“天猫618”“谷子”消费再创新高 海外订单同比三位数增长

Core Insights - The "618" shopping festival has seen a significant increase in overseas orders for "Guzi" products, with a three-digit percentage growth year-on-year, primarily driven by domestic IP derivatives [1] - The toy and trendy play industry on Taobao has experienced explosive growth, with six merchants surpassing 100 million yuan in sales, nearly 100 merchants exceeding 10 million yuan, and 16 individual products breaking the 10 million yuan mark [1] - The market share of the Taobao trendy play industry is reported to be as high as 70%, which is nearly three times that of the second competitor, indicating a strong market leadership [1][2] Industry Performance - During the "618" period, approximately 2,000 IPs launched over 200,000 peripheral products on Taobao, with notable stores achieving significant sales milestones, such as the Die Paper Xinyi flagship store reaching over 100 million yuan on launch day [2] - The trendy play industry has seen a substantial increase in sales of film and celebrity-related products, with the "Zang Hai Chuan" series driving significant consumer interest and search activity on Taobao [2] - The growth in the trendy play market is attributed to consumers' emotional connection to IP content, with quality cultural output becoming a key factor in driving sales [2]