Market Research Report : Toys and Games Market in China 2010

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Toys and games market in China is pegged at USD 10.5 bn in 2009 and is estimated to grow at 40.7%. Toys and games being considered to be a powerful tool for overall development of children and increasing exports in emerging markets will drive the toys and games market.

The report begins with an overview of the toys and games market globally and in China indicating its market size and segmentation. This is followed by an overview of the export market in China indicating segmentation of exports across provinces. It further talks about China’s export contribution to the world market and includes figures for exports to various countries.

An analysis of drivers explain factors contributing to the growth of toys and games market including rising middle income group, highly efficient industrial clustering, toys a tool for the development of children, online purchase, low labor wages and inefficient health, safety and environment regulation. The key challenge identified is low quality of Chinese product, appreciating currency, rising crude oil prices and some fundamental problems. Government regulations have been discussed indicating different safety standards for different toys and the certification procedure required for manufacturing and exporting toys and games.

Competition section provides brief profiles of major players in the market. The section contains a snapshot of their corporation, financial performance and business highlights, providing an insight into the existing competitive scenario.

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Market Research Report : Toys and Games Market in China 2010

  1. 1. Toys and Games Market – China November 2010
  2. 2. 2TOYS AND GAMES MARKET IN CHINA 2010.PPT SAMPLE Executive Summary Chinese toy manufacturers are typically OEM, producing toys for foreign brands, so most of the toys are exported to other parts of the world China is the largest toy exporter globally accounting for C% of world exports for toys Guangdong is China's largest toy-manufacturing center Market Toy Export Drivers & Challenges Competition Toys and games market in China is pegged at USD A bn in 20-- and is estimated to grow at B% Toys and games are being viewed as instruments for the all round development of a child Manufacturers have been innovative and specialize in creating toys with new features and design Challenges: – Low quality of Chinese products – Appreciating currency – Rising crude oil prices – Fundamental problems Company 2 Company 3Company 1 Major Players Government Regulation China had suffered major export recalls in 20--, after which the Chinese government set certain standards and certifications for the toys manufactured in China Government expanded the nation’s compulsory certification system to include toys and games Drivers: – Rising middle income group – Highly efficient industrial clustering – A tool for the development of children – Online purchase – Low labor wages – Inefficient health, safety and environment regulation
  3. 3. 3TOYS AND GAMES MARKET IN CHINA 2010.PPT •Market Introduction •Overview •Export Scenario •Drivers & Challenges •Government Regulation •Competition
  4. 4. 4TOYS AND GAMES MARKET IN CHINA 2010.PPT SAMPLE Demand for toys and games in China is expected to grow rapidly • Toys and games are being viewed as instruments for the all round development of a child • Electronic and educational toys have become a dominant segment in the market and is followed by plastic board games, puzzles and stuffed toys Parents are increasingly willing to pay more for a toy which has an educational purpose rather than for entertainment China’s culture acknowledges toys as a tool to develop intelligence This segment has been growing at nearly G% every year • Chinese manufacturers have been innovative and specialize in creating toys with new features and design • Toy and games factories have become an important part of the economic boom that has provided employment to a large section in China China Toys and Games – Overview Market Size and Growth 0 10 20 30 E 20--e D 20--e C 20-- B 20-- A USD bn f% 20--e Market Segmentation Toys Type 1 Toys type 2 Toys type 5 Toys type 4 Toys type 3
  5. 5. 5TOYS AND GAMES MARKET IN CHINA 2010.PPT SAMPLE China leads the global exports of toys and games primarily due to cost effective operations • Chinese toy manufacturers are typically OEMs, producing toys for foreign brands, so most of the toys are exported to other parts of the world This makes China’s toy and games market an export oriented industry which accounts for A% of the total exports to the world • The industry has also been affected by the recession but as the economies recover worldwide, export of toys is expected to improve from 20-- Demand from emerging markets has increased gradually In 20--, export to ASEAN increased by B% and there is an C% increase in exports to the Middle East China’s own brand exports has risen to D% in 20-- Export – Overview Export of Toys by Province Month 20--Month 20-- Toys export market has grown by E% from Month 20-- to Month 20-- Province 2 Province 3 Province 4 Province 5 Province 1
  6. 6. 6TOYS AND GAMES MARKET IN CHINA 2010.PPT Drivers and Challenges – Summary Online purchase Inefficient health, safety and environment regulation Low labor wages A tool for the development of children Highly efficient industrial clustering Rising middle income group Drivers Fundamental problems Rising crude oil prices Appreciating currency Low quality of Chinese products Challenges
  7. 7. 7TOYS AND GAMES MARKET IN CHINA 2010.PPT SAMPLE Players are required to obtain product certification through China’s Compulsory Certification process • China had suffered major export recalls in 20--, after which the Chinese government set certain standards to be maintained and forwarded some compulsory certifications for the toys and games manufactured in China • Government expanded the nation’s ABC System to include toys and games It requires manufacturers to apply for ABC Certification from the nation’s certification and accreditation administration Since 20--, toys manufactures have had to apply to any of the three certification agencies nominated by nation's Body D to certify their products • Since 20--, no toy has been allowed to leave the factories without CCC certificates either to be sold domestically or exported to other countries or imported into China This will help in securing the increasing international pressure for environmental protection as well as further expand exports Government regulation • Electric Toys • Toy bicycles, Electrically driven ride-on vehicles for children, Doll Toys, Electric Toys, Metal Toys, Plastics Toys, Projectile Toys and Other toy vehicle • Baby walking frames • Wheeled child conveyances • Child tricycles • Bicycles for young children Toys Types Safety Standards • GB ----- Safety Requirements for Bicycles for Young Children • GB ----- Safety Requirements for Child Tricycles • GB ----- Safety Requirements for Wheeled Child Conveyances • GB ----- Safety Requirements for Baby Walking Frames • GB ----- National Safety Technical Code for Toys • GB ----- Electric toys - Safety (excluding clause 20 Radiation, toxicity and similar hazards) Safety Standards for Toys
  8. 8. 8TOYS AND GAMES MARKET IN CHINA 2010.PPT SAMPLE Major Players in the Market (1/10) Corporate Information Financial Performance Headquarters Province A Product Type Product 1, Product 2 Founded 19-- Key People Person X Company Snapshot: Company 1 Business Highlights • It operates in the animation industry and conducts 2D and 3D cartoon planning and production • It also involves in comic magazine, book publishing business as well as engages in the manufacture and sale of toys • In 20--, it was given the honor of the Chinese Famous Brand and the Chinese Top Brand Product by the government, which was the first and only one given to domestic toy manufacturers • Its products include model cars, licensing toys, cartoon characters, other related products, remote control toys and mechanical toys • It sells toys under the brand name of brand B and brand C 0 20 40 60 80 100 0 5 10 15 20 USD mn USD mn 20--20--20--20-- Net Profit Total Revenue
  9. 9. 9TOYS AND GAMES MARKET IN CHINA 2010.PPT Thank you for the attention About Netscribes Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfill clients’ profitability and growth objectives. Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India, Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction. Gagan Uppal Phone: +91 22 4098 7530 E-Mail: gagan.uppal@netscribes.com Gaurav Kumar Phone: +91 33 4064 6214 E-Mail: gaurav.kumar@netscribes.com The Toys and Games Market - China report is part of Netscribes’ Consumer Goods Industry Series. For more detailed information or customized research requirements please contact:

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