How is the toy industry now?
The core data of this paper: market size, concentration and number of brand fans.
Tide play is mainly divided into four categories.
Trendy toys, that is, tide play, are toys with multi-element concepts such as art, design, painting, sculpture and animation. , which has emerged in recent years with independent IP and trend attributes. Tide play types include blind box, handmade, BJD and artistic toys. Most of them are ornaments or sculptures, which have the attributes of luxury goods. Its audience is mainly young people, and its high value and strong sense of design meet the individual aesthetic needs of young people.
With the rapid development of the industry, the market scale is growing rapidly.
According to the prospectus of POP MART, the retail market of trendy toys in China is growing rapidly. From 20 15 to 2020, the industrial market scale of Wan Chao in China will increase year by year, and the growth rate will always be above 10%. In 2020, the market size of China Wan Chao will reach 22.9 billion yuan, up 65,438+00.63% year-on-year.
Market concentration needs to be further improved
According to the concentration of the top five markets, the CR5 of the industry is only 22.8%, and the competition is fierce, which leaves greater opportunities, more market gaps and greater development space for the main competitors and potential entrants of the industry. In addition, at present, the main category of trendy gameplay is blind box, and the main direction of POP MART and other industries is blind box market. Therefore, under the premise of more market gaps, how to develop other categories other than blind boxes is a problem that representative enterprises in the industry should consider.
First-Mover advantage forms brand moat
In terms of the number and attention of fans representing enterprises, the Tmall flagship store of POP MART and Sina Weibo have the largest number of fans, followed by Ruolai and Looking for Unicorn. But overall, the number of fans of POP MART is several times that of the second and third places, which is much higher than other manufacturers in the tide play industry.
Under the background of the first-Mover advantage of POP MART, the company gradually builds the advantages of users and products, further strengthens brand awareness, attracts high-quality designers, and then gathers more IP to form a virtuous circle. Therefore, the first-Mover advantage of POP MART has brought a strong Fu Rui scale effect and formed a brand moat.
The future market scale is expected to exceed 654.38+030 billion yuan.
According to the current development trend of China Wanchao industry, under the background of consumption upgrading, Wanchao industry still has huge market potential for enterprises to tap. Therefore, the tide play industry will maintain a high growth rate of more than 20% in the early stage of growth. In 2026, the market size of China Wan Chao industry is expected to reach 654.38+0328 billion yuan.
For the above data, please refer to the Analysis Report on Market Foresight and Investment Strategy Planning of Trend Toys (Tide Play) Industry in China by Forward-looking Industry Research Institute.