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市場調查報告書
商品編碼
1773097
泰國的玩具和遊戲市場Toys and Games in Thailand |
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2024年，泰國玩具和遊戲市場在兒童潮流和網路遊戲日益流行的推動下實現成長。成年人對收藏品和懷舊物品的興趣推動了銷售額的成長，同時，消費者消費習慣向手機遊戲的顯著轉變也顯而易見。傳統玩具和遊戲憑藉創新產品保持了市場競爭力，但數位平台已成為企業發展的關鍵。
Euromonitor International的研究報告《泰國玩具及遊戲市場》提供了國家層面的市場規模和格局的全面指南。報告提供了2020年至2024年的最新零售數據，幫助您識別推動成長的產業。該報告還列出了主要企業和主要品牌，並對影響市場的主要因素（例如新產品開發、分銷和定價問題）進行了策略分析。此外，報告也對2029年的市場變化進行了預測。
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
- Kidult 趨勢和數位視訊內容推動業績強勁成長
關鍵數據發現
- 圖 1：2024 年的主要趨勢
產業表現
- 傳統玩具和遊戲推動全年玩具和遊戲的成長
- Pop Mart 抓住 Kidult 市場熱潮，擴張門市
- 圖2：泰國的Pop Mart
- 盲目收藏品推動重複購買並增加對限量版商品的需求
- 圖3：藝術玩具收藏
- 數位遊戲正在轉移消費者對傳統玩具和遊戲的支出
- 圖 4：Twitch 線上遊戲玩家
下一步
- 電子遊戲將領先玩具和遊戲，並在預測期內呈現最高成長率
- 雲端遊戲和數位軟體的日益普及推動了遊戲受眾的成長
- 數位平台支撐電子商務主導地位
- 圖 5：分析師觀點
競爭格局
- 在分散化的市場模式中，泡泡瑪特用藝術玩具挑戰傳統品牌
- Pop Mart 透過社群行銷和獨家行銷的方式為兒童提供產品。
頻道
- 由於電子遊戲的強勁發展，電子商務佔據主導地位，但實體店仍然是傳統玩具和遊戲的首選
- Pop Mart 顛覆零售模式，採用全通路策略推動本地銷售
經濟背景
- 圖6：2019-2029年實質GDP成長與通膨
- 圖7：2024年泰國PEST分析
消費者背景
- 圖 8：2024 年泰國消費者關鍵洞察
- 圖9：2024年泰國消費者狀況
各國報告免責聲明
資訊來源
泰國傳統玩具與遊戲
關鍵數據發現
2024年的發展
- Kidult 和收藏品促進動態表現
- 圖 10：2024 年的主要趨勢
產業表現
- 玩偶和建築推動傳統玩具和遊戲的強勁需求
- Kidult Trend 推動傳統玩具和遊戲的銷售
- 圖 11：Lego Botanicals 擴充系列
- Labubu潮流帶動藝術玩具熱銷，再形成傳統玩具及遊戲
- 圖12：Pop Mart Love Monster
下一步
- 在傳統玩具和遊戲中，玩偶和配件成長最快
- 在出生率下降的市場中，Kidult 將進一步擴大其產品類別範圍。
- 圖 13：分析師觀點
- 技術整合和線上銷售將變得越來越重要
競爭格局
- 收藏品整合增多
- Pop Mart 利用盲盒和社交媒體在泰國迅速取得成功
- 圖14：Pop Mart收藏品
- 與 Dress To Impress 合作，網路遊戲將於 2025 年擴展到實體玩具
頻道
- 儘管專業玩具店實力雄厚，但網路平台和藝術玩具精品店已成為替代管道
- Pop Mart 自動販賣機鼓勵人們衝動購買藝術玩具
- 零售電商平台協助小型玩具品牌擴大影響力，社群媒體則推動消費者參與
各國報告免責聲明
泰國電子遊戲
關鍵數據發現
2024年的發展
- 數位內容持續推動泰國電子遊戲發展
- 圖 15：2024 年的主要趨勢
產業表現
- 可訪問性和遊戲文化使電動遊戲軟體成為主流
- 泰國網路普及率提升，線上遊戲使用量增加
- 圖16：泰國行動電話用戶
- Synnex 受惠於雲端遊戲採用率和支出的成長
- 圖 17：Synnex 正在支持雲端遊戲的興起
下一步
- 預測期內，電玩軟體將繼續推動該類別的成長
- 透過串流媒體、訂閱和行動裝置可訪問性推動數位遊戲成長
- 圖 18：分析師觀點
- 政府致力於支持本地遊戲發展
競爭格局
- 碎片化格局導致遊戲開發商之間的競爭加劇
- 成人遊戲玩家推動收益，但海外遊戲占主導地位
頻道
- 電子遊戲銷售的主要分銷管道是電子商務
- 泰國國際遊戲展在全球舞台上推廣本地開發商
國別報告免責聲明
Toys and games in Thailand experienced growth in 2024, propelled by the kidult trend and the increasing popularity of online gaming. The interest of adults in collectibles and nostalgic items has contributed to the rise in sales, while the shift in consumer spending habits towards mobile gaming has been notable. Traditional toys and games managed to remain relevant through innovative products, but digital platforms have become essential for companies.
Euromonitor International's Toys and Games in Thailand 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
- Kidult trend and digital video content support positive performance
KEY DATA FINDINGS
- CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
- Traditional toys and games drives gains in toys and games during the year
- Pop Mart capitalises on kidult trend with store expansion
- CHART 2 Pop Mart In Thailand
- Blind collectibles drive repeat purchases and demand for limited editions
- CHART 3 Art Toy Collectibles
- Digital gaming diverts consumer spending away from traditional toys and games
- CHART 4 Twitch Online Gamers
WHAT'S NEXT?
- Video games to lead toys and games over forecast period with fastest growth
- Cloud gaming and increasing preference for digital software to expand audience
- Digital platforms to support dominance of e-commerce
- CHART 5 Analyst Insight
COMPETITIVE LANDSCAPE
- Fragmented landscape sees Pop Mart challenge traditional brands with art toys
- Pop Mart targets kidults through community and exclusive marketing
CHANNELS
- E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
- Pop Mart disrupts established retail models with omnichannel strategy to drive local sales
ECONOMIC CONTEXT
- CHART 6 Real GDP Growth and Inflation 2019-2029
- CHART 7 PEST Analysis in Thailand 2024
CONSUMER CONTEXT
- CHART 8 Key Insights on Consumers in Thailand 2024
- CHART 9 Consumer Landscape in Thailand 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
- Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Kidults and collectibles help drive dynamic performance
- CHART 10 Key Trends 2024
INDUSTRY PERFORMANCE
- Dolls and construction are strong demands drivers of traditional toys and games
- Kidult trend boosts sales of traditional toys and games
- CHART 11 Lego Botanicals Expanded Range
- Labubu craze trend drives art toy sales, reshaping traditional toys and games
- CHART 12 Pop Mart Labubu Monsters
WHAT'S NEXT?
- Dolls and accessories to display fastest growth in traditional toys and games
- Kidults trend to further expand category reach in a market with falling birth rates
- CHART 13 Analyst Insight
- Tech integration and online sales to become increasingly important
COMPETITIVE LANDSCAPE
- Increasing consolidation due to collectibles
- Pop Mart uses blind boxes and social media to drive rapid success in Thailand
- CHART 14 Pop Mart Collectibles
- Online game to expand into physical toys with Dress To Impress in 2025
CHANNELS
- Despite strength of toy specialists, online platforms and art toy boutiques are alternative channels
- Pop Mart vending machines set to drive impulse purchases of art toys
- Retail e-commerce platforms help expand reach of smaller toy brands, while social media drives consumer engagement
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN THAILAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Digital content continues to drive video games in Thailand
- CHART 15 Key Trends 2024
INDUSTRY PERFORMANCE
- Video games software dominates due to accessibility and gaming culture
- Greater internet access in Thailand boosts online gaming engagement
- CHART 16 Mobile Phone Users in Thailand
- Synnex capitalises as cloud gaming adoption grows and boosts consumption
- CHART 17 Synnex Supporting The Rise in Cloud Gaming
WHAT'S NEXT?
- Video games software to continue driving category growth over forecast period
- Digital gaming expansion driven by streaming, subscriptions and mobile accessibility
- CHART 18 Analyst Insight
- Government aims to support local games development
COMPETITIVE LANDSCAPE
- Fragmented landscape sees increasing competition among game developers
- Adult gamers drive revenue, but foreign games dominate
CHANNELS
- E-commerce is the dominant distribution channel for video game sales
- Thailand International Game Showcase promotes local developers on global stage
