Analysis of the upstream and downstream industrial chain, main industrial policies and industry competition pattern of China's plastic toys in 2022

The main categories of plastic toys

Plastic toys are toys made of plastic as the main raw material. According to the plastic molding process, it can be divided into injection molded toys, blow molded toys, roll molded toys, slush toys, inflatable toys and so on.

Second, plastic toy industry chain analysis

The upstream of the plastic toy industry chain includes raw materials such as PA, EVA, PE, PP, ABS and plastic molds. The use of these materials reduces the cost of toy production, and makes the design of toys rich and colorful, which greatly promotes the development of the toy manufacturing industry. The downstream is mainly for children.

Third, plastics industry development policy

During the "14th Five-Year Plan" period, with the national policy support, if the plastic processing industry can implement the new development concept of innovation, coordination, green, opening, and sharing, and focus on the "five" aspects (functional, lightweight, precision, ecological, and intelligent), it will provide support for the high-quality development of the plastic processing industry and contribute to the construction of a new development pattern.

Fourth, the development status of plastic toy industry

1. Toy market structure

China is the world's largest toy manufacturing country, in the world toy market occupies a pivotal position. From the material point of view, plastic toys are the largest segment of China's toy market, and the market share of plastic toys in 2021 is about 51.05%.

2. Market size

Plastic toy products have the characteristics of waterproof, light weight, suitable for children to play, strong corrosion resistance, long service life, etc., and have become a popular toy variety. The size of China's plastic toy market has shown an overall growth trend in recent years, reaching 77.877 billion yuan in 2021, an increase of 2.9%.

3. Consumption area

The consumption area of plastic toys is mainly in the East China region with rapid economic development, accounting for about 36.14%; It was followed by South China, North China, Central China and Southwest China, accounting for 15.29%, 13.97%, 12.83% and 11.53% respectively.

4. Production and demand

The raw materials of plastic toys are materials that are composed of polymer synthetic resin polymers as the main components and infiltrated into various auxiliary materials or additives, which have plasticity and fluidity under specific temperature and pressure, and can be molded into a certain shape, and maintain the shape under certain conditions. Since 2013, China's plastic toy production and demand have shown a gradual growth trend, in 2021, China's plastic toy production reached 9.97 billion sets, the demand reached 3.894 billion sets.

5. Price

In terms of the average market price, the average sales price of China's plastic toy market has shown a steady growth trend, and the average sales price in 2013 is about 18.5 yuan/set, and it will increase to 20 yuan/set in 2021.

Five, plastic toy industry competition pattern

At present, foreign products and Sino-foreign joint venture products occupy a considerable proportion in the domestic toy market. The world famous toy enterprises basically have branches in China or cooperate with domestic manufacturers to produce toys, which makes the competition in China's toy market more fierce. Most of the world's top 10 toy sales companies have entered the Chinese market through sales agents or the establishment of China Marketing Department, such as the United States Mattel Group, Hasbro Group and Japan's Bandai Company. After years of market competition in the domestic toy industry, a number of excellent toy brands have emerged, such as "Hua Wei HUAWEI", "Audi AULDEY", "Silver Hui toys", etc. These brands are constantly developing and growing, becoming excellent brands in the toy industry and occupying a certain position in the toy market.

Six, the development direction of plastic toy industry

On the one hand, the research and development of safe and environmentally friendly plastic toys, the establishment of a perfect safety quality testing system. Vigorously promote the application of antibacterial plastic materials. On the other hand, high value-added products are produced. In this regard, adult toys should be a new development point. Third, marketing planning ability to be hard, to establish their own brand. Just as everyone in the industry has a different understanding of brands, the ability of Chinese companies to build and market brands is also different. However, how to create a real brand and cultivate the world's brand requires Chinese entrepreneurs to truly understand the brand and truly master the method of brand creation and cultivation.

Huajing Industrial Research Institute has carried out an in-depth analysis of the development status of the plastic toy industry, the industry upstream and downstream industry chain, the competition pattern and key enterprises, to minimize the investment risk and operating costs of enterprises, and improve the competitiveness of enterprises; And use a variety of data analysis technology to predict the development trend of the industry, so that enterprises can seize the market opportunities in time.