Collection Value Toy Has Great Potential, And Building Block Toys Cover All Ages

The demand of people with feelings for collection is mainly the exploration of scarce goods. How to accurately find such consumers and effectively show the scarcity of products is the difficulty of business. In terms of category opportunities, the demand for antique clothing has increased greatly, and cotton dolls with collection value, such as Dawa, locomotive models and mecha models, have huge potential.

As for the collection toy industry, according to the data released by Analysys, the domestic collection toy industry will enter an explosive period in 2020. The report predicts that in 2025, the scale of China's toy collection market will exceed 150 billion yuan, with an overall market growth rate of 35%. At the same time, the male dominated IP talent group will contribute the largest increment, while the machine armor deformation, dolls, superalloys and other high-level collection toys will contribute the main increment. At the same time, the consumption upgrading of the trend following crowd will slow down the growth rate of blind box sales, with a compound growth rate of 24.34% in the next five years and a market scale of about 21 billion.

For example, Bubble Mart, the leading brand in China's fashion game industry, has successfully attracted a group of male "fans" by launching six limited edition MEGA collections in 2021. During the sale period, 2.37 million members were attracted to participate, and male users who broke the circle accounted for nearly 50%, with a cumulative contribution income of 178 million yuan. In the secondary market, the relevant products have been speculated to high prices by many collectors.

In addition, it is worth noting that among the trend toys, building blocks have become the category with the highest repurchase attribute among the industry categories. At present, the building block category has covered the appeal of all age groups from 1.5 to 90 years old.

Lego building blocks have successfully created a "circle of fans" for all ages. However, due to its relatively high price, many parents turned their attention to domestic "flat replacement". For example, several models of auto building blocks under Shuangying have become the "Pingdi" of LEGO auto models widely recognized by consumers.

It is worth noting that, with respect to the understanding of Chinese culture, especially the packaging and display of Chinese IP, domestic building blocks have more advantages than overseas brands. For example, the domestic building block brand Senbao has obtained hot and exclusive resources such as Shandong Shipbuilding, Hangtianchuang, and the Forbidden City culture; Coincidentally, based on the Chinese traditional tenon and mortise skills, they successively launched joint products with the National Museum of China and the Qinling Museum; Keepley also successively launched a number of excellent IP products, including Jiang Ziya, Shen Gongbao, Youngster Nezha, etc.

With the advantages of high cost performance ratio, high supply chain efficiency, perfect industrial chain, and better understanding of Chinese consumers, domestic building block brands have gradually demonstrated their strength in the supply chain, original design and process. The sinking market and China-Chic become the driving direction of domestic building block brands. Digging the 10 billion yuan market, domestic building blocks are more and more confident.