第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

弁言

11月29日晚间，汗青性的一刻呈现了——拼多多盘中初次逾越阿里巴巴成为美股市值最年夜中概股。只管此次逾越并未维持过久，但足以引起从专业人士到平凡公共的存眷。拼多多此前发布的2023年第三季度财报显示，公司实现总收入688亿元，同比增加94%；而阿里、京东同期间的季度收入别离为2248亿元、2477亿元，同比增加率别离为9%、2%。

电商历来是玩具发卖的主要渠道，如淘宝、天猫、京东等都是浩繁品牌拓展线上渠道的主要平台。但对于拼多多，玩具厂商的立场区分较年夜：有甘愿答应结构的，也有涓滴不感兴致的，更有“痛恨”的。

▍来历：中外玩具网（ctoy-gdta）文/编纂：Iris/Salas

01入驻品牌逐渐增多

犹记患上拼多多上市的2018年，中外玩具全媒体中央记者第一次接触拼多多，立即就被清一色订价几元还有包邮的玩具给震动到。颠末5年的时间，如今的拼多多上，仍旧有低价玩具，但也有许多品牌入驻。

于拼多多的首页，母婴板块位在显眼的位置。于该板块下，与玩具相干的是玩具娱乐、潮玩动漫两个子类目。此中，玩具娱乐重要是儿童玩具，涵盖积木拼插、早教益智、婴幼玩具、遥控模子、毛绒公仔、戏水玩具等14个种别；潮玩动漫则因此盲盒、高达机甲、次元衣饰、卡牌桌游、手办兵人、动漫周边、专业模子、BJD娃娃为主。

拼多多的玩具相干类目

随机点开此中一个品类，能看到部门产物带有“品牌”“旗舰店”等标注，这象征着产物来自在有认证的品牌。于拼多多上，即便同为认证品牌，认证方式也会有差别，而这也会影响公共对于店肆的承认度。

如韶光家旗舰店是韶光家品牌授权店肆。于品牌授权页面，商家上传的授权书显示，江西跃山科技有限责任公司授权江西昀友文化流传有限公司，于拼多多开设“韶光学”品牌旗舰店，并于平台上利用“韶光学”品牌牌号。基在此授权书，店肆得到了品牌店肆认证，但同时平台方也提到“品牌授权由商家自行上传”。

再有如乐乐鱼萌娃发蒙专卖店的品牌认证页面显示，店肆颠末了拼多多品牌方认证体系或者品牌牌号持有授权方认证，确认品牌授权属实，同时店肆的运营天资也颠末了拼多多的人工审核。

颠末平台或者品牌方认证的店肆

还有有一种因此品牌业务执照认证的店肆。如木丸子玩具旗舰店、beiens贝恩施官方旗舰店、topbright官方旗舰店、汇乐玩具旗舰店等店肆都是经由过程品牌所属企业的业务执照举行认证。这种型店肆绝年夜大都属在品牌官方运营店肆，比拟前两种来讲，更可以或许包管是正品。

按照拼多多平台显示的认证信息，乐高、美泰、孩之宝、斯平玛斯特等国际巨头，奥迪双钻、汇乐、特宝儿、贝恩施、发蒙、汇纳、森宝、木玩世家、简动文创、中动玩具、潮昇动漫等海内知名品牌，都以品牌授权或者品牌直营的情势入驻了拼多多，且部门店肆显示已经经是4年、6年等差别年份的老店。

海内外知名品牌入驻拼多多

02发卖向好面与问题

平台的榜单是帮咱们相识其玩具发卖环境的主要渠道。比拟京东、天猫，拼多多的玩具榜单显然还有不敷完美，并且划分比力杂乱，如维思积木的遥控积木翻斗车划分于坦克遥控车好评榜。按照划分相对于正确的点读机/早教机、遥控越野车、潮玩盲盒、卡牌桌游和配件4个榜单，再联合各品牌店肆产物销量，咱们可以年夜致相识拼多多玩具发卖的向好与问题。

拼多多四类玩具脱销榜

向好的一点是，拼多多上发卖的玩具再也不只有单价尤其低的产物。数十元到上百元的点读机、早教机、遥控越野车可以或许登上热销榜，申明拼多多的用户可以或许接管价格稍高的产物。而乐乐鱼、星域传奇、JJR/C等也都是淘宝/天猫各品类发卖领先的品牌。

需要尤其指出的是，乐乐鱼同1款产物之以是可以或许于点读机早教机脱销榜占4个席位，重要是由于产物发卖的店肆差别。朴润益智专营店、朴润早教专营店、朴润益智玩具专营店、朴润儿童用品专营店4个店肆都显示是乐乐鱼官方授权店肆。以店肆名称来看，相互之间应该是相干联的，产物的售价也是不异的，倒不会形成恶性竞争。

按照拼多多店肆显示的“已经拼件数”或者“总售件数”，各品牌于拼多多的发卖有差异，而影响其发卖的因素有店肆开设的时间、品牌的器重水平、品类的契合度等。截至11月30日12:00，斯平玛斯特官方旗舰店已经拼6235件、LEGO乐高奥莱店已经拼7.8万件、Hasbro孩之宝母婴官方旗舰店已经拼66件、美泰官方旗舰店已经拼3.1万件、汇乐玩具旗舰店已经拼10万+件。此外，还有有beiens贝恩施官方旗舰店总售50万+件、木丸子玩具旗舰店总售80万+件。

别的，auldey奥迪双钻官方旗舰店、auldey奥迪双钻旗舰店别离显示已经拼10万+件、20万+件。拼多多还有推出了奥迪双钻变形玩具脱销榜，可以看出该品牌于拼多多的发卖不错，且平台对于品牌器重度较高。

透过榜单也反应拼多多平台存于的问题，特别是潮玩盲盒、卡牌桌游和配件榜单。上榜的洞洞乐产物全数都是跟IP联合的，好比“蛋仔派对于”“奥特曼”“三丽鸥”等。但这些产物的品牌险些都不明确，再联合发卖价格可知，这些产物是正版授权的概率很小。卡牌桌游和配件脱销榜也存于近似的环境——5.88元可以采办到50张IP主题的卡片，正版授权的几率过小了。

03消费趋向与厂商立场

当拼多多的市值逾越阿里巴巴时，各年夜社交平台的网友都对于此群情纷纷。中外玩具全媒体中央搜坎阱友的讲话发明，这两年最先用拼多多的消费者许多，缘故原由年夜可能是疫情影响致使收入削减或者颠末疫情晓得了存钱的须要性，于是必需要审慎计划每一一笔支出。而拼多多上有许多物美价廉的产物，甚至同款要比其他电商平台自制。有消费者提到，拼多多的价格自制，办事还有好，天然愿意选择拼多多。

除了此以外，本年以来，玩具市场出现了较着的客单价降低趋向，低价优质的产物更好销。这也让拼多多于玩具消费市场拥有了必然的上风。

质优价廉对于消费者是功德，对于厂商可就未必。记者就“是否会结构拼多多”这一问题，采访过浩繁玩具厂家，企业要末暗示不思量，由于平台定位、消费群体与品牌定位不符，不肯意影响品牌形象；要末暗示会做，但会对于产物举行控价，不会造成价格乱象，影响其他线上渠道商。

比拟玩具企业的“平心静气”，渠道商遍及对于拼多可能是“怒目切齿”，特别是传统渠道商。“拼多多要逼死实体店”“拼多多太自制了，实体店底子没措施做”“此刻年青人都去拼多多了，谁还有来实体店呀”等吐槽、诉苦不乏其人。

还有有渠道商向记者吐露，某知名积木品牌的经销商就于拼多多上以低在市场价的价格发卖产物。虽然单件的价格是比其他渠道低，但架不住量年夜，整体收益很是可不雅。“年夜品牌是会控价，但是电商平台的控价太难了，品牌想控也控不住。”

虽然拼多多将来于玩具发卖方面会盘踞甚么样的位置很难说，但跟着海内电商格式从双雄争霸走向鼎足之势，拼多多的位置只会越发主要。插手或者者不插手的玩具厂商都须提早思索应答举措。

▲玩具厂商可申请插手中外玩具网微信群▲

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CONNECT:[ UseTime:0.006578s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004393s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003967s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004213s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003870s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003860s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004231s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003884s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004267s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003875s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004272s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003884s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003867s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003843s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003827s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003845s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004841s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003815s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003817s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003901s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003887s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003901s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003773s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003863s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004388s ]SELECT * FROM `ta_article` WHERE `id` = 220 LIMIT 1 [ RunTime:0.008092s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003898s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003905s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004188s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003825s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003851s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004216s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003900s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003863s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003820s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003838s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003861s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.003970s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003856s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003916s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003865s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003787s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.003827s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004218s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003955s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003818s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 220 [ RunTime:0.010196s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003838s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003893s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003862s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.004257s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003816s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003797s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003860s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003847s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003873s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003835s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004223s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003798s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004275s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003825s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003795s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003884s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003805s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003875s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003856s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003812s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004267s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003840s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003846s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003873s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004330s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003850s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003821s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003906s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003885s ]-必一运动官网