The explosion of children's digital content, how can the toy industry use the momentum to break new growth
Compared with the 'Internet immigrants' born in the 80s and 90s, the new generation of children have been immersed in the Internet from birth, and the identity of the 'Internet natives' has also made them familiar with the use of the Internet to obtain knowledge , The way of entertaining life. For children's companies, this means that the way to reach children has shifted from offline books and toys to online, and the field of digital content has also emerged.
The scale of children’s digital content continues to rise
Digital content covers most of the content of children’s education and entertainment, including digital reading, digital music, games, Digital animation. Although content is the foundation and focus of the entire industry, judging from the development in recent years, the trend of pan-entertainment is gradually increasing.
According to Analysys data, since 2014, the scale of the core industry of digital content has been developing steadily and rapidly every year. Analysys predicts that by 2020, the core industry scale of digital content will reach 380 billion yuan.
The development status and prospects of family pan-entertainment are also sufficient to match such data predictions. The independence of the children's section actually increases the degree of participation of the entire family in children's content, and content communicators need to consider object-oriented It is also necessary to include parental factors.
Broad prospects means the future market. Under the social background of market economy integration, no industry can exist independently, and the payment habits of digital content gradually tend to be high-end It also allows practitioners in other industries to see opportunities, and cross-industry cooperation methods derived from this are not rare.
As early as the beginning of 2018, Tencent and Lego Group jointly launched the first domestic children's digital experience system solution. Therefore, the intelligence of games and the quality of content have also become key targets in the domestic children's digital field.
The prospect of cooperation in different industries
As the so-called 'play and education integrationContent to achieve the purpose of education for children. With the rise of online children’s digital content, offline early education machines, smart smokers, and smart story machines have sprung up like bamboo shoots after a rain. With the joint efforts of two channels, the toy industry has the opportunity to take advantage of the huge traffic. Entrance to seize the offline market share.
For the field of children’s digital content, in addition to the Internet's gameplay, he needs a carrier to accurately reach the target population, and the high degree of user overlap is the biggest 'self-recommendation' in the toy industry. Advantage. But such a combination will inevitably put forward higher requirements.
Data shows that in the past three years, the three major content sections of books, video and audio have all improved a lot, and children’s literature has gone through a process from scratch. If the toy industry wants to gain a foothold in a brand-new field, it must incorporate high-quality content while ensuring its own high-quality. If you enter the market blindly, harvesting indiscriminately for consumers cannot avoid closing the door.
So high-quality content + high-quality is the cooperative attitude that the toy industry should have.
With the diversification of information sources, consumers’ awareness of copyright is also increasing, and children’s recognition of IP images is also increasing. Promote. If you want to 'grab' the children's attention in the shortest time, it is the most efficient and efficient to give him a favorite IP image.
So in the digital content industry, whether it is the self-incubation of IP or the cooperative introduction of IP, it will become a strategic highlight. The industry believes that today's IP is a combination of the three key factors of the main body, brand story and concept, rather than specific works in some form. What IP represents more is the platform, and the recommendation of the platform will determine what kind of content users prefer.
Breakthrough the limitations of physical connection and finally achieve more efficient service expansion is the meaning of the combination of high-quality IP and digital content.
The 'White Paper on Children's Digital Content Industry in China 2019' shows that brands have become the number one factor influencing the consumption preferences of children’s digital content users. The quality assurance and traffic brought by the brand can quickly accumulate a user base for the children's digital industry. As users become more and more critical in their choices, brands can stand out even more in the context of content outbreaks, and parents are also willing to spend higher prices to purchase better quality content for their children.
In the Internet environment, content has become the most important part of consumption. Whether it is for product operation or empowerment, it will ultimately fall on the basis of high-quality content.