I-JAKARTA, Okthobha. [XX] — Kwabavelisi bezinto zokudlala kwihlabathi liphela abagxile kwiimarike ezivuthiweyo ezifana neYurophu noMntla Melika, ithuba elitsha liyavela eMzantsi-mpuma Asia. Iqhutywa bulwakhiwo lwabemi abaselula, amandla okuthenga aphakathi akhulayo, kunye nokungena kwezorhwebo lwe-e-commerce okukhulayo, imakethi yezinto zokudlala yalo mmandla ivele "njengolwandle oluluhlaza okwesibhakabhaka" kubathumeli bamanye amazwe—kunye namashishini aseTshayina akhokela umrhumo ngokusebenzisa amaqhinga okwakha indawo, ngakumbi intsebenziswano ye-IP yenkcubeko. Idatha yamva nje yeshishini ibonisa ukuba ubungakanani bemakethi yezinto zokudlala eMzantsi-mpuma Asia kulindeleke ukuba ifikelele kwi-$15.2 yeebhiliyoni ngo-2028, ikhula ngesantya sonyaka esidibeneyo (CAGR) se-7.3% ukusuka ngo-2023, idlula umndilili wehlabathi we-4.1%, ngokutsho kwe-Euromonitor International.
Umahluko kwiDemografi: Ukwanda kwenani labantwana kukhuthaza imfuno
Eyona nto iphambili kwimarike yezinto zokudlala eMzantsi-mpuma Asia kukufumana inzuzo kubantu abaninzi—abantwana abaninzi nabakhulayo. I-Association of Southeast Asian Nations (ASEAN) inabemi abangaphezu kwezigidi ezingama-670, abangaphezu kwama-30% bangaphantsi kweminyaka eli-15 ubudala, ngokutsho kweCandelo leZizwe eziManyeneyo. Amazwe afana ne-Indonesia, iPhilippines, kunye neVietnam abonakala njengeenjini eziphambili zokukhula.
I-Indonesia, ilizwe elinabantu abaninzi kwi-ASEAN, likhaya labantwana abazizigidi ezingama-82 abangaphantsi kweminyaka eli-15—elilingana nenani labantu bonke baseJamani. “EJakarta naseSurabaya, sibone ukunyuka kwe-12% ngonyaka kwintengiso yamathoyizi kubantwana abaneminyaka emi-3 ukuya kweli-10, okuqhutywa zizinto zokudlala zemveli kunye neemveliso zemfundo,” utshilo uMaria Tan, umhlalutyi wentengiso kwiqonga le-e-commerce eliphambili e-Indonesia iShopee. IPhilippines, eneminyaka eyi-25.7 ubudala (enye yezona zincinci e-Asia), ixela izinto ezifanayo: uphando luka-2023 olwenziwe yiPhilippine Toy Association lufumanise ukuba ama-68% eentsapho anyuse imali kwiinto zokudlala kwiminyaka emibini edlulileyo, abazali bebeka phambili izinto ezidibanisa ulonwabo nokufunda.
Okwangoku, iVietnam ibone ukwanda kosana kwiminyaka yakutshanje, apho inani labantwana abangaphantsi kweminyaka eli-12 lifikelela kwizigidi ezili-18 ngo-2023. “Abazali baseVietnam, ingakumbi kwiindawo zasezidolophini ezifana neHo Chi Minh City kunye neHanoi, bazimisele ngakumbi ukutyala imali kwiithoyi ezikumgangatho ophezulu ezixhasa uphuhliso lwabantwana abancinci,” ucacisile uTran Minh Duc, i-CEO yomsasazi weethoyi waseHanoi iKidsLand Vietnam. “Olu tshintsho ukusuka 'kwizinto zokudlala ezisisiseko' ukuya 'kwizinto zokudlala zemfundo' ludala umsantsa omkhulu onokuzaliswa ngabathengisi bamanye amazwe.”
Amandla Okuthenga Akhulayo: Udidi Oluphakathi Luqhubela Ukwanda Kwemarike
Iidemografi zodwa aziqinisekisi ukukhula—ukunyuka kwengeniso engasetyenziswayo kuguqule imfuno enokubakho yaba yintengiso yokwenyani. Udidi oluphakathi lwaseMzantsi-mpuma Asia kulindeleke ukuba lufikelele kubantu abazizigidi ezingama-334 ngo-2030, ukusuka kwizigidi ezili-190 ngo-2020, ngokutsho kweBhanki yeHlabathi. Eli qela, elichazwa njengeentsapho ezifumana i-100 ngosuku, litshintsha iindlela zokusebenzisa, kuquka neethoyi.
EMalaysia, apho udidi oluphakathi lubangela i-45% yabemi, inkcitho yezinto zokudlala ngomntu ngamnye ifikelele kwi-\(38 ngo-2023—iphinda kathathu inani ngo-2015, idatha evela kwiMalaysian Toy Manufacturers Association ibonisa. “Abazali apha ngoku bafuna izinto zokudlala ezinophawu, ezifana nezo zivela kwi-LEGO okanye kwi-Hasbro, kodwa bayakuthanda neemveliso ezibonisa inkcubeko yasekuhlaleni,” utshilo uLim Mei Ling, umthengi wezinto zokudlala kwi-AEON Mall yaseMalaysia. ISingapore, nangona incinci, yimarike enexabiso eliphezulu: inkcitho yezinto zokudlala ngomntu ngamnye ifikelele kwinqanaba eliphezulu.
\)85 ngo-2023, eyona iphezulu kuMzantsi-mpuma we-Asia, kunye neethoyi zemfundo eziphezulu kunye neengqokelela eziqhuba intengiso.
Urhwebo lwe-elektroniki lukhulise ngakumbi olu kukhula. Amaqonga afana neShopee, iLazada, kunye neTikTok Shop ngoku athatha i-45% yentengiso yamathoyizi eMzantsi-mpuma Asia, ukusuka kwi-22% ngo-2019, ngokutsho kwengxelo yeMomentum Works. “Ngexesha lomsitho wethu wokuthengisa we-11.11 kunyaka ophelileyo, ukuthengiswa kwamathoyizi kwiShopee Indonesia kunyuke nge-210% xa kuthelekiswa nonyaka ophelileyo,” utshilo uTan. “Abazali ngoku banokufikelela ngokulula kumathoyizi avela kwiimveliso zamazwe ngamazwe ezazikade zifumaneka kuphela kwiindawo ezinkulu zeedolophu.”
Amashishini aseTshayina: Ukuphumelela kwiMarike ngokuSebenzisa indawo
Abathengisi bezinto zokudlala baseTshayina, abadlali abaphambili kushishino lwehlabathi, basebenzisa amandla abo okuvelisa kunye nobuchule babo bokukwazi ukubamba ulwandle oluluhlaza lwaseMzantsi-mpuma Asia—kunye nokwakha indawo njengecebo labo eliphambili. Ngokungafaniyo neendlela zokuqala zokuthumela iimveliso ezisemgangathweni, iinkampani zaseTshayina ngoku zilungelelanisa uyilo ngokweenkcubeko zasekuhlaleni, kunye nentsebenziswano ye-IP yenkcubeko etshintsha umdlalo.
I-Alpha Group eseShenzhen, umenzi weethoyi ophambili waseTshayina, inika umzekelo obalaseleyo. Ngo-2022, i-Alpha yasebenzisana nothotho lwee-animated oludumileyo lwaseMalaysia i-Upin & Ipin—olulandela amabali amawele amabini aselula—ukuze iqalise uluhlu lweethoyi ezithambileyo, imifanekiso yesenzo, kunye nemidlalo yemfundo. Intsebenziswano yaba yimpumelelo ekhawulezileyo: kwiinyanga ezintandathu, ukuthengiswa kweethoyi zophawu lwe-Upin & Ipin kufikelele kwi-$4.2 yezigidi eMalaysia, okubangela i-18% yengeniso iyonke ye-Alpha eMzantsi-mpuma Asia ngaloo nyaka. “Saqonda ukuba ii-IP ezisekelwe kwinkcubeko yasekuhlaleni zivakala kakhulu kuneempawu eziqhelekileyo zehlabathi,” utshilo uZhang Wei, umphathi wengingqi ye-Alpha Group eMzantsi-mpuma Asia. “I-Upin & Ipin ithandwa phantse ngumntwana ngamnye waseMalaysia, ngoko ke ukudibanisa umfanekiso wabo neethoyi zethu ezikumgangatho ophezulu kwakuhambelana ngokwemvelo.”
Enye inkampani yaseTshayina, iAuldey Toys eseGuangzhou, igxile eVietnam. Ngowama-2023, iAuldey yasebenzisana nesitishi seTV sabantwana saseVietnam iVTV7 ukuze benze umgca wethoyi osekelwe kuChú Chó Đen (Black Dog), umlinganiswa wekhathuni othandwayo wasekuhlaleni. Lo mgca uquka iibhloko zokwakha, iiphazili, kunye neemoto ezilawulwa kude, zonke zibonisa uboya obumnyama bukaChú Chó Đen kunye nendlela yokudlala. “Kwiinyanga ezintathu emva kokuqaliswa, sithengise iiyunithi ezingaphezu kwe-100,000 eVietnam,” utshilo uLi Jia, umlawuli wemarike yaseVietnam eAuldey. “Sikwahlengahlengise ubungakanani bethoyi kunye nezinto zokwakha ukuze zihambelane nezinto ezikhethwayo zasekuhlaleni—umzekelo, sisebenzisa iplastiki ehlala ixesha elide ukuze imelane nokudlala okunzima, okuxatyiswa ngabazali baseVietnam.”
Ngaphandle kwentsebenziswano ye-IP, amashishini aseTshayina akwabeka imisebenzi yemveliso kunye namaxabiso kwindawo. Umzekelo, abenzi beethoyi baseTshayina ngoku bavelisa amathoyizi emfundo afikelelekayo (amaxabiso aphakathi kwe-5-20) kwiintsapho ezisakhulayo eziphakathi e-Indonesia nasePhilippines, apho uvakalelo lwamaxabiso luhlala luphezulu. Ezinye iinkampani zide zaseka amaqela oyilo asekuhlaleni: I-Haier Toys, inkampani engaphantsi kwe-Haier Group yaseTshayina, yavula iziko loyilo eBangkok ngo-2022 ukuze yenze amathoyizi abonakalisa inkcubeko yaseThailand—njengoonodoli abanxibe iimpahla zesintu ze-chut thai kunye nemidlalo yebhodi esekelwe kwiintsomi zaseThailand.
Imbono: Amathuba kunye nemingeni ezayo
Nangona imakethi yezinto zokudlala eMzantsi-mpuma Asia ithembisa kakhulu, imingeni isekho. Ukhuphiswano lwasekuhlaleni luyanda: eThailand, umzekelo, iimpawu zasekhaya ezifana neToy Place zibambe i-30% yemarike ngokubonelela ngeemveliso ezingabizi kakhulu nezihambelana nenkcubeko. Kukho nemiqobo elawulayo, njengerhafu yokungenisa impahla e-Indonesia kwiithoyi ezigqityiweyo (ukuya kuthi ga kwi-15%) kunye nemigangatho yokhuseleko engqongqo yaseVietnam kwiimveliso zabantwana.
Nangona kunjalo, iingcali zoshishino zisanethemba. “Imarike yezinto zokudlala eMzantsi-mpuma Asia isekwinqanaba layo lokuqala—kukho indawo eninzi yokukhula, ingakumbi njengoko ukufudukela kwabantu ezidolophini kunye nokungena kwedijithali kusanda,” utshilo uSarah Lee, umhlalutyi omkhulu kwi-Euromonitor International. “Kumashishini aseTshayina, isitshixo sempumelelo yexesha elide siya kuqhubeka nokubeka phambili izinto zasekhaya, kungekuphela nje kuyilo kodwa nakwisasazo kunye nokuthengisa. Abo banokwakha ukuthembana nabathengi basekuhlaleni ngokusebenzisa inkcubeko kunye nomgangatho baya kuphumelela.”
Njengoko abantwana balo mmandla bekhula kwaye udidi oluphakathi lusanda, imeko yoMzantsi-mpuma Asia njengelizwe elithumela izinto zokudlala kwamanye amazwe ilungele ukuqina—ibonelela ngesahluko esitsha sokukhula kwabavelisi abazimisele ukuziqhelanisa neemfuno zabo ezizodwa.
Ixesha leposi: Sep-18-2025
