1. Competition pattern of China’s toy sales live broadcast platform: online live broadcast is popular, and Tiktok has become the champion of toy sales on the live broadcast platform.Since 2020, live broadcasting has become one of the important channels for commodity sales, including toy sales. According to the data of the 2021 white paper on the development of China’s toy and baby products industry, Tiktok has occupied 32.9% of the market share in the live broadcast platform for toy sales, ranking first temporarily. Jd.com and Taobao ranked second and third respectively.
2. Proportion of toy sales types in China: building block toys are the best-selling, accounting for more than 16%.According to the research data of the 2021 white paper on the development of China’s toy and infant and children’s products industry, in 2020, building block toys were the most popular, accounting for 16.2%, followed by plush cloth toys, accounting for 14.9%, and doll dolls and mini dolls, accounting for 12.6%.
3. In the first half of 2021, the sales growth rate of tmall toy products was the first.Nowadays, toys are no longer exclusive to children. With the rise of trendy play in China, more and more adults begin to become the main consumers of trendy play. As a kind of fashion, blind box is deeply loved by young people. In the first half of 2021, the sales of blind boxes among the main toys on tmall platform increased the fastest, reaching 62.5%.
4. Distribution of toy sales prices in China’s department stores: Toys below 300 yuan dominate.From the price of toys, toys between 200-299 yuan in the department store channel are the most popular category for consumers, accounting for more than 22%. The second is toys below 100 yuan and between 100-199 yuan. The sales gap between these two categories is not large.
To sum up, live broadcast has become an important channel for toy sales, with Tiktok platform taking the lead for the time being. In 2020, the sales of building block products accounted for the highest proportion, among which LEGO became the most popular brand and maintained high competitiveness compared with competitors. From the perspective of product prices, consumers are more rational in their consumption of toy products, with products below 300-yuan accounting for the majority. In the first half of 2021, blind box toys became the fastest-growing toy category of tmall, and the development of blind box products continued. With the participation of non-toy enterprises such as KFC and, it is expected that the competition pattern of blind box toys will continue to change.
Post time: Jul-26-2022