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 for foreign trade and will also become an important channel for international trade in the future.

According to multiple sources, China's export cross-border e-commerce sellers are mainly concentrated in the Yangtze River Delta and Pearl River Delta regions, especially in Guangdong Province, Zhejiang Province, and Jiangsu Province. In 2018, the market share of 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 focuses on international trade exports, has not ignored this trend. At this year's Shenzhen Toy Exhibition, cross-border e-commerce was a highlight, with multiple exhibitors displaying the logo of "cross-border exclusive supply" at prominent locations on the exhibition stand. Many exhibitors' leaders also mentioned that they have contacted many cross-border e-commerce customers at the exhibition. According to the data released by the organizer, 9404 professional visitors to this exhibition are from the cross-border e-commerce field. This means that cross-border e-commerce sellers are also very interested in the toy category.

The scene of Shenzhen Toy Exhibition in 2021 is bustling with people

At this year's Shenzhen Toy Exhibition, many exhibitors displayed the "cross-border exclusive supply" logo in a prominent position on the booth

In China's toy industry, there are many enterprises that are already doing or intending to do cross-border e-commerce, and most of them are engaged in export business. As for whether to choose B2B or B2C mode, due to different considerations and practices of enterprises, for example, Qiantong Star mainly lays out B2B due to the high cost of B2C due to the characteristics of food and gaming products; Huawang lays out B2B due to its advantages in enterprise customization. Most gaming companies with independent brands will layout B2C, such as Haoyuan, Aoguang, Dasheng Toys, Ke'er, etc.

"Ke'er Doll" Brings Many New Products to Shenzhen Toy Exhibition in 2021

Ker doll products

In the B2C model, some enterprises will form teams to do direct sales, such as Bangbao Yizhi opening enterprise owned stores in Amazon and Quicksell. However, this model has a high investment, so more gaming companies are cooperating with cross-border e-commerce sellers. In addition, even if enterprises have direct cross-border e-commerce stores, they will cooperate with other cross-border e-commerce platform customers to broaden product sales channels and overseas market coverage.

Bangbao Yizhi Exhibits Many New Building Blocks at 2021 Shenzhen Toy Exhibition

Cross-border e-commerce has a significant impact on the export of toys. For example, Zhejiang Zhubi Crystal Crafts Co., Ltd., which specializes in DIY crystal beads, accelerated its development of overseas markets through Alibaba International Station last year, with a year-on-year sales growth of 80% and more than double the number of new customers it has expanded.

Li Zhuoming, President of Guangdong Toy Association, said that given that cross-border e-commerce will be an important trend in international trade exports in the future, Shenzhen Toy Exhibition will develop towards 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 terms of cross-border e-commerce exports, build high-quality platforms to create more, larger, and richer negotiation and cooperation opportunities for toy, stroller, and mother, baby, and child enterprises.

Longqi Toy Factory has just begun to layout cross-border e-commerce in recent years. Miss Yang, the person in charge of the company, is very optimistic about the prospects of cross-border e-commerce. "Traditional foreign trade needs a long time to accumulate, and only when there is a foundation for cooperation with foreign customers can there be a way to 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 international toy trade exports.