Hupfumi hweVana Huri Kukura: Matoyi Evanhu Vakuru Anogona Kuunganidzwa Abuda Senzira Itsva Yekukura Kwekutengesa Zvinhu Kunze Kwenyika

kukura kwemusika wematoyi ne4.1%. Mushumo uyu unoongorora kukura kwemusika, maitiro evatengi, uye kuti vatengesi vekuChina vari kushandisa sei "kushandiswa kwezvinhu zvekare" kuti vawane vatengi vepasi rose.

Musika Wepasi Pose: Indasitiri yemadhora mabhiriyoni makumi maviri nemasere nemazana manomwe emadhora ine nzvimbo dzinonyanya kukosha mudunhu

Musika wepasi rose wematoyi evakuru anounganidzwa washanduka kubva pachikamu chakakosha kuenda kuindasitiri yemabhiriyoni emadhora mumakore mashanu chete. Ruzivo rweEuromonitor International runoratidza kuti musika wakasvika mabhiriyoni emadhora makumi maviri nemasere nesere nemazana manomwe emadhora muna 2024, neNorth America, Europe, neAsia-Pacific senzvimbo nhatu dzepamusoro—imwe neimwe ine zvido zvakasiyana zvevatengi uye zvinokurudzira kukura.

North America ndiyo inoramba iri musika mukuru, ichitora 42% yezvinhu zvinotengeswa pasi rose (\(12.05 bhiriyoni muna 2024), zvichitungamirwa nekudiwa kwezvinhu zvemagamba nesainzi zveIP. MuUS mune vanhu vanopfuura mamiriyoni makumi matatu nemashanu vanounganidza matoyi evakuru, uye 62% yavo vanoshandisa \)500-\(2,000 pagore pazvinhu zvakaita seMarvel statues nema *Star Wars* model kits, zvichienderana neongororo yakaitwa muna 2024 neThe NPD Group. "VaAmerican Kidults vanoda kubhadhara mitengo yepamusoro yezvinhu zvakaganhurirwa zvinoratidza ndangariro dzavo dzetsika dzepop dzavanofarira," anodaro Sarah Lee, muongorori mukuru paEuromonitor. "Chifananidzo cheresin che12-inch chaSpider-Man chinogona kutengeswa ne \)300-$500, uye kutengeswa kushoma kunowanzo pera mukati memaawa mashoma."

Europe inotevera ne28% yemusika wepasi rose ($8.04 bhiriyoni), uko zvinhu zvekare uye zvekare zviri kutonga. UK, Germany, neFrance dzakaona kuwedzera kwekudiwa kwematoyi ekuma1980 nema1990—akadai seTransformers G1 replicas uye He-Man action figures—zvichikonzerwa nevatengi vezera repakati nepakati vari kutsvaga kudzorerazve pfungwa dzevana. MuGermany, kutengeswa kwezvitima zvekare nemota dzevakuru kwakawedzera ne27% muna 2024, zvichienderana neGerman Toy Association.

Asia-Pacific ndiyo nzvimbo iri kukura nekukurumidza, ine CAGR ye18% kubvira muna 2022. Tsika yeJapan ye otaku yagara iripo kwenguva refu iri kuramba ichikurudzira kudiwa kwezvifananidzo zveanime (semuenzaniso, Demon Slayer neAttack on Titan), ukuwo ruzhinji rwepakati muSoutheast Asia rwuri kukura rwuri kugamuchira zvinhu zveWestern neChinese IP. MuIndonesia, kutengeswa kwematoyi evakuru anowanikwa kwakakwira ne45% muna 2024, nezvifananidzo zveNaruto zvakagadzirwa muChina nematoyi epamusoro eBoonie Bears zvichiwedzera kufarirwa, data reCTJPA rinoratidza.

Mufananidzo weVatengi: Ndivanaani Vakuru Vanounganidza Zvinhu?

Vaunganidzi vematoyi evakuru vemazuva ano iboka rakasiyana-siyana, asi maitiro makuru evanhu nemaitiro ari kuumba nzira dzekugadzira zvigadzirwa nekutengesa.

Panyaya yezera, vanhu vazhinji vanosvika makore makumi maviri nemashanu kusvika makumi mana nemashanu, zvichireva kuti vanotenga zvinhu zvevakuru pasi rose, zvichienderana neNPD Group. Boka iri—vazhinji vavo vakakurira munguva yegoridhe yemafirimu emakatuni nemafirimu akakurumbira—vane mari yekushandisa pazvinhu zvekunakidzwa nazvo. "Millennials neGen Z vari kutungamira tsika yeKidult," anotsanangura Li Jia, director wekushambadzira kuHobbyMax, kambani inogadzira matoyi anounganidzwa iri muGuangzhou. "Vanoona zvinhu zvekuunganidza kwete sematoyi chete, asi sezviratidzo zvechinzvimbo uye mari yemoyo."

Maitiro evanhurume nevanhukadzi ari kuchinjawo. Musika uyu wainyanya kutengeswa nevanhurume (nevarume vachiumba 75% yevatengi muna 2019), vanhukadzi vanounganidza zvinhu zvinosvika 35% yezvinhu zvinotengeswa pasi rose—zvakawedzera ne12 muzana mumakore mashanu. MuSouth Korea neUK, vatengi vechikadzi vanosarudza zvinhu zvakanaka asi zvemhando yepamusoro, zvakaita seSanrio's Hello Kitty premium figures uye Studio Ghibli's My Neighbor Totoro resin models. "Taona kuwedzera kwe50% kwevatengi vechikadzi vanotenga zvidhori zvedu zveSpirited Away muEurope," Li Jia anowedzera.

Zvinhu zvitatu zvikuru zvinoita kuti vanhu vakuru vaunganidze zvinhu:

Kuyeuka Zvekare: 62% yevatengi vanoti "kubatanazve nendangariro dzehudiki" ndiyo chikonzero chikuru, zvichienderana neongororo yakaitwa muna 2024 neGlobal Toy Insights. Semuenzaniso, vanhu vekuAmerica vane makore 35-45 ekuberekwa vanowanzo tsvaga zvidhori zveGI Joe kana Barbie kubva paudiki hwavo, nepo vanhu vekuChina vanounganidza zvinhu kuSoutheast Asia vachitenga mifananidzo yevatambi vemafirimu emumba vema1990 vakaita seBlack Cat Detective.

Kuzivikanwa Kwevanhu: Vaunganidzi vanoshandisa zvinhu zvavo kuvaka nharaunda—kugovana mapikicha pa Instagram, kujoina maforamu epamhepo (semuenzaniso, Reddit's r/ActionFigures), uye kupinda magungano akaita seSan Diego Comic-Con (SDCC). Ongororo ya2024 yakawana kuti 45% yevakuru vanounganidziri vakaita shamwari kuburikidza nemitambo yavo.

Kukosha Kwekudyara: Zvinhu zvakaunganidzwa muzvikamu zvidiki zvinowanzova nemutengo wakaderera. Chifananidzo cheAvengers: Endgame Iron Man cha2019, chakatanga kutengeswa pa\(400, ikozvino chinotengeswa nemitengo inopfuura \)1,200 mumisika yechipiri seeBay. Iyi "pfungwa yekudyara" inotungamira 30% yekutenga kwepamusoro-soro, The NPD Group inoshuma.

Maitiro eVatengesi vekuChina: Kugadzira Zvekare, Kushambadzira Kwekubatana

Vagadziri vematoyi vekuChina vari kushandisa hunyanzvi hwavo hwekugadzira pamwe nekubatana kwavo muIP kuti vawane chikamu chikuru chemusika wepasi rose wevanhu vakuru vanounganidza zvinhu, nenzvimbo mbiri dzakakosha: dhizaini yezvigadzirwa zvinotungamirirwa nekusuwa nguva yakapfuura uye kushambadzira kwakatarisana nenharaunda.

Kugadzira Chigadzirwa: Kubatanidza Nguva Yekare Yekare neHunhu uye Kugadzira Zvinhu Zvitsva

Vatengesi vekunze vekuChina vanobudirira vanogadzirisa zvigadzirwa zvavo kuti zvienderane nepfungwa dzekare dzemuno uku vachivandudza mhando kuti ienderane nezvinodiwa nevakuru.

Kubatana kweIP kweKuyeuka Kwenguva Dzose: Kubatana neIP dzinozivikanwa pasi rose inzira yepamusoro. Pop Mart iri kuShenzhen, inozivikanwa nemabhokisi ayo asingaonekwe, yakatanga kushandira pamwe kweStar Wars muna 2024—iine mifananidzo ye3-inch yaDarth Vader naLuke Skywalker ine mapakeji ekare ekuma1970. Mutsetse uyu wakatengesa mayunitsi 500,000 pasi rose mumwedzi mitatu yekutanga, zvichiwana mari inosvika $25 miriyoni. "Global IPs ine ndangariro dzakavaka mukati," anodaro Wang Jian, maneja wekutengesa wepasi rose wePop Mart. "Nekuisa dhizaini yedu yakasarudzika pairi, tinokwezva vese vateveri venguva refu nevaunganidzi vatsva."

Makopi ekare ane Kuvandudzwa Kwemazuva Ano: Kumisika yemuno, makambani ekuChina anogadzirazve matoyi ekare ane zvinhu zviri nani uye zvinhu zvakasiyana-siyana. HobbyMax yakaburitsa kopi yeTransformers Optimus Prime yemakore ekuma1980 muna 2024, yakagadzirwa nesimbi yakaumbwa nesimbi (panzvimbo pepurasitiki) uye mwenje ye LED mumaziso. Mutengo wayo we $280, modhi iyi yakatengesa mayuniti zviuru makumi maviri muEurope neNorth America—zvinotarisirwa kupfuura zvavaitarisira. "Vanhu vakuru vanoda kuyeuka matoyi avo ehudiki, asi nehunhu hwavanogona kunzwisisa iye zvino," Li Jia anotsanangura.

Kubatana kweChina IP Globalization: Ma IP emuno ari kuwanawo mukurumbira. Guangzhou's Alpha Group yakatanga mutsetse wepamusoro wezvifananidzo zveThe Legend of Hei (Ling Long) muna 2024, ichinanga vateveri vesainzi muUS neEurope. Zvifananidzo zve resin zvemainji gumi, zvine mavara e IP mushure meapocalyptic, zvakatengeswa nemadhora mazana matatu nemakumi maviri chimwe nechimwe uye zvakava zvinotengeswa zvakanyanya paLondon Toy Fair. "Ma IP eChinese anopa nyaya itsva kune vanounganidza pasi rose vaneta nemavara akafanana ekuMadokero," anodaro Zhang Wei, director weAlpha Group wekutumira kunze kwenyika.

Kushambadzira: Kuvaka Nharaunda uye Kugadzira Kushaikwa

Kuti vasvike kune vanhu vakuru vanounganidza zvinhu, vatengesi vekuChina vari kutamira kunze kwenyika vari kupfuura kushambadzira kwechinyakare asi vari kutarisa pakuvaka nharaunda uye mishandirapamwe inotungamirirwa nekushaikwa kwezvinhu.

Kubatana paSocial Media neKOL: Mapuratifomu akaita seInstagram, TikTok, neYouTube akakosha pakuratidza zvinhu zvinounganidzwa. Pop Mart inoshanda pamwe chete ne "toy unboxing" KOL dzakadai se @ToyCollectorGirl (ane vateveri vanosvika mamiriyoni 1.2) kuti vaongorore zvigadzirwa zvayo. Vhidhiyo yeTikTok ya2024 yekuburitsa kwake mifananidzo yeStar Wars mubhokisi yakaonekwa nevanhu vanosvika mamiriyoni 4.5, zvichiita kuti kutengesa kuwedzere ne30%. "Vanhu vakuru vanovimba nevamwe vaunganidzi kupfuura kushambadzira," anodaro Wang Jian.

Kuvapo Kwemagungano: Magungano makuru ematoyi—akadai seSDCC, Tokyo Toy Show, neLondon Toy Fair—anokosha pakuvaka kuonekwa kwemhando. Muna 2024, HobbyMax yakaburitsa chifananidzo chayo cheAttack on Titan chakaganhurirwa paSDCC, ichipa mayuniti mazana mashanu e "Comic-Con Only" ane mapurasitiki akakosha. Mayuniti acho akatengeswa mumaawa maviri, uye ruzha rwacho rwakagadzira maodha zviuru gumi ekare echigadzirwa chenguva dzose.

Kubatana Kwenharaunda: Vatengesi vari kunze kwenyika vari kugadzira nharaunda dzepamhepo kuti vakurudzire kuvimbika. Alpha Group yakatanga boka reFacebook, "Global Ling Long Collectors," uko nhengo dzinogovana mapikicha ezvifananidzo zvavo, dzinotora chikamu mumibvunzo nemhinduro nevagadziri veIP, uye dzinovhota zvigadzirwa zvichauya. Boka iri ikozvino rine nhengo 25,000, uye 40% yadzo dzakatengazve. "Kana vateresi vachinzwa vari chikamu chenharaunda, vanova vatsigiri vezvigadzirwa," anodaro Zhang Wei.

MaModheru eChinyorwa Chishoma uye eKutenga Zvisati Zvatengwa: Kushomeka kunoita kuti vanhu vade kutenga zvinhu zvakawanda. Zvinhu zvakawanda zvekuChina zvinounganidzwa zvinoburitswa sezvinhu zvishoma (semuenzaniso, 1,000-5,000 units) zvine manhamba, zvichigadzira pfungwa yekuti zvinhu zvacho zvinotengwa chete. Kutenga zvinhu zvisati zvatengwa kwakajairikawo—HobbyMax yakavhura Odha dzakagadzirirwa kutenga Optimus Prime replica mwedzi mitatu isati yatengeswa, zvichibvumira kambani iyi kuyera kudiwa kwayo nekugadzirisa kugadzirwa kwayo.

Matambudziko uye Maonero Eramangwana

Pasinei nekukura kuri kuita zvinhu, vatengesi vekuChina vanotarisana nematambudziko mumusika wezvinhu zvinounganidzwa nevanhu vakuru. Makwikwi kubva kumakambani ekuMadokero (semuenzaniso, Funko, Sideshow Collectibles) nemakambani ekuJapan (semuenzaniso, Good Smile Company) achiri kuenderera mberi. Kutyorwa kwemutemo weIP ndeimwe njodzi—zvifananidzo zvenhema zvakagadzirwa neChina zveStar Wars zvakazara mumisika yepamhepo, zvichideredza kutengeswa kwepamutemo. Pamusoro pezvo, mitengo yakakwira yekugadzira (ye resin nezvinhu zvesimbi) zvinoreva kuti purofiti yakaderera pane yematoyi evana.

Kuti vakunde matambudziko aya, vatengesi vekunze vari kuisa mari mukuvandudza zvinhu zvitsva uye kuvaka mhando dzezvigadzirwa. Vamwe vari kubatanidza tekinoroji muzvinhu zvinounganidzwa—zvakaita seAR (augmented reality) zvinoita kuti vashandisi "vape hupenyu" kuburikidza nemaapplication emafoni. Vamwe vari kutarisa pakuchengetedza nharaunda, vachishandisa maresini asina njodzi kukwezva vatengi vane hanya nezvakatipoteredza.

Tichitarisa mberi, ramangwana rekutengesa zvinhu zvevakuru zvinounganidzwa kunze kwenyika rakajeka. Misika iri kusimukira yakaita seMiddle East neLatin America iri kuratidza kukura kwakasimba—musika wezvinhu zvevakuru zvinounganidzwa muSaudi Arabia wakawedzera ne55% muna 2024, zvichienderana neCTJPA. Sezvo vanhu vakuru vakawanda vachigamuchira "kutamba semararamiro," vatengesi vekuChina vanogona kuyera ndangariro dzekare, mhando, uye nharaunda vacharamba vachiwana mugove wemusika.

"Hupfumi hwevana vechidiki hahusi hwechinyakare—itsika yenguva refu," anodaro Sarah Lee. "Vanhu vakuru vari kukoshesa zviitiko nehukama hwemanzwiro, uye matoyi anounganidzwa anounza zvese zviri zviviri. Kune vanotengesera kunze kwenyika vekuChina, uyu mukana wekuva vatungamiriri vepasi rose muchikamu chiri kukura nekukurumidza."

Sezvo zvinhu zvinounganidzwa nevanhu vakuru zvakagadzirwa neChina zvichiwedzera kuoneka pamasherufu muNew York, London, neTokyo, indasitiri iyi iri kuratidza kuti matoyi haasi evana chete—uye kuti ndangariro dzekare dzinogona kuva injini ine simba yekukura kwekutengesa kunze kwenyika.