'Han-made toys' industry has a poor sense of cooperation but great market potential

by:Ennas      2021-12-12

A 3D DIY toy has created a retail sales of 22 million yuan. The production of a single toy requires more than 80 processes. The company’s products have entered the global market in more than 40 countries and regions to develop and produce 3D DIY creative products and publications. , Wuhan Bangwei Culture Development Co., Ltd. (hereinafter referred to as 'Bangwei Culture'), which focuses on display models, has become one of the largest manufacturers of educational toys in the country.  'Han-made toys'It's more than a decline. It's horrible.' said Hu Desheng, general manager of 'Bangwei Culture' and vice president of Wuhan Baby Products Association: 'The sales of toys in Guangdong exceeded US$20 billion last year, while sales in Hubei were less than 100 million. U.S. dollars.” Hu Desheng said that to make Chinese toys bigger and stronger, not only must they have the right time and place, but also need government input and support to achieve industrial agglomeration. 'Made in Guangdong' accounts for 90% of the market share of Wuhan toys. On the one hand, the toy industry in Wuhan is shrinking year by year, but the real reason is that 'Made in Guangdong' has a complete and well-functioning industrial chain. In comparison, 'Han-made toys' lack originality, the upstream and downstream channels have not been fully opened up, and there is a lack of mutual trust and win-win awareness between each other.  3D DIY toys  'Bangwei Culture' puts 10% of its turnover into product research and development every year, and grasps consumer demand through market research. Hu Desheng said: “For every 100 products investigated, only about 5 enter the actual production. The preliminary research and research and development have continued to inject fresh blood into the 'Bangwei Culture' to ensure its originality.' The creation and production of toys is mostly based on Based on cartoon characters and plots. According to statistics, in 2013, the total output value of Wuhan's animation industry was nearly 5 billion yuan, a year-on-year increase of 25%. 23 animation TV productions were completed in 8,971 minutes, a year-on-year increase of 1.5 times. Up to now, Wuhan has 21 state-level animation companies with more than 10,000 employees.   It is understood that, besides the cooperation with Disney and other big-name companies, local animation companies such as Maya Animation, Jiangtong Animation, and Zhiyin Manke are also partners of 'Bangwei Culture'. “50% of Bangwei Culture’s sales come from Han-made animation derivatives, but Han-made animation derivatives only account for 4% of the company’s total toy types.” Hu Desheng said.   Toys derived from Han-produced animation accounted for 50% of the sales of 'Bangwei CultureAnd only 4% of the total number of toy types are really dazzling. Hu Desheng said that Han animation has developed rapidly in recent years, but it is still in its infancy. Many animation companies still rely on government support to 'live'. Wuhan animation companies mostly rely on the quantity of animation to produce heroes, and the overall quality is low, which has led to Hubei ' Animation bubble'. Han-made animation should work hard on 'precision'. With the increase of fine-quality animation, the market share of Han-made toys will also increase.   Intellectual property rights protection, hurt the enemy 800, self-defeated a thousand    There is a popular saying on the Internet: 'Japanese animation, Korean games, Chinese piracy.' It seems like a joke, but it is true for some industries.   From April 2012 to April 2013, 'Bangwei Culture' sold a 3D DIY toy of 'Plants vs. Zombies'If there are no pirated toys, the retail sales are estimated to be higher.' Hu Desheng reluctantly said: 'Every time Bangwei Culture produces a new toy, it will immediately be pirated into five.'    According to the introduction, 'Bangwei Culture' has had many times. In litigation and rights protection for piracy, the answer is always required to provide evidence of piracy, the company's product intellectual property description, etc. It took a lot of time but no results. He has also fought lawsuits for the protection of intellectual property rights and pirates. “There was a lawsuit that cost the company 1 million yuan and only received 800,000 yuan in compensation.” Hu Desheng said.   It is reported that the next development direction of 'Bangwei Culture' is to become a service provider of cultural and educational products, but during the transition period, how to build intellectual property protection? How to raise everyone's awareness of intellectual property rights? Is the top priority.
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