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Jinhua’s Toy Exports
Post Time: 13/09/2018


Jinhua’s toy exports reached 10.97 bn RMB in 2017, accounting for 45.5% of the value of Zhejiang’s total toy exports, an increase of 46.4% year-on-year. Toy companies in Jinhua have established business relations with Western Europe, the Middle East, Southeast Asia, Japan, South Korea, and other countries and regions along the Belt and Road (B&R).

Xu Bo, chairman of Jinhua Toy and Juvenile Products Association, commented that most of Jinhua’s toy companies are located in Jindong District, Yongkang and Yiwu, primarily exporting DIY educational toys, toys with magnets, scooters, and self-balancing scooters. Xu believes that it is the effort of both the companies and the Association that helps the toy companies in Jinhua achieve large-scale exports. 


Emphasizing Research and Development

Jinshang Tianhua Toy Co., Ltd., primarily exporting ultra-light clay toys, was established two and a half years ago. The output value in the first half of 2018 has already exceeded that of 2017. Chen Enguang, founder of the company, said the success of the company results from its core technology. He showed an English test report of plastic toys which identifies the borax level per kilogram of product is 241 milligrams, much lower than the European standard of 300 milligrams. This is a technological feat that many of China’s enterprises haven’t achieved. It is because of such technology that the products in Chen Enguang’s company win international praise.

The DIY products of Wu Xionghui, founder of H.K Jandoon Cultural Creative Co., Ltd., sell well in Japan, the home of DIY toys, because of his company’s creative designs. In the first half of 2018, the company’s export volume tripled compared with the first half of 2017. Wu commented that creative design is the core of the vitality of companies. In the face of market changes, he believes companies should seize the opportunities to create healthy competition.  


Participating in International Exhibitions

In order to increase companies’ exports, the first step for them is to enhance their own competitiveness. In addition, participating in international exhibitions helps them explore international markets. Toy companies usually emphasize participation in various trade exhibitions. Wu Xionghui said exhibitions are ideal for companies to contact international customers and display their products. 

European and American markets are relatively mature in the toy industry. The toy companies are eager to participate in the Kind+Jugend—International Baby to Teenage Fair (Cologne) and the traditional exhibitions in the Spielwarenmesse—the Nuremberg International Toy Fair. Xu said that with the promotion of the construction of B&R, toy companies in Jinhua began to focus on exhibitions in the countries along the B&R, including Indonesia, Turkey, and Russia. This has led the companies to explore new markets.

In the first half of 2018, Jinhuas toy exports were 5.543 bn RMB, showing a steady increase year-on-year. The China (Zhejiang) Toys and Baby Products Fair, jointly hosted by the Jinhua Toy and Juvenile Products Association and others industries in Zhejiang, will be held in Hangzhou on October 26-28, 2018. Twenty toy companies in Jinhua are preparing to participate in it. (By Sun Yuanyuan Jinhua Daily, translated by Pan Yinghua, edited by Kendra Fiddler)


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