This report presents a clear picture of China's position in the toy industry. China remains the world's largest exporter, and although the value of traditional exports declined slightly last year, the long-term trend is still upward.
The United States is China's most important export destination, followed by Japan and several other markets. On the import side, the share of "re-imports" and then Japan is notable. In retail, the size of the domestic market has grown continuously in recent years, and forecasts show continued revenue growth in all segments.
The share of online sales is expanding, and chain stores and specialty stores are growing as the fastest offline channels. In the product mix, plastic toys have the largest share.
In the online space, the "figures" and "surprise boxes" categories lead in growth, and average prices differ widely among product groups. In the building-bricks subsegment, the market is expanding rapidly, and although LEGO leads in online sales, competition from domestic brands has intensified.
The "arts and collectibles" market, especially trading cards and designer brands, has seen a notable surge. From a consumer-behavior standpoint, "educational focus" and "interactivity" are the most important purchase criteria, and parents complain about the uniformity of design and the quality of some products.
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Machine-translated from Persian by Namafar; the Persian original is authoritative. Read the original in Persian