Collectible toys grow rapidly, domestic "players" will exceed 100 million

  Action figures with fine head carvings and in-depth clothing details, or "digital trendy games" that are stored in mobile phones and can be projected into the real world through AR, have become "collections" in the hands of trendy players.

  In recent years, with the rise of the blind box market in China, many insiders in the trendy toy industry believe that China's current stage is highly similar to the US and Japan markets in the 1980s, and high-end collectible toys are about to take over the "blind box" and break out again.

  The growth space of collectible toys is far greater than that of tide play

  On a trendy platform, the reporter saw that several 30-centimeter-high Yuanzu Gundam models and Unicorn Gundams of Mobile Suit Gundam are "god-level" in the hearts of mecha enthusiasts; Hot Toys' alloy Iron Man and Spider-Man are almost It is one of the must-have collections for model lovers; the price of figurines from the glasses factory is relatively low, and IPs such as Dragon Ball and One Piece from Riman are very popular; there are many large sets of LEGO blocks suitable for all ages because they are out of print. It has been included in the showcase by toy enthusiasts, and the popularity of IP such as Harry Potter and Ninjago is enduring.

  Collectible toys and trendy toys are not synonymous.

Trendy toys are new toy brands with trendy elements that are popular at the moment. Some toys will be short-lived with the passage of time, but some have undergone market tests and become classic collectible toys.

  Collectible toys were born overseas. They can be used for collection and collection, and their meanings go far beyond themselves. They can awaken the memory of the public and resonate emotionally with the public. Price and product history are not clearly related.

It contains a variety of types, styles and themes, covering trendy toys represented by blind boxes well-known to the domestic public, as well as assembled building blocks, figures, transforming toys, action figures, mechas, GK carvings, and even some plush toys, etc. .

  Recently, Analysys released the "China Collectible Toy Industry Market Insight Report 2021", showing that by 2025, the market size of the domestic collectible toy industry will exceed 150 billion yuan, the core consumer group will exceed 100 million people, and the overall growth of China's collectible toy market. The speed is as high as 35%, which has more development potential than the trendy toy market.

  The market size is expected to exceed 150 billion yuan

  In the past few years, the blind box has promoted a qualitative leap in China's collectible toy market: first, it has attracted a large number of newbies to "enter the pit", and second, it has nurtured several Chinese collectible toy brands.

Therefore, analysts believe that China's high-end collectible toys are about to take over the "blind box" and break out again.

  After the 1960s in the United States, car models, dolls, Barbie dolls, etc. designed by toy manufacturers represented by Hasbro, Mattel, etc., led to the gradual start of the collectible toy market. Relying on IP image toys such as My Little Pony, Transformers, Star Wars, etc. detonated the market; in Japan, in the 1980s, IP figures and capsules represented by Gundam led to the rapid growth of the collectible toy market.

  In China, since the 1990s, foreign IP brands have cultivated the collectible toy market.

From 2010 to 2019, the GDP of human settlements exceeded 4,000 US dollars, collectible toys entered the growth period, and local collectible toy brands appeared.

Since China's per capita GDP exceeded 10,000 US dollars in 2019, the domestic collectible toy market has ushered in a full-scale explosion period with blind boxes as the main category.

  It is estimated that in 2025, the scale of China's collectible toy market will exceed 150 billion yuan, and male consumers will contribute the largest increase.

  By studying the development history of the collectible toy market in the United States and Japan, it can be seen that the vigorous development of the cultural industry has provided enduring content support for the collectible toy market.

With the continuous increase in the scale of China's animation, film, game and other industries in recent years, it is expected that in 2028, Chinese collectible toy brands will occupy a dominant position, on par with foreign brands, and 2-3 billion-dollar giants will be born, leading domestic collectible toys Cultural development and expansion overseas to achieve cultural overseas.

  Core "players" will exceed 100 million

  One of the most direct reasons behind the rapid expansion of the market is the growth of the user base.

  The report shows that the core consumer group of collectible toys in China will reach 30 million in 2019, and it is expected to exceed 100 million in 2025.

  At present, among the core consumers of collecting toys, the ratio of male and female users is nearly 4:6. Compared with nearly 70% of female consumers of trendy toys, male consumers have increased.

And as they grow older, consumers who collect toys buy more diverse categories and have stronger spending power.

  The survey data shows that the current per capita annual consumption of domestic collectible toy users is 2,200 yuan, and the per capita consumption of products such as deformation and figures is relatively high.

However, 43% of players indicated that they would buy less blind box products in the future. Figures will still be a popular collectible toy category in the future, and users' willingness to purchase dolls, mechas, and statues is also on the rise.

  It is worth noting that in terms of IP preference, consumers' enthusiasm for traditional Chinese cultural IP toys continues to rise, which is closely related to national cultural confidence.

For example, the "Super Activation Series" launched by the domestic collectible toy brand 52TOYS with the design concept of "transcending tradition, activating history, and inheriting culture" combines historical culture with modern fashion, allowing young people to touch history and culture through interesting products. Culture has won the love of many consumers.

  After 6 to 10 years, "playing the second generation" will appear

  There are many influencing factors in the overall process of collecting toy users making purchasing decisions.

  Although offline channels are the main channels for many collectible toy users to "enter the pit", before purchasing, players mainly learn about collectible toys through the information released on the online platform. It's what they focus on when they get product information.

  For different types of collectible toys, users have different price sensitivity.

Among them, consumers are most sensitive to the price of blind boxes. As the price increases, their willingness to buy blind boxes decreases. On the contrary, they are more accepted by counterparts, assembled building blocks, and assembled model products.

  In the purchase process, the appearance design has become the most concerned factor for users, which is particularly evident in the female group.

And men show more attention than women in terms of brand power, IP and future value-added space and scarcity.

  It is worth noting that nearly half of consumers spend 1 to 5 hours a week playing collectible toys, and parents’ preferences for collectible toy categories and IPs will largely affect children’s choices of categories and IPs.

This means that in 6 to 10 years, the domestic "playing second generation" will become the core player of collectible toys.

  Digital tide play will become the "new star" of the metaverse

  The limited edition 3D sculptures of Chaowan are stored on mobile phones and tablets, displayed and played through mobile phones and tablets, and can be projected into the real world through AR - such "digital Chaowan" is part of the metaverse, It will become a new "collection" for fashion lovers.

  As the domestic collectible toy industry is steadily transitioning from an outbreak period to a dominant period, the industry will show four major development trends in the future.

Among them, it is mentioned that in the context of the rise of the metaverse, digital fashion play will become an emerging force in China's collectible toy industry.

For brands, digital trendy games can help both in terms of copyright protection and expansion of IP potential; for users, digital trendy games can deepen the emotional connection between them and IP, and become an integral part of the metaverse. part of the personal label.

  Secondly, the consumption of collectible toys in China has an overall trend of high frequency and national trend.

In the survey, 80% of consumers said they would increase the frequency of buying collectible toys in the future, and 86.5% of consumers were optimistic about the rise of Chinese IP.

  Third, with the development of the domestic economy and the continuous improvement of per capita GDP, collectible toy players pay more attention to product quality and the diversification of IP and products.

  In addition, Chinese collectible toy players will rapidly expand in number, age, and region.

It is estimated that by 2030, the consumer population of pan-collectible toys will reach 360 million.

  Text / Our reporter Chen Si

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