According to the monitoring of wholesale markets, shopping malls and mainstream e-commerce platforms in key cities of China by Chinese and foreign toy manufacturing magazine, combined with the feedback of channel providers, the toy market in 2020 will show outstanding performance in building blocks, authorized products, blind boxes and national fashion products. And endless net red toys also have a certain degree of heat.
▌ good market for building blocks
Building blocks are the evergreen category of toys, and the market performance has always been relatively stable. In 2020, building blocks will occupy a lot of seats in the top selling toy lists of various channels. In addition to Lego, most of them are domestic brands, such as enlightenment, Senbao, happy little Luban, Weisi, Bangbao, woma, Fangcheng, beiledi, bruco, etc.
Many channel vendors have said that the market of domestic building blocks is hot in the past two years, mainly because the enterprises have increased research and development efforts, the themes are constantly innovating, and the quality is also better. From the perspective of domestic building blocks which are popular in 2020, there are "keeppley" series building blocks authorized by animation IP, "wandering earth" theme building blocks authorized by film (Senbao), original "Guochao building blocks" (happy little Luban), and "power machinery foundation exploration" building blocks (Bangbao), which mainly focus on programming education.
In addition to the diversification of themes, the particle size classification of building blocks is also more detailed. Lu hang, the person in charge of Zhengzhou Fuguang Trading Co., Ltd., also told reporters that at present, according to the particle size, the domestic building blocks can be divided into four categories: large particles, medium particles, small particles and micro particles. When expanding their product lines, some building block play enterprises divide different brands based on different building block particles, aiming at different consumers, such as Qimeng toy's medium particle building block brand "xiaokuale" for children aged 1.5-6, small particle building block brand "Enlightenment" for children aged 6-12, and trendy building block brand keeppley for groups over 12.
▌ new faces of authorization
In the toy industry, authorized products have been a trend for many years. The saying that "in the year when the market is not good, the sales of authorized toys are better than ordinary toys" spread in the industry has been confirmed in 2020. Animation IP (brand image) authorized products such as "Altman", "pig man", "magic top", "super Feixia", "Balala magic fairy" and "ye Luoli" are popular in many channels. The authorized product market performance of "the fifth personality", "Yin Yang division" and other game IP, "Avenger alliance", "Hua Mulan" and other movie IP, "imperial palace culture", "Shandong ship" and other cultural and creative IP, "B. duck" and other brand IP is also outstanding.
In 2020, many play companies have increased their R & D and investment in authorized products, such as Aofei Entertainment's cooperation with BBC traffic theme animation "Cha Cha express" to launch a series of products; quchao culture's cooperation with wanghong IP "banbu cat" and children's song animation IP "Batam"; Qizheng culture's authorization of "flying dog Moco".
▌ the heat of blind box is not reduced
On December 11, bubble mart, a domestic trend toy company, was listed on the Hong Kong stock exchange, with a market value of more than HK $100 billion. As the main products of bubble mart are the most famous blind box, it is called "the first blind box". With the listing of bubble mart, the public's attention to the blind box has increased again.
Blind box is a concept in the field of fashion play, which has been gradually extended to the toy field since the second half of 2019. In 2020, the toy industry has set off a blind box craze, with building blocks, jigsaw puzzles, plastics, dolls, wood and other types of play enterprises launching blind boxes one after another. With the layout of blind boxes, the company has more ways to play with this type of products, such as designing the outer packaging as building blocks and blind bags that can be assembled; expanding the products from a single plastic / enamel ornament to a variety of categories such as building blocks, dolls, jigsaw puzzles, plush, etc.
▌ national tides have their own characteristics
At the 32nd Shenzhen International Toy Fair, many toy companies launched guochaofeng toys. Among them, some play companies have launched Guochao authorized products. For example, keeppely's "chuxue Taihe hall" is authorized by the "palace culture" of the Forbidden City, and Weisi's "our star sea" is authorized by the legitimate "aerospace culture and innovation". Most of Guochao's authorized toys are based on re engraving, and some products will be innovated after obtaining the license from the brand side. For example, keeppely's "Sikuquanshu" combines wenyuange with Sikuquanshu, and Keer's "picturesque" doll turns "Qianli jiangshantu" into clothing.
Keeppely's "complete library of four"
Other companies are based on the excavation of traditional culture, combined with the imagination of designers, to launch original national fashion products. For example, woma's "arcade" series is inspired by the arcade culture of Lingnan region, the Chinese dragon puzzle of graphic art integrates the elements of "dragon" and "24 solar terms", and the abundant Niu Mengmeng intelligent toys integrate the elements of "12 zodiac" and "face changing".
Woma "arcade" series
▌ net red toys need attention
In recent years, there will always be some popular toys in the toy market. Their common characteristics are that they originated from the Internet, and they become popular and die out quickly. The masses call these toys "net red toys". In 2020, the Internet red toys include electric fish, beaked duck shooting game, little tortoise on the chain, sand sculpture reread duck, etc., and the current popularity has basically declined.
Electric fish
Wanghong toys are not without long popularity. For example, bubble cameras, which are popular in the summer of 2019, also have good sales performance in 2020. On the one hand, bubble blowing toys are very popular with children. On the other hand, it can't be separated from the innovation of manufacturers, such as the appearance design of products for pigs, pandas and other small animals, or the printing of various animation IP on products.
In addition, the rise of online red toys, sales in the e-commerce platform is better than offline channels. For example, in the Guangzhou wholesale market in May this year, some channel operators reported that electric fish was "acclimatized" in the real market.
Ma long, general manager of Beijing Yonghua JIAYE technology and Trade Co., Ltd., told reporters that according to the sales situation of their company in 2020, the sales of puzzle puzzle, IP authorization and Guochao are all good. In addition, the market for outdoor toys is also ideal. "Bubble camera is a big attraction in this year's market, and it should continue next year, such as magic wand bubble toys. For next year's market, musical instrument toys are more promising, mainly because of product innovation and consumers' demand for educational toys. "
▌ top selling toys in three channels
Chinese and foreign toy manufacturing magazine will monitor the hot selling toys in wholesale markets of key cities and domestic mainstream e-commerce platforms every month, and make statistics on the hot selling toys in shopping malls of key cities every quarter. In novel coronavirus pneumonia, the wholesale market was suspended in early 2020, and the data in February and March were vacant. In the end of July 2020, No. 1 store will be upgraded to No. 1 member store, and the data collection of the magazine will also change.
