Gifts / Sports & Toys

The China Game Association continues to pay close attention to, conduct in-depth analysis and review the sales data of 11 toy categories and 7 baby products categories on the Tmall platform. In particular, it conducts a comprehensive analysis of the data for the first half of 2021, hoping to pass the e-commerce platform for the brand in the second half of the year. Provide reference for marketing promotion.

In the first half of 2021, among the main categories of toys and baby products on Tmall’s platform, blind boxes (62.5%), figurines (42.7%), child safety seats (34.4%) and car models (18.0%) saw sales growth. . Among them, the categories with increased sales and average prices are blind boxes, child safety seats, car models, milk bottles and children’s four-wheel strollers, especially the year-on-year increase in sales and average prices of several major baby products Consumers have gradually shifted from paying attention to price to pursuing quality and individual characteristics.

Child safety seats: "Legislation" drives sales of high-quality products to become the first choice

From June 1, 2021, the "Law on the Protection of Minors" incorporates the use of child safety seats into national legislation. In the first half of 2021, the sales of child safety seats increased by 34.4% over the same period of the previous year, and the average price increased by 1.9% over the same period of the previous year. Judging from the changes in single-month sales in the first half of 2021, the legislation has greatly promoted the sales of child safety seats. Among them, the sales in June contributed 45.5% to the sales in the first half of the year.

In the first half of 2021, the sales of child safety seats in the price range of RMB 2,400-3,000 accounted for 15.0%, an increase of 4.5% over the same period of the previous year. The best-selling product in this price range is the Wheelton Star Wish child safety seat, with an average transaction price of 2883 yuan.

Four-wheeled trolley: 1500-3000 yuan product sales accounted for the highest proportion, a year-on-year increase of 6.5 percentage points

In the first half of 2021, sales of children's four-wheel strollers increased by 0.7% year-on-year, and the average price increased by 8.4% year-on-year. Sales in the price range of 1500-3000 yuan accounted for the highest proportion, at 28.7%, an increase of 6.5 percentage points over the same period last year, showing a clear trend of consumption upgrading.

The best-selling product for 1500-3000 yuan is the gb goodbaby D850 stroller shock-absorbing lightweight folding stroller OSA, with an average transaction price of 1790 yuan.

Milk bottles: 150-300 yuan sales accounted for the highest proportion, an increase of 2.5% year-on-year

In the first half of 2021, milk bottle sales increased by 0.9% year-on-year, and average price increased by 2.3% year-on-year. The sales in the price range of 150-300 yuan accounted for the highest proportion of 32.4%, an increase of 2.5 percentage points over the same period last year. The best-selling product in this price range is Hegen's PPSU baby bottle for newborns, with an average transaction price of 205 yuan.

Blind box: average price increased by 21.9% year-on-year, showing high-end

In the first half of 2021, the sales of blind boxes increased by 62.5% over the same period of the previous year, and the average price increased by 21.9% over the same period of the previous year. With the rapid growth of China's pan-two-dimensional user scale, the blind box market is also showing a trend of rapid growth. From the perspective of the sales of blind boxes by price segment, the sales of 50-100 yuan accounted for a high proportion, the price of a single blind box was basically 59-69 yuan, but the sales of blind boxes above 300 yuan accounted for 34.1%. Compared with the same period last year, an increase of 17 percentage points, blind box consumption showed high-end.

In the first half of 2021, the best-selling product in the price range of more than 300 yuan is the third-anniversary limited gift box hardcover version of "Competition Challenge" launched by the fifth personality. The average transaction price is 489 yuan.

Car models: Both sales and average prices increase, and children's car models tend to be refined and IP-based

In the first half of 2021, car model sales increased by 18.0% over the same period of the previous year, and the average price increased by 2.8% over the same period of the previous year. From the perspective of the proportion of different price segments, although the sales of less than 50 yuan accounted for the highest proportion, the sales of 50-100 yuan accounted for 26.1%, an increase of 3.7% over the same period last year, the largest increase. In the price range of 50-100 yuan, the best-selling single product is Hot Wheels/Hot Wheels Automobile Cultural Transportation Fleet Limited Edition, with an average transaction price of 89.8 yuan.