About 10 years ago, video games, iPhone / iPad controlled smart toys were gradually rising, and Japan’s traditional static plush market was greatly impacted. For the plush dealer at the time, the memory of the product is very deep. but
In the past five years, Japanese traditional static plush market has entered the era of prosperity.
According to the Japanese toy market scale statistics, plush toys started from 2015, and the 2015 year was 19.5 billion yen (approximately 1214 million yuan) to 26.5 billion in 2018. The yen (about 165 billion yuan) has grown nearly 40%.
Unit: 100 million yuan
Source: Open data according to Japanese Toy Association
▌▌ ▌ 可 Cute popularity
In the past, traditional static plush should highlight yourself, in addition to materials, modeling is the most important factor in attracting consumers. The image commonly used by the manufacturer has cute pet, cutea, and anime, game image already has a certain sense of visibility. This trick is also applicable in the current.
In 2019, there are many feathers and animals, and the gaming image authorized plush products: there is a kitten, puppy plush, and 2019 popular animated movie derived plush, there are also Japanese local classics. Anime image plush, etc. However, the well-known image is limited, and the daily cute image is numerous, the competition is very intense, and the traditional routine has not been able to meet the needs of the new era.
Four major winning new law
▌ ▌ ▌ 新 法 1: Strengthening supporting services
Japan has a strong brand culture, many brands have been born for decades, even in a hundred years, these old brands want to continue to stand in the new era, in addition to continuously introducing new products, more importantly, from the place Start with brand fans and cooperative retailers.
For example, in the 45th anniversary of the 45th anniversary of 2019, the “baby Munqi”, which celebrates the 15th anniversary, and launches the theme product “Happy Trip Monchhichi”, Hold a variety of celebrations through an opportunity of the anniversary. In Japan, it will be underlined, and the guidance, assistive work, such as providing a special fashion fashion, furnishing program guidance, etc., forming a grabbing “Mongech” product display angle. In this way, on the one hand, it can be attracted to the store to introduce goods, expand the product awareness, improve sales; on the other hand, it can also help the mall attractive. In overseas, the newly opened website for industry partners, gives business partners to provide new products, preferential information; optimize the e-commerce website for consumers, enrich the contents of the e-commerce website. After this series of efforts, “Monchi” sales in 2019, especially in Asian countries represented by China, the increasing people.
▌ ▌ ▌ 新 法 2: Mining accessories business opportunities
Traditional static plush due to product characteristics, the design level is relatively high. However, traditional ideas often focus on product theme design, ignoring accessories. In fact, just find the right cut angle, plush toy accessories, also contain many business opportunities.
The Japanese Japanese Lecith Hoche also grabbed the opportunity, launched the plush clothing series Uchi-Noco in December 2018, with good market feedback, enhanced brand awareness.
This series draws on the gameplay of fashion dressing dolls, can be used with other different brands of plush dolls. In order to improve compatibility, Uchi-Noco uses the form of cloaks. The design elements are mainly concentrated in the head. There are various animals, people’s design, which can easily hold in various plush dolls, so old appearance. Currently, it has launched the fourth series. When selling in the store, you will also launch a scene accessory such as a sofa, bed shop, which is purchased and enriched.
▌ ▌ ▌ 新 法 3: live fan economy
In recent years, anime, game authorized toys are strong, mainly due to the powerful purchasing power of fans. Japan as a country with developed economy, plush toy company, of course, will not let this opportunity. However, the use of fan economy is not simply introducing high popularity, but also needs to be done, but also the interaction with fans, while maintaining the exposure of the product in the fan ring, maintaining fans loyalty Spend.
It is also a series of rises mentioned above, a series of operations surrounding the plush clothing series UCHI-NOCO, accumulating a batch of fans. For example, on the company’s social webpage, in time to push new products, activities, etc. information on fans. Even in product design, it is also fully listened to fans, which can be described as powerful. It is reported that when the company launched the third wave of new products, the company held the fourth wave of new products, and the fans voted to determine the image theme of the new product, the highest volume of the ticket became the fourth wave of new product theme, and thus in the fourth When the wave was launched, it was greatly concerned by the fans. The Riheng Society also launched plush photography activities, selling related scene accessories, encouraging fans to carry out social exchange websites, increasing the flexibility and activity, but also expanded the influence.
▌ ▌ ▌ 新 法 4: Follow social trend
In the Internet age, social networking sites are the marketing battlefields that are necessary for merchants. In Youtube, Facebook, Twitter, Photo Wall (Instagram) has spawned a lot of popular products. It can be said without exaggeration, social networking sites are treasures of the treasure of the toy enterprises to explore the market.
T-Arts launched the Disney Sitting Question (ちょっこ ちょっこ ん ん) is a represented plush toy on social networking sites. It is small, portable, and it is a landscape. Take a photo of “baby”, then the social network, has become a fan of fans. On the occasion of the 2nd anniversary, T-Arts will make persistent efforts, in addition to enriching the characteristic image, also performing functional update on the seat doll, launches “sitting posture doll on the shoulder”, using magnetic function, fixing the doll firmly Shoulder.
In addition, social trends also affect the preference of consumers on plush toys. According to the survey, the big-sized plush toys are not as fragrant than the past, and the size is small, can be used as a portable ornament, and even a certain auspicious victims have been welcomed by the market.
Static plush although there is a certain limitancy due to its static characteristics. However, in recent years, the market shows that traditional products have their strengths, as long as the plush companies follow the trend of the times, be good at insight into consumers, and grasp the business opportunities, they can surveillance and achieve good results.
Japanese hot plush products
Below, it is recommended for the reader some of the 2019 popular plush product series in Japan.
▌ Bread Superman S Plus Series
ア パ パ パ マ プ プ プ ちぃ ビ ズ ズ S Plus シ シ ズ ズ
Produced: sega toys
Selling points: Bread Superman is a preschool animation brand in Japan. The average audience is extensive and affordable.
▌ ▌ 崎 动漫 soft bean bag series
ス ジオ ジオ ジブ ジブ ふ わ わ お お 玉 シ ズ ズ ズ
Produced: sun arrow
Selling points: The audience covers the whole age, suitable for collection, sun intercourse.
▌ cat group series
ねこだ ねこだ ご シ シ ズ ズ
Produced: Three-English trade
Sellings: There is more vast change, extensive audience, affordable.
▌ Toy Trust 4 Series
ト イ ス ト ー リ シ シ シ ズ ズ
Selling points: The product is selected from the image of the popular film.
Corner small animal plush series
みっコぐら みっコぐら みっコぐら コレ コレ ショ ショ ぬ ぬ ぬ ぐ み
Selling points: The product depicts a group of sputum images that are away from the lively, hiding in the corner to seek security, very bonding the psychology of Japanese contemporary young people. Through the same name issued by Nintendo, this group of small animals are popular, plush toys and other derivatives.
▌ sittive pocket
Selling points: and real bean firepogs are very small, very cute, and are welcomed by women at all ages.
▌ Elf treasure dream super dream
ポケモ ポケモ ミュウツ ミュウツ
Selling: With the big brand of “Elf Bao Dream”, plus the promotion of the film “Detective Papers”, the big anti-school role is rapidly promoted, and the little boys are very welcome.
▌ ▌ ▌ 发 发 毛 系
ファ ファ ム ぎっ ぎっ 太 太 郎
Selling points: plush makes the growing strip, convenient to hold, and once, you will vocalize it, you are loved by preschool children.
Produced: Three-English trade