Fujian Jinjiang, China's Toy Stationery Production Center Anhai

Fujian Province Jinjiang City, Fujian Anhai is one of four famous towns, located in Jinjiang City, Fujian Province, southern, and Kinmen island across the sea. Anhai ancient name Anping, Ishii, ancient style YellowPage much reputation, a party Trips heritage. Anhai of Taiwanese overseas Chinese cultural town, between the international garden city of Xiamen and Quanzhou between. Beautiful scenery and convenient transportation, close-Jinjiang, Quanzhou, Xiamen International Airport and the airport, only route for the Fuzhou-Xiamen highway; Xiamen Port is the sixth largest port in China, shipping development, property smooth, is to provide the necessary conditions for commercial activities.

Anhai is Toy Stationery production center. In the nineties, China's toy industry has "three sea" one said, the so-called three sea that is Shanghai, Anhai, Chenghai third of the world. Anhai toy reputation for quality, variety, style, new world famous.

Sea toy stationery industry started in the late 20th century 80 20th century 90's rapid development, some Plastic , Molds, metal processing machinery industries to join. From scratch, from small to large, from imitation to creation, the domestic export turn gradually scale, as there are hundreds of township and village enterprises toy manufacturer, are export-oriented private enterprise, the product exported to 50 countries and regions, then it is the heyday of the toy industry Anhai. To this end, Guangdong Chenghai City also in 1994, here especially to Hoi "learn" to take "fish water" preferential policies to domestic toy industry has developed rapidly. At that time, international counterparts, said Anhai toy is "South Beach-and-coming Chinese toy production base."

1995 years later, due to South-East Asia Financial Disturbances in the international market began to appear weak state of the toy industry began to slow down the speed of development, but there is still growth. As the world's major powers toy inevitably under attack China, the industry as a whole began to decline, some enterprises in difficulties. For Anhai toys, the existing four member companies have closed down; a business move. Canton Fair 1999, the participating merchants to smaller, uncharacteristically. The number of companies reporting decreased development of new products, the toy industry in Hong Momo piece of cold start.

Anhai the toy industry began to enter the trough. In 2000, Fujian toys only 70 million U.S. dollars in exports, Anhai estimated 20 million U.S. dollars, and had brought business to learn from the Chenghai toys Anhai scale far beyond Anhai, annual output value of more than 30 billion yuan, export earned more than 200 million U.S. dollars.

China's accession to the WTO, international trade barriers increase the cost of toy production also increased, together with the replacement of foreign consumers, businesses more competitive and other factors. Anhai less than the toy industry is more prominent. First, poor product development. Anhai reduced stationery industry, in large part the product of high grade quality, new product development caused by inadequate. Since the increase of stationery manufacturer, stationery and business Anhai upgrading the product and technology development on the power input and relatively small, naturally at a disadvantage of the. Second, the lack of brand competitiveness. In fact, Anhai stationery enterprises in developing their own brands, the can not say that there is no try. Anhai call stationery business almost every brand, every household on excellence. However, due to the success of the past, so owners rely on their own experience that can solve all at the same time, a lack of talent has made the concept of a brand are still in an level, the implementation, has never been a good way and steps, so many companies tend to think that the brand is to create a cartoon image, taken on the pleasant names on it. Many Advertisement Anhai stationery company has created a lot of corporate brand image, but now survive in the market not several. Then the skirmish combat the problem. In 1992, the Society Anhai toys, but after a reasonable chain in building, promoting enterprise division of labor Cooperation Complement each other and so did not play a good role. Many enterprises are state-man combat.