Investment Advisor in the prompt: Chinese toy production has been for decades, has already formed its own set of production methods and traditional strengths. Numerous national toy manufacturer, has trained a large number of skilled labor; years of experience in export trade, so toy manufacturers on production and export of toys and other trade procedures well known; the logistics industry and export agents industry has become increasingly sophisticated Chinese toy industry important support for export abroad. (A) Advantages 1, China's toy production has been for decades, has already formed its own set of production methods and traditional strengths. Numerous national toy manufacturer, has trained a large number of skilled labor; years of experience in the export trade, so toy manufacturers on production and export of toys and other trade procedures well known; the logistics industry and export agents industry has become increasingly sophisticated Chinese toy industry important support for export abroad. 2, plush toys, simple materials used by the security environment of the restrictions less than other types of toys. EU August 13, 2005 from the implementation of the "Waste Electrical and Electronic Equipment Directive" charge back fees, exports to the EU's electronic, electric toy exports about 15% of the cost of this increase, but the plush toys were not affected. (B) Disadvantages 1, the product low, margins are thin. China plush toys in the international market are middle and low level of "cheap goods", the product added value. While Europe and the United States a larger share of the market, but primarily rely on low-cost advantage and the processing trade and slim profits. Foreign toys have been set light, mechanical, electrical, etc. as a whole, and China's toys seem to stay in the 20th century the level of the sixties and seventies. 2, labor-intensive industries technology is relatively backward in the form of a single product. Compared with the international toy giant, China's toy enterprises are small, and there are the traditional processing equipment, design capacity is weak; most toy companies rely on to sample, processing production; 90% as "OEM" mode of production, that is, "OEM" and "OEM"; products form the old, mostly traditional stuffing toys, single species, the plush, 布绒玩具. In the mature toy design production and sales chain, the Chinese toy industry is only at the edge of low value-added position, not competitive. 3, ignoring changes in the international toy market. Chinese toy manufacturers expect a significant feature of all the day signed a number of brokers to make more than a simple toy orders, while the market changes and demands of information unknown. Relevant international laws and regulations with the latest industry know little about, so product quality control is lax, resulting in market setback. 4, the lack of brand thinking. Many enterprises have strategic vision narrow, toy production has not formed its own characteristics and brand, many blindly follow the trend, such as a cartoon character on television than the heat, everyone flocked to, the pursuit of short-term benefits; have less power and take the brand Way less. (C) threats 1, plush toys overproduction, low profits. Plush toys overproduction and market saturation, resulting in fierce price competition, sales have fallen sharply, export profits is insignificant. It is reported that China's coastal city of a toy manufacturer, specifically for the world's leading toy company OEM toys. The toys in the international market, the minimum selling price of 10 dollars, and our processing fee which is only 50 cents. Now the profits of domestic toy business has been very low, generally 5% to 8%. 2, raw material prices. The soaring international oil prices, causing costs to rise, there have been retailers and manufacturers close down an unfavorable situation such as bankruptcy appears to have been made only modest processing fees and management fees plush toy manufacturers in China even worse. On the one hand have to raise toy prices in order to survive, on the other hand because of the price increase fear of losing the original's price advantage, resulting in loss of customer orders, production risk is more uncertain. 3 European security and environmental protection instructions obstacles. In recent years, European and American toy set for the endless variety of trade barriers, the Chinese toys continuously from Russia, Denmark and Germany have offered inferior quality, some toys and toy factory workers, no intellectual property rights without protection many times, "Impact "Many domestic toy manufacturers to" breathe. " Previously, the EU against Chinese exports of toys have been continuously introduced, such as "on chemical registration, evaluation, licensing," the "Disable harmful azo dyes" and "The EU General Product Safety Directive" and other regulations of the toys included limited variety of commodities strict environmental and safety standards. And the EU will establish cooperation and notification mechanism, toy problems in a country, within the EU would have been in the inspection, or even recall. 4, the RMB exchange rate. Rise in the renminbi exchange rate, exports to China itself is a big market impact. Toys are labor-intensive, export-dependent industries, the yuan's appreciation to the major importing countries will consider other Asian and African countries currency to import these products, to a certain extent, to reduce their exports of these products bring order adverse effects of particular serious. 5, the impact of high technology to make plush toys more "worse." Now a dazzling high-tech toys, such as in the traditional Winnie the Pooh plush toys, and big eyes hair Aimo compression technology such as micro-chip implanted so that these small animals or dolls are able to call a small owner's name, can call children eat, play games, be able to speak to a child fascinated by fairy tales, but also sang pleasant songs. These high-tech features added to the small animals can recognize different voices, to identify the different emotions and make happy and laugh or cry so sad human response. Humanized using a variety of toys, thanks to high technology such as voice compression chip synthesis technology. All the plush toys to our rough dwarf. (D) opportunities 1, severe living environment conducive to promote China's traditional toy companies turn pressure into motivation. Transformation of their operational mechanism, enhance the capability of independent innovation, accelerate the transformation of the mode of foreign trade growth, improve international competitiveness and ability to resist risks. Despite the tough, but not through suffering business development and progress would be difficult. 2, the threshold of further increase exports, the brand is also an opportunity for toy export enterprises. For example, a number of large enterprises through environmental certification will be increasingly favored by customers, the newly developed high-end products will attract more orders. Compliance with international rules for corporate profits of many small producers will be imitated object, which is an industry reform and progress is a good thing.