reply Industrial integration to enhance the international competitiveness of Ningbo stationery toys

In recent years, Ningbo has put forward the goal of building "246" trillion-level industrial clusters, hoping to gather new drivers of industrial upgrading and promote high-quality development of manufacturing industry. Among them, "2" refers to the construction of green, petrochemical and automobile industrial clusters of one trillion yuan; "4" refers to the construction of high-end equipment, electronic information, new materials, software and emerging services of the four 500 billion industrial clusters; "6" refers to the construction of six billion industrial clusters including key basic components (components), smart home appliances, fashion textile and clothing, bio-medicine, sports and sports articles, energy conservation and environmental protection.It is worth noting that stationery and toy industries play an important role in the "246" trillion-level industrial clusters. Since one industry is related to learning and working, and the other is related to relaxation, companies in these two industries have welcomed new development opportunities during the epidemic. The relevant trade associations of ningbo city (CCPIT) seize the opportunity to promote industrial integration as the starting point, further enhance the international competitiveness of ningbo stationery and toy industry, and shine the golden signboard of "the stationery capital of China" and "the capital of stroller and child car seat in China".Yu Yongfeng, secretary general of Ningbo Stationery Industry Association (CCPIT), said that the stationery industry in Ningbo is characterized by large industrial scale, wide variety of categories, export-oriented, strong innovation ability, many champions in individual events, and wide brand influence."The total industrial output value of Ningbo stationery industry accounts for about 1/5 of the total industrial output value of the industry in China, and the export delivery value accounts for about 1/3 of the total export delivery value of the stationery industry in China. In 2020, the export delivery value was about 41.610 billion yuan, an increase of 3.50% year-on-year. In the first quarter of this year, the export delivery value of the city's stationery industry was 2.533 billion yuan, and the export delivery value of enterprises above designated size was 2.299 billion yuan, up 17.61% year on year. Yu Yongfeng said that Ningbo stationery enterprises' target markets are all over the world. At present, they mainly focus on OEM and have their own brands. Middle and high-end products are mainly sold to the UK, EU and North America markets, while middle and low-end products are mainly sold to Africa and Southeast Asia markets, which has formed a certain brand effect.Like the stationery industry, the toy industry in Ningbo has a high degree of clustering and standardization. Hu Tianming, secretary general of Ningbo Toys and Baby Products Industry Association (CCPTA), said that Ningbo has many international famous brands such as "Mummy Bao", "Mick English First", "What", "ChuanLang", "Klai Sai", "Global Baby", "Hap" and so on. In 2020, the production value of the toy industry in Ningbo will reach 15.7 billion yuan. The export volume was about 10.335 billion yuan, a year-on-year increase of 1.76%, accounting for more than 70% of exports.In terms of expanding the international market, under the guidance of CCPIT Ningbo Toys & Babies Industry and CCPIT Ningbo Stationery Industry, on the one hand, they play the role of bridge and link. Through the "cloud" negotiation mode, they promote industrial exchanges and cooperation, and play an important role in maintaining and promoting economic and trade relations in the industry. On the other hand, we should grasp the opportunity of building a new development pattern and promote industrial integration."We promote cross-border integration of enterprises: IP integration to promote the upgrading of the real economy and consumption; Channel integration, promote the industry marketing reform, retail format upgrade; The integration of play and teaching will promote the healthy development of the whole industry chain of preschool education." Hu Tianming said.In this respect, Ningbo Hengxing Toys Co., Ltd. is a typical company. It launches some products that combine education with entertainment. With the help of its brand effect, it also combines with the Imperial Palace IP to integrate the cultural and creative industry, so that children at home and abroad can not only love toys, but also love traditional Chinese culture."In general, the innovation ability of stationery enterprises, compared with Germany and other countries, still needs to be further improved. This requires the integration of innovation and creativity development, increase the added value. With electronic functions and cultural functions to empower stationery, stationery to cultural and creative industry, home appliance industry integration development." Yu Yongfeng said, for example, Deli Group now produces printers, and Beifa Group has also developed voice recorder pens, translation pens and other products, crossing into the home appliance industry. In addition, the enterprise also produces customized products, which are integrated with IP, endowing stationery with cultural connotation and enhancing the sense of belonging of consumers.In Yu's opinion, in addition to industrial integration, the future development of the industry also needs to overcome the problem of low industrial concentration. Although ningbo had a batch of leading enterprises, but there are still some enterprises holding rather do the head of a chicken, do not do the tail of a chicken, would rather do their own production and supply marketing system, do not wish to form a complete set with other enterprises of the old concept. "Fortunately, some leading enterprises have begun to build platforms, build industrial ecology, and strengthen the design and manufacturing capabilities of small and medium-sized enterprises, which is a good phenomenon."In addition, Yu Yongfeng and Hu Tianming believe that both the stationery industry and the toy industry need to work hard in the field of international standards in the future, and actively encourage enterprises to participate in the formulation of international standards, which will improve the international competitiveness of the whole industry.