Exclusive Numerical Review | Review of 618, Interpretation of Lego and Goodbaby's sales crown data, Ye Luoli's sales decline

This year's 618 promotion is the first large-scale promotion after the national epidemic has basically stabilized. This event has been given many expectations by the market. According to data from ECdataway, during the 618 promotion period (June 15-21), the sales of toys and baby products on Tmall platform increased significantly year-on-year, and the sales of key toy categories increased by more than 69.3% year-on-year. Children's bicycles had the highest year-on-year growth. 154.9%; the sales of key categories of baby products increased by more than 83.6% year-on-year, and safety seats had the highest year-on-year growth rate, an increase of 123.2%. The sales of Lego, gb goodbaby and Ye Luoli occupy the top positions in the three categories of building block toys, four-wheel strollers and dolls respectively, but they show different trends. Lego sales fell but sales increased 618. During the promotion period, Lego's average price was 446.1 yuan, an increase of 15.3% year-on-year, and a decrease of 7.3% from the average price from January to May. Lego’s sales increased by 6.9% year-on-year, and sales fell by 7.2% year-on-year. The best-selling item was a collection of flagship toy models, with an average transaction price of 2,458 yuan. During the 618 promotion period, the overall average price of building block toys was 116.9 yuan, an increase of 27.3% year-on-year, and an 11.5% increase over the overall average price from January to May. During the 618 promotion period, the average price of gb Goodbaby's four-wheel strollers was 881.1 yuan, a year-on-year increase of 21.6%, and an increase of 26.3% from the average price from January to May. The sales of gb Goodbaby's four-wheel strollers increased by 164.8% year-on-year, and sales increased by 109.6% year-on-year. The best-selling item was a foldable portable stroller, with an average transaction price of 675 yuan. The overall average price of the four-wheel stroller 618 during the promotion period was 681.5 yuan, an increase of 28.8% year-on-year, and an increase of 21.7% from the overall average price from January to May. During the 618 promotion period, Ye Luoli's sales volume increased sharply, but the average sales price of Ye Luoli was 94.1 yuan, down 55.6% year-on-year, and 36.8% lower than the average price from January to May. Ye Luoli's sales fell by 14.3% year-on-year, and sales increased by 93.3% year-on-year. The best-selling item was the Ye Luoli fairy doll set gift box, with an average transaction price of 246 yuan. The overall average price of dolls during the 618 promotion period was 74.3 yuan, a year-on-year decrease of 20.7%, and a 2.1% decrease from the overall average price of January-May.