Which New Channels are Worth Toy Layout?

1) Emerging online e-commerce platforms are flourishing

 

Different from offline stores, e-commerce platforms present the advantages of specialization and rich variety, such as traditional e-commerce platforms represented by Taobao, Tmall, JD.com, and Pinduoduo. These platforms rely on price advantages and convenient express delivery, Enough to make consumers shop around when buying toys.

 

At the same time, emerging online platforms such as Douyin, Kuaishou, and Xiaohongshu are also accelerating commercial transformation, adding product sales functions, and attracting many toy merchants to settle in. For example, on the Douyin platform, the online toy evaluation experiment video has attracted a large amount of user traffic, and has become a new channel for the sales of toy brands such as Lego, Enlightenment Building Blocks, Brooke, Aobei, Babycare, and Audi Double Diamond. According to data, from January to June 2022, the sales of toy musical instruments on the Douyin platform increased by 323% year-on-year, showing a trend of rapid growth. Huohuotu, which has been deeply involved in the industry for many years, has been exploring new growth in the past two years with the help of emerging channels and Douyin, cooperation between Kuaishou and Daren, and store self-broadcasting.

 

2) Offline toy stores, fashion stores, convenience stores and others
 

Convenience Store/Community Store
In the past interviews of Maternal and Child Industry Watch, a senior toy player said: channels with fireworks are the channels with strong vitality and endless life.

The stationery store and community store on the school street are one of them. With the advantages of precise target audience and easy formation of word-of-mouth, they have long been included in the category of toy brand expansion channels. channel. Although this kind of small store is not very eye-catching, operators can learn about consumers' preferences and consumption habits at close range, and can quickly get feedback on whether the products are selling well.

 

Trendy play store / trendy department store
Trendy department stores have also become the "standard equipment" for toy brands to attack the market in the past two years. It is reported that trendy department stores are mostly located in crowded areas, such as large shopping malls, shopping malls, subway stations and other places. Trendy department stores such as 1983, Jiumu Sundry Shop, Kule Chaowan, MINISO and Chaowan collection stores X11 and TOP TOY can all see different toy brands. The brands involve Disney, Bandai, and Audi. Drilling, enlightenment, Keeppley building blocks, the product categories range from stickers, mini blind boxes, puzzles, building blocks, board games to plush toys.

 

Toy Stores/Indie Stores
Although online emerging channels have given toy brands greater opportunities, toy brands want to grow bigger and stronger, expand brand awareness and product sales, and unique offline consumer experience is also essential, such as Lego, Bubble Mart Huohuotu and Huohuotu are planning to open more offline stores.

 

In addition, offline channels include maternal and child stores, supermarkets, retail stores, robot stores, pop-up stores, toy exhibitions and distribution channels. Such as baby and children's toy exhibitions, fashion exhibitions, animation exhibitions, etc., are conducive to toy brands' in-depth insight into consumer needs and industry trends. If they expand overseas markets, they can also gain in-depth insight into the local market.