Tracking of sales data on Tmall Platform by the China Toy & Juvenile Products Association (CTJPA) shows that the main toy categories with year-on-year sales growth in December include figures (34.1%) and blind boxes (18.9%). Although the sales of major baby product categories declined slightly, the sales of some price ranges within these categories achieved varying degrees of year-on-year growth.
Sales Volume and Year-on-Year Growth of Major Baby Product Categories on Tmall Platform in December
In terms of average prices, the main toy categories with year-on-year growth in December include children's bicycles (13.1%), scooters (9.2%), and blind boxes (0.6%). For baby products, the only major category with year-on-year price growth is feeding bottles (1.2%).
Average Sales Price and Year-on-Year Growth of Major Baby Product Categories on Tmall Platform in December
Blind Boxes: Significant Year-on-Year Growth in Sales and Volume in the RMB 300-500 Price RangeProducts in the RMB 300-500 price range recorded the largest year-on-year growth in both sales volume and sales quantity, reaching 46.1% and 57.1% respectively.POP MART's THE MONSTERS - Sweet Macaron Vinyl Face Blind Box is a best-selling item in this category. This product can be placed freely, with iron wires built into the hands to create different poses. The face, hands and feet are made of vinyl material, and it comes with a metal ring for easy carrying around. The average transaction price is RMB 354.
Building Blocks: 1.5% Year-on-Year Growth in Average Sales Price in the RMB 200-300 Price RangeIn December, although the sales volume and sales quantity of building blocks in the RMB 200-300 price range declined year-on-year, the average sales price increased by 1.5% year-on-year, which is the largest growth rate among all price ranges in this category.MiDeer performed outstandingly in this category. Among its products, the magnetic tile stained glass building blocks are a best-selling item, featuring diverse gameplay, high openness, and exquisite design. It adopts a new generation of thickened magnetic cores, and the product has a delicate appearance.
Children's Car Safety Seats: 2.4% Year-on-Year Growth in Average Sales Price in the RMB 3000-3600 Price Range
In December, although the sales volume and sales quantity of children's car safety seats in the RMB 3000-3600 price range declined year-on-year, the average sales price increased by 2.4% year-on-year, which is the largest growth rate in this category.The best-selling product in this price range is the HBR Tiger Bell E360 Children's Car Safety Seat. It adopts bionic human mechanics support to protect the baby's spine, and features an innovative double child lock to prevent misoperation. The product can meet the needs of different age groups from 0 to 12 years old, with the head and shoulder pillow adjustable freely as the baby grows. Made of soft and breathable materials, it is equipped with a honeycomb heat dissipation design on the backrest to care for the baby's delicate skin. The average transaction price is RMB 3246.
Children's High Chairs: Significant Year-on-Year Growth in Sales and Average Price for Products Above RMB 1000In December, for the children's high chair category, products priced above RMB 1000 recorded the largest year-on-year growth in both sales volume and average sales price, reaching 17.4% and 25.4% respectively.The 5-piece set of children's growing chair from the Nordic brand STOKKE is a best-selling item in this category. With functions including a baby bouncer, a high chair, and an activity chair, it meets the needs of various age groups. It features 14 levels of height adjustment, as well as adjustable depth and size. The exquisite curved backrest design provides better support for the baby's spine. With structural support to prevent tipping over, the bottom is made of non-slip rubber material to enhance grip. The average transaction price is RMB 4103.
Important Notice:
The full versions of the "December 2023 Tmall Platform Data Analysis Report - Toy Chapter" and "December 2023 Tmall Platform Data Analysis Report - Baby Products Chapter" were launched this week. Members of the CTJPA can access them in the member exclusive area on the official CTJPA website (www.wjyt-china.org) with their member account credentials.
