Industrial Cluster Study Of The Toy Manufacturing Industry Perspective

From the financial crisis of 2008, the world economy was once into a recession. So far, in spite of we have adopted a variety of relief measures, Countries in the world did not restore to pre-crisis levels still. By the economic crisis, our country' export-oriented toy companies reduced to nearly half, a large number of toy companies in the cut-off state. The main reason is toy industry is too high dependence on foreign trade, excessively dependent on U.S. and European markets. Another crucial reason is Chinese toy industry be absorbed at OEM model, lack its own brands. OEM have low threshold, the price competition is cruelty, coupled with labor costs and raw material prices increased, OEM have lower profit, almost zero in the current.Guangdong accounts for 70% of the country's toys or more than, and Chenghai is the largest production base of toy companies. In the 1990s, chenghai had formed toy industrial clusters. It can maintain develop when the outbreak of the world financial crisis, which is mainly due to its earlier Toy Industry R & D brands, and complete the upgrading of the industrial cluster. In this paper, take Chenghai for example, base on the theory of industrial cluster upgrading and global value chains, analysis the status and problems of China's toy industry cluster. Through the relevant data analysis, get a result of the need for upgrading industrial clusters. Analysis showed that brand and sale of the toys take the most contribution rate. So if the industry wants to go out of the difficulties, it must base on the industry cluster upgrading, develop its own brands, grasp the independent intellectual property rights, control of marketing channels, only do like that can able to control their own destiny. At last, based on the present conditions of China toy manufacturing industry, give the industrial clusters upgrading method of China toy industry.