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With an online scale of 20 billion, where are the opportunities for Chinese toy brands?

发布日期: 2019年03月05日 Source: Toy Frontier Release Date: March 05, 2019 Baby toys

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.

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Le Mom

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 8 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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