China Toys Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2018-2023

$ 1999


The China toys market was worth US$ 12.0 Billion in 2017. The market is further projected to reach a value of US$ 22.5 Billion by 2023, exhibiting a CAGR of 11% during 2017-2023. China is one of the leading toy markets in the world and its potential growth has created a huge opportunity for domestic and international toy manufacturers. The demand for toys in China is changing from traditional and decorative toys to electronic or remote-controlled toys. With inflating income levels of urban dwellers and rising standards of living, a shift has been witnessed from conventional toys to innovative electronic and plush toys. Moreover, the recent relaxation of the one-child policy in China has also added a large number of new-borns to the population, thereby expanding the consumer base of the toys market.

China Toys Market Size

China Toys Market Drivers/Constraints:

  • The increasing domestic demand for toys in China is currently being catalysed by the country’s economic growth and rising disposable incomes. China has exhibited strong GDP growth rates for the last several decades and now represents the world’s second largest economy. Owing to this fact, the middle-class population is increasing in the region. People have more disposable incomes and their spending patterns have also changed. This has resulted in a transition from traditional, low-end battery-operated toys, towards innovative electronic toys, intelligent toys as well as high-end plush toys and decorative cloth toys.
  • The relaxation of the one-child policy in 2013 in favor of a two-child plan has brought an influx of newborns in China. In 2016, China implemented the two-child policy completely under the 13th Five-Year Plan (2016-2020). According to the Hong Kong Trade and Development Council, the two-child policy has resulted in adding 2.4 million newborns in China each year. This is expected to expand the consumer base for toys creating a positive impact on the market.
  • There are large variety of toys currently available in the toys market in China. The diverse product category ranges from traditional plush toys, construction and building toys, dolls, board games and puzzles to high-end electronic toys, educational toys, ride-ons, up-market plush toys and dolls. There are toys which are domestically produced by small, medium and large manufactures and also there are products from renowned international brands. Each toy category has inexpensive and high-end versions. This large product portfolio along with their varied price ranges are able to cater to the consumers from different incomes groups, thereby bolstering the market growth. 
  • Online sales channels have recently witnessed a boom in China with the evolution of smartphones and other digital media. As the quality and features of products can be discussed among shoppers, and prices can be compared on various platforms, the online sales channels represents one of the fastest growing distribution channels for toys in China. Few of the major e-commerce platforms for toys are T-Mall, Taobao, jd.com etc. These online platforms provide an opportunity to international brands to open exclusive online stores and directly sell products to Chinese consumers without being physically present in the country. Evolution of these online sales channels has made various categories of products and brands easily accessible to consumers and catalyzed the growth of the market.


Market Summary

Product Type Insights:

On the basis of product type, plush toys are the most popular type of toys in China. Other major product types include infant/pre-school toys, activity toys, dolls, games and puzzles, construction and building toys, electronic/remote control toys, sports and outdoor play toys, ride-ons and others.

End-User Insights:

Based on the end-user, the report finds that unisex toys dominated the market. Unisex toys were followed by the girls’ and boys’ segments.

China Toys Market By End-User

Distribution Channel Insights:

On the basis of distribution channel, the market has been segmented into specialty toy chain stores, supermarkets and hypermarkets, departmental stores and online.  Currently, specialty toy chain stores represent the largest distribution channel as these stores have well established networks and offer a wide range of products.

Province Insights:

Based on the province, Guangdong enjoys the leading position in the market. Other major provinces are Jiangsu, Shandong, Zhejiang and Henan.

China Toys Market By Province

Competitive Landscape:

The toy market in China consists of both local and international manufacturers. The report provides a list of the key manufacturers across all major product types.

This report provides a deep insight into the China toys market covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, recent trends, key market drivers and challenges, SWOT analysis, Porter’s five forces analysis, value chain analysis, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the toys market in any manner.

Key Questions Answered in This Report:

  • How has the China toys market performed so far and how will it perform in the coming years?
  • Which are the popular product types in the China toys market?
  • What are the major distribution channels in the China toys market?
  • What are the major end-users in the China toys market?
  • What is the share of various provinces in the China toys market?
  • What are the various stages in the value chain of the China toys market?
  • What are the key driving factors and challenges in the China toys market?
  • What is the structure of the China toys market and who are the key players?
  • What is the degree of competition in the China toys market?

1    Preface
2    Scope and Methodology

    2.1    Objectives of the Study
    2.2    Stakeholders
    2.3    Data Sources
        2.3.1    Primary Sources
        2.3.2    Secondary Sources
    2.4    Market Estimation
        2.4.1    Bottom-Up Approach
        2.4.2    Top-Down Approach
    2.5    Forecasting Methodology
    2.6    Study Assumptions
3    Executive Summary
4    Introduction

    4.1    Overview
    4.2    Key Industry Trends
5    China Toys Market
    5.1    Market Overview
    5.2    Market Performance
    5.3    Market Breakup by Product Type
    5.4    Market Breakup by Distribution channel
    5.5    Market Breakup by End-User
    5.6    Market Breakup by Province
    5.7    Market Forecast
    5.8    SWOT Analysis
        5.8.1    Strengths
        5.8.2    Weaknesses
        5.8.3    Opportunities
        5.8.4    Threats
    5.9    Value Chain Analysis
        5.9.1    Overview
        5.9.2    Research and Development
        5.9.3    Raw Material Procurement
        5.9.4    Manufacturing
        5.9.5    Quality Control
        5.9.6    Marketing
        5.9.7    Distribution
        5.9.8    Retailers
        5.9.9    End Users
    5.10    Porter’s Five Forces Analysis
        5.10.1    Overview
        5.10.2    Bargaining Power of Buyers
        5.10.3    Bargaining Power of Suppliers
        5.10.4    Degree of Rivalry
        5.10.5    Threat of New Entrants
        5.10.6    Threat of Substitutes
    5.11    Price Analysis
        5.11.1    Price Ranges
        5.11.2    Price Indicators
6    Market Breakup by Product Type
    6.1    Plush Toys
        6.1.1    Market Overview
        6.1.2    Market Performance
        6.1.3    Competitive Landscape
        6.1.4    Value Chain
        6.1.5    Market Forecast
    6.2    Electronic/Remote Control Toys
        6.2.1    Market Overview
        6.2.2    Market Performance
        6.2.3    Competitive Landscape
        6.2.4    Value Chain
        6.2.5    Market Forecast
    6.3    Games and Puzzles
        6.3.1    Market Overview
        6.3.2    Market Performance
        6.3.3    Competitive Landscape
        6.3.4    Value Chain
        6.3.5    Market Forecast
    6.4    Construction and Building Toys
        6.4.1    Market Overview
        6.4.2    Market Performance
        6.4.3    Competitive Landscape
        6.4.4    Value Chain
        6.4.5    Market Forecast
    6.5    Dolls
        6.5.1    Market Overview
        6.5.2    Market Performance
        6.5.3    Competitive Landscape
        6.5.4    Value Chain
        6.5.5    Market Forecast
    6.6    Ride-Ons 
        6.6.1    Overview
        6.6.2    Market Performance
        6.6.3    Competitive Landscape
        6.6.4    Value Chain
        6.6.5    Market Forecast
    6.7    Sports & Outdoor Play Toys
        6.7.1    Market Overview
        6.7.2    Market Performance
        6.7.3    Competitive Landscape
        6.7.4    Value Chain
        6.7.5    Market Forecast
    6.8    Infant/Pre-School Toys
        6.8.1    Market Overview
        6.8.2    Market Performance
        6.8.3    Competitive Landscape
        6.8.4    Value Chain
        6.8.5    Market Forecast
    6.9    Activity Toys
        6.9.1    Market Overview
        6.9.2    Market Performance
        6.9.3    Competitive Landscape
        6.9.4    Value Chain
        6.9.5    Market Forecast
    6.10    Others
        6.10.1    Market Overview
        6.10.2    Market Performance
        6.10.3    Market Forecast
7    Market Breakup by Distribution Channel
    7.1    Specialty Toy Chain Stores
        7.1.1    Overview
        7.1.2    Market Performance
        7.1.3    Market Forecast
    7.2    Supermarkets and Hypermarkets
        7.2.1    Overview
        7.2.2    Market Performance
        7.2.3    Market Forecast
    7.3    Departmental Stores
        7.3.1    Overview
        7.3.2    Market Performance
        7.3.3    Market Forecast
    7.4    Online
        7.4.1    Overview
        7.4.2    Market Performance
        7.4.3    Market Forecast
    7.5    Others
        7.5.1    Overview
        7.5.2    Market Performance
        7.5.3    Market Forecast
8    Market Breakup by End-User
    8.1    Unisex
        8.1.1    Overview
        8.1.2    Market Performance
        8.1.3    Market Forecast
    8.2    Boys
        8.2.1    Overview
        8.2.2    Market Performance
        8.2.3    Market Forecast
    8.3    Girls
        8.3.1    Overview
        8.3.2    Market Performance
        8.3.3    Market Forecast
9    Market Breakup by Province
    9.1    Guangdong
        9.1.1    Overview
        9.1.2    Market Performance
        9.1.3    Market Forecast
    9.2    Jiangsu
        9.2.1    Overview
        9.2.2    Market Performance
        9.2.3    Market Forecast
    9.3    Shandong
        9.3.1    Overview
        9.3.2    Market Performance
        9.3.3    Market Forecast
    9.4    Zhejiang
        9.4.1    Overview
        9.4.2    Market Performance
        9.4.3    Market Forecast
    9.5    Henan
        9.5.1    Overview
        9.5.2    Market Performance
        9.5.3    Market Forecast
    9.6    Others
        9.6.1    Overview
        9.6.2    Market Performance
        9.6.3    Market Forecast
10    Toys Manufacturing Process
    10.1    Product Overview
    10.2    Raw Material Requirement
    10.3    Various Types of Unit Operations Involved
    10.4    Key Success and Risk Factors
11    Competitive Landscape
    11.1    Competitive Structure
    11.2    Key Players
12    Profile of Key Players
    12.1    Mattel, Inc.
    12.2    Lego
    12.3    Hasbro,Inc
    12.4    Vtech
    12.5    Hape International (Ningbo) Ltd.
    12.6    Silver Lit Toys Manufactory Limited
    12.7    Sieper Gmbh
    12.8    Micro Mobility Systems Ag
    12.9    Ravensburger Ag
    12.10    Shantou City Big Tree Toys Co., Ltd.


List of Figures


Figure 1: China: Toys Market: Major Drivers and Challenges
Figure 2: China: Toys Market: Sales Value (in Billion US$), 2010-2017
Figure 3: China: Toys Market: Breakup by Product Type (in %), 2017
Figure 4: China: Toys Market: Breakup by Distribution Channel (in %), 2017
Figure 5: China: Toys Market: Breakup by End-Users (in %), 2017
Figure 6: China: Toys Market: Breakup by Province (in %), 2017
Figure 7: China: Toys Market Forecast: Sales Value (in Billion US$), 2018-2023
Figure 8: China: Toys Market: SWOT Analysis
Figure 9: China: Toys Market: Value Chain Analysis
Figure 10: China: Toys Market: Porter’s Five Forces Analysis
 Figure 11: Toys: Breakup of Production Cost (in %)
Figure 12: China: Plush Toys Market: Sales Value (in Million US$), 2010-2017
Figure 13: China: Plush Toys Market: Profit Margins (Branded) at Various Levels of the Supply Chain
Figure 14: China: Plush Toys Market: Profit Margins (Non-Branded) at Various Levels of the Supply Chain
Figure 15: China: Plush Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 16: China: Electronic/Remote Control Toys Market: Sales Value (in Million US$), 2010-2017
Figure 17: China: Electronic Toys Market: Profit Margins (Branded) at Various Levels of supply chain
Figure 18: China: Electronic Toys Market: Profit Margins (Non-Branded) at Various Levels of supply chain
Figure 19: China: Electronic/Remote Control Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 20: China: Games and Puzzles Market: Sales Value (in Million US$), 2010-2017
Figure 21: China: Games and Puzzles Market: Profit Margins (Branded) at Various Levels of supply chain
Figure 22: China: Games and Puzzles Market: Profit Margins (Non-Branded) at Various Levels of supply chain
Figure 23: China: Games and Puzzles Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 24: China: Construction and Building Toys Market: Sales Value (in Million US$), 2010-2017
Figure 25: China: Construction and building Toys Market: Profit Margins (Branded) at Various Levels of supply chain
Figure 26: China: Construction and building Toys Market: Profit Margins (Non-Branded) at Various Levels of supply chain
Figure 27: China: Construction and Building Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 28: China: Dolls Market: Sales Value (in Million US$), 2010-2017
Figure 29: China: Dolls Market: Profit Margins (Branded) at Various Levels of the Supply Chain
Figure 30: China: Dolls Market: Profit Margins (Non-Branded) at Various Levels of supply chain
Figure 31: China: Dolls Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 32: China: Ride-Ons Market: Sales Value (in Million US$), 2010-2017
Figure 33: China: Ride-on Toys Market: Profit Margins (Branded) at Various Levels of the Supply Chain
Figure 34: China: Ride-on Toys Market: Profit Margins (Non-Branded) at Various Levels of the Supply Chain
Figure 35: China: Ride-Ons Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 36: China: Sports & Outdoor Play Toys Market: Sales Value (in Million US$), 2010-2017
Figure 37: China: Sports and outdoor Toys Market: Profit Margins (Branded) at Various Levels of supply chain
Figure 38: China: Sports and outdoor Toys Market: Profit Margins (Non-Branded) at Various Levels of supply chain
Figure 39: China: Sports & Outdoor Play Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 40: China: Infant/Pre-School Toys Market: Sales Value (in Million US$), 2010-2017
Figure 41: China: Pre-School Toys Market: Profit Margins (Branded) at Various Levels of the Supply Chain
Figure 42: China: Pre-School Toys Market: Profit Margins (Non-Branded) at Various Levels of the Supply Chain
Figure 43: China: Infant/Pre-School Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 44: China: Activity Toys Market: Sales Value (in Million US$), 2010-2017
Figure 45: China: Activity Toys Market: Profit margins (Branded) at Various Levels of the Supply Chain
Figure 46: China: Activity Toys Market: Profit Margins (Non-Branded) at Various Levels of the Supply Chain
Figure 47: China: Activity Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 48: China: Others Market: Sales Value (in Million US$), 2010-2017
Figure 49: China: Others Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 50: China: Toys Market Sales Through Specialty Toy Chain Stores: Sales Value (in Million US$), 2010-2017
Figure 51: China: Toys Market Sales Through Specialty Toy Chain Stores: Sales Value Forecast (in Million US$), 2018-2023
Figure 52: China: Toys Market Sales Through Supermarkets & Hypermarkets: Sales Value (in Million US$), 2010-2017
Figure 53: China: Toys Market Sales Through Supermarkets & Hypermarkets: Sales Value Forecast (in Million US$), 2018-2023
Figure 54: China: Toys Market Sales Through Departmental Stores: Sales Value (in Million US$), 2010-2017
Figure 55: China: Toys Market Sales Through Departmental Stores: Sales Value Forecast (in Million US$), 2018-2023
Figure 56: China: Toys Market Sales Through Online Channels: Sales Value (in Million US$), 2010-2017
Figure 57: China: Toys Market Sales Through Online Channels: Sales Value Forecast (in Million US$), 2018-2023
Figure 58: China: Toys Market Sales Through Other Channels: Sales Value (in Million US$), 2010-2017
Figure 59: China: Toys Market Sales Through Other Channels: Sales Value Forecast (in Million US$), 2018-2023
Figure 60: China: Toys Market (Unisex): Sales Value (in Million US$), 2010-2017
Figure 61: China: Toys Market (Unisex) Forecast: Sales Value (in Million US$), 2018-2023
Figure 62: China: Toys Market (Boys): Sales Value (in Million US$), 2010-2017
Figure 63: China: Toys Market (Boys) Forecast: Sales Value (in Million US$), 2018-2023
Figure 64: China: Toy Market (Girls): Sales Value (in Million US$), 2010-2017
Figure 65: China: Toys Market (Girls) Forecast: Sales Value (in Million US$), 2018-2023
Figure 66: Guangdong: Toys Market: Sales Value (in Million US$), 2010-2017
Figure 67: Guangdong: Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 68: Jiangsu: Toys Market: Sales Value (in Million US$), 2010-2017
Figure 69: Jiangsu: Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 70: Shandong: Toys Market: Sales Value (in Million US$), 2010-2017
Figure 71: Shandong: Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 72: Zhejiang: Toys Market: Sales Value (in Million US$), 2010-2017
Figure 73: Zhejiang: Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 74: Henan: Toys Market: Sales Value (in Million US$), 2010-2017
Figure 75: Henan: Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 76: Other Provinces: Toys Market: Sales Value (in Million US$), 2010-2017
Figure 77: Other Provinces: Toys Market Forecast: Sales Value (in Million US$), 2018-2023
Figure 78: Plush Toy Manufacturing Process: Detailed Process Flow


List of Tables


Table 1: China: Toys Market: Key Industry Highlights, 2017 and 2023
Table 2: China: Toys Market: General Price Range by Product Type (in US$ per Unit), 2017
Table 3: China: Toys Market Forecast: Market Breakup by Product Type (in Million US$), 2018-2023
Table 4: China: Plush Toys Market: Key Industry Highlights, 2017 and 2023
Table 5: China: Plush Toys Market: Major companies
Table 6: China: Electronic/Remote Control Toys Market: Key Industry Highlights, 2017 and 2023
Table 7: China: Electronic/Remote Control Toys Market: Major companies
Table 8: China: Games and Puzzles Market: Key Industry Highlights, 2017 and 2023
Table 9: China: Games and Puzzles Market: Major companies
Table 10: China: Construction and Building Toys Market: Key Industry Highlights, 2017 and 2023
Table 11:China: Construction & Building Toys Market: Major companies
Table 12: China: Dolls Market: Key Industry Highlights, 2017 and 2023
Table 13: China: Dolls Market: Major companies
Table 14: China: Ride-Ons Market: Key Industry Highlights, 2017 and 2023
Table 15: China: Ride-ons Market: Major companies
Table 16: China: Sports & Outdoor Play Toys Market: Key Industry Highlights, 2017 and 2023
Table 17: China: Sports & Outdoor Play Toys Market: Major companies
Table 18: China: Infant/Pre-School Toys Market: Key Industry Highlights, 2017 and 2023
Table 19: China: Infant/Pre-School Toys Market: Major companies
Table 20: China: Activity Toys Market: Key Industry Highlights, 2017 and 2023
Table 21: China: Activity Toys Market: Major Companies
Table 22: China: Other Toys Market: Key Industry Highlights, 2017 and 2023
Table 23: China: Toys Market Forecast: Market Breakup by Distribution Channel (in Million US$), 2018-2023
Table 24: China: Toys Market: Sales Through Specialty Toy Chain Stores: Key Industry Highlights, 2017 and 2023
Table 25: China: Toys Market: Sales Through Super & Hyper Markets: Key Industry Highlights, 2017 and 2023
Table 26: China: Toys Market: Sales Through Departmental Stores: Key Industry Highlights, 2017 and 2023
Table 27: China: Toys Market: Sales Through Online Channels: Key Industry Highlights, 2017 and 2023
Table 28: China: Toys Market: Sales Through Other Channels: Key Industry Highlights, 2017 and 2023
Table 29: China: Toys Market Forecast: Market Breakup by End-Use (in Million US$), 2018-2023
Table 30: China: Toys Market (Unisex): Key Industry Highlights, 2017 and 2023
Table 31: China: Toys Market (Boys): Key Industry Highlights, 2017 and 2023
Table 32: China: Toys Market (Girls): Key Industry Highlights, 2017 and 2023
Table 33: China: Toys Market Forecast: Market Breakup by Province (in Million US$), 2018-2023
Table 34: Guangdong: Toys Market: Key Industry Highlights, 2017 and 2023
Table 35: Jiangsu: Toys Market: Key Industry Highlights, 2017 and 2023
Table 36: Shandong: Toys Market: Key Industry Highlights, 2017 and 2023
Table 37: Zhejiang: Toys Market: Key Industry Highlights, 2017 and 2023
Table 38: Henan: Toys Market: Key Industry Highlights, 2017 and 2023
Table 39: Other Provinces: Toy Market: Key Industry Highlights, 2017 and 2023
Table 40: China: Plush Toys: Raw Material Requirement
Table 41: China: Toys Industry: Competitive Structure
Table 42: China:Toys Market: Key Players 


 


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