Rope Playground Equipment KP-K001

Since the rapid development of the Internet era, online e-commerce has changed the inherent competitive landscape of the product retail industry, and both brands and channels are gradually shifting to the online. As a representative traditional retail industry, toys can not be underestimated. According to public statistics, the toy line accounts for about 30% of the industry's market share in 2018, and this number will continue to rise in the short term.

However, offline retailing, as the main force of the industry, still plays a decisive role in the trend of the market. In the context of the continuous expansion of online channels, many offline stores have introduced the concept of “new retail experience”, and there are different “counter-attack” methods in the offline industry in the toy industry. In the Q2 sales data of the Jingdong Outer Platform just announced by the Maternal and Infant Research Institute, in the list of brand sales TOP10, a brand with super high growth rate caught our attention.

Large-scale amusement equipment Q2 sales growth

With the growth rate of 1642574.6%, it became the seventh place on the TOP list. It is reported that Satisfaction is a modern amusement equipment that focuses on the production and sale of gift machines and children's video games. The nature of the amusement equipment itself determines that most of its sales targets are mainly merchants, while devices such as gift machines and doll machines are more of a role as “toy containers”.

In the consumer market where young people are in the market, high-quality entertainment consumption has become the dominant trend. The video game towns at the entrance to the cinema are everywhere. The subway stations, stores and communities in first- and second-tier cities have also begun to have large-scale gift machines. It has become another front against online e-commerce.

Innovative play or help new forces under the line

Online channel integration offline play, offline retail continues to improve the randomness and convenience of consumption has become the mainstream play in the toy industry. How can gift machines and video game devices stand out from the hands of practitioners and become a new growth point?

Differentiation of management methods. Many people know that it is profitable to arrange equipment in places with high traffic, but the appearance of the machine, the value of the built-in toys, and the simple and attractive gameplay are the focus of attention. As the terminal of the final reach consumers, even if the return rate is very low, the built-in toy is the most important part of the chain. Keeping the trend is the only rule of choice for toys.

Control costs and strengthen industrial concentration. High population flows bring not only industry opportunities, but also the costs associated with them, and in the context of the trend of “hot spots”, the invisible costs will increase. So how to find a balance between cost and service is very crucial. In addition, the distributed small-scale of gift machines is not a long-term solution for the development of players. How to make such emerging categories more concentrated through brand or channel meeting points is also the key to future development.

With the rapid growth of online data, we can foresee the emergence of more relevant categories of practitioners in the second half of the year. However, at present, the game of gift machines and video games is relatively simple. It is difficult to have a significant increase or increase the public's attention before the next explosion. What kind of performance will be required in such an offline “store” in the future? Further testing.

It is not known whether large-scale amusement equipment can be used for pan-entertainment. The toy market with a single-season sales of 18 billion still has a lot of unknown growth space worthy of exploration. For this, we have prepared for the toy people. An excellent industry conference, July 21st to 23rd, 2019, the annual mass event “Mother and Infant · 2019 5th Global Maternal and Infant Population Conference” will be shocked in Shanghai. Open! Here, there is not only the trend of future toy development, but also the analysis and understanding of the toy big coffee industry. It can also be accompanied by excellent toy people to witness the new trend and new pattern of the future toy.