TOPTOY：中国位居前列的潮玩集合品牌：招股书·解牛系列报告（一）

Investment Rating - The industry investment rating is optimistic (maintained) [1] Core Insights - The revenue of TOPTOY is rapidly growing, with a significant improvement in profitability. The GMV in mainland China is expected to reach 2.4 billion RMB in 2024, with self-developed products accounting for nearly 50% of revenue. The compound annual growth rate (CAGR) of GMV from 2022 to 2024 exceeds 50%. The company achieved revenues of 679 million, 1.461 billion, 1.909 billion, and 1.360 billion RMB for the years 2022, 2023, 2024, and the first half of 2025, respectively, with corresponding gross margins of 19.9%, 31.4%, 32.7%, and 32.4% [3][15][16]. Summary by Sections Company Overview - TOPTOY started as a physical store and has become a retail brand for trendy toys. The brand was established in December 2020, with its first store opening in Guangzhou. The company plans to open over 1,000 stores globally in the next five years [4][8]. Industry Overview - The trendy toy IP industry is experiencing continuous upward adjustments in its prosperity. The global trendy toy market is projected to grow from 19.8 billion USD in 2019 to 38 billion USD in 2024, with a CAGR of 13.9%. The Chinese trendy toy market is expected to grow from 20.7 billion RMB in 2019 to 58.7 billion RMB in 2024, achieving a CAGR of 23.2% [23][32]. Company Business - TOPTOY has built a multi-layered matrix of "self-owned IP + authorized IP + third-party IP," focusing on a comprehensive value chain platform. The company has 17 self-owned IPs and 43 authorized IPs, with self-developed product sales expected to account for nearly 50% of total revenue in 2024 [37][46]. The company has established a comprehensive sales network, with offline sales accounting for nearly 90% of revenue as of the first half of 2025 [3][64]. Financial Analysis - TOPTOY's revenue has accelerated, with gross margins significantly improving. The total revenue for 2022 to the first half of 2025 is 6.79 billion, 14.61 billion, 19.09 billion, and 13.60 billion RMB, with corresponding gross profits of 1.35 billion, 4.59 billion, 6.24 billion, and 4.41 billion RMB [15][16]. The company has effectively controlled its expense ratios, with total expenses of 1.68 billion, 1.69 billion, 2.29 billion, and 1.83 billion RMB for the same periods [19][20]. Market Position - TOPTOY ranks third among trendy toy retailers in China, with a market share of 2.2% and a retail revenue of 1.3 billion RMB in 2024. The top five trendy toy retailers in China have a combined market share of 20.7%, indicating a relatively fragmented market [36][36]. Product Strategy - The core product categories for TOPTOY include figurines, 3D puzzle models, and rubber plush toys. The company emphasizes self-developed products, which accounted for 39.6%, 53.6%, 49.1%, and 47.2% of total sales from 2022 to the first half of 2025 [56][62]. The company has a strong focus on product quality and consumer experience [88]. Channel Strategy - TOPTOY primarily relies on offline channels, with a rapid expansion of its distributor network. As of the first half of 2025, the company had 293 stores, including flagship, mainstream, and pop-up stores [64][66]. The online sales channel is also growing, with significant contributions from major e-commerce platforms [70][74]. Overseas Expansion - The company began its overseas expansion in 2024, with revenues from international markets reaching 11.81 million RMB and 52.48 million RMB in the first half of 2025. The number of overseas stores increased from 4 in 2024 to 10 in the first half of 2025 [75][78].