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2023年，法国GDP全世界排名第7、欧洲排名第三；人均GDP到达4.63万美元，比中国超出跨越近3倍，全世界排名第四。面临通胀上升危害等经济压力，法国玩具市场于2023年体现怎样，2024年可能有哪些变化？

埃菲尔铁塔玩具（千图网）

圣诞发卖未能逆转整年颓势

按照法国玩具业资深参谋Yann Fresnel援引有关市场调研数据显示，2023年法国玩具市场总体范围为43亿欧元（约合336亿元人平易近币），同比2022年下滑了5.2%，即削减了2.2亿欧元（约合17亿元人平易近币），销量跌幅更年夜，到达了8%。

法国制造的娃娃

可以说，法国玩具发卖于2023年险些整年走低。上半年及前三季的发卖数据还有都仅是下跌4%，整年跌幅却拉年夜到5.2%，注解圣诞玩具发卖很是不给力。欧洲三巨头的其他两位——德国及英国的2023年玩具行情也及法国近似，整年发卖均下滑5%摆布。

三年夜因素拉低行情

▌玩具发卖走低暗地里的主要缘故原由就是通胀。已往两年，法国的通胀程度一直高企，2022年为5.2%，2023年稍有好转，但依然还有有4.9%的程度。虽然玩具业由于要降低疫情时期年夜量积攒的库存，纷纷降价促销，但还有是没法抵消消费者掩护钱袋的生理，没能提振发卖。咱们可以注意到，通胀率（4.9%）及玩具发卖下滑的比例（5.2%）差未几。

▌同时，市场低迷还有及法国的新生儿年夜幅削减有关。2023年，法国迎来67.8万新生儿，同比削减了6.6%。这是法国自二战以来的最低数字。同13年前比拟，2023年法国新生儿数目已经经年夜幅降落了近20%。

千图网

▌此外，气候反常致使户外年夜类掉守。户外玩具是海外市场范围排名前列的年夜类，加之单价较高，一旦发卖不给力就会拖累年夜市。2023年恰是这个环境——受气候反常影响，法国于年头降雪量不足、夏日又遭受热浪，年夜年夜影响了人们户外勾当的意愿，户外玩具（滑雪相干玩具及户外运动相干玩具）的发卖也是以遭到影响。该品类于第四序度年夜幅下滑6%。

细分品类有潜力

虽然市场总体低迷，但还有是有部门细分品类于2023年得到了不错的增加。增幅最年夜的是互动类毛绒（+23%）、牌类游戏及学龄前玩偶（均为+13%），此中计谋集换卡牌增加10%，积木增加2%。此外，年夜童玩具消费鼓起，年夜童玩具发卖同比增加了7%，占到总体玩具发卖的28%。

▌圣诞节热卖的前十款产物中，有五款属在儿童电子玩具，此中四款出自伟易达。此外，还有有孩之宝的菲比、MGA文娱的彩虹高中娃娃，以和斯平玛斯特的电子互动宠物Bitzee。

▌授权体现精彩：2023年是海外院线、流媒体周全共生的一年。影戏市场繁荣，动员授权产物发卖占总体玩具发卖的比例爬升到26%。法国的热点授权品牌包括宝可梦、汪汪队立年夜功、芭比、漫威及哈利波特。此外，还有有盖比的娃娃屋、迪士尼百年数念版（Disney 100）、星际宝物（Lilo Stitch）一样体现精彩。

专卖渠道份额爬升

从分销渠道来看，年夜卖场的市场份额于连续降落（-10%），超市的份额也于降落（-9%），由于玩具等非食物类目再也不是这些公共渠道优先思量的部门，维持糊口杂货的事迹才是这些渠道的事情重点。

另外一方面，因为年夜童消费突起，玩具专卖渠道份额连续扩展，于2023年增加了3%，今朝已经经跨越法国总体的四成。

由于行情欠安，法国有个体年夜型玩具连锁易主，致使渠道格式年夜变。法国PicwicToys在2022年底被一样来自欧洲的Smyths Toys收购【点击相识详情】，2023年完成吞并，旗下41家门店易名继承谋划。于2023年，Joue Club买下La Grande Récré，后者共有137家门店并入。法国超墟市团“卡西诺”（Casino）堕入债务危机。旗下313家门店正于踊跃追求买家。就今朝的蛛丝马迹来看，有可能拆分为两部门，被欧尚及Intermarché收购。

电商平台的玩具发卖额由于线下客流复苏，于2023年降落5%，这已经经是电商玩具发卖持续第二年降落了。于电商范畴，亚马逊依然是王者。

▍本年瞻望：压力依然存于

于Yann Fresnel看来，通胀及糊口成本压力的挑战于2024年依然存于。而集装箱运输由于红海危机发作，运输价格自11月以来已经翻一倍，叠加零售店运营用度等营业成本仍于增长。2024年仍需审慎前行。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

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CONNECT:[ UseTime:0.007450s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.005081s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004561s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004840s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004461s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004482s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004832s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004460s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.005060s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004401s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004777s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004393s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004421s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004461s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004438s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004469s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004574s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004367s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004339s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004538s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004366s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004472s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004357s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004416s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004933s ]SELECT * FROM `ta_article` WHERE `id` = 281 LIMIT 1 [ RunTime:0.006875s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004452s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004469s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004766s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004338s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004320s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004356s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004430s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004384s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004338s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004361s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004425s 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