China is a big toy exporting country. About 75% of the world's toys are produced in China. The development of the domestic toy market is affected to some extent by the global toy industry. From the perspective of global market size, the growth rate of the toy industry has slowed down due to factors such as currency depreciation and economic downturn, maintaining a growth rate of 2%-4%. Specifically, the mature toy markets in North America and Western Europe are highly saturated. The growth rate is slow, and the growth rate is lower than the average level. The emerging toy markets such as Asia-Pacific and Eastern Europe are growing faster under the factors of increasing residents' income and toy consumption expenditure, and gradually become the main driving force for the growth of the toy industry.
With the development of the global toy market, China's toy exports have also increased steadily. In 2017, China's toy exports reached US$23.9 billion, up 28% year-on-year. It is an important toy exporter in the world; while domestic toy exports are mainly concentrated in Guangdong and Zhejiang. The five provinces and cities of Jiangsu, Shanghai and Fujian, of which Guangdong Province accounted for 67.39% of exports, is the province with the largest domestic toy exports. Overall, due to the slowdown in the growth of external demand market, rising domestic production costs, changes in the RMB exchange rate, etc., and China's toy exports are mainly OEM OEMs, the added value of products is low, subject to upstream brands, designers, downstream channels. The impact of the terminal is obvious, and the domestic toy export market is facing a lot of pressure. However, at this stage, China's toy export growth rate is significantly faster than the global toy market growth rate. The demand for domestic toys in the foreign market continues to increase. The accumulated production capacity and market in the early stage will help the toy export business continue to increase pressure.