On November 13, the Wooden Toy Industry Iterative Upgrading Conference with the theme of "Ten Billions of Wooden Toys, Linking the World" was held in Yunhe County, Lishui City, Zhejiang Province. Local government and business people gathered together to discuss the path to improve the quality of the wooden toy industry.
Yunhe is known as the "Hometown of Wooden Toys in China". The county's wooden toy industry started in the 1970s. After decades of cultivation and growth, it has become the largest and most comprehensive wooden toy production and export base in China. Yunhe wooden toy products cover 11 categories, thousands of series, and tens of thousands of varieties. For every 5 wooden toys sold in the world, 2 come from Yunhe, and more than 70% of them are exported to 82 countries and regions including the United States and Japan. "Fairy Tale Yunhe" has become a highly recognizable local city card.
Data show that in 2025, Yunhe's wooden toy industry achieved an output value of 8.2 billion yuan, accounting for 30% of the county's total industrial output value; the output value of wooden toys above designated size reached 3.36 billion yuan, and the self-operated export of wooden toys was 918 million yuan, accounting for 56.3% of the total local exports.
However, in the ever-changing global market, Yunhe Muwan industry is also facing unprecedented challenges - problems such as profit outflow, lack of leading players, homogeneous products, weak protection, labor shortages, and no way to transform still exist.
For example, many wooden toy companies in Yunhe are accustomed to processing orders and OEM production behind international brands. Although business seems to be booming, pricing power is often in the hands of customers. "Overseas brands get premium prices, but the source factory needs to repeatedly weigh costs, delivery time and quality. Once orders change, companies are easily affected." Ye Chen, general manager of a local wooden toy company, said frankly.
Change is imminent. In recent years, Yunhe has continued to deepen its main business of wooden toys, deepening its industrial advantages, activating endogenous power, and promoting the steady transformation of the traditional wooden toys industry.
At present, Yunhe has achieved full coverage of the digital transformation of wooden toy enterprises above the standard, released version 1.0 of the wooden toy product master data standard, launched the "Wooden Toy Industry Internet Platform", and relied on digitalization to open up the entire chain of centralized procurement of raw materials, production control, and quality traceability; actively We will explore diversified development paths such as "Wooden Play + Preschool Education", "Wooden Play + Wellness", "Wooden Play + Cultural Creativity" and "Wooden Play + Cultural Tourism" to build a Zhejiang provincial-level high-quality development industrial park for the silver economy, incubate local urban IP, and continuously enrich industrial tourism and research experience scenarios.
The local area also organizes and guides enterprises to participate in key industry exhibitions at home and abroad, strengthens cross-border e-commerce and live broadcast bases, and promotes the coordinated development of domestic and foreign trade; it has built three major centers for rapid intellectual property rights protection, quality testing, and talent training, and a number of e-commerce live broadcast-style "co-prosperity workshops" have been implemented. The echelon of enterprises with leading leadership, backbone support, and small, medium and micro collaboration has accelerated, and continues to empower the development of "small counties and big cities" to enrich the people...
At the scene, relevant departments made special policy interpretations of the "Yunhe County Wooden Toy Ten-Billion Industrial Chain Cultivation, Transformation and Upgrading Work Plan (2026-2030)". The plan takes the "3410" action as the general traction, anchors the three major goals of reshaping the trade pattern, breaking through the industrial scale, and optimizing the industrial ecology, and implements the four core actions of trade reshaping, enterprise quality improvement, brand core building, and basic empowerment. It implements 10 key issues that can be implemented and assessed every year, and fully promotes the quality improvement of the wooden toy industry, striving to achieve a total output value of wooden toy exceeding 11 billion yuan by 2030.
"Yunhe Muwan must change. There will be no way out if there is no change." Li Shichao, secretary of the Yunhe County Party Committee, said. In the next step, the county will focus on the five aspects of collaborative development of internal and external markets, gradient cultivation of industrial entities, expansion of "wood+play" formats, value creation of national fashion IP, and AI digital empowerment. It will seize opportunities and proactively seize positions in the wave of industry reshuffles, reshape industrial competitiveness through iterative upgrades, let small pieces of wood connect to large markets, fly to the world, and continue to write a new chapter in the high-quality development of the wooden play industry.
