第39届国际玩具和潮玩（深圳）博览会

2027年3月31-4月2日 深圳国际会展中央（宝安区）

对于全世界玩具业而言，2024年是从2023年年夜跌的低谷中攀升回稳的一年。时期感触感染到了市场的冷暖，也见证了企业于调解、转型历程中的努力与挣扎。今天，一道回首2024年的挑战、趋向、热门与亮点。

挑战：低增加常态化

从国际钱币基金构造、世界银行2024年于年头、年中、年底频频发布的陈诉论调可以发明，泰西通胀程度逐渐回落，全世界经济有望实现平稳着陆，但地缘政治场面地步依然不乐不雅、掩护主义昂首、金融市场颠簸等因素都令全世界经济走进迟缓增加新常态，而差别经济体之间经济增加趋在分解。

海外玩具行情也跟着经济年夜势升沉。联合国际玩具市场调研机构Circana及多个跨国巨头的最新陈诉来看，2024年第三季度，美国玩具发卖止跌回稳，其复苏速率优在欧洲市场。及泰西盘跚而起的环境比拟，亚太区相对于不变甚至小有增加。美泰、孩之宝、斯平玛斯特等跨国玩具巨头险些都认为2024年整年事迹将及2023年持平，2025年将迎来增加及盈利。

趋向：定单粉尘化

经济远景不稳，市场对于供给商的矫捷性要求年夜年夜提高。详细体现为定单从已往的“碎片化”进一步成长到“粉尘化”，即每一单定单的数目微小、周转矫捷快速，利便商家像“除了尘”同样快速清算库存。定单数目可以小到甚么水平？据记者于广交会上对于源头工场定货的采访相识到，几个纸箱的数目便可成交。

从海外品牌方、一线各类范围零售商的环境来看，也是云云，小单、快返、严控存货的趋向于2024年日趋凸起，甚至成为运营要害词。品牌方孩之宝于其财报中吐露，2024年前三季度的库存贮备额同比削减39%，但定单相应时间缩短到90天，比往年的相应效率晋升了30%。

年夜型连锁商家则将库存压力更多地转介给供货商，从低频下年夜单多量量取货酿成高频下小单分批取货，利便矫捷按照市场发卖风向调解进货。实力有限的个别小商户会越发审慎，进货周期更是缩短到1个半月摆布。这些都是经济不不变、市场决定信念不足所带来的影响。

供给链治理于2024年尤为主要

热门：运营粉丝化

行情难，运营更不克不及失以轻心。2024年业界营销热度很高的话题就是粉丝化运营（Fandom），夸大消费者黏性。这多是由于经济下行期开拓新客难度年夜，就把精神重点投放于巩固现有客源身上，经由过程强化感情体验，挖掘其复购潜力，晋升客单价。

这就致使了一个运营思绪的变化：从已往凸起产物的品质、价格、立异等功效性及可用性层面，到此刻越发夸大产物的感情互动。于2024年的各类海外采访报导中，玩企对于消费者的称号已经经酿成了 “粉丝”，从已往冷冰冰的款项生意业务瓜葛拉近为更显温情的“同好”瓜葛。

于详细履行上，就表现为品牌IP化打造，达人原创和粉丝二创内容营销引流，各类主题快闪店、观点店、体验中央实现发卖落地。

品牌IP化打造体现于弱化玩具品类属性，经由过程感情共识晋升品牌的跨界能力，为玩企博得更多商机。玩具发卖从品牌方的最终方针酿成了其切入市场、得到品牌知名度的手腕，除了玩具产物发卖外，还有常伴有视频、游戏、册本等内容全方位调动消费者情绪，将消费者酿成粉丝，进而经由过程跨界授权得到更年夜的利润空间。这个征象于过往虽有，但势头于2024年IP授权产物热销潮的动员下更为较着，特别是2023年芭比娃娃经由过程年夜影戏得到巨年夜乐成后，更令浩繁品牌伎痒，加以复制。好比斯平玛斯特的独角兽学院、Moose Toys的邪术迷雾系列（Magic mixies）等。这股势头估计连续到2025年以致更久。

为了更进一步加强粉丝互动感，品牌方往往会经由过程线上内容（如达人原创指导粉丝二创、成立交流社区等）及线下实景文娱（如主题快闪店、观点旗舰店、主题勾当乐土、打卡体验等）的无缝联合，构建一个全链路的粉丝触达情况，随时随地争取粉丝的留意力资源。

纵不雅2024年的热销潮水单品，几多会受上述环境的影响。好比三丽鸥毛绒。承接2024年Hello Kitty降生50周年的春风，全世界各地线上线下各类以庆祝为名举办的勾当层见叠出，激发粉丝们情绪上头，疯狂消费。还有有美国女歌手Taylor Swift的全世界巡演，先是于粉丝圈中掀起互换带名字的情谊手链风潮，进而激发手工圈粉丝的插手，自觉形成手链编织社区交流，各类花式炫技二创内容迭出，甚至呈现了歌手巡演到哪，哪的字母手链珠子就卖断货的“盛景”。

迷你宇宙工坊主题快闪店

亮点：产物年青化

因为出生率降落及各类文娱勾当的缘故原由，业界经常自嘲“小孩已经经不玩玩具”了。从某种意义上，简直云云。Circana的一份陈诉显示，12岁以上青少年和年青人已经经跨越玩具的传统用户（即12岁如下儿童），成为玩具消费增幅最年夜的群体。是以，玩具消费年青化的趋向于2024年捉住了业界的眼球。

一方面是愈来愈多12岁以上的青少年以致20~30岁摆布的年青人插手玩具消费雄师。多方研究和查询拜访资料显示，2024年的玩具发卖额中约有三分之一由年青人孝敬。2024年前三季度独一一个发卖额及销量同步增加年夜类——积木，其暗地里的重要增加鞭策力也恰是年青人。该年夜类中的热销品——乐高植物主题系列的发卖额平均年增幅约为18.5%，增幅可不雅。

乐高植物主题系列

另外一方面，0~3岁小童这个非传统意义上的“年青”群体也揭示了新的机缘。虽然这个群体数目于削减，但正由于稀疏，以是贵重，加之年青怙恃消费不雅念的转变，给宝宝用的天然要更安全、更好，这就赐与了高端、环保婴童玩具时机。据德国有关数据显示，2024年德国新生儿数目有所削减，但婴童用品消费却稳步增加，重要是由高端、高价值产物动员。是以，于2024年还有是有不少巨头结构婴童玩具市场。好比桌游巨头睿偲推出婴童产物线Play+，美泰退出部门婴童产物线，专注做婴童精品，费雪涉足高端木制婴童范畴等等。

虽然经济下行的暗影仍于，但业界以其固执的韧性从中寻觅冲破的曙光，从细处突围，旋转了2024年的劣势，为来年复苏迎来好兆头。

来历：《中外玩具制造》杂志

作者：黄子婧

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