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）

于本年春交会的采访中，《中外玩具制造》杂志记者相识到，已经经有乌克兰客户入境不雅展并向海内玩企下了意向定单。这忍不住使人好奇，“国际头条”常客乌克兰的玩具业毕竟是个甚么状态？

已往：增加平稳 潜力可期

被誉为“欧洲之门”及“欧洲粮仓”的乌克兰，也曾经是个潜力国度。

人口基础优良。按照乌克兰玩具协会的数据，2019年乌克兰玩具买家群体重要集中于20~35岁的年青怙恃人群（约830万，占天下总人口的19.9%）及45~55岁的祖怙恃人群（约570万人，占天下总人口的13.5%），天下约三成人口都对于玩具备消费需求。乌克兰2019年的天下玩具零售额约有6.87亿美元，儿童用品市场则到达38亿美元。并且，按照2010年至2019年的人口数据显示，0~14岁的儿童人口比例都于逐年增加，潜力可期。

人均破费潜力年夜。按照乌克兰玩具协会的查询拜访数据，玩具消费至多环境是孩子的生日。2019年乌克兰家长于此项的破费初次跨越了2000乌克兰格里夫纳，约为536.4元人平易近币或者77.8美元（按昔时平均汇率折算，下同），属在相称年夜方了。就总体而言，33.1%的受访者平均破费跨越1000乌克兰格里夫纳（即268.2元人平易近币或者38.9美元），于600~1000乌克兰格里夫纳的消费区间（即160~268.2元人平易近币或者23.34~38.9美元区间）的消费比例也有增长。300乌克兰格里夫纳如下区间（即80.46元人平易近币或者16.67美元如下），则属在激动消费区间，无需非凡理由。

但有趣的是，乌克兰的玩具消费有很年夜一部门是被不法私运入境的廉价产物所盘踞。据乌克兰头部咨询公司ProConsulting称，私运玩具占乌克兰境内玩具销量的40%，占发卖额的27%。

渠道成长平稳。一样也是2019年的数据，乌克兰的玩具分销渠道，重要集中于线下通例渠道，约占总发卖额的63%，但同比2018年则稍微降落了3%。这是由于消费者最先转向其他新兴的渠道：如加油站、书店、售货亭、社交/跨境电商等。于细分种别中，儿童用品连锁店及电商平台盘踞绝对于上风——占比别离为35.9%及33.8%。电商平台有较着增加。各个渠道虽各有升沉，但成长平稳。此外，于俄乌冲突发作前三年，乌克兰玩具业相称不变，新店不停开张，市场每一年增加10%~15%。于2020年新冠肺炎疫情发生后，乌克兰的玩具发卖虽然遭到影响，但依然连结增加势头，到2021年末，玩具零售额范围到达7亿美元。

此中，代表连锁店有Antoshka及进出口商Kiddisvit。前者于乌克兰18个都会有43家分店，发卖6年夜类儿童用品，款式超6万；后者主营面向东欧的玩具进出口商业营业，有跨境电商平台。

2019年乌克兰重要玩具渠道漫衍

数据来历：乌克兰玩具协会

偏幸自然环保。于产物偏好上，高端消费者很是看重商品的“纯净”“自然质料”“安全”等品质。是以，年夜厂商都于此发力。此中，年产能力700万件、乌克兰头部玩具制造商Tigres更是比泰西发财国度出产商更早最先结构自然质料，早早把生物基塑料用到了制造学龄前玩具Elfiki系列上，并且还有形成为了一套完美的废料治理体系，并鼎力大举成长可连续出产，以切合欧洲严苛的玩具尺度。

近况：坚定不移 追求空间

厥后，乌克兰的玩具业遭到了新冠肺炎疫情及俄乌冲突的影响。但其境内玩具企业并无束手待毙。

见缝插针迅速复工复产。于冲突发生后，乌克兰东部玩具市场的物流供给、出产、发卖秩序被打乱。据Antoshka首席履行官Vadim Orlov吐露，乌克兰儿童用品总体市场缩水一半。在是整个财产的活跃重心向西部转移，从头复工复产。早于冲突周全发作后的一个月摆布，像Dom Igrushek、Antoshka等总部位在乌克兰西部的玩具连锁店，则越发活跃起来。而位在乌克兰首都基辅郊区的木制玩具工场UGears则于5月于其官方推特上公布复工，依赖电商平台举行发卖。

▲乌克兰木制玩具厂商UGears于5月公布复工复产

就乌克兰全境而言，据本地媒体2022年年末的报导，总体恢复至冲突前的50%。零售营业已经经恢复了七到八成。但于以哈尔科夫州首府（乌克兰第二年夜都会）为代表的东部地域，玩具营业仅恢复了两成（重要是一些工场复工）。

玩具出产需求不降反升。由于乌克兰私运玩具数目年夜的缘故原由，乌克兰境内玩具市场的瓦解对于本土厂商影响并无想象中的年夜。仅仅于2022年2月尾到7月尾这5个月时间，Tigres的出口额就增加了20%。据相识，缘故原由有三：一是欧洲偕行的人性主义撑持。二是国际商业计谋的调解。许多泰西玩具商把本来俄罗斯的定单交给了乌克兰。三是物流和钱币贬值问题。本来的运输路线被堵截，从海外进货的周期年夜年夜拖长。加之乌克兰本国钱币年夜幅贬值，入口成本年夜年夜晋升。在是，像Dom Igrushek、Antoshka这种重要营业于乌克兰西部地域的年夜型玩具零售商，就转而采购本土出产的产物，缩短到货周期。更不消说像Kiddisvit这种已往纯真依靠入口玩具的经销商，想于新形势下保存，只能选择本本地货品。

踊跃介入海外市场竞争。于保住了海内出产线的基础上，乌克兰本地的玩具厂商踊跃介入国际展会，追求海外成长空间。于乌克兰玩具协会的牵头构造下，5家乌克兰本土玩具商组团于本年初线下重启的纽伦堡国际玩具展上表态，努力争夺海外定单。参展商之一的Tigres出口司理Olha Samarchuk暗示，公司已经经为新市场扩张做好了预备：公司产能已经全数迁至乌克兰西部，那里场面地步平稳，可以继承出产；于波兰设置了中转堆栈，确保货物安全，但愿可以或许更多地对于接到泰西发财国度的客商。

▲乌克兰驻德国年夜使Oleksiy Makeyev（前排左二）和德国纽伦堡国际玩具展主理方代表Christian Ulrich（右一）到展会初次设立的乌克兰国度馆观光

来历：《中外玩具制造》杂志

编译：石磊

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CONNECT:[ UseTime:0.007104s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005647s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004221s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004636s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004133s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004214s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.023497s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004397s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004591s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003994s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004511s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004077s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004151s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004126s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004066s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003978s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004118s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004031s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003998s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004144s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003967s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004077s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003962s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004070s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004670s ]SELECT * FROM `ta_article` WHERE `id` = 157 LIMIT 1 [ RunTime:0.004300s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004178s 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`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:0.004558s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004242s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004034s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004018s ]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:0.004536s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003995s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003979s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004088s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004048s ]-必一运动官网