Gifts / Sports & Toys

Throughout the world, cross-border e-commerce has developed from scratch for more than 20 years. It has gone through a brutal growth period and gradually entered the stage of standardized development. From the perspective of China's situation, cross-border e-commerce has gradually improved its industrial chains with the support of policies. In addition, with the COVID-19, more and more enterprises have entered the race. Cross-border e-commerce is becoming a new growth point of foreign trade and will become an important channel of international trade in the future.

According to various data, China's export cross-border e-commerce sellers are mainly concentrated in the Yangtze River Delta and the Pearl River Delta, especially in Guangdong Province, Zhejiang Province and Jiangsu Province. In 2018, the market share of export cross-border e-commerce sellers in Jiangsu, Zhejiang and Guangdong provinces reached 51%, with Guangdong province accounting for 21%, ranking first.

China's cross-border e-commerce industry is developing rapidly, and the toy industry, which mainly focuses on international trade and export, has not ignored this gap. At this year's Shenzhen Toy Fair, cross-border e-commerce was a highlight, and many exhibitors marked "cross-border exclusive supply" at the prominent position of the booth. Many exhibitors' leaders also mentioned that they met many cross-border e-commerce customers at the exhibition. According to the data released by the organizer, 9404 of the professional visitors to the exhibition were in the field of cross-border e-commerce. This means that cross-border e-commerce sellers are also very interested in toy categories.

The scene of Shenzhen Toy Exhibition in 2021 will be full of people

At this year's Shenzhen Toy Exhibition, many exhibitors put up the "cross-border exclusive supply" logo at the prominent position of the booth

In China's toy industry, there are many enterprises that are already doing or intend to do cross-border e-commerce, and most of them are doing export business. As for whether to choose B2B or B2C mode, due to the different considerations of enterprises, the practices are also different. For example, the cost of B2C is too high due to the characteristics of children's food and entertainment products, so the main layout is B2B; Huawang lays out B2B due to its advantages in enterprise customization. Most play enterprises with independent brands will layout B2C, such as Haoyuan, Aoguang, Dasheng Toys, Keer, etc.

"Ke'er Doll" appeared at Shenzhen Toy Exhibition in 2021 with many new products

Ker doll products

In the B2C model, some enterprises will set up teams to do direct sales, such as the opening of enterprise self-operated stores in Amazon and Quicksell. However, the investment in this model is relatively high, so more game companies are cooperating with cross-border e-commerce sellers. In addition, even if enterprises have direct cross-border e-commerce stores, they will also cooperate with other cross-border e-commerce platform customers to expand product sales channels and overseas market coverage.

Bangbao Yizhi exhibited many new building blocks at the 2021 Shenzhen Toy Exhibition

Cross-border e-commerce plays an obvious role in promoting the export of toys. For example, Zhejiang Zhubi Crystal Crafts Co., Ltd., which mainly sells DIY crystal beads, accelerated its overseas market development through Alibaba International Station last year. Its sales volume increased by 80% year on year, and the number of new customers expanded more than doubled.

Li Zhuoming, president of Guangdong Toy Association, said that in view of the fact that cross-border e-commerce will be an important trend of international trade exports in the future, Shenzhen Toy Fair will develop in the direction of simultaneous domestic and foreign sales, and continue to tap the resources of international trade exports on the basis of consolidating domestic sales. In particular, in the area of cross-border e-commerce export, we should build a high-quality platform to create more, larger and richer opportunities for negotiation and cooperation for enterprises of toys, baby carriages, mothers and children.

Longqi Toy Factory has just begun to layout cross-border e-commerce in recent years. Miss Yang, the head of the company, is very optimistic about the prospect of cross-border e-commerce. "Traditional foreign trade needs to be accumulated for a long time, and only when there is a foundation for cooperation with foreign customers can we do a good job, while cross-border e-commerce channels are faster and faster." She believes that in the future, cross-border e-commerce channels may become the main channel for toy international trade export.