Gifts / Sports & Toys

With the gradual improvement of Made in China and cultural influence, and the accelerated development of cross-border export platforms, China Chaoplay has also begun to explore a larger and more mature international trade market. In this context, the trend of China going out to sea for fun has become a major trend.

First, stimulated by the listing of Bubble Mart, since 2020, more and more players have emerged in the domestic trendy track, resulting in increasingly fierce competition in the industry. According to the survey of Frost Sullivan Prospective Industry Research Institute, according to the concentration of the top five in the market, the concentration of CR5 in China's fashion game industry is less than 25%. The leading brands in the industry, such as Bubble Mart, 52TOYS, ToyCity, TOPTOY, are competing fiercely to seize the market. In order to break the situation, many brands choose to develop in the international trade market.

Second, the international trade tide game market is still a blue ocean with huge development potential. According to the Frost Sullivan report, the scale of the global tide game market has increased from US $8.7 billion in 2015 to US $19.8 billion in 2019, with a rapid growth, and is expected to reach US $44.8 billion in 2024. In addition, the user group of the international trade tide game is similar to that of the domestic market, which is dominated by women, accounting for 75%.

Taking 52TOYS as an example, since it started authorizing international trade agents in 2017, it has entered many markets such as Japan, Southeast Asia, Australia and the United States. In 2020, it settled in Amazon, Japan, focusing on BEATSBOX deformation toys. The sales scale in 2021 increased by four times compared with the previous year. In 2021, the total sales of its trendy products, Amazon, Japan, increased by 300% year on year.

Third, the overseas markets such as Japan and South Korea have relatively mature development of the hip-hop industry, and the relevant laws and regulations are relatively sound, which is more conducive to the development of China's hip-hop industry. China's fashion game industry is currently in the initial stage of development and still faces many development difficulties. First, the protection of intellectual property rights is insufficient. At present, piracy and plagiarism are frequent in the fashion game market; The second is that the market of Chaoyu is less standardized and the transaction information is not transparent, resulting in the phenomenon of high prices from time to time; Third, the industry lacks unified standards, the quality of Chaoplay products is mixed, and fake and unqualified products flow into the market, which has hit the enthusiasm of consumers and restricted the development of Chaoplay industry.

However, the development environment of the overseas trendy game market is obviously better than that of the domestic market. Taking the Japanese market as an example, the Japanese fashion industry relies on the mature development of the animation industry and forms a two-way circular and mutually promoting industrial chain in terms of content and IP derivatives. Moreover, China's animation culture is mainly affected by Japan's anime culture, and the entire Chaoyou industry is also affected by Japanese culture. Therefore, Chaoyou can learn from the development of Japanese animation and overseas Chaoyou industry and accelerate the industry's maturity.