Chinese toy market promising
(eastday.com)
Updated: 2004-10-17 10:33

Currently, the per capita annual toy consumption of this age group in China is 20 to 30 yuan (US$2.4 to US$3.6), a survey by the China Toy Association and the China Society Survey Office showed.

The figure is much lower than the average consumption level of adolescents in Asia and the world, which is US$13 and US$34 respectively.

Shi Xiaoguang, chairman of the China Toy Association, said Saturday at a forum on the country's toy industry held in Shanghai that when Chinese young people's toy consumption can reach the average level of Asia, the country will see an annual market of more than US$30 billion.

"The potential of the Chinese toy market will show itself with the economic growth of the country and the increase in people's incomes," Shi said.

The survey shows that Chinese consumers care most about toys' design and performance. Price and brand also influence their choice.

Shi said that the Chinese toy market is attracting more attention from overseas producers. In the past two years, China saw an annual toy import increase of 30 percent and the import last year was US$292 million.

Chinese toy producers have not paid due attention to the domestic market, Shi said.

Prof. Gu Guojian, a researcher of chain business operations based in Shanghai, said that it is time for Chinese toy producers to shift their focus from overseas market to home market.

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