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出海观察|全球玩具市场分析及趋势预测
出海观察|全球玩具市场分析及趋势预测
2024-03-27
35人浏览
随着大众对玩具认知的改变,玩具的受众也不再仅仅只限于儿童,这使得玩具的热度与销量也随之迅速上升。但全球经济下行,也导致消费者在购买玩具上的预算有所缩减,那么玩具市场现状究竟如何?未来会如何发展呢?接下来就跟着Ueeshop一起来看一看吧!
全球玩具市场分析
根据Statistic数据显示,预计2024年全球玩具和游戏市场收入将达到1300亿美元,2024年到2028年间,玩具市场的年复合增长率则将保持在2.49%。相较于其他品类,玩具市场的增速预测无疑是较为保守的。
按区域分析:美国是全球最大的玩具消费市场,据预测2024年美国玩具销售额将达到401.1亿美元,预计到2028年,其市场规模或将拓展至463亿美元。运动和户外玩具是美国最受欢迎的细分品类之一,其也会是跨境卖家开拓美国市场的首先。
欧洲也同样是玩具市场的重要组成部分,其中英国作为欧洲最大的玩具消费国,占到了全球玩具零售额的4.82%。英国消费排名前三位的品类,分别是视频游戏、婴幼儿玩具、玩偶和毛绒玩具。
日本由于二次元文化蓬勃发展,所以在玩具和游戏方面,也有较为广泛的受众基础。数据显示,2021年日本玩具市场规模为67.9亿美元,占到亚太市场13%以上的市场份额。
按产品类型分析:2023年玩具细分品类排名前三的分别是搭建套装和模型(27亿美元)、幼儿和儿童玩具(27亿美元)、娃娃和毛绒玩具(21亿美元)。根据Statistic数据预测,到2028年,这三大细分品类,依旧是玩具市场的主导者。
按销售渠道分析:随着互联网的高速发展,玩具的线上销售比例正在逐年上升,不过线下销售仍然占据主导地位。数据显示,2023年线下销售比例为72.9,%,而线上销售比例则仅为27.1%。
儿童是玩具的主要消费群体之一,而他们购买玩具的场景,更多是与家长在线下实体店。所以跨境卖家更多可以考虑以年轻一代为主要目标群,他们的购物场景会更多聚焦于线上。
Ueeshop小tips:根据Google相关数据表明,美国消费者最终消费行为更有可能出现在品牌店或DTC网站上,在这些地方的支出会比其他购物渠道高出86%,所以独立站会是跨境卖家出海一个更加优质的选择。
消费趋势分析
复古潮流:复古潮流的兴起,更多是因为大众对于当下环境的不满,和对未来预期的悲观。从2019年开始,复古怀旧潮流就开始席卷各个行业,玩具行业也并不例外。
Ueeshop小tips:走复古潮流风的卖家,一定要注意玩具形象的版权问题,做好风险规避,避免得不偿失的情况出现。
益智类玩具:根据oyassociation数据显示,65%的家长在购买玩具时,会考虑玩具是否能起到教育和既能培育的意义,家长希望孩子在玩耍的同时,能够获得社交、算数或是阅读能力的增长,因此积木、角色扮演类玩具也变得越来越受欢迎。
解压玩具:由于社会压力增大,成年人对解压玩具的需求进一步扩大,而超一半的父母,在购买玩具时,也会考虑玩具是否能够促进身心健康。在多方面因素影响下,解压玩具逐渐成为玩具中的热门细分品类。
科技类玩具:随着科技的不断进步,越来越多玩具开始融入科技元素,比如说智能玩具、机器人玩具、VR玩具等。由于其通常能够兼顾科技性和创新性,所以其所受到的关注也越来越高。
玩具出海挑战
1、原材料波动较大:玩具的生产成本与原材料价格直接相关,而国际局势动荡、汇率波动等原因,都会导致玩具的原材料价格波动幅度增大,从而导致跨境卖家成本控制变得更加困难。
2、内卷加剧:随着印度、越南、墨西哥等国,对玩具产业的扶持,玩具市场的竞争也越发激烈了,尤其是在价格方面。因此对于玩具品类的卖家来说,创新化设计与品牌化建设,会成为未来的一大发展趋势。
3、市场需求难以预测:玩具作为娱乐性产品,受经济影响较大。当前全球经济下行,在对未来预期不够乐观的情况下,人们是会优先保证自己的基础性生存,而缩减娱乐性开支的。
当然,随着玩具受众群体的扩大,年轻人开始有望成为玩具市场新的增长动力,所以这一部分的市场潜力还是非常大的。
因此玩具出海,也同样是既有新的挑战,也有新的机遇,而最终结果如何,还是得看卖家自己的经营。
以上便是Ueeshop对玩具市场的一些粗略分析,如果你想了解跨境电商独立站出海的详细策略,可以私信我们了解更多!
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