20 Days， 1 Million Sets: How Dongguan Became the “Capital of the Pop Toy Universe”

摘要：When Ne Zha 2 stormed the box office, it wasn't just animators burning the midnight oil,dozens of Dongguan-based toy factories als

When Ne Zha 2 stormed the box office, it wasn't just animators burning the midnight oil,dozens of Dongguan-based toy factories also shifted into hyperdrive.

Before the Spring Festival,Wogongchang, a Dongguan-based manufacturer, finalized the production plan for 10,000 sets (300,000 units) of Ne Zha 2 merchandise in just 3 days.Meanwhile, HenglitAI delivered over 300,000 units by early January.But neither of them could’ve predicted the tsunami of demand ahead:Wogongchang's orders exploded 500-fold,while Henglitai faced a million-unit follow-up wave.

Why Dongguan?Emerging during China's reform and opening era,Dongguan has grown into the "Capital of Pop Toy Universe,"home to over 4,000 toy manufacturers,and 1,500 suppliers along the supply chain.Today, 1 in every 3 collectibles is made in Dongguan,Solidifying its status as the No. 1 hub of designer toys.

In recent years,Dongguan's industrial output for pop toys has grown steadily,hitting nearly 20 billion yuan in 2023.“Dongguan speed” also cemented its dominance.When tasked with creating molds for Ne Zha 2 merchandise,Weisi Company allied with 12 factories to form a "task force,"developing 100 molds in just 10 days—80% faster in development and 83% faster in manufacturing compared to previous projects.And finished products reached consumers in under 20 days.

This remarkable efficiency stems not only from deep coordination among companies,but also with the assistance of AI technology.On the one hand,AI assumed the role of quality checker.After adopting an AI-powered quality control system,Henglitai slashed defect rates。To just 3 per 1000 units.

On the other hand,AI acted as a training accelerator.By digitizing the expertise of veteran workers,AI helps new hires master skills 70% faster.Thanks to these advancements,the pop toy market is expanding at an unprecedented pace.From 2015 to 2024,China's pop toy retail market is projected to grow 12-fold.

However, maintaining competitiveness in such a colossal market is no easy feat.Companies must cultivate not only robust production capabilities,but also relentless innovation.

In recent years, Dongguan has aggressively incubated homegrown IPs.Weishi Culture's metal DIY brand Piececool dominates its category,

with annual sales exceeding 100 million yuan.Chengshi Toy manages over 30 IPs, 80% of which are original creations.Shunlin Models collaborated with renowned artists to launch Pangda, a breakout alloy collectible IP.The next "Ne Zha"-level phenomenon may emerge from Dongguan itself.

From traditional assembly lines to a "pop toy universe,"Dongguan has leveraged its hardcore manufacturing prowess to channel industry trends into an innovation engine.Here, the city lives by the creed: "If there's no path ahead, I'll carve one out myself."