The Year of the Dragon has begun, and the pace of making money in the new year has begun! EBay's strategic categories will continue to be released in 2024! In the last issue, we shared the strategic category of Lifestyle. The main character of this issue is the toy category, the star category in last year's "Black Five Network One" and Christmas shopping season.
Toys are one of the most dynamic and best-selling categories on the eBay platform. At the same time, it is also an opportunity area for sellers in Greater China who have strong supply chain advantages and can vigorously expand the global market with cross-border trips. How to plan the direction and open the mind in 2024? Here's our annual recommendation!
New trend of global toy market
According to Statista's prediction, the global toy market will continue to develop steadily in the next 10 years. It is estimated that the global market revenue will reach 130 billion dollars in 2024, and the compound annual growth rate is expected to be 2.49% during 2024-2028. Specifically, the following new trends in the toy market deserve eBay cross-border sellers' attention:
Trend 1: Adult buyers are the biggest growth engine of the global toy market
As we all know, toys are not only the exclusive use of children, but also the favorite of Kidults group (i.e. childlike adults). Adults tend to spend more money on toys They like simulation models, cartoons, superheroes and collections that remind them of their childhood. nowadays More and more adults want to play, and the demand is also growing, which has become the biggest driving force for the growth of the entire toy industry. Whether in the product line or the corresponding film and television development, the global large toy companies are catering to the needs of adult buyers. According to eBay's internal data, EBay toy buyer portraits also tend to be more adult toy enthusiasts.
Trend 2: Online growth rate of global toy categories
The global online toy market is growing rapidly. According to the latest forecast of Statista, the proportion of global online toys in the overall market will reach 30% by 2024, and it is still maintaining a high growth rate. This is a sustainable market opportunity for sellers in Greater China.
Trend 3: Fans level players have huge consumption potential
From the perspective of player audience, toy products can be roughly divided into Toy level and enthusiast level , both in Audience age, product price, product performance And so on. Take the remote control vehicle as an example,
★ Children usually play with toy remote control cars in the scene Indoor or lawn , the design and performance are biased towards Cartoon and Introduction.
★ Product comparison at enthusiast level simulation The products range from fuel engine to whole vehicle structure, chassis, even suspension/shock absorber, wheel hub, tires and other driving parts Can be modified ； In addition, there are also obvious differences between the size of the model and the site of use. Fans are mostly at Cross country field, outdoor, drift track Play with cars.
At present, toy buyers of popular categories such as remote control, building blocks, alloy cars and plastic models on eBay platform are more likely to be lovers.
EBay 2024 toy category strategic category
In combination with the latest trends in the global toy market, eBay's toy buyers' portraits, and the supply chain advantages of sellers in Greater China, eBay launched Five strategic categories of toy category in 2024:
★ The four major sites of eBay in the United States, Britain, Germany and Australia are the main sites for toy category growth
★ The United States is the world's largest toy consumer, occupying an absolute size;
★ In Germany, building blocks are one of the most popular toy categories with rapid development.
Opportunity points of five strategic categories
The toy market is rich in products, diversified in market demand, and rapid in innovation and R&D, bringing growth points and opportunities for different segments of the track. We suggest that sellers in Greater China should combine their own brand, supply chain, industrial belt distribution and other advantages to better choose the opportunities they can seize. The following is a detailed introduction to the annual strategic selection.
Remote control toy parts
RC Model Vehicle Parts & Accs
Accessories and modifications of remote control toys The sales performance is the best among the sub categories of remote control toys, Sales accounted for more than 3/4 of the total category of remote control toys 。 Although the demand for complete vehicles in the market is concentrated on global well-known brands, the parts are vulnerable to the impact of cost performance ratio, new speed of new products, etc. The sellers in Greater China are in great demand for their own brands and have absolute advantages, At present, it has reached High market penetration.
Alloy car
Diecast & Toy Vehicles
The alloy car is on the eBay platform Sub category ranking second in sales proportion of sellers' toys in Greater China The annual growth rate of sales reached double digits. On eBay Hot pin size is 1:64, 1:18, 1:43 , the model is in the main sales market Mass retail brands and middle and high-end brands 。 First tier international brand sellers operating this category can focus on US market.
Plastic assembly model
Models & Kits
The plastic assembly model is kept on the eBay platform Annual double-digit growth , where The growth rate of sellers in Greater China is particularly obvious in the US market 。 The DIY enthusiast attribute of the product consumer is very consistent with the buyer's portrait of eBay platform. At present, the whole station is mainly composed of Japanese brand cars, and sales of cars, aircraft and ships related to military themes of European, American and Chinese brands. Plastic assembly model The demand is stable throughout the year, and is not affected by fluctuations in peak and low seasons.
Building block assembly model
Building Toys
Building block assembly model is the fastest growing sub category among annual strategic categories The market demand is huge. It is worth noting that, Building block products suitable for players over 14 years old are growing rapidly In addition, Chinese overseas brands have been recognized by overseas buyers, and the repurchase rate is high. Among them, the sales of Lego sellers in Greater China in the US market grew rapidly; Chinese brands are developing rapidly in Europe In recent years, it has maintained a very high growth rate. USA, Germany, UK Whether in terms of size or growth rate, the market is very worthy of continuous investment by Chinese sellers.
Stroller
Ride-on Toys
The growth of strollers on the platform has also reached double-digit annual growth, which is also an advantageous category for sellers in Greater China. The industrial belt of Chinese sellers is concentrated, and the penetration rate is high, especially in Electric stroller The market segment, with comprehensive advantages such as brand, authorization and cost performance, is very popular in European and American countries.
Whether you are a toy seller operating in the above categories or a seller who is still thinking about which toy track to choose, we hope that the high potential categories and their related opportunities recommended this time can help you plan for the toy category in 2024. We hope that toy sellers in Greater China will sell more good products and new products to the world! In the future, we will continue to update information related to toy categories. Please pay attention to eBay's official official account.
data sources
[1] https://www.statista.com/outlook/cmo/toys-hobby/toys-games/worldwide
[2] https://www.statista.com/outlook/cmo/toys-hobby/toys-games/worldwide#sales -channels
Cover/Graphic Creativity
(Source: ebay)
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