玩具界展览航母——第63届纽伦堡国际玩具展引火待发
Global Toy Feast Let’s join the happy world of teenagers Toy Fair Carrier----the 63rd Nuremberg International Toy Fair is on the way
玩具，因天使而生，每个孩子都是父母快乐的天使！记得有位业内人士曾经说过，玩具是一个阳光产业，这里孕育着快乐，充满着希望。每次玩具展带来的不仅仅是勃勃的商机，行业同仁们更是在展会上获取更多的营销灵感，而孩子们以此对未来产生了更多的、充满希望的期待。玩具展——这个历久不衰的商业平台成为全球制造商、经销商最为行之有效的商业互动聚会。至今已历62年的老牌国际玩具展——德国纽伦堡国际玩具展更是借助地理优势和会展品牌，吸引了全球玩具行业厂商和渠道商的踊跃参与，成为每年业内人士趋之若鹜的商业盛会。
Toys, born for angel, and every child is their parents’ happy angel. A man from toy industry once said that toy industry likes the sunshine, which gives birth to happiness and which is full of hope. Every toy fair doesn’t only bring exuberant opportunities, but also helps peer colleagues to get more marketing inspiration and gives children more expectation to future. Toy fair is an enduring business platform and the most effective business gathering for global manufacturers and dealers. With 62-year history of international toy fair, having geographical advantage and good reputation, German Nuremberg International Toy Fair attracts global toy industry manufacturers and distributors to participate every year.
老牌国际展会大亨关注中国玩具业 中国精选展馆越做越大
Old Brand International Fair’s Attention to Chinese Toy Industry Chinese Featured Exhibition in a Big Way
10月10日，德国纽伦堡国际玩具展主办方 Spielwarenmesse eG首席执行官Ernst Kick特携媒体公关事务总监Christian Ulrich及Spielwarenmesse驻华子公司施贝华会展服务（上海）有限公司总经理孟陈君先生分赴穗、沪两地举行媒体交流会，向中国玩具行业介绍即将在2012年2月举办的第63届纽伦堡玩具展进展情况。此举表明了纽伦堡国际玩具展对中国玩具行业发展的高度关注和重视！ On Oct 10, CEO Ernst Kick, media relations director Christian Ulrich of Spielwarenmesse eG, main organizer of Germany Nuremberg international Toy Fair, together with Mr. Chenjun Meng, GM of Shibeihua (Shanghai) Exhibition Service limited, held a media conference in Huizhou and Shanghai to introduce the process of the 63rd Nuremberg International Toy Fair to Chinese toy industry opened in February of 2012. This showed that Germany Nuremberg international Toy Fair drew high attention to Chinese toy industry.
据Ernst Kick先生介绍，第63届纽伦堡国际玩具展将于2012年2月1日至6日盛装开展，目前招展工作业已圆满结束，共有来自全球2700家相关制造商报名参展；其中，中国内地玩具企业250家，中国香港158家，预计届时将有80000名专业买家进场观展。特别值得一提的是，由于往届中国精选展馆受到国外买家的极高评价，因此展商收效极大。由于越来越多的中国企业对纽伦堡玩具展这一国际顶级盛会表现出极大的兴趣，为此，主办方扩大了原有中国精选展馆的规模，中国精选展馆由2009年的200平方米一举扩展到来届的1400平方米，在此馆参展的中国企业由上届的61家增加到来届的99家。
According to Mr. Ernst Kick, the 63rd Nuremberg International Toy
Fair will open on February 1st to 6th of 2012. The exhibition
invitation was finished and there were 2700 relevant manufacturers
signing up, including 250 from mainland of China and Hong Kong. It
was estimated there would be 80000 professional buyers to join the
fair. Since foreign buyers had high evaluation to Chinese featured
hall, the exhibitors got great results. 由于主办方对参展商有较为严格的甄选，施贝华会展服务（上海）有限公司总经理孟陈君说，对于踊跃报名的中国企业的甄选，他们的标准是：版权、品质、实力，目前有几十家国内企业尚在长长的候选名单中。施贝华会展服务（上海）有限公司作为纽伦堡国际玩具展在华子公司将负责引导中国企业的参展流程及为展商提供全面服务。
To explain the strict selection, GM of Shibeihua (Shanghai) Exhibition Service limited Mr chenjun Meng said they would choose Chinese companies by following the principle of copyright, quality and power. Now there were still several domestic companies on the short list. Shibeihua (Shanghai) Exhibition Service limited would be responsible for Chinese enterprises participating process and provide comprehensive services.
由于以往纽伦堡国际玩具展的举办时间恰逢中国农历年，对中国企业的参展会产生一定的影响，当笔者向Ernst Kick先生提及此事时，他说，选择这个时间办展也是为了避开欧洲的一些重要的传统节日，如圣诞节等，目前他们已经注意到这个问题，正在研究解决办法。Ernst Kick说，对于这个问题，他们已经在着手努力解决，未来9年内纽伦堡玩具展举办期将会尽量避开中国的传统节日——春节。
The previous Nuremberg International Toy Fair held during Chinese New Year which influenced Chinese exhibitors. When the author mentioned it, Mr. Ernst Kick explained that they also tried to avoid some important European festivals, such as Christma, and they were working to find a solution. In the 9 years Nuremberg International Toy Fair would try to avoid Chinese New Year----Spring Festival.
Mr.Ernst Kick与Mr.Christian Ulrich及Spielwarenmesse驻华子公司施贝华会展服务（上海）有限公司总经理孟陈君先生合影
打造通往青少年世界的通途
Build the bridge to the world of teenagers
13岁到17岁的青少年的活动和购买倾向是怎样的？翘课、恋爱，以及强烈的自我决定愿望使他们的父母依然头痛不已。他们染头发，交换漫画书，并将色彩斑斓的儿童房设为父母的禁区，一切成长过程天天都在不断的改变，唯有一样始终不变，那就是对玩具的渴望。
What are the activities and the purchase propensity of those teenagers aged from 13-17years old? Skipping classes，love and a strong desire of self-determination are always the headache of their parents. They dye the hair, exchange the comic books and make the colorful bedroom the restricted area of their parents. As they grown up, all the things change constantly every day, the only thing that remains the same is the desire for JOYs.
为期六天的第63届纽伦堡国际玩具展将重点引导经销商更深入地认识不同寻常的青少年世界，因此来届主题将定调为Toys4Teens（青少年玩具）。青少年是玩具的消费主体，如何了解和接近他们是行业人士必须学习的内容，观众将在展会中央入口处300平方米的互动区里走进这一资金充裕又喜爱玩乐的目标群体。互动区内，厂商将在这里通过个性化主题区展出13岁—17岁青少年喜闻乐见的玩具产品，展板上也将展示这一年轻群体的消费倾向的研究结果，经销商们可以在这份研究结果及与青少年的接触中获得意想不到的机遇。通过第62届纽伦堡国际玩具展的参展商和观众调查显示，青少年目标人群业已成为首要关注对象。这促使纽伦堡玩具展览公司将Toys4Teens设定为2012年国际玩具展的特别推介主题，主办方将在2012年2月4日的玩具商业论坛中专门为此Toys4Teens主题作专题研讨。届时，观众可以在展会期间获取相应产品及青少年购买倾向的资料，同时还可获得如何接触这类目标人群的实用贸易技巧建议。
The six-day session of the 63rd Nuremberg International Toy Fair focus on leading the dealers to understand thoroughly the world of the unusual teenagers, so to set the theme of this fair as Toys4Teens. Teenagers are the main consumer of toys. How to understand them and approach to them is the necessary content for the professionals of the industry. The audience will close to the rich and fun loving target group with the help of the300㎡ inter-active zone at the central entrance of the fair. In the interactive area, the producer will display all the popular toys for the teenagers from 13-17 years old through the personalized theme. The panels will also show the research findings of the consume propensity of the young group. The dealers could gain the unexpected opportunities from the findings and the contact with the teenagers. The research of the exhibitors and the audience through the 62nd Nuremberg International Toy Fair shows that the teenagers already become the primary concern. This will lead the Nuremberg Toy Faire company to set Toys4Teens as the special recommended theme for the 2012 international toys exhibitions. The organizer will hold an expert discussion under the topic of Toys4Teens in the 4th February 2012 in the toy business forum. By then, the audience could get the in formations about the teenagers’ purchase propensity of the products during the fair, but also learn the advice and the practical skills to contact target group.
Varieties of activities on the Stage Who will win ToyAward?
在国内各展览会上我们都看到，主办方安排的各种专业论坛、活动接踵而至，纽伦堡国际玩具展也同样面面俱到。展会期间的全球玩具大会以“未来玩具产业——机遇与挑战”为主题将于2012年2月6日举行，该会议包括4个部分：“未来消费者”、“玩具贸易展望”、“营销3.0”以及“玩具安全”。观众和消费品专家可以从中选择自己喜欢的特定主题进行参与。另外，买家还可以在New Exhibitor Center（新参展商中心）找到许多首次登陆市场的玩具。为了促进中国参展商产品品质的提升，纽伦堡玩具展览公司每年都会为在展会中向取得巨大成功的参展商授予Seal of Excellence（中国分展商优秀印章），这一质量标签旨在便于买家选择适当的参展商及评审委员会对参展商的展台设计、产品品质及范围和公司形象等标准进行评分。
We could find that the organizers arrange a variety of professional forums, events in all kinds of exhibitions; the Nuremberg International Toy Fair is one of them. The theme of global toys meeting during the fair is “The future toy industry-opportunities and challenge”, will be held in 6th February 2012, including 4 sections: “future consumer”, “expectation of the toys trade”, “marketing 3.0”, and “toys safety”. The audience and experts on the consumption goods can choose the favorite theme to participate. In addition, the buyers can find many new toys which are firstly enter the market in the New Exhibitor Center. In order to promote Chinese exhibitors to enhance product quality, Nuremberg toy Fair Company awards the great achievement exhibitor the prize “Seal of Excellence”. This label of quality is designed to facilitate the buyers to choose the appropriate exhibitor and the Accreditation Committee to score the exhibitors’ standard of the booth design, product quality and company image.
而最激动人心的ToyAward奖则将在4号馆的Innovation Center（创新中心）从参展的约70000件新产品中由观众试玩选出，大奖得主将获得20000欧元（折合人民币约175592元）的奖金，使脱颖而出的获奖者得以实至名归。中国的玩具企业家们，你们准备好了吗？
The most exciting ToyAward will be selected from the exhibiting 7000 new products in the Innovation Center by the participated audiences, so that the winners is really stand out and deserved the prize. The winner will gain the prize of 20000euros (about 175592RMB). China''''s toy entrepreneurs, are you ready?
相关数字：
Relevant Numbers:
62、160000、63、2687、114、79423
每年一届的纽伦堡国际玩具展到2011年2月3日已成功举办了62届，共历62年。第62届德国纽伦堡国际玩具展展位面积达到160000平方米，参展商来自全球63个国家的2687家企业，有114个国家的专业买家计79423人参加了本次展会，是全球规模最大的国际玩具展。
Till February 3rd, 2011, every year Nuremberg International Toy Fair was held successfully in the pass 62 years. On the 62nd fair, the exhibition area had reached 160000 meter squares, receiving 2687 enterprises from 62 countries. 79423 professional buyers from 114 participated in this biggest toy fair in the world. |
