"Re evolution" of Chinese toys: getting rid of low-end and detonating TikTok

TikTok may become the import of overseas toy content.
In February this year, the American Toy Association announced the 2022TOTY Toy Award, which is known as the "Oscar" in the toy industry.
Among them, MagicMixies (Magic Mist Pot) and Squishmallow plush toys that exploded on TikTok won many awards, such as the best creative toy of the year, the best toy of the year, and toys chosen by the public.
(Photo source: Amazon) From toilet flushing toys and milk tea figurines to LightPong party light toys and flower fairies, TikTok has brought fire to many "online red toys", including Chinese toy companies.
For a long time, China, as a "world toy factory", has supplied 70%~80% of the world's toy production demand, but it lacks voice in upstream original design and downstream brand marketing.
With the popularity of TikTok overseas, the toy category has won a new user interaction channel because of its entertainment attributes and TikTok's perfect fit.
Toys also ushered in a new round of vitality of low-cost close to users, improving popularity and getting rid of "low-end manufacturing".
At the same time, not limited to TikTok, some traditional toy factories and new fashion play brands are adapting to the needs of overseas consumers in various ways.
Toys coming to the sea in the overall accelerated period of 2B transformation to 2C forced the "re evolution" of the production end and the marketing end.
Toy enterprises have gained key driving force on the road of product innovation and IP development.
01 Dare to invest and develop the product innovation ability of some companies.
"In the past, when doing foreign trade, we designed and produced more according to the needs of B-end customers.
Now, after it becomes easier to contact C-end customers, the space for independent research and development becomes larger.
New products will also refer to the popular trend of C-end, the decompression methods that TikTok, Instagram and other social media users pay attention to, and more games and TV plays are the sources of our design inspiration." Tao Boao, manager of Lanxi Bozhong Crafts Co., Ltd., told Hugo that the company now has two product lines, one is decompression toys and the other is archaeological toys.
Decompression toys have been an old line for 14 years.
Archaeological toys were newly added production lines last year according to changes in overseas market demand, all of which were original and independently designed.
At present, the average development cycle of the company's decompression toys has reached 15 days, while the average development cycle of archaeological toys is 10 days.
Among them, the design takes 3 days, including 1 day for the first draft and 2 days for revision.
After the design is completed, the stamping and mold opening will be completed in about 7 days.
After the sample is produced, it will be sent to the United States.
If it is quick, it will arrive in three days.
Then it will take another day or two to test the market and arrange production according to the test results.
"At least 10 new products will be introduced every month, and more than 80% of the samples can enter the final mass production stage.
The latest popular product is the mute ball, which belongs to the technology monopoly product.
Because of the particularity of the formula, there are no more than three factories in China.
At present, there are still some products in short supply in China, and they will be introduced overseas if appropriate." Tao Boao said.
(Cooraner Quiet Ball source: pictures provided by interviewees) The company's main P