JAKARTA, Oketopa [XX] — Mō ngā kaihanga taonga takaro o te ao kua roa e aro ana ki ngā mākete pakeke pērā i a Ūropi me Amerika Te Raki, kei te puta he whai wāhitanga hou i te Tonga-mā-rāwhiti o Āhia. Nā te hanganga taupori taitamariki, te pikinga ake o te mana hoko o te akomanga waenga, me te pikinga o te urunga ki te hokohoko ipurangi, kua puta te mākete taonga takaro o te rohe hei "moana kikorangi" mō ngā kaihokohoko o tāwāhi—me ngā umanga Haina e ārahi ana i te tere mā roto i ngā rautaki rohe kua whakaritea, inā koa ko ngā mahi tahi IP ahurea. E whakaatu ana ngā raraunga ahumahi hou e matapaetia ana ka eke te rahi o te mākete taonga takaro o te Tonga-mā-rāwhiti o Āhia ki te $15.2 piriona i te tau 2028, ka tipu i te tere ā-tau (CAGR) o te 7.3% mai i te tau 2023, ka hipa ake i te toharite o te ao o te 4.1%, e ai ki a Euromonitor International.
Te Huarahi ā-Taupori: Ko te Pupuhitanga o te Taupori Tamariki e Whakakaha ana i te Hiahia
Kei te pūtake o te pikinga o te mākete taonga takaro o Āhia ki te Tonga-Rawhiti ko tōna painga taupori—he taupori tamariki nui, e tipu haere ana. Neke atu i te 670 miriona te taupori katoa o te Association of Southeast Asian Nations (ASEAN), neke atu i te 30% kei raro iho i te 15 tau te pakeke, e ai ki te United Nations Population Division. Ko ngā whenua pēnei i a Indonesia, Philippines, me Vietnam e tū ana hei miihini tipu matua.
Ko Indonesia, te whenua tino taupori o ASEAN, e 82 miriona ngā tamariki kei raro iho i te 15 tau te pakeke—he rite ki te taupori katoa o Tiamana. "I Jakarta me Surabaya, kua kite mātou i te pikinga 12% ia tau o ngā hoko taonga takaro mō ngā tamariki 3-10 tau te pakeke, nā ngā taonga takaro tuku iho me ngā hua mātauranga," te kī a Maria Tan, he kaitātari hokohoko i te tūāpapa hokohoko ipurangi matua o Indonesia, a Shopee. Ko Philippines, me te tau toharite o te 25.7 tau (tetahi o ngā mea taitamariki rawa atu i Āhia), e whakaatu ana i ngā au rite: i kitea i roto i tētahi rangahau i te tau 2023 e te Philippine Toy Association, e 68% o ngā whare i whakapiki ake i te whakapaunga ki ngā taonga takaro i ngā tau e rua kua pahure ake nei, me ngā mātua e whakatairanga ana i ngā taonga e whakakotahi ana i te ngahau me te ako.
I tēnei wā, kua kite a Whitināmu i te pikinga o ngā pēpi i ngā tau tata nei, ā, kua eke te maha o ngā tamariki kei raro iho i te 12 tau ki te 18 miriona i te tau 2023. "Ko ngā mātua o Whitināmu, inā koa i ngā tāone nui pērā i a Ho Chi Minh City me Hanoi, kei te hiahia ake rātou ki te haumi ki ngā taonga tākaro kounga teitei hei tautoko i te whanaketanga o ngā tamariki kōhungahunga," te whakamārama a Tran Minh Duc, te Tumu Whakarae o te kaiwhakarato taonga tākaro KidsLand Vietnam kei Hanoi. "Ko tēnei nekehanga mai i ngā 'taonga tākaro taketake' ki ngā 'taonga tākaro mātauranga' kei te hanga i tētahi āputa nui ka taea e ngā kaihokohoko o tāwāhi te whakakī."
Te Pikinga o te Mana Hoko: Ko te Akomanga Waenga te Mea e Ārahi ana i te Whānuitanga o te Mākete
Kāore ngā tatauranga taupori anake e whakamana ana i te tipu—nā te pikinga o te moni whiwhi kua huri te tono pea hei hoko tūturu. E matapaetia ana ka eke te akomanga waenga o Āhia ki te Tonga-Rawhiti ki te 334 miriona tāngata i te tau 2030, mai i te 190 miriona i te tau 2020, e ai ki te Peeke o te Ao. Ko tēnei rōpū, e tautuhia ana ko ngā whare e whiwhi moni ana i te \(10-\)100 ia rā, kei te huri i ngā tauira kai, tae atu ki ngā taonga takaro.
I Mareia, ko te 45% o te taupori he hunga waenga-papa, i eke te whakapaunga taonga takaro mō ia tangata ki te 38 i te tau 2023—e toru te nui atu i te tau 2015, e ai ki ngā raraunga mai i te Malaysian Toy Manufacturers Association. "Kei te rapu ngā mātua i ngā taonga takaro waitohu, pērā i ngā mea mai i LEGO, Hasbro rānei, engari e pai ana hoki rātou ki ngā hua e whakaata ana i te ahurea o te rohe," te kī a Lim Mei Ling, he kaihoko taonga takaro i te AEON Mall o Mareia. Ahakoa he iti a Hingaiapora, he mākete nui te uara: kua pāngia te whakapaunga taonga takaro mō ia tangata.
\)85 i te tau 2023, ko te teitei rawa atu i te Tonga-mā-rāwhiti o Āhia, me ngā taonga tākaro mātauranga me ngā taonga kohikohinga kounga teitei e akiaki ana i ngā hoko.
Kua kaha ake te tipu o tēnei tipu nā te hokohoko ipurangi. E 45% o ngā hoko taonga takaro o Āhia ki te Tonga-Rawhiti e ahu mai ana i ngā tūāpapa pēnei i a Shopee, Lazada, me TikTok Shop, he pikinga mai i te 22% i te tau 2019. "I roto i tā mātou huihuinga hoko taonga takaro 11.11 i te tau kua hipa, i piki ake ngā hoko taonga takaro i runga i a Shopee Indonesia mā te 210% i whakaritea ki te tau o mua," te kī a Tan. "Ka taea e ngā mātua te uru atu ki ngā taonga takaro mai i ngā waitohu o te ao i mua i ngā toa hokohoko o ngā tāone nui anake."
Ngā Pakihi Hainamana: Te Toa i te Mākete mā te Whakawhanaketanga ā-Rohe
Ko ngā kaihokohoko taonga takaro Hainamana, arā, he kaitākaro nui i roto i te umanga o te ao, kei te whakamahi i ō rātou kaha hanga me te tere ki te hopu i te moana kikorangi o Āhia ki te Tonga-Rawhiti—me te rohe whenua hei rautaki matua. He rerekē ki ngā huarahi o mua o te kaweake noa i ngā hua paerewa, inaianei ka whakarite ngā kamupene Hainamana i ngā hoahoa ki ngā ahurea o te rohe, ā, ka puta te mahi tahi a ngā kamupene ahurea hei whakarerekētanga nui.
Ko Alpha Group o Shenzhen, he kaihanga taonga takaro Hainamana matua, tētahi tauira pai rawa atu. I te tau 2022, i mahi tahi a Alpha me te raupapa pakiwaituhi rongonui o Mareia, Upin & Ipin—e whai ana i ngā haerenga a ngā māhanga taitamariki e rua—ki te whakarewa i tētahi raina taonga takaro ngohengohe, ngā tauira mahi toi, me ngā kēmu mātauranga. I tino angitu te mahi tahi: i roto i ngā marama e ono, i eke te hokonga o ngā taonga takaro waitohu Upin & Ipin ki te $4.2 miriona i Mareia, ko te 18% o te moni whiwhi katoa a Alpha ki te Tonga-Rawhiti o Āhia i taua tau. "I kite mātou he nui ake te pānga o ngā IP e ahu mai ana i te ahurea ā-rohe i ngā kiripuaki whānui o te ao," te kī a Zhang Wei, te kaiwhakahaere rohe o te Tonga-Rawhiti o Āhia o Alpha Group. "E arohaina ana a Upin & Ipin e te nuinga o ngā tamariki Mareia, nō reira he mea tino pai te whakakotahi i ō rātou ahua me ā mātou taonga takaro kounga teitei."
Ko tētahi atu kamupene Hainamana, ko Auldey Toys kei Guangzhou, kua arotahi ki Vietnam. I te tau 2023, i mahi tahi a Auldey me te hongere pouaka whakaata tamariki ā-motu o Vietnam, VTV7, ki te hanga tahi i tētahi raina taonga takaro e ahu mai ana i a Chú Chó Đen (Kurī Pango), he kiripuaki pakiwaituhi rongonui o te rohe. Kei roto i te raina ngā poraka hanga, ngā panga, me ngā motuka mamao, e whakaatu ana i te huruhuru pango rongonui a Chú Chó Đen me te āhua takaro. "I roto i ngā marama e toru o te whakarewatanga, neke atu i te 100,000 ngā waeine i hokona e mātou i Vietnam," te kī a Li Jia, te kaiwhakahaere mākete o Auldey i Vietnam. "I whakarerekētia hoki e mātou ngā rahi me ngā rauemi o ngā taonga takaro kia rite ki ngā manakohanga o te rohe—hei tauira, te whakamahi i te kirihou pakari ake hei tu atu i te takaro taratara, he mea e whakanuia ana e ngā mātua Vietnamese."
Haunga ngā mahi tahi a te IP, kei te whakarōpū hoki ngā umanga Hainamana i ngā mahi hua me ngā utu. Hei tauira, he maha ngā kaihanga taonga takaro Hainamana e whakaputa ana i ngā taonga takaro mātauranga utu iti (te utu i waenga i te \(5-\)20) mō ngā whare o te akomanga waenga e puta ake ana i Indonesia me Philippines, kei reira tonu te aro nui ki ngā utu. Kua whakatūria e ētahi umanga ētahi tīma hoahoa ā-rohe: I whakatuwherahia e Haier Toys, he apiti o Haier Group o Haina, tētahi pokapū hoahoa i Bangkok i te tau 2022 hei hanga taonga takaro e whakaata ana i te ahurea Thai—pērā i ngā tāre e mau ana i ngā kākahu chut thai tuku iho me ngā kēmu poari e ahu mai ana i ngā kōrero tuku iho a Thai.
Tirohanga: Ngā Huarahi me ngā Wero kei te Haere Mai
Ahakoa he nui ngā tūmanako mō te mākete taonga tākaro o Āhia ki te Tonga-mā-rāwhiti, kei te mau tonu ngā wero. Kei te kaha haere te whakataetae ā-rohe: hei tauira, i Thailand, kua riro i ngā waitohu kāinga pērā i a Toy Place te 30% o te mākete mā te tuku hua iti te utu, e tika ana mō te ahurea. Kei reira anō hoki ngā arai ture, pērā i ngā taake kawemai a Initonīhia mō ngā taonga tākaro kua oti (tae atu ki te 15%) me ngā paerewa haumaru pakari a Vietnam mō ngā hua tamariki.
Ahakoa rā, kei te mau tonu te hihiri o ngā tohunga o te umanga. "Kei te tīmatanga tonu te mākete taonga takaro o Āhia ki te Tonga Rawhiti—he nui te wāhi hei tipu, inā koa kei te hohonu haere te noho tāone me te urunga matihiko," te kī a Sarah Lee, he kaitātari matua i Euromonitor International. "Mō ngā umanga Hainamana, ko te kī ki te angitu mō te wā roa ko te pupuri tonu i te kaupapa matua o te rohe, ehara i te mea ko te hoahoa anake engari ko te tohatoha me te hokohoko hoki. Ko te hunga ka taea te hanga whakawhirinaki ki ngā kaihoko o te rohe mā te ahurea me te kounga ka toa."
I te tipu haere o ngā tamariki o te rohe, me te whānui haere o tōna akomanga waenga, ka pakari haere te mana o Āhia ki te Tonga-Rawhiti hei moana kikorangi kaweake taonga takaro o te ao—e tuku ana i tētahi upoko tipu hou mō ngā kaihanga e hiahia ana ki te urutau ki ōna hiahia ahurei.
Wā tuku: Hepetema-18-2025
