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

2023年，我国传统玩具出口于履历持续多年增加后呈现下跌。纵不雅整年，除了了三、4月呈现增加外，5-12月持续8个月同比下滑；泰西等传统市场年夜幅下跌致使整年出口总额降落。只管云云，新兴市场的增加为玩具厂商带来了新的机缘。

01持续8个月降落

海关总署数据显示，2023年中国玩具（税则号9503项下产物，游戏机等未计较于内）的出口额为405.70亿美元，同比降落了12.2%。若以人平易近币计价，产物出口总额为2858.3亿元，同比降落了7.4%。

数据来历：海关总署

从月份的角度阐发，2023年仅有两个月实现了同比增加。3月份同比增加37.99%，4月同比增加7.14%。然而，从5月份最先，持续8个月都呈现了同比下滑的环境。

数据来历：海关总署

只管四序度同比降幅有所收窄，但重要缘故原由是去年四序度出口基数较低。值患上留意的是，2023年12月份，出口同比降幅收窄至1.18%，这注解自2022年四序度最先的玩具出口疲软状况可能行将进入平稳新阶段。

从产物种别的角度来看，2023年传统玩具（9503）7个细分类目仅有2个是增加的。童车及智力玩具等功效性较强的品类体现强势。9503类目下的玩偶车（95030010）增幅为5.61%，而8715类目下婴孩车（87150000）的增加也进一步左证了童车的强势。各种智力玩具（95030060）因为具有开导孩童智力的功效，体现也很亮眼，增幅为7.01%。

数据来历：海关总署

然而，各种通例玩具整体体现疲软。例如，占比最年夜的未定名玩具和模子（95030089）的降幅到达了11.32%，而玩偶（95030029）的降幅也较年夜，同比下滑了11.26%。

02传统区域疲软 新兴市场突起

2023年，各年夜阐发均指出泰西等传统玩具入口国的消费疲软，致使中国玩具出口最先下滑；同时，新兴国度的定单增长。数据也证实了这一点。

数据来历：海关总署

2023年中国对于北美洲及欧洲等地的出口降幅最年夜，别离降落15.43%及8.69%，这是致使中国玩具出口总体降落的重要缘故原由。此前，北美及欧洲盘踞了中国玩具出口的50%以上，但2023年这一比例已经经降落到48%。这也注解，玩具厂商于出口方面要实现增加，面对了寻觅新市场及发卖渠道的机缘与挑战。

非洲地域的需求体现旺盛，是6年夜区域中独一实现出口增加的地域。然而，其占比仍旧较低，仅有2.6%。别的，年夜洋洲及拉丁美洲的出口微降，变化其实不较着。

于亚洲，虽然总体出现下滑趋向，但内部呈现了较年夜的分解。占比力高的日本、韩国及越南都录患上两位数的降幅，整个亚洲区域的降落幅度仅为2.47%。这重要是因为对于俄罗斯、新加坡及哈萨克斯坦等国度的玩具出口增加较为强势。

本年外贸难的体感重要来历在头部国度的市场疲软。美国作为中国最年夜的玩具出口国，2023年玩具出口额降落了15.32%；日本、英国也都有跨越10%的降落；于2023年中国出口玩具的前10名国度中，仅有俄罗斯实现了增加。

数据来历：海关总署

从范围上看，2023年中国对于其出口玩具10亿以上的国度和地域有42个，此中仅有12家的出口额是增加的，占比仅为28.57%。然而，于腰部国度（对于其出口额于1-10亿），出口额增加的占比到达了56.14%。此外，尾部国度的需求也于增长，出口额增加的占比到达了65.49%。

数据来历：海关总署

一带一起发起的推进，使患上相干国度及地域呈现较强的时机。聚焦到出口额跨越10亿人平易近币的国度和地域，仍于增加的有香港、新加坡、泰国、土耳其、哈萨克斯坦、波兰、吉尔吉斯斯坦、罗马尼亚、希腊、秘鲁、俄罗斯及巴西。除了巴西外，均为一带一起共建方。此中新加坡、哈萨克斯坦、吉尔吉斯斯坦等国度增加率较高，别离为39.63%、79.41%、94.66%。

03定单变碎片与本土化突围

以上数据也与厂商们的反应基本一致，2023年泰西客商的定单较少，新兴国度定单多而散。

现实上，泰西定单的削减不仅源在总体消费疲软，Temu等跨界电商的打击也是很年夜的影响因素。王师长教师是一家B2B跨境电商的员工，他告诉记者，去年外贸难做的缘故原由不仅是需求降落，Temu的挤压也是主要缘故原由。“公司的亚马逊客户上个月还有跟我说但愿圣诞能多卖点，但下个月就决议关店清仓”。

另外一方面，虽然新兴市场的客户数目于增长，但其定单范围今朝仍没法与泰西市场相匹配。这不仅是由于市场问题，还有由于相干产物于本地市场还没有获得充实验证。这也是去年定单延续碎片化的缘故原由之一。很多企业也最先意想到新兴市场的机缘，但要将产物打入这些分离而各具特色的市场，仍面对着必然挑战。因为这些市场的本乡俗俗、偏好各不不异，企业需要将产物举行本土化革新，以更好地顺应市场需求。如东南亚等地域，华人群体较多，产物的革新成真相对于较小，结构这些区域，性价比很高。2023年中国对于新加坡的玩具出话柄现了40%的增加，也显示了这些地域巨年夜的市场潜力。

综上所述，存眷新兴市场并实行本土化革新计谋对于在玩企于将来的成长至关主要。经由过程深切相识市场需求、调解产物计谋及增强市场营销，是出口玩企于新期间下必需具有的意识及步履。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Win/Salas

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CONNECT:[ UseTime:0.006455s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004347s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003906s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004421s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003836s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003807s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004444s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003769s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004170s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003661s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004111s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003696s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003690s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003710s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003708s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003702s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003720s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003712s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003612s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003753s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003640s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003741s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003597s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003669s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004126s ]SELECT * FROM `ta_article` WHERE `id` = 266 LIMIT 1 [ RunTime:0.005757s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003735s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003754s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004074s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003639s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003658s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003728s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003718s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003687s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003669s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003634s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003780s 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1 [ RunTime:0.003714s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003785s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003733s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004289s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003661s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003654s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003669s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003649s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003647s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003690s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003654s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003632s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004229s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003672s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003651s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003650s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003676s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003666s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003681s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003642s ]SELECT 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