As the post-95s and post-00s gradually enter the society, the consumer market has ushered in new changes. They are more willing to consume and pay more attention to experiential consumption, self-pleasant consumption, and personalized consumption. Chaowan is an emerging category sought after by these consumers. In recent years, with the increase of attention and the influx of capital, the "tide play circle" that was originally peaceful has become mass consumption.

Trend toys, referred to as "Chaowan", also known as art toys or designer toys, are created by designers to create IP images, give them meanings, and present them in three dimensions. With the popularity of the blind box economy, more and more related categories have been included in the trendy play camp, and the trendy play has gradually become a commercial concept and a new format for commercializing art.

In the past, trendy play players generally focused on collections, and the price of trendy play ranged from a few hundred yuan to several thousand yuan. As the generalized trend of fashion play began to prevail, the price and form of fashion play began to diversify. The price of fashion play for mass consumption was about tens of yuan to several hundred yuan, and the consumer group became wider and wider. In a newly opened Chaowan store in Nanshan District, Shenzhen, the combination of Chaowan retail and offline experience has attracted many consumers. Although it is a working day, there is an endless stream of customers.

Zhang Nu, head of Tencent QQ product IP: This store has been open for nearly a month and is operating well. Many consumers will start from the co-branded Chaowan, and go to the entire consumption area, and finally to the theme of the lake Private room visit, there are some other experience areas on the second floor.

Wen Yongsheng, person in charge of offline business of Shenzhen Chuangmengtiandi Entertainment Co., Ltd.: The daily passenger flow is about 3,000 people, and the conversion situation is also very good, about 40 to 50%.

This Shenzhen toy production factory used to mainly make toy orders in Europe and the United States. In the past two years, with the rise of fashion play, the factory received orders for various blind boxes.

Tang Jinling, Operations Manager of Shenzhen Zhuoda Machinery Factory: 70% of our factory's business is blind box business, and there may be more in the future. According to the requirements of customers and the needs of the market, some production equipment of the blind box series has also increased. For example, there may be 10 or 8 pad printing machines before, but now it has become 20, and there may be more in the future.

iiMedia Research released the first quarter of 2021 trendy play market analysis report, showing that the market size of my country's trendy play economy will reach 29.48 billion yuan in 2020, and it is expected to grow to 38.43 billion yuan in 2021 at a growth rate of 30%, and is expected to reach 38.43 billion yuan in 2023. 60 billion yuan.

[Punctual Finance] Trend toy market survey Yueji economy prevails Original personality trendy play is popular Guochao toys have become a new trend in the development of the industry

At present, the trendy game industry as a whole is greatly influenced by the player market. The reason why the younger generation is keen on trendy games is precisely because trendy games can show their individuality and expand their interests. With the popularity of trendy games, original and personalized products are more and more favored.

In the past, the trendy play circle was mainly based on artist products and big IP products. However, with the changes in the aesthetics of mainstream consumers, some consumers have begun to pursue niche and original IP-produced related products.

Lin Peng, designer of Shenzhen Fresh Orange Corporate Image Design Co., Ltd.: What you make depends on whether there are similar products on the market. If there are too many similar products or the color is too similar to the current market, they will not accept it. They will pursue more personalized, or something that has not been seen in the market and are curious, more niche.

Most of the original IPs are not supported by animations and movies, and only rely on appearance to attract customers. This part of IP is generally called non-content IP. After non-content IP is made into various trendy games, it is consumed because of its cute or distinctive image. The love of the audience, because of the psychology that produces joy, pays the bill.