Popular toys, plush toysPlush toys had become the top trending topic on the Internet. On the TikTok platform,#Plush toy-related topics had been played more than 13.68 billion times, and Little Red Book #Plush toy-related notes had exceeded 1.23 million. In 2023, the total sales of plush toys reached 750 million to 1 billion, with a year-on-year growth of 48.46%. The consumer market gradually grew.
In the TikTok e-commerce market, plush toys had the characteristics of many categories, few big brands, and more white cards. The brand TOP5 concentration was only 11.7%, including brands such as Jollybaby, Chongker, seven-color bear, babycare, and disney. Jellycat Bunny Rabbit ranked first with a market share of 30.59%, followed closely by Ask Boy and Orlando, with the trend of plush toys being the mainstream.
The post-2000s generation had become the largest consumer group of plush toys, accounting for 43% and the post-90s generation for 36%. Young consumers gradually became the main consumer group of plush toys. They tended to use plush toys as a companion and emotional sustenance.
Many brands took advantage of the fact that plush toys could provide emotional healing to carry out marketing. For example, Jellycat personified dolls with iconic bean-like eyes and smiley face designs. Its products included animals, plants, daily necessities, and many other types. Each doll had a name and exclusive settings to stimulate the user's desire to collect them. Its eggplant image was also created into an emoji pack;Jellycat's offline stores also adopted the personification method. For example, the staff of Beijing Jellycat x Fauve Flash Shop "loosened" and "watered" the potted dolls to enhance the shopping experience. The domestic brand, Chongker, mainly made pet simulation dolls, which were mainly used for companionship and healing functions. On TikTok, the main way to bring goods was to plant grass.
However, it should be noted that the plush toy may have the problem of exceeding the standard. Long-term exposure to the plush toy with excessive standard may cause cough, tears, allergy and other diseases. In serious cases, it may increase the incidence of asthma and leukemia. Therefore, the newly bought plush toy should be carefully washed and exposed to the sun before giving it to the child to play with.
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