In the middle of the year, the big tide is "very busy"

□ Our reporter Lu Yue

New products are sale, various IPs are strongly eye -catching, and Guo Chao building blocks have become the "traffic king" of the market ... The tide game market is particularly eye -catching in the upcoming "618". According to data from whale ginseng, the cumulative sales volume of Tide/Anime toys exceeded 3.8 million pieces from January to May this year, an increase of more than 30%year -on -year; cumulative sales exceeded 400 million yuan, an increase of 40%year -on -year.

New products are sale classics and original "Hui"

On June 12, the popular "King of Monster" Godzilla entered Tmall International and opened the "Godzilla overseas flagship store". Consumers can directly buy the official authorized products of overseas direct mail.

In addition to Godzilla, during the "618" year of this year's "618" promotion, multiple new IP genuine new products in the world ushered in concentrated on sale -for example, Tmall International, the genuine "Coco Duck Duck Duck "Doll, a limited edition of Japanese trendy cultural symbols, BEARBRICK, Japanese contemporary artists, surrounded by the Sun Flower, and Overseas Genuine Genuiners such as Bandai Gundam, One Piece, Digimon, Ultraman, etc. In the JD.com "618" event, the little prince OTRX Luban 7 joint tide speaker, butter cat space cabin cat mobile charging treasure, which was launched by Elvis and King Glory, met many trendy toys with consumers.

As a trendy giant, TOP TOY has explored the original IP incubation and enhanced design capabilities, and also released a new product that more cater to the needs of young consumers. During the "618" period, Top Toy's exclusive and joint products ushered in a new outbreak period. Among them, the three new hands -on and garden baby song series blind boxes were a new series. In addition, the Lehua family's "Huahua World" series of blind boxes, vigorously recruiting wealth workers series blind boxes, TOP TOY time capsules series, Mountains and mountains, night Qing series blind boxes, chrysanthemum people, and strong wealth X Once the new products such as the "Rough Vegetables" of the vegetable dog are listed on the market, they have been enthusiastically sought after by consumers. They consume interest with the new IP product, which meets consumers' pursuit of "novel" IP products, and its sales performance is particularly significant.

Guo Chao Building Blocks Playing the Market "Flow King"

In the recently released "Tmall Trend Toy White Paper", Tmall shows that the adultization trend of the toy market is obvious, and the average annual growth rate of trends and collection toys has reached 26%. Among them, the building blocks have become the most repurchase attributes in the industry category. At present, the building block category has covered the demands of people from the age of 1.5 to 90. The building blocks produced by the Chenghai supply chain, which are known as the "China toy Capital", have exceeded 50%of the 10 billion market size. Among them, Mori Board Blocks, Keeppley, Pindu, TOPTOY, etc. are all sold at home and abroad.

People in the industry pointed out that the building block category ushered in explosive growth in the tens of billions of markets. At the same time, the sales performance of the industry was optimistic again during the "618" period this year. According to data provided by Taobao Tmall, the building blocks have become the largest segment toy category on the platform. Since the pre -sale of "618", the cumulative amount has increased by more than 100%year -on -year. The reporter noticed that at the moment when the building blocks are popular, the new Chinese scene of domestic assembly of building blocks has also become a new popular. In the field of toys, the national tide IP shining with Guo Chaochi, IP Chao Play Blind Box, and programmable robot STEAM Toys, also highlights the crowd of classic IP worldwide, becoming a new "traffic king" in the field of toys Essence

"This year we officially turned the building blocks into the strategic category of TOP 1, and opened the first Tmall flagship store in TOP TOY China Buy in April to start the concept of 'Chinese building blocks' to help the overall channel performance of the building block category increased. Series products, fully excavate the commercial value of the building block category. "Top toy said in an interview with reporters.

Heavy fists to strike the "Yull Party" to reshape the industry order

The reporter noticed that, unlike previous years, this year, with the "618" of the "618" in the Chao Play Industry, the "gun sound" was promoted, and the tide game industry also set off a "beep" storm represented by unicorn.

It is reported that with the prosperity of the e -commerce industry, the game market has attracted the attention of the "ox party" due to its unique attributes and ultra -high heat. It interfere with the normal transactions of ordinary consumers through machine crawlers, crowdsourcing in the social group, and false identity registration. The sale behavior of hoarding strangely not only disrupts the normal market order, but also seriously affects the development of the industry.

For example, the Farmer Bob Island Blind Box Series products have appreciated in the eyes of players when the starting seconds empty and the sales of single products exceeds 10 million. "".

In this regard, find a variety of means to find unicorn, such as the joint Taobao platform to screen for abnormal orders, forced the cancellation of abnormal orders, and increase the setting verification program to crack down on scalper software to buy, live on the live broadcast room from time to time, etc. At the same time, the ox "sales products are also punished for illegal sales behavior. At the end of 2021, Bubble Mart also emphasized that he hoped that the high -end tide play products it launched can be owned by real players and collectors, instead of firing sky -high prices in the hands of the ox, so that real enthusiasts are discouraged. In this regard, the bubble Mate is always trying to explore better solutions.

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