At the Japan Toy Association seminar held recently, the research company Gfk released the "2016 Toy Sales Market Analysis Report". Japan is one of the important toy markets in Asia and the world, and an important exporter of Chinese toys. The following report selects data and has certain reference for related export enterprises.
According to the statistics of the report, the sales amount of Japanese toys has increased for three consecutive years. The growth rates in these three years are: 2014 (+4%), 2015 (+7%), and 2016 (+6%).
As can be seen from the figure, the main share of the Japanese toy market is dominated by video game related products, but the proportion of major toys is increasing year by year.
According to the monthly sales amount composition ratio chart, the Christmas and New Year sales period is the peak season for toy consumption, accounting for one-third of the whole year, and the sales in the remaining months are evenly distributed.
From the classification of toys, the main categories are hobby toys (about 20%, and the ratio is very stable), boy toys, girl toys and ordinary toys. Among them, although the proportion of boy toys is high, it shows a trend of decreasing year by year, while girl toys are increasing year by year.
Although the year-on-year sales of all major categories have increased, the girls’ toys have been aggressive, reaching an impressive double-digit growth rate, driving the growth of toys throughout the year. After the boy’s toy experienced a negative growth in the first half of the year, it rebounded in the second half of the year and finally recovered the lost ground, achieving a slight increase of 4%.
From the overall average price of toys, the overall trend is increasing. In terms of major categories, the average price of boy toys is the lowest, concentrated in the range of 1,000 yen or less, and has shifted to the range of 1000-2000 yen in recent years; the average price of girl toys is mainly concentrated in the range of 2000-3000 yen, and 5000 - The range of 10,000 yen has expanded; the average price of ordinary toys is the highest, mainly concentrated in the range of 5000-10000 yen.
Source: Chinese and foreign toy nets
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