"China is still irreplaceable in the field of toy manufacturing"

Interview with Xinhua News Agency: "China is still irreplaceable in the field of toy manufacturing" - Interview with Michael Sibel, CEO of the famous European toy manufacturer Xianba Group.

Michael Siebel, CEO of the well-known toy manufacturer in Europe, said in an exclusive interview with Xinhua News Agency in France that China’s labor costs have increased in recent years, but with good logistics and infrastructure, it still plays a role in the toy manufacturing industry. With a strong comprehensive competitiveness, status is still "unplaceable."

Sibel also noted that Chinese toy manufacturers are no longer satisfied with the simple imitation of European products, and have begun to embark on the road of developing their own intellectual property rights. He believes that innovation and quality assurance are the direction that Chinese toy manufacturers should focus on in the future. In addition, traditional toys still have broad prospects in terms of industry trends.

China's toy industry has obvious advantages

Sibel said that China is the main source of the toy products of Xianba Group. The cooperation between Xianba and some Chinese manufacturers has been 20 to 30 years, so the situation of China's toy manufacturing industry is very well understood. He believes that although China's labor costs are already higher than many Southeast Asian countries and even some Eastern European countries, China's good comprehensive conditions are not available in many countries and regions.

“Whether in Southeast Asia, such as Malaysia or Indonesia, or in Africa or Eastern Europe, I have not seen the logistics and infrastructure conditions of cities like Shenzhen, Dongguan, Shantou, etc. These Chinese cities can provide any spare parts and distance. Very close to the port, the local business environment has been developing for many years, and the level of production automation is also increasing...”, Sibel said, these factors are enough to make up for the extra expenses caused by rising labor costs.

Sibel stressed that in his view, the overall competitiveness of China's toy manufacturing industry is very strong. "There is no doubt that China's position in the toy industry will remain irreplaceable in the next 5-10 years."

In the future, we must pay more attention to innovation and quality.

Sibel believes that the Chinese toy market is large in scale and has obvious features. China does not have many toy stores in Europe, but online sales are very prosperous. What impressed him even more is that Chinese toy manufacturers have strong learning ability. Nowadays, many manufacturers are no longer satisfied with simply copying European products, but have begun to develop products with independent intellectual property rights.

Sibel said that developing products with their own technical characteristics and paying attention to quality assurance is the direction of the future development of Chinese toy manufacturers.

He said that strict quality control is the key to Xianba's emergence from the global toy market. At the same time, enterprises must be willing to invest in ensuring brand credibility, because this is a long-term investment, once it establishes an advantage in credibility, The status of the industry is difficult to be shaken in the short term.

According to Sibel, from the perspective of ensuring quality, enterprises should not only look at prices when selecting suppliers; they must also establish a well-functioning quality inspection company within the company to strictly observe quality control from internal control.

The traditional toy market is still promising

In terms of industry development trends, Sibel believes that video game products are difficult to completely replace traditional toys, and the traditional toy market is still bright.

He said that the arrival of the electronic age has indeed brought shock to some traditional toy manufacturers, and some even predicted that video game products will replace traditional toys. But looking at the world, this is not the case. In Europe, for example, parents do not like children to play computers and mobile phones for hours. Traditional family board games are still widely welcomed, and many 25-35 year olds also like traditional table games.

Sibel said that traditional toys are highly interactive and can better develop people's social skills. Some outdoor games can also enhance people's athletic ability. The data also shows that the market size of traditional toys is still expanding. "At least in Europe, tradition. The future of toys is still vast."

Source: CN Toy Technology Exchange

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