Toy retail survey in the first quarter: big-name sales and stable new brands rely on hot spots

"Chinese and Foreign Toy Manufacturing" teamed up with 14 key shopping malls in 9 cities including Beijing, Shanghai, Guangzhou, Chengdu, Urumqi, Changsha, Guilin, Zhongshan and Nantong. Recently, the retail sales survey in the first quarter of 2017 was conducted. The results show that consumers' demand for children's robots has risen, which has become an opportunity for related manufacturers to make a name for themselves. However, even in the Spring Festival market, the overall market is still not stunned, and the highlights are not. After the market hopes that the Guangzhou Toy Fair will be held in April, a large number of new products will bring more surprises.

Less change in brand position on the list

Compared with the best-selling toys list in the last quarter of 2016, the reporter found that the brands and rankings in this issue have changed little. Lego, Mattel, Hasbro, Bandai and other international brands and Dasheng, Audi double drill, smart, Domestic brands such as Huile and Yade are still frequent visitors on the list. The reason is that these brands are very stable in the department store channel and consumers' minds.

“For many department store super and large toy stores, the early entry brands have been deeply cultivated through many years of channels, and the cooperation with the stores has been very smooth, and the well-known brands at home and abroad are in the minds of consumers. He has already been deeply impressed. "Xu Shaobai, the trading and management department of the Fangzheng Village of Fangfang, believes that compared with other categories, the frequency of brand adjustments of toys in department stores is very low. And as the area of ​​department store toy counters shrinks, the threshold for new brands to enter is higher.

“The introduction of high-grade brands can enhance the grade and image of the mall. Introducing brands that can represent current and future fashion trends can enhance the market-leading power, while introducing better brands in other places is to obtain economic benefits. Through the brand Adjusting and improving the combination and composition of the brand can attract more consumers and thus enhance the competitive advantage of the mall itself. However, from the current point of view, the mainstream brands in the domestic first- and second-tier city toy market are still few, and the new brand shakes them. The status is not easy." Xu Shaobai said.

Robot boom helps the new army

As mentioned above, the introduction of products that represent current and future trends can enable department stores to establish a trend-setting fashion image. For some new brands, it is also a good opportunity to expand the influence of the brand by entering the high-end channel of department store super.

As predicted in the first quarter of the retail survey, children's robots in the first quarter of 2017 are still a highlight in the toy market. Yingjia's two remote-controlled machine products are still on the list. The most unexpected thing for the reporter was a product called “Loneng K1 Smart Warfare Robot”, which was ranked eighth in the toy hot list of Chengdu Wangfujing Department Store Co., Ltd. for the first time, and is a well-known brand of smart products. Fire Rabbit is more popular.

According to the reporter's understanding, the manufacturer of Le Neng K1 intelligent warfare robot is the Lianyu Toy Factory in Chenghai District, Shantou City. The toy factory used to be the main water gun toy. This time, the smart robot product has just been launched, which can be sold in the market. First, because the market demand for such products is large; second, the cost-effectiveness of this product. According to the manager of Chengdu Wangfujing Department Store Co., Ltd., the price of the Le Neng K1 smart warfare robot is about 200 yuan. It is very rich in function. It is especially hot during the Spring Festival, and it is very good for gifts.

Le can K1 smart warfare robot

New products in April can bring Wanghou City

From the list of the first quarter of 2017, there are not many new products, and there are few hot spots in the market, which makes the whole toy sales seem a bit stunned. However, at the just-concluded Guangzhou Toy Fair, the reporter saw various new products from the manufacturers taking turns, many of them started shipping in mid-April, and they were able to meet consumers at the terminal in late April. At the same time, many large domestic distributors are also actively looking for new products at the exhibition, ready to bring more new products to stimulate the market. It is expected that the hot selling nodes in the second quarter will be concentrated during the May 1 holiday and the Children's Day, and it is expected that a number of new products will stimulate consumers' desire to purchase and bring prosperity to the market.

Buyers at Guangzhou Toy Fair actively explore new products

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