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

从宏不雅看，我国本年的外贸运行处在稳中有进的态势。但玩具行业的外贸出口好像却不如人意。海关数据显示，本年1—10月，我国玩具出口总额为2413.5亿元（人平易近币，下同），同比下滑7.0%。此中，10月玩具出口额为254.8亿元，同比下滑了11.2%——自5月以来，我国玩具已经经持续6个月单月出口额负增加。

134届广交会上，来改过兴市场的客户较多

▍来历：中外玩具网（ctoy-gdta）文/编纂：Iris/Salas

01成熟市场OR新兴市场？

广东是中国玩具最年夜出产和出口基地。广州海关提供数据显示，本年前三季度，广东省对于美国出口的玩具和童车（编码8712004一、8712008一、87150000、94012090和9503序列，下同）总额为329.36亿元，同比下滑16.77%；对于欧洲的英国、德国、法国、意年夜利、丹麦、比利时、卢森堡、荷兰、希腊、西班牙、瑞典、瑞士等国度出口额有0.44%到60%多不等的降幅。

同时，广东省1-9月对于俄罗斯出口的玩具和童车总额为22.2亿元，同比增加49.47%；东南亚11国中，只有对于越南、缅甸出口额下滑，其余9国均为上涨；还有有对于埃和、摩洛哥、巴勒斯坦、加纳、利比亚、尼日利亚、玻利维亚、巴西、哥斯达黎加、巴拉圭、委内瑞拉等中东、非洲、南美洲的国度及地域也都实现了出口额的增加。

只管泰西是玩具的成熟市场，但不管是海关数据还有是厂商接单环境都注解，来自泰西市场的定单量于下滑，前来海内采购的泰西客商于削减；定单量增加较为较着的则是东南亚、中东、非洲、南美洲等新兴市场，新客户也多来自这些地域。

“此次欢迎的客户中，俄罗斯、东南亚、非洲、南美洲等国度及地域的客户比力多，泰西客户相对于要少些。”济南爱动动漫科技有限公司（下称“爱动动漫”）相干卖力人李宏飞向中外玩具全媒体中央记者先容了其到场第134届广交会欢迎客户的环境。

河北雄安滨正进出口有限公司（下称“滨正玩具”）主营毛绒玩具，出口营业占总事迹的比例有70%。公司卖力人提到：“觉得公司本年出口还有不错，事迹有增加。咱们是泰西客户比力多，但本年新开发了南美洲等新市场。”据先容，因为以前渠道没有买通，企业南美洲的定单比力少。此刻渠道逐步流通后，滨正玩具互助的客户有来自智利、巴西等国度的。别的，墨西哥的客户比力多，定单量还有挺年夜。

还有有深耕泰西市场的汕头市速博玩具备限公司，因产物于俄罗斯市场发卖比力好，尤其推出了俄语版BG1533绝技呆板狗、俄语版BG1538智能语音呆板人等产物。

速博玩具推出俄语版智能玩具

对于在新兴市场客商增多的环境，厂商认为有必然的“一带一起”政策的影响。海关总署数据显示，前10个月，我国商业进出口总值为34.32万亿元，此中对于共建“一带一起”国度合计进出口15.96万亿元，占比达46.5%。10月中旬举办的第三届“一带一起”国际互助岑岭论坛上，我国还有宣布了撑持高质量共建“一带一起”的八项步履。可见，国度的政策盈余将来依旧是向新兴市场歪斜。

02传统商业OR跨境电商？

对于在玩具的出口方式，绝年夜大都玩企都因此传统商业为主，线下展会是企业拓展客户的主要路子。而跨境电商于履历了发作式增加、负面新闻缠死后，热度极速滑落，再次不被看好。事实上，有许多深耕跨境电商的企业于该渠道依然受益不浅。

“爱动动漫一直有做出口，但广交会是第一次到场。”李宏飞先容说，此次来到场广交会，一方面是有些老客户会前来不雅展，但愿跟客户见晤面，并且他们确凿于展会上碰到了10年前互助过的客户；另外一方面则是但愿开发些新客户。爱动动漫的客户重要来自日本、韩国、美国、德国、印度尼西亚、俄罗斯等国度。此次到场广交会后，发明有许多新兴市场客户，也想试着拓展这些市场。

“外贸企业做动漫玩具的是少数，做原创动漫玩具的就更少了，是以爱动动漫的产物从质量到可玩性等各方面，都比力能得到客户信托及承认。如公司10月推出的迪士尼正版授权的绒豆豆DIY玩具，很是受马来西亚客户的喜爱。还有有轨道车系列产物，客户也很感兴致。”李宏飞说，公司的产物遭到列国采购商的存眷，许多客户都拿走了样品，并留下接洽方式，以便后续商谈互助。

爱动动漫的迪士尼正版授权绒豆豆DIY玩具

疫情政策优化后，玩企城市踊跃到场线下展会，寻觅拓客时机。滨正玩具的外贸出口是从线上渠道最先的。据先容，该公司其时于跨境电商打造了爆款毛绒玩具，乐成助力企业打开了外贸市场。“线上有了基础后，公司逐步地最先到场线下展会，如广交会也是本年上半年才最先到场。到场展会可以跟许多老客户晤面，比起网上联结要更直接、更亲切。同时，还有能拓展新客户。”

东莞市享益启玩实业有限公司（下称“享益启玩”）主营木制、纸制等拼装玩具。公司CEO裴彦卿告诉记者，本年是公司建立的第8年，而直到2021年之前，享益启玩98%的产物都是外销的。“公司拥有近20人的研发团队，可以或许为客户提供OEM、ODM的办事。此刻，全世界于奉行环保理念，咱们的产物是采用木头、纸张作为原质料，可以或许满意海外环保需求。”

于办事客户之余，享益启玩也最先打造自立品牌，但并不是首选内销，而是经由过程跨境电商平台发卖。裴彦卿暗示，跨境电商平台是直接对于C端，消费者的反馈可以或许比力快地通报到公司、通报给设计团队，更便在他们和时改良产物。

享益启玩的木制拼装玩具

浙江嫩芽教具备限公司主营木制教诲玩具，产物大都是小盒尺寸包装。据公司项目司理杨金海先容，他们跨境电商客户比力多，小包装可以利便客户运输、节省运费。“亚马逊的需求量、深圳客户的反馈都显示，选择木制玩具的客户于增长。公司定单量有较着的增加，好比去年只卖了一两万套的产物，本年已经经卖了七八万套了，都是深圳跨境电商客户定货的。”

03乐不雅踊跃OR审慎守旧？

2023年只剩下不到50天，要说于这么短的时间里，玩具外贸市场能有发作式的增加不太实际。可以说，本年天下玩具出口负增加已经成定局，而玩企的外贸事迹一定是几家欢乐几家愁。但下半年的外贸行情比拟上半年要轻微好些，也算是给了行业一些鼓动勉励及但愿。

登山过坎，要害于提振决定信念。于不太抱负的年夜情况下，厂商城市越发审慎，但同时也会以相对于踊跃的心态期待来年的市场。

“从到场广交会现场的环境看，客户比力审慎，对于价格比力敏感，报价高基本就不思量，但是报价过低，又降低咱们品牌形象。固然，咱们也理解，究竟客户不单单是要选购产物，还有要思量货柜、运输等方面的现实环境。”李宏飞暗示，企业要做的就是努力去做好本身，做好的产物。爱动动漫此后也还有是会将研发重点聚焦于各类创意立异的DIY玩具方面。

爱动动漫打造的食物主体DIY玩具

享益启玩最近几年一直于举行立异进级，努力打造合适方针市场客户的产物。如针对于日本市场，联合IP以和消费者对于产物品质、邃密化等方面的需求，推出高达、海贼王等主题产物。“企业要摸索更多门路去保存，要加强企业的竞争力、保存能力。”裴彦卿暗示，以他们到场Mega Show、广交会的环境来看，海外采购商也都于寻觅新时机。现阶段，各人都于等候终真个消费可以或许复苏，由于有需求，供给链才能变患上更好。

享益启玩的IP主题产物

▍来历：中外玩具网（ctoy-gdta）文/编纂：Iris/Salas

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CONNECT:[ UseTime:0.006688s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004682s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003894s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004257s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003841s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003921s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004574s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003789s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004375s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003725s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004242s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003812s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003734s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003816s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003696s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003741s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003730s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003809s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003697s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003843s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003693s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003822s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003676s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003795s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004235s ]SELECT * FROM `ta_article` WHERE `id` = 212 LIMIT 1 [ RunTime:0.007709s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003856s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003759s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004161s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003802s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003732s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003715s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003867s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003787s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003734s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003728s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003769s 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1 [ RunTime:0.003715s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003828s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003764s ]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:0.004211s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003732s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003701s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003748s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003739s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003681s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003655s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003658s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003715s ]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:0.004213s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003751s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003675s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003687s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003668s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003694s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003671s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003699s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004222s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003736s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003669s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003694s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004127s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003806s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004124s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003739s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003719s ]-必一运动官网