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

假如以经济实力对于海内各年夜都会举行排序，上海绝对于是盘踞榜首位置。数据显示，本年前三季度，上海实现地域出产总值（GDP）33019.23亿元，同比增加6.0%。地域出产总值是天下所有都会的第一名，同时其消吃力也不容小觑。

那末，上海的玩具市场怎样？日前，中外玩具全媒体中央走访了上海徐家汇-美罗城、南京路步行街、金桥LaLaport、瑞虹六合太阳宫等购物中央、贸易街，发明上海的玩具实体店很是多，传统业态于萎缩的同时，也有许多新型门店开业。▍来历：中外玩具网（ctoy-gdta）文/图：Iris

01阛阓百货玩具专柜缩减

最近几年，传统实体渠道都不太好于。一方面是电商平台的打击，一方面也是由于疫情影响没法正常业务。这些因素致使的直接成果就是门店封闭、专柜打消。

位在上海南京东路的宝年夜祥青少年儿童购物中央是宝年夜祥的总店，共有6层。因为宝年夜祥的定位，其门店内发卖的产物均是办事在青少年和儿童糊口、文娱、进修等方面的产物。玩具位在宝年夜祥青少年购物中央的六楼，今朝共有6个专柜。

据相识，宝年夜祥的玩具专柜都是跟渠道商/代办署理商以联营的情势互助的。之前，渠道商/代办署理商大都是代办署理一两个品牌，而此刻每一个渠道商/代办署理商朝理的品牌愈来愈多，这就使患上宝年夜祥的玩具专柜数目于削减，但发卖的玩具品牌愈来愈多。

中外玩具全媒体中央记者顺着扶梯来到六楼，一眼就看到玩具区。此中，凯知乐、Hello-TOYS、apple park、小天才、卡游等品牌LOGO很是显眼。除了了这些外，还有有奥迪双钻、布鲁可、双鹰、星辉、拼奇、多美、ty、摩比世界等海内外品牌，以和食玩产物发卖。

宝年夜祥6楼的Hello-TOYS

比拟宝年夜祥还有有较多玩具专柜，上海第一八佰伴的玩具区域面积相对于较小。该阛阓地面上一共10层，玩具区位在8楼——重要是用陈设架摆放于8楼的中央区域，涵盖积木、毛绒、塑胶、婴幼、益智、电子电动等各种型产物。记者去的时间是周四下战书2点摆布，整个阛阓的人流都未几，但8楼的玩具区域还有有几位消费者于选购产物。

为了吸惹人流，上海第一八佰伴于8楼斥地了泡泡池乐土，百联通会员扫码领券便可免费进入顽耍。还有有考古挖掘、玩详细验区等可供孩子顽耍、试玩玩具。

上海第一八佰伴玩具区

02各类专精门店数目增长

传统的实体门店于消减，但不料味着市场不需要玩具实体门店。从走访上海的环境来看，各类新型的实体门店数目不少，且再也不夸大年夜而全，转而主打专与精。

于位在徐家汇商圈的美罗城二楼，有一家名为“新鐺集”的店。门店面积不年夜，门口显著位置陈设着蜡笔小新的人偶公仔，另外一边玻璃上则是哆啦A梦相干元素。显而易见，这是一家提供蜡笔小新及哆啦A梦等IP正版商品的调集店。

走进门店，货架上整洁陈设着的即是各类蜡笔小新、哆啦A梦的周边产物，包括但不限在玩具、文具、糊口日用品、数码产物、装饰品等。对于在这两个IP的粉丝而言，新鐺集可以满意其一站式购物的需求。

于美罗城里，与新鐺集近似的门店还有有GoodSmile——日本动漫厂商GoodSmile品牌门店，主营产物是动漫周边产物，尤以手办系列产物知名。该门店是GoodSmile于上海开设的第二家门店，首家店位在上海主场ESP。

日本之外、世界首家的SHJUMP SHOP也开于美罗城内，重要发卖的产物是日本动漫《鬼灭之刃》《咒术回战》《电锯人》《JOJO的奇奥冒险》《帆海王 ONEPIECE》《龙珠 DRAGONBALL》《银魂》等知名作品的周边产物。

2021年，高达实体立像表态上海金桥LaLaport时，吸引了浩繁高达粉丝赶来打卡。而就于金桥LaLaport内，还有有一间专营高达玩具和周边产物的门店，名为高达基地（THE GUNDAM ）。门店面积一样不年夜，但有一多半的空间是高达模子的陈设货架，残剩小部门空间为立牌、钥匙扣、衣服、冰箱贴、马克杯等周边产物。

上述提到的这些门店都是专门的二次元周边门店，其方针受众集中于二次元群体，更正确地说是动漫的粉丝群体。专而精的门店除了了这类以外，还有有一种是品牌专营店，比力知名的是乐高旗舰店、伽百利发卖专区等。

最近几年，也有部门国产物牌于开设线下门店，好比卡游。中外玩具全媒体中央记者走访上海时发明，于金桥LaLaport、瑞虹六合太阳宫、七宝万科、合生汇、南翔印象城等均有卡游的门店。这些门店内，不止有发卖卡游的浩繁卡牌产物，还有有设置对于战区域、线下扭卡机等。

03实体门店还有有远景吗？

对于在实体店是否有远景的话题，历来没有独一谜底。从厂商的反馈以和走访市场来看，实体门店的上风仍旧存于，好比体验性、办事、品质保障等。对于在玩具品牌而言，开设线下门店也有助在宣传品牌、塑造品牌形象。事实上，消亡的不是玩具实体门店，而是传统的、不顺应此刻年青人消费习气的实体门店。

以百货阛阓为例。传统的百货阛阓凡是都是将玩具区域设于较高楼层，除了了前文提到的宝年夜祥、第一八佰伴外，还有有广州购书中央儿童六合位在4楼、广州情谊市肆玩具专柜位在7楼……由于设计计划的缘故，百货阛阓的购物区、餐饮区等间隔玩具区都较远。除了非是特意去采办玩具，不然一般消费者不会去到玩具区域。

新型的玩具实体门店选址起首会更倾向购物中央、贸易街等年青人堆积之处，其次则是总体会“向下移”。好比泡泡玛特、TOP TOY、酷乐潮玩等潮玩门店一般开于负一层到正二层之间，且周围会有面包店、茶饮店、服装店等差别类型的门店，便在为门店引流；前文提到的二次元门店基本都于1~3层。

借使倘使门店位在较高楼层，则要确保可以或许吸引到人流，好比卡游于广州的超等旗舰店位在正佳广场的5楼。楼层虽然偏高，但正佳广场的5楼本就是许多家长会带孩子去之处，并且这一层有儿童衣饰、儿童乐土、儿童进修桌、巧虎乐智小六合等，都是面向孩子的门店。再加之该楼层还有有部门餐饮店，没必要担忧人流不足的问题。

再者即是方针消费群体差异会影响实体店的营收。潮玩店、二次元门店之以是可以或许开患上起来，重要就是由于方针受众越发精准。好比二次元门店的焦点受众就是动漫的粉丝，而粉丝们“为爱氪金”的动力统统，这点于人气爆棚的动漫展上已经经获得充实表现。只要捉住焦点粉丝受众，门店的买卖就不会太差。还有有高达基地发售的模子产物有许多都标注着“高达基地限制”，象征着于另外门店或者渠道买不到，这也是为实体店引流的一种方式。

上海金桥LaLaport外的高达实体立像

而传统玩具店发卖的产物多而全，产物的利用者是孩子，但采办者是家长。如今，年青一代的家长习气了网购，较少会去实体门店选购玩具。再加之最近几年年夜情况经济不太好，玩具又长短必须品，家长们给孩子采办玩具的预算会收紧。本年以来，已经经有多位渠道商反馈玩具客单价下滑。

固然，传统玩具店与潮玩店、二次元店发卖的产物差异较年夜，方针群体也险些差别，不克不及彻底类比。但这些新型门店的特色还有是值患上传统玩具店借鉴。据记者所知，已经经有传统玩具店于转型，好比引进潮玩、二次元周边等产物；增长电商下单配送办事；和时调解产物布局，对于产物举行优越劣汰；做精品而非寻求全品类等。

▍来历：中外玩具网（ctoy-gdta）文/图：Iris

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CONNECT:[ UseTime:0.006926s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004919s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004140s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004501s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004109s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004131s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004552s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004017s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.005042s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004021s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004588s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004025s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004013s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004020s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004102s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004046s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004073s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003960s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003954s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004073s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003978s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004093s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004031s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004006s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004519s ]SELECT * FROM `ta_article` WHERE `id` = 190 LIMIT 1 [ RunTime:0.008315s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004031s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004118s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004487s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004000s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003987s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003959s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004030s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004001s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004006s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003993s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003979s ]SELECT `id` FROM `ta_cate` WHERE `module_id` = 19 [ RunTime:0.003951s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004035s ]SELECT * FROM `ta_field` WHERE `module_id` = 6 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004023s ]SELECT * FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.004026s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'UsersType' LIMIT 1 [ RunTime:0.003967s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 6 LIMIT 1 [ RunTime:0.003938s ]SHOW FULL COLUMNS FROM `ta_users_type` [ RunTime:0.004366s ]SELECT `id`,`name` FROM `ta_users_type` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003933s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '1' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003974s ]UPDATE `ta_article` SET `hits` = `hits` + 1 WHERE `id` = 190 [ RunTime:0.007057s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.005012s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004140s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.004003s ]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:0.004394s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003966s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003956s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003969s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003929s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004053s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003957s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003965s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003918s ]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:0.004407s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003982s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003953s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004015s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003966s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003975s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003931s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.006668s ]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:0.004433s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004057s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003948s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003949s ]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:0.004473s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004044s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004085s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004058s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004002s ]-必一运动官网