The category of building block toys increased by 46% year-on-year, and Aofei Entertainment launched new categories such as blind boxes with gratifying growth
Looking back at the social economy in the first half of 2020, it has been changing with the changes in the general environment. People’s consumption content and product forms have also evolved with the outbreak of the epidemic, such as the rise of short videos and blind boxes, young people The crowded play market has risen rapidly, and the renewal and iteration of various industries has accelerated. However, from a global perspective, China still has a huge potential consumer market, the total toy market continues to grow, and the prospects remain bright. So, how did Aofei develop in the past six months? Let's take a look at how they respond to changes in the toy industry?
Tai Jinshun, general manager of Aofei Entertainment Global Product Center, introduced at the meeting that in recent years, national culture has awakened and national brands have re-emerged. Enterprises should seize market opportunities to make more products that consumers like. Aofei’s product strategy in recent years can be summarized as: good content, good products, high reach, branding, and price control. Only by fully understanding consumer needs and communicating the brand to consumers can we grasp the market trend and achieve success. .
▲Cai Jinshun, general manager of Aofei Entertainment Global Product Center
In the first half of 2020, the macroeconomic growth rate will slow down, household consumption expenditures will decline, and the willingness to save Promote. After the epidemic, there was no full-scale retaliatory consumption, and offline channels slowly recovered. The toy industry is growing against the trend, among which building blocks, baby carriages, and early education puzzle categories are particularly prominent; young people’s hand-made and blind box trendy toys are growing rapidly, giving birth to a market of hundreds of billions dominated by 'Z era' groups. , Scene-type unmanned vending machine has great potential.
Wang Zhenyu, general manager of Aofei Entertainment's domestic marketing center, mentioned at the meeting that in the first half of the year, Aofei's toy channel resumed acceleration from the second quarter, e-commerce continued to rise, circulation increased by 120% month-on-month, and building block toy category year-on-year With an increase of 46%, the growth of new categories such as blind boxes is gratifying. It is expected that the market will be satisfied in the second half of the year.
Mr. Wang also mentioned that the future of toy industry operations does not lie in 'broadcasting + wholesale toys'. The online future lies in Aofei's ability to operate fans, and the offline future lies in the upgrade of consumer experience. In the future, Aofei will increase the promotion of the 'Aofei Club' APP, and work with partners to create a fan gathering place, and launch a series of experiential products represented by the 'Giant GachaBecome their good partner in all aspects.
▲ Wang Zhenyu, General Manager of Aofei Entertainment Domestic Marketing Center
Huang Weiming, director of the 'Pleasant Goat and Big Big Wolf' series, brought this to everyone at the meeting The new action of 'National IP' in 2020. On the occasion of the 15th anniversary of Pleasant Goat and Big Big Wolf, Aofei Entertainment launched 'Guardians of the Sheep Village 3. Exotic Rescue' in mid-July, and launched a new 3D fun popular science animation 'Sheep Fun Adventure' on August 1. These two levels of Pleasant Goat The series of animations with Big Big Wolf has been frequently viewed on the screen since it was broadcast, and ranked among the best in various statistical charts. The Internet click of 'Exotic Rescue' has exceeded the 300 million mark. More derivatives will be launched in the second half of the year to extend the charm of this long-lasting new IP.
▲Director Huang Weiming, 'Father of Pleasant Goats'
In the era of the experiential economy, Aofei seizes the opportunity and uses various attempts to create for consumers Experience. Chen Dachi, deputy general manager of Aofei Entertainment's theme commercial business department, shared the new opportunities for physical business upgrades and scene-based experiential consumption at the meeting.
Although the epidemic in the first half of the year had a great impact on traditional businesses and the real economy of chain brands, while pressing the pause button, the upgrade fast forward button was also pressed , To promote the upgrade of experience scenes. 'Aofei Happy World' anime-themed indoor parent-child park, adopts a new urban partner strategy in 2020, and is expected to continue to open 10+ stores nationwide in the second half of the year.
For the indoor projects of the shopping mall, 'Atrium Ocean Ball“Little train”, “children’s carousel”, “pirate ship”, “children’s trampoline”, etc., use premium IP with its own drainage effect, plus commodity retail, flexible business venues, and very obvious income effects. Aofei theme business will carry out more project trials and upgrades to bring immersive experience to children and families.
In the era of big data, traffic is the key winning factor. Ruan Qinglin, Director of Process and Information Management Department of Aofei Entertainment, shared at the meeting how to seize private domain traffic in the new retail scene, and divert public domain traffic to private domains, and work with Aofei to achieve a win-win situation.
In addition, Aofei also released new products for the fall and winter of 2020. It is reported that in the second half of 2020, Aofei Entertainment will focus on promoting: 5 animation IP broadcasts, 11 high-quality projects, focusing on detonating IP as The core whole industry chain layout. Aofei integrates many resources, from online broadcast, media advertising, short video, live broadcast, community, O2O full coverage, to the production of offline scenes and the investment of a large number of promoters, I believe it will be able to achieve excellent results .
Among them [5 animation IP broadcasts] Blast Rocket Car, Super Flying Man 9, Pleasant Goat and Big Big Wolf · Goat Goat Fun Adventure, Balala Little Demon Fairy·Magic Sea Fortress 2, Giant God War Strike Team·Track Pioneer.
[11 boutique items] Blast Rocket Car, Super Flying Man 9, Pleasant Goat and Big Big Wolf · Goat Fun Adventure, Balala Little Magic Fairy·Magic Firefly Castle 2, Titan Strike Team· Track Pioneer, Chacha Express, Onmyoji, Obay, Kubian Team, Wisdom Building Blocks, Super Flying Man·Giant Capsule Toy Car.
Source: Aofei Entertainment's official website WeChat