What New Channels Are Worthy of Toy Layout?

1) Online emerging e-commerce platforms are blossoming

Unlike offline stores, e-commerce platforms present the advantages of specialization and variety, such as Taobao, Tmall, Jingdong, Jindo and other traditional e-commerce platforms, these platforms with the advantages of price and the convenience of express delivery, enough to allow consumers to buy toys when comparing three.

At the same time, Jitterbug, Racer, Xiaohongshu and other emerging online platforms are also accelerating business transformation, increasing the commodity sales function, attracting many toy merchants to reside. For example, in the Jitterbug platform, online toy review experiment videos have attracted a large amount of user traffic, becoming a new channel for sales of toy brands such as Lego, Enlightenment Building Blocks, Bruco, Aubrey, Babycare, Audi Double Diamond and others. Data show that from January to June 2022, sales of toy instruments in the Jitterbug platform grew 323% year-on-year, showing a high growth development trend. Deep plowing industry for many years, the fire rabbit, the past two years are also exploring new growth with the help of emerging channels and Jitterbug, fast and expert cooperation, store self-broadcast and other ways.

2）Offline toy stores, hipster stores, convenience stores and other

Convenience stores/community stores
In past interviews conducted by Mother and Baby Industry Watch, senior toy players said: channels with fireworks are the ones that are extremely viable and live and die.
School street stationery stores, community stores are considered one of them, with precise target groups, easy to form word-of-mouth advantages have long been included in the toy brand expansion channels, such as Bruco, Enlightenment blocks, Ye Luo Li and other brands are laid out in this type of channel. Although these small stores are not very visible, but operators can get a close look at consumer preferences and consumption habits, whether the product is selling well can also quickly get feedback.

Trendy game store/trendy department store
Trendy department stores have also become the "standard" for toy brands to attack the market in the past two years. It is reported that the location of the trendy department stores are mostly selected in areas with high pedestrian flow, such as large shopping centers, shopping malls, subway stations and other places. Trendy department stores such as 1983, Jiu Mu Miscellaneous Club, Cool Fun, and the famous store X11, TOP TOY can see the figure of different toy brands, brands involving Disney, Bandai, Audi Double Diamond, Enlightenment, Keeppley blocks, product categories ranging from small stickers, mini blind boxes, puzzles, blocks, board games, to large plush toys.