What toys are the best-selling on Tmall? Analysis of the Hot Toy List in 2023
With consumption upgrading and changes in parenting concepts, the toy market continues to boom. As the leading e-commerce platform in China, Tmall’s sales data often reflect the most popular toy trends. This article will reveal to you the best-selling toy categories and specific products on Tmall based on the hot search topics and sales data of the past 10 days across the Internet.
1. Ranking list of popular toy categories
| Ranking | Toy category | Search volume increase | Represent the brand |
|---|---|---|---|
| 1 | Building blocks and inserts | +45% | Lego, Brooke |
| 2 | Puzzle and early education | +38% | Fisher Fisher, VTech |
| 3 | Remote control electric type | +32% | Double Eagle, Starlight |
| 4 | Blind box trendy toys | +28% | Bubble Mart, 52TOYS |
| 5 | Outdoor sports | +25% | Decathlon, good boy |
2. Top 5 single product sales
| Ranking | Product name | Brand | price range | monthly sales |
|---|---|---|---|---|
| 1 | LEGO Classic Creative Series | Lego | 199-899 yuan | 52,000+ |
| 2 | Brooke bucket | Brooke | 129-259 yuan | 48,000+ |
| 3 | Fisher-Price Study Table | Fisher | 299-499 yuan | 36,000+ |
| 4 | Double Eagle remote control off-road vehicle | double eagle | 159-399 yuan | 32,000+ |
| 5 | Bubble Mart DIMOO series | Bubble Mart | 59-89 yuan | 29,000+ |
3. Analysis of consumer purchasing behavior
According to data, the three factors that parents pay most attention to when buying toys are:Safety (78%), education (65%) and fun (59%). Among them, parents of children aged 0-6 prefer educational early education toys, while parents of children aged 7-12 are more inclined to choose building blocks and remote control electric products.
It is worth noting thatIP joint modelThe search volume for toys increased by 120% year-on-year, especially the derivative toys that cooperate with popular animations and movies, such as "Bear Bear" and "Ultraman" and other series of products, the sales volume increased significantly.
4. Regional consumption characteristics
| area | Preferred category | Price per customer |
|---|---|---|
| first tier cities | Imported brand building blocks | 300-800 yuan |
| New first-tier cities | Educational early education toys | 200-500 yuan |
| Second and third tier cities | remote control electric toys | 100-300 yuan |
| Fourth and fifth tier cities | traditional toys | 50-200 yuan |
5. Forecast of future trends
Combining recent hot search topics and industry analysis, it is expected that the following three types of toys will become the next hot items:
1.STEM educational toys: There is a strong demand for enlightenment toys that integrate science, technology, engineering and mathematics.
2.Smart interactive toys: Dolls and robots with AI voice interaction function
3.Environmentally friendly materials toys: Attention has increased significantly on toys made of biodegradable materials.
In general, the Tmall toy market is characterized by diversification, quality and education. When parents choose toys, they not only pay attention to the entertainment value of the product, but also pay more and more attention to its educational value. Brands need to continue to innovate to remain competitive in this red ocean market.
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