JAKARTA, ʻOkakopa [XX] — No nā mea hana mea pāʻani honua i kālele lōʻihi ma nā mākeke makua e like me ʻEulopa a me ʻAmelika ʻĀkau, ke hoʻomaka nei kahi manawa kūpono hou ma Asia Hikina Hema. Hoʻokele ʻia e kahi ʻano heluna kanaka ʻōpio, ka piʻi ʻana o ka mana kūʻai o ka papa waena, a me ka ulu nui ʻana o ka e-commerce, ua puka mai ka mākeke mea pāʻani o ka ʻāina ma ke ʻano he "moana polū" no nā mea hoʻokuʻu aku i nā haole—me nā ʻoihana Kina e alakaʻi nei i ka hoʻouka ʻana ma o nā hoʻolālā kūloko i hoʻopilikino ʻia, ʻoiai nā hui pū ʻana o ka IP moʻomeheu. Hōʻike ka ʻikepili ʻoihana hou loa e manaʻo ʻia ka nui o ka mākeke mea pāʻani o Asia Hikina Hema e hiki i $15.2 biliona ma ka makahiki 2028, e ulu ana ma kahi helu makahiki hui (CAGR) o 7.3% mai 2023, e ʻoi aku ana ma mua o ka awelika honua o 4.1%, e like me Euromonitor International.
Māhele Demographic: Hoʻoulu ka heluna keiki e piʻi nui ana i ke koi
Ma ke kikowaena o ka ulu ʻana o ka mākeke mea pāʻani ma Asia Hikina Hema, aia kona pono demographic—he heluna keiki nui a ulu. ʻO ka heluna kanaka o ka Association of Southeast Asian Nations (ASEAN) he 670 miliona, me ka ʻoi aku ma mua o 30% ma lalo o 15 mau makahiki, e like me ka United Nations Population Division. ʻO nā ʻāina e like me Indonesia, Philippines, a me Vietnam ke kū nei ma ke ʻano he mau mīkini ulu nui.
ʻO Indonesia, ka lāhui nui loa o ASEAN, he home ia no 82 miliona mau keiki ma lalo o 15—e like me ka heluna kanaka holoʻokoʻa o Kelemania. "Ma Jakarta a me Surabaya, ua ʻike mākou i ka piʻi ʻana o 12% i kēlā me kēia makahiki i nā kūʻai aku ʻana i nā mea pāʻani no nā keiki 3-10 makahiki, i hoʻokele ʻia e nā mea pāʻani kuʻuna a me nā huahana hoʻonaʻauao," wahi a Maria Tan, he mea loiloi kūʻai ma ka paepae e-commerce alakaʻi o Indonesia ʻo Shopee. ʻO Pilipine, me ka makahiki waena o 25.7 mau makahiki (ʻo ia kekahi o nā ʻōpiopio loa ma Asia), hōʻike i nā ʻano like: ua ʻike ʻia kahi noiʻi 2023 e ka Philippine Toy Association ua hoʻonui ʻo 68% o nā ʻohana i ka hoʻolilo kālā ʻana i nā mea pāʻani i nā makahiki ʻelua i hala, me nā mākua e hoʻokau mua ana i nā mea e hoʻohui pū ana i ka leʻaleʻa a me ke aʻo ʻana.
ʻOiai ʻo Vietnam, ua ʻike ʻia ka ulu nui ʻana o nā keiki ma lalo o 12 mau makahiki i nā makahiki i hala iho nei, me ka nui o nā keiki ma lalo o 12 mau makahiki i hiki aku i 18 miliona i ka makahiki 2023. "ʻOi aku ka makemake o nā mākua Vietnamese, ʻoiai ma nā wahi kūlanakauhale e like me Ho Chi Minh City a me Hanoi, e hoʻopukapuka i nā mea pāʻani kiʻekiʻe e kākoʻo ana i ka ulu ʻana o nā kamaliʻi," wahi a Tran Minh Duc, CEO o ka mea hoʻolaha mea pāʻani ʻo KidsLand Vietnam ma Hanoi. "ʻO kēia hoʻololi ʻana mai nā 'mea pāʻani maʻamau' i nā 'mea pāʻani hoʻonaʻauao' ke hana nei i kahi hakahaka nui e hiki ai i nā mea hoʻopuka aku haole ke hoʻopiha."
Ke piʻi nei ka mana kūʻai: Hoʻoulu ka papa waena i ka hoʻonui ʻana o ka mākeke
ʻAʻole hōʻoia ka heluna kanaka wale nō i ka ulu ʻana—ua hoʻololi ka piʻi ʻana o ka loaʻa kālā hoʻolilo i ka noi kūpono i nā kūʻai maoli. Ua manaʻo ʻia ka papa waena o Asia Hikina Hema e hōʻea i 334 miliona mau kānaka ma ka makahiki 2030, mai 190 miliona ma 2020, e like me ka World Bank. ʻO kēia hui, i wehewehe ʻia he mau ʻohana e loaʻa ana he \(10-\)100 i kēlā me kēia lā, ke hoʻololi hou nei i nā ʻano hoʻohana, me nā mea pāʻani.
Ma Malaysia, kahi e helu ai ka papa waena no 45% o ka heluna kanaka, ua hōʻea ka hoʻolilo ʻana o nā mea pāʻani no kēlā me kēia kanaka i 38 i ka makahiki 2023—ʻekolu ka nui o ka helu i ka makahiki 2015, e like me ka ʻikepili mai ka Malaysian Toy Manufacturers Association. "Ke ʻimi nei nā mākua ma ʻaneʻi i nā mea pāʻani branded, e like me nā mea mai LEGO a i ʻole Hasbro, akā makemake pū lākou i nā huahana e hōʻike ana i ka moʻomeheu kūloko," wahi a Lim Mei Ling, he mea kūʻai mea pāʻani ma AEON Mall ma Malaysia. ʻOiai he liʻiliʻi ʻo Singapore, he mākeke waiwai nui ia: ua paʻi ka hoʻolilo ʻana o nā mea pāʻani no kēlā me kēia kanaka
\)85 i ka makahiki 2023, ʻo ke kiʻekiʻe loa ma Asia Hikina Hema, me nā mea pāʻani hoʻonaʻauao kiʻekiʻe a me nā mea hōʻiliʻili e hoʻokele ana i nā kūʻai aku.
Ua hoʻonui hou aku ke kālepa uila i kēia ulu ʻana. ʻO nā kahua e like me Shopee, Lazada, a me TikTok Shop i kēia manawa he 45% o ke kūʻai aku ʻana i nā mea pāʻani ma Asia Hikina Hema, mai 22% i ka makahiki 2019, e like me kahi hōʻike a Momentum Works. "I kā mākou hanana kūʻai aku 11.11 i ka makahiki i hala, ua lele ke kūʻai aku ʻana i nā mea pāʻani ma Shopee Indonesia i 210% i hoʻohālikelike ʻia me ka makahiki i hala," wahi a Tan. "Hiki i nā mākua ke komo maʻalahi i nā mea pāʻani mai nā lama honua i loaʻa wale ma nā hale kūʻai nui o ke kūlanakauhale."
Nā ʻoihana Kina: Lanakila i ka Mākeke ma o ka Localization
ʻO nā mea hoʻokuʻu aku i nā mea pāʻani Kina, nā mea pāʻani nui no ka manawa lōʻihi ma ka ʻoihana honua, ke hoʻohana nei i ko lākou ikaika hana a me ka wikiwiki e hopu i ke kai polū o Asia Hikina Hema—me ka localization ma ke ʻano he hoʻolālā koʻikoʻi. ʻAʻole e like me nā ʻano mua o ka hoʻokuʻu wale ʻana aku i nā huahana maʻamau, hoʻopilikino nā ʻoihana Kina i nā hoʻolālā i nā moʻomeheu kūloko, me ka hui pū ʻana o ka IP moʻomeheu e kū mai ana ma ke ʻano he mea hoʻololi pāʻani.
ʻO Alpha Group ma Shenzhen, kahi mea hana mea pāʻani Kina alakaʻi, hāʻawi i kahi laʻana maikaʻi loa. I ka makahiki 2022, ua hui pū ʻo Alpha me ka moʻo kiʻiʻoniʻoni kaulana o Malaysia ʻo Upin & Ipin—e hahai ana i nā huakaʻi a nā māhoe ʻelua—e hoʻolauna i kahi laina o nā mea pāʻani plush, nā kiʻi hana, a me nā pāʻani hoʻonaʻauao. Ua kūleʻa koke ka hui pū ʻana: i loko o ʻeono mahina, ua hōʻea ke kūʻai aku ʻana o nā mea pāʻani Upin & Ipin i $4.2 miliona ma Malaysia, e helu ana i 18% o ka loaʻa kālā holoʻokoʻa o Alpha ma Asia Hikina Hema i kēlā makahiki. "Ua ʻike mākou he ʻoi aku ka leo o nā IP i hoʻokumu ʻia i ka moʻomeheu kūloko ma mua o nā huapalapala honua maʻamau," wahi a Zhang Wei, ka luna hoʻokele ʻāpana o Alpha Group ma Asia Hikina Hema. "Aloha nui ʻia ʻo Upin & Ipin e ka aneane o nā keiki Malaysia āpau, no laila ʻo ka hoʻohui ʻana i ko lākou kiʻi me kā mākou mau mea pāʻani kiʻekiʻe he kūpono maoli ia."
ʻO kekahi hui Kina ʻē aʻe, ʻo Auldey Toys ma Guangzhou, ua kālele ʻo ia ma Vietnam. I ka makahiki 2023, ua hui pū ʻo Auldey me ke kahawai TV kamaliʻi aupuni o Vietnam ʻo VTV7 e hana pū i kahi laina mea pāʻani e pili ana iā Chú Chó Đen (ʻĪlio ʻEleʻele), he kiʻiʻoniʻoni kūloko punahele. Hoʻokomo pū ka laina i nā poloka kūkulu, nā puzzle, a me nā kaʻa i hoʻokele mamao ʻia, e hōʻike ana i ka huluhulu ʻeleʻele kaulana a Chú Chó Đen a me ka helehelena pāʻani. "I loko o ʻekolu mahina o ka hoʻomaka ʻana, ua kūʻai aku mākou ma mua o 100,000 mau ʻāpana ma Vietnam," wahi a Li Jia, ke alakaʻi mākeke ʻo Auldey ma Vietnam. "Ua hoʻoponopono pū mākou i nā nui a me nā mea pāʻani e kūpono i nā makemake kūloko—no ka laʻana, me ka hoʻohana ʻana i ka plastic paʻa e kū i ka pāʻani ʻino, ka mea a nā mākua Vietnamese e mahalo nui ai."
Ma waho aʻe o nā hana like ʻana o IP, ke hoʻonohonoho nei nā ʻoihana Kina i nā hana huahana a me nā kumukūʻai. No ka laʻana, nui nā mea hana mea pāʻani Kina e hana nei i nā mea pāʻani hoʻonaʻauao kūpono (kumukūʻai ma waena o \(5-\)20) no nā ʻohana papa waena e kū mai ana ma Indonesia a me Philippines, kahi e mau ai ke kiʻekiʻe o ke kumukūʻai. Ua hoʻonohonoho kekahi mau ʻoihana i nā hui hoʻolālā kūloko: ʻO Haier Toys, he lālā o Haier Group o Kina, ua wehe i kahi kikowaena hoʻolālā ma Bangkok i ka makahiki 2022 e hana i nā mea pāʻani e hōʻike ana i ka moʻomeheu Thai—e like me nā pēpē e ʻaʻahu ana i nā lole chut thai kuʻuna a me nā pāʻani papa e pili ana i nā moʻolelo kuʻuna Thai.
Nānā: Nā Manawa Kūpono a me nā Pilikia e Hiki Mai Ana
ʻOiai he nui nā manaʻolana o ka mākeke mea pāʻani o Asia Hikina Hema, ke mau nei nā pilikia. Ke hoʻoikaika nei ka hoʻokūkū kūloko: ma Thailand, no ka laʻana, ua hopu nā lama kūloko e like me Toy Place i ka 30% o ka mākeke ma ka hāʻawi ʻana i nā huahana haʻahaʻa ke kumu kūʻai, pili i ka moʻomeheu. Aia nō hoʻi nā pilikia hoʻoponopono, e like me nā ʻauhau lawe mai o Indonesia ma nā mea pāʻani i pau (a hiki i ka 15%) a me nā kūlana palekana koʻikoʻi o Vietnam no nā huahana o nā keiki.
Eia nō naʻe, ke manaʻolana nei nā loea ʻoihana. "Aia nō ka mākeke mea pāʻani o Asia Hikina Hema i kona mau pae mua—nui ka lumi no ka ulu ʻana, ʻoiai ke hohonu nei ke kūlanakauhale a me ke komo ʻana o ka ʻenehana," wahi a Sarah Lee, he loiloi kiʻekiʻe ma Euromonitor International. "No nā ʻoihana Kina, ʻo ke kī i ka holomua lōʻihi e hoʻomau i ka hoʻokau mua ʻana i ka localization, ʻaʻole wale ma ka hoʻolālā akā ma ka hāʻawi ʻana a me ke kūʻai aku ʻana. ʻO ka poʻe hiki ke kūkulu i ka hilinaʻi me nā mea kūʻai kūloko ma o ka leo moʻomeheu a me ka maikaʻi e lanakila."
I ka ulu ʻana o nā keiki o ka ʻāina a me ka hoʻonui ʻana o kona papa waena, e paʻa ana ke kūlana o Asia Hikina Hema ma ke ʻano he moana polū e hoʻokuʻu aku ai i nā mea pāʻani honua—e hāʻawi ana i kahi mokuna hou o ka ulu ʻana no nā mea hana e mākaukau e hoʻololi i kāna mau pono kūikawā.
Ka manawa hoʻouna: Sep-18-2025
