According to the latest report released by NPD Group, the sales of the 13 countries' global toy market in the first half of the year increased by 4% year-on-year to US$18.4 billion. Toys such as artists' toys have grown by 26%, accounting for 11% of the toy industry's overall sales.
The data shows that the current global trend toy market has exceeded 100 billion US dollars. Due to its unique distribution rules and the inspiration of artists, it has been greatly increased in just a few years. All of this is deeply attracted. Big kid" player. At present, the trend of toys is no longer a closed niche product, not just a small number of people's hobbies, these products have already revealed its huge consumption momentum in the global market.
In the professional trend toy social app "sweet", every day, there are trendy people who are looking for their own good feelings and second-hand transactions. In Chongqing, more and more local homemade trend collection stores have emerged. Local toy lovers gather here; this year, POP MART Bubble Mart, a well-known trend culture and entertainment company in China, has also stepped up its layout in Chongqing, covering stores in Chongqing.
"Big Boy" spends 10,000 yuan a year to buy toys
Mr. Xiao, a 32-year-old citizen, has been paying attention to a toy that Coerse, a German fashion design brand, will sell next year. The pre-sale price of 899 yuan is not expensive to him. "You can say that it is a toy. Come to it is art."
In the home of another "big boy" Li Heng, there are all kinds of designer dolls. For him, these are "collections." Li Heng is a fan of trend toy collections. He is also the owner of EYES, a well-known trend collection store in Chongqing. Although he is 35 years old, he loves fashion toys as much as a boy.
Trend toys, also known as designer toys, are also known overseas as Art Toys & Designer Toys, and often incorporate the ideas of designers and artists in toy styling. These small toys are usually launched in series, and the low unit price is only tens of yuan, but for the toy collectors, in order to collect each series, it is normal to buy dozens of hundreds a year, if they are grabbed again. The limited amount is undoubtedly like "winning". Take Li Heng as an example. He spends tens of thousands of dollars on these small toys a year.
Li Heng revealed that the local market in Chongqing has only gradually begun to flourish in the past two years. Most of the ordinary players started to enter the market from “Looking like itâ€, and the number of experienced players is less than 10,000.
Domestic tide play market scale exceeds 100 billion yuan
The Beijing Toy Show (BTS), featuring more than 300 artists and toy brands from around the world, has attracted fans from all over the world.
According to the latest report released by the consulting company NPD Group, the sales of the 13 countries in the global toy market in the first half of the year increased by 4% year-on-year to US$18.4 billion. Toys such as artists' toys have grown by 26%, accounting for 11% of the toy industry's overall sales.
According to data from a large domestic industry research and consulting organization, the number of “secondary†core users in China, including trendy toys, has increased from 49.84 million in 2014 to 80 million in 2017. The market size of related products in 2016 has exceeded 100 billion yuan, and it is expected that this number will rapidly multiply in the future.
Chongqing market consumption enthusiasm is increasing year by year
On October 13th, the guests of the EYES store in Guanyinqiao Da Rongcheng were more than usual. For the local consumers in Chongqing, some hot trend toy brands can be found in their stores. Li Heng, the owner of the store, said that the Becko doll, which is the best-selling shop in their store, is a small baby boy with closed eyes, which makes many women consume. Can't resist. He said that this domestic designer's original brand has been launched for three consecutive seasons. Each theme doll contains the delicate emotions of the designer. "For some beginners, it may be just for display or give away; for experienced players, They are more interested in a complete set for collecting and waiting for appreciation."
The EYES store has already opened three in Chongqing. Li Heng revealed that the sales of single stores in the three stores were around 500,000.
Because of the market potential of the trend toys, Chongqing Taobao shopkeeper Gewenwen began to transform its Taobao shop “Cat's Nest Digital†three years ago – the main hot selling designer toy, “coming soon†Double eleven, it is expected that there will be a wave of sales peaks."
When it comes to trend toys, you can't help mention the head of the industry, POP MART Bubble Mart. On February 16, 2017, Bubble Mart officially listed the new three board. As of 2018, Bubble Mart has nearly 400 retail outlets, covering first- and second-tier cities across the country and most countries and regions in Southeast Asia, and has become China's largest trend toy seller. At the same time, Bubble Mart signed a number of well-known trend designers and artists at home and abroad, and became an IP integrated operation service provider with annual income of over 100 million.
According to the 2017 annual report disclosed by Bubble Mart, the company achieved revenue of 180 million yuan in 2017, an increase of 104.38% year-on-year. According to Bubble Mart, one of the main reasons for the growth of revenue is the related trend of toy products. Sales grew rapidly, driving single-store sales to increase steadily.
Since last year, Bubble Mart has also stepped into the Chongqing market. On October 15th, the data obtained by Bubble Mart headquarters showed that they have opened three stores in Chongqing and laid out 10 robot stores at the same time, covering almost all the major shopping districts in Chongqing.
Perhaps another sales data can prove the enthusiasm of consumers year after year. According to Bubble Mart, since 2018, the sales of Chongqing stores have started to grow at a high speed. The total sales in the first eight months have doubled the total sales in 2017. It is expected that by the end of 2018, Chongqing stores will Total sales will increase by 300% over the same period.
Fan groups are no longer just veteran players?
Who are these consumer toys? "In terms of our big data, 18~35 years old is the main group and there are also high-age consumers." Bubble Mart staff said that when they released a limited edition toy in Hangzhou, they had been to the three generations of grandparents and grandchildren. It does reflect the changes in the entire trend market in recent years.
The changes in the fan base are also reflected in the tide show. The exhibition staff revealed that the last time the trend show, the basics are the senior fans of this circle, they are very fanatical, know who the designer is, understand the design concept behind each brand. One of the changes in this year's show is that there are a lot of people coming. They may not know much about the brand or the designer before they came. They just came to see it, but after seeing it, they found it particularly like, and they turned into fans of this industry. One characteristic is that their consumption power is very strong. If you see a bag at the show, the per capita consumption is no less than 2,000 yuan."
Business Secrets Chaos Play Unique Operating Law
A small trend toy, how to make everyone happy with the purse? It is reported that from design to sales to second-hand transactions, the tide play market has its own set of unique operating rules.
1. Signing a designer to create IP
First of all, designers are the most critical factor in fashion toys. "It is completely independent creation by the designer. There is no background in this process. There is no prototype. The designer just created this image with his own imagination. We call it IP." An industry insider revealed that some companies will Pick a more potential IP and sign up directly with the designer to get an exclusive license.
Take Bubble Mart as an example. In 2016, Wang Ning, the founder of Bubble Mart, sent a Weibo: “In addition to collecting Sonny Angel, what do you like to collect?†According to a survey of fans, Hong Kong’s famous designers Kenny Wong (Wang Xinming) designed the Molly doll to get the highest voice. Wang Ning quickly signed a contract with Kenny and won the IP copyright of Molly doll. Now Bubble Mart's "Becoming a Flower" is not a Molly doll. Although a doll is only 59 yuan, in the second-hand market, some rare series of Molly dolls have a market value of thousands of dollars.
2. Stimulating sales rules "blind box"
The unique way of selling is also an important factor driving this market. At present, the most popular sales rule in the tide play market is called “blind boxâ€. What is “blind boxâ€? The blind box is also called blind pumping. There are many styles in a whole box. Before opening, only know that there will be toys on the picture, but the consumer does not know which one to buy.
"Now most of the tide play is blind split, fun and surprises will stimulate consumption." During the interview, many Chaos sellers bluntly said that under such sales rules with uncertainty, it is often easier to stimulate consumption. The desire to buy. Many fans will buy a series of toys in order to get together a whole series, or to buy their favorite image.
3. Complete second-hand trading market
It is worth noting that behind the tide play, a complete second-hand market industrial chain has been formed. In some second-hand trading apps, the “value†of the tide play can be more intuitively reflected.
It is reported that fans in this field will evaluate each series on their own. For example, a brand has a total of 12 toys in the Journey to the West series, and fans will have their own aesthetic. Maybe everyone will think that Sun Wukong looks good, then 59 yuan can buy 89 yuan or 120 yuan to sell; on the contrary, you may think that spiders are not good, the market price is only 35 yuan. In the second-hand market, there are also players who use the "replacement" method to get a beloved toy.
At present, the biggest increase in the tide play market is limited and hidden, and some rare models have even risen from tens of yuan to thousands of yuan.
The future trend of the tide play industry IP authorized to play, into the industry breakout subdivision
Li Heng said that the tide play industry is a super-large market mainly for young people. The consumption dimension of young people is very wide, which requires someone to constantly develop this market. It is foreseeable that toys will receive more and more attention.
The industry believes that the overall explosive opportunities in the toy industry are currently small, and with the increasing consumption characteristics of the industry and the changes in consumer attitudes, opportunities in some segments are larger, the trend of integrated primary markets and the development of international high-quality toy companies. In terms of direction, some analysts believe that IP-licensed toys and educational toys are the sub-segments in the short-term and short-term breakout of toy companies.
For the development trend of the trend toy market in the future, the relevant person in charge of Bubble Mart said that the tide play is actually an industry that is pinned on the IP, and there are many areas where IP can be extended. He believes that a good IP needs the continuous creativity of the artists behind it as a support. To promote the sound development of the whole industry, in addition to discovering and tapping potential artists, launching high-quality works, and at the same time, we need to work together to build IP.
Many industry insiders also mentioned that the toy industry is greatly influenced by consumer preferences. When consumer preferences tend to change, companies need to respond quickly, so that reasonable and accurate business transformation and upgrading.
Nantong Zhuoluo International Trading Co., Ltd , https://www.zlhomedecor.com