Combining the three major elements of technological innovation, consumption patterns, and trend culture, this year's Chinese children's toys have the following five trends:
1. The development trend of China's toy industry
In the past year, the development trend of Chinese toys has been good. In 2017, toy exports totaled US $ 44.15 billion, a year-on-year increase of 31.2%, the largest increase in the decade since the outbreak of the world financial crisis. The growth of the Chinese toy market is equally optimistic. At present, China is the world's second largest toy consumer after the United States, accounting for nearly 10% of global toy consumption. According to estimates from various parties, the overall consumption of the Chinese toy market in 2017 was 68 billion yuan, a year-on-year increase of 4.6%, and the per capita consumption of children was about 295 yuan.
The growth of the Chinese toy market is mainly based on three major driving forces:
The first is that China ’s economy has maintained rapid development for decades and is already the world ’s second largest economy. In 2017, the per capita GDP reached 9481.2 US dollars, and the gap with developed countries has further narrowed.
The second is the continuous improvement of people's living standards and the obvious upgrade of consumption. The level and quality of consumption are constantly improving.
The third is the change in the concept of parenting among the younger generation of Chinese “post-80s†and “post-90s†parents, and has a better understanding of the auxiliary role of toys in the growth of children.
According to statistics, plus the consumption of electronic games, in 2021, China may even surpass the United States and become the world's largest toy and electronic game market.
2. Prospect of China's toy trend
One of the trends: technological innovation drives the intelligentization of toys
At present, artificial intelligence (AI) is in a good development environment in terms of national policies, public perception and practical applications.
From a policy perspective, China strongly supports the development of artificial intelligence. In July last year, the State Council issued the "New Generation Artificial Intelligence Strategic Plan", which pointed out that by 2030, China will become the world's major artificial intelligence innovation center, with an artificial intelligence core industry scale exceeding 1 trillion yuan, and driving related industries exceeding 10 trillion yuan . In this year's "two sessions" "Government Work Report", we saw "artificial intelligence" written in the report. "People's Daily" interprets the ten golden opportunities revealed in the government work report, ranking artificial intelligence first.
From the perspective of public perception, a series of news such as the Go robot AlphaGo defeating the world Go champion Ke Jie in May last year, the Aidam robot in the college entrance examination in June, and the 17-year-old teacher in October, the teaching robot won the artificial intelligence The heat continues unabated.
In terms of practical applications, Alibaba, Baidu, JD.com, etc. have already applied artificial intelligence in information, logistics, etc. Well-known companies such as New Oriental, Hujiang, and HKUST have also applied artificial intelligence in education, especially in the field of language learning. Some results have been achieved. According to the "Sino-foreign Toy Manufacturing" 2017 retail survey and monitoring, intelligent robot toys are regular customers on the hot list from the beginning of the year to the end of the year.
In recent years, technological innovations have emerged in an endless stream. "Black technology" has helped the toy industry to improve and has bred huge business opportunities. Toys tend to be intelligent, which is one of the development trends.
Trend No. 2: Toy access to immersive entertainment experience
The AR (Augmented Reality) toy wave has been swept for two years, but it is still hot. In 2016, the Pokemon Go game of AR catching elves was one of the industry's iconic events. It immediately drove the AR toy boom, from static picture books to dynamic games, covering almost all traditional toy categories. The gameplay has also evolved from simply staring at the screen for human-computer interaction to multiplayer real-time competition. After entering 2017, we found that more and more technology companies and even Internet giants are heavily invested in the AR field: Apple (ARKit), Google (ARcore), Facebook (Camera Effects), Baidu "Du Shi", Alibaba "Ali Fire Eye" , Tencent "QAR" and so on. These high-quality AR technology development platforms are bound to further lower the technical entry barrier for AR toys and attract more toy companies to enter.
At the time when AR / VR technology was in full swing, a "MR" technology also began to enter the public eye. This is an upgraded version of AR and VR, a mixed reality technology MR (Mixed Reality) that can fully integrate virtual and reality, to bring consumers a more realistic entertainment experience.
At present, "MR" technology is mainly provided by Microsoft technology development platform, Microsoft's home game console Xbox has been the first to announce that products using MR technology will be listed this year. In addition, Lenovo, Asus, Hewlett-Packard, Dell and Acer have all followed up to launch headsets that use "MR" technology.
At the 2018 CES (International Consumer Electronics Show), there was also a new trend: using eye tracking, ultrasound, even heat and wind, etc., to open up all the human perceptions of sight, hearing, smell, taste, touch To make the consumer experience more real.
As new technologies combining virtuality and reality continue to emerge and the threshold of technology continues to decrease, the relationship between toys and immersive entertainment experiences will become closer and closer.
Trend No. 3: Infant toys highlight personalized training
According to the latest news from the National Bureau of Statistics, a total of 8.83 million children were born in 2017, surpassing one child, accounting for 51.2% of the total population born. At the same time, related surveys show that the consumption of toys by the parents of the second child on the second child is higher than that of the parents of the first child, but the consumption of durable goods such as strollers and cribs has declined.
On the whole, the new generation parents of “post-80s†and “post-90s†are the main people in the field of infant and child consumption in China. They are generally highly educated and have outstanding personalities. In the process of childcare, they tend to be more personalized. It is reflected in the requirements for maternal and infant commodities. First, the category is refined; second, the products are highly targeted; third, the safety requirements are higher. According to a survey conducted by the Hong Kong Trade Development Council, parents ’primary consideration when buying baby and child toys is“ free of harmful chemicals (57%), and 90% of the respondents hope that toys will be entertaining. To lay the foundation for the quality training and learning of children in the future.
In addition, new-generation parents pay more attention to their children's emotional needs and are more willing to spend time interacting with their children. Therefore, the development of products for children's language, art, sports, creativity and other quality education is bullish. Last year, the STEAM toy fever that was on fire will continue, expand, and extend to the younger age groups.
It is also worth noting that there is a change in the decision-making structure of household consumption. Although moms still dominate consumption decisions, the willingness of dads to participate begins to increase, and dads are more inclined to mid- to high-end consumption.
Trend 4: Pocket Entertainment gives traditional toys new profitability
Nowadays, the fragmentation and palmization of entertainment has become the norm. Although various mobile entertainment trends such as short videos, mobile games, and small programs have hit the traditional toy market to a certain extent, they have also brought new profit points to the toy industry.
The catching doll machine has been on fire in recent years, which has obviously boosted the demand for plush toys, which has made the sales of plush toys normal and improved the problem that the sales of such products are greatly affected by the season.
The explosive growth of online grab dolls in 2017, especially in the second half of the year, there is a new "online doll machine" APP almost every day, which has become a new Internet outlet. A number of "online doll machine" operation platforms were successfully financed: "Happy Catch the Doll" and "Beauty Explosive Catch" received 5 million yuan in seed investment; "Lucky Doll Machine" received 1 million yuan in angel round investment; "Doll" received $ 20 million in financing.
The plush demand driven by this is also reflected in the upcoming 30th Guangzhou International Toy Fair: the number of plush toys exhibitors and the exhibition area have increased by about 50% compared with last year.
Short video products with strong social attributes have also gained a lot of parent-child interactive toys. At present, the most popular short video app "Douyin" has only been launched in the market for more than half a year, and the number of users has exceeded 100 million. The daily video playback exceeds 1 billion, and the growth rate is very amazing. A variety of novel and fun parent-child interactive toys are widely known through the short video "Douyin" and are popular on e-commerce platforms. Many merchants put out the "Douyin same paragraph" slogan to attract consumers.
Trend 5: The rise of the "big boy" group has given rise to a wave of play culture
The "big boy" we defined refers to a group of unchanging ingenuity and unintentional innocence, which is not completely linked to the actual age.
It is very common for adults to buy toys for themselves. NDP research data shows that among the people who buy toys for themselves in the United States, millennials (18-34 years old) account for 50%; Generation X (35-54 years old) account for 33.33%; Baby boomers (> 55 years old) account for 18%.
This phenomenon has gradually become popular in China. The younger generation in China now has several characteristics:
First, many young people postpone marriage and childbirth and spend more generously for themselves. More and more people are playing with high-end model airplanes and car models. According to customs statistics, the import volume of "other full-scale model components (reduced to scale)" increased by 49.84% year-on-year in 2017, and the amount increased by 95.56%. According to our understanding, some domestic remote control toy manufacturers have begun to target adult groups and develop high-end product lines.
Second, young people nowadays generally have higher spiritual pursuits, and the inner pressure brought about by the fast-paced life needs to be released. This provides a market for various high-quality high-end toys and decompression toys. Fingertip tops were all the rage last year. This is a typical decompression toy.
Third, the "post-80s" and "post-90s" who grew up watching cartoons were deeply influenced by the animation culture. The valuable cartoon characters, such as dolls and puppets, were not easy to buy. Stars are also the promoters of trend culture, including Fan Bingbing, Lin Zhiling, Guo Biting, etc. have all publicized the dolls on Weibo to promote the trend of toy culture.
Last year, the first domestic trend toy exhibition was held in Beijing for a period of three days. It was reportedly small in scale, but quite successful. Many brands and designers appeared at the exhibition site, and more than 200 limited-edition works were on-site for sale, attracting many fans to wait in line overnight.
The organizer of the exhibition is POP MART. This is a domestic trendy lifestyle brand, specializing in creative home furnishing, trendy luggage, gifts, toys, fashion accessories, stationery and other products. It was established in only seven or eight years and has opened about 100 stores in 18 provinces and cities across the country, including ordinary stores. And robot store two forms. The prosperity of trend culture is evident.
Conclusion
The Chinese toy market has huge potential and unlimited business opportunities. I hope that the Chinese and foreign toy media center will sort out and predict the domestic toy trends in 2018, which will help industry friends understand the market opportunities and seize the industry opportunities.
Children's toy manufacturers The company's Health Equipment Co., Ltd. mainly produces outdoor children's toys, children's slides, kindergarten toys, tabletop toys, outdoor expansion equipment, fitness equipment, naughty castles, etc. Technological enterprises. Website:. Consultation telephone. Our company is happy to serve you wholeheartedly! Factory address: No. 16, Chuangqiang Road, Light Industry Industrial Park, Lucheng District, Wenzhou City.
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