Huang Qiuhua's Beijiang craft toy factory is located in Yuhuang Village, Geshan Town, Dongyang City. Two 4-storey buildings without any logo, a very inconspicuous gate, no one can see this is a plush toy factory with an annual export volume of 15 million yuan.
Since 1998, Huang Qiuhua has followed the ups and downs of the toy industry in Dongyang. After a few ups and downs, he became the only survivor of Dongyang plush toy export enterprises. He is a microcosm of the development of the toy industry in Dongyang.
Borrowing money to set up a toy factory
The first order received 5 million yuan
In 1998, an entrepreneurial boom swept across the country. Huang Qiuhua, the deputy general manager of Xiangju Toy Factory, Dong Yang’s largest toy factory, also followed the trend of the times and started business at sea. He borrowed 50,000 yuan from his family and friends, pulled six partners, and set up a "studio" in his own home to design and develop plush toys.
For the processing plant, finding the source of the order, we found the "key" for survival. Huang Qiuhua, who has just started a business, often spends countless nights screaming for the tourists. Hard work pays off, and finally a toy company in Zhejiang Province found him.
"They need someone to work together to design and develop products. At the time, I didn't have enough funds and I lacked a processing line. We were able to get started." Huang Qiuhua said. At that year's Canton Fair, Huang Qiuhua's plush toys were favored by many customers in Europe and America because of their fine workmanship, reliable quality, and beautiful style. They sold more than 5 million yuan at one go.
From 1998 to 2000, Huang Qiuhua ushered in the golden period of corporate development. The annual amount of exports increased exponentially and quickly exceeded 10 million yuan.
Currently, Huang Qiuhua's foreign customers, European and American customers accounted for 45%, these customers are very strong and demanding. "A customer of the United States has a chain of more than 700 stores. A few days ago, it sent people to check the company's production." Huang Qiuhua quipped.
Industry encounters "economic pain" in economic restructuring
North River toy factory into a single seedling
On Huang Qiuhua's desk, several pieces of "million taxpayer" medals were placed. Since 2000, he has become a frequent visitor to the list of million-dollar taxpayers in Dongyang, but the ranking has fallen from the beginning of the 100 and has dropped to the current 700. At the same time, the Dongyang plush toy industry has also experienced the “labor pains†of economic transformation.
Since 2006, with the increase of domestic labor prices, the pressure of RMB appreciation, and the changes in the world economic environment, it is increasingly difficult for companies relying solely on low-value-added labor-intensive export enterprises to face labor shortages. Dongyang Xiangjuan Toy Factory, Jingwei Toys Factory, Dongyang Toys Factory and other industries "the giant" collapsed and went bankrupt. Huang Qiuhua's Beijiang Toy Factory became the only plush toy exporter in Dongyang.
“Now, the shortage of labor is the biggest problem faced by the industry. Will young people be willing to go for sewing all the time?†said Huang Qiuhua, who specially set up a branch in Henan Province. The Henan worker who was originally in Dongyang can work at home. Working to some extent eased the problem of labor shortage.
In products, the rise of electronic toys and visual products has also caused a great impact on the plush toy industry. In 2005, Huang Qiuhua made adjustments to his product structure -- from the plush doll to the doll. “Because I often go to Hong Kong, Guangzhou and other places to participate in the exhibition, I learned that there are not many manufacturers of rag dolls and the competition is relatively small,†Huang Qiuhua said.
Because all of them are exported, rag dolls must meet the inspection and quarantine standards of the exporting countries. Huang Qiuhua has not spent much effort in this regard. "All fabrics must pass the safety test. The products designed will be first tested by a third-party organization and then put into production after passing the qualification," Huang Qiuhua said.
The future will be multi-faceted innovation
Willing to be an "adherer" of the industry
Dongyang inspection and quarantine department data shows that in the first quarter of 2016, Dongyang exported toys worth a total of 1,793,600 US dollars through inspection and quarantine, an increase of 18% year-on-year. As a representative of Dongyang plush toys, Huang Qiuhua’s Beijiang Toy Craft Factory also maintained a slight increase in the first quarter of this year.
At present, Huang Qiuhua is also trying to get rid of the traditional labor-intensive industrial thinking model and intends to innovate in corporate brands, product development, and sales channels.
In the sample exhibition room of the Beijiang Toy Factory, there were more than 3,000 toys finished on several cabinets. He told reporters with a few cute dolls dressed in ethnic costumes: “This year we have cooperated with several Yunnan tourism companies and attractions to design some ethnic products.†In addition, he is also negotiating with several animation companies. , prepare to produce some anime fan products, in order to open the emerging market of animation.
"This year I also intend to apply for my own toy brand and try to test the domestic market while taking into account foreign trade." Today, handmade products like plush toys are greatly squeezed by new products, but Huang Qiuhua is still on the market. Full of guilt. "As long as we persist in doing research and development, and doing fine products, the plush toy industry will have a way out," Huang Qiuhua said.
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