Gifts / Sports & Toys

No longer large-scale nucleic acid, tight connection and centralized isolation, COVID-19 was renamed COVID-19 infection, and novel coronavirus infection was subject to "Class B and Class B control"... The introduction and implementation of a series of policies were all declaring the end of three-year epidemic prevention. The sudden release made toy manufacturers, who had not expected much from the peak season at the end of the year, feel the turn of the road and take action to prepare for the peak season from the end of the year to the Spring Festival.

Give the industry a shot in the arm

Since the beginning of the year, Huacheng's import and export data has been paying close attention to the operating conditions of manufacturers, and also personally felt that the industry was full of confidence at the beginning to shake its head and groan later. It can be said that in 2022, the frequent outbreaks and stricter epidemic prevention and control policies in China will become a dark cloud over the industry. As soon as the policy of opening this time was adopted, the industry was immediately revived. I thought that even if the market could not recover immediately, there was hope.

According to the Huacheng Import and Export Data Observation Report, the online channel responded quickly to the policy. A person in charge of an electronic and electric toy enterprise said that once the policy was liberalized, the e-commerce customers they worked with reported that the sales of products had soared, and they all said they wanted to replenish, and constantly urged the factory to deliver goods quickly.

Ma Long, the general manager of Beijing Yonghua Jiaye Science and Trade Co., Ltd., who has devoted himself to e-commerce for many years, also has confidence in the market. He predicted that the market would start to recover in April 2023, and by May, he would be able to show his skills again. "I firmly believe that the epidemic that plagues everyone will eventually become a thing of the past."

The offline entity recovery will be relatively slow. Liang Duobao, the general manager of Guangzhou Yinghai Toy Firm, estimated that, based on his years of experience in Yide Road, the market would not recover to its former glory until the second half of 2023: "When everyone is not too concerned about the epidemic, people who should go shopping and shopping will come out."

Be cautious in preparing goods without taking risks

Although the policy liberalization is good news, the industry will not be blindly optimistic, but more conservative and cautious, because the timing of the liberalization is a little subtle for the toy industry. On the one hand, at this time, there is still some time before the end of the year, and the manufacturers still have time to stock up for the peak season. On the other hand, the distributors have not digested the inventory, so the pressure is great. At this time, when they purchase products suitable for festival sales, the pressure on warehouse, capital and other aspects will only be greater. In view of the current epidemic situation, the sales situation from the end of the year to the Spring Festival is full of uncertainty, and the Spring Festival in 2023 is relatively early, so there is not much time reserved for channel operators to promote. Therefore, prudence and risk free have become the main tone for channel operators to stock up. Huacheng's import and export data observation report.

Xu Jinzhong, the general manager of Ningbo Elf Children's Products Co., Ltd., said that, based on the overall assessment, the stock for the 2023 Spring Festival will be conservative, and it is planned to reserve about 70% of the stock by 2022.

"In 2023, the Spring Festival stock will not be as much as before. It is estimated that it will not exceed half of the previous years. In addition, it will mainly be hot sales, plus some new models, such as gift boxes, and items with higher customer prices. The regular models will not be prepared too much, for fear of being unsalable." Malone said that they would rather replenish the goods after they are out of stock, rather than unsalable.

Three categories of toys become popular options

According to the observation report of Huacheng import and export data, what goods do manufacturers mainly prepare for the peak season from the end of the year to the Spring Festival? For the sharing of comprehensive channel providers, the goods preparation products are divided into the following three categories:

1. Traditional. Soft bullet guns, remote control vehicles, remote control aircraft, and patched building blocks are all necessary categories for channel merchants every Spring Festival. From the current stock situation, the soft bullet guns of Handy, Jianfeng and other brands, the remote control cars of Shengxiong, Sulong, Taoyitaoye and other brands, and the building blocks of Lego, Enlightenment, Senbao, Bruco and other brands are all popular products. It is worth mentioning that in addition to high-speed climbers and off-road vehicles, the remote-control tank vehicles, which will be popular in the 2022 Spring Festival, will also become one of the options for stocking this year. In terms of building blocks, aerospace, Spring Festival and other theme products are very popular.

2. Zodiac. Generally speaking, Chinese zodiac toys are mainly made of plush, but there are also other categories. Next year will be the Year of the Rabbit. In addition to rabbit plush dolls, Huile's Lucky Rabbit and Shifeng's "Flying Rabbit" intelligent toys have also performed well. In addition, the puzzle brand VOX fits in with the rabbit theme and has launched a variety of puzzle products, which have become a hot spot for stock.

3. Trends. The trendy toys for the Spring Festival are mainly IP licensed toys, and mainly include "Altman", "Marvel Hero", "Ye Luoli", "Cabo Cheshen", "Super Flying Man", "Hurricane Battle Soul", "Mengka Cheshen", "Mini Secret Service", "Douluo Mainland", etc. In terms of brand, Kayou is very popular. All its IP themed cards are hot spots for goods preparation, especially gift boxed products for the Spring Festival; Vandai, Zhongdong Toys, Buying Qiku, Audi Double Diamond, Zhangao are also good brands for distributors.

In addition to the above three categories, baby, early education, baby, family and other categories are also in the stock category. On the whole, distributors will focus on gift box and large box packaging products during the Spring Festival to meet consumers' demand for generous gift packaging during the Spring Festival. Huacheng Import and Export Data Observation Report.