Recently, Chinese toys and Baby Products Association released the "China toy consumption survey report 2012". The investigation lasted a month, covering the whole country at all levels of city, mainly for children aged 0-12 years and nearly three months to buy toys for the consumers. "Report" a comprehensive record of the different city, different age, different gender, family monthly income consumers to buy toys, involving different category, price, location, number of annual purchase and expenditure, the toy brand awareness and the actual purchase toy brands, children's amateur and social time arrangement, system, fully reflect the characteristics of China's toy consumption and trend.

Toy consumption survey once a year, this year is the fourth time, to help the toy production enterprises, brands, the international brand agents, distributors, to take advantage of China's toy consumption market pulse, provide authoritative decision-making reference for future product development, brand cooperation, structural adjustment, channel development and publicity. Compared with the previous survey, this "report" has the following characteristics.

1, data analysis dimensions more diversified

Compared with the previous survey, prominent change this year "report" is, analysis of data statistics and report the dimension more diversified, which is based on the Chinese market is huge, the level of economic development is not balanced, subdivision adjustment city and the family month income differences at larger made, can let the toy industry practitioners have different levels, different city age, gender, and cognitive consumer toy purchase annual expenditures, provides authoritative decision basis for enterprise to toy products R & D, brand positioning propaganda and different city, different forms, different populations of channel development.

2, category segmentation more international, scientific

This year, the questionnaire at the beginning of design, the association to solicit NPD and other international well-known research institutions, and query the toy category classification rule of international, the toy can be divided into 11 categories, respectively, baby toys, dolls, plush toys, electronic toys, building and construction toys, DIY creative toys, games toys, model toys, outdoor sports, action figures, remote control toys, the toy companies clearly find their coordinates in the market, development contrast itself and competitors, and accurate market positioning and activities.

3, the network to become the first toy consumption first channel

In 2012 the network channel more than the supermarket / store, department store, for the first time, dominating the consumer access to information, the actual purchase play toy

The first channel. "Report" statistics, in 2012, five toy consumers have two options to buy toys through the network channels, this ratio is 14% higher than in 2011, which is one of the two consecutive years to maintain the growth rate of more than 10%. "Report" clearly reflect the channel's development and changes, for the production of enterprises, brand and dealer channel selection, development, combination, and taking advantage of channels for product and image communication and provides the best reference.

4, the price is not a toy enterprise competition the first element

Different from traditional cognition, although the network channel has become the first consumer channels, but the "report" shows consumers to buy low-cost toys ratio was not significantly increased in 2012, 28% of consumers to buy 50 yuan of the following toys, only more than 4% growth in 2011, suggesting that consumers to buy toys for their children, "price" is not the first consideration. At the same time, the "report" from "toy consumption focus on factors of" statistical data can also be well confirmed, 2012 "quality and safety" is the consumer choice of elements, the proportion is as high as 78%, "functional" factors ranked second.

Different toys consumer characteristics, 5 different levels of city

China is a large market, different levels of city presents the consumption characteristics of different. "Report" show, in the purchase price, first-tier cities purchase more than 200 yuan in the high price of toys than the proportion of two or three line city respectively higher 4%, 7%; in the site selection, first-tier cities select department stores and network channels was obviously higher than that of other city; and in the purchase of goods, remote and the proportion of electronic toys for children, three line city is higher than one, second line city. In addition, the "report" also shows the different levels of city consumers in the "toy consumption focus on factors", "the annual purchase toys times", "annual toy expenditure", "to the toy brand awareness" and "toy brand ranking" differences