Toy & Edu China reports first signs of a recovering Chinese toy market as sector spies growth

Toy & Edu China, Baby & Stroller China, and Licensing China are each reporting the first signs of recovery for a strong Chinese toy market that was hit at the start of the year, along with the rest of the world, by the outbreak of the Covid-19 pandemic.

A leading trade platform for South China and its respective industries, the three shows have underlined their own commitment to ‘further help industry players reconnect and rebound’ when the next event takes place at the Shenzhen World Exhibition and Convention Centre from March 30th to April 1st 2021.

The show’s organisers also promise to deliver a ‘number of digital solutions’ to provide ‘more business opportunities to onsite and virtual participants.’

China’s toy market was worth $14.9 billion in 2019 and is expected to reach $27.2 billion by 2025, according to the market research firm Imarc Group. Even under the influence of the ongoing pandemic, the toys and games market in the country has proved resilient, with a growth of more than six per cent recorded in June 2020.

“Like many other industries in China, the toys and games sector has taken a hit from the pandemic,” said Ms Wendy Wen, senior general manager of Messe Frankfurt (HK) Ltd.

“But the prospects are brighter as we are seeing gradual recovery. By getting the industry together, we hope this will help them to tap into the growth opportunities and navigate the new normal.

“In a challenging time like this, it is important for us as a trade fair organiser to promote industry recovery and boost confidence among industry stakeholders. Therefore we have held a physical event complemented by a series of virtual services starting from 2020.”

Mr Wu Guofang, general manager of Yangzhou Aihao Toys has been one of the participants of the 2020 event to share hit thoughts.

“We believe participating in Toy & Edu China is one of the most important ways to recover from Covid-19. The fair provides new business opportunities as many genuine and high-quality buyers are present and placing orders,” he said.

In view of the rapid shift to digital platforms and services driven by the pandemic, the fairs’ organisers have launched E-connect 360 for all fair attendees, with a series of digital solutions including an AI-powered business matching platform, a virtual showroom to highlight product innovations and an online information centre to share the latest industry news.

Meanwhile, in case of travel restrictions, overseas participants can join the fairs virtually. Exhibitors will be accessible via video, while their products and brochures will be on display at the live event. Overseas buyers can enjoy online meetings with their preferred exhibitors. In both circumstances, staff will be present onsite to provide interpreting services and assistance in product demonstrations.

This year saw the fairs relocate from Guangzhou to the Shenzhen World Exhibition and Convention Center, the world’s largest exhibition venue. With this move, global enterprises can benefit more from the economic growth brought by the Greater Bay Area initiative and the city’s reputation for technological innovation, according to the organisers.

In addition, Shenzhen is home to many domestic e-commerce and cross-border e-commerce platforms, creating more online trading opportunities for exhibitors, especially when the pandemic has further accelerated the shift to e-commerce.

The fairs in 2020 featured 1,321 exhibitors from eight countries and regions whilst 61,553 visitors attended, establishing them as an ideal marketplace to access the promising South China market.

Toy & Edu China, Baby & Stroller China and Licensing China are organised by Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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