中国の玩具・ゲーム市場

2022年は、COVID-19オミクロン株の流行により、従来型玩具・ゲームとビデオゲームがそれぞれ一桁台の高い経常利益率を記録しました。従来型玩具・ゲームでは、中国の大都市圏で年間を通じて実施されたロックダウン措置のオン・オフに伴い、オフラインの物流量が大きく変動したため、現在価値売上高が大幅に減少しました。

当レポートでは、中国の玩具・ゲーム市場について調査し、2018年～2022年の最新小売販売データ、主要企業、主要ブランド、新製品開発・流通・価格問題などの市場に影響を与える主要な要因など、詳細な情報を提供しています。

目次

目次と表のリスト

エグゼクティブサマリー

• 2022年の玩具・ゲーム：全体像
• 2022年の主要動向
• 競合情勢
• 小売業の発展
• 玩具・ゲームで次に来るのは？

市場データ

免責事項

ソース

中国の従来型玩具・ゲーム

主要データ調査結果

2022年：発展

• パンデミック関連の厳格な管理により、従来型玩具・ゲームが大幅に減少
• 2022年の全体的な業績不振にもかかわらず、人形・アクセサリー・組立式玩具は好調を維持
• Legoは首位を維持するが、Pop Mart'sの成長実績は中断

見通しと機会

• パンデミック防止策の緩和が力強い回復を促進
• IPローカリゼーションにおけるイノベーションが持続的成長の鍵
• オンラインの普及が急速に進むにつれて、チャネルの優先順位再考が重要

カテゴリーデータ

中国のビデオゲーム

主要データ調査結果

2022年：発展

見通しと機会

カテゴリーデータ

Traditional toys and games and video games each recorded a high single-digit current value decline in 2022, due to the spread of the Omicron variant of COVID-19. For traditional toys and games, current value sales plummeted drastically as offline traffic faced great fluctuations in line with the on-and-off lockdown measures in all major metropolitan areas of China throughout the year. Declining consumer confidence and shrinking disposable incomes were also not good news, resulting in a general c...

Euromonitor International's Toys and Games in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Toys and games in 2022: The big picture
• 2022 key trends
• Competitive landscape
• Retailing developments
• What next for toys and games?

MARKET DATA

• Table 1 Sales of Toys and Games by Category: Value 2017-2022
• Table 2 Sales of Toys and Games by Category: % Value Growth 2017-2022
• Table 3 NBO Company Shares of Toys and Games: % Value 2018-2022
• Table 4 LBN Brand Shares of Toys and Games: % Value 2019-2022
• Table 5 Distribution of Toys and Games by Format: % Value 2017-2022
• Table 6 Forecast Sales of Toys and Games by Category: Value 2022-2027
• Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN CHINA

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Sharp decline for traditional toys and games due to tight pandemic-related controls
• Dolls and accessories, and construction remain strong despite overall underperformance in 2022
• Lego maintains its lead, but Pop Mart's track record of growth interrupted

PROSPECTS AND OPPORTUNITIES

• Easing of pandemic prevention measures set to fuel strong rebound
• Innovations in IP localisation key to sustained growth
• Rethinking channel priorities will become crucial as online penetration grows rapidly

CATEGORY DATA

• Table 8 Sales of Traditional Toys and Games by Category: Value 2017-2022
• Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2017-2022
• Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2017-2022
• Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2018-2022
• Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2019-2022
• Table 13 Distribution of Traditional Toys and Games by Format: % Value 2017-2022
• Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2022-2027
• Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2022-2027
• Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2022-2027

VIDEO GAMES IN CHINA

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Video games suffers its first decline for many years
• Volume sales of video games hardware continue to decline due to supply shortages and weak demand
• miHoYo increases its share and takes third place in video games, behind Tencent and NetEase

PROSPECTS AND OPPORTUNITIES

• Will AI disrupt the future of video games?
• The benefits of cloud gaming remain to be seen
• AR/VR headsets promises growth in a post-pandemic future

CATEGORY DATA

• Table 17 Sales of Video Games by Category: Value 2017-2022
• Table 18 Sales of Video Games by Category: % Value Growth 2017-2022
• Table 19 NBO Company Shares of Video Games: % Value 2018-2022
• Table 20 LBN Brand Shares of Video Games: % Value 2019-2022
• Table 21 NBO Company Shares of Video Games Hardware: % Value 2018-2022
• Table 22 LBN Brand Shares of Video Games Hardware: % Value 2019-2022
• Table 23 NBO Company Shares of Video Games Software: % Value 2018-2022
• Table 24 Distribution of Video Games by Format: % Value 2017-2022
• Table 25 Distribution of Video Games Hardware by Format: % Value 2017-2022
• Table 26 Distribution of Video Games Software by Format: % Value 2017-2022
• Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2017-2022
• Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2017-2022
• Table 29 Forecast Sales of Video Games by Category: Value 2022-2027
• Table 30 Forecast Sales of Video Games by Category: % Value Growth 2022-2027