How about a toy store? ——Looking at industry trends and business strategies from the hot spots of the entire network
Recently, the toy industry has become a hot topic on the Internet due to the summer consumption season, IP joint craze and the recovery of the parent-child economy. This article combines hot data from the past 10 days (as of November 2023) to interpret the current status and development direction of toy stores for you through structured analysis.
1. Top 5 popular toy topics on the entire network
| Ranking | Topic keywords | Search volume (10,000) | Main Platforms |
|---|---|---|---|
| 1 | Ultraman Card Limited Edition | 285 | TikTok/Xiaohongshu |
| 2 | STEAM Educational Toys | 176 | Zhihu/B site |
| 3 | Blind box second-hand trading trap | 142 | Weibo/Black Cat Complaint |
| 4 | Domestic building block brand evaluation | 98 | What's worth buying |
| 5 | Sanrio joint toys | 87 | Taobao Live |
2. Key data on toy store operations
| index | Average of physical stores | Online store average | Top brands |
|---|---|---|---|
| Order customer price (yuan) | 120-180 | 80-150 | 300+ |
| Repurchase rate | 25% | 35% | 60% |
| IP product proportion | 40% | 55% | 75% |
| Experience area conversion rate | 18% | N/A | 42% |
3. Look at business opportunities from hot spots
1.IP collaboration is still a traffic password: Ultraman and Sanrio and other IP derivatives occupy two of the top five hot searches. Specialty stores need to establish a dynamic IP product selection mechanism, focusing on the hot products trends of platforms such as Douyin/Xiaohongshu.
2.Demand for educational toys surges: The number of discussions on STEAM toys increased by 67% year-on-year. It is recommended to set up a special display area to improve the premium space with experience course services.
3.Second-hand transaction risk warning: There are hot spots in protecting rights in trendy toys such as blind boxes. Specialty stores should strengthen the protection of authentic products and provide official recycling services to build trust.
4. Successful cases: Pop Mart Q3 business data
| index | data | Year-on-year growth |
|---|---|---|
| Number of members | 26 million | 48% |
| Number of offline stores | 362 companies | twenty two% |
| Proportion of own IP | 58% | 15% |
5. Suggestions for entrepreneurs
1.Online and offline integration: Make an appointment in the store to experience through mini programs, and expand the radiation range by combining live streaming to sell goods.
2.Create memory points: Refer to hot search topics to design theme monthly activities, such as "Domestic Building Block Creative Competition", etc.
3.Data-based product selection: Create a hot search keyword monitoring table and update the product selection list every week.
Currently, the toy store industry is undergoing a transformation from a purely sales to a compound scenario of "entertainment + education + social". Stores that seize hot trends, strengthen experience services, and deepen member operations will gain greater room for development. Entrepreneurs are advised to focus on three major directions: IP operation, educational attribute strengthening and second-hand transaction supporting services.
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