Plush Toy companies are accelerating their transformation and upgrading, and favorable policies continue to promote the growth of my country's plush toy consumer market. A variety of plush toy products add a lot of color to our daily life. Plush toys have changed from the ranks of luxury goods in the past to one of the most common toys in daily life, and to the necessities of toys in children's childhood. The following is an analysis of the development trend of the plush toy industry in 2022.
my country's plush toys are mainly produced in Jiangsu, Guangdong, Shandong, Hebei and other places. The 2022-2027 China plush toy industry development research and the "14th Five-Year Plan" enterprise investment analysis report pointed out that in 2016, the number of plush toy manufacturing enterprises in my country was 6,900, with 264,100 employees in the industry and an asset scale of 31.516 billion yuan; in 2018 In 2021, the number of plush toy companies reached 7,100, with assets of nearly 36.6 billion yuan.
Plush fabric toys have a broad market, and have great development prospects both at home and abroad, especially plush stuffed toys and Christmas gift toys. Plush toys have the characteristics of realistic and cute shape, soft touch, not afraid of extrusion, easy to clean, strong decoration, high safety, and widely applicable to a wide range of people. Therefore, plush toys are good choices for children's toys, house decoration and gift giving. Now analyze the development trend of the plush toy industry in 2022 from three aspects.
1. Domestic plush toy enterprises build their own brands
Plush toy companies with their own brands have higher pricing power, and the added value brought by the brand is also higher. As domestic plush toy companies pay more and more attention to R&D innovation, self-owned brand building, and sales channel construction, a small number of domestic brand companies with independent innovation capabilities can keep up with market changes, develop and design various innovative products, and improve product pricing capabilities. And maintain a good customer relationship and the diversity of sales channels, increasingly prominent advantages in the competition.
2. The trend of intelligentization of plush toys deepens
As technological innovation continues to break through the boundaries of toys, especially with the arrival of the intelligent age, the rise of electronic games has brought an impact on the traditional toy industry, and smart plush toys have emerged as the times require, becoming the direction of new product research and development. Smart plush toys are favored by consumers, and the proportion of smart plush toys in my country continues to rise, from 17.90% in 2007 to 25.30% in 2018. Moreover, among traditional toys in my country, the growth rate of retail sales of electronic toys has always been higher than that of non-electronic toys. In 2018, the growth rate of electronic toys was 9.11%, and that of non-electronic toys was 5.32%.
3. Domestic plush toy companies enter IP cultivation
Judging from the development experience of foreign mature plush toy industries, the combination of toys and animation is an innovative profit model after the development of the toy industry to a certain stage. This model combines toys with animation, uses animation story content and images to increase product added value, and greatly promotes toy sales through the dissemination of animation images. Animation derivative toys have become one of the most important value manifestations in the IP value chain. The animation toys manufactured under this model already have a relatively large market size in the United States, Japan and other developed countries, such as the American Disney series and the Piggy Page series, which are one of the most important toy product categories in these countries.
There is a large demand for plush toys, and plush toys will become a new force in the development of the industry in 2022. At present, plush toy factories diversify plush toys and realize functional toy products that bring convenience to people's lives. Both adults and children love plush toys. Plush toys have become a new development force, and have been completely integrated into our life and study, bringing joy and convenience to our life, and making our life colorful.
