发布日期：2006年9月

摘要

Executive summary

Encouraging growth witnessed during review period

The Chinese toys and games market has great potential and presents numerous opportunities. After several consecutive years of expansion, value sales of toys and games continued to display encouraging growth throughout the review period. With China's rapid industrial development, people's incomes and standard of living increased substantially during these years, which encouraged parents to increase their spending on children's toys and games. At the same time, the role of toys and games in supporting children's education and stimulating their intellectual development attracted parents' attention much more than previously, which stimulated the boom in sales of toys and games enormously. Sales of traditional toys and games displayed steady growth and a strong developing trend to combine entertainment with education. The unbelievable growth rate of video games has been the biggest contributory factor to the growth of sales of toys and games in the Chinese market.

Traditional toys and games still control the market

In 2004 and 2005, the growth rate of sales of traditional toys and games was lower than before, but this sector still accounted for the majority of China's toys and games market in value terms. Furthermore, several sub-sectors of traditional toys and games – such as dolls/figures, activity/construction, pre-school and model vehicles – received greater attention from Chinese customers, mostly from those who live in cities. Because of these developments and the outstanding performance of traditional toys and games, industry experts anticipate that traditional products will continue to dominate the market for some years to come.

Video games become a market legend

Since the last years of the twentieth century, the Chinese market for video games has presented a remarkable story to the whole world. Its high growth rate throughout the review period increased this sector's value and its market share in short order, but most manufacturers in this market are international companies (especially in the software sub-sector), most of whose products came from South Korea and Japan during the past few years. Given the development of networks and computers, trade associations' experts believe that the current trend for international manufacturers to cooperate with local companies, or set up local branches, will encourage domestic manufacturers to develop and conduct research on this enormous potential market. Meanwhile, competition in this sector became much fiercer during the review period, which presented manufacturers with greater challenges and difficulties.

International manufacturers lead the fragmented market

Although the toys and games market is fragmented and there are many manufacturers based in China, international brands and companies lead the movement of the market as a whole. In most Chinese cities today, medium- and high-price products offered by the international brands are very popular and sell best of all. With the one-child policy still in force, parents want to buy the best toys and games they can afford for their only child, so even well-known domestic brands such as Blocko and Auldey are the second choice for them. Brand value has therefore become an important consideration for customers, and experts maintain that domestic manufacturers may find it difficult to survive in the much more competitive market of the future unless they change their ideas about operating procedures and management.

Stronger future growth driven by new technology

The toys and games industry is one in which technology and innovation play very important roles. Many new products will be developed each year in both the traditional sector and in video games in order to attract customers' attention. Together with the sustained, strong growth of the Chinese economy, the demand for toys and games will increase from children and adults alike, and this will encourage manufacturers to develop technology and new models. In addition, the 2008 Olympic Games in Beijing will become another obvious focus for this market's growth in the next few years.

目录及图表

Table of contents

TOYS AND GAMES IN CHINA : MARKET INSIGHT

EXECUTIVE SUMMARY

Encouraging growth witnessed during review period

Traditional toys and games still control the market

Video games become a market legend

International manufacturers lead the fragmented market

Stronger future growth driven by new technology

KEY TRENDS AND DEVELOPMENTS

Growing economy, rapid urbanisation

The popularisation of the Internet and computers

Strong driver of the Beijing 2008 Olympic Games

MARKET DATA

Table 1 Retail Sales of Toys and Games by Sector: Value 2001-2006

Table 2 Retail Sales of Toys and Games by Sector: % Value Growth 2001-2006

Table 3 Retail Sales of Toys and Games by Distribution Format: % Analysis 2001-2006

Table 4 Toys and Games Company Shares by Value 2002-2005

Table 5 Forecast Retail Sales of Toys and Games by Sector: Value 2006-2011

Table 6 Forecast Retail Sales of Toys and Games by Sector: % Value Growth 2006-2011

DEFINITIONS

Toys and games

LOCAL COMPANY PROFILES - CHINA

9 CITY COMPUTER (SHANGHAI) CO LTD, THE - TOYS AND GAMES - CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 1 The 9 City Computer (Shanghai) Co Ltd: Key Facts

Summary 2 The 9 City Computer (Shanghai) Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 3 The 9 City Computer (Shanghai) Co Ltd: Production Statistics: 2005

COMPETITIVE POSITIONING

Summary 4 The 9 City Computer (Shanghai) Co Ltd: Competitive Position 2005

AULDEY TOY INDUSTRY CO LTD - TOYS AND GAMES - CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Guangdong Auldey Toy Industry Ltd: Key Facts

Summary 6 Guangdong Auldey Toy Industry Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Guangdong Auldey Toy Industry Ltd: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 8 Guangdong Auldey Toy Industry Ltd: Competitive Position 2005

LUNG CHEONG INTERNATIONAL CO LTD - TOYS AND GAMES - CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Lung Cheong International Holdings Ltd: Key Facts

Summary 10 Lung Cheong International Holdings Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 11 Lung Cheong International Holdings Ltd: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 12 Lung Cheong International Holdings Ltd: Competitive Position 2005

MEISIDA ELECTRONIC TOYS CO LTD - TOYS AND GAMES - CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Meisida Electronic Toys Co Ltd: Key Facts

Summary 14 Meisida Electronic Toys Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Meisida Electronic Toys Co Ltd: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 16 Meisida Electronic Toys Co Ltd: Competitive Position 2005

SNDA ENTERTAINMENT CO LTD - TOYS AND GAMES - CHINA

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Snda Entertainment Co Ltd: Key Facts

Summary 18 Snda Entertainment Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 19 Snda Entertainment Co Ltd: Production Statistics [Q: 2005

COMPETITIVE POSITIONING

Summary 20 Snda Entertainment Co Ltd: Competitive Position 2005

TRADITIONAL TOYS AND GAMES IN CHINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 7 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006

Table 8 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006

Table 9 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006

Table 10 Traditional Toys and Games Company Shares by Value 2002-2005

Table 11 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011

Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011

VIDEO GAMES IN CHINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 13 Retail Sales of Video Games by Subsector: Value 2001-2006

Table 14 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006

Table 15 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006

Table 16 Video Games Company Shares by Value 2002-2005

Table 17 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011

Table 18 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011