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E-commerce VS stores, who is the king of toy channels?

by:Toysmax     2021-05-30

With the development of the times, people have become more and more dependent on the Internet. The continuous emergence and development of e-commerce platforms have changed people's consumption patterns, and online shopping has become an inevitable topic in life. According to public information, in the toy category, online consumption accounted for nearly 30% in 2018. In the context of e-commerce platforms using various gimmicks to create shopping festivals, sales figures are 6.18 and 11.11 each year. It is also ushering in a spurt of growth, and in the overall proportion of the whole year, online data also has a continuous upward trend. Under such a general trend, more and more toy brands have also begun to shift their development online.

Despite the rapid development of online channels, the offline market still has more than half of the market share. It is a well-deserved highlight of the toy industry. How long can toy sales growth last, and can it surpass offline? Based on this, how should players in the toy industry decide on their strategic layout?

Of course, in any industry, the choice of online and offline channels is not black and white, and the same is true for the toy industry. Diversified consumer reach is the most reasonable business model. Instead of passively wandering between stores and e-commerce, it is better to take the initiative to blur the boundaries between online and offline.

Replicate the offline shopping experience online

The biggest drawback of online shopping is that consumers cannot judge the true attributes of the goods, and the online shopping method that has spawned from this is nothing more than There are two types. One is to choose a brand that you have purchased or a well-known brand, so as to have more guarantee in terms of quality; the other is to choose a relatively cheap product, even if it does not meet your expectations, Big losses. This has led to a slower brand's reach to new users, a longer cycle, and a vicious circle of increased costs and difficulty in acquiring customers.

Bubble Mart provides us with a good solution to this problem. As a representative of domestic trendy toys, although it has formed a large-scale brand effect, However, if toys are regarded as a popular market, then the user circle cannot only remain within the original scope. So aside from the bright spots in brand and content, Bubble Mart has opened the door of 'play marketing':

When users buy blind box series toys online, they need to shake, 'shake' The toys that come out are as random as the blind box, which transfers the box opening process that users must perform offline to the online, and the time cost for consumers is greatly reduced, and it only takes a few seconds to know this. Whether the toy is the style you want, which also increases the possibility of impulsive consumption.

New retail experience + quick shopping becomes a 'killer feature' in offline stores

On the other hand, more offline retail stores are also developing new 'styles'. Under the impact of e-commerce, the concept of new retail experience has been around for a long time. Both Kaizhile and Toys R Us have added various interactions with consumers in their offline stores, just to let them experience the personal experience that is not available online. Offline stores continue to strengthen their own advantages to provide consumers with better services, so that the tendency of consumption is not only for products, but also integrates the culture and services of the store.

In addition, when first- and second-tier cities have been occupied by leading toy brands, the layout of the sinking market is also a crucial step in offline stores. Judging from the expansion of Lego and Toys R Us stores in China in the past year, consumer demand for toys is far from being saturated.

Now that the consumption structure is diversified, brand stores are no longer the only form of offline sales. More and more automatic toy vending machines appear in our lives, including Bubble Mart in subway stations, doll machines in theaters of major shopping malls, and self-service toy rental machines in communities. They are more in the form of offline integration of online advantages into the consumer's field of vision, making offline consumption random, convenient, and more advantageous in terms of price.

When the consumer's consumption power is improving, consumer demand will naturally rise. Online platforms and offline stores seem to be opposites, but in fact, as long as they can reach the consumer groups of toys more accurately, the assimilation of the two must be inevitable. Rich shopping experience + convenient purchase channels must be one of the future toy trends.

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