Young white-collar mother Gu Jie often takes her 5-year-old son to the toy city in the mall on weekends. She told reporters that she and some of her friends, who are also young parents, spend their toys on their children every year to buy educational toys. The money must be at least 10,000 yuan. At the same time, the children's toy counters in major shopping malls have become the standard for all commercial complexes in Hangzhou due to high traffic. Recently, the reporter visited some shopping malls to investigate and find out that although the adults and children in these areas have visited a lot, the transaction rate is not high.

Coincidentally, according to US media reports, the international toy retail giant brand toy Toys R Us is facing bankruptcy risk.

Is it because of the impact of online sales on physical stores, or the traditional children's toy industry has lost the "children's heart"? What kind of toy is the future trend?

Poor homogeneity and poor experience. Traditional offline retail outlets have low turnover rates.

"The offline single toy store can afford relatively low rents, so the mall has become the first choice for toy stores." Longhu Jinsha Tianjie Deng told reporters.

Manager Deng has been engaged in investment promotion for many years. She said: “Today, experiential retailing is on the rise. In newly-built shopping malls, the proportion of children’s business has risen from 2%-3% four or five years ago to more than 15% now. ."

Liu Gan, who focuses on Lego toy rental, is the "old rivers and lakes" in the toy industry. He said: "Comparatively, the homogenization of children's toys is serious, the entry threshold is not high, and it is much cheaper to buy prices directly from the Internet. It is more difficult to be an independent store, and the future trend may be combined with some collection stores.” Taking clothing that belongs to traditional retail as an example, children’s clothing has seen a trend of gathering stores and diversification in recent years, such as children’s kings and reds. Children and other brands.

"With the appeal of Toys R Us, if a diversified format can be introduced, the brand should have grown bigger, but because it did not have much competition when it entered China 10 years ago, there are few similar brands." "In the past few years, there have been too many children's brands, and it will definitely affect it."

Manager Liu of the Toys R Us in Longhu Jinshatian Street told reporters: "The daily traffic in the store is very large. Basically, parents bring their children. However, the transaction rate is very low. Most parents feel the same price. Toys, you can buy better online."

In addition, the image iteration of traditional toy stores is too slow compared to the image upgrades of other stores in the mall. “The store is crowded” and “the service attitude is not good enough” has become the most expensive among consumers.

Fun is no longer the primary reason for parents to buy toys. Science and education toys, AR toys are popular with children "friends circle"

"My family Beibei started to work in a small class. Now, the first thing I think about buying toys for him is not fun, but to consider all aspects of puzzles, thinking training, etc." Gu Jie said.

In recent years, "STEAM" education has begun to heat up. "STEAM" education is an abbreviation of Science, Technology, Engineering, Arts, and Mathematics. It is a new type. The concept of quality education based on the background of mixed disciplines.

In addition to the “STEAM” education program, the “STEAM” concept has deepened the penetration of toy products, and the products combined with it have promoted the fun, brain-and-life lifelong learning concept that breaks through the boundaries of the classroom. More and more parents are starting to Accepting this "new toy" has given birth to many companies of the same type.

Hangzhou Bee Culture Education Co., Ltd. is a local company that started earlier in the field of “STEAM”. Founder Liu Cong introduced: “We have some toys developed by ourselves, all of which are puzzles.” Liu Cong showed the reporter A small solar system model that combines various systems of power and power. "This model is generally not available in the outside market. In addition to popularizing the basic knowledge of the solar system, it can also enhance children's creativity." Liu Cong said, "We After launching several small toys, many parents hope that we can develop more toys in the future."

In addition, with the continuous iteration of AR technology, AR toys have expanded their market share due to their fun and vividness. Wang Ziwen is the founder of Pea Planet and has a certain reputation in the field of AR toys. “We launched a series of AR picture books. Children only need to scan these cards through their mobile phones, and the contents of the books will move.” Wang Ziwen said, “Children like them very much. Parents also think that such toys not only kill children’s time, but also I have learned a lot of knowledge."

Liu Gan said that he is very optimistic about the prospects of AR toys: "AR toys give people a fresh sense, which is very attractive to children's eyes. The content in 3D form is conducive to children's intuitive understanding. In addition, it also combines voice, video, animation, pictures and text. More sensory stimulation of children, learning or entertainment will be better."

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