中国的玩具和游戏市场

2022 年，由于 COVID-19 Omicron 的爆发，传统玩具和游戏以及视频游戏都实现了高个位数的经常性利润率。 在传统玩具和游戏中，由于中国主要城市地区全年实施的关闭/关闭措施导致线下物流量大幅波动，因此现值销售额大幅下降。

本报告审视了中国玩具和游戏市场，并呈现了 2018 年至 2022 年的最新零售数据、主要参与者、主要品牌、新产品开发、分销、定价问题以及影响市场的其他主要因素。它提供了详细的信息有关因素的信息，例如

内容

目录和表列表

执行摘要

• 2022 年的玩具和游戏：大局
• 2022 年的主要趋势
• 竞争格局
• 零售业的发展
• 玩具和游戏的下一步是什么？

市场数据

免责声明

来源

中国传统玩具和游戏

关键数据发现

2022：进步

• 由于与流行病相关的严格控制，传统玩具和游戏大幅减少
• 儘管 2022 年整体表现不佳，玩偶、配饰和拼搭玩具依然强劲
• 乐高保持领先地位，但 Pop Mart 的增长表现停滞

前景与机遇

• 放鬆防疫措施推动强劲復苏
• IP 本地化创新是可持续发展的关键
• 随着在线采用率的持续快速增长，重新确定渠道的优先级非常重要

类别数据

中国电子游戏

关键数据发现

2022：进步

前景与机遇

类别数据

Traditional toys and games and video games each recorded a high single-digit current value decline in 2022, due to the spread of the Omicron variant of COVID-19. For traditional toys and games, current value sales plummeted drastically as offline traffic faced great fluctuations in line with the on-and-off lockdown measures in all major metropolitan areas of China throughout the year. Declining consumer confidence and shrinking disposable incomes were also not good news, resulting in a general c...

Euromonitor International's Toys and Games in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Toys and games in 2022: The big picture
• 2022 key trends
• Competitive landscape
• Retailing developments
• What next for toys and games?

MARKET DATA

• Table 1 Sales of Toys and Games by Category: Value 2017-2022
• Table 2 Sales of Toys and Games by Category: % Value Growth 2017-2022
• Table 3 NBO Company Shares of Toys and Games: % Value 2018-2022
• Table 4 LBN Brand Shares of Toys and Games: % Value 2019-2022
• Table 5 Distribution of Toys and Games by Format: % Value 2017-2022
• Table 6 Forecast Sales of Toys and Games by Category: Value 2022-2027
• Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN CHINA

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Sharp decline for traditional toys and games due to tight pandemic-related controls
• Dolls and accessories, and construction remain strong despite overall underperformance in 2022
• Lego maintains its lead, but Pop Mart's track record of growth interrupted

PROSPECTS AND OPPORTUNITIES

• Easing of pandemic prevention measures set to fuel strong rebound
• Innovations in IP localisation key to sustained growth
• Rethinking channel priorities will become crucial as online penetration grows rapidly

CATEGORY DATA

• Table 8 Sales of Traditional Toys and Games by Category: Value 2017-2022
• Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2017-2022
• Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2017-2022
• Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2018-2022
• Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2019-2022
• Table 13 Distribution of Traditional Toys and Games by Format: % Value 2017-2022
• Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2022-2027
• Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2022-2027
• Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2022-2027

VIDEO GAMES IN CHINA

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Video games suffers its first decline for many years
• Volume sales of video games hardware continue to decline due to supply shortages and weak demand
• miHoYo increases its share and takes third place in video games, behind Tencent and NetEase

PROSPECTS AND OPPORTUNITIES

• Will AI disrupt the future of video games?
• The benefits of cloud gaming remain to be seen
• AR/VR headsets promises growth in a post-pandemic future

CATEGORY DATA

• Table 17 Sales of Video Games by Category: Value 2017-2022
• Table 18 Sales of Video Games by Category: % Value Growth 2017-2022
• Table 19 NBO Company Shares of Video Games: % Value 2018-2022
• Table 20 LBN Brand Shares of Video Games: % Value 2019-2022
• Table 21 NBO Company Shares of Video Games Hardware: % Value 2018-2022
• Table 22 LBN Brand Shares of Video Games Hardware: % Value 2019-2022
• Table 23 NBO Company Shares of Video Games Software: % Value 2018-2022
• Table 24 Distribution of Video Games by Format: % Value 2017-2022
• Table 25 Distribution of Video Games Hardware by Format: % Value 2017-2022
• Table 26 Distribution of Video Games Software by Format: % Value 2017-2022
• Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2017-2022
• Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2017-2022
• Table 29 Forecast Sales of Video Games by Category: Value 2022-2027
• Table 30 Forecast Sales of Video Games by Category: % Value Growth 2022-2027