The rise of "Tide Play" unleashes the individual needs of the new generation

　　Blind boxes, figures, mechas, more and more "toys" are no longer exclusive to children, but become adults' hobbies. They regard these "fashionable toys" as treasures, and some even invest considerable money to buy them .

For example, the blind box has promoted the qualitative leap of China's collectible toy market by "single effort".

In the hearts of "fashion play enthusiasts", "fashion play" brings not only sensory satisfaction, but also spiritual "healing".

　　Data shows that by 2025, the core consumer population of the "collectible toys" industry to which Chaowan belongs will exceed 100 million.

Among these people, leading the times, avant-garde personality, and paying attention to spiritual needs are the biggest characteristics.

　　The Story of "Fashion Fans"

　　During an accidental shopping, Xiaochen saw a Bubble Mart store on the side of the road.

In 2018, there were not many stores of such blind boxes.

After entering the store, the image of "La Bubu", which is now one of the top three IPs of Bubble Mart, "hit" her, and then her love for "La Bubu" was unstoppable.

　　Xiaochen is a post-80s generation. In her opinion, she likes blind boxes and figures now to make up for the shortcomings of the past.

When I was a child, I could only ask my parents for money when I wanted to buy toys. When I was in college, I could only save money.

After work, Xiaochen has more disposable income, so it is no longer difficult for her to spend 69 yuan to draw a blind box, or spend a few hundred yuan to buy a figure.

Today, Xiaochen has purchased more than 300 blind boxes.

　　There is also Tianqi born in the 90s who has the same experience as Xiaochen.

He is a generation that grew up with Japanese comics and American comics. After having a certain economic foundation, he began to chase the animation IP he loved back then. Gundam and Marvel figures put up a whole wall in his home.

He said he enjoyed the process of putting together the figures himself, which also satisfied his love for anime characters.

　　In fact, including these blind boxes and figures, trendy toys, assembled building blocks, deformations, assembled models, mechas, some plush toys, etc., all belong to the category of "collectible toys".

The concept of "collectible toys" was born overseas. It usually refers to toys that can be used for collection and collection. Its meaning goes beyond itself. It can often awaken players' memories and resonate with players. Nowadays, it refers to a more and more The culture and way of life that many people love.

　　Since "entering the pit" (referring to focus on one thing), Xiaochen has invested 40,000 to 50,000 yuan in Chaowan, especially in the blind box, and Tianqi's investment is probably in this range.

According to Xiaochen, she basically chose the "Labubu" series when buying blind boxes, and the biggest expenditure was also used in the "Labubu" series.

She didn't grab the figure with the original price of 1,999 yuan, so she could only buy one for 6,000 yuan from other channels, but she thought it was worth it. "Labubu" brought her spiritual "healing".

Among the Gundam figures purchased by Tianqi, the most expensive one is the "Disassembled Craftsman Niu Gundam", which cost 16,000 yuan.

　　Both Xiaochen and Tianqi believe that buying trendy games is more out of their own feelings and spiritual considerations. Although the prices of some styles have skyrocketed, they will not be sold.

"I sometimes fantasize that they will sneak out of the storage box to play when I am not at home, and when I put the key in the lock, they will quickly return to the storage box."

　　(Xiaochen and Tianqi are both pseudonyms)

　　IP expression

　　The "2021 White Paper on the Development of China's Brand Licensing Industry" released by the Brand Licensing Professional Committee of the China Toys and Baby Products Association shows that the IPs active in my country's licensing market in 2020 are mainly from China (32.6%), the United States (30.5%), Europe (10.2%) and Japan (9.8%).

The domestic licensing industry in China is developing rapidly. In 2020, the proportion of licensed IPs in mainland China surpassed that of the United States for the first time.

　　emotional needs

　　Socialization and self-pleasure are the main motivations for consumers to buy the Blind Box, not a transactional investment.

46.78% of consumers believe that the sense of surprise is an important reason for their purchase of the fashion play blind box.

38.95% of consumers believe that the reason for buying the blind box is because of the label they like.

21.64% of consumers believe that the reason for buying the blind box is because it is fun to buy with relatives and friends.

As for giving away and trading investment, most consumers believe that this is not the main motivation for buying a blind box, and only 1.47% of consumers regard second-hand trading as a buying motivation.

　　Rational consumption

　　In the past year, 31.11% of consumers spent less than 1,000 yuan on the purchase of fashionable blind boxes, and 64.03% of consumers spent less than 5,000 yuan on the purchase of fashionable blind boxes.

　　150 billion yuan

　　In 2020, the domestic collectible toy industry will enter an explosive period.

The report predicts that by 2025, the scale of my country's collectible toy market will exceed 150 billion yuan, and the overall market growth rate will be as high as 35%.

The male-dominated IP expert group will contribute the largest increment, and high-end collectible toys such as mecha deformation, dolls, and super alloys will contribute the main increment.

　　47.8 billion yuan

　　It is estimated that the market size of trendy games will reach 47.8 billion yuan in 2022.

　　Generation Z is the main consumer group in the fashion game industry.

According to the report data of Jingdong Supermarket, in 2021, consumers aged 25-45 will account for more than 75% of the people who buy trendy games in Jingdong Supermarket.

　　In addition, Generation Z, mainly the post-95s generation, showed strong purchasing power. This group accounted for more than 40% of the total. The transaction value of blind box products purchased by Generation Z increased by 580% year-on-year.

　　Data source: Analysys, JD.com, National Survey and Big Data Research Center of Chinese Academy of Social Sciences

　　Beijing News reporter Wang Ziyang