Although the headlines oftenChinaAs a globalToysKey manufacturing base of the industry, butChina toy salesIt has been developing vigorously, and Chinese families have also caught up with international counterparts in terms of toys and consumption.
In the past few years,ChinaAlwaysToysThe emerging consumer market of the industry. According to the data of NPD Group, the toy industry continues to grow globally. In China, e-commerce sales in the first half of 2021 soared by 6.5%.
However, in the second half of this year, the development speed of the digital field slowed down. As of October this year,The growth rate of China's toy e-commerce industry slowed to 7% compared with the same period last year.
1、 Sales of preschool electronic toys soared by 56%
Blue Ocean Yiguan has learned that,Nevertheless, some individual categories are still promising to grow, such as the three leading super categories: infant/toddler toddler/preschool; Outdoor and sports toys;Building blockArchitectural package.
These three types of toys account for 55.4% of China's total toy sales. In the category of infants/toddlers/preschool children,Preschool children's toys saw the largest increase, at 19%.Further analysis shows that in the first 10 months of this year, the sales of electronic toys for preschool children soared by 56%.
IIDolls become the fastest growing super category
Dolls have become the fastest growing super category in China, especially dolls.
Pop Mart is a large blind box brand in China. Its sales account for 63% of the total sales of doll products, with an annual growth of 105% so far. NPD said that blind box dolls are priced higher in China, ranging from $10 each to limited edition and cooperative products above $100.
3、 Altman is the most popular licensed toy in China
The 118% growth of transaction cards has driven the 30% growth of exploration and other toy super categories, of which 60% is from science toys.
According to Blue Ocean Yiguan,NPD pointed out that Kayou is a key player in the transaction card category in the region. With the Altman license from Japan, the products sell well. In the whole toy department,Altman is the most popular licensed toy in China, accounting for 14.3% of the total sales of licensed toys.
NPD indicates that the authorized brandToysThere is great potential in China, because authorized brand toys are beginning to be as popular in China as in other parts of the world, especially in the field of exploration and other toys, action dolls and building blocks.
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