Gifts / Sports & Toys

On May 20th, Tmall announced that this year's 618 will be officially launched at 8pm on May 24th, and the balance payment will begin on June 1. The activity will last for 20 days.

How do companies stock up for the upcoming promotion period? You can make predictions about sales dynamics by combing the sales data in April.

According to the analysis report on the sales data of toys and baby products on the Tmall platform in April 2021 released by the China Game Association, in the toy category, trendy and collectible toys performed well.

Among the baby products category, the sales of safety seats increased the most year-on-year, reaching 14.9%. Special reminder: The newly revised Law on the Protection of Minors will be implemented on June 1st of this year. Article 18 further emphasizes the importance of safety seats.

1. The sales of hand-made toys doubled, but the average price dropped by 29.5%

The sales of hand-made toys increased the most year-on-year, reaching 128.8%, followed by blind boxes, with a year-on-year increase of 96.7%.

In terms of average price, the average price of blind box toys increased by 19.9% year-on-year, but the average price of hand-made toys decreased by 29.5% year-on-year.

The proportion of hand-made toys in the price range of sales also reflects the changes in their average prices. The sales in the price range of 150-200 yuan increased by 10% year-on-year; the sales in the price range of 50-100 yuan increased by 18.2% year-on-year, while Sales in the price range above RMB yuan decreased by 25.8% year-on-year.

The sales of blind box toys accounted for the TOP5 brands: Bubble Mart, Ruolai, 52TOYS, Ruotai, and Zhongdong Toys.

2. The sales of car model toys increased by 8% year-on-year, and products below 50 yuan accounted for 37.9%

In April, the sales of car model toys increased by 8% year-on-year, and the average price increased by 2.6% year-on-year.

From the perspective of product prices, products in the price range below 50 yuan have the highest sales, accounting for 37.9%. The best-selling product is TAKARA TOMY/Domecar Lamborghini sports car Nissan GT, with an average transaction price of 46.6 yuan.

Secondly, sales in the price range of 50-100 yuan ranked second, accounting for 26.6%. The best-selling item was Maisto/Merci Figure 1:12 Ducati Yamaha Kawasaki H2R motorcycle, with an average transaction price of 81 yuan.

3. The average price of building blocks increased by 17.3% year-on-year, and the proportion of sales in the price range above 1,000 yuan increased by 5.3%

In April, the average price of building blocks increased by 17.3% year-on-year.

From the perspective of price range sales, product sales in the price range of 300-400 yuan accounted for 9.6%, an increase of 2.2% year-on-year; product sales in the price range of 400-1000 yuan accounted for 17.3%, an increase of 4.3% year-on-year; The sales of products in the price range above 1,000 yuan accounted for 12.4, a year-on-year increase of 5.3%.

The best-selling item in the price range of 1,000 yuan or more is the LEGO/Lego mechanical group Bugatti Veyron, with an average transaction price of 2,144 yuan.

The best-selling item in the price range of 400-1000 yuan is Senbao Shandong Ship Cultural and Creative Building Blocks, with an average transaction price of 527 yuan.

4. The average price of children's four-wheel strollers increased by 4.2% year-on-year, and high-view strollers were the best seller

In terms of sales ratio, high-view strollers are the most popular, accounting for 34.4% of sales; secondly, the sales of portable strollers weighing less than 7.5KG accounted for 32.1%.

From the perspective of sales in the price range, high-view strollers priced at 1500-3000 yuan accounted for the largest proportion, reaching 12.0%; followed by portable strollers priced below 300 yuan, accounting for 9.0%; High-view strollers and light strollers in the range of 300-600 yuan each account for 7.7%.

The best-selling item in the price range of 1500-3000 yuan is the Kinderkraft high-view lightweight folding child trolley, with an average transaction price of 1688 yuan.

The best-selling item in the price range of 300-600 yuan is Goodbaby/Goodbaby ultra-lightweight folding pocket car, with an average transaction price of 584 yuan.

5. The sales of safety seats increased by 14.9% year-on-year, and the sales in the price range of RMB 2400-3000 accounted for 31.9%

In the first quarter, the sales of safety seat category increased by 14.9% year-on-year, and the average price increased by 5.2% year-on-year.

From the perspective of the applicable age group, the sales of safety seats for the age group of 16 months to 3 years are the highest, accounting for 66.9%. Among them, the sales of products in the two price ranges of 2,400-3,000 yuan and more than 3,000 yuan accounted for The ratio is 22.1% and 15.7% respectively.

The best-selling item is the Britax double-sided rider II safety seat under the age of 4, with an average transaction price of 3,687.

The Quintus/Quintas Q22-God of War child car seat suitable for children under 12 years old has an average transaction price of 2441 yuan.