来源 | 赢商网（ID：winshang）
Author | Wang Yun
图片来源 | TOP TOY
In the discussion about the "gravitational field" of consumer traffic, trendy toys have become an unavoidable topic. Nowadays, when you enter a shopping mall, trendy toy stores have become a gathering place for young consumers and have become a traffic password for physical commerce.
However, there are many entrants in the trendy toy track, and the competition for users, traffic, core points and market scale has also become fierce. In the competitive landscape of the trendy toy industry, how to retain consumers with new content has become an unavoidable issue for trendy toy brands, and continuous innovation is an important solution for all kinds of players.
Winshang.com noticed that the recent renovation and upgrade of TOP TOY Guangzhou Zhengjia Trendy Play DreamWorks Store is eye-catching, and it has once again set off a wave of check-in experience.
At a time when scene experience is constantly innovating, TOP TOY can always have a keen insight into the needs of consumers and adjust its own strategies in a timely manner. Not only are the changes in a single store eye-catching, but throughout 2023, the brand will fully blossom in products, channels and marketing, and its comprehensive capabilities will continue to improve.
The channel layout is going deeper
The consumption scene of trendy toys continues to be renewed
In December 2020, TOP TOY's world's first trendy DreamWorks store was officially unveiled at Guangzhou Grandview Plaza, and achieved sales of more than one million yuan within three days of opening. As the starting point of TOP TOY, the significance of this store to the brand is self-evident. In the past three years, countless good things have happened in this field.
In December 2023, three years after the opening of the store, TOP TOY Guangzhou Zhengjia Trendy Toys Dream Factory Store ushered in a new upgrade.
Insight into the market, scene experience refreshed
It is understood that the upgrade revolves around the theme of "Chao Express", cleverly integrates new, fashionable and cutting-edge IP elements into the store scene, and uses the huge IP image and waiting hall/platform elements to create a futuristic train scene shopping atmosphere on the first floor of the mall.
In the brand's view, the new store is like a train carrying friends of all ages to the world of trendy toys, where adults can enjoy the visual feast of cutting-edge trendy toys, and children can also indulge in the excellent experience of a toy park.
In addition to the renovation of the scene, TOP TOY also made some product portfolio adjustments in this store, streamlining SKUs, and displaying selected blind boxes, Chinese building blocks, and figurines through store data backhaul. Among them, TOP TOY joined hands with the IP of the trendy toy brand TNT SPACE, Amo ANMOO, and Baby Zoraa to launch a new figure in the store, which triggered a wave of hot purchases.
At the same time, the results of the store upgrade also met the brand's expectations. According to the data, the number of customers entering the store exceeded 10,000 on the day of the store's rejuvenation, and the single-day performance of a single store exceeded 1.1 million yuan, setting a three-year record. Sales performance increased by nearly 90% year-on-year in 2022, and the number of customer orders increased by more than 20% year-on-year.
The development is rapid, and the scale of the store is expanding
Consumers who know TOP TOY know that brands attach great importance to the creation of offline space. Over the years, the brand has maintained a steady expansion of offline stores, and in 2023 alone, it will enter many cities such as Nanning in Guangxi, Lhasa in Tibet, Quanzhou in Fujian, Haikou in Hainan, Shijiazhuang in Hebei, and Jiamusi in Heilongjiang. Among them, at the end of April, TOP TOY built Guangxi's first Chinese building block store in Nanning, Guangxi, perfectly integrating the core concept of "Chinese building blocks" into the consumption scene, and in August, TOP TOY entered Lhasa, Tibet, the top of the world, bringing a more complete trendy toy experience to local consumers and raising the "altitude" of the trendy toy track.
It is reported that by the end of 2023, the number of TOP TOY stores will reach 150, covering more than 60 cities.
It is worth mentioning that in order to further broaden the consumption scene of trendy toys, TOP TOY has deepened its cooperation with commercial real estate parties on the one hand, opening new stores and opening large stores in the core points of more urban core business districts, and on the other hand, TOP TOY is also constantly exploring the layout of new channels.
For example, in 2023, TOP TOY opened its first theme park store in Shanghai Disneytown to explore the operation of the commercial scene of tourist attractions, TOP TOY stores also successfully deployed at Guangzhou Baiyun International Airport to seize the special scene of the transportation hub to strengthen brand awareness, and TOP TOY also started cooperation with external physical retail channels such as Sam's Club, which has achieved good sales performance while its products are seen by more consumers.
Deeply cultivate the local area, and efficiently gather customers in creative scenes
On the basis of a comprehensive and diversified channel layout, TOP TOY also builds a more diversified consumption and cultural experience for the trendy toy circle that chases individuality. It is understood that in the fourth quarter of 2023, TOP TOY has successively cooperated with popular IPs such as Sanrio, TNT SPACE, and Black Play in the form of co-branded theme stores.
Among them, TOP TOY's first Sanrio Christmas-themed pop-up store landed on Beijing Road in Guangzhou, combined with IP Christmas new products to create a seasonal atmosphere of the main store, with "Christmas First Snow" and "Sanrio Ice Cream" and other topic stores, which aroused a large number of young consumers to check in for the scene and pay for their interests. The performance of the pop-up store on the first day of opening made a big breakthrough, with a 41% increase from last week, and the single-day customer flow exceeded 10,000, an increase of 21% from the previous week.
By cooperating with well-known IPs loved by young consumers to launch co-branded theme stores, TOP TOY, which grasps the preferences of young consumers, has successfully achieved efficient customer gathering, and the customer flow and store performance have shown an upward trend. It is understood that TOP TOY's annual revenue in 2023 is expected to exceed 1 billion yuan, and the annual customer flow will be nearly 120 million, an increase of 70% year-on-year, mainly concentrated in the core business districts of first-tier cities such as Shanghai and Guangzhou, and the average monthly performance of a single store for the whole year will increase by 36% compared with 2022, and the average monthly performance of one million stores will increase by 70%+ year-on-year.
Consumer Insights:
Explosive products + activities to build a stronger bond
Three years to sharpen a sword. TOP TOY has locked in a solid consumer group -
According to the brand, TOP TOY focuses on male and female consumers aged 18-35, of which 61.7% are female, 38.3% are male, and 43% are from first-tier cities with a high level of education. Characterized by personalization, aesthetics, and emotion, TOP TOY attracts young consumers represented by Generation Z. They seek novelty and novelty, focus on pleasing themselves and focus on socializing.
At the same time, after the accelerated development of the trendy toy market in recent years, consumers in it coexist with sensibility and rationality, and the power of the trendy toy brand must finally return to the core of vitality - products, in order to truly grasp the potential consumer demand and scenarios, and establish stronger consumer stickiness.
The potential energy of the product continues to be released and occupies the user's mind
TOP TOY has been well versed in this since the beginning of its entry into the market. Sun Yuanwen, founder and CEO of TOP TOY, believes that the key to brand competition is to occupy the minds of consumers, and products are an important part of "attacking the heart".
Today, TOP TOY focuses on the three core categories of blind boxes, Chinese building blocks and figurines, penetrates young consumer groups, and continuously builds a product moat with IP as the core.
Externally, TOP TOY has reached in-depth cooperation with hundreds of well-known IPs at home and abroad, such as Disney, Sanrio, loopy, Gundam, and Honor of Kings, and inwardly, TOP TOY has also incubated original IPs such as Dali Zhaocai, Curly Sheep, BUZZ, and Twinkle. The two-way IP blessing inside and outside has achieved another way for TOP TOY to "go to the heart" - high-frequency innovation.
According to the brand, TOP TOY has more than 100 SKUs on the shelves every month, and the frequency of "hundreds of SKUs per month" is much higher than the 2~3 new SKUs per week at the head of the industry. Moreover, in 2023, TOP TOY has also explored an innovative and efficient cooperation model with in-depth customization and resource sharing as the core, and further verified the feasibility of this innovative model through cooperation with KY928 and Pig Man, which in turn triggered more well-known IP parties to reach a long-term cooperative relationship with TOP TOY.
Through new product pre-sales, content co-creation, and precise IP reach, TOP TOY has accumulated more than 6 million private domain members, and has also awakened the consumption power of young people.
In 2023, TOP TOY has created 5 explosive products with sales exceeding 10 million yuan, including the Kulomi building block cyborg semi-mechanical general, Sanrio Mini Daruma series blind bag, Sanrio family beckoning meow tumbler series figures, Kuromi poker kingdom series figures, and Kuromi werewolf killing series figures. In addition, the total number of single products exceeding one million in the year has reached 200, doubling compared with 2022.
Grasp the essence of "play" and enrich the experience of personalized demand activities
From the perspective of business logic, trendy toys are actually doing traffic economy and attention economy. But in the face of more and more choices, it is becoming more and more difficult for a single brand to tug at the heartstrings of consumers. TOP TOY has insight into the market and consumer needs, breaks through its own boundaries, and creates more activity scenarios that allow everyone to "play together" based on product IP, and constantly brings emotional value to customers.
In 2023, TOP TOY will launch IP new product launches, IP designer book signings, limited-time theme activities, etc. in different stores, among which there will be as many as 20+ signing sessions alone, covering well-known IPs such as Pig Man GGBond, KY928, FAYA Sprout, FARMER BOB, and Oh Cub OZAI, so that players can enjoy new products while having the opportunity to meet their favorite designers.
It is worth mentioning that in 2023, TOP TOY will also plan and implement a series of activities to seize category awareness and consumers' minds around the strategic category of "Chinese building blocks".
For example, around different themes such as festivals, occupations, and IP, TOP TOY has carried out small building block classroom activities in the store's building block assembly classroom to make TOP TOY more distinctive in the theme atmosphere, and extended beyond the store, TOP TOY has also carried out summer activities such as "Childhood Compensation Plan" and "Little CEO Experience Camp" to achieve the integration of product, efficiency and sales.
With the efficient offline planning and execution capabilities of the brand team, through these immersive, interactive and experiential activities, TOP TOY has frequently appeared on the hot topic list, attracting the attention of consumers in different circles, and meeting the expectation that the online voice will feed the offline. In addition to enhancing its own brand awareness, TOP TOY has also brought a large number of high-quality customer flow and continuous user stickiness to shopping malls and business districts.
Looking forward to 2024, TOP TOY will steadily expand into more cities, set up stores in core locations, and advance to the best 1,000 business districts in the future. At the same time, we will continue to deepen cooperation with IP partners in the industry, grasp market dynamics and consumer needs, and constantly innovate and improve cooperation models to bring consumers more unique and interesting product choices and activity experiences.
Although TOP TOY is a rookie in the trendy toy track, he has been working hard for three years, constantly innovating and solving problems, and continues to maintain a high-spirited attitude. Adhering to the vision of "committed to building a world-class trendy toy brand in China and bringing more trends and happiness to global consumers", the brand will focus on the trendy toy industry, continue to promote channel and product innovation, build a platform ecosystem, and look forward to TOP TOY becoming a professional player leading China's trendy toy industry.
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