JAKARTA, Gumiguru. [XX] — Kune vagadziri vematoyi vepasi rose vakagara vachitarisa misika yakakura seEurope neNorth America, mukana mutsva uri kutanga kuoneka muSoutheast Asia. Nekuda kwehuwandu hwevanhu vechidiki, simba rekutenga repakati nepakati riri kukwira, uye kupinda kwebhizinesi repamhepo kuri kuwedzera, musika wematoyi wedunhu iri wave "gungwa rebhuruu" kune vanotumira kunze kwenyika — nemabhizinesi ekuChina ari kutungamira kuburikidza nemazano akagadzirirwa enzvimbo, kunyanya kubatana kwetsika neIP. Ruzivo rweindasitiri ruchangoburwa runoratidza kuti saizi yemusika wematoyi weSoutheast Asia inotarisirwa kusvika $15.2 bhiriyoni panosvika 2028, ichikura nemutengo wepagore (CAGR) we7.3% kubva muna 2023, ichipfuura avhareji yepasi rose ye4.1%, zvichienderana neEuromonitor International.
Kusiyana Kwevanhu: Kuwedzera Kwehuwandu hweVana Kunokonzera Kudiwa Kwevanhu
Pakati pekukura kwemusika wematoyi muSoutheast Asia pane mukana wevanhu vakawanda—vana vakawanda uye vari kukura. Sangano reAssociation of Southeast Asian Nations (ASEAN) rine vanhu vanopfuura mamiriyoni 670, vanopfuura 30% vari pasi pemakore gumi nemashanu, zvichienderana neUnited Nations Population Division. Nyika dzakadai seIndonesia, Philippines, neVietnam dzinoonekwa sedzinonyanya kukura.
Indonesia, nyika ine vanhu vakawanda muASEAN, ine vana mamiriyoni 82 vari pasi pemakore 15—vakaenzana nehuwandu hwevanhu vose vemuGermany. “MuJakarta neSurabaya, takaona kuwedzera kwegore negore kwe12% mukutengeswa kwematoyi evana vane makore 3-10, zvichikonzerwa nematoyi echinyakare nezvigadzirwa zvedzidzo,” akadaro Maria Tan, nyanzvi yezvekutengesa papuratifomu yepamhepo yeShopee muIndonesia. Philippines, ine makore apakati pemakore 25.7 (imwe yediki muAsia), inotaura nezvemafambiro akafanana: ongororo yakaitwa muna 2023 nePhilippine Toy Association yakawana kuti 68% yemhuri yakawedzera mari yekushandisa pamatoyi mumakore maviri apfuura, vabereki vachiisa zvinhu zvinosanganisa kunakidzwa nekudzidza pakutanga.
Panguva iyi, Vietnam yakaona kuwedzera kwevana mumakore achangopfuura, nenhamba yevana vari pasi pemakore gumi nemaviri ichisvika mamiriyoni gumi nemasere muna 2023. "Vabereki vekuVietnam, kunyanya munzvimbo dzemaguta dzakadai seHo Chi Minh City neHanoi, vanoda kuisa mari mumatoyi emhando yepamusoro anotsigira kukura kwevana vachiri vadiki," akatsanangura Tran Minh Duc, CEO weKidsLand Vietnam, mugovanisi wematoyi ari muHanoi. "Kuchinja uku kubva pa 'zvinhu zvekutamba' kuenda ku 'matoyi ekudzidzisa' kuri kugadzira mukaha mukuru unogona kuzadzwa nevatengesi vekune dzimwe nyika."
Simba Rekutenga Riri Kukwira: Vepakati Vechikamu Vanokurudzira Kuwedzera Kwemusika
Huwandu hwevanhu chete hahuvimbisi kukura—kuwedzera kwemari inoshandiswa kutenga zvinhu zvakashandiswa kwakachinja kudiwa kwezvinhu kuva kutengesa chaiko. Vanhu vepakati nepakati muSoutheast Asia vanofungidzirwa kusvika vanhu mamiriyoni 334 panosvika gore ra2030, kubva pamamiriyoni 190 muna 2020, sekureva kweWorld Bank. Boka iri, rinotsanangurwa semhuri dzinowana \(10-\)100 pazuva, riri kuchinja maitiro ekushandisa zvinhu, kusanganisira matoyi.
MuMalaysia, uko vanhu vepakati nepakati vanosvika 45% yevanhu, mari inoshandiswa pakutenga matoyi pamunhu yakasvika 38 muna 2023—zvichipeta katatu muna 2015, data kubva kuMalaysian Toy Manufacturers Association rinoratidza. "Vabereki pano vava kutsvaga matoyi ane mazita, akadai seaya anobva kuLEGO kana Hasbro, asi vanodawo zvigadzirwa zvinoratidza tsika dzemuno," akadaro Lim Mei Ling, mutengi wematoyi paAEON Mall yekuMalaysia. Singapore, kunyange iri diki, musika une mutengo wakakwirira: mari inoshandiswa pakutenga matoyi pamunhu yakakwira.
\)85 muna 2023, iyo yakakwira zvikuru muSoutheast Asia, ine matoyi edzidzo epamusoro-soro uye zvinhu zvinounganidzwa zvinotengesa zvinhu.
Kutengeserana paindaneti kwakawedzera kukura uku. Mapuratifomu akaita seShopee, Lazada, neTikTok Shop ikozvino anotora 45% yekutengesa matoyi kuSoutheast Asia, kubva pa22% muna 2019, sekureva kwemushumo weMomentum Works. "Panguva yekutengesa kwedu 11.11 gore rapfuura, kutengeswa kwematoyi paShopee Indonesia kwakakwira ne210% zvichienzaniswa negore rapfuura," akadaro Tan. "Vabereki vava kukwanisa kuwana matoyi kubva kumakambani epasi rose aimbowanikwa chete muzvitoro zvikuru zvemaguta."
Makambani ekuChina: Kukunda Musika kuburikidza neKuisa Makambani muChina
Vatengesi vezvinhu zvekuChina vanotumira kunze, avo vagara vari vatambi vakuru muindasitiri yepasi rose, vari kushandisa simba ravo rekugadzira nehunyanzvi hwavo kuti vabate gungwa reSoutheast Asia—vachishandisa nzira yavo huru yekuisa zvinhu munzvimbo dzakasiyana. Kusiyana nenzira dzekutanga dzekungotumira zvigadzirwa zvakajairwa, makambani ekuChina iye zvino anogadzirisa magadzirirwo anoenderana netsika dzemuno, nekushandira pamwe kwetsika dzeIP kuchichinja zvinhu.
Alpha Group iri kuShenzhen, kambani inotungamira mukugadzira matoyi ekuChina, inopa muenzaniso wakanaka. Muna 2022, Alpha yakabatana nenhevedzano yemakatuni inozivikanwa yeMalaysia yeUpin & Ipin—iyo inotevera mafambiro emapatya maviri madiki—kutanga matoyi epamusoro-soro, vanhu vanoita zvemitambo, uye mitambo yekudzidzisa. Kubatana uku kwakabudirira pakarepo: mukati memwedzi mitanhatu, kutengeswa kwematoyi emhando yeUpin & Ipin kwakasvika $4.2 miriyoni muMalaysia, zvichiita kuti 18% yemari yese yeAlpha yeSoutheast Asia gore iroro. "Takaona kuti maIP akavakirwa mutsika dzemuno anonyanya kushanda kupfuura vanhu vepasi rose," akadaro Zhang Wei, maneja wedunhu reAlpha Group kuSoutheast Asia. "Upin & Ipin inodiwa nevana vese vekuMalaysia, saka kusanganisa mufananidzo wavo nematoyi edu emhando yepamusoro kwaive kwakakodzera."
Imwe kambani yekuChina, Auldey Toys iri kuGuangzhou, yakatarisana neVietnam. Muna 2023, Auldey yakabatana nechiteshi cheterevhizheni chevana chenyika yeVietnam VTV7 kuti vagadzire tambo yematoyi yakavakirwa paChú Chó Đen (Black Dog), hunhu hwemakatuni hunodiwa munharaunda. Mutambo uyu unosanganisira mabhuroko ekuvaka, mapuzzle, nemotokari dzinodzorwa kure, zvese zvine mvere nhema dzaChú Chó Đen uye maitiro ake ekutamba. "Mukati memwedzi mitatu yekutanga, takatengesa mayunitsi anopfuura 100,000 muVietnam," akadaro Li Jia, director wemusika weAuldey kuVietnam. "Takagadzirisawo saizi dzematoyi nezvinhu kuti zvienderane nezvinodiwa munharaunda - semuenzaniso, tichishandisa purasitiki yakasimba kuti igare yakasimba, iyo vabereki vekuVietnam vanokoshesa."
Kupfuura kushanda pamwe chete kweIP, makambani ekuChina ari kuwedzerawo mabasa ezvigadzirwa nemitengo. Semuenzaniso, vagadziri vazhinji vematoyi vekuChina vava kugadzira matoyi edzidzo anodhura (mutengo uri pakati pe5-20) emhuri dziri kusimukira dzepakati muIndonesia nePhilippines, uko mitengo ichiri kukwira. Mamwe makambani akatotanga mapoka ekugadzira emunharaunda: Haier Toys, kambani iri pasi peHaier Group yeChina, yakavhura nzvimbo yekugadzira muBangkok muna 2022 kugadzira matoyi anoratidza tsika dzechiThai—senge zvidhori zvakapfeka zvipfeko zvechinyakare zvechut thai nemitambo yebhodhi yakavakirwa pangano dzechiThai.
Maonero: Mikana Nematambudziko Ari Mberi
Kunyange zvazvo musika wematoyi wekuSoutheast Asia uchivimbisa zvikuru, matambudziko achiripo. Makwikwi emuno ari kuwedzera: semuenzaniso, muThailand, mhando dzemuno dzakadai seToy Place dzakatora 30% yemusika nekupa zvigadzirwa zvakachipa uye zvine chekuita netsika. Zvipingamupinyi zvemutemo zviripowo, zvakaita semitero yekupinza zvinhu muIndonesia pamatoyi apera (kusvika ku15%) uye mitemo yakasimba yeVietnam yekuchengetedza zvigadzirwa zvevana.
Kunyange zvakadaro, nyanzvi dzeindasitiri dzichiri netariro. "Musika wematoyi wekuSoutheast Asia uchiri muchikamu chekutanga—kune mukana wakakura wekukura, kunyanya sezvo kukura kwemaguta uye kupinda kwedhijitari kuchikwira," akadaro Sarah Lee, nyanzvi yepamusoro paEuromonitor International. "Kune makambani ekuChina, kiyi yekubudirira kwenguva refu ichave kuramba ichikoshesa nzvimbo, kwete mukugadzira chete asiwo mukugovera nekushambadzira. Avo vanogona kuvaka kuvimba nevatengi vemunharaunda kuburikidza netsika dzakanaka uye hunhu hwakanaka vachakunda."
Sezvo vana vemudunhu iri vachikura uye vechidiki vepakati vachikura, chinzvimbo cheSoutheast Asia senzvimbo yepasi rose inotengeswa zvinhu zvematoyi kunze kwenyika chave kuda kusimba—chichipa chitsauko chitsva chekukura kune vagadziri vanoda kugadzirisa zvinodiwa zvavo zvakasiyana.
Nguva yekutumira: Gunyana-18-2025
