第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

弁言

于泰西国度玩具消费受通货膨胀等影响精神萎顿之际，“一带一起”国度特别是亚洲市场的玩具商业连续于增加。广东作为世界最年夜玩具出产及出口基地，2022年受疫情及经济下行等影响，对于欧洲玩具出口金额同比降落1.46%，但对于东盟10国出口年夜幅增加60.66%，达126.97亿元人平易近币。

2023年前三季度，我国玩具对于泰西两年夜市场出口金额均为负增加，但对于RCEP成员特别是东友邦家连结了优良的上升态势。于如许的市场趋势下，怎样进一步掘客“一带一起”新兴玩具消费市场像东友邦家的潜力，值患上企业思量。

01RCEP市场极具潜力

RCEP成员国包罗东盟10国即印度尼西亚、马来西亚、菲律宾、泰国、新加坡、文莱、柬埔寨、老挝、缅甸、越南，以和中国、日本、韩国、Australia及新西兰等5国。对于在过往产物持久依靠泰西市场的企业来讲，踊跃拓展RCEP成员国市场，将来上升空间好像更年夜，特别是东友邦家市场。

▌起首是人口基数年夜消费潜力足。东盟是世界上人口较浓厚的地域之一，亚洲玩具及婴童用品六年夜潜力市场：新加坡、马来西亚、印度尼西亚、泰国、菲律宾及越南，于2022年统计已经有1.75亿14岁如下的儿童，约占人口的27%，儿童用品采办力匡算达3.5万亿美元。东友邦家家庭平均每一户养育2名和以上儿童，人口平均春秋中位数低在40岁。人口年青、采办力旺盛，于是这地域的儿童玩具消费需求广漠。

▌二是经济及玩具消费意愿不停上升。2023年7月，东盟秘书处发布第13期《东盟经济一体化传递》说， 2022年东盟GDP同比增加5.7%，2023年只管面对连续通胀、金融收缩及全世界商业疲软等多项挑战，但于强盛的基本面支撑下经济连结强势增加，估计增加4.7%。经济的增加将有力撑持文化文娱消费，加上东盟一些国度是英语国度，西方节日文化气氛稠密，平易近众热中在举办各类各样的派对于，不管是恋人节、万圣节、圣诞节等节日，还有是生日、卒业仪式以致是收到登科书的日子，往往城市用年夜巨细小的派对于举行欢庆，于是玩具等派对于用品市场需求很年夜。

除了此之外，患上益在互联网TikTok等社交媒体的流传，潮玩产物诸如盲盒玩具等，于RCEP成员国中也很受消费者青睐，知名潮玩企业泡泡玛特2023年三季度陈诉说，该公司于泰国首店开业爆红，首日发卖额跨越200万元，创下全世界门店单日发卖额纪录。

02重点市场概况

细心研究各方资料，东盟如下国度玩具市场的消费潜力相对于较年夜。

▌新加坡：新加坡人口虽然只有564万，倒是东盟成员国里的经济发财体国度，市平易近消费能力较强，玩具客单价相对于亚洲列国较高，消费者采办玩具十分看重商品的品牌以和IP属性。新加坡住民环保意识较强，绿色环保玩具包括由塑料瓶及纸板等再生质料制成的玩具，以和由竹子及有机棉等可连续质料制成的玩具，即便售价相对于较高，但产物只要宣传恰当也颇有市场。

▌印度尼西亚：该国事世界第四年夜人口国度，人口2.76亿，14岁如下人口占总量26%，约7千余万人，平均每一个家庭养育两个小孩的生养率，加之经济快速增加及中等收入家庭数目连续增长，令婴儿玩具市场需求潜力巨年夜。有阐发称，5年内印度尼西亚将成为亚太地域传统玩具及游戏发卖增加最快的市场。

▌越南：越南人口9818万，很可能是第15个踏入 “亿级人口俱乐部”的国度。按越南统计局统计， 2022年越南生养率为每一名主妇有2.01个子女；人口平均春秋33岁，73%的人口于35岁如下，30%家庭育有1~2个孩子，年青群体消费能力以和对于在新事物接管能力较强。跟着怙恃愈来愈器重孩子教诲，越南的益智玩具需求量很年夜，编码、呆板人技能及其他STEM技术的玩具尤其受接待。

▌泰国：泰国事东南亚仅次在印度尼西亚的第二年夜经济体，总人口2022年统计为7169万，经济被列为 “亚洲四小虎”之一。按某知名电商平台数据，最近几年泰国玩具市场需求快速增加，2022年，该平台玩具类目的市场销量对于比上年增加超200%，而于泰国增加跨越300%。此中，户外玩具、婴儿玩具、派对于用品、毛绒玩具以和电子及遥控类是泰国市场发卖的热点玩具。

▌菲律宾：菲律宾是东南亚第二年夜人口国，数目达1.12亿，菲律宾人口增长较快，增加率为1.35%，平均每一名主妇会生养3个以上的孩子。某知名电商平台发布研究数据称，于菲律宾，早教类玩具如进修机、少儿积木等玩具，于开学季及假期时期的产物发卖往往会呈现年夜增加。

03需要思量的工作

RCEP国度玩具市场潜力虽然巨年夜，但同业竞争也不少。中国玩具品牌进入RCEP市场较为快捷的方式，除了了广交会、深圳国际玩具展、中国香港玩具展客商采购等传统渠道外，经由过程电商平台、或者者经由过程跨境电商、直播带货等新业态，以价廉物美为矛直接撬开市场，也是一个选择，并且渠道成真相对于较低，成效也不错。现实上，最近几年跨境电商跳跃式成长，已经跃升为中国玩具出口主力军之一。有电商平台的陈诉称， 2022年该平台东南亚市场玩具发卖额有成倍的增加。

别的，掌握机会也很主要，RCEP成员国玩具发卖的旺季，年夜多从11月才最先，由于从11月起万圣节、感恩节、圣诞节、跨年等相继所致，以庞大节日为主的季候性促销，是实现产物热销创造爆单的捷径，对于在专门从事电商的企业来讲，经由过程“基本热卖单品+节日元素”的要领来选择相干玩具品类，乐成率会更年夜。

▍来历：《中外玩具制造》杂志，有删省 作者：梁坤

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CONNECT:[ UseTime:0.007295s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005125s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004541s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004877s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004391s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004380s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004943s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004373s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004944s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004303s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004846s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004346s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004347s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004311s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004363s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004344s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004340s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004276s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004291s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004407s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004288s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004401s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004263s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004342s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004866s ]SELECT * FROM `ta_article` WHERE `id` = 287 LIMIT 1 [ RunTime:0.006825s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004398s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004395s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004656s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004259s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004279s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004410s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004387s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004375s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004252s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004321s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004276s 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