JAKARTA, Okutobala. [XX] — Kwa opanga zoseweretsa padziko lonse lapansi omwe akhala akuyang'ana kwambiri misika yokhwima monga Europe ndi North America, mwayi watsopano ukuyamba kuonekera ku Southeast Asia. Chifukwa cha kuchuluka kwa achinyamata, kukwera kwa mphamvu yogula ya anthu apakati, komanso kufalikira kwa malonda apaintaneti, msika wa zoseweretsa m'derali waonekera ngati "nyanja yabuluu" kwa ogulitsa kunja - ndi mabizinesi aku China akutsogolera kudzera munjira zopangidwira anthu am'deralo, makamaka mgwirizano wachikhalidwe ndi IP. Deta yaposachedwa yamakampani ikuwonetsa kuti kukula kwa msika wa zoseweretsa ku Southeast Asia kukuyembekezeka kufika $15.2 biliyoni pofika chaka cha 2028, kukula pamlingo wapachaka (CAGR) wa 7.3% kuyambira 2023, kupitirira avareji yapadziko lonse ya 4.1%, malinga ndi Euromonitor International.
Kusiyana kwa Anthu: Kuchuluka kwa Ana Kukuwonjezera Kufunika kwa Anthu
Pakati pa kukula kwa msika wa zoseweretsa ku Southeast Asia pali ubwino wa anthu—chiŵerengero cha ana chomwe chikukula komanso chokwera. Bungwe la Association of Southeast Asian Nations (ASEAN) lili ndi anthu opitilira 670 miliyoni, ndipo opitilira 30% ali pansi pa zaka 15, malinga ndi United Nations Population Division. Mayiko monga Indonesia, Philippines, ndi Vietnam ndi omwe ali ndi udindo waukulu pakukula kwa msika.
Indonesia, dziko lokhala ndi anthu ambiri ku ASEAN, lili ndi ana 82 miliyoni osakwana zaka 15—ofanana ndi chiwerengero chonse cha anthu ku Germany. “Ku Jakarta ndi Surabaya, tawona kuwonjezeka kwa 12% pachaka kwa malonda a zoseweretsa za ana azaka zapakati pa 3-10, chifukwa cha zoseweretsa zachikhalidwe komanso zinthu zophunzitsira,” anatero Maria Tan, katswiri wofufuza zamalonda ku Shopee, nsanja yotsogola kwambiri yamalonda apaintaneti ku Indonesia. Philippines, yomwe ili ndi zaka zapakati pa 25.7 (imodzi mwa zazing'ono kwambiri ku Asia), ikunena za zomwe zikuchitika: kafukufuku wa 2023 wa Philippine Toy Association adapeza kuti 68% ya mabanja adawonjezera ndalama zomwe amagwiritsa ntchito pa zoseweretsa m'zaka ziwiri zapitazi, ndipo makolo adayika patsogolo zinthu zomwe zimaphatikiza zosangalatsa ndi kuphunzira.
Pakadali pano, Vietnam yawona kuchuluka kwa ana m'zaka zaposachedwa, ndipo chiwerengero cha ana osakwana zaka 12 chafika 18 miliyoni mu 2023. "Makolo aku Vietnam, makamaka m'mizinda monga Ho Chi Minh City ndi Hanoi, ali ofunitsitsa kuyika ndalama mu zoseweretsa zapamwamba zomwe zimathandiza kukula kwa ana aang'ono," adatero Tran Minh Duc, CEO wa KidsLand Vietnam, wogulitsa zoseweretsa ku Hanoi. "Kusintha kumeneku kuchoka pa 'zoseweretsa zoyambira' kupita ku 'zoseweretsa zophunzitsira' kukupanga kusiyana kwakukulu komwe ogulitsa kunja angatseke."
Kukwera kwa Mphamvu Yogula: Anthu a Pakati Alimbikitsa Kukula kwa Msika
Chiwerengero cha anthu chokha sichikutsimikizira kukula—kukwera kwa ndalama zomwe zingagulitsidwe kwasintha kufunikira kwa zinthu kukhala malonda enieni. Anthu apakati ku Southeast Asia akuyembekezeka kufika pa anthu 334 miliyoni pofika chaka cha 2030, kuchokera pa 190 miliyoni mu 2020, malinga ndi World Bank. Gululi, lomwe limatanthauzidwa kuti ndi mabanja omwe amapeza \(10-\)100 patsiku, likusintha momwe amagwiritsira ntchito zinthu, kuphatikizapo zoseweretsa.
Ku Malaysia, komwe anthu apakati ndi apakati pa anthu onse, ndalama zomwe zimagwiritsidwa ntchito pa chidole pa munthu aliyense zinafika pa 38 mu 2023—kuchulukitsa katatu chiwerengerocho mu 2015, malinga ndi deta yochokera ku Malaysian Toy Manufacturers Association. “Makolo pano tsopano akufuna zoseweretsa zodziwika bwino, monga za LEGO kapena Hasbro, komanso amakonda zinthu zomwe zimasonyeza chikhalidwe cha m’deralo,” anatero Lim Mei Ling, wogula zoseweretsa ku AEON Mall ku Malaysia. Singapore, ngakhale ili yaying'ono, ndi msika wamtengo wapatali: ndalama zomwe zimagwiritsidwa ntchito pa chidole pa munthu aliyense zafika pamlingo wapamwamba.
\)85 mu 2023, yomwe ndi yapamwamba kwambiri ku Southeast Asia, yokhala ndi zoseweretsa zapamwamba zophunzitsira komanso zinthu zosonkhanitsidwa zomwe zimayendetsa malonda.
Malonda apaintaneti awonjezera kukula kumeneku. Mapulatifomu monga Shopee, Lazada, ndi TikTok Shop tsopano ndi 45% ya malonda a zoseweretsa ku Southeast Asia, kuchokera pa 22% mu 2019, malinga ndi lipoti la Momentum Works. "Panthawi yathu yogulitsa zoseweretsa pa 11.11 chaka chatha, kugulitsa zoseweretsa pa Shopee Indonesia kudakwera ndi 210% poyerekeza ndi chaka chatha," adatero Tan. "Makolo tsopano amatha kupeza zoseweretsa mosavuta kuchokera kumakampani apadziko lonse lapansi omwe kale anali kupezeka m'masitolo akuluakulu amzinda waukulu."
Makampani aku China: Kupambana Msika Kudzera mu Kusintha kwa Malo
Ogulitsa zidole ku China, omwe akhala akuchita zinthu zazikulu padziko lonse lapansi kwa nthawi yayitali, akugwiritsa ntchito mphamvu zawo zopangira zinthu ndi luso lawo kuti agwire nyanja ya buluu ya Kum'mwera chakum'mawa kwa Asia—ndipo njira yawo yofunika kwambiri ndi kuyika zinthu m'malo mwawo. Mosiyana ndi njira zoyambirira zotumizira zinthu zokhazikika, makampani aku China tsopano amasintha mapangidwe awo kuti agwirizane ndi zikhalidwe zakomweko, ndipo mgwirizano wa IP wa chikhalidwe ukusintha kwambiri.
Alpha Group yochokera ku Shenzhen, kampani yotsogola yopanga zoseweretsa ku China, imapereka chitsanzo chabwino. Mu 2022, Alpha idagwirizana ndi mndandanda wotchuka wa makanema ojambula ku Malaysia wa Upin & Ipin—womwe ukutsatira zochitika za mapasa awiri aang'ono—kuti ayambe mndandanda wa zoseweretsa zokongola, anthu ochita sewero, ndi masewera ophunzitsa. Mgwirizanowu unatchuka nthawi yomweyo: mkati mwa miyezi isanu ndi umodzi, kugulitsa zoseweretsa za Upin & Ipin kunafika $4.2 miliyoni ku Malaysia, zomwe zimapangitsa 18% ya ndalama zonse za Alpha ku Southeast Asia chaka chimenecho. "Tinazindikira kuti ma IP ozikidwa pa chikhalidwe chakomweko amakhudza kwambiri kuposa anthu wamba padziko lonse lapansi," adatero Zhang Wei, manejala wa Alpha Group ku Southeast Asia. "Upin & Ipin imakondedwa ndi pafupifupi mwana aliyense waku Malaysia, kotero kuphatikiza chithunzi chawo ndi zoseweretsa zathu zapamwamba kunali koyenera mwachibadwa."
Kampani ina yaku China, Auldey Toys yokhala ku Guangzhou, yayang'ana kwambiri Vietnam. Mu 2023, Auldey adagwirizana ndi wailesi yakanema ya ana ya dziko la Vietnam VTV7 kuti apange mzere wa zoseweretsa zochokera ku Chú Chó Đen (Black Dog), munthu wodziwika bwino wa m'deralo. Mzerewu umaphatikizapo zinthu zomangira, ma puzzle, ndi magalimoto oyendetsedwa ndi kutali, zonse zomwe zili ndi ubweya wakuda wodziwika bwino wa Chú Chó Đen komanso mawonekedwe oseketsa. "Mkati mwa miyezi itatu titatulutsa, tinagulitsa magalimoto opitilira 100,000 ku Vietnam," adatero Li Jia, mkulu wa msika wa Auldey ku Vietnam. "Tinasinthanso kukula kwa zoseweretsa ndi zipangizo kuti zigwirizane ndi zomwe amakonda m'deralo - mwachitsanzo, pogwiritsa ntchito pulasitiki yolimba kuti ipirire kusewera koopsa, komwe makolo aku Vietnam amayamikira."
Kupatula mgwirizano wa IP, makampani aku China akugwiritsanso ntchito zinthu ndi mitengo ya zinthu m'deralo. Mwachitsanzo, opanga zidole ambiri aku China tsopano amapanga zidole zophunzitsira zotsika mtengo (mitengo yake ndi kuyambira pa 5 mpaka 20) kwa mabanja apakati omwe akutukuka kumene ku Indonesia ndi Philippines, komwe mitengo imakhala yokwera kwambiri. Makampani ena akhazikitsanso magulu opanga mapangidwe am'deralo: Haier Toys, kampani yothandizidwa ndi Haier Group yaku China, idatsegula malo opangira mapangidwe ku Bangkok mu 2022 kuti ipange zidole zomwe zikuwonetsa chikhalidwe cha ku Thailand—monga zidole zovala zovala zachikhalidwe za chut thai ndi masewera a bolodi otengera nkhani zachikhalidwe zaku Thailand.
Chiyembekezo: Mwayi ndi Mavuto Akubwera
Ngakhale kuti msika wa zoseweretsa ku Southeast Asia uli ndi chiyembekezo chachikulu, mavuto akadalipo. Mpikisano wakomweko ukukulirakulira: mwachitsanzo, ku Thailand, makampani akumaloko monga Toy Place atenga 30% ya msika popereka zinthu zotsika mtengo komanso zogwirizana ndi chikhalidwe. Palinso zopinga zina, monga msonkho wa ku Indonesia pa zoseweretsa zomalizidwa (mpaka 15%) ndi miyezo yokhwima ya chitetezo cha zinthu za ana ku Vietnam.
Komabe, akatswiri amakampani akupitilizabe kukhala ndi chiyembekezo. "Msika wa zoseweretsa ku Southeast Asia ukadali pachiyambi chake - pali malo ambiri oti ukule, makamaka pamene kukula kwa mizinda ndi kulowa kwa digito kukukulirakulira," adatero Sarah Lee, katswiri wamkulu wa Euromonitor International. "Kwa makampani aku China, chinsinsi cha kupambana kwa nthawi yayitali chidzakhala kupitirizabe kuyika patsogolo zinthu zakunja, osati pakupanga kokha komanso pakugawa ndi kutsatsa. Iwo omwe angathe kumanga chidaliro ndi ogula am'deralo kudzera mu chikhalidwe ndi khalidwe labwino adzapambana."
Pamene ana a m'derali akukula ndipo anthu apakati akuchulukirachulukira, udindo wa Southeast Asia monga malo otumizira zidole padziko lonse lapansi ukuyembekezeka kukhazikika—kupereka gawo latsopano la kukula kwa opanga omwe akufuna kusintha malinga ndi zosowa zawo zapadera.
Nthawi yotumizira: Sep-18-2025
