Top 10 Best-Selling Items Of Various Categories Released Who Is The Top Seller In April

　　 Data view trend

According to the monitoring on the sales data of key categories of Tmall platform in April by China Toys and Infant Products Association (hereinafter referred to as China Play Association), the five core categories of toys and infant products have achieved year-on-year growth. Among them, in the key categories of toys, the sales of patchwork blocks and plush fabrics increased by 2.4% and 0.2% respectively; In the fashion toy sector, the sales of handmade products increased by 22.0% year on year. Among the key categories of infant and child products, the sales of dining chairs and game fences increased by 4.1% and 1.1% respectively year on year.

Data shows that IP brand authorization is still an important driving force for the sales growth of key categories of toys, and Kidult toys also continue to maintain a high growth potential; Under the condition that the sales of some key categories of infant and child products declined year on year, the sales of products in the middle and high average price range increased significantly year on year, highlighting the trend of consumption quality improvement and upgrading.

　　 01

Popular IP drives toy consumption

Kidult toy consumption increased steadily

　　 Block splicing: sales increased by 2.4% year on year, and the contribution rate of sales growth of products above 1000 yuan ① was the highest

The sales volume of blocks increased by 2.4% year on year, and the average price increased by 49.0% year on year. The sales of products in the price range above 1000 yuan increased by 80.5% year on year, and the sales of products in this price range accounted for 14.7%, up 6.3 percentage points over the same period last year, the largest increase. The contribution rate of sales growth of products in the price range above 1000 yuan is the highest, which is 275.0%.

The best-selling item in this price range is LEGO/LEGO 72037 horsepower go kart Mario building block toy, with an average transaction price of 1446 yuan. This toy reproduces the classic character IP of Mario's game, takes the classic characters and props of Super Mario Racing as the prototype, and reproduces the kart model driven by Mario. The car body is equipped with a variety of props, such as rotatable tires, steering wheel, movable supports, and has both static display and dynamic interaction fun.

In April, among the top 10 best-selling products in terms of sales volume of building blocks, the average sales price of four products was more than 1000 yuan, accounting for 4.6% in total, and the average sales price of two products was less than 100 yuan, accounting for 2.1% in total.

　　 Plush toys: sales increased by 0.2% year on year, and sales of products above 400 yuan increased the most

The sales volume of plush toys increased by 0.2% year on year, and the average price increased by 17.3% year on year. The sales volume of products in the price range above 400 yuan increased by 77.7% year on year, and the sales volume of products in this price range accounted for 15.8%, 6.9 percentage points higher than the same period last year, the largest increase.

The best-selling item in this price range is JELLYCAT's shy milky white bunny plush toy, with an average transaction price of 1879 yuan. This toy is the core piece of JELLYCAT's classic animal series. Its design takes minimalist aesthetics as the core, adopts milky white super soft short down fabric, matches the symbolic Doudouyan and smiling expression, and conveys the warm and healing visual language. The doll is suitable for all ages from newborn to adult, with both soothing function and emotional companion value.

In April, among the top 10 best-selling items of plush toy sales, the average sales price of four products was more than 400 yuan, accounting for 6.5% in total, the average sales price of four products was between 200 yuan and 300 yuan, accounting for 6.0% in total, and the average sales price of two products was between 100 yuan and 200 yuan, accounting for 2.0% in total.

　　 Manual operation: the sales volume increased by 22.0% year-on-year, and the sales volume of products increased by more than half between 200 yuan and 300 yuan

The manual sales increased by 22.0% year on year, and the sales increased by 33.7% year on year. The sales of products in the price range of 200-300 yuan increased by 54.1% year on year, and the sales of products in this price range accounted for 16.3%, 0.6 percentage points higher than the same period last year.

The best-selling item in this price range is Yuanshen's Liyue Port series clay man Zhong Li, with an average transaction price of 299 yuan (349 yuan for the whole model). This manual is based on the popular character "King of Rock" in the game, which highly restores the character's elegant temperament and symbolic elements, supports multi angle pose to show the battle or daily form, matches with limited special pendant, and has both desktop decoration and IP collection value, as well as viewing and collection value.

In April, among the top 10 best-selling items with manual sales, the average sales price of two products was between 200-300 yuan, accounting for 10.8% in total, the average sales price of three products was between 500-1000 yuan, accounting for 6.1% in total, and the average sales price of three products was between 300-500 yuan, accounting for 5.2% in total.

　　 02

The "Goddess with Baby" has sold well

The sales volume in the subdivided price range increased significantly

　　 Child safety seat: the largest increase in product sales between 600 and 1800 yuan

From the perspective of different price ranges, the sales of products in the price range of 600-1800 yuan increased by 23.3% year on year, and the sales of products in this price range accounted for the largest proportion, 26.9%, 5.4 percentage points higher than the same period last year, the largest increase.

The best-selling item in this price range is the TUYUE Pro child safety seat of LUTULE, with an average transaction price of 1747 yuan. The seat is specially designed for children aged 0-12 years, and adopts EPP full coverage anti-seismic material and five point safety belt system; Built in intelligent ventilation system and 172 ° large lying angle design can alleviate the stuffy problem and optimize the ride comfort, which can meet the needs of children in the whole growth cycle.

In April, among the top 10 best-selling products in terms of sales of child safety seats, the average sales price of three products was below 600 yuan, accounting for 10.5% in total, the average sales price of two products was above 3600 yuan, accounting for 7.0% in total, and the average sales price of three products was between 600-1800 yuan, accounting for 5.7% in total.

　　 Baby belt/waist stool: the largest increase in product sales between 400-500 yuan

From the perspective of different price ranges, the sales volume of products in the price range of 400-500 yuan increased by 145.7% year on year, and the sales volume of products in this price range accounted for 15.5%, 9.2 percentage points higher than the same period last year, the largest increase.

The best-selling item in this price range is BEBEBUS's two in one baby strap with light family waist stool, and the average transaction price is 490 yuan. The product adopts FITGO rotary waist binding technology, and realizes the close fitting between the waist bench and the parents' waist through knob adjustment, so as to prevent falling and disperse the bearing pressure. At the same time, the innovative magnetic snap fastener replaces the traditional snap fastener, which can be adjusted freely according to the body shape, and is suitable for all kinds of people with children.

In April, among the top 10 best-selling items in terms of baby belt/waist stool sales, the average sales price of two products was between 400-500 yuan, accounting for 16.5% in total, the average sales price of four products was more than 500 yuan, accounting for 16.1% in total, and the average sales price of two products was between 200-400 yuan, accounting for 14.2% in total.

① Growth contribution rate: product sales volume increment in single price range/product sales volume increment in full price range. The purpose is to find out the driving effect of sales volume increment in this price range on the overall sales volume growth of this category.

　 Important:

The above data analysis is based on the Tmall platform sales data provided by ECdataway.

The full version of "April Tmall Platform Data Analysis Report - Toy Part" and "April Tmall Platform Data Analysis Report - Infant and Child Products Part" were launched this week, and can be viewed in the member section of the official website of China Association of Play by virtue of the member unit account of China Association of Play.