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Exclusive Digital Review | Which categories of toys and baby products are expected to usher in an explosion in the second half of the year

by:Ennas      2022-02-05
As an important online promotion node in the first half of the year, this year's 618 shopping festival attracted the participation of many platforms and merchants. Compared with previous years, the pre-heating period of the event was even earlier, and the pre-sale period of 618 was entered from the end of May. The China Game Association conducted an in-depth analysis and review of the sales data of various key categories of toys and baby products on the Tmall platform from June 1 to 20, in order to explore the performance of each key category during the 618 period. At the same time, it can also be a brand. In the second half of the year, the e-commerce platform will be used for marketing and promotion to provide the latest data reference. According to ECdataway data, during the 618 period, the sales of key categories of toys on the Tmall platform increased year-on-year: blind boxes (67.8%), car models (20.4%), plush fabrics (10.1%), and building blocks (2.4%) ), dolls (0.6%). The major categories of baby products with year-on-year sales growth include: child safety seats (60.2%) and children's four-wheel strollers (1.0%). 1. The sales of car models increased by 20.4% year-on-year. During the 618 period, sales of the best-selling car model toys for police cars and cars under 50 yuan increased by 20.4% year-on-year, average price increased by 2.0% year-on-year, and sales volume increased by 18.1% year-on-year. From a comparative analysis of vehicle types and price ranges, car model products below 50 yuan are the most popular, accounting for 38.5% of sales. Among them, car models and firefighting/police car/ambulance models are the most popular, accounting for sales. The ratios were 14.4% and 6.6% respectively. The best-selling item of the car type below 50 yuan is the Hot Wheels supercar series alloy car, with an average transaction price of 41.1 yuan; the best-selling item of the fire/police car/ambulance is the Domeka toy police car, with an average transaction price of 35.5 yuan. Hot Wheels super sports car series alloy car Domeka toy police car 2. Sales of plug-in building blocks increased by 4.2% year-on-year, and products suitable for children aged 7-10 accounted for the highest proportion during the 618 period, sales of plug-in blocks category increased by 4.2% year-on-year , The average price increased by 21% year-on-year. According to the comparative analysis of applicable age and price range, the sales of insert building blocks suitable for children aged 7-10 accounted for the highest proportion, reaching 30.3%. Among them, the sales of products below 100 yuan and the price range of 100-199 yuan performed the most Well, sales accounted for 8.8% and 7.7% respectively. The best-selling product below 100 yuan is the Senbao building block bouquet, with an average transaction price of 37 yuan; the best-selling product of 100-199 yuan is the Lego Super Racing Ferrari F8, with an average transaction price of 119 yuan. Senbao Building Blocks Bouquet Lego Super Racing Ferrari F8 3. The sales of child safety seats increased by 60.2% year-on-year, and the price range of 1800-2400 yuan and above 3,000 yuan accounted for the highest sales of child safety seats during the period of 618, an increase of 60.2% year-on-year, both Prices fell by 1.2% year-on-year, and sales volume increased by 62.1% year-on-year. From the perspective of the proportion of sales by price range, the sales of child safety seats above 3000 yuan and the price range of 1800-2400 yuan accounted for the highest proportion, respectively 21.0% and 19.4%. The best-selling product in the price range above 3000 yuan is the Britax double-sided rider II safety seat, with an average transaction price of 3602 yuan; the best-selling product in the price range of 1800-2400 yuan is the Wheelton Cocoon Love 2 child safety seat Chair, the average transaction price is 2170 yuan. Britax double-sided rider II safety seat Wheelton Cocoon Love 2 child safety seat 4. Sales of children's four-wheel strollers increased by 1.0% year-on-year, and the price range of 1500-3000 yuan and above 3000 yuan accounted for the highest proportion during the 618 period , The sales of children's four-wheel strollers increased by 1.0% year-on-year, and the average price increased by 22.1% year-on-year. From the perspective of the proportion of sales by price range, the sales of four-wheel trolleys in the price range of 1500-3000 yuan and above 3000 yuan accounted for the highest proportion, respectively 37.3% and 15.6%. The best-selling product in the price range of 1500-3000 yuan is the qtus Quintas Q9 stroller, with an average transaction price of 2477 yuan; the best-selling product in the price range above 3000 yuan is the cybex Melio Carbon2 carbon fiber stroller, with an average transaction price of 5726 Yuan. qtus Quintas Q9 baby stroller cybex Melio Carbon2 carbon fiber baby stroller Important tips: the full version of '2021 618 Tmall Platform Data Analysis Report-Toys' and '2021 618 Tmall Platform Data Analysis Report-Baby Products 》, you can check the member area of u200bu200bthe China Game Association official website (www.wjyt-china.org) with the account of the member unit of the China Game Association. Click to read the original direct page.
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