Core Insights - The EDC (Everyday Carry) market is experiencing significant growth, with transaction volume on Taobao surpassing 150 million, particularly among male consumers aged 18-24 [2] - The rise of EDC toys reflects broader trends in emotional value, IP materialization, male consumerism, and AI toys, indicating a shift towards tactile experiences and mechanical aesthetics [2] - During the 618 shopping festival, EDC category sales on Taobao increased by 250% year-on-year, driven by a strong male consumer base, with over 80% of users being male [2] Market Trends - The high-end EDC toy segment is growing, with products priced over 1500 yuan seeing a 112% increase during the 618 festival, highlighting a trend towards premiumization [3] - Material upgrades are evident, with zirconium and titanium alloys becoming mainstream choices for high-end EDC products, alongside advancements in 3D printing technology [3] - EDC toys are evolving beyond mere stress relief items to become expressions of individuality and culture, incorporating traditional designs and multifunctional features [3]

Core Insights - The launch of LABUBU has sparked a new wave of offline "real-life combat" among collectors, with original figures priced at 69 selling for multiples of that in the resale market, indicating a high collectible value akin to "plastic Maotai" [1] - The overall sales of trendy toys surged during the 618 shopping festival, with May sales on major e-commerce platforms exceeding 40 billion yuan, and Taobao/Tmall accounting for over 28 billion yuan, reflecting a year-on-year growth of 31.4% [1] - The explosive growth of trendy toys is attributed to the unprecedented purchasing power of Generation Z, along with enhanced online content dissemination and ecosystem incubation, transforming trendy toys from a niche hobby into mainstream consumption [1] Market Trends - The online explosion of trendy toys relies on both market insight and a supportive ecosystem [3] - The year 2016 marked a significant turning point for trendy toys, with Pop Mart signing Molly, establishing itself as a leading brand in the domestic market [4] - Initially, the mainstream perception was that consumers prioritized practicality over seemingly useless items, viewing trendy toys as mere handcrafted "novelty crafts" [5] E-commerce Dynamics - Taobao was one of the first platforms to recognize the potential of trendy toys, prioritizing them as a key category around 2017, and later defining them as an independent industry in 2021 [6] - The establishment of a robust ecosystem, from IP incubation to logistics, is crucial for the success of trendy toys, with platforms investing in AR experiences to enhance consumer engagement [8] Future Growth Directions - Future growth in the trendy toy sector is expected to stem from three main areas: AI integration, penetration into lower-tier markets, and targeting male consumers [10] - AI is reshaping the play experience, with toys evolving into "digital companions" that enhance emotional interaction and playability [11] - Lower-tier markets present significant growth potential, with a penetration rate of under 20% but a growth rate of 45%, driven by increasing consumer spending power and lower rental costs compared to first-tier cities [13] Consumer Demographics - The male demographic is showing increased purchasing power, particularly in categories like EDC and military models, with a notable rise in high-end EDC toy sales during the 618 shopping festival [15][16] - Trendy toys are expanding from children to adults, with a significant portion of the consumer base now comprising older generations seeking emotional fulfillment through these products [18] - The appeal of trendy toys lies in their ability to serve as cultural containers that encapsulate collective memories and individual emotions, making this an opportune time for the trendy toy sector [18]

Group 1 - The core viewpoint is that "IP+AI" is driving transformative changes in the toy and trendy toy industry, with significant growth potential [2] - Emotional value, IP materialization, male economy, and AI+ are identified as new trends for the toy and trendy toy industry in the next five years [2] - The EDC toy segment experienced explosive growth on Taobao, with searches increasing by 532% and transactions rising by 345% year-on-year in 2024 [2] Group 2 - The transaction volume of derivative products on Taobao has exceeded 10 billion yuan in 2024, with a single popular item surpassing 40 million yuan in sales [3] - Taobao and Tmall have prioritized the toy and trendy toy categories since around 2017, with the trendy toy category being elevated to a primary category in 2021 [3] - The toy and trendy toy market share on Taobao and Tmall has surpassed 50%, with continuous high growth in GMV and user scale over the past five years [3]