On May 20, the China Toys and Baby Products Association (abbreviated as "China Play Association") released the "2020 China Toys and Baby Products Industry Development White Paper" (abbreviated as "White Paper").
According to the results of a survey of nearly 25,000 copies, the "white paper" shows that consumers are becoming more rational in spending on toys and baby products. Short videos and live broadcasts have become the main channels for information acquisition. Toy puzzle functions are favored and online The shopping channels are diversified. Thanks to the implementation of government measures to promote consumption and the upgrading of urban consumption, the retail scale of toys and baby products in China has continued to maintain steady growth.
In 2019, the retail scale of the toy market was 75.97 billion yuan, a year-on-year increase of 7.8%. Among them, the retail scale of toy online channels was 24.77 billion yuan, accounting for 32.6%, an increase of 3.9 percentage points compared with 2018. The per capita toy consumption of children aged 0-14 was 323.4 yuan, an increase of 8.0% year-on-year. In addition, the retail scale of the trolley market was 14.72 billion yuan, an increase of 11.5% year-on-year; the retail scale of the child safety seat market was 5.19 billion yuan, an increase of 14.7% year-on-year; the retail scale of the baby bottle market was 6.13 billion yuan, an increase of 8.9% year-on-year.
In terms of toys, in 2019, 38.4% of consumers purchased toys at a unit price of 100-199 yuan; in terms of baby products, the unit price was 400-599 yuan for trolleys, 1,000-1999 yuan for child safety seats, and 100-199 yuan for baby bottles. Consumers accounted for the largest proportion, all exceeding 40%, reaching 40.7%, 44.3%, and 43.9% respectively. The proportion of spending on toys and baby products has declined in 2020, and consumers are becoming more rational.
In terms of product and brand information acquisition, short videos became the preferred channel for toy information acquisition in 2019, accounting for 38.6%, an increase of 23.1 percentage points year-on-year; the third-ranked live broadcast platform accounted for 33.0%, an increase of 21.7 percentage points year-on-year; The proportion of downstream channels has decreased significantly, which is directly related to the rise of short video and live broadcasting.
Traditional channels such as shopping websites, department stores/shopping centers, supermarkets/hypermarkets, toys and maternal and child products specialty stores are still the mainstream purchase channels for toys and baby products.
The main channels for consumers to buy toys for children aged 0-18 months, 18-36 months, and 3-6 years old are shopping websites, toys and maternal and child products specialty stores, accounting for about 40%; for 6-year-olds The main shopping channels above are shopping websites and department stores/shopping malls, accounting for 47.1%; the main channels for trolleys are shopping websites, department stores/shopping centers, accounting for 46.3%; the main channels for milk bottles are shopping websites, supermarkets/hypermarkets , Accounting for 48.0%; the main channels of child safety seats are shopping websites, toys and maternal and child products stores, accounting for 53.9%.