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 cross-border e-commerce sellers are mainly concentrated in the Yangtze River Delta and Pearl River Delta regions, with Guangdong Province, Zhejiang Province, and Jiangsu Province being the most concentrated. 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 as a toy industry mainly focused on international trade exports, this trend has not been ignored. At this year's Shenzhen Toy Exhibition, cross-border e-commerce was a major highlight, with multiple exhibitors prominently displaying the logo of "cross-border exclusive supply" at their booths. Many exhibitors have also mentioned that they have come into contact with many cross-border e-commerce customers at the exhibition. According to data released by the organizers, 9404 professional visitors to this exhibition were from the cross-border e-commerce field. This means that cross-border e-commerce sellers are also very interested in the toy category.

The 2021 Shenzhen Toy Exhibition has a thriving flow of people on site

At this year's Shenzhen Toy Exhibition, many exhibitors prominently displayed the "cross-border exclusive supply" logo on their booths

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, different companies have different considerations and approaches. For example, Qiantong Star mainly focuses on B2B due to the high cost of B2C due to the unique features of its food and gaming products; Huawang's B2B layout is based on the advantages of enterprise customization. Most gaming companies with independent brands will layout B2C, such as Haoyuan, Aoguang, Dasheng Toys, Ke'er, etc.

'Ke'er Doll' Appears at the 2021 Shenzhen Toy Exhibition with Numerous New Products

Ke'er Doll Products

In the B2C model, some companies will form teams to do direct sales, such as opening enterprise owned stores on Amazon and AliExpress. But this model has a higher investment, so more gaming companies are collaborating with cross-border e-commerce sellers. In addition, even if companies have direct cross-border e-commerce stores, they will cooperate with other cross-border e-commerce platform customers to expand product sales channels and overseas market coverage.

Bangbao Yizhi showcases numerous new building block products at the 2021 Shenzhen Toy Exhibition

The promotion effect of cross-border e-commerce on toy foreign trade exports is very obvious. For example, Zhejiang Zhubi Crystal Crafts Co., Ltd., which specializes in DIY crystal beads, accelerated its expansion into overseas markets through Alibaba International Station last year, with sales increasing by 80% year-on-year and expanding more than double the number of new customers.

Li Zhuoming, President of the Guangdong Toy Association, stated that given that cross-border e-commerce will be an important trend in future international trade exports, Shenzhen Toy Exhibition will develop towards simultaneous domestic and foreign sales, and continue to tap into the resources of international trade exports while consolidating the foundation of domestic sales. Especially in the field of cross-border e-commerce exports, we aim to build high-quality platforms and create more, larger, and more diverse opportunities for negotiation and cooperation for toy, stroller, and mother, baby, and child enterprises.

Longqi Toy Factory has just begun to layout cross-border e-commerce in recent years. Ms. Yang, the person in charge of the company, is very optimistic about the prospects of cross-border e-commerce. Traditional foreign trade requires long-term accumulation and a foundation of cooperation with foreign customers in order 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.