Gifts / Sports & Toys

Compared with previous years, this year's "Double Eleven Shopping Festival" all platforms have to be much lower-key-no longer publish record numbers in the first time, nor publish the brand list that has entered the 100 million yuan club. At 0:00 on November 12, the two major e-commerce platforms announced transaction volume data: Tmall Double 11’s total transaction volume was 540.3 billion yuan; Jingdong Double 11’s cumulative order value exceeded 349.1 billion yuan.

During the "Double Eleven" period, Tmall and JD.com both launched brand/single product sales lists. According to the "Double 11 Hot List" in Tmall's list, reporters from the Chinese and Foreign Toys All Media Center compiled 7 categories of toys, including hand-made, plush, audio wall charts, building blocks, electric remote control cars, children's puzzles, and children's robots. List. From the perspective of the brands on the list, domestic brands occupy more positions on the list, especially those with audio wall charts, children's puzzles, and children's robots are all domestic toys. (Because the "Double Eleven Hot List" was cancelled after 24:00 on November 11, the content of the list is different from the final one. The "Double Eleven Price" is the event price marked on the product page without deducting the full discount)

The u3000u3000▌ figure category covers different types of fashion games such as assembled models, sculptures, blind boxes, figures, etc. Hot-selling products include both IP authorization and original images. It is worth mentioning that Bubble Mart, as a leading domestic fashion brand, used blind boxes as the most popular products in the past, but two "big babies" are on the list this time.

u3000u3000▌Wen Tong and Yi Pin Dolls are soft toy brands that have developed rapidly in recent years, and their hot-selling products are not authorized. Babycare’s Kabuli duck and Kalulu’s sand sculpture repetition duck are all net celebrity plush toys.

In the u3000u3000▌ audio wall chart, Leleyu occupies the most seats, followed by Maobeile. Among the best-selling products, the "Lop-eared Rabbit Audio Point-Reading Wall Chart", "Chinese and English Point-reading Wall Chart", and "Full Pin Learning Tablet" have been on the list many times. The reason for this phenomenon is that the products of these brands are sold in different Tmall stores, and the overall price difference is not big.

u3000u3000▌Tmall platform statistics not only include plastic building blocks, but also wooden building blocks and magnetic building blocks. Except for Lego's two hot-selling products, which are suitable for older consumers, the rest are children's building blocks.

▌In the list, the hot-selling products of Sigge, Bassebo, and Smeet are remote control cars that children can ride, and they are more inclined to strollers; Huile’s "Happy Paradise Bus" is an early childhood education product for infants and young children with electric functions. Support remote control; Xiaomi's "smart building block road racing" is a remote control building block car. It can be seen that the products counted in this list are electric or remote-controlled car toys, which are different from the conventionally classified remote-controlled car toys.

u3000u3000▌In traditional cognition, most puzzles are made of paper materials, and secondly they are made of wood. In recent years, metal has become a new material for jigsaw puzzles, and metal jigsaw puzzles represented by Pinku and Art Models have become upstarts in the puzzle world.

u3000u3000Pincool's gold-winged bird crown metal puzzle

u3000u3000▌IP and deformation are the more obvious attributes of child robots. "Giant Strike Team", "Super Flying Man", "Kabao Car God", "Mini Agent Team" and "Variable School Bus" have obvious advantages in transforming toys. In addition, the phenomenon that the same product occupies multiple seats in the list is still the result of products being sold in different stores.

u3000u3000JD Toys Hot List

u3000u3000 This year's double eleven, the toy hot selling list on the JD platform is statistically timed from October 14th to November 11th, with brand sales as the statistical standard. A reporter from the China and Foreign Toy Media Center selected the top 10 sales of all brands of toys and three sub-categories of early childhood education and Qizhi, building block spelling, and fashion animation, and made the table below.

u3000u3000 After 13 years, "Double Eleven" is a big day for e-commerce promotions, and it has also attracted the participation of many offline channels. However, as e-commerce platforms continue to "create" more e-commerce festivals, consumers' enthusiasm for shopping on "Double Eleven" has been reduced. Manufacturers participating in the e-commerce festival are also exhausted due to frequent e-commerce festival activities, extended e-commerce festival time, and complicated rules of gameplay.

u3000u3000 What is the attitude of toy manufacturers towards frequent e-commerce festivals? What preparations do toy manufacturers need to do to prepare for the large e-commerce festival? What is the layout of the e-commerce festival in the future? The "E-commerce Festival Special" published in the December 2021 issue of "Chinese and Foreign Toy Manufacturing" magazine will find answers to these questions.