China Toy Industry Report, 2004
  • Mar/2005
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  • Pages:150
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Along with China's fast economy development, the toy consumption keeps on increasing. And due to China's entry into the WTO and to the implementation of the national treatment principle, foreign enterprises will pour in Chinese market, which will cause fiercer competitions and great changes in China's toy market. Therefore, restructuring of China's toy industry is inevitable.

 The report analyzed the following aspects: supply and demand by year from 2001 to 2004, operations in the key regions, imports and exports, trends of residential consumption. It also lays emphasis on the state of operation and profitability of international and domestic toy manufacturers from 2002 to 2004, and the impacts that China's toy industry may encounter in the WTO era.


1. The State Statistical Bureau’s macro operational database of toy industry, 2002-2004

2. The State Statistical Bureau’s supervising database for the top 20 toy enterprises, 2002-2004

3. China Toy Association

4. Databases of CNKI, CSRC, Wanfang Data

Part 1.Summary

1.Development and characteristics of the toy industry
1.1 Development and scope of toys
1.1.1 Toy developments
1.1.2 Product categories
1.2 Characteristics of China’s toy industry
1.2.1 Lifecycle description 
1.2.2 Profitability
1.2.3 Features of toy production 
1.2.4 Features of the market operation 
1.2.5 Obstacles regarding the “in and out” of the industry

Part 2.Current situation of the industry  

2.International toy market
2.1 Consumer survey
2.1.1 Background
2.1.2 Research on the purchasing desire 
2.1.3 Decision-making groups
2.1.4 Purchase motivations
2.2 Current status of the global toy market
2.2.1 Scale changes of the global toy market, 1993-2003
2.2.2 Children consumption level in the world major toy markets in 2003
2.2.3 Toy market distribution in the world, 2001-2003
2.3 Current status of major countries/regions’ toy market
2.3.1 U.S.A - the biggest toy consumption market
2.3.2 E.U. - the expanding toy consumption market
2.3.3 Japan - toy fashion leading market

3.China’s toy market
3.1 China’s toy market scale and features
3.1.1 China’s toy market scale, 2001-2003
3.1.2 Sales prediction of Chinese toy manufacturers, 2004
3.1.3 Features of China’s toy market
3.2 Production pattern and regional distribution
3.2.1 General development status 
3.2.2 Development of selected toy enterprises in China, 1998-2004(Jan. to Aug.)
3.2.3 Distribution of selected toy enterprises in China 
3.2.4 Comparison analysis of the selected toy products, 2003
3.2.5 Comparison analysis of the selected enterprises, Jan 2004-Sep 2004 
3.3 Comparison of China’s different ownership toy enterprises
3.3.1 By total asset, 2001-2003
3.3.2 By total sales revenue, 2001-2003
3.3.3 By total profits, 2001-2003
3.3.4 By the state of operation, Jan. to Sep. in 2004
3.4 Market segments by age
3.4.1 Children
3.4.2 Adults
3.4.3 Senior citizens

4.Key regions of China’s toy industry
4.1 Guangdong province
4.1.1 Summary
4.1.2 Exports, 1998-2003
4.1.3 Analysis on selected toy enterprises, 1998-2003
4.1.4 Operation state of selected enterprises, Jan. to Sep. in 2004
4.1.5 Development status of different areas in Guangdong
4.2 Jiangsu province
4.2.1 Summary
4.2.2 Analysis of selected toy enterprises, 1998-2003
4.2.3 Operation state of selected enterprises, Jan. to Sep. in 2004
4.3 Zhejiang province
4.3.1 Summary
4.3.2 Analysis of selected toy enterprises, 1998-2003
4.3.3 Operation state of selected enterprises, Jan. to Sep. in 2004
4.4 Shanghai
4.4.1 Summary
4.4.2 Analysis of selected toy enterprises, 1998-2003
4.4.3 Operation state of selected enterprises, Jan. to Sep. in 2004
4.4.4 Trends of development

5.Toy imports and exports in China
5.1 Imports
5.1.1 Trends of changes in quantity
5.1.2 Structure analysis of the imported toys, Jan. to Sep. in 2004
5.1.3 Import sources, Jan. to Sep. in 2004
5.1.4 Import modes, Jan. to Sep. in 2004
5.1.5 Main import provinces, Jan. to Sep. in 2004
5.2 Exports
5.2.1 Trends of changes in quantity, 1985-2003
5.2.2 Export destinations, 2000-2003 
5.2.3 Structure analysis of the exported toy products, Jan-May (2000-2004)
5.2.4 Export features
5.3 Analysis of the main export destinations 
5.3.1 America
5.3.2 EU
5.3.3 Major countries in EU
5.3.4 Japan
5.3.5 Hongkong
5.4 Q&A of China’s toy exportation
5.4.1 Major problems
5.4.2 Suggestions on how to strengthen international competitiveness

Part 3.Competition Patterns

6.Analysis of the sub-industries and related industries 
6.1 Soft toys 
6.1.1 Summary
6.1.2 Market
6.2 Wooden/plastic toys
6.2.1 Wooden toy
6.2.2 Plastic toy
6.3 Electronic toys
6.4 Intelligence toys
6.4.1 Summary
6.4.2 Classifications
6.4.3 Market
6.5 Related industries
6.5.1 Plastic industry
6.5.2 Electronic industry
6.5.3 Textile industry

7.Global competitions in the toy industry
7.1 Current situation of the global competitions and features 
7.2 Competition patterns of some major overseas countries/regions
7.2.1 The United States
7.2.2 EU
7.2.3 Japan

8.Competition patterns in China’s toy industry
8.1 Competitiveness analysis of China’s toy enterprises 
8.1.1 By total asset
8.1.2 By sales revenue
8.1.3 By total amount of profits
8.2 Competition features

Part 4.Investment Analysis 
9.Analysis of the selected top enterprises in toy industry
9.1 Well-known overseas toy enterprises
9.1.1 Mattel - Barbie
9.1.2 Hasbro Inc. – Transformers
9.1.3 Lego – Toy bricks
9.1.4 Clek – Broccoli moppet
9.1.5 Nintendo – Nintendo TV game
9.2 Analysis of major domestic toy enterprises
9.2.1 Superior in scale – Haohaizi Group
9.2.2 Domestic pioneer brand –  Guangdong Aodi
9.2.3 Representative of OEM – Dongguang Longchang
9.2.4 Profitability star – Hongkong  Longcheng Group
9.2.5 Intelligence toy manufacturer –  Dongguang Weiyida

10.Marco-environment of the toy industry
10.1 Policies
10.1.1 Economic policies
10.1.2 Industrial policies
10.2 Economic environment
10.2.1 Influence of the world economy
10.2.2 Influence of China’s economic development 
10.3 Cultural environment
10.3.1 Relationships between toys and culture
10.3.2 How successful enterprises benefit from culture
10.3.3 Toy development potential based on Chinese culture

11.Forecast of the toy market development
11.1 World toy demand predication
11.1.1 Trends of market capability
11.1.2 Trends of toy consumption 
11.1.3 New features and development trends of toy products
11.1.4 Toy development trends in major foreign countries
11.2 Trends of China’s toy market
11.2.1 Changes of the factors influencing the toy market
11.2.2 Trends of demand
11.2.3 Trends of toy market competition

12.Investment opportunities and risks in toy industry
12.1 Investment opportunities
12.1.1 Profit space
12.1.2 Blank market segments
12.1.3 Large potential in homeland market 
12.1.4 New entrants’ opportunities brought by industrial policies 
12.2 Risks of toy industry investment
12.2.1 Risks from the fluctuating price
12.2.2 Risks of the investment economy lifecycle
12.2.3 Policy risks
12.2.4 Risks from international trade situations

13.Suggestions to toy enterprises 
13.1 Market segmentation and market targeting
13.1.1 Market segmentation
13.1.2 Market targeting
13.2 Product orientation
13.2.1 Quality
13.2.2 Function
13.2.3 Price
13.3 Sales channels
13.3.1 China’s domestic sales channels
13.3.2 Sales channels for exportation
13.4 Management
13.4.1 Management weaknesses of China’s toy enterprises 
13.4.2 Suggestions
Annual Ratio of Profit to Capital of China’s toy manufacturers, 1998-2004
General scale of the global toy market, 1993-2003
Children toys expenditure in the world major markets, 2003 
Regional distribution and changes of the global toy market, 2001-2003
Total available toy market in America, 1998-2003
Sales volume of German toy market, 1995-2003
Total available toy market in Japan, 1998-2003
Sales volume of China’s toy market, 2001-2003
Seasonal index of Chinese toy manufactures’ sales volume
Forecast on Chinese toy manufacturers’ sales volume
Number of China’s toy enterprises, 1998-2003
China’s toy output, 1990-2003
Staff engaged in China’s toy manufacturing, 1998-2004
Comparison of manufacturers’ production value in the key regions
Comparison of the toy enterprises’ asset scale
The major toy enterprises’ sales revenue
Toy enterprises’ profit structure
Accumulated deficit of China’s toy enterprises, 1998-2003

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