Picture 1: Pre-sale and limited quantity have become the main sales model of trendy toys.
Figure 2: Collection dolls are expensive.
toys are a reflection of the aesthetics of an era. Iron toys, cartoons, and Barbie dolls were once favorites by young people in different eras. Today's younger generation also has toy collections of their own characteristics - trendy toys. Trendy toys, broadly referred to as trendy toys, also known as art toys or designer toys, are toys that incorporate multi-element concepts such as art, design, trend, painting, sculpture, etc. As toys, trendy toys have undergone great changes from image design to sales methods. They adapt to the preferences of today's young people and arouse their enthusiasm for purchasing and collecting, and this enthusiasm seems to be far higher than that of young people in any era. But in the midst of the booming and lively trendy toy collections, the new products and pre-sales are released in seconds, there are undercurrents, customization of imitations and raising the prices of second-hand goods... The trendy toy collection market has never stopped.
is very enthusiastic about buying
trendy toys in the eyes of "Generation Z" are not only toys that can be played with, but also collectibles.
On December 15, the reporter participated in a trendy toy collection reservation and purchase event at the Pop Mart JD flagship store. The toy is 25 cm tall and costs 1,099 yuan. As of 5 minutes before the start of the rush, the number of people participating in the rush has reached 750,000. The reporter invited five friends to help buy, but the moment the snatched up, the page showed that the product had been snatched.
It is understood that in the trendy toy collection market, whether new products are released online or physical stores are pre-sale, it will trigger a large-scale rush.
Why does a toy arouse so much enthusiasm among young people? Liu Bin, a Beijing college student who is keen on collecting trendy toys, told reporters: "The blind boxes that are well-known to the public now are just one of many collections of toys. Collection toys also include figures, deformations, mechas, assembled models, action figures, etc. Trendy toys carry more diverse styles and cultures, including film and television, animation, games, history, tourism, and even food, which can be extracted as elements of product creation. Collection toys is actually a collection of love, or even a feeling."
iMedia Consulting Data shows that more than 60% of male users buy model toys for collection, and nearly 60% of female interviewed users buy model toys because of "collection" and "pure like".
The "New Consumer Industry 2021 Annual Strategy Report" released by Huaan Securities shows that the emerging consumer groups of Generation Z pay more attention to spiritual needs and all-round consumption experience. Happy product appearance, brand story, content, etc., as well as the impulse consumption process that helps people to relieve stress, have gradually become important factors for incremental consumption of users nowadays.
In the view of Zhang Yi, CEO of iMedia Consulting, the popularity of toy collections is closely related to the consumer psychology and aesthetic habits of the younger generation.
sales model brings new problems
reporters learned that the current sales of trendy toy collections are roughly divided into timely limited sales, limited lottery sales, limited time unlimited sales, and limited sales. No matter what form of sale, it is mostly delivered after payment. Liu Xin, an independent designer of the sponge doll of
, told reporters: "We design the doll first, and then pre-sale. After receiving the prepayment from consumers, we place orders with the factory based on the pre-sale situation, and set production based on sales. Dolls also require a profit balance point, which can not make money, but cannot lose money. Therefore, only when the order quantity reaches the profit balance point will be placed. Liu Xin also told reporters: "Pre-sale is not exclusive to independent designers with small amount of funds, and well-known big brands also carry out pre-sales. The purpose of pre-sales of big brands is mainly for publicity. Pre-sales are generally registered and made online one week in advance, and most of them are limited or limited-time sales. The pre-sale time of about a week can allow more enthusiasts to participate." Young consumers of
are still considerate of this sales method. Beijing high school student "Little Dinosaur" likes to collect various joint dolls. She told reporters: "Now joint dolls are basically pre-sale, and it is normal to wait a few months. The longest time I waited 8 months before receiving the doll after paying."She also said: "Trendy toys are originally a toy. It is entertaining. It is also very fun to buy and sell in seconds. It is like a game. If you get happy, you can't get it. If you can't get it, you need to participate. "High sales and limited quantities of
have become the main sales model of trendy toy collections, and young consumers are also willing to accept this method, but this sales method will cause some difficult after-sales problems. Liu Meng, a trendy toy collector of
, told reporters that delays in post-sale delivery are common, especially products of some independent designers. Some small brands and fake designers will run away after pre-sales. In addition, there is a product quality problem, because most of the products are limited to the sale, and once there is quality problem, they cannot be exchanged. "I am unwilling to give up the return, and I feel very uncomfortable after waiting for a few months or finally grab the product. "
hype achieves high premium
Xiaodou is a fan of trendy toy collections. He bought a Dimoo limited-time and unlimited large baby
baby. The product is priced at 899 yuan, and the second-hand trendy toy market can be increased by 1,000-2,000 yuan.
According to the reporter, in June this year, Pop Mart's new limited edition was released 400% (28 cm) and 1,000% (70 The MEGA collection series big dolls in the MEGA collection series have become popular on the Internet due to the orders posted by many celebrities and celebrities. Especially the 1000% version with the original price of 4,999 yuan, was once speculated at a sky-high price of 88,888 yuan in the second-hand trading market during the initial sale period. The brick bear is the most expensive brand among all trendy toys. The reporter saw a large number of items sold at more than 50,000 yuan in Dewu's brick bear area, and the premium is mostly 10-30 times. The highest price of brick bears on sale is even 176,000 yuan, and it is shown that 14 people have purchased it.
Although there is no specific statistics on the second-hand premium of the collection doll, you can get a glimpse of its considerable premium from the data of blind box second-hand sales. Statistics of iMedia Consulting show that in 2020, there were more than 440,000 yuan. Famous blind box players trade on the second-hand "Xianyu" platform. In November alone, the transaction volume of blind boxes and blind boxes exceeded 120 million yuan, an increase of more than 70% year-on-year. Some hidden and hot-selling blind boxes are scarce, and the selling price is even dozens of times higher than the original price.
reporter learned that there are two main types of people active in second-hand platforms: one is collector. They will exchange dolls they need on second-hand platforms, sell dolls they don't like or are the same, and then buy dolls they like, and buy them to sell and raise them to buy. Another type is profitable by selling second-hand trendy toys.
Qin Xiang, who specializes in second-hand trendy toys, told reporters: "The base area for doing second-hand trendy toys is not the circle of friends, but Dewu (Do APP). During the pre-sale period of a new doll, we take orders to sell second-hand goods. This is because we have a way to get thousands of signs at a time, and there are some other channels that can ensure that we can get the goods. I'm not in a hurry, especially the big doll, which will be much more valuable after half a year of getting it. Especially after the shipment, the celebrity shows it and the blogger explains it, it will be no problem to double the price. "
It is understood that before many trendy toys were released, many celebrity artists and trendy toy bloggers often had them in advance and showed their babies on social platforms. On the destiny, you often see trendy toy bloggers posting videos, showing a comprehensive display of a new big doll that had not yet been sold on the same day, in order to attract people to participate in the rush to buy. The reason why it can be hyped like this is an indispensable contribution.
Psychological counselor Jin Hong, a psychological counselor at the Chinese Academy of Sciences, told reporters: "High premiums and speculation will cause consumers to buy after product scarcity. The purpose of hunger marketing is to stimulate consumers to consume irrationally, especially the enthusiasts of trendy toys are young people, which are more likely to consume impulsively, so you should face the collection with a peaceful attitude. "
Yunfei marketing analyst Zhang Naibin told reporters: "Trendy toy collection itself is out of interests and hobbies. The current high premium makes collection a business that makes it a business to obtain excess profits. However, hype will not last long, and it will return to reasonable prices sooner or later, so consumers must not be tempted and mistakenly fall into the "pit" of collecting trendy toys produced by hype."
(all pictures in this article are information pictures)
●Reporter's notes
Don't let collection fun become a commercial drama
toys are products that bring people happiness, and collecting toys is a hobby that makes people full of fun, but this original pleasure has now evolved into a commercial drama that intertwined with hype and premium in the market.
In the past few days, a plush toy named "Ling Nabelle" has overwhelmed the limelight of all kinds of trendy toys, becoming the new high premium leader in toy collections, and has made the limelight in the second-hand market. This Disney plush toy, which was originally priced at 219 yuan, was hyped up to 6,000 yuan . At this time, toy collection has changed its taste, it is no longer a fun for collectors, but has become a burden.
now has the prices of some trendy toys in the second-hand market, which are commonplace in the second-hand market by several times or even dozens of times. There is malicious hype by resellers, but it has to be said that there are also collectors generously donated money and fueling. There are people who pay for the super high premium, some are true love, some are followers, and some regard collectibles as financial products that can continuously increase the value.
In trendy toy collection, the collective impulse of young people has continuously pushed up the prices of the second-hand market, and at the same time, it has made a group of scalpers become rich. Some scalpers even threatened that "the premium is only one or two times, and they make too little money." "If trendy toys continue to be popular, I can do it in two years I bought a house in Beijing.
considers collecting as a fun person, and is not too sensitive to the fluctuations in the price of collections. But now the situation in the trendy toy collection market is that the higher the price of a toy, the more people buy it. Taking "Ling Nabelle" as an example, from the beginning, I found someone to purchase it, and then the purchase fee was increased to 500 yuan for sale, and then the price rose like a kite that had taken off the string until it rose to several thousand yuan. Just imagine, if no collectors participated in the event after the price was hyped up, and the high price could not be maintained by relying on speculators to raise the price by themselves, and this time, "Ling Nabelle" is not limited to sale. If trendy toy collectors face the collection rationally, the price of the entire trendy toy second-hand market will be rational.
in the toy collection market There are many enthusiasts. A toy collector in Beijing has collected nearly 400 iron toys over the past 20 years. He used these toys to decorate a homestay, displaying the toys he collected over the years as much as possible, so that people who like toys or nostalgic people can appreciate them together, and let young people understand the development of China's toys. The iron toys he collected are given by friends, exchanged by frivolous goods markets, and even exported toys made in China that he bought in frivolous goods markets when traveling abroad, but they did not buy them for thousands of yuan.
collections are loved and collected because they all contain stories of a time. If the connotation of the collection is ignored and collecting it just because it may add value, it will lose the fun of collecting and the meaning of collecting it.
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