The proportion of online channel purchases has increased, and the online toy retail scale has reached 24.77 billion yuan
The proportion of online purchases has increased.
With regard to the sales of toys and baby products in my country, offline traditional channels such as department stores, supermarkets, toys and maternal and baby products specialty stores are still toys and baby products. Mainstream buying channels. However, as the Internet, especially the mobile Internet, has led to the rise of social e-commerce and live broadcast e-commerce, online channel shopping has become more common, and the scale of online channel retail has continued to increase. According to the '2020 China Toys and Baby Products Industry Development White Paper' (hereinafter referred to as the 'White Paper') issued by the China Toys and Baby Products Association on May 20, 2020, the retail scale of toy online channels reached 24.77 billion in 2019. Yuan, accounting for 32.6%, an increase of 3.9% compared to 2018.
In the baby products industry, the proportions of the retail sales of the three major baby products including trolleys, child safety seats and baby bottles in online channels have all increased year-on-year. Among them, the total retail sales of trolleys in online channels reached 5.61 billion yuan, accounting for 38.1%, an increase of 1.9 percentage points year-on-year; the total retail sales of child safety seats in online channels was 2.37 billion yuan, accounting for 45.7%, an increase of 2.6 percentage points year-on-year; The total retail sales of baby bottles on the channel was 2.45 billion yuan, accounting for 40.0%, an increase of 2 percentage points year-on-year. It can be seen that among the segmented products, consumers tend to buy child safety seats through online channels.
Short video channels account for a high proportion of product information.
With regard to online purchase channels, according to the White Paper, in 2019, consumers surveyed Short videos accounted for 38.6% of toy information, an increase of 23.1 percentage points from 2018; live broadcast accounted for 33.0%, an increase of 21.7 percentage points. The proportion of consumers surveyed who learned about baby and child products through short videos accounted for 41.6%, an increase of 19.5 percentage points; live broadcast accounted for 34.3%, an increase of 19.0 percentage points. The proportion of offline channels has decreased significantly, which is directly related to the rise of short video, live broadcast and other methods.
Consumers tend to choose the JD platform for online purchases.
On the platform for online purchase choices, according to the 'White PaperWhen consumers surveyed buy toys online, they choose the three traditional e-commerce platforms of JD.com, Taobao and Tmall. At the same time, consumers are relatively inclined to choose the JD platform for purchases of the three major online purchase platforms. When consumers surveyed buy trolleys, baby bottles and child safety seats online, 70.3% of them choose JD.com.
For the development trend of my country’s toy and baby products industry in 2020, the 'White Paper' shows that more than half of the interviewed consumers plan to increase the purchase of toys and baby products in 2020. expenditure. With the development of live streaming and short videos, it is reasonable to estimate that in 2020, not limited to short videos and live broadcasts, emerging methods will further promote the sales of toys and baby products industry products.
Source: China Toys and Baby Products Association, Forward-looking Economy