2022 will come as scheduled! The memory of 2021 for many toy manufacturers is mixed: under the epidemic situation, foreign trade orders soared, but logistics costs doubled, and factory power was limited; Competition for domestic sales is fierce, and many wholesale channels have been closed several times due to the epidemic. Although there are occasional sales volume of popular products, such as cards and blind boxes, the market is still lack of momentum in general. Manufacturers expect new opportunities in 2022.
The 34th International Toy and Educational Products (Shenzhen) Exhibition, the 13th International Baby Cart and Maternal and Infant Products (Shenzhen) Exhibition, and the 2022 International Licensing and Derivatives (Shenzhen) Exhibition (collectively referred to as "Shenzhen Toy Show") held in Shenzhen International Convention and Exhibition Center from March 30 to April 1, 2022 are expected to lead a new wave of market and become a turning point for the market to develop well.
Shenzhen Toy Fair has always enjoyed the reputation of "the weathervane of China's toy market"
Intensive promotion of new manufacturers
By the end of 2021, exhibitors of Shenzhen Toy Fair have been actively planning for the development in 2022. For example, Kaiyi and Beiledi actively embrace the national style, and design and launch various new China-Chic products; Zhegao continued to increase his creative efforts on the theme of flowers; The Devil Kingdom culture has also joined the building block product track; Enlightening and Brooke cooperate with more well-known IP and red cultural innovation. It is expected that during the exhibition this year, a large number of new products will be released intensively, and the market will be more able to feel the efforts of manufacturers to create blockbusters.
▲ Hot selling building blocks in the marketLarge scale exhibition at Shenzhen Toy Fair in 2021
What is more noteworthy is that the schedule of Shenzhen Toy Fair seamlessly matches the summer market. Summer products (including outdoor toys, beach toys, water toys, etc.) have always been one of the key categories at Shenzhen Toy Fair. All kinds of new products such as bubble guns and small fans must be released at this time to catch up with the hot selling time. It is understood that Jiaheng, Bestway, Jianda, Maleball, Chentai, Jianxiong, Hongda, Fanzhou, Xiaobei, Daxisheng, Meisijia, Hongxing and other brands will meet with buyers at Shenzhen Toy Fair in March with many new products.
Forecast of the same period activities of explosive funds
As the "wind vane of China's toy market", Shenzhen Toy Fair has spawned numerous market blockbusters. There are rich manufacturer resources and broad channel opportunities, which will undoubtedly increase the probability of the emergence of the explosive funds. Especially, the analysis of the concurrent activities of the exhibition on the next stage of the market is accurate. For example, the China Toy Trend Report released at the Toy Marketing Summit in recent years, as well as the "Chinese and Foreign Toy Awards" and on-site exhibition activities that have been held for several consecutive times, have pointed out the trend and potential of toy trends in the coming year for the majority of industry participants. The hot selling products in 2021, including building blocks, cards, blind boxes, and fashion games, were among the few bright products in the market that year, and the "Altman" card was the most popular.
A new way to play video with goods marketing
According to the new situation that the current live broadcast/short video with goods and other marketing forms are popular and there are many playing methods (such as toy evaluation, live broadcast demonstration, self-made content, etc.), the organizers of Shenzhen Toy Fair, on the premise of maintaining the strength of traditional channels to attract investment, increased investment in manpower and material resources, including providing preferential policies for travel, etc., actively invited more e-commerce with goods to the fair to purchase and help manufacturers open new markets. In the exhibition last March, "Play and Think" (electronic commerce of audio tape) with more than three million fans was invited to the exhibition. The organizer believes that the presence of more million level e-commerce with goods this year will add impetus for the majority of exhibitors to expand their brand influence and stimulate sales, thus promoting the market to develop well.（Source:Shenzhen Toy Fair）