Sales of puzzle toys have generally increased
In response to this new trend, Zhang Majia, manager of Woma Toys Toys Market, told the Southern Reporter that this change does exist and their related products have maintained a growth of 25%. Although the pressure on exports to Europe and the United States increased in the first half of this year, it is emerging. Regions such as Russia and Southeast Asia have grown.
It is reported that not only the export of products, but also the sales of educational toys in China are also very good, mainly due to the strong demand for baby toys, plus the rise of the two-child policy and the improvement of consumer abilities. Kezhijian, CEO of Nuic Co., told Southern Reporter that from 20 to 2016, puzzle-assembled toys were the fastest growing category of their company's sales, with 2015 increasing by more than 45% compared with 2014, and 2016 year-on-year growth again. 30%, the overall increase is more optimistic.
According to Ke Zhijian, most of the puzzle-assembled toys have a common point, that is, “excavation and innovationâ€. This function is just a hot topic in modern children's education. Many parents pay special attention to the early development of this aspect of children. In addition, many educational toys have also quickly moved closer to characteristic pre-school education in recent years. This cross-border integration will also inject a nutrient into the market consumption of future puzzle-assembled toys.
Face the impact, will increase the digital experience
Regarding the question of whether the building blocks of the plug-in class will be affected by digital toys and digital technology, Wang Hao, vice president of the marketing department of the LEGO Group in China, explained that this is a question that the industry is thinking about. It is said that Lego also has a lot of digital experiences, such as the "Future Knights" new products listed in 2016, and the future Knights' digital games launched in the same period, which is also very successful. Many children are very fond of this game.
Wang Wei said that they provide a play experience in the physical collaboration, the goal is to combine the digital experience with the hands-on experience, so that children can seamlessly link online and offline experience.
Zhang Songjia said that building blocks should improve production innovation ability, add sound and light functions and more gameplay. For example, the six series of space satellites, each with a change of two play, if the collection of six, can also spell out the thirteenth. The "Children's Education Plant Potted" series of parent-child interactive products launched at the beginning of the year allows children to cultivate small children's observations by themselves, so that children can learn to think about the subtleties of nature and cultivate their children's responsibilities and love while doing hands-on. The sales volume is particularly good. He said that such products are basically kindergarten purchases. Previously, such children's potted plants were basically a vacancy. This series of products just filled the kindergarten teaching aids.
Wang Wei said that in Lego's offline stores, based on their insights into Chinese consumers, they hope to create an environment in the store, and then make it more relevant to Chinese culture, traditional elements, and improve children's progress. The resonance generated by the store in the future. This is some effort and adjustment for the local market. Although it will not develop products for a market, it will pick the concept of globalization from different markets. Like "Lego Phantom Ninja", these are all elements of the East, but in the world of its design, IP is more interested, it will be global.
New trends: educational toys will expand to second and third tier cities
It is understood that under the trend of consumption upgrading, LEGO has already targeted the second and third tier cities. Wang Wei affirmed that the second and third tier cities are a very important source of growth, except for the cities of Beijing, Hangzhou and Hangzhou. They plan to expand the market front to second- and third-tier cities, and it is expected that by 2020, there will be more than 40 Chinese cities. At present, the sales channels are mainly offline, including distribution channels and retail channels. The retail channels are mainly in large supermarkets and shopping malls, but in the future there are plans to promote them in the e-commerce channel. Zhang Songjia also said that there is not much consumption difference between the second and third tier cities and the big cities at the level of consumption. The main factors affecting the population density and the proportion of children. Written: Southern Reporter Jiang Ling
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