中國玩具及遊戲市場

2024年，中國玩具和遊戲市場將實現成長，這得益於傳統玩具和遊戲的蓬勃發展以及電子遊戲日益成長的吸引力。人工智慧個人化發揮了關鍵作用，增強了數位和實體遊戲體驗。將中國文化元素融入玩具和遊戲，深受國內消費者歡迎。競爭格局呈現佔有率轉移和競爭加劇的態勢，電商仍是主要銷售管道。

Euromonitor International的中國玩具及遊戲市場研究報告提供了國家層級市場規模和形態的全面指南。我們提供2020年至2024年的最新零售數據，協助您辨識推動成長的產業。我們甄選主要企業和主要品牌，並對影響市場的主要因素（包括新產品開發、分銷和定價問題）進行策略性分析。 2029年的預測顯示了市場預期的變化。

目標產品：傳統玩具及遊戲、電子遊戲

數據範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細了解玩具和遊戲市場
• 確定成長領域並確定變革的動力
• 了解競爭格局、主要市場參與企業和領導品牌
• 透過五年預測評估市場將如何發展

Euromonitor International在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過50年的經驗。公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並擁有遍布100個國家的分析師網路。憑藉其獨特的能力和對多元化市場的深刻理解，公司能夠開發可靠的資訊資源，為明智的策略規劃提供支援。

目錄

目錄和表格

執行摘要

• 人工智慧個人化和本地文化元素是關鍵成長動力

關鍵數據發現

• 圖 1：2024 年的主要趨勢

產業表現

• 傳統玩具和遊戲成長最快，電子遊戲佔據主導地位
• 人工智慧用於個人化傳統遊戲和電動遊戲體驗
• 圖表 2：正義在線推出AI 競技場
• 收藏需求推動盲盒和交易卡成長
• 圖3：中國收藏卡熱潮推動擴張
• 本土創新推動價值銷售。 《黑神話：悟空》就是一個很好的例子。
• 圖 4：分析師觀點

下一步

• 預計電子遊戲將成為預測期內收入最高的遊戲
• 技術和個人化預計將繼續推動成長
• 授權玩具、收藏品和兒童玩具推動傳統玩具和遊戲的成長
• 手機遊戲、訂閱和跨平台模式推動電玩成長
• 無論是在傳統遊戲或電子遊戲中，地域文化都具有重要意義。

競爭格局

• 卡優和泡泡瑪特生意興隆，而耀吉和葉羅麗卻舉步維艱
• Game Science 推出主機遊戲挑戰全球競爭對手
• DNF Mobile 的推出透過擴展經典 IP 來推動遊戲銷售
• 騰訊收購 EasyBrain、Space Ape 和 Kuloo Games，並投資育碧衍生公司
• 互動玩具「Bubble Pal」引人關注

頻道

• 由於消費者要求更優惠的價格，零售電子商務在玩具和遊戲銷售中佔據主導地位
• 線下零售仍發揮重要作用
• 轉向更靈活的零售模式，例如快閃店和自動販賣機

經濟背景

• 圖5：實質GDP成長率和通膨率（2019-2029年）
• 圖6：中國PEST分析（2024年）

消費者背景

• 圖 7：2024 年中國消費者的關鍵洞察
• 圖8：2024年中國消費格局

國別報告免責聲明

資訊來源

中國傳統玩具與遊戲

關鍵數據發現

2024年的發展

• 兒童和收藏家是推動成長的關鍵趨勢
• 圖 9：2024 年的主要趨勢

產業表現

• 隨著集換式卡牌越來越受歡迎，遊戲和謎題推動了成長
• 建設業基數高仍維持穩健成長，但兩極化明顯
• BubblePal 利用人工智慧增強傳統玩具和遊戲以推動成長
• 圖 10：Haivivi 互動玩具融合了語音辨識和自適應學習
• Jellycat 利用快閃咖啡館和身臨其境型體驗迎合「Kidult」潮流
• 圖表 11：Jellycat 上海快閃咖啡館慶祝品牌成立 25 週年

下一步

• 建設業推動傳統玩具和遊戲的成長
• 透過技術整合和人工智慧個人化改變遊戲體驗
• 情感聯繫改變傳統玩具和遊戲

競爭格局

• Kayou 預測，隨著集中化程度的提高，經濟將實現成長
• 泡泡瑪特憑藉盲盒模型和IP擴大玩偶及配件領域的領先地位
• 隨著收藏品越來越受歡迎，Pop Mart 和 Kayou 的業務不斷擴張
• Luka 的 AI 學習夥伴在互動學習方面取得了成功
• 圖12：分析師觀點

頻道

• 隨著消費者尋求更好的交易和體驗，電子商務正在成長
• 企業也青睞​​零售電子商務
• 線下零售仍然很重要，因為它能為消費者提供體驗

國別報告免責聲明

中國電子遊戲

關鍵數據發現

2024年的發展

• 電子遊戲軟體推動了銷售和成長，人們對具有地理意義的遊戲的興趣日益濃厚
• 圖 13：2024 年的主要趨勢

產業表現

• 手機遊戲推動了成長，其中《王者榮耀》和《黑神話：悟空》等遊戲表現良好。
• 自適應 NPC 和 AI 裝備推薦可提高玩家留存率
• GameScience 和網易藉由中國文化取得成功
• 圖 14：《黑神話：悟空》將中國神話與 AAA 遊戲玩法結合

下一步

• 預測期內的持續創新和發展將推動電子遊戲持續成長
• AI個人化推動電玩參與度
• 正如《不朽覺醒》所示，在地化對中國玩家來說越來越重要
• 圖 15：分析師觀點
• 訂閱模式和雲端遊戲將變得更加重要

競爭格局

• 騰訊維持市場佔有率，米哈遊面臨挑戰
• 圖 16：米哈遊繼續致力於在全球擴展《原神》
• Game Science 的主機遊戲對現有發行商構成挑戰
• DNF Mobile 的成功也得益於其對經典 IP 的改編
• 參與企業採用跨媒體方式利用現有智慧財產權

頻道

• 對數位產品的依賴導致零售電子商務主導了電動遊戲市場
• 線下銷售對電玩硬體仍然很重要
• 線下合作利用IP吸引年輕一代

國別報告免責聲明

In 2024, toys and games saw growth in China, propelled by dynamic growth for traditional toys and games, and the increasing appeal of video games. AI personalisation played a significant role, improving both digital and physical play experiences. The incorporation of Chinese cultural elements into toys and games proved popular with domestic consumers. The competitive landscape witnessed changes in share and intensified competition, while e-commerce remained the dominant sales channel.

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 2020-2024, 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 2029 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• AI personalisation and local cultural elements are important growth drivers

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Traditional toys and games witnesses the fastest growth, while video games dominates sales
• AI used to personalise traditional games and video games experiences
• CHART 2 Justice Online Launches AI Arena
• Demand for collectibles drives growth for blind boxes and trading cards
• CHART 3 China's Collectible Card Craze Drives Continued Expansion
• Localised innovations drive value sales, exemplified by Black Myth: Wukong
• CHART 4 Analyst Insight

WHAT'S NEXT?

• Video games to see the highest sales during the forecast period
• Technology and personalisation set to continue to contribute to growth
• Licensed toys, collectibles, and kidults set to drive expansion in traditional toys and games
• Mobile games, subscriptions, and cross-platform models set to drive growth in video games
• Continued importance of local culture in both traditional and video games

COMPETITIVE LANDSCAPE

• Kayou and Pop Mart thrive, while Yaoji and Yeloli struggle
• Game Science challenges global competitors with console game launch
• DNF Mobile launch boosts game sales due to extending a classic IP
• Tencent acquires EasyBrain, Space Ape, Kuloo Games, and invests in Ubisoft spin-off
• Interactive toy BubblePal gains prominence

CHANNELS

• Retail e-commerce dominates sales of toys and games as consumers seek better prices
• Offline retail still has a role to play
• A transition to more flexible retail models, such as pop-up stores and vending

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in China 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in China 2024
• CHART 8 Consumer Landscape in China 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidults and collectibles are key trends driving an acceleration of growth
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Games and puzzles drives growth due to rising popularity of trading cards
• Construction maintains solid growth despite a high base, but polarisation seen
• BubblePal enhances traditional toys and games with AI, boosting growth
• CHART 10 Haivivi Interactive Toys Incorporates Voice Recognition and Adaptive Learning
• Jellycat leverages the kidult trend with pop-up cafe and immersive experiences
• CHART 11 Jellycat's Shanghai Pop-Up Cafe Celebrates the Brand's 25th Anniversary

WHAT'S NEXT?

• Construction set to lead growth in traditional toys and games
• Tech integration and AI personalisation to reshape play experiences
• Emotional connections set to reshape traditional toys and games

COMPETITIVE LANDSCAPE

• Kayou sees growth amidst increasing concentration
• Pop Mart extends its lead in dolls and accessories thanks to blind box model and IPs
• Pop Mart and Kayou expand as collectibles surge in popularity
• Luka's AI Learning Companion achieves success with interactive learning
• CHART 12 Analyst Insight

CHANNELS

• E-commerce gains ground as consumers chase better deals and experiences
• Companies also favour retail e-commerce
• Offline presence remains important as stores attract consumers with experiences

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Video games software drives sales and growth, with interest in titles of local importance
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Mobile games drives growth, as titles such as Honor of Kings and Black Myth: Wukong thrive
• Adaptive NPCs and AI equipment recommendations boost player retention
• Game Science and NetEase find success through Chinese culture
• CHART 14 Black Myth: Wukong Blends Chinese Mythology with AAA Gameplay

WHAT'S NEXT?

• Continued growth for video games, due to constant innovation and development over the forecast period
• AI personalisation set to drive engagement for video games
• Localisation will be increasingly important to Chinese gamers, as demonstrated by Immortal Awakening
• CHART 15 Analyst Insight
• Subscription models and cloud gaming will become increasingly relevant

COMPETITIVE LANDSCAPE

• Tencent maintains its share, while miHoYo faces challenges
• CHART 16 miHoYo Remains Committed to Expanding Genshin Impact Universe
• Game Science's console game challenges established publishers
• Success of DNF Mobile launch attributed to adaptation of a classic IP
• Players adopt a transmedia approach to leverage established IPs

CHANNELS

• Retail e-commerce dominates video games due to reliance on digital products
• Offline sales remain important for video games hardware
• Offline collaborations capitalise on IPs to attract younger generations

COUNTRY REPORTS DISCLAIMER