618淘天潮玩行业成交规模蝉联第一：市场份额占7成，增长30.7%

Core Insights - The young consumer power is increasingly evident in the toy and trendy toy market, with explosive growth in sales and a significant number of merchants achieving high sales milestones during the Tmall 618 event [1][4][12] Market Performance - As of June 12, 2023, the Tmall toy and trendy toy industry saw six merchants surpassing 100 million yuan in sales, nearly 100 merchants exceeding 10 million yuan, and 16 products breaking the 10 million yuan mark [1] - The industry experienced a three-digit year-on-year growth for over 2,400 Tmall trendy toy stores, with the number of merchants surpassing last year's 618 event [1][4] Market Share and Growth - Tmall's trendy toy market holds a dominant 70% market share, nearly three times that of the second competitor, indicating a strong competitive position [4][6] - The category of blind boxes, figurines, and related products saw a staggering 71.5% growth year-on-year in May 2023 [4] Consumer Trends - The "Guzi" (domestic trendy toys) market is outpacing the "Rizi" (Japanese trendy toys) market in both transaction volume and growth rate, with a significant increase in overseas orders [7][8] - The EDC (Every Day Carry) toy category has surpassed 150 million yuan in sales, with a notable increase in male consumer engagement [9][12] Product Launches and Sales - Tmall introduced approximately 20,000 new products from around 2,000 IPs during the 618 event, with several stores achieving over 10 million yuan in sales on launch day [7][8] - The "LABUBU" brand saw significant interest, with related searches exceeding 500,000 and sales surpassing 1 million yuan in May 2023 [10] Cultural Impact - The popularity of domestic IPs is driving sales growth, with a notable increase in transactions for products related to films and celebrities [8] - The Tmall platform is recognized as the leading platform for trendy toys, influencing brand strategies across the industry [12]