In 2018, the e-commerce platform toy puzzle grew strongly, up 29.1% from the previous period. The Tmall platform is particularly prominent, accounting for 63.5%. In 2018, the e-commerce platform toy puzzle market reached 21.27 billion. In 2017, the toy puzzle market reached 16.47 billion. The maternal and child industry observation comprehensive maternal and child research institute, intelligence and magic mirror background data, for you to interpret the head players and black horses in the various segments of the toy industry in 2018?
01
Guangdong Province ranked first
In November 2018, in the toy/stroller/puzzle/building block/model category, Tmall and Taobao ranked among the top ten in terms of strength, namely Guangdong, Zhejiang, Shanghai, Jiangsu, Beijing, Hebei, Shandong, Henan, Fujian, Hubei. Tmall and Taobao stores accounted for 60% of the top ten southern regions. Guangdong Province ranks first in terms of sales, sales, and number of stores.
China's most important toy production and export base is “five provinces and one cityâ€: Guangdong, Jiangsu, Shanghai, Shandong, Zhejiang and Fujian. This is a very important industrial group. In November 2018, Guangdong Province was the province with the largest sales volume, with sales of more than 34.8 million pieces and sales of 4.8 billion yuan. Among them, Guangdong Province has the highest sales of electric/remote control/inertia/winding toys. .
China's toy market has always been in the ears of Guangdong, but in the past decade, the Yiwu small commodity market has driven the Zhejiang toy industry. Therefore, we saw that in November 2018, following the follow-up of Guangdong in Zhejiang Province, the sales volume reached more than 40.88 million pieces, and the sales amounted to more than 1.3 billion yuan, of which the sales of amusement/teaching equipment/large facilities toys was the highest.
In terms of product categories, Guangdong and Fujian are mainly electric and plastic toys; Jiangsu and Shanghai are mainly soft toys; Zhejiang is mainly wooden toys, forming a relatively obvious industrial cluster effect. Among them, Guangdong Province is China's largest toy production and export region, mainly concentrated in Shenzhen, Dongguan, Guangzhou, Shantou Chenghai, Foshan Nanhai, Jieyang Jiexi and other places.
In November 2018, the sales of the northern city of Beijing reached more than 4.7 million, with sales of more than 270 million yuan. Among them, beading/puzzle/pairing/disassembly/tapping toys contributed about 43.39 million yuan, ranking first, followed by the toy category for early education/smart toys.
02
Online scale growth rate is nearly 30%, market concentration is low
Toys are the second largest category of maternal and child online retail, 1.8 times that of the second largest platform, Jingdong. In 2018, the online market for toys reached 21.27 billion, an increase of 29.1% over the previous year. It has been reported that toy consumption ranks second only after milk powder in the consumption of 2-3 year old baby family, and has exceeded the related categories of children's wear, toiletries, lathes and so on.
Unit: 100 million yuan
According to data from 2018, e-commerce channel Tmall 13.51 billion yuan, accounting for 63.5%, Jingdong 7.44 billion yuan, accounting for 35%, koala 190 million, accounting for 0.9%. As can be seen from the data, the toy concentration platform is Tmall.
This category of toys covers early education books, audio and video books, toddler toys, learning climbing toys, etc. Among them, the number of learning climbing toys is 16.348 million, down 26.7% year-on-year; the market size of toy categories is 19.41 billion, with a growth rate of 32.2%. It is the majority share. In addition, the increase in early education books and audiovisuals is also very impressive, reaching 10.9%. It can be seen that with the upgrading of consumption and the change of family parenting concept, the new generation parents value the early training of the baby and pay more attention to the baby's imagination. , creativity and hands-on ability. From the point of view of the distribution of toys, Tmall and Taobao have an absolute advantage.
03
TOP10 brand, the highest share of Lego
Toy puzzle TOP10 brand includes Lego, Audi double diamond, Disney, Fisher, Keyoubi, Beienshi, Huohuo, Ao Le, Aubay, live rock, the list highlights: Lego, Audi double drill and other lists Single frequent customers continue to push the new force to maintain their status, and all kinds of new products are also struggling to break through. From the category, the plug-in, animation, and remote control products are still hot sellers; in terms of management, some brands focus on trial promotion, strengthen interaction with consumers, and directly drive store sales.
According to the intelligence data, the TOP10 of the 2018 toy/puzzle online sales are Lego, Audi Double Diamond, Disney, Fisher, Kebby, Bainshi, Fire Rabbit, Australian Music, Australian Bay, 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 and the United States, the growth rate directly rushed to -26.0%, Lego, can be better than the growth, the brand accelerated iteration, new players in the toy market ushered in opportunities.
04
Trend department store, new channel for toy market
In the early years, most of the “2 yuan shop†and “10 yuan shop†on the street were opened in schools, pedestrian streets, and densely populated areas. For example, the current location of famous department stores such as famous and excellent products and unscrupulous prints are mostly located in large scale. In shopping malls, shopping malls and other crowded areas, this kind of shop that covers all kinds of products, the variety of toys, the small shop area, the wide variety of products, the feeling of a kind of grocery store, but the physical retail shrinking The big environment is going against the trend.
From the perspective of consumer buying habits, consumers expect a rich shopping experience and convenient purchasing channels. While the expansion of new retail shows that consumers now prefer e-commerce, experiential retail is still important. In fact, as trending department stores have sprung up. The value of this traditional offline toy store lies in the discovery of products, while the advantages of online channels are convenience, repeated purchases and competitive prices, but taking the kids to the toy store directly to experience this is the online channel forever. Unachievable, for practitioners, changes in consumer demand have pushed toy retailers to focus on consumers and increase transformation and upgrading, and actively adjust business models and business layouts to achieve traditional retail reengineering.
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