In 2018, e-commerce platform toy puzzle growth was strong, an increase of 29.1% over the previous period, and Tmall platform was particularly prominent, accounting for 63.5%. In 2018, the scale of the e-commerce platform toy puzzle market reached 21.27 billion, and the size of the toy puzzle market in 2017 reached 16.47 billion. The reporter integrates the background data of the Maternal and Infant Research Institute, Information and Magic Mirror to understand for you which head players and dark horses in various segments of the toy industry in 2018?
No. 1 in Guangdong Province
In November 2018, in the category of toys / baby carriages / puzzle / building blocks / models, Tmall and Taobao stores ranked among the top ten, namely Guangdong, Zhejiang, Shanghai, Jiangsu, Beijing, Hebei, Shandong, Henan, Fujian, Hubei. The top ten southern regions of Tmall and Taobao stores accounted for 60%. Based on a combination of sales, sales, and number of stores, Guangdong ranks first.
The most important toy production and export bases in China are "five provinces and one city": Guangdong, Jiangsu, Shanghai, Shandong, Zhejiang and Fujian, which is a very important industrial group. In November 2018, we can see that Guangdong Province is the province with the highest sales, with sales of more than 34.8 million units and sales of more than 4.8 billion yuan. Among them, Guangdong Province has the highest sales of electric / remote control / inertia / clockwork toys. .
Guangdong, China's toy market, has always been a bulldog, but in the past ten years, the Yiwu small commodity market has driven Zhejiang's toy industry. Therefore, we saw that in November 2018, Zhejiang Province followed Guangdong closely, with sales of more than 40.88 million pieces and sales of more than 1.3 billion yuan, with the highest sales of amusement / teaching equipment / large-scale facility toys.
In terms of product categories, Guangdong and Fujian are dominated by electric and plastic toys; Jiangsu and Shanghai are dominated by plush toys; Zhejiang is dominated by wooden toys, forming a relatively obvious industrial cluster effect. Among them, Guangdong Province is China's largest toy production and export area, mainly concentrated in Shenzhen, Dongguan, Guangzhou, Shantou Chenghai, Foshan Nanhai, Jieyang Jiexi and other places.
In November 2018, the northern city of Beijing sold more than 4.77 million pieces, with sales of more than 270 million yuan. Among them, beaded / puzzle / matching / disassembly / percussion toys contributed about 43.39 million yuan, ranking first, followed by early education / smart toys.
Nearly 30% growth in online scale, low market concentration
Toys are the second largest category of online retail for mothers and infants, and 1.8 times that of JD.com, the second largest platform. In 2018, the online toy market size reached 21.27 billion, an increase of 29.1% over the previous year. There are reports that toy consumption ranks second only to milk powder in the consumption of 2-3 year old baby families, and has surpassed children's clothing, washing care, lathes and other related categories.
According to 2018 data, e-commerce channels Tmall 13.51 billion yuan, accounting for 63.5%, Jingdong 7.44 billion yuan, accounting for 35%, koalas 190 million, accounting for 0.9%. It can be seen from the data that the toy concentration platform is Tmall.
The category of toys covers early education books, audiovisual, toddler toys, and climbing toys. Among them, learning climbing toys are 16.348 million, a year-on-year decrease of 26.7%; the market size of large toy categories is 19.41 billion, a growth rate of 32.2%. The above accounted for the vast majority. In addition, the increase in early education books and audio-visual materials is also considerable, reaching 10.9%. It can be seen that with the upgrading of consumption and the change in family parenting views, new-generation parents pay more attention to the early cultivation of their babies and pay more attention to their imagination. , Creativity and hands-on ability. From the perspective of the distribution of toy categories, Tmall and Taobao have absolute advantages.
TOP10 brand, Lego has the highest share
The TOP10 brands of toy puzzles include Lego, Audi dual diamond, Disney, Fisher, Koyobi, Beinsch, Huotu Rabbit, Auror, Aubrey, and Living Stone. The list highlights: Lego, Audi dual diamond and other lists Single regular customers keep pushing Xinli to maintain their status, and various new products are struggling to break through. From the perspective of categories, spelling, animation, and remote control products are still big sellers. In terms of management, some brands focus on trial promotion, strengthen interaction with consumers, and directly drive store sales.
According to information from the information source, the TOP10 online sales of toys / puzzles in 2018 were LEGO, Audi Double Diamond, Disney, Fisher, Coyobi, Bainshi, Huotu Rabbit, Ole, Obe, and Living Stone. Among them, Lego's online sales were 1.27 billion, accounting for 6%. In addition, six of the top ten toy brands on the list showed negative growth, led by Australia Bay, the growth rate rushed to -26.0%, Lego and comparable growth were outstanding, the brand accelerated its iteration, and new players in the toy market ushered in opportunities.
Trendy department stores, new channels for the toy market
In the early years, most of the "2 yuan shops" and "10 yuan shops" on the streets were opened in schools and pedestrian streets, and in densely populated areas. The current trendy department stores such as Mingchuang and Wuliang printed products are mostly located in large-scale stores. Shopping malls, shopping malls and other densely populated areas, this kind of shops that include various types of products, rich toy categories, small store areas, a large variety of products and a kind of grocery store feel, but the physical retail is shrinking Under the general environment, the development went against the trend.
From the perspective of consumer purchasing habits, consumers look forward to a rich shopping experience and convenient purchasing channels. Although the expansion of new retail shows that consumers now prefer e-commerce, experiential retail is still important. In fact, department stores have sprung up with the trend. The value of this traditional offline toy store lies in the discovery of the product, and the advantages of the online channel are convenience, repeated purchases and competitive prices, but take the child to the toy store to directly experience this is the online channel forever Unable to achieve, for the practitioners, changes in consumer demand have promoted toy retail companies to focus on consumer-centric transformation and upgrades, and actively adjust business models and business layouts to achieve traditional retail reconstruction.