中国玩具及游戏市场

2024年，中国玩具和游戏市场将实现成长，这得益于传统玩具和游戏的蓬勃发展以及电子游戏日益增长的吸引力。人工智慧个人化发挥了关键作用，增强了数位和实体游戏体验。将中国文化元素融入玩具和游戏，深受国内消费者欢迎。竞争格局呈现份额转移和竞争加剧的态势，电商仍是主要销售管道。

Euromonitor International的中国玩具及游戏市场研究报告提供了国家层级市场规模和形态的全面指南。我们提供2020年至2024年的最新零售数据，协助您辨识推动成长的产业。我们甄选主要企业和主要品牌，并对影响市场的主要因素（包括新产品开发、分销和定价问题）进行策略性分析。 2029年的预测显示了市场预期的变化。

目标产品：传统玩具及游戏、电子游戏

数据范围：市场规模（实际和预测）、企业市场占有率、品牌份额、分销数据

为什么要购买这份报告？

• 详细了解玩具和游戏市场
• 确定成长领域并确定变革的动力
• 了解竞争格局、主要市场参与企业和领导品牌
• 透过五年预测评估市场将如何发展

Euromonitor International在出版市场研究报告、商业参考书和线上资讯系统方面拥有超过50年的经验。公司在伦敦、芝加哥、新加坡、上海、维尔纽斯、杜拜、开普敦、圣地牙哥、雪梨、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，并拥有遍布100个国家的分析师网络。凭藉其独特的能力和对多元化市场的深刻理解，公司能够开发可靠的资讯资源，为明智的策略规划提供支援。

目录

目录和表格

执行摘要

• 人工智慧个人化和本地文化元素是关键成长动力

关键数据发现

• 图 1：2024 年的主要趋势

产业表现

• 传统玩具和游戏成长最快，电子游戏占据主导地位
• 人工智慧用于个人化传统游戏和视频游戏体验
• 图表 2：正义在线推出AI 竞技场
• 收藏需求推动盲盒和交易卡成长
• 图3：中国收藏卡热潮推动扩张
• 本土创新推动价值销售。 《黑神话：悟空》就是一个很好的例子。
• 图 4：分析师观点

下一步

• 预计电子游戏将成为预测期内收入最高的游戏
• 技术和个人化预计将继续推动成长
• 授权玩具、收藏品和儿童玩具推动传统玩具和游戏的成长
• 手机游戏、订阅和跨平台模式推动电玩成长
• 无论是在传统游戏或电子游戏中，地域文化都具有重要意义。

竞争格局

• 卡优和泡泡玛特生意兴隆，而耀吉和叶罗丽却举步维艰
• Game Science 推出主机游戏挑战全球竞争对手
• DNF Mobile 的推出透过扩展经典 IP 来推动游戏销售
• 腾讯收购 EasyBrain、Space Ape 和 Kuloo Games，并投资育碧衍生公司
• 互动玩具「Bubble Pal」引人关注

频道

• 由于消费者要求更优惠的价格，零售电子商务在玩具和游戏销售中占据主导地位
• 线下零售仍发挥重要作用
• 转向更灵活的零售模式，例如快闪店和自动贩卖机

经济背景

• 图5：实质GDP成长率和通膨率（2019-2029年）
• 图6：中国PEST分析（2024年）

消费者背景

• 图 7：2024 年中国消费者的关键洞察
• 图8：2024年中国消费格局

国别报告免责声明

资讯来源

中国传统玩具与游戏

关键数据发现

2024年的发展

• 儿童和收藏家是推动成长的关键趋势
• 图 9：2024 年的主要趋势

产业表现

• 随着集换式卡牌越来越受欢迎，游戏和谜题推动了成长
• 建设业基数高仍维持稳健成长，但两极化明显
• BubblePal 利用人工智慧增强传统玩具和游戏以推动成长
• 图 10：Haivivi 互动玩具融合了语音辨识和自适应学习
• Jellycat 利用快闪咖啡馆和身临其境型体验迎合「Kidult」潮流
• 图表 11：Jellycat 上海快闪咖啡馆庆祝品牌成立 25 週年

下一步

• 建设业推动传统玩具和游戏的成长
• 透过技术整合和人工智慧个人化改变游戏体验
• 情感联繫改变传统玩具和游戏

竞争格局

• Kayou 预测，随着集中化程度的提高，经济将实现成长
• 泡泡玛特凭藉盲盒模型和IP扩大玩偶及配件领域的领先地位
• 随着收藏品越来越受欢迎，Pop Mart 和 Kayou 的业务不断扩张
• Luka 的 AI 学习伙伴在互动学习方面取得了成功
• 图12：分析师观点

频道

• 随着消费者寻求更好的交易和体验，电子商务正在成长
• 企业也青睐​​零售电子商务
• 线下零售仍然很重要，因为它能为消费者提供体验

国别报告免责声明

中国电子游戏

关键数据发现

2024年的发展

• 电子游戏软体推动了销售和成长，人们对具有地理意义的游戏的兴趣日益浓厚
• 图 13：2024 年的主要趋势

产业表现

• 手机游戏推动了成长，其中《王者荣耀》和《黑神话：悟空》等游戏表现良好。
• 自适应 NPC 和 AI 装备推荐可提高玩家留存率
• GameScience 和网易藉由中国文化取得成功
• 图 14：《黑神话：悟空》将中国神话与 AAA 游戏玩法结合

下一步

• 预测期内的持续创新和发展将推动电子游戏持续成长
• AI个人化推动电玩参与度
• 正如《不朽觉醒》所示，在地化对中国玩家来说越来越重要
• 图 15：分析师观点
• 订阅模式和云端游戏将变得更加重要

竞争格局

• 腾讯维持市场份额，米哈游面临挑战
• 图 16：米哈游继续致力于在全球扩展《原神》
• Game Science 的主机游戏对现有发行商构成挑战
• DNF Mobile 的成功也得益于其对经典 IP 的改编
• 参与企业采用跨媒体方式利用现有智慧财产权

频道

• 对数位产品的依赖导致零售电子商务主导了视频游戏市场
• 线下销售对电玩硬体仍然很重要
• 线下合作利用IP吸引年轻一代

国别报告免责声明

In 2024, toys and games saw growth in China, propelled by dynamic growth for traditional toys and games, and the increasing appeal of video games. AI personalisation played a significant role, improving both digital and physical play experiences. The incorporation of Chinese cultural elements into toys and games proved popular with domestic consumers. The competitive landscape witnessed changes in share and intensified competition, while e-commerce remained the dominant sales channel.

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 2020-2024, 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 2029 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• AI personalisation and local cultural elements are important growth drivers

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games witnesses the fastest growth, while video games dominates sales
• AI used to personalise traditional games and video games experiences
• CHART 2 Justice Online Launches AI Arena
• Demand for collectibles drives growth for blind boxes and trading cards
• CHART 3 China's Collectible Card Craze Drives Continued Expansion
• Localised innovations drive value sales, exemplified by Black Myth: Wukong
• CHART 4 Analyst Insight

WHAT'S NEXT?

• Video games to see the highest sales during the forecast period
• Technology and personalisation set to continue to contribute to growth
• Licensed toys, collectibles, and kidults set to drive expansion in traditional toys and games
• Mobile games, subscriptions, and cross-platform models set to drive growth in video games
• Continued importance of local culture in both traditional and video games

COMPETITIVE LANDSCAPE

• Kayou and Pop Mart thrive, while Yaoji and Yeloli struggle
• Game Science challenges global competitors with console game launch
• DNF Mobile launch boosts game sales due to extending a classic IP
• Tencent acquires EasyBrain, Space Ape, Kuloo Games, and invests in Ubisoft spin-off
• Interactive toy BubblePal gains prominence

CHANNELS

• Retail e-commerce dominates sales of toys and games as consumers seek better prices
• Offline retail still has a role to play
• A transition to more flexible retail models, such as pop-up stores and vending

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in China 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in China 2024
• CHART 8 Consumer Landscape in China 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults and collectibles are key trends driving an acceleration of growth
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Games and puzzles drives growth due to rising popularity of trading cards
• Construction maintains solid growth despite a high base, but polarisation seen
• BubblePal enhances traditional toys and games with AI, boosting growth
• CHART 10 Haivivi Interactive Toys Incorporates Voice Recognition and Adaptive Learning
• Jellycat leverages the kidult trend with pop-up cafe and immersive experiences
• CHART 11 Jellycat's Shanghai Pop-Up Cafe Celebrates the Brand's 25th Anniversary

WHAT'S NEXT?

• Construction set to lead growth in traditional toys and games
• Tech integration and AI personalisation to reshape play experiences
• Emotional connections set to reshape traditional toys and games

COMPETITIVE LANDSCAPE

• Kayou sees growth amidst increasing concentration
• Pop Mart extends its lead in dolls and accessories thanks to blind box model and IPs
• Pop Mart and Kayou expand as collectibles surge in popularity
• Luka's AI Learning Companion achieves success with interactive learning
• CHART 12 Analyst Insight

CHANNELS

• E-commerce gains ground as consumers chase better deals and experiences
• Companies also favour retail e-commerce
• Offline presence remains important as stores attract consumers with experiences

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Video games software drives sales and growth, with interest in titles of local importance
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Mobile games drives growth, as titles such as Honor of Kings and Black Myth: Wukong thrive
• Adaptive NPCs and AI equipment recommendations boost player retention
• Game Science and NetEase find success through Chinese culture
• CHART 14 Black Myth: Wukong Blends Chinese Mythology with AAA Gameplay

WHAT'S NEXT?

• Continued growth for video games, due to constant innovation and development over the forecast period
• AI personalisation set to drive engagement for video games
• Localisation will be increasingly important to Chinese gamers, as demonstrated by Immortal Awakening
• CHART 15 Analyst Insight
• Subscription models and cloud gaming will become increasingly relevant

COMPETITIVE LANDSCAPE

• Tencent maintains its share, while miHoYo faces challenges
• CHART 16 miHoYo Remains Committed to Expanding Genshin Impact Universe
• Game Science's console game challenges established publishers
• Success of DNF Mobile launch attributed to adaptation of a classic IP
• Players adopt a transmedia approach to leverage established IPs

CHANNELS

• Retail e-commerce dominates video games due to reliance on digital products
• Offline sales remain important for video games hardware
• Offline collaborations capitalise on IPs to attract younger generations

COUNTRY REPORTS DISCLAIMER