Wooden toys form building blocks of global success story

Pioneering innovators

Ye Chen, a 37-year-old Yunhe native, exemplifies this transformation. Growing up surrounded by relatives who ran wooden toy factories, Ye initially viewed the industry as low-end manufacturing. However, his perspective changed after he entered the industry.

After studying finance in Australia and working there for a decade, he returned to Yunhe in 2018 to join his father-in-law's wooden toy factory as the deputy manager.

"Over the past seven years, I've seen significant changes in Yunhe's wooden toy industry," Ye said. "Our factory has shifted from traditional low-end manufacturing to modernized production, with a greater emphasis on design and innovation."

Ye's factory has embraced digitalization, transforming into a 5G-enabled smart factory that leverages cloud computing, big data and the internet of things.

"Our factory now features automated and standardized equipment, making us a more modernized enterprise," said Ye.

In addition to upgrading manufacturing processes, the influx of young talent has brought new management concepts to Yunhe's wooden toy industry.

When Ye returned to Yunhe, he created Leo's Friends wooden toy brand. "Only running a factory limits what you can do, but having your own brand provides more avenues for various projects and ideas," he said.

Ye's overseas experience has helped him manage the brand's international expansion. "When our brand was first established, we sponsored a charity gala for hearing-impaired children in Australia. The event drew Australia's elites who afterward recognized our brand. This sponsorship not only increased our visibility but also highlighted our factory's capability, boosting our recognition and sales," Ye said.

Many business owners in Yunhe now have overseas study experience, which helps them understand foreign markets better and communicate more smoothly with overseas clients, according to Ye.

"We used to receive orders from Chinese foreign trade companies and were paid in renminbi. Now, we have more direct partnerships with overseas importers and brands," Ye explained.

"Currently, about 80 percent of Leo's Friends' sales are from overseas markets, including emerging markets like the Middle East and Southeast Asia."