JAKARTA, Ukwakira [XX] — Ku bakinnyi b’ibikinisho ku isi bamaze igihe kinini bibanda ku masoko akuze nk’i Burayi na Amerika ya Ruguru, amahirwe mashya arimo aratangira mu majyepfo y’uburasirazuba bwa Aziya. Bitewe n’imiterere y’abaturage bakiri bato, imbaraga zo kugura ziyongera ku bantu bo mu cyiciro cyo hagati, ndetse n’ubwiyongere bw’ubucuruzi bwo kuri interineti, isoko ry’ibikinisho byo muri aka karere ryabaye "inyanja y’ubururu" ku bashoramari b’abanyamahanga - aho ibigo by’Abashinwa ari byo byayoboye binyuze mu ngamba zijyanye no gushyira ibintu mu mahanga, cyane cyane ubufatanye mu mico ya IP. Amakuru aheruka ku nganda agaragaza ko ingano y’isoko ry’ibikinisho byo muri Aziya y’uburasirazuba bw’uburasirazuba yitezwe kugera kuri miliyari 15.2 z’amadolari mu 2028, rikiyongera ku gipimo cy’umwaka (CAGR) cya 7.3% ugereranyije na 2023, rirenze impuzandengo y’isi ya 4.1%, nk’uko Euromonitor International ibitangaza.
Itandukaniro mu mibare y'abaturage: Ubwiyongere bw'umubare w'abana butuma abantu bakenera
Ishingiro ry'iterambere ry'isoko ry'ibikinisho muri Aziya y'Amajyepfo y'Uburasirazuba ririmo inyungu y'abaturage bayo—abana benshi kandi bakomeza kwiyongera. Ishyirahamwe ry'Ibihugu by'Amajyepfo y'Uburasirazuba bwa Aziya (ASEAN) rifite abaturage barenga miliyoni 670, abarenga 30% bari munsi y'imyaka 15, nk'uko bivugwa n'Ishami ry'Umuryango w'Abibumbye ryita ku Baturage. Ibihugu nka Indoneziya, Filipine, na Vietnam biragaragara nk'ibintu by'ingenzi bitera iterambere.
Indoneziya, igihugu gituwe cyane muri ASEAN, gituwe n'abana miliyoni 82 bari munsi y'imyaka 15—bangana n'abaturage bose b'Ubudage. Maria Tan, umusesenguzi w'ubucuruzi muri Shopee, yagize ati: “Muri Jakarta na Surabaya, twabonye ukwiyongera kwa 12% ku mwaka ku mwaka mu kugurisha ibikinisho by'abana bari hagati y'imyaka 3 na 10, bitewe n'ibikinisho gakondo n'ibindi bikoresho by'uburezi.” Filipine, ifite imyaka 25.7 (imwe mu nto muri Aziya), ivuga ko ibintu bisa: ubushakashatsi bwakozwe mu 2023 n'ishyirahamwe ry'ibikinisho bya Filipine bwagaragaje ko 68% by'ingo ziyongereye amafaranga zikoresha ku bikinisho mu myaka ibiri ishize, ababyeyi bagashyira imbere ibintu bihuza ibyishimo n'ibyo kwiga.
Hagati aho, muri Vietnam hagaragaye ukwiyongera kw'abana mu myaka ya vuba aha, aho umubare w'abana bari munsi y'imyaka 12 wageze kuri miliyoni 18 muri 2023. “Ababyeyi bo muri Vietnam, cyane cyane mu mijyi nka Ho Chi Minh City na Hanoi, biteguye gushora imari mu bikinisho byiza bifasha mu mikurire y'abana bato,” ibi byasobanuwe na Tran Minh Duc, Umuyobozi Mukuru w'ikigo gicuruza ibikinisho cya KidsLand Vietnam kiri i Hanoi. “Iyi mpinduka kuva ku 'bikinisho by'ibanze' ikajya ku 'bikinisho by'uburezi' irimo gutera icyuho kinini abashoramari bo mu mahanga bashobora kuziba.”
Imbaraga zo Kugura Ziriyongera: Abantu bo mu cyiciro cyo hagati batuma isoko rirushaho kwaguka
Imibare y’abaturage yonyine ntiyemeza iterambere—izamuka ry’amafaranga yinjira mu buryo bworoshye ryahinduye icyifuzo cy’abantu gishobora kugurishwa mu buryo nyabwo. Biteganijwe ko abatuye mu cyiciro cyo hagati cy’Aziya y’Amajyepfo y’Uburasirazuba bw’Amerika bazagera kuri miliyoni 334 mu 2030, bavuye kuri miliyoni 190 mu 2020, nk’uko Banki y’Isi ibivuga. Iri tsinda, risobanurwa nk’imiryango yinjiza \(10-\)100 ku munsi, ririmo guhindura imiterere y’ikoreshwa ry’ibintu, harimo n’iry’ibikinisho.
Muri Maleziya, aho abaturage bo mu cyiciro cyo hagati bangana na 45% by'abaturage, amafaranga akoreshwa ku bikinisho bya buri muntu yageze kuri 38 mu 2023—yikubye inshuro eshatu umubare wo mu 2015, nk'uko amakuru aturuka mu Ishyirahamwe ry'Abakora Ibikinisho bya Maleziya agaragaza. “Ababyeyi hano ubu bashaka ibikinisho byanditseho ikirango, nk'ibya LEGO cyangwa Hasbro, ariko kandi bakunda ibicuruzwa bigaragaza umuco wo muri ako gace,” ibi ni ibyavuzwe na Lim Mei Ling, umuguzi w'ibikinisho muri AEON Mall yo muri Maleziya. Singapuru, nubwo ari nto, ni isoko rifite agaciro kanini: amafaranga akoreshwa ku bikinisho bya buri muntu yageze ku rwego rwo hejuru.
\)85 mu 2023, ikaba ari yo iri hejuru cyane muri Aziya y'Amajyepfo y'Uburasirazuba, aho ibikinisho by'uburezi byo mu rwego rwo hejuru n'ibindi bikoresho byo mu bwoko bwa collectibles bigurisha.
Ubucuruzi bwo kuri interineti bwarushijeho kongera iterambere ry’iri terambere. Amashyirahamwe nka Shopee, Lazada, na TikTok Shop ubu agize 45% by’ibikinisho byagurishijwe muri Aziya y’Amajyepfo y’Uburasirazuba, bivuye kuri 22% mu 2019, nk’uko raporo ya Momentum Works ibigaragaza. “Mu gikorwa cyacu cyo kugurisha 11.11 umwaka ushize, kugurisha ibikinisho kuri Shopee Indonesia byazamutseho 210% ugereranyije n’umwaka ushize,” Tan yagize ati. “Ababyeyi ubu bashobora kubona byoroshye ibikinisho bivuye ku bicuruzwa mpuzamahanga byahoze biboneka gusa mu maduka manini yo mu mijyi.”
Ibigo by'Abashinwa: Gutsindira Isoko binyuze mu Gushyira mu Bikorwa mu Gihugu
Abashoramari b’ibikinisho bo mu Bushinwa, abakinnyi bakomeye mu nganda mpuzamahanga, barimo gukoresha imbaraga zabo mu gukora no kwihuta kugira ngo bafate inyanja y’ubururu yo mu majyepfo y’uburasirazuba bwa Aziya—aho gushyira ibintu mu gace nk’ingamba zabo z’ingenzi. Bitandukanye n’uburyo bwo kohereza ibicuruzwa mu mahanga gusa, amasosiyete y’Abashinwa ubu ahindura imiterere y’ibikinisho hakurikijwe imico yo mu gace, hamwe n’ubufatanye mu by’umuco bwa IP bugira impinduka mu buryo bugaragara.
Alpha Group ifite icyicaro i Shenzhen, ikigo gikomeye mu gukora ibikinisho by’Abashinwa, itanga urugero rwiza. Mu 2022, Alpha yafatanyije na serivise izwi cyane ya animation ya Upin & Ipin yo muri Maleziya—ikurikira ingendo z’impanga ebyiri nto—kugira ngo batangize urutonde rw’ibikinisho byiza, abakinnyi b’imikino, n’imikino y’uburezi. Ubu bufatanye bwabaye ikintu cyakunzwe cyane ako kanya: mu mezi atandatu, kugurisha ibikinisho bya Upin & Ipin byageze kuri miliyoni 4.2 z’amadolari muri Maleziya, bingana na 18% by’amafaranga yose Alpha yinjije muri Aziya y’Amajyepfo y’Uburasirazuba muri uwo mwaka. Zhang Wei, umuyobozi w’akarere ka Alpha Group mu ntara y’Amajyepfo y’Uburasirazuba bwa Aziya, yagize ati: “Twabonye ko IPs zishingiye ku muco w’iwacu zigaragara cyane kuruta abakinnyi basanzwe ku isi.” “Upin & Ipin ikundwa na buri mwana wa Maleziya hafi ya wese, bityo guhuza ishusho yabo n’ibikinisho byacu byiza byari ibintu bisanzwe.”
Indi sosiyete yo mu Bushinwa, Auldey Toys ifite icyicaro i Guangzhou, yibanze kuri Vietnam. Mu 2023, Auldey yafatanyije na televiziyo y’abana yo muri Vietnam VTV7 kugira ngo bafatanye mu gukora umukino w’ibikinisho bishingiye kuri Chú Chó Đen (Black Dog), umukinnyi ukundwa cyane wo muri ako gace. Uyu murongo urimo ibintu by’ubwubatsi, amashusho, n’imodoka zigenzurwa kure, byose birimo ubwoya bw’umukara bwa Chú Chó Đen n’isura ye y’ubuhanzi. Li Jia, umuyobozi w’isoko rya Auldey muri Vietnam yagize ati: “Mu mezi atatu nyuma yo gutangira, twagurishije ibikoresho birenga 100.000 muri Vietnam.” “Twanahinduye ingano n’ibikoresho by’ibikinisho kugira ngo bihuze n’ibyo abantu bakunda—urugero, dukoresheje pulasitiki ikomeye kugira ngo twihanganire gukina nabi, ibyo ababyeyi bo muri Vietnam baha agaciro.”
Uretse ubufatanye bwa IP, ibigo by’Abashinwa birimo gushyira mu bikorwa imikorere y’ibicuruzwa n’ibiciro byabyo. Urugero, abakora ibikinisho byinshi by’Abashinwa ubu bakora ibikinisho bihendutse by’uburezi (bihenze hagati ya 5-20) ku miryango ikiri mito muri Indoneziya na Filipine, aho ibiciro bikomeje kuba byinshi. Hari ibigo byanashyizeho amatsinda y’abashushanya: Haier Toys, ishami rya Haier Group yo mu Bushinwa, yafunguye ikigo cy’ibishushanyo mbonera i Bangkok mu 2022 kugira ngo bakore ibikinisho bigaragaza umuco wa Tayilande—nk’ibipupe byambaye imyenda gakondo ya chut thai n’imikino yo ku kibaho ishingiye ku migani gakondo ya Tayilande.
Icyerekezo: Amahirwe n'imbogamizi biri imbere
Nubwo isoko ry'ibikinisho byo muri Aziya y'Amajyepfo y'Uburasirazuba rifite icyizere gikomeye, imbogamizi ziracyahari. Irushanwa ryo mu gace rikomeje kwiyongera: urugero, muri Tayilande, ibigo byakuriye mu gihugu nka Toy Place byigaruriye 30% by'isoko binyuze mu gutanga ibicuruzwa bihendutse kandi bifitanye isano n'umuco. Hariho kandi inzitizi z'amategeko, nko gutumiza ibicuruzwa muri Indoneziya ku bikinisho byarangiye (kugeza kuri 15%) hamwe n'amahame akaze y'umutekano w'ibicuruzwa by'abana muri Vietnam.
Nubwo bimeze bityo ariko, impuguke mu nganda ziracyafite icyizere. “Isoko ry’ibikinisho byo mu majyepfo y’uburasirazuba bwa Aziya riracyari mu ntangiriro—hari umwanya munini wo gukura, cyane cyane ko imijyi n’ikoranabuhanga byiyongera,” ibi byavuzwe na Sarah Lee, umusesenguzi mukuru muri Euromonitor International. “Ku bigo by’Abashinwa, urufunguzo rwo kugera ku ntsinzi y’igihe kirekire ruzaba rukomeza gushyira imbere ibyo gushyira mu bikorwa, atari mu miterere gusa ahubwo no mu gukwirakwiza no kwamamaza. Abashobora kubaka icyizere ku baguzi bo mu gace binyuze mu muco no mu bwiza bazatsinda.”
Uko abana bo muri ako karere bakura n'abaturage bo mu rwego rwo hagati barushaho kwiyongera, urwego rw'uburasirazuba bw'Aziya nk'ikigo cy'ibikinisho ku isi gishora imari mu nyanja y'ubururu rugiye gukomera—rutanga igice gishya cy'iterambere ku nganda ziteguye kwihuza n'ibyo zikeneye byihariye.
Igihe cyo kohereza: 18 Nzeri 2025
