China News Service, Beijing, June 17 (Reporter Wei Yuan) In early June, a toy called Keda Duck became popular on social networks. In order to get this "Kodat Duck", even "eating on behalf of others" and "purchase on behalf of others" online. On second-hand platforms, the price of "Kodat Duck" has also risen, transforming from a "gift" into a expensive product.
According to market statistics, as of May this year, in the past three months, the number of discussions on "trendy toys" on Sina Weibo has reached 2.128 million. Especially in February, with the 2022 Beijing Winter Olympics kicking off, Bingdun has become the "top trendy toy" in the trendy toys, pushing the discussion of trendy toys to the top.
According to Sina Public Opinion data, the core hot words in the trendy toy field in January were " KFC ", "blind box", " Winter Olympics " and "Pop Matt"; in February, the discussion on trendy toys on the entire network revolved around the "Winter Olympics" and "Bingdundun"; and in May, KFC's "Kada Duck" aroused enthusiastic participation and discussion across the network. The dazed expression and swaying hands, coupled with the magical brainwashing background music, made Keda Ya quickly occupy the minds of netizens.
CITIC Securities predicts in its research report that the trendy toy market space is still broad, and the market size is expected to reach 50 billion yuan in 2022. The "China Innovation Economy Report 2021" released by Huaxing Capital is expected to reach 76.4 billion yuan by 2024.
IP is the core commercial value of trendy toys. The emergence of fan collection behavior is based on the pursuit of IP. Competition in the trendy toy IP market is a cruel reshuffle process, and the eliminated IP image will basically not be re-accepted. High-quality original IP is the magic weapon for trendy toys to win.
statistics show that in the negative evaluations of consumers' model toy market in recent rolling year, the proportion of sound volume such as "working problems", "no novelty", "inconsistent with the physical objects", and "problems in quality" is relatively high, becoming the focus of attention in the trend toy market.
The current trendy toy market is still facing a mixed situation, such as prices of tens of thousands or even hundreds of thousands, extremely opaque transaction information, difficult to distinguish between true and false, and high-priced speculation, etc., still exist.
At present, many domestic trendy toy communities have successively introduced risk control measures, including real-name authentication, strict prohibition of minor users to purchase, system price limit, etc. "Commodities with excessive prices will be directly restricted from being listed on the shelves and resold," said a relevant person in charge of Nice, a leading domestic trend culture platform, said that the community cracked down on speculative remarks and blocked accounts for users who made inappropriate remarks to maintain a clear and clear industry. The
nice platform has also reached cooperation with brands in different fields such as Wenheyou, xVESSEL, Modern Sky , and many young independent artists, and jointly launched trendy toy products including skateboards, prints and , trendy sculptures, etc., and focused on creating high-quality original IPs.
Dong Xinrui, an expert from the Beijing Intellectual Property Expert Database, said that the core element of trendy toys is the IP itself. How to develop an IP that can obtain continuous traffic and increase the layout of surrounding industries is the way to future development and operation. (End)
( China News Network )
