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）

近期，日本玩具专业杂志《ToyJournal》针对于日本玩具产销环境举行了一次年夜型的摸底查询拜访。小编摘取了此中的英华部门，以飨读者。

出产端：碎片化、老龄化、偏科较着

针对于出产端，本次摸底查询拜访向日本玩具协会的会员企业发送了问卷，收受接管的有用问卷数目为50家，出现出企业范围南北极分解、从业职员老龄化但不变、出产重度依靠海外代工、新品带授权比例高企等特色。

一、企业范围南北极分解。这个范围包罗了员工数及发卖额两个维度。少在50人、发卖额于10亿日元（约5000万元人平易近币）如下的企业虽然占年夜大都，但因为日本拥有万代南梦宫、多美、Epoch社、MegaHouse、世嘉玩具等跨国企业，百人以上、发卖额上百亿日元（约5亿元人平易近币）的玩企占比数目也不低，出现两头多，中间少的两级漫衍状况。

二、从业职员老龄化但不变。受老龄化影响，日本玩企的从业职员春秋遍及偏高，40岁以上的员工占比靠近七成，此中，60岁以上员工更是占了13.9%的比例。这可能及日本的终身雇佣制有关，由于本次查询拜访的玩企存续时间也很长，近九成具备10年以上汗青。

但有一点值患上必定是，于本次查询拜访中，高达64.6%的受访企业拥有女性治理层，比日本天下总体21.0%的比例（日本厚生劳动省数据）要高不少，证实女性于玩具行业中相称活跃。

三、重度依靠海外代工。仅有4.3%的受访企业的产物全是日本出产，而海外代工占总产值的平均比例高达80.9%，甚至有30.4%的企业是百分百海外代工。

代工地除了中外洋，还有有泰国、越南、印度尼西亚、菲律宾以和台湾等。但海外发卖的占比其实不高，平均比例仅为12.2%，近四成企业的产物仅于日本发卖，海外重要发卖地有：台湾、韩国、中国年夜陆、北美、欧洲、年夜洋洲、中南美洲等。

四、授权类新品比例高。日本是个动漫财产发财的国度，由此动员了授权玩具的畅旺。但其比例之高，使人惊奇：于46家重点查询拜访企业中，2022年的新品数目约有2.6万件，约有44.9%都是动漫授权玩具，而有28.9%的受访企业推出的新品中，授权玩具占比高达80% 99%，换言之，这三成的受访日本玩企于2022年依赖授权玩具而活。只有约一成的受访企业新品是彻底不触及授权玩具。

∆宝可梦Pokepeace小屋系列（图源TAKARATOMY-多美官方网站）

发卖端：综合化、资源不均

针对于发卖端，本次摸底查询拜访重要集中于线下渠道。重要出现两年夜特色：一是愈来愈多渠道引入玩具卖场，于拓宽了玩具发卖渠道面的同时，压缩了玩具专卖店的保存空间，令其数目锐减；二是线下玩具店漫衍极其不均，被线上蚕食了不少空间。

一、业态多样化。这个变化的利益是，玩具渠道面被年夜年夜拓宽了。好比引入年夜量拼图、益智玩具的书店，引入玩具发卖专区的电度量贩店等于玩具零售范畴的存于感愈来愈较着。还有有“百元均一”的扣头店等。

是以，天下触及玩具发卖的零售网点高达8052家，比上一次摸底查询拜访增长了1306家。但不幸的是，玩具专卖店却仅剩1058家，同比削减了107家， 及2005年的查询拜访比拟，甚至削减了近2000家。

二、线下玩具店资源不均。本次摸查发明，线下玩具零售门店漫衍有着较着的地区差距，35%集中于东京（732家）、年夜阪（679家）、爱知（554家）、神奈川（469家）、埼玉（432家）这些发财的都市圈。

与之相对于的，有20个县（相称在中国的省）境内卖玩具的店肆不满100家；甚至有5个县只有不满50家卖玩具的店肆（鸟取县：39家；山梨县、福井县、岛根县：均是47家；佐贺县：49家）。这些地域的玩具消费需求只能转移到线上。

于日本，每一千名儿童所拥有的店肆数目实在其实不高，天下平均程度仅有0.56家。数目最高的是喷鼻川县，也仅有0.91家，连一家的程度都没到达，最低的是宫崎县，为0.39家。而拥有玩具店总数至多的东京都，平均下来每一千名日本儿童所拥有的也是只有0.47家。

∆Spinpeas系列食玩（图源万代南梦宫中国官方微博）

如许的查询拜访成果，是否冲破了你对于日本玩具市场的认知呢？

来历：《中外玩具制造》杂志；编译：张芷盈

本文数据来历《ToyJournal》

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]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004067s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004020s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004089s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004028s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004003s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004148s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003967s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004127s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003980s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004092s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004740s ]SELECT * FROM `ta_article` WHERE `id` = 171 LIMIT 1 [ RunTime:0.004250s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004088s 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