Per reporter: Wen Menghua Per editor: Liang Xiao
From Disney's Lingna Belle to the ice pier of the Winter Olympics, "a pier is difficult to find", the tide play industry that was originally sought after by young people has once again attracted market attention.
In recent years, with the successful landing of Bubble Mart in the capital market, more and more enterprises and Internet manufacturers have competed to play the track. Qixinbao statistics show that as of March 2022, there are 5347 existing enterprises related to tide play. In 2021 alone, 2,014 new tide play related enterprises were added, more than 100 tide play related enterprises raised more than 100 times, and more than 80 tide play enterprises received investment.
The "Daily Economic News" reporter noted that after the precipitation of the market, tide play enterprises are "de-blind boxing". Since the beginning of this year, the star "Sunwa" has entered the pit to collect toys, bubble mart, 52TOYS, etc. have targeted collecting toys, and the collectible toy market is being favored by more and more player capital.
According to the "China Collectible Toy Industry Market Insight Report 2021" released by Analysys, by 2025, the market size of domestic collectible toys will exceed 150 billion yuan, and the core consumer group will exceed 100 million people.
In 2021, there will be more than 100 financings for tide-play-related enterprises
After the ice pier was hot, many consumers went to the offline tide play shop to ask whether there was an ice pier for sale. "I hope that the more IP like the ice pier, the better, it not only has high commercial value, but also harvests huge topic traffic, but also brings unlimited joy to consumers." SUN Yuanwen, founder of TOP TOY, previously said in an interview.
On March 3, Miniso Premium announced its fiscal second quarter results for fiscal 2022. According to the financial report data, TOP TOY, a tide play sub-brand incubated by Mingchuang Premium Products, reached 130 million yuan in revenue this quarter, an increase of 20% from the previous quarter. As of the end of December 2021, the number of TOP TOY stores reached 89, including 13 DreamWorks stores and 76 tide play collection stores.
As Generation Z has become the main group of people in the consumer market, the market demand for tide play has become more and more vigorous, and more and more enterprises and Internet manufacturers have competed in the field of tide play. Station B launched tide play crowdfunding; Ali Pictures launched the tide play brand "Koi Na Fun"; NetEase launched the tide play blind box APP "NetEase Big Player", launched Harry Potter, Marvel, Yin and Yang Division and other well-known IP tide play products; Tencent led the investment of 160 million yuan for the development of offline tide play business, and "Glory of the King" also jointly launched tide play products with Bubble Mart.
Qixinbao data statistics show that from 2019 to 2022, the number of tide play related enterprises has grown rapidly. In 2019, there were 2736 tide play companies, and by 2022, this number has increased to 5347. In 2021 alone, 2014 new tide-related enterprises were added and 256 died.
Source: Qixinbao, as of March 3
Specific to the capital level, the number of financing and the number of enterprises that have received investment have also shown a trend of increasing year by year. From 2019 to 2021, there were 55, 69 and 120 financing events for Tidal Play-related enterprises, respectively; the total financing amount was 90.544 billion yuan, 300.079 billion yuan and 12.317 billion yuan, respectively. Among them, the total amount of financing in 2020 is the largest, and Bubble Mart also successfully landed on the capital market in this year.
In terms of investment, a total of 81 companies received investment in 2021. In July 2021, the newly established Chao play brand Oriental Xiaoshang completed tens of millions of yuan of angel round financing, led by Zhen Fund; just two months later, 52TOYS, which focuses on collectible toys, completed a C round of financing with a financing amount of up to 400 million yuan, jointly led by Qianhai Fund and Guozhong Capital; ToyCity, an ecological brand of Chao Play, also completed two rounds of financing in 2021.
Male consumers will contribute incrementally
When the toys in the hands of young people are getting "bigger" and bigger, making large collection toys becomes another track outside the blind box.
The "Daily Economic News" reporter noted that compared with the blind box of the entry-level basic model, the collection toy has long been available in foreign countries, and it is more popular with advanced players, the price is relatively higher, and it has a certain collection value. Collectible toys not only cover the trend of toys represented by blind boxes, but also include deformed toys, handmade, assembled blocks, moving dolls, mecha, GK statues and other categories.
The data shows that since the average GDP of Chinese exceeded 10,000 US dollars in 2019, the domestic collectible toy market has ushered in a full-scale outbreak period with blind boxes as the main category. It is estimated that the scale of China's collectible toy market will exceed 150 billion yuan in 2025, and male consumers will contribute the largest increment, and will be dominated by collectible toys such as mecha deformation, dolls, and super alloys.
Image source: Screenshot of Analysys's "China Collectible Toy Industry Market Insight Report 2021"
Analysys analysis believes that in the past few years, blind boxes have promoted a qualitative leap in the Chinese collectible toy market with "their own strength": one is to attract a large number of novices to "enter the pit", and the other is to give birth to several Chinese collecting toy brands.
Behind the huge market size is the rapid growth of young consumers. The report shows that the core consumer group of China's collectible toys will reach 30 million in 2019 and is expected to exceed 100 million in 2025; in 2030, the consumer group of pan-collection toys is expected to reach 360 million.
Among them, the ratio of male and female users of core consumers is nearly 4:6, compared with nearly 70% of female consumers of trendy toys, male consumers have increased, and with age, the categories purchased by consumers of collecting toys are more diversified and their consumption power is stronger. According to the survey data, the per capita annual consumption of domestic collectors of toy users is 2200 yuan, and the per capita consumption of deformed, handmade and other products is higher.
Daily economic news