I-JAKARTA, Okthoba. [XX] — Kubakhiqizi bamathoyizi bomhlaba wonke asebegxile kakhulu ezimakethe ezivuthiwe njengeYurophu neNyakatho Melika, ithuba elisha liyavela eNingizimu-mpumalanga ye-Asia. Iqhutshwa yisakhiwo sabantu abasebasha, amandla okuthenga aphakathi nendawo akhulayo, kanye nokungena kwezentengiselwano ze-e-commerce okukhulayo, imakethe yamathoyizi yesifunda ivele “njengolwandle oluhlaza okwesibhakabhaka” lwabathumeli bangaphandle—kanye namabhizinisi aseShayina ahola phambili ngamasu okwakha indawo aklanyelwe wona, ikakhulukazi ukubambisana kwe-IP yamasiko. Idatha yakamuva yemboni ikhombisa ukuthi usayizi wemakethe yamathoyizi yaseNingizimu-mpumalanga ye-Asia kulindeleke ukuthi ufinyelele ku-$15.2 billion ngo-2028, ukhula ngesilinganiso sonyaka esihlanganisiwe (CAGR) esingu-7.3% kusukela ngo-2023, udlula isilinganiso somhlaba wonke esingu-4.1%, ngokusho kwe-Euromonitor International.
I-Demographic Dividend: Ukwanda Kwenani Labantwana Kukhulisa Isidingo
Isisekelo sokukhula kwemakethe yamathoyizi eNingizimu-mpumalanga ye-Asia kunenzuzo yayo yabantu—inani elikhulu nelikhulayo lezingane. I-Association of Southeast Asian Nations (ASEAN) inabantu abangaphezu kwezigidi ezingu-670, kanti abangaphezu kuka-30% bangaphansi kweminyaka engu-15, ngokusho kwe-United Nations Population Division. Amazwe afana ne-Indonesia, iPhilippines, neVietnam avelele njengezinjini zokukhula ezibalulekile.
I-Indonesia, izwe elinabantu abaningi kakhulu e-ASEAN, iyikhaya lezingane eziyizigidi ezingu-82 ezingaphansi kweminyaka engu-15—okulingana nenani labantu baseJalimane lonke. “EJakarta naseSurabaya, sibone ukwanda okungu-12% ngonyaka kokuthengiswa kwamathoyizi kwezingane ezineminyaka engu-3-10, okubangelwa amathoyizi endabuko kanye nemikhiqizo yemfundo,” kusho uMaria Tan, umhlaziyi wezitolo epulatifomu ehamba phambili ye-e-commerce e-Indonesia iShopee. IPhilippines, eneminyaka ephakathi kwengu-25.7 (engomunye wabancane kunabo bonke e-Asia), ibika ukuthambekela okufanayo: inhlolovo ka-2023 yi-Philippine Toy Association ithole ukuthi u-68% wemindeni wandise ukusetshenziswa kwemali kumathoyizi eminyakeni emibili edlule, abazali bebeka phambili izinto ezihlanganisa ubumnandi nokufunda.
Okwamanje, iVietnam ibone ukwanda kwezingane eminyakeni yamuva nje, njengoba inani lezingane ezingaphansi kweminyaka eyi-12 lifinyelela ezigidini eziyi-18 ngo-2023. “Abazali baseVietnam, ikakhulukazi ezindaweni zasemadolobheni njengeHo Chi Minh City neHanoi, bazimisele kakhulu ukutshala imali kumathoyizi asezingeni eliphezulu asekela ukuthuthukiswa kwezingane zakuqala,” kuchaza uTran Minh Duc, i-CEO yomsabalalisi wamathoyizi aseHanoi iKidsLand Vietnam. “Lokhu kushintsha kusuka 'ezintweni zokudlala eziyisisekelo' kuya 'kumathoyizi okufundisa' kudala igebe elikhulu elingagcwaliswa ngabathumeli bangaphandle.”
Amandla Okuthenga Akhulayo: Isigaba Esiphakathi Siqhuba Ukwanda Kwemakethe
Izibalo zabantu zodwa aziqinisekisi ukukhula—ukwanda kwemali engenayo engasetshenziswa kuguqule isidingo esingaba khona saba ukuthengisa kwangempela. Isigaba esiphakathi saseNingizimu-mpumalanga ye-Asia kulindeleke ukuthi sifinyelele kubantu abayizigidi ezingu-334 ngo-2030, sisuka ezigidini ezingu-190 ngo-2020, ngokusho kweBhange Lomhlaba. Leli qembu, elichazwa njengemindeni ethola \(10-\)100 ngosuku, lishintsha amaphethini okusetshenziswa, okuhlanganisa namathoyizi.
EMalaysia, lapho isigaba esiphakathi sibala khona u-45% wabantu, ukusetshenziswa kwamathoyizi ngomuntu ngamunye kufinyelele ku-\(38 ngo-2023—okuphindwe kathathu ngesibalo ngo-2015, kusho idatha evela kwi-Malaysian Toy Manufacturers Association. “Abazali lapha manje bafuna amathoyizi anophawu, njengalawo avela ku-LEGO noma e-Hasbro, kodwa futhi bayayithanda imikhiqizo ebonisa isiko lendawo,” kusho uLim Mei Ling, umthengi wamathoyizi e-AEON Mall yaseMalaysia. ISingapore, nakuba incane, iyimakethe enenani eliphezulu: ukusetshenziswa kwamathoyizi ngomuntu ngamunye kuthinteke kakhulu.
\)85 ngo-2023, okuyisilinganiso esiphezulu eNingizimu-mpumalanga ye-Asia, ngamathoyizi emfundo aphezulu kanye nezinto eziqoqwayo eziqhuba ukuthengisa.
Ukuhweba nge-inthanethi kukhulise lokhu kukhula. Amapulatifomu afana neShopee, iLazada, kanye neTikTok Shop manje aqukethe u-45% wokuthengiswa kwamathoyizi eNingizimu-mpumalanga ye-Asia, kusuka ku-22% ngo-2019, ngokusho kombiko weMomentum Works. “Ngesikhathi somcimbi wethu wokuthengisa we-11.11 ngonyaka odlule, ukuthengiswa kwamathoyizi eShopee Indonesia kukhuphuke ngo-210% uma kuqhathaniswa nonyaka odlule,” kusho uTan. “Abazali manje sebengafinyelela kalula amathoyizi avela kumikhiqizo yamazwe ngamazwe eyayitholakala kuphela ezitolo ezinkulu zasemadolobheni.”
Amabhizinisi aseShayina: Ukunqoba Imakethe Ngokusebenzisa Indawo
Abathumeli bamathoyizi baseShayina, abadlali abakhulu embonini yomhlaba wonke, basebenzisa amandla abo okukhiqiza kanye nokushesha ukuze babambe ulwandle oluluhlaza lwaseNingizimu-mpumalanga ye-Asia—ukwenza kube yindawo njengesu labo eliyinhloko. Ngokungafani nezindlela zokuqala zokuthumela imikhiqizo ejwayelekile, izinkampani zaseShayina manje sezihlela imiklamo ngokwesiko lendawo, ngokubambisana kwe-IP yamasiko kuvela njengoshintsho olukhulu.
I-Alpha Group eseShenzhen, inkampani ehamba phambili yokwenza amathoyizi yaseShayina, inikeza isibonelo esihle. Ngo-2022, i-Alpha yabambisana nochungechunge oludumile lwe-animated lwaseMalaysia i-Upin & Ipin—olulandela izigigaba zamawele amabili amancane—ukwethula uchungechunge lwamathoyizi athambile, izithombe zesenzo, kanye nemidlalo yemfundo. Ukubambisana kwaba yimpumelelo ngokushesha: zingakapheli izinyanga eziyisithupha, ukuthengiswa kwamathoyizi anophawu lwe-Upin & Ipin kwafinyelela ku-$4.2 million eMalaysia, okwenza u-18% wemali engenayo ye-Alpha eNingizimu-mpumalanga ye-Asia ngalowo nyaka. “Saqaphela ukuthi ama-IP asekelwe emasikweni endawo athinta kakhulu abantu abavamile emhlabeni wonke,” kusho uZhang Wei, umphathi wesifunda sase-Alpha Group eNingizimu-mpumalanga ye-Asia. “I-Upin & Ipin ithandwa cishe yiwo wonke umntwana waseMalaysia, ngakho ukuhlanganisa isithombe sabo namathoyizi ethu asezingeni eliphezulu kwakufanelana ngokwemvelo.”
Enye inkampani yaseShayina, i-Auldey Toys eseGuangzhou, igxile eVietnam. Ngo-2023, i-Auldey yasebenzisana nesiteshi sethelevishini sezingane saseVietnam i-VTV7 ukuze badale umugqa wamathoyizi osekelwe ku-Chú Chó Đen (Black Dog), umlingiswa wekhathuni wendawo othandwayo. Lo mugqa uhlanganisa amabhlogo okwakha, amaphazili, nezimoto ezilawulwa kude, konke okunoboya obumnyama obudumile bukaChú Chó Đen kanye nokubukeka okujabulisayo. “Phakathi nezinyanga ezintathu zokwethulwa, sithengise amayunithi angaphezu kuka-100,000 eVietnam,” kusho uLi Jia, umqondisi wemakethe yaseVietnam e-Auldey. “Siphinde salungisa osayizi bamathoyizi nezinto zokwakha ukuze kufanelane nezintandokazi zendawo—isibonelo, sisebenzisa ipulasitiki eqinile ukuze imelane nokudlala okunzima, okuyinto abazali baseVietnam abayazisayo.”
Ngaphandle kokubambisana kwe-IP, amabhizinisi aseShayina nawo ahlela imisebenzi yomkhiqizo kanye namanani endaweni. Isibonelo, abenzi bamathoyizi abaningi baseShayina manje bakhiqiza amathoyizi emfundo angabizi (amanani aphakathi kuka-5-20) emindenini ekhulayo yesigaba esiphakathi e-Indonesia nasePhilippines, lapho ukuzwela kwentengo kuhlala kuphezulu khona. Ezinye izinkampani sezize zasungula amaqembu okuklama endawo: I-Haier Toys, inkampani engaphansi kwe-Haier Group yaseShayina, yavula isikhungo sokuklama eBangkok ngo-2022 ukudala amathoyizi abonisa isiko laseThai—njengonodoli abagqoke izingubo zendabuko ze-chut thai kanye nemidlalo yebhodi esekelwe ezindabeni zabantu baseThai.
Umbono: Amathuba Nezinselele Ezizayo
Nakuba imakethe yamathoyizi yaseNingizimu-mpumalanga ye-Asia inesithembiso esikhulu, kusenezinselelo. Ukuncintisana kwendawo kuyaqina: eThailand, isibonelo, imikhiqizo yasekhaya efana ne-Toy Place ibambe u-30% wemakethe ngokunikeza imikhiqizo engabizi kakhulu, ehlobene namasiko. Kukhona nezithiyo zomthetho, njengentela yokungenisa yase-Indonesia kumathoyizi aqediwe (kufika ku-15%) kanye nezindinganiso zokuphepha eziqinile zaseVietnam zemikhiqizo yezingane.
Noma kunjalo, ochwepheshe bemboni basalokhu benethemba. “Imakethe yamathoyizi yaseNingizimu-mpumalanga ye-Asia isesesigabeni sayo sokuqala—kunendawo eningi yokukhula, ikakhulukazi njengoba ukufudukela emadolobheni kanye nokungena kwedijithali kukhula,” kusho uSarah Lee, umhlaziyi omkhulu kwa-Euromonitor International. “Kumabhizinisi aseShayina, isihluthulelo sempumelelo yesikhathi eside sizoqhubeka nokubeka phambili ukwenziwa kwendawo, hhayi nje kuphela ekwakhiweni kodwa nasekusabalaliseni nasekukhangiseni. Labo abangakha ukwethembana nabathengi bendawo ngokusebenzisa ukugqama kwamasiko kanye nekhwalithi bazowina.”
Njengoba izingane zalesi sifunda zikhula futhi isigaba saso esiphakathi sikhula, isimo saseNingizimu-mpumalanga ye-Asia njengendawo yokuthumela amathoyizi emhlabeni wonke kulindeleke ukuthi siqine—sihlinzeka ngesahluko esisha sokukhula kwabakhiqizi abazimisele ukuzivumelanisa nezidingo zabo ezihlukile.
Isikhathi sokuthunyelwe: Septhemba 18-2025
