On June 13th, a Guangdong interview group themed "Investigative Trip of High-quality Development" visited Chenghai District of Shantou City in the east of Guangdong Province, to conduct an in-depth study of the transformation of toy industry, which is the pillar of the local industry.
Xu Weidong, the general manager of a toy IP operation company in Guangdong with years of experience, told Yangcheng Evening News that after obtaining the IP operation rights, the first step for the company is conducting comprehensive market research, following which the operation plan based on the IP and original marketing factors are planned and designed.
"Toys will be promoted according to the release of related films and TV shows, which will continuously attract fans and form a positive feedback loop, achieving growth in both the original work and toy sales," Xu added.
Toys "Made in Chenghai" developed in the 1980s with 40 years of history. Chenghai District has become a well-known toy producer and exporter in China and made the toy innovation industry the most characteristic and dynamic pillar industry in Chenghai.
It is also learned that Chenghai District has established public service institutions such as Chenghai Science and Technology Center to provide support for enterprises' product development and technological innovation. At the same time, more than 60 toy companies have cooperated with more than 30 universities and research institutes, greatly enhancing the research and development of toys.
汕头澄海：用IP运营赋能玩具产业高质量发展|高质量发展调研行
6月13日，“高质量发展调研行”广东主题采访团来到汕头市澄海区，深入探访当地的支柱产业——玩具业的转型升级之路。
有着多年玩具IP运营经验的广东某公司总经理许伟东告诉记者，在获得IP运营权后，首先会对市场进行全面的调研，然后结合IP素材和原始营销等因素，规划和设计运营方案。
“玩具产品会配合相关影视作品上市的节点进行市场推广，持续引发粉丝关注，并且形成正向的反馈闭环，形成影视与玩具销售双向增长。”许伟东说。
“澄海玩具”自上世纪80年代起步，历经40年的发展，已经成为全国闻名的玩具生产和出口基地，玩具创意产业是汕头市澄海区最具特色、最有活力的支柱产业。
记者还了解到，澄海区设立了澄海科创中心等公共服务机构，为企业产品开发和技术创新提供强力支持。同时，60多家玩具企业与30多所大学和科研院所建立“产学研”合作关系，玩具研发实力大幅增强。
文｜羊城晚报全媒体记者 李钢 陈晓楠
图｜羊城晚报全媒体记者 钟振彬
译｜白心怡
责编 | 王楠
