20240430_魔镜洞察_玩具行业：积木市场趋势洞察报告_30页.pdf
SPEAKER DATE 2024 4 ContentsContents 01 02 03041ZAZyRqNmPqRrPpMsPoRoP6McMaQtRqQoMsOlOnNsPjMpPuMaQqQxPxNmPtOxNsRnR 3 2022 3-2024 2 2023 3-2024 2 1/2023 3-2024 2 GTM+MMI()1 2 3 GTM top/fwY+IOLPq/kA63qHr2Q3C5KvZxvDHl7CnYBIQwX/6MP7MRV5rTWTrYLMNbKAm1+3 Part1 6 2023 907 2.7%GAGR 1.3 pct 2017-2023 2012 vs2021/62023 VS|64670576078085588390701002003004005006007008009001,0001,1001,2002017 2018 2019 2020 2021 2022 2023+6.5%+5.2%539566810545690 78%+38.5%0.0%+33%2012202188314170539071456848+2.7%+2.4%-2.2%+33%20222023 759.5 654.7 13.8%113.3 79.0 30.2%60-80 2022.03-2024.02 7|60-80 0200040006000800010000120000102030405060708090 607080901001101201301402022-032022-052022-072022-092022-112023-012023-032023-052023-072023-092023-112024-01 2022.03-2024.02 16.1%89.6 16.1%/DIY 8.5 18.3 19.0 20.1 20.2 27.9 39.1 45.2 48.1 89.6 0.0 50.0 100.0/DIY/MAT2024MAT2023MAT2023-MAT2024 MAT2024 8|89.6 105.3 89.6 14.9%1.0 1.1 12.0%020040060080010001200024681012 2022.03-2024.02 2022.03-2024.02 9|607080901001101201301402022-032022-052022-072022-092022-112023-012023-032023-052023-072023-092023-112024-01 10 MAT2024 10%MAT2024 3.6 2.4 3.3 3.8 9.7 9.7 11.3 8.9 44.8 15.9 13.8 14.9 16.2 13.0 12.2 13.3 34.1 50.5 52.6 43.1 46.6 44.1 44.6 49.9 17.5 31.2 30.3 38.2 27.5 33.2 31.9 27.9 0%10%20%30%40%50%60%70%80%90%100%22Q1 22Q2 22Q3 22Q4 23Q1 23Q2 23Q3 23Q4 2022Q1-23Q4 MAT2024 10MAT23 MAT24|-20.3%6.2%-21.2%-0.1%-23.8%-17.4%148.6%130.4%86.0153.2242.555.564.5120.8218.959.8-25.0%-21.1%-9.7%+7.8%MAT23 MAT24 CR5 55.7%46.2%2022.03-2024.02 CR5 11|2%lego/33.7 1308.8 257.6 37.6%-35.4%1.3 107.7 118.9 1.4%-19.3%1.2 154.3 79.8 1.4%+4.4%lele brother/1.1 359.9 29.6 1.2%+213.7%enlighten/1.0 187.8 53.5 1.1%-14.9%keeppley 0.7 54.0 130.4 0.8%+13.2%feelo/0.6 68.2 91.4 0.7%-14.3%mideer/0.6 24.6 243.6 0.7%+7.7%dream start/0.4 48.8 90.3 0.5%-40.7%0.4 57.0 71.2 0.5%+348.3%2023.03-2024.02 TOP10 32203175MAT2023 MAT2024 55.7%46.2%MAT2023 MAT2024CR5 200 500 11 11 500 500 0%10%20%30%40%50%60%70%80%90%100%2022-032022-042022-052022-062022-072022-082022-092022-102022-112022-122023-012023-022023-032023-042023-052023-062023-072023-082023-092023-102023-112023-122024-012024-020-100 100-200 200-300 300-400 400-500 5002022.03-2024.02 0%10%20%30%40%50%60%70%80%90%100%0-100 100-200 200-300 300-400 400-500 5002023.03-2024.02 TOP10 12|Part2 23 3-24 2&14 35.4%IP 14.8%10.8%8.4%7.4%IP 45.1%17.9%IP 11.0%9.1%4.4%IP 23 3-24 2 11.3%23 3-24 2|15 46.6%53.4%MAT2023MAT202423.6%42%16%13%10%4%4.2%14.5%20.3%24.8%13.6%6.6%4.5%11.3%MAT2023 MAT2024276.4%21-35 18-25 50 IP IP IP IP IP 80 90 IP NANA IP IP 23 3-24 2 IP IP|IP IP 16500%1,000%0%2,000 6,000 4,000 28,000 26,000 24,0005,000%-500%0 10,000 30,000 12,000 8,000 64,000 A DC(%)1,600 1,700 1,800 2,600 1,100 0-200%0%200%400%600%800%5,000%100%-300%-100%300%500%700%1,200 1,300 1,400 1,500 NANA 23 3-24 2 IP TOP30 IP 1000 100%IP moover 23 3-24 2|1731,3236,8913,3562,9890 5,000 10,000 15,000 20,000 25,000 30,000 35,0000 10 20 30 40 50 60 70 15%42%20%68%23 3-24 2 0.2%0.3%0.4%0.9%1.5%1.9%2.7%2.9%3.3%3.5%3.9%5.7%7.8%9.0%19.8%36.2%/23 3-24 2|18 Part3 33.7 350%Jaki IP 200%IP 2023.03-2024.02 TOP25 TOP252010%20%30%40%50%60%70%80%90%200%210%300%310%320%330%340%350%010020030026020406080120140160180220240280520-90%-80%-70%-60%-50%-40%-30%-20%-10%0%nukied/lele brother/enlighten/feelo/mideer/dream start/keeppley lego/%cada/loz/lalaplayrolife/banbao/toptoyjakihape lechin/0200400600800 Lego system 21+61.3%63.3%65.5%66.2%65.9%64.3%65.3%65.3%68.6%71.9%55%59%63%67%71%75%1932-1958 1959-1988 1989-2003 2004-0.004mm 2012-2021 Dots Vidiyo 1.59 518 518 518+IDEAS Serious Play 518+/Boost 918+DC/IP DC DC 918+2 918+IP 918+IP 918+IP 918+IP 599 TOPTOY 199 289 22 IP 0102002040 2022.01-2024.02 MAT2024 1.3-19.3%IP IP IP+2 IP IP IP IP B IP IP IP kkv 23 IP IP 0123401234 12+2022.01-2024.02 jaki MAT2024 2625.6+195.6%IP IP IP 50000+TOPTOY 70 Jaki,JAKI 24 IP IP 01020300102030 2022.01-2024.02 MAT2024 1.2+4.4%IP 2003201320182019 2020 IP IP X-AREA 10+0-3+IP 3 Z IP IP 3 IP DC KOL DC KOL 25 IP TOPTOY 012301234 2022.01-2024.02+TOPTOY MAT2024 2700.3+97.4%IP IP 9490 9096109145miniso toptoy+10%+130%2019-2023 TOPTOY 53389971171482021H1 2021H2 2022H1 2022H2 2023H1 2023H2 2023 12 31 TOPTOY 148 60 2023 TOPTOY Global 2023 TOP TOY Temu+TOP TOY shopee IP IP IP IP+100-200 BEBE BEBE 0%100%lego/TOPTOY 500400-500300-400200-300100-2000-100MAT2023 vsTOPTOY TOP TOY x CIC 26IP IP IP IP IP IP IP IP IP X-AREA Z JAKI IP IP 1IP 0102 03Part4 IP 28 IP IP IP 80 90 IP IP IP 35 IP M SOHO 1A 2005 010-84785451!
