广东省玩具协会潮玩分会发布《2026中国潮玩消费需求洞察报告》

Core Insights - The Guangdong Toy Association released the "2026 China Trend Report on潮玩消费需求" which highlights the rapid growth and challenges in the潮玩 market [1][5] - The潮玩 market in China is projected to grow from over 200 billion in 2020 to over 700 billion by 2024, with a compound annual growth rate exceeding 30% [5][15] - The report emphasizes the need for潮玩 companies to focus on consumer demand to navigate increasing competition and market challenges [5][10] Market Overview - The潮玩 market has transitioned from its nascent stage to a rapid growth phase, characterized by emotional connections and IP commercial value [15] - The market faces challenges such as intensified competition, IP homogenization, and difficulties in user retention [15] - The report outlines consumer motivations for purchasing潮玩, primarily driven by experience, emotional attachment, cultural identity, and stress relief [15][17] Consumer Insights - A comprehensive survey was conducted across 32 provinces, collecting 3,267 valid responses to understand潮玩 consumer behavior [7][10] - Key factors influencing潮玩 purchases include IP relevance, design innovation, type, and brand [15][17] - The report identifies 13 representative潮玩 categories, analyzing consumer preferences and feedback on each [15][17] IP and Marketing Strategies - The report discusses the significance of IP in潮玩, analyzing trends in original and content IP, as well as effective marketing strategies [17][23] - Six effective marketing modes are identified, including social media promotion, pop-up events, influencer marketing, and storytelling [17][23] - The report notes that physical stores dominate潮玩 sales, driven by experiential shopping, while e-commerce is emerging as a significant growth engine [17][23] Future Trends and Recommendations - The report suggests that the潮玩 market has substantial growth potential, with a positive outlook from both industry and consumers [23] - It proposes actionable recommendations based on current market challenges, focusing on product development, IP management, and consumer engagement strategies [23]