The earliest origin of candy toys and Japan, when the vendors in the sale of medicine will be accompanied by local specialties, and later gradually evolved into the current food and play. At first, candy toys only came with simple toys such as gyroscopes and marbles, but now, there are quite a variety of food and play, and they all have one thing in common: they can eat and play.
The product form of candy toys is actually very simple, it is a combination of small toys + candy, but such a combination is very robust in the early market development, because there is no such product on the market, or it is pure eat pure play, and the division is very fine. The birth of candy toys is equal to a category segmentation in the candy and toy market, opening up a new product category, this category line has also harvested a large number of consumers, we call it the primary stage of the development of candy toys.
In the primary stage of candy toys, there are not many competitive products, the unit price of products is not high, and the types are less, almost all of them are directly transformed from toys or food containers. After a period of development, due to the weakness of market products, the increase of competitive products, and the serious homogenization of products, the major market shares also showed a sharp saturation state, and the market was once weak. Competition produces innovation, but also differentiation. Major manufacturers have found a breakthrough point from foreign cartoon food, and found that after combining the hot cartoon IP image of the market with food, candy, toys, etc., the added value of the product is increased, just like a "star effect" product, the natural customer flow of the product is enriched, the market share is further increased, and the sales volume of various single products has broken through the best performance in history. This has allowed many manufacturers to taste the sweetness of making fast money and crazy growth. The width of the channel, the diving speed has also increased correspondingly, and the reputation has also increased correspondingly, which is the intermediate stage of the current development of candy toys.
In the intermediate stage of the development of candy toys, the food and candy toys after the cartoon IP join can quickly occupy the market, and can also quickly complete the business investment of manufacturers, which is undoubtedly a market opportunity that manufacturers with ideas are more willing to spend great efforts to invest. However, the accompanying market problems are also more prominent, in the intermediate stage of the development of candy toys and candy toys, because product development is insufficient, the product is single, plastic and play ability, is still not effectively solved, consumers are just holding an image of homogenized products, large-scale professional sugar enterprises have not got through the industry chain itself, Bottlenecks remain. Dealers' demands for product development and replacement of manufacturers are increasing. After relying solely on authorized IP to complete the market share occupation, in the later operation, the cyclical IP, new product changes, inventory backlog of dealers, IP burst, brand weakening and other problems have followed, which also creates the possibility for the intermediate stage of candy toys and candy toys to transition again.
Post time: Mar-25-2024
