1 July 2001
Region's Largest Toy Fair Bolsters Industry Confidence(HKTDC Toys & Games , Vol 02,2001)
PRODUCT & MARKET TRENDS
BESIDES creating a marketplace for sourcing new products and conducting business, the Hong Kong Toys & Games Fair 2001 provided a platform for the exchange of market intelligence. The TDC commissioned AC Nielsen to conduct an on-site survey of exhibitors and buyers to identify the latest market trends.
The fair was held from January 9-12 at the Hong Kong Convention and Exhibition Centre.
Altogether, 708 exhibitors and 1,451 buyers were interviewed at the fairground during the first two days of the show. The results, summarized below, provided insights into trends and developments in the toys and games industry.
- Sales in Christmas 2000 were generally agreed to be better than in 1999. Buyers and exhibitors continued to be optimistic about the market in 2001 (two-thirds expected it to be better).
- Half of US buyers expected the US market to grow but at a slower pace.
- Exhibitors were divided about the growth of the US market.
- Although about one-third of both exhibitors and buyers were neutral, a slightly higher proportion anticipated growth.
Both exhibitors and buyers believed that licensed characters would remain important.
Koge, Toy Story characters, Hello Kitty, Disney characters and Pokemon would be popular.
Interactive toys were quite popular in the 12 months prior to the survey. Almost half of exhibitors were involved in the production of interactive toys.
Hong Kong is strong in ODM, and all Hong Kong exhibitors expected ODM to grow. Twelve per cent of Hong Kong exhibitors have four or more designers.
The use of toys as premiums is on the rise.
IMPACT OF THE INTERNET
- The perception is that Internet retailing is rising in popularity but will only slightly replace traditional toy- shopping behaviour.
- The Internet tends to:
make children spend more time on computers (93% agree);
enlarge the market potential for electronic games and interactive toys (92% agree); and
enhance the development of interactive toys (92% agree).
CHINESE MAINLAND MARKET
- More than half of Hong Kong exhibitors were active in the Chinese mainland
domestic market in
terms of having direct sales channels.
- The Chinese mainland's entry into WTO is expected to lead to:
keener competition with Chinese mainland manufacturers;
more products being bought directly from the mainland; and
opportunities to sell more products to the mainland.
- Chinese mainland consumers perceived Hong Kong toys to have:
good safety standards;
good product designs; and
high product quality.
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