Foreign toys monopolize the market in first-tier cities. Domestic products are active in third- and fourth-tier cities

by:Ennas      2021-12-28
The toy market in China's first- and second-tier cities has been monopolized by foreign brands, and domestic products are only active in third- and fourth-tier cities. Liang Mei, president of the China Toys and Baby Products Association, revealed at the 6th China (Beijing) International Toys, Animation Education and Culture Expo (hereinafter referred to as Beijing Play Expo) that currently over 70% of the toy market in first- and second-tier cities are foreign brands.   Liang Mei said that imported toy brands accounted for more than 70% of the market share in first- and second-tier cities, and this proportion would drop to 40-50% in third- and fourth-tier cities. At present, local toy brands have more market shares in third- and fourth-tier cities. Most of them have been transformed from foundries of international brands to make their own brands. The level of production and processing is very high, and the control of product quality and factory management have also accumulated good in the early stage. Experience, but **** domestic toy companies in product innovation, design and marketing capabilities compared with foreign children's brands for hundreds or decades, there is still a big gap. Statistics show that 75% of children's toys in the world are produced and processed in China. A reporter from Beijing Business Daily saw at the Beijing Play Expo that there were hundreds of **** brand exhibitors from more than 20 countries and regions, including Fisher from the United States, HAPE from Germany, Lego from Denmark, Mi Lu dolls from Japan, and China Chicco brands in Taiwan and **** toy brands in mainland China are rare.   According to customs statistics, in 2014, China’s toy exports were US$26.336 billion, a year-on-year increase of 41.37%; over the same period, Guangdong, the largest toy export province, had toy exports of US$17.34 billion, a year-on-year increase of 47.7%, accounting for 65.85% of the country’s toy exports. Toy processing and trading enterprises have gradually shifted from simple processing and assembling with imported materials to processing trade with imported materials. In fact, the growth of independent brands is also accelerating. In 2014, in the export composition of Guangdong's toy processing trade, imported materials processing trade increased by 15.7%, while custom materials processing and assembling fell by 31.8%. General trade with private brand exports rose from 28.2% in 2010 to 37.04%.   According to insiders in the retail industry, there is also a channel crisis in the imported toy market in first-tier cities. Toy brands are generally sold through two channels, one is store counters and the other is specialty stores. The former accounts for a relatively large proportion. However, in recent years, department stores have generally weakened sales and reduced passenger flow, which has also affected the sales of toys. However, e-commerce is becoming a new channel for toy brands. At the same time as the Beijing Play Fair, also conducts toy promotion activities at the same time.
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