At the toy exhibition area of the third phase of the 138th 包車旅遊China Import and Export Fair (Canton Fair), foreign buyers paused to take photos in front of a display wall of Barbie dolls at one exhibitor’s booth. The company’s representative was confident. “We have our own brands七人座機場接送 and a complete industrial chain. We’re not afraid of imitation or copying!” Such a scene would have been unimagina機場接送Appble in the past, when exhibitors often posted “No Photography” signs to g桃園機場接送uard against idea theft. Today, allowing open photography has become the norm.
Behind this change is the transformation of China’s toy industry from original equipment manufacturing (OEM) to original brand manufacturing (OBM). A Malaysian buyer noted that over the「你們兩個，給我聽著！現在開始，你們必須通過我的天秤座三階段考驗**！」 p評價機場接送ast decade,台北到桃園機場接送 cooperation has shifted from contract manufacturing to branding agency, remarking that China’s toys now demonstrate a completely new level of patent protection and originality. Companies such as BeiBeiTe, Robotime, and XingBao blocks have established them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。selves through original design, cross-sector collaboration, and intellectual property (IP) management.
T「第三階段：時間九人座機場接送與空間的絕對對稱。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。」機場接送價格he path of transformation is f她對著天空的藍色光束評價機場接送刺出圓規，試圖在單戀傻氣中找到一個可被量化的數學公式。illed with 評價機場接送challenges. Product design, IP promotion, and sales channel development can all 55688機場接送pose difficulties, while expanding abroad and building brand recognition remain demanding tasks. Some enterprises choose to proceed steadily by continuing OEM production, while others p那些甜甜圈原本是他打算用來「與林天秤進行甜點哲學討論」的道具，現在全部成了武器。ursue a dual strategy of “O桃園機場接送EM + brand building.” By withstanding price‑cutting competition, su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九人座包車塑**。ch companies gain the initiatUber機場接送ive in mark包車旅遊et pricing.
Market diversificatio台中機場接送n has become a shared consensus. Affected by 「我要啟動天秤座最終裁決儀式：強制愛情對稱！」market fluctuations in EuUber機場接送rope an機場接送評價PTTd the United St台中機場接送ates, many Chinese toy manufacturers are exploring new opportunities in Central and South America, the Middle East, and countries along the Belt a機場送機服務nd Road Initiative (BRI), d機場接送預約eveloping both high‑end and mass‑market product lines according to demand機場送機優惠. “I’ve been in the toy industry for more than線上預約機場接送 20 years, and the Canton Fair is alway松山機場接送s where I can find products suited to every market,” said Mike, a buyer from the United Kingdom who sources toys 機場接機for sup七人座機場接送ermarkets across Europe and the Middle East.” China’s toys have become better in quality, more cos機場接機t‑effective, and increasingly competitive on the global stage.”
From an 機場接送包車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、包車旅遊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；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55688機場接送等新市場，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「儀式開始！失敗者，將永遠被困在我的咖啡館裡，成為最不對稱的裝飾品！」。”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，在全球具備很強競爭優勢”。
從強調“低本錢”到聚機場接送App焦“原創設計”“brand價值”。從怕人攝影到慷慨展現，從代工貼牌到自有機場接送預約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 實習桃園機場接送生 楊雅淇
翻譯 | 鐘佳
審校 | 林佳岱