How to do the production of plastic toys. Own business: production of plastic products. Business plan for the production of plastic products. Sales of finished products

10.04.2020

If you look closely at modern toys, these are mainly plastic and polymers. Yes, these are light and durable materials, but their chemical components harm the child. For this reason, mothers began to give preference to toys made from natural materials, in particular, from wood. And the production of wooden toys has become a very popular niche in the business.

Assortment of toys

It only at first glance seems that toys carved from wood are boring and uninteresting. But if you approach the matter with enthusiasm and creativity, you can come up with original models that will interest the most capricious young buyer.

Our business valuation:

Starting investment- 450,000 rubles.

Market saturation is average.

The complexity of starting a business is 9/10.

So, what kind of toys can be made from wood?

Transport (car, tractor, etc.).
Railway with wooden rails and a train (it sounds strange, but such sets are very popular today).
Educational toys made of wood (for the smallest - pyramids, and for older children - puzzles, puzzles, constructor).

DIY

If you know how to make unpretentious toys with your own hands right at home, or you have a small workshop, then you can register an individual entrepreneur and start selling your work. You can start with friends and acquaintances who will pass on information about your mini-business through word of mouth.

Making wooden toys with your own hands often takes a lot of time, but ready product can be safely called the proud and fashionable word for today hand-made. Such products will be willingly bought up by those who want their children to have everything unique. Also, such a business makes it possible to make some specific toys to order, because a real craftsman can cut even Smesharikov, even Transformers, out of wood.

Universal woodworking machine Enkor Corvette-320

large production

If your goal is a real mini factory for the production of wooden toys, then you will need:

Production room. It is good if it has several rooms (workshops) in which various technological processes will take place: wood processing, painting, assembly, etc.
Machine tools for the production of wooden toys (at least milling, drilling, grinding, facing) and other tools (planers, chisels, hacksaws, etc.).
Equipment and expendable materials for painting work. It will be impossible to save on the quality of paints and varnishes, because. products are intended for children.
Package. Wood will do better in plastic than in cardboard box. Although the latter is more environmentally friendly.

Staff

The production and sale of wooden toys is not only equipment and materials, but also personnel. There must be a division of labor, i.e. it is undesirable for one person to be both a sawing master and an artist at the same time.

To produce better and more diverse products, you can purchase special computer programs that make it easier to develop original toy models. The technology for the production of wooden toys is not difficult. The process consists in cutting out parts, painting them and assembling them. But no matter how simple the process, you can not do without specialists. At the initial stage, one person for each workshop is enough. Subsequently, the business can be expanded and attract additional employees.

Potential competitors

The manufacture of children's wooden toys as a business in Russia interested many enterprising people who opened the following companies:

"MDI" - World of wooden toys (manufactured in China).
"Tomik" (Tomsk).
"Cog and Shpuntik" (manufactured in China).
"Pinocchio" (manufactured in China).
"Krasnokamsk toy" (Perm).

Before starting your own wooden toy business from scratch, take a look at the product range of the listed companies and take note of some ideas. You can choose a specific type of wooden toys and make it your thing. Or produce a variety of products for children of all ages.

Marketing methods

Finished products can be sold in a variety of ways. The first option: sell in bulk to toy stores. It's simple, but often the wooden toys in the windows are overshadowed by soft "singing" cats or colorful transformers. Therefore, there is a second option: open your own small shop based on production. It can be located near the workshop.

Third option: online store. To do this, you just need to develop a website and fill it with content containing information about toys and their photos. The development of an online store is another plus of 50 thousand rubles towards the initial capital.

Initial investment

Small expenses are not enough here, because there are a lot of cost items:

rent (purchase) of large premises;
hiring specialists;
purchase computer program and training employees to work with it;
rent (purchase) of equipment;
purchase of consumables.

Buying equipment for the production of wooden toys is not cheap. Machines must be new to exclude marriage. Hooks, bumps - all this threatens with microtrauma for the child, which is unacceptable.

If we take an approximate amount, then start-up capital will be 400-500 thousand rubles. If you draw up a competent business plan for the production of wooden toys and how to protect it, you can get a grand or just in a bank. The payback of the project begins after the sales of the first batches, because the price tag for wooden toys is usually quite high. It will be possible to fully "recapture" the invested funds in a year and a half, depending on the success of the enterprise.

Benefits of wooden toys

Many entrepreneurs, choosing a direction in business, start not only from financial, but also from ethical considerations. They want to receive from the enterprise not only profit, but also moral satisfaction. Wooden toys for kids are perfect for this, because you create safe, natural products that bring joy.

It should be immediately taken into account that toys made of wood are products for a narrow circle of consumers. Parents whose children are used to playing modern Transformers and tablets will not buy a wooden train or car for their child. It will just be pointless.

Your customers will be modern mothers who understand the benefits of wooden toys:

environmentally friendly products;
strength in contrast to analogues made of plastic;
domestic production (today it has a high prestige among Russians);
unusual design, original models;
a return to childhood, because modern parents mainly played with wooden cars and trains.

Practice shows that love for wooden toys is instilled literally after one model that falls into the hands of a child. Therefore, your efforts will not go in vain. Sooner or later, the attention of most children and parents will be riveted to wooden toys, and your enterprise will receive maximum fame and, therefore, profit.

Production of plastic products: plastic characteristics + material classification + market analysis + opening instructions + premises requirements + 3 types of raw materials + 10 suppliers + process features + equipment + product sales + start-up investments.

Experts consider the production of plastic products one of the priority areas of business. It has great potential and prospects, since Russian enterprises do not fully provide the country with finished products.

Basically, plastic goods are bought from China or Europe. Based on this, the question arises: does it make sense to open an enterprise for the manufacture of items from this material or not? How much money will be needed? What organizational issues will need to be addressed?

Let's figure it out in order.

What do you need to know to carry out the production of plastic products?

First you need to understand what the entrepreneur will have to deal with if he decides to manufacture plastic products.

Before delving into the technology, assortment, you should get acquainted with the subject of labor, i.e. with plastic mass.

Plastic (plastic) is a material that is created using natural or synthetic polymers. Remarkable for plastic is that it can retain the specified dimensions and shape after cooling.

Fillers, pigments, inorganic fibers and other components can be added to the polymer for various purposes in the production of plastic materials. Therefore, plastic is mostly a multi-component mixture.

These products are widely used in all areas.

Plastics are not known for their high density and strength. Heating, compression affects it destructively. But the material is also characterized by many positive properties. For example, it has low thermal and electrical conductivity. Also, plastic products are not afraid of moisture.

There are also such properties of plastic:

a light weight;
resistance to strong acids, corrosion;
susceptibility to processing;
low cost;
frost resistance;
shock insensitivity.

The plastic material may be various kinds. It is classified depending on the composition, scope, binder.

An entrepreneur whose production is somehow connected with plastic must know that its waste does not decompose over time. Therefore, large volumes of landfills are formed on Earth.

There are 5 garbage spots in the oceans due to plastic waste, which poses a danger to the environment in general. Due to the mass production of plastic items, nature, marine animals and those that live on land are dying.

Plastic products also pose a threat to human health. During the production process, toxic gases are released that can spread over long distances and fall in the form of precipitation, which harms vegetation, pollutes water and soil.

Being engaged in the production of plastics, the entrepreneur must
control the content of vinyl chloride in the air above the enterprise.

Before products are introduced into the industrial economy, the food industry, medicine, an examination is carried out regarding the composition of toxic substances.

If possible, the manufacturer should either label them so that consumers do not dispose of plastic products by incineration.

1. What kind of plastic products can be produced?

The number of products made of plastic material today is very large. There is a huge variety of their types - of various shapes, dimensions, capacity and purpose.

Plastics are widely used in the automotive industry. This allows you to achieve comfort, save weight and even fuel, reduce noise, increase safety and service life, reduce operating costs.

You can find up to 100 kg of plastic parts in a car! In addition to the automotive industry, the production of plastic products is beneficial for modern architecture and construction, medicine. In general, for almost all industries.

Plastic products serve as the basis for the manufacture of stretch ceilings, pipes, floor coverings, window profiles, electrical tape, tarpaulin.

Plastic is also needed to create:

bottles,
packaging,
lids,
blisters,
oilcloths,
detergents,
packages,
utensils,
children's toys,
furniture,
spare parts.

Most household and garden items, consumer products are plastic products (buckets, dustpans, wastebaskets, toiletries).

That's not all. You can set up production:

pet supplies (trays, portable baskets for dogs and cats, bowls);
canisters, basins;
packing handles;
fan heaters, cases for equipment;
pump, bottles;
food containers, dryers for dishes;
flowerpots, flower pots;
cutting boards and other kitchen utensils.

As you can see, the choice is huge. If products are metallized during production, the list of products will be even longer.

2. Is it worth opening the production of plastic products?

The domestic market of plastic products is developing, and this is facilitated by:

Active policy of import substitution.
Expansion of the "range" of polymers.
Capacity availability.

But there are also factors that hinder the development of the industry. Thus, the production of plastic products is subject to a considerable tax, equipment and raw materials are expensive, there is an oligopoly on the market, and there is a shortage of polymers. Russian production.

Over the past years, a positive growth trend has been observed in the production of plastic materials:

More than 5 million tons of plastics are produced annually. Compared to Europe, Russia consumes 6 times less plastic products. One person has at least 42 kg.

Polymer production increased by 37% and consumption by 6%, while imports decreased by 25%. The market for products from plastic raw materials narrowed by 5.7% - specifically for pipes and films.

More than 200 thousand workers are employed in this industry, more than 6.5 thousand companies are engaged in production. The output per person is less than 26 tons.

The main areas of application of plastic materials in Russia are:

package,
construction,
Automotive industry.

There are more than 1.4 thousand specially large enterprises producing plastic products, with. They provide the country with 1.6 million tons of products. Their list includes Polyplastic, Kopeysk Plastics Plant, Lada List, PZPI, Rosturplast, Polimerbyt, Pro Aqua, LPZ.

More than 2.5 thousand companies are classified as medium and small producers, the production volumes of which reach 3 million tons of plastic products.

Namely:

ZPI Alternative (Bashkortostan);
Maxiplast (Golitsino);
Mplast (St. Petersburg);
Plastics St. Petersburg (St. Petersburg);
Polyplast (Izhevsk);
Triton Plastic (Moscow);
NZP (Kemerovo region);
Polymer (Lipetsk);
Aelita (Leningrad region);
Apal (Tolyatti);
NZPM (Tver region).

Experts give not entirely comforting forecasts about the production of plastic goods:

First, it is the growth of consumer prices by at least 14%.
Second, a 17% decline in purchasing power is expected.

From this we can conclude that the development of the production of plastic products will be constrained by the growth in prices for the raw material base, the fall in consumption, and other factors.

As a result, the volume of the plastic products market will decrease by 5%. But the situation is not critical. The engine of production will be export and import substitution.

In order for an entrepreneur to strengthen his position, it is necessary to reduce the cost of plastic products and strengthen competitive advantages.

Step-by-step instructions for opening the production of plastic products

We will immediately designate: the orientation will go further to small business.

Anyone who decides to produce plastic products, analyzed the market, all the pros and cons polymer production worth writing a business plan. Not a single serious enterprise or event can do without a clear action plan that structures all the information needed in the future and sets the right direction.

For legal business, you will need official registration, the choice of a taxation system. Suitable for a small enterprise for the production of plastic products. OKVED codes specified depending on the product.

Production of products is impossible without obtaining permits. Products must be certified. Conclusions will be required from the fire service, SES. Permission must also be obtained from local authorities, Gosnadzorohrantrude, electricians, gas inspections and thermal workers.

If the owner of the enterprise has a knack, the time and money costs will be reduced. Usually everything about everything takes up to 3 months. Next, you need to decide on the nomenclature. This will help a detailed study of the market for plastic products.

Research your competitors carefully. To choose the right type of plastic products for production, you need to look at what they produce. It would be advisable to manufacture those products that competitors offer on the market in small quantities (if demand outstrips supply).

In the course of the analysis, you will understand: maybe it is worth setting up the production of those plastic products that are not produced at all by domestic enterprises, but by Europe.

A win-win option would be to produce:

sheets,
pipes of various sizes
panels,
disposable tableware,
containers,
packaging.

Plastic pallets, necessary for packing chicken meat, are also considered to be in demand.

When the production of plastic products is established, increasing profits will become a paramount task. It is carried out by improving the technological process, optimizing costs, expanding the range and distribution channels.

Focus on deliveries to other areas and cities.

1) What kind of facility is required for the production of plastic products?

A workshop for the production of plastic products must have standard communications (heating, ventilation, sanitation, water supply, electricity). Special requirements are imposed on those premises where pentane is used in the production process.

When searching for a suitable object, you should select options located in industrial areas. The production of plastic products can also be located on the outskirts of the city, away from sleeping areas.

The size of the area - from 40 to 200 square meters. m. The warehouse needs a large one. The weight of plastic products is small, but it takes up a lot of space. The room must be protected from moisture, dust, drafts and wind. In a dry, heated building, the quality of plastic products will improve as less moisture is adsorbed.

In addition to the areas for the warehouse of finished products and raw materials, the premises should have:

bathroom,
room for workers and administration.

2) Raw materials used in the production of plastic products.

The choice of raw materials is a very important stage in production. Sufficient effort must be made to find a good supplier with the best prices and high quality polymer.

If you constantly change contractors and raw materials, the output products will not be the same. We will have to reconfigure the equipment, re-work out the technology for the production of plastic products.

Usually acquire polymer granules of heterogeneous composition. Depending on the type of plastic products, the composition of raw materials is selected, because each type of it has its own physical and chemical properties.

The main indicator that you need to pay attention to is the resistance of plastic to various temperatures.

Conditionally share 3 types of raw material:

Depending on the purpose of the plastic product, polyvinyl chloride, PE, PET, polycarbonate, APB, polystyrene, etc. can be used. Not only domestic, but also imported polymers are supplied.

Previously, the rates were as follows:

high-quality polyethylene - from 56 rubles. for 1 kg;
polypropylene - from 50 rubles.

In addition to the main raw materials, modifying additives and dyes will be required for the production of products.

Among domestic suppliers, you can conclude supply contracts with:

Stavrolen is one of the largest chemical plants producing modern technology more than 400 thousand tons of polymer raw materials.
PoliTer is a company that supplies granulated polypropylene to the market from Ufaorgsintez manufacturing plants and the Turkmenbashi refinery complex.
Centropolymer is a leading distributor of polymers, additives and colorants.
NPP Neftekhimiya is an enterprise engaged in the production of Rispol (branded polypropylene) and other grades of granular raw materials.
Tobolsk-Polymer- the third enterprise in the world for the production of polypropylene, which annually synthesizes about 500 thousand tons of material.
Unitrade is a company that organizes the supply of polymer of the required grade and quality for the production of various plastic products.
Tomskneftekhim - production site, which provides Russia with more than 30 grades of polypropylene raw materials.
Koros - specializes in deliveries from any country in the world polymer materials, engineering plastics.
Poliom is a company producing over 90 grades (180 thousand tons) of material.
Kartli - organizes complex cargo transportation of polymer and other oil products, purchase by installments is possible.

3) What technology is used for the production of plastic goods?

The choice of technology is influenced by the type of products that the entrepreneur plans to manufacture.

To produce bottles, bottles, flasks, they resort to extrusion method. The production of plastic blisters, cups, packaging is achieved through vacuum forming. Most often, work is carried out according to the method blowing and casting(toys, bottles, etc.)

But there are other techniques as well:

The casting algorithm takes the form:

First mix all the ingredients. If a homogeneous mass is obtained, gas under pressure is introduced mechanically by foaming. The gas filling of raw materials is also carried out by introducing additives into the heated plastic, which, when desired speed lead to effervescence.

When the mass is brought to the required consistency (the state of flexibility and elasticity), they begin to create a matrix form. The model is made of aluminum, fiberglass, resins in accordance with the required shape and dimensions of the products.

If the production of plastic products will be small-scale, use composite molds; aluminum matrices will fit for large-scale production.

Then they move on to the actual education and refinement:

4) Workshop equipment: equipment for the production of plastic products.

For production process requires special equipment. For this purpose, separate machines are used or automatic lines are purchased.

Depending on the type of plastic products, technological method buy these types of products.

a) extruders.

These are machines that produce window profiles, plastic pipes, hoses, sheet film, etc.

Flat-slot units consist of elements:

b) Injection molding machines.

They are machines that are used in the process of molding a plastic mixture under pressure. With their help, the mass is poured into the matrix, after which it is cooled. This is how handicrafts are made.

On the planet, about 75% of all plastic products are produced from such installations. Injection molding machines make it possible to produce products of complex shape, hollow, multi-colored, reinforced, hybrid.

The design consists of:

Such equipment for the production of plastic products is expensive and has various innovative solutions. It is of several types.

c) Blow molding machines.

Suitable for enterprises producing jerry cans, large bottles, barrels, other hollow containers with large volumes and thin walls. The machine heats the plastic material to a certain temperature and then blows it into the desired shape.

d) For the production of PET.

In order to be engaged in the production of PET containers, it is necessary to purchase injection-blow molding units that combine 2 methods, for example, extrusion-blow molding mechanisms.

These machines make a variety of plastic products: tanks, buckets, packaging for dairy products, ketchups and sauces, bumpers, toys, bottles.

The production process is controlled by a microprocessor.

The device of the machines contains:

e) Thermoforming machines.

A technique designed for the production of products, the raw material of which is a film of various thicknesses. Typically, the thermoforming machine is used in the production of cups, plastic containers.

They can be operated manually or configured automatically/semi-automatically.

Machines are of different types:

tape,
single position,
rotary, etc.

The main mechanisms are listed above, but additional devices are used to facilitate the production process.

For example:

loaders, conveyors;
dryers, mixers;
crushers, conveyors;
refrigeration units (chillers), etc.

If you are going to be engaged in the production of small plastic items in small quantities, the best option will be a mini-machine weighing up to 15 kg. Some models are even equipped with a table.

Extrusion lines controlled by special programs can be bought from China. They quickly pay off, are cheaper than European counterparts, uninterrupted in operation, unpretentious in maintenance, and have safety certificates. Production facilities are also often provided with domestic equipment.

5) Personnel policy at the enterprise for the production of plastic products.

The workshop will require 2-10 workers. The number of employees will be affected by the equipment purchased (if it is an automatic line, fewer people are needed). The scale of production is also an influencing factor.

Be sure to hire a technologist who will be the main link of the staff. Therefore, his salary is higher. In addition, the production of plastic products needs an administrative department, a sales manager, an accountant.

You also need to improve the logistics. And for this you need: a driver, laborers for loading and unloading, a vehicle. The duration of one shift is 10 hours.

6) Features of the implementation of plastic products: marketing and advertising policies.

For the implementation of plastic products, it is better to use all kinds of distribution channels. However, first think about how you will advertise the products. If the budget allows, place ads on the radio, the media.

Invest in building your own website. All serious companies have web resources on the Internet in order to attract as many customers as possible. This makes it possible to place orders online, which is also beneficial for entrepreneurs.

Someone needs to be instructed to monitor the content of the site. Therefore, you will have to hire one or two more people who will publish on the site new content, interesting articles, accept and process orders.

Organize the distribution of leaflets with the contacts of your company for the production of plastic products. Products can be offered in various outlets, construction bases, department stores.

Everything will depend on the type of product. If you plan to engage in the production of plastic toys, you need to sell goods to children's stores. As you expand, include special offers, promotions, etc. in your sales policy. Events.

It is better to work directly with the consumer or through a single-level distribution channel. If you use multi-level distribution channels, the final price will be high for the buyer, and he will most likely not buy your products.

When the product distribution system is designed in advance, problems with product sales rarely arise.

Production of plastic buckets as a business idea.

How is it carried out technological process?
Description of equipment from China.

7) Start-up investment required for the production of plastic products.

Depict accurate financial plan impossible without knowing the nomenclature, volumes of production of plastic products. Therefore, here are some excerpts based on real examples.

Profitability can reach 20-30%. The economic benefit is formed depending on the products that are produced, their cost and selling price.

The items of expenditure will be:

rent and repair of premises;
utilities;
purchase of raw materials and equipment;
wage fund;
fare;
tax payments;
advertising and distribution costs;
registration costs;
unexpected costs.

Equipment can take 1-3 million rubles. For 1 ton of plastic material, you will have to pay 60 thousand rubles. Imported brands are more expensive (80-150 thousand rubles). You also need to take into account the cost of additives (330-450 rubles per 1 kg). At least 300 thousand rubles should be allocated for salaries.

For the production of buckets and similar goods from plastic, 3 million rubles will be enough. The organization of the production of plastic children's toys requires an initial investment of about 5 million rubles. For the manufacture of disposable tableware, you need to have from 8 million rubles.

With a competent approach to the organization of production, sales, monthly income should be about 500 thousand rubles. The investment will pay off in 1-2 years.

The production of plastic products should be opened with an adequate assessment of one's own capabilities. Such an intention has undeniable advantages, but also disadvantages. Therefore, before starting such a business, weigh the pros and cons well.

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Russian production of plastic toys

The 2020 catalog contains 20 Russian factories. The companies are engaged in production and wholesale sales. Prices are cheaper than imports up to 70%. Popular brands on the Russian market:

"Nordplast",
"Stellar"
Novokuznetsk Plastics Plant,
CJSC "Plastmaster"
"Spark", etc.

Plastic toys are confidently replacing wooden ones. Children are offered sand sets, functional construction sets, models, pyramids, cars, dolls and other game modules and objects. Industrial enterprises expanding the range of items, modernizing equipment, mastering new technologies and materials.

The production of plastic children's goods uses polypropylene, polyethylene, polystyrene. Children's collections of educational games made of plastic are constantly updated. The business is profitable - production in the country is growing annually up to 10%. Products are sold in bulk and through online stores and company websites.

Manufacturers invite dealers to cooperate, wholesale buyers, suppliers. Addresses, phone numbers are available in the "Contacts" tab. Delivery - Moscow Moscow and region, St. Petersburg, federal regions, CIS. To buy products in bulk, download the price list - contact the manager.

In the sector of plastic toys in the domestic market, a "redistribution" is slowly but surely taking place. Recognized leader - China for last years greatly weakened his position. It was pressed by manufacturers of the post-Soviet space. Next in line is the struggle of our enterprises with Western players, whose market share remains unchanged so far.

Easy division

In the last two or three years, there has been a steady growth in the Russian market of plastic toys. Its capacity, according to experts in the gaming industry, annually increases by about 20-25%. At the same time, experts state that the plastic sector is still very, very far from saturation, and they predict no less growth over the next five years. If we talk about the division of the plastic toy market, today the share of post-Soviet manufacturers on it is about 20%. Approximately 40% are occupied by Chinese enterprises, and the same number (40%) by European manufacturers.

According to experts, two years ago, Chinese plastic products occupied almost 70% of the Russian market. So, taking into account today's figure (40%), we can talk about a serious weakening of the position of the Celestial Empire. And market share of post-Soviet manufacturers is growing every year due to the displacement of goods from China. The main reason is the interest of consumers in high-quality and original toys and the increased well-being of Russians, which allows them not to save on children's goods. “Two or three years ago, buyers purchased mostly inexpensive products: the cheaper the better,” confirms Andrei Marchuk, head of the marketing department at Polesye. - First of all, they were interested in the price. And now they pay more attention to the quality and functionality of the toy.”

“In the next three to five years, the assortment of plastic toys produced in Russia will expand,” says Rustam Kashaev, deputy director of the Sovtekhstrom enterprise. – Domestic goods will become better, their design and packaging will improve. Some toys will be produced under the brands of retail chains. Nevertheless, even all of them taken together Russian manufacturers will not be able to fully meet the market demand for plastic products for games.”

If we take exclusively the post-Soviet production segment of the plastic toy market, then here the alignment of forces is approximately as follows: about 70% were "captured" by three large plants - Nordplast (Russia), Polesye (Belarus) and Stellar (Russia), and the remaining 30% are accounted for by smaller enterprises. Opening a factory for the production of plastic toys is a very expensive business (high cost of equipment and molds, huge development costs). new products etc.). Therefore, experts do not predict the emergence of a new major player in this manufacturing sector in Russia and the CIS countries. "Besides, today foreign companies they are trying to open production facilities in China – it is much cheaper,” says Andriy Marchuk.

“The main competitor of all Russian manufacturers is China,” Rustam Kashaev supports his colleague. - It is necessary to develop and produce a product that, in terms of quality, price, properties, outperforms the Chinese one. And pursue such a policy that the Russian trade enterprises it was more profitable to buy plastic toys from domestic manufacturers. Today, on the shelves of stores, for example, sand sets, mosaics, medium-sized transport toys without mechanisms are mainly represented by Russian brands. Our task is to make sure that this list expands.”

However, representatives manufacturing sector The Russian gaming industry will sooner or later have to think about competition not only with Chinese, but also with European enterprises. It is much more difficult - after all, the share of European players has been steadily holding at the level of 40% in recent years. On their side are well-known trademarks, high quality, a well-developed system of promotion and sales. And they are clearly not going to give up their positions without a fight.

Unsatisfied demand

The Nordplast plant is the largest Russian manufacturer of plastic toys for children, one of the leading domestic manufacturers. Over the past two years, the assortment of the enterprise has grown three times: from 50 to 150 items. The main product groups are cars, tractors, sand sets, educational toys, sporting goods and construction sets. The company produces products of various price categories: from inexpensive sand sets to elite garages-constructors.

If we talk about the plant's sales leaders, then it is worth noting the Nordica series (6 variants of cars). It appeared in the assortment of Nordplast three years ago and during this time has become a bestseller among other products of the enterprise. According to the specialists of the plant, the main advantages of this series, which helped it to take the first place, are beautiful design, bright colors, high-quality workmanship and affordable price. Nordics are toys for every day, they are miniature and compact, do not take up much space, the average size of one item from the series is 7x12 cm.

Among the latest innovations of the enterprise are constructors, developing games, new sand sets. For example, a new series of educational games "NAME" will go on sale in the near future. It helps children learn to recognize colors and shapes. geometric shapes, and also forms elementary mathematical concepts in them. Games will also contribute to the development of fine motor skills and creative imagination of the child.

“Today, the demand for our products exceeds supply: incoming orders are larger than the volumes that we produce,” says Oksana Kondaurova, Commercial Director plant "Nordplast". – Therefore, in 2007 the plant plans to increase the production of toys by at least 20%.

Unfortunately, Stellar specialists declined to comment and did not provide information about the assortment. Therefore, we do not have the opportunity to acquaint readers with the point of view of the market processes of the plant management, as well as with its products.

Indirect competition

Another largest plant for the production of plastic toys - "Polesie" is located in Belarus, it produces more than 350 items. The demand for its products in Russia is also growing every year, which entails an increase in production volumes: for example, in the last quarter of 2006, the average monthly processing volume was 270 tons. Polesie products are divided into 4 main areas: transport toys, educational toys (including construction sets), play and sand sets.

The assortment of the plant also includes eight options for different buckets and four watering cans, plus a variety of shovels, rakes, etc. - thus, due to the different configuration, you can make more than 150 sets for playing in the sandbox. In this group, new items become bestsellers every year. For example, in 2006, the undisputed leader was the original "flower-bucket". This year, the championship, according to the specialists of the plant, will surely go to an unparalleled bucket created using AML technology (the so-called in-mould labeling). The product is very beautiful thanks to full color printing. And high-quality due to the peculiarities of production: the image on it does not deteriorate from water, does not fade or scratch - that is, it is completely protected from exposure external factors. The factory has already produced 16 different designs of this miracle bucket.

In the transport series, a “super giant car” of 80 cm length stands out, which can withstand quite a lot of weight. The product is available in two versions: with a body or with a seat. In the second case, the child can get into the car - and this is no longer just a car, but a "wheelchair" for children from 3 to 6 years old. The game sets produced by the plant are expensive goods, so it is difficult to single out sales leaders here, everything is sold fairly evenly. Although the set with the "Nanny" doll (changing table, bath for bathing, doll, clothes, bottles, etc.) can still be put in the first place.

Every year, the assortment of the Polesie company increases by 15% due to new products - the company does not replace old products with new ones, but increases the number of positions. “We are trying to develop and produce products that other companies do not have,” says Andrey Marchuk. - This allows you to occupy your niche and avoid direct competition. Our policy is an emphasis on original novelties, we try to produce products that do not intersect with the range of other factories. Today there are about 40 molds in development, in 2007 it is planned to release a large number new toys in all product groups”.

younger brothers

As already mentioned, in the Russian market, in addition to the largest plants, there are also a number of smaller-scale manufacturers, including Abriko, Kasson, Sovtekhstrom, Plastmaster, Technolog, and others.

The product range of the Technolog company can be divided into board games-constructors and prefabricated models. The company's products are unique in their kind and practically have no analogues both in the domestic and world markets: this is an assembly without glue, the mobility of the assembled models and the possibility of real shooting. The games produced by Technolog are educational in nature, they teach children logic and the basics of strategic thinking. They also stimulate the imagination and provide communication skills.

The Sovtekhstrom enterprise produces more than 300 types of plastic toys: sand sets, kitchen sets, constructors, mosaics, pyramids, game items, sports and outdoor games, goods for children's creativity, etc. Kitchen sets are very popular among buyers. They include more than 50 large items, made with excellent quality and in an interesting color scheme.

Products are also top sellers. sports group and goods for children's creativity. “We are trying to produce products that have no analogues among Russian-made goods, or there is an obvious shortage of them,” says Rustam Kashaev. “Whenever we launch a new product, we strive not to repeat the size and appearance of existing toys so that we can’t directly compare our prices with the prices of other companies – price wars are not for us.”

Overseas curiosities

Many domestic dealers and distributors who work with products of well-known foreign companies bring high-quality European plastic toys to Russia, which creates healthy competition on the market and gives post-Soviet enterprises an incentive to further growth and development.

The Orion Group company, for example, started its activity six years ago and during this short time has grown into a powerful trading operator. It operates in the market with a wide range of plastic toys, which is divided into 10 different categories and includes more than 350 items. These are educational games, construction sets, cars, goods for girls, summer assortment, bicycles, board games, rocking chairs, children's sports equipment, as well as electronic microdolls. The company is the exclusive distributor in Russia of the products of the Orion (Ukraine), Technok (Ukraine), Maximus (Ukraine), Dolu (Turkey) factories. Orion Group also acts as a distributor soft toys from The Wolt Disney Company and Tomy's exclusive electronic microtoy (the world's smallest interactive dolls - micro-babies and micro-dancers).

"On the this moment the company has four branches,” says Andrey Nazarov, development director of Orion Group. – The central office is located in St. Petersburg, and branches are in Moscow, Yekaterinburg and the Krasnodar Territory. Own vehicle fleet in each of the branches allows us to deliver products to retail outlets and warehouses in the shortest possible time.”

The brightest and most original novelties presented by Orion Group, micro-babies and micro-dancers, toys of the Microworld line from Tomy. This series of electronic toys has already won the hearts of buyers all over the world, and now it has reached Russia. Micro toys are the smallest interactive dolls in the world. Per minimum size(3.5 cm) and large functionality these products even got into the Guinness Book of Records. Micro-babies can respond to voices, claps, crawl, talk, sing, drink milk from a bottle, and even change their mood. Each character in the series (there are six in total) has its own character and habits. Micro-dancers are small dancing dolls. The style of their dance depends on the melody. The toy can choose the rhythm itself, or it can dance to a given melody.

“I didn’t notice the elephant ...”

Still, there is a sector on the plastics market in which the probability of a new production player appearing is quite high.

“In Russia today, no one produces a large-sized plastic toy,” says Andrey Marchuk. – This segment will develop, it is practically not filled. Bringing large toys from China is not very profitable, their weight leads to high transport costs. Of course, there are Western manufacturers producing large-sized plastic. But they are located in Europe, where everything is becoming more expensive, and the cost of such goods is quite high. An enterprise that starts producing large toys in Russia will have a much lower production cost. In addition, shipping costs are deducted. So large-sized plastic toys of domestic production will be very, very attractive in terms of price.” But until such a new player has appeared, the Polesie company is trying to make the most of all available opportunities - it introduces a large toy into its assortment: cars, sets, etc. The company's specialists note that these products are in great demand today.

Mastering an unoccupied niche and the company "Sovtekhstrom". “In 2006, we made molds and started manufacturing large-sized toys: Zubr dump trucks and wheelchairs,” says Rustam Kashaev. – Introduced products to our customers and received positive feedback. Already in the first months, it became clear that the sales of new products would go very well.”

Wholesalers are not far behind. For example, Respect is the exclusive distributor of South Korean trademarks Oxford and Haenim Toys are actively importing large plastic toys to Russia. “Demand for these products began to grow in the last two or three years,” notes Irina Semicheva, Executive Director Respect company. – And in 2006, our sales of large plastic doubled compared to 2005. The niche of large-sized toys is not filled, there is very little gaming equipment on the market. Cottage and suburban construction will grow every year, therefore, demand will increase, but there is practically no supply.”

The advantages of Korean brands represented by the company "Respect" - a wide range of products, high quality plastic and packaging. These products are especially well suited for Russian frosty winters: Korean plastic has passed the so-called "Arctic test" - it can withstand frosts down to minus 20 degrees Celsius. In addition, toys from Korea are distinguished by excellent thoughtfulness of every detail and safety. For example, their slides are curved or wavy - they dampen speed, and the steps are corrugated so that the baby's legs do not slip. Of the novelties, it is worth noting the play areas - sets of several items, for example, a house, a slide and a swing.

“The main buyers of large-sized plastic toys are kindergartens, game centers and various entertainment complexes,” says Irina Semicheva. - On the second place - online stores. On the third - retail chains that have large retail space (Mega, Hobby Center, etc.). Then there are buyers from the regions who work "on order" for clients from cottages and country houses. In Moscow, products are also bought by Sport and Leisure, Everything for Home and Garden stores and retail stores. retail outlets on the road". There are many customers - consumers of large plastic today. It's up to the manufacturers.

So, today the Russian market of plastic toys is in the stage of "redistribution". Here, as in all other segments of children's goods, consumer interest in Chinese products is declining. And the Celestial Empire literally lost about 30% of the Russian market over the past three years. This is a very significant share, which was immediately captured by manufacturers in Russia and the CIS countries. They offer quality products on affordable prices, a wide range, constantly introduce interesting new items. Today, they practically do not have to "crowd out" Chinese products - buyers do it for them. In addition, they avoid direct competition among themselves - after all, each has found its niche in the huge domestic market. And the demand for their products still exceeds the supply. But this will not always be the case. Therefore, even now it makes sense for manufacturers in Russia and Belarus to direct their free forces to the fight against Western brands. After all, the next large piece of the pie can be snatched off only at their expense.

Igroprom magazine

In the Russian market of plastic toys, the share of domestic products is only 13-15%.

Despite the fact that toy manufacturers are constantly improving the quality of their products, expanding their assortments, paying attention to color diversity and original design solutions, this is still not enough to meet the needs of the domestic market.

Buyers often choose a Western-made toy only because the range of foreign companies is constantly completely updated, while Russian factories from time to time they release new models, keeping, in general, the previous assortment range.

However, there are also more positive trends. For example, in the sector of plastic toys in our market, changes have been evident in the last few years. If earlier China was the recognized leader in this segment, now it has been significantly pressed by Russian manufacturers. These days the fight for a share the market is coming between them and Western players.

Over the past five years, game industry experts have noted a steady growth in the Russian market of plastic toys. Its capacity increases annually by at least 25%. Although this sector is still very far from saturation, so that the growth will be stable over the next 3-4 years. In percentage terms, the share of post-Soviet manufacturers in the plastic toy market is 20-25%. 35-40% is occupied by Chinese factories and approximately the same share is occupied by manufacturers in European countries.

For comparison, 3-4 years ago, Chinese plastic toys occupied almost 70% of the Russian market. The reason why the share of domestic manufacturers is growing every year is the improvement in the financial situation of Russian consumers and, accordingly, an increase in demand not for the cheapest, but for high-quality and functional toys.

If we consider the post-Soviet production segment of the plastic toys market, then the balance of power here looks like this: about 70% belongs to the three largest plants - Nordplast (Russia), Polesie (Belarus) and Stellar (Russia). And 30% remain with smaller enterprises. Taking into account the fact that opening a plastic toy factory is a very expensive enterprise due to the high cost of equipment and molds, the high cost of developing new models, etc., there is relatively little competition in this market segment.

Another favorable factor for Russian manufacturers is that foreign companies are trying to move their production to China for reasons of economy.

Thus, according to experts, the main competitors of domestic manufacturers are Chinese factories. If a Russian company will be able to develop and produce a product that will outperform the Chinese in terms of quality, consumer properties and price, it has every chance to win a large market share.

Price policy domestic manufacturers of plastic toys deserves special attention. Many doubt that Russian plastic toys can retail cheaper than their Chinese counterparts. But even now, some types of simple toys (for example, sets for playing in the sandbox, transport toys without mechanisms, mosaics) are presented in our stores, mainly by Russian brands. Other product groups also have the potential to successfully compete with imported toys.

When opening own production plastic toys, try to be more forward-thinking. Perhaps, in order to squeeze Chinese toys, huge investments and far-reaching plans are not required. But in the future you will face a stronger competitor - Western manufacturers-owners of the world famous brands, whose products are of high quality, original models and a large, constantly updated range. Their other advantages, which should immediately be taken into service, are a built-in promotion and sales system.

Most Russian manufacturers prefer to produce ordinary durable and reliable plastic toys. The role of the designer in this case is to slightly modify the old model, add new elements and colors. Then a model of the toy is created, which is tested for safety and durability. After that, process engineers make their changes, and you can start production.

But, despite the apparent ease of creating a new toy, the general preparatory stage, from the design drawing to the manufacture of the mold, can take a whole year. True, this toy, if buyers like it, will be sold for a long enough time to recoup all costs.

Production of plastic toys

The actual process of producing plastic toys consists in casting or blowing the molten mass into specialized molds. The quality of the finished product, as well as its circulation, largely depends on the quality of its manufacture.

Molds for the production of plastic products are modeled using a specialized software. The constructor checks that all parameters are set correctly and submits the form to production. A toy mold may consist of a set of standard parts or specially made surfaces and cavities.

Even the largest Russian manufacturers working in this segment order molds abroad. This is due to the fact that most of our companies do not have modern equipment, necessary for the production of mating surfaces of the form of sufficient purity and accuracy. Russian manufacturers do not use the latest technology, which increase the wear resistance of molds.

For implementation modern methods The design and production of molds need not only significant investment, but also a complete change in the strategy of the enterprise. However, most companies in our country are not yet ready for this.

For casting plastic products, it is also best to use Western-made equipment. Simplistically, the technology for the production of plastic toys can be represented as follows: the raw material enters the screw machine, where it is crushed and heated, and then cast into a mold under pressure.

There is another technology for manufacturing products by blowing plastic. In this case, a special mold is made, which has only one surface in contact with the surface of the plastic. This technology significantly reduces the consumption of materials and reduces the cost of finished products.

The following equipment is required for the production of plastic toys: a plastic melting machine, an automated plastic pouring line, automated refrigerator lines, automated gluing lines, an automated stripping line, equipment for artistic drawing and packaging of finished products.

total cost equipment in the most minimal configuration is 1.5-2 million rubles. About 1 million more rubles. will be needed for the purchase of raw materials - plastics and dyes, as well as decorative elements for the production of toys.

Almost any room of sufficient area (40 - 150 sq.m, depending on the equipment and planned production volumes) is suitable for locating production. But under the warehouses, more space will be required. It is better to look for premises for equipment and a warehouse away from sleeping areas. The optimal location is in an industrial area or on the outskirts of a settlement.

Raw materials must be stored in a dry and heated room. Do not forget to also obtain the appropriate production permits from local executive authorities, sanitary and epidemiological stations, fire inspections, etc. Plastic toys for children are made from environmentally friendly food grade polypropylene. Your products must have certificates and sanitary and epidemiological conclusions. In addition, production is best certified according to GOST R ISO 9001 “Quality management systems. Requirements".

In addition to the actual production, a design department is needed that deals with the design and development of products in computer-aided design systems. It is difficult to overestimate the importance of the work of such specialists. Plastic is a unique material that allows you to produce any shape and detail from it. Nevertheless, from the whole variety of plastic products in our country, only the simplest products are produced - cars, scoops, buckets, etc.

Due to the lack of investment investments, Russian manufacturers of plastic toys produce such products, the production of which is as cheap as possible. And the market for complex interactive toys is wholly owned by Western manufacturers. There is another promising investment segment - the production of large toys and plastic products. There is practically no competition with Western companies in this segment - it is simply unprofitable for them to export such toys to Russia due to high shipping costs. The demand for large children's cars and motorcycles, play slides and houses is growing every year and not only among kindergartens that develop and game centers and children's complexes.

Many retail buyers purchase slides and sandboxes made of plastic for arranging a summer house or a courtyard of a private house. Therefore, the demand for this category of goods exists and is quite high, but there are practically no offers.

The total cost of opening your own production of plastic children's toys will be from 5 million rubles. The approximate payback period is from 1.5-2 years.