Wenzhou Miduoqi Playground Equipment Co., Ltd.: An Innovator in the Amusement Industry, Journeying from the "Educational Toy Capital" to the Global Stage.
——An Exclusive Interview on the Transformation and Upgrading Journey of a Benchmark Enterprise in the Qiaoxia Town Industrial Cluster, Yongjia County
I. Corporate Positioning: Rooted in "China's Educational Toy Capital," Deeply Cultivating the Children's Economy Sector
Wenzhou Miduoqi Playground Equipment Co., Ltd. was established in 2013 and is headquartered in Qiaoxia Town, Yongjia County, Wenzhou City, Zhejiang Province — the core area of the industrial cluster known as "China's Educational Toy Capital." The company has a registered capital of 1 million RMB and focuses on the manufacturing of cultural, educational, arts and crafts, sports, and entertainment supplies. Its main products include general outdoor amusement equipment (excluding large-scale facilities), educational toys, modular slides, and extend into maternal and baby products, sports equipment, and furniture. The company's product portfolio covers the full spectrum of education, cultural tourism, and household consumption scenarios.
Advantages of Industrial Heritage: Qiaoxia Town has over 50 years of history in educational toy manufacturing, housing more than 1,300 upstream and downstream enterprises, accounting for 60% of the domestic market and 30% of the global market, with an annual revenue of nearly 8 billion RMB. Leveraging this mature industrial chain, Miduoqi has developed efficient coordination capabilities across design, production, and sales. The company actively participates in the China Educational Toy Capital International Expo, where its intended orders at the 2023 expo reached 576 million RMB.
II. Current Model: Digital Transformation & Diversified Expansion
Intelligent Production Upgrades
Following industry trends, Miduoqi has introduced equipment such as automated cutting and welding robots to enhance production efficiency. For example, Kaiqi Group, a leading enterprise in the same region, has increased its production efficiency tenfold through smart equipment. Miduoqi has also implemented automated transformations in processes such as welding and material cutting.
Diversified Product Matrix
The company is shifting from traditional educational toy manufacturing to integrated cultural tourism services, offering design and construction solutions for indoor and outdoor play venues. Drawing on the "Blue Box Future City" model of Liben Group, Miduoqi is exploring ways to integrate equipment such as slides and trampolines into themed parks to create immersive interactive experiences.
Quality Control & Environmental Compliance
Although the company faced a product recall in 2016 due to quality issues, it has since improved its quality management system and actively responded to environmental policies. In 2025, Guqi Amusement, a similar enterprise in Yongjia County, relocated its construction project, eliminated polluting processes, and adopted natural gas heating. Miduoqi has also followed green manufacturing standards.
III. International Strategy: From Export-Oriented Trade to Global Brand Expansion
Intelligent Production Upgrades
Keeping pace with industry trends, Miduoqi has introduced automated cutting systems and welding robots to enhance production efficiency. For example, Kaiqi Group, a leading company in the same region, has multiplied its production efficiency tenfold through smart equipment. Miduoqi has likewise implemented automation in key processes such as welding and material cutting.
Diversified Product Matrix
The company is transitioning from traditional educational toy manufacturing to integrated cultural tourism services, offering design and construction solutions for indoor and outdoor play spaces. Drawing inspiration from Liben Group's "Blue Box Future City" model, Miduoqi is exploring the integration of slides, trampolines, and other equipment into themed parks to create immersive, interactive experiences.
Quality Control & Environmental Compliance
Although the company faced a product recall in 2016 due to quality issues, it has since strengthened its quality management system and actively responded to environmental policies. In 2025, Guqi Amusement, a similar enterprise in Yongjia County, eliminated polluting processes and adopted natural gas heating in its relocation project. Miduoqi has also aligned itself with green manufacturing standards.
IV. Social Responsibility and Sustainable Development
Miduoqi actively participates in the formulation of industry standards and has led the drafting of national standards such as the "Safety Specifications for Small Non-Powered Amusement Devices." In response to the "dual carbon" goals, the company promotes the use of eco-friendly materials. For example, enterprises in Qiaoxia Town have jointly procured domestic plastic as a substitute for imported materials, thereby reducing their carbon footprint.
Conclusion
From traditional educational toy manufacturing to intelligent transformation and global expansion, Wenzhou Miduoqi Playground Equipment Co., Ltd. is writing a new chapter in China's children's economy, driven by technological innovation and industrial integration. Guided by the goal of achieving a "ten-billion-yuan industrial cluster," this enterprise, rooted in Qiaoxia Town, Yongjia County, is poised to become another benchmark in the global upgrade of the amusement industry.