Imboni yamathoyizi yomhlaba wonke ibona igagasi elishintshayo eligxile ekubalukeni kwemfundo kanye nomthwalo wemfanelo wezemvelo, okushintsha kakhulu isimo sesikhathi esizayo sale mboni.
Kubasebenzisi bamawebhusayithi okuhweba ngamathoyizi azimele, ukuqonda ngokunembile izitayela zemakethe yamathoyizi omhlaba wonke akugcini nje ngokukhetha umkhiqizo kodwa futhi kuyitshe lesisekelo lokumaketha kokuqukethwe kanye namasu e-SEO. Ngokusho koMbiko Wokuthuthukiswa Kwemboni Yamathoyizi Womhlaba Wonke ka-2025 okhishwe yizikhungo ezifana ne-Guangdong Toy Association, imakethe yamathoyizi omhlaba wonke yazinza kancane kancane ngo-2024, kodwa kwavela izitayela zokwehluka ezibalulekile kuwo wonke amaqembu abathengi kanye nezigaba zemikhiqizo.
Phakathi kwazo, amathoyizi okufundisa (i-STEM), amathoyizi anobungani nemvelo, kanye namathoyizi anelayisensi ye-IP abe yizinto ezibalulekile ekukhuleni kwemakethe. Lezi zindlela zinikeza iziqondiso ezicacile kubathengisi abathengisa ngobuningi kanye nabaphakeli.
01 Ukwehluka Kwemakethe kanye Nabashayeli Bokukhula
Imakethe yamathoyizi omhlaba wonke ngo-2025 ikhombisa amandla avuselelwe. Umbiko ukhombisa ukuthi ukusetshenziswa kwamathoyizi phakathi kwentsha eneminyaka engu-14 nangaphezulu kuyanda, kanti imikhiqizo enelayisensi ye-IP inikeza ukusebenza okuhle kakhulu kokuthengisa.
Izimakethe zesifunda ziveza iphethini "yeNyakatho Melika ehamba phambili, i-Asia-Pacific ikhula". INyakatho Melika igcina isikhundla esiphambili ekusetshenzisweni kwamathoyizi ngomuntu ngamunye, kuyilapho isifunda sase-Asia-Pacific, esiqhutshwa yisigaba sayo esiphakathi esikhula ngokushesha kanye nesisekelo sokukhiqiza esiqinile, sesibe yimakethe ekhula ngokushesha.
Iziteshi ze-e-commerce eziwela imingcele ziyaqhubeka nokuthuthuka: I-Amazon isalokhu imile kahle, kuyilapho amapulatifomu asafufusa njenge-TikTok Shop ekhula, enikeza iziteshi zokuthengisa ezahlukahlukene zemikhiqizo yamathoyizi.
Ngokuphathelene nokuncintisana, izinkampani ezinkulu zamazwe ngamazwe zibusa imakethe yezinga eliphezulu, amabhizinisi endawo ahola imakethe yezinga eliphakathi nendawo, kanti imikhiqizo edumile kwi-inthanethi ihlukana ibe yizigaba ezikhethekile ngamasu ahlukene.
02 Amathoyizi e-STEM Ahola Igagasi Elisha Lokuzijabulisa Kwezemfundo
Imakethe yamathoyizi e-STEM ikhula ngendlela engakaze ibonwe. Ucwaningo lwakamuva lubonisa ukuthi imakethe yamathoyizi emfundo yomhlaba wonke kulindeleke ukuthi ikhule ku-CAGR engu-8.3%, ifinyelele ku-USD 105.38 billion ngo-2030.
Isidingo sabathengi samathoyizi e-STEM sibonisa ukuguquguquka okusobala kwesizini. Idatha yethrendi ye-Amazon yembula ukuthi inani lokusesha lamakhithi esayensi namarobhothi e-STEM lafinyelela phezulu ngoJulayi 2025, ngokukhula kwenyanga nenyanga okungu-28.4%.
Abasebenzisi abakhulu bamathoyizi anjalo bahlanganisa izingane (43.3%) kanye nabaqoqi (23.3%), kanti izimo zokuphana izipho zibalwa njengesilinganiso esiphezulu esingu-37.6%.
Kodwa-ke, ukuqina komkhiqizo kanye namaphutha okuklama kusalokhu kuyizinto ezibuhlungu embonini. Ama-31.6% empendulo engemihle akhomba ezinkingeni zokuqina, kanti ama-26.3% abasebenzisi bakhuluma ngezinkinga ngezisekelo ezingajikelezi. Lokhu kudala amathuba kubathengisi bamathoyizi e-STEM abasezingeni eliphezulu nabaklanywe ngobuhlakani ukuze bathole umehluko wokuncintisana.
03 Izinto Ezisimeme Ziba Yindinganiso Entsha Yemboni
Ukuzinza kwemvelo sekuyinto ebalulekile embonini yamathoyizi. Ngo-2023, imakethe yamathoyizi azinzile emhlabeni wonke yayilinganiselwa ku-USD 22.47 billion, futhi kulindeleke ukuthi ikhule ifike ku-USD 51.9 billion ngo-2030, nge-CAGR emangalisayo engu-12.7%.
Izinkampani zisabela ngenkuthalo kulo mkhuba. Isibonelo, iPop Mart yethule isithombe sokuqala emhlabeni esenziwe ngezinto ezisetshenziswe kabusha ezingama-55% ngosuku loMhlaba lwalo nyaka. Izinto zokwakha zithathwe emigqeni yokuvala uhlaka esezingeni eliphezulu futhi zithole isitifiketi ngaphansi kwe-Global Recycled Standard (GRS).
Ukugcizelela kwabazali ukuphepha kwamathoyizi kanye nobungani bemvelo kuye kwaholela kulo mkhuba. Abathengi abangaphezu kuka-60% emhlabeni wonke banesifiso sokuthenga imikhiqizo eqhubekayo, kanti imindeni eNyakatho Melika ithambekele kakhulu ekuthengeleni izingane zayo amathoyizi aphephile, angenabo ubuthi.
Ukusungula izinto ezintsha zemvelo akubonakali nje kuphela ezintweni zokwakha kodwa futhi kudlula yonke impilo yomkhiqizo. Isibonelo, i-Pop Mart inciphise inani lokupakisha ngo-29% futhi ishintshe ama-foam liners ngama-paper liners abolayo, aphinde asetshenziswe.
04 Amathuba Emakethe Yamathoyizi Anelayisensi ye-IP
Amathoyizi anelayisensi ye-IP ayaqhubeka nokukhombisa ukukhanga okukhulu emakethe. Ngo-2025, imakethe yamathoyizi ezakhiwo anelayisensi ye-IP kulindeleke ukuthi iqhubeke nokukhula okuqhubekayo, ngama-IP e-animation kanye nama-IP efilimu/ithelevishini njengezigaba eziyinhloko.
Imboni yamathoyizi asemfashinini yakhe iphethini yokuncintisana "yomdlali oyedwa olawulayo kanye nabancintisani abaningi abanamandla", futhi imikhiqizo emisha ingene ngempumelelo emikhondweni eyingqayizivele ngamasu ahlukene. Amacala aphumelelayo abonisa ukuthi inhlanganisela yemibono yokuklama eyingqayizivele kanye nama-IP athandwayo angadonsela ukunaka kwabathengi ngempumelelo.
Ngokuphathelene namaqembu abathengi, amathoyizi anelayisensi ye-IP awathandwa nje kuphela ezinganeni kodwa futhi aheha inani elikhulu labaqoqi abadala. Lokhu kukhanga kwabantu abadala kwandisa kakhulu isikhala semakethe esingaba khona, kunikeze abahlinzeki amathuba okuthengisa ahlukahlukene.
05 Umbono Wesikhathi Esizayo kanye Nezincomo Zamasu
Uma sibheka phambili, imboni yamathoyizi izohlanganisa ubuchwepheshe obusha kanye nemibono yezemvelo ngokujulile. Umklamo osebenzisa i-AI, i-R&D, kanye nokukhiqiza, kanye nokuhlanganiswa kobuchwepheshe obuningi kumathoyizi ukuze kuthuthukiswe ukusebenzisana, kuzoba yizindlela ezibalulekile.
Amabhizinisi kufanele agxile kulezi ziqondiso ezilandelayo zamasu:
- Qinisa ukuqina komkhiqizo kanye nomklamo wolwazi lomsebenzisi ukuze kuxazululwe izinkinga ezibonakala kumpendulo yabathengi.
- Beka phambili izinto zokwakha ezinobungani nemvelo kanye nezinqubo zokukhiqiza ukuze kuhlangatshezwane nesidingo esikhulayo somhlaba wonke sokuzinza.
- Qonda ukuguquguquka kwesidingo sesizini ngokuhlela imisebenzi yesitokwe kanye nokumaketha kusenesikhathi ukuze wandise amathuba okuthengisa.
- Hlola ukubambisana kwezimboni ezahlukene kanye nokubambisana kwe-IP ukuze wandise ukudalulwa komkhiqizo kanye nesabelo semakethe ngethonya lamasiko.
Kubathengisi bamathoyizi be-STEM kanye nabaphakeli bamathoyizi abanobungani nemvelo, lezi zindlela zimele amathuba amakhulu okukhula. Ngokuvumelanisa amasu omkhiqizo nezindlela zemakethe, amabhizinisi angathola inzuzo enkulu endaweni yokuncintisana ka-2025 nangale kwalokho.
Kubathengisi bamathoyizi be-STEM kanye nabaphakeli bamathoyizi abanobungani nemvelo, lesi sikhathi sokuguquka silethela amathuba amakhulu. Ngokuvumelanisa amasu omkhiqizo nesidingo semakethe, amabhizinisi awakwazi nje ukuthola inzuzo yokuncintisana kodwa futhi adala okuhlangenwe nakho komkhiqizo okuyigugu ngempela esizukulwaneni esilandelayo sabathengi.
Eminyakeni ezayo, imikhiqizo engahlanganisa ngokuphelele ukusungula izinto ezintsha, imfundo, kanye nokusimama izoba sesikhundleni esiphambili emakethe yamathoyizi omhlaba wonke.
Isikhathi sokuthunyelwe: Septhemba-23-2025
