The candy and toy industry is a fast growing consumer food market in China in recent years. However, in the course of its development, the domestic market is relatively lagging behind. The foreign market is currently relatively mature, from A to C. All have a mature industry chain. The overall domestic development is very strong, which has created a lot of opportunities for the overall market. Of course, this opportunity is reserved for those who are prepared. This preparation is divided into two major categories. The first category is manufacturers and the second category. Is a dealer.
The product form of candy toys is actually very simple, that is, a combination of small toys + candy, but such a combination is very stable in the early market development, because there is no such product in the market, or it is just pure play and pure play, and it is very divided. fine. The birth of candy toys is equivalent to a category breakdown in the candy and toys market, and a new product category has been opened up. This category line has also gained a lot of consumers. We call it candy toy 1.0. era.
In the era of candy toys 1.0, there were not many competing products, the unit price of the products was not high, and the types were relatively small. Almost all makeovers were made directly from toys or food containers. After a period of development, due to the singularity of market products, increased competition and serious homogeneous products, the major market shares have also rapidly become saturated, and the market has once weakened. Competition produces innovation and also creates differentiation. Major manufacturers have found breakthroughs in foreign cartoon foods, and found that combining the hot cartoon IP images of the market with food, candy, toys, etc., has increased the added value of the product, just like a "star effect" product. The passenger flow has been enriched, the market share has further increased, and the sales of various types of single products have also exceeded the best performance ever. This has allowed many manufacturers to taste the sweetness of making quick money and going crazy. The width of the channel and the speed of the dive have also increased accordingly, and the reputation has also increased accordingly. This is the 2.0 era of the current candy toy industry.
In the era of candy toys 2.0, food and candy toys with cartoon IP joining can quickly occupy the market and quickly complete manufacturers' business invitations. This is undoubtedly a market opportunity for manufacturers with ideas to invest more. However, the accompanying market problems are also more prominent. In this era of candy toys 2.0, because product development is inadequate, the unity of products, plasticity and playability have not yet been effectively resolved, and consumers are just taking With an image of homogeneous products, large-scale professional sugar-playing companies have not opened up the industry chain itself, and bottlenecks still exist. Dealers 'demands for manufacturers' product development and change are increasing. From simply relying on authorized IP to complete market share occupation, in the later operations, issues such as the periodicity of IP, new product replacements, inventory backlogs of distributors, IP explosion, brand weakening, etc. The transition to the era of candy toys 2.0 has created possibilities.
Candy toys are a subdivision of the industry's food category, which has created limitations in its product positioning, and the unit price of products cannot break through higher attributes. In this framework, the category structure is: children's food, candy toys, children's toys; candy toys are actually in a very embarrassingly priced category, positioning high does not work, positioning costs down and stuck here. This has also led to problems such as the richness, diversity, lack of quality, and difficulty of food selection for toy products. During this period, product development was mostly dominated by doctrines, quality control could not be effectively guaranteed, self-development, very few original products, and the sharpness of the cartoon food and non-cartoon food markets. Professional domestic confectionery brands have not grown up in China.