Gifts / Sports & Toys

In the first half of this year, despite the problems of poor logistics and insufficient supply, it still could not stop the desire of consumers, and global toy sales still showed a rapid growth trend. According to data recently released by the international market research company NPD Group, the 12 global toy markets included in the statistics (including Belgium, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Russia, Spain, the United Kingdom, and the United States) are in this year 1- The total sales of toys in June increased by 15% year-on-year, reaching 22.45 billion US dollars. If the impact of the epidemic is excluded, the increase is as high as 28% compared with the same period in 2019 before the epidemic.

From a country perspective, compared with the same period in 2020, all 12 countries have increased. If compared with 2019 before the epidemic, the United States' growth rate is extremely high, leading the second-ranked Germany (23%) with a performance of 40% by nearly double, Canada ranking third with a 20% growth rate, Belgium and the Netherlands. Russia and Russia both tied for fourth with an increase of 19%, while Spain and Brazil declined instead of rising, falling by 10% and 15% respectively.

From the perspective of the 11 major categories of products, sales in 12 countries have increased year-on-year in 2020. However, compared with 2019 before the epidemic, the following five categories of toy products have increased significantly: games/puzzles increased by 59%, outdoor/sports toys increased by 38%, building blocks increased by 38%, and baby/preschool toys increased by 14%. The doll grows by 10%. From the perspective of 29 statistical sub-categories, compared with 2019 before the epidemic, in addition to game sets, dolls and accessories (a decrease of 34%) and battle toys and suits (a decrease of 8%), sales are all different. increase. The highest increase was for strategic cards, which increased from US$342 million in sales in the first half of 2019 to US$806 million in the first half of 2021, a 136% increase. From the perspective of the world's largest toy market-the United States, this year's special situation is that the price of toys has increased significantly compared to before the epidemic. According to data from the NPD Group, US toy sales are 11 billion U.S. dollars, an increase of 19% year-on-year in 2020, while sales growth is 13%, and the volume growth is lower than the amount growth, indicating that the price has risen. The average selling price in the first half of this year was US$10.51, a year-on-year increase of 6%. Starting from 2018, the compound annual growth rate of the average price of toys is 9%, but the compound annual growth rate of sales is flat, and the price increase trend is obvious.

In terms of China's toy exports, the overall data is equally eye-catching. According to statistics, from January to June this year, my country’s toy exports totaled 111.605 billion yuan, an increase of 51.3% and 34.9% respectively compared to 2020 and 2019. The total toy export data in the first half of the year showed that my country's toy exports showed an upward trend.

From different dimensions of data, the following two highlights are worth paying attention to: First, general trade is the main focus. At present, general trade is the main form of toy exports. According to customs data, the export value of general toy trade in the first half of the year was 66.42 billion yuan, an increase of 66.3% year-on-year, accounting for 59.5% of the total export value. Processing trade and bonded logistics (including "inbound and outbound goods in bonded customs supervision sites" and "logistics in special customs supervision areas") increased by 18.2% and 22.1%, respectively.

Second, the traditional market has rebounded significantly. my country's toy export destinations are still mainly in Europe and the United States. According to customs statistics, the United States and the European Union were the top two countries and regions in toy exports during the first half of the year. Among them, exports to the United States were 85.15 billion yuan, a year-on-year increase of 102.3%; exports to the EU were 53.14 billion yuan, a year-on-year increase of 75.9%. Some emerging markets have also grown rapidly. Among them, exports to ASEAN (except Brunei and Cambodia) in the first half of the year were 18.16 billion yuan, a year-on-year increase of 14.3%. Due to the complex and changeable international situation in recent years, toy companies have opened up new markets one after another on the basis of consolidating the original market. According to customs data, Pakistan, Saudi Arabia, the United Arab Emirates, Kazakhstan, Chile, the Netherlands, Sweden, Ukraine, South Africa and other emerging markets have achieved good growth in export value.