10 days, the labor cost and the time cost all drop, and the added value of the product is increasing.”

In addition, companies must also inject fresh blood and keep up with the trend of the new era. In an interview, the reporter found that many old companies that have been doing for decades have almost all experienced an embarrassingly low period. Due to factors such as fixed thinking, standing on their own feet, and lack of understanding of the Internet, companies can easily fall into trouble. At this time, companies need to “transmit blood” and introduce talented and creative talents to help companies rejuvenate their youth and vitality.

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