Kev Lag Luam Kidult Kev Loj Hlob: Cov Khoom Ua Si Rau Cov Neeg Laus Tau Los Ua Lub Cav Tshiab Rau Kev Loj Hlob Ntawm Kev Xa Khoom Mus Rau Lwm Lub Tebchaws

kev loj hlob ntawm kev ua lag luam khoom ua si 4.1%. Daim ntawv tshaj tawm no tshawb nrhiav kev nthuav dav ntawm kev ua lag luam, tus cwj pwm ntawm cov neeg siv khoom, thiab seb cov neeg xa khoom Suav teb siv "kev noj khoom qub qub" li cas los yeej cov neeg yuav khoom thoob ntiaj teb.

Kev Lag Luam Thoob Ntiaj Teb: Kev Lag Luam $ 28.7 Billion nrog Cov Chaw Kub Hauv Cheeb Tsam

Lub lag luam khoom ua si thoob ntiaj teb rau cov neeg laus tau hloov zuj zus los ntawm ib feem me me mus rau kev lag luam ntau txhiab daus las hauv tsib xyoos xwb. Cov ntaub ntawv Euromonitor International qhia tau tias kev lag luam tau mus txog $ 28.7 billion hauv xyoo 2024, nrog rau North America, Tebchaws Europe, thiab Asia-Pacific ua peb cheeb tsam saum toj kawg nkaus - txhua tus muaj cov neeg siv khoom nyiam thiab cov tsav tsheb loj hlob sib txawv.

North America tseem yog lub khw loj tshaj plaws, suav txog 42% ntawm kev muag khoom thoob ntiaj teb (12.05 billion hauv xyoo 2024), ua raws li kev xav tau rau cov khoom ua si superhero thiab sci-fi IP. Tebchaws Meskas muaj ntau dua 35 lab tus neeg laus sau cov khoom ua si, nrog rau 62% ntawm lawv siv nyiaj 500-2,000 txhua xyoo rau cov khoom xws li Marvel statues thiab *Star Wars* model kits, raws li kev soj ntsuam xyoo 2024 los ntawm The NPD Group. "Cov menyuam yaus Asmeskas txaus siab them tus nqi siab rau cov khoom tsawg tsawg uas qhia txog lawv cov kev nco txog kab lis kev cai pop nyiam," Sarah Lee, tus kws tshuaj ntsuam xyuas laus ntawm Euromonitor hais. "Ib daim duab Spider-Man resin 12-nti tuaj yeem muag rau 300-500 duas las, thiab cov khoom tsawg feem ntau muag tag hauv ob peb teev."

Tebchaws Europe ua raws li 28% ntawm kev lag luam thoob ntiaj teb ($ 8.04 billion), qhov twg cov khoom qub thiab cov khoom sau qub tseem ceeb. UK, Lub Tebchaws Yelemees, thiab Fabkis tau pom muaj kev thov ntau ntxiv rau cov khoom ua si xyoo 1980 thiab 1990 - xws li Transformers G1 replicas thiab He-Man action figures - uas tsav los ntawm cov neeg siv khoom hnub nyoog nruab nrab uas tab tom nrhiav kev rov qab nco txog thaum yau. Hauv Lub Tebchaws Yelemees, kev muag khoom ntawm cov qauv tsheb ciav hlau thiab tsheb rau cov neeg laus tau loj hlob 27% hauv xyoo 2024, raws li German Toy Association.

Asia-Pacific yog thaj chaw loj hlob sai tshaj plaws, nrog CAGR ntawm 18% txij li xyoo 2022. Nyiv txoj kab lis kev cai otaku ntev txuas ntxiv tsav kev xav tau rau anime figurines (piv txwv li, Demon Slayer thiab Attack on Titan), thaum cov chav kawm nruab nrab ntawm Southeast Asia tab tom txais yuav ob qho tib si Western thiab Suav IP collectibles. Hauv Indonesia, kev muag khoom ntawm cov neeg laus collectibles tau nce 45% hauv xyoo 2024, nrog rau cov duab puab Naruto ua hauv Suav teb thiab Boonie Bears premium plush cov khoom ua si tau txais kev nyiam, CTJPA cov ntaub ntawv qhia.

Duab ntawm Cov Neeg Siv Khoom: Cov Neeg Laus Sau Khoom Yog Leej Twg?

Cov neeg sau khoom ua si rau cov neeg laus niaj hnub no yog ntau haiv neeg, tab sis cov qauv tseem ceeb ntawm cov pej xeem thiab kev coj cwj pwm yog cov uas ua rau kev tsim khoom thiab cov tswv yim lag luam zoo dua.

Raws li The NPD Group, cov neeg saib hnub nyoog tseem ceeb muaj hnub nyoog li ntawm 25 txog 45 xyoos, suav txog 78% ntawm cov neeg laus thoob ntiaj teb uas yuav khoom siv los ua si, thiab lawv loj hlob thaum lub sijhawm muaj yeeb yaj kiab thiab cov yeeb yaj kiab loj loj, lawv muaj nyiaj siv rau kev ua si lom zem. Li Jia, tus thawj coj kev lag luam ntawm HobbyMax, uas yog lub tuam txhab ua khoom ua si hauv Guangzhou, piav qhia tias, "Cov neeg Millennials thiab Gen Z yog cov uas tsav tsheb rau Kidult. Lawv saib cov khoom ua si tsis yog khoom ua si xwb, tab sis kuj yog cov cim ntawm lub koob npe nrov thiab kev nqis peev ntawm kev xav."

Cov poj niam txiv neej kuj hloov pauv thiab. Keeb kwm los, kev ua lag luam yog txiv neej tswj hwm (nrog rau cov txiv neej ua 75% ntawm cov neeg yuav khoom hauv xyoo 2019), cov poj niam sau khoom tam sim no suav txog 35% ntawm kev muag khoom thoob ntiaj teb - nce 12 feem pua ​​​​​​hauv tsib xyoos. Hauv Kaus Lim Qab Teb thiab UK, cov poj niam yuav khoom nyiam cov khoom sau zoo nkauj tab sis zoo, xws li Sanrio's Hello Kitty cov duab zoo thiab Studio Ghibli's My Neighbor Totoro cov qauv resin. "Peb tau pom 50% nce ntxiv ntawm cov poj niam yuav peb cov duab Spirited Away hauv Tebchaws Europe," Li Jia ntxiv.

Peb lub hom phiaj tseem ceeb uas ua rau cov neeg laus sau cov khoom qub:

Kev nco txog yav dhau los: 62% ntawm cov neeg yuav khoom hais tias "rov txuas nrog kev nco txog thaum yau" yog lawv qhov laj thawj tseem ceeb, raws li kev tshawb fawb xyoo 2024 los ntawm Global Toy Insights. Piv txwv li, cov neeg Asmeskas hnub nyoog 35-45 xyoo feem ntau nrhiav GI Joe lossis Barbie menyuam roj hmab txij li thaum lawv tseem hluas, thaum cov neeg sau khoom Suav hauv Southeast Asia yuav cov qauv ntawm cov cim ua yeeb yaj kiab hauv tebchaws xyoo 1990 xws li Black Cat Detective.

Kev Txheeb Ze Hauv Zej Zog: Cov neeg sau khoom siv lawv cov khoom los tsim kom muaj zej zog—sib qhia cov duab hauv Instagram, koom nrog cov rooj sib tham hauv online (piv txwv li, Reddit's r/ActionFigures), thiab mus koom cov rooj sib tham xws li San Diego Comic-Con (SDCC). Ib txoj kev tshawb fawb xyoo 2024 pom tias 45% ntawm cov neeg sau khoom laus tau ua phooj ywg los ntawm lawv txoj kev nyiam ua si.

Tus Nqi Peev: Cov khoom sau ua khoom muaj tsawg tsawg feem ntau muaj nqis zuj zus. Ib daim duab puab Iron Man xyoo 2019 uas muaj tsawg tsawg, uas thawj zaug muaj nqi ntawm $400, tam sim no muag tau ntau dua $1,200 ntawm cov lag luam thib ob xws li eBay. Qhov "kev xav txog kev nqis peev" no ua rau 30% ntawm kev yuav khoom kim heev, The NPD Group tshaj tawm.

Lub Tswv Yim Rau Cov Neeg Xa Khoom Tawm Hauv Suav Teb: Tsim Rau Kev Nco Txog Yav Tas Los, Kev Lag Luam Rau Kev Sib Txuas Lus

Cov tuam txhab ua khoom ua si hauv Suav teb tab tom siv lawv cov kev txawj ntse tsim khoom thiab kev koom tes IP los ntes tau feem ntau ntawm kev lag luam thoob ntiaj teb rau cov neeg laus, nrog ob qhov tseem ceeb: kev tsim khoom uas tsav los ntawm kev nco txog yav dhau los thiab kev lag luam tsom mus rau zej zog.

Kev Tsim Khoom: Kev Sib Koom Ua Ib Ke Nrog Kev Zoo thiab Kev Tsim Kho Tshiab

Cov neeg xa khoom Suav teb uas ua tiav tau zoo tsim lawv cov khoom kom haum rau thaj chaw ib puag ncig thaum txhim kho qhov zoo kom ua tau raws li cov qauv neeg laus.

Kev Koom Tes Nrog IP Rau Kev Nco Txog Lub Ntiaj Teb Thoob Ntiaj Teb: Kev koom tes nrog cov IPs thoob ntiaj teb uas paub zoo yog ib qho tswv yim zoo tshaj plaws. Pop Mart uas nyob hauv Shenzhen, uas nto moo rau nws cov thawv dig muag, tau pib koom tes nrog Star Wars hauv xyoo 2024—uas muaj cov duab puab 3-nti ntawm Darth Vader thiab Luke Skywalker nrog cov khoom ntim rov qab xyoo 1970. Cov kab no tau muag 500,000 chav thoob ntiaj teb hauv peb lub hlis thawj zaug, tsim tau $ 25 lab nyiaj tau los. "IPs thoob ntiaj teb muaj kev nco txog lub ntiaj teb," Wang Jian, tus thawj tswj kev muag khoom thoob ntiaj teb ntawm Pop Mart hais. "Los ntawm kev muab peb txoj kev tsim qauv tshwj xeeb rau lawv, peb nyiam cov kiv cua ntev thiab cov neeg sau khoom tshiab."

Cov Khoom Siv Retro Replicas nrog Kev Hloov Kho Tshiab Niaj Hnub: Rau cov lag luam hauv cheeb tsam, cov tuam txhab Suav rov ua dua cov khoom ua si classic nrog cov ntaub ntawv zoo dua thiab cov ntsiab lus. HobbyMax tau tso tawm xyoo 1980 Transformers Optimus Prime replica hauv xyoo 2024, ua nrog cov hlau tuag-cast (hloov chaw yas) thiab teeb LED hauv qhov muag. Tus nqi ntawm $ 280, tus qauv muag 20,000 units hauv Tebchaws Europe thiab North America - ua tau zoo dua li qhov kev cia siab. "Cov neeg laus xav tau qhov nostalgia ntawm lawv cov khoom ua si thaum yau, tab sis nrog qhov zoo uas lawv tuaj yeem txaus siab tam sim no," Li Jia piav qhia.

Kev Lag Luam Thoob Ntiaj Teb ntawm IP hauv Suav Teb: Cov IP hauv tebchaws kuj tau txais kev nyiam. Alpha Group ntawm Guangzhou tau tsim cov duab puab The Legend of Hei (Ling Long) zoo tshaj plaws hauv xyoo 2024, tsom mus rau cov kiv cua sci-fi hauv Tebchaws Meskas thiab Tebchaws Europe. Cov duab puab resin 10-nti, uas muaj cov cim tom qab apocalyptic ntawm IP, muag rau $ 320 txhua tus thiab tau los ua tus muag khoom zoo tshaj plaws ntawm London Toy Fair. "Cov IP hauv Suav teb muab cov dab neeg tshiab rau cov neeg sau khoom thoob ntiaj teb uas nkees ntawm cov cim sab hnub poob tib yam," Zhang Wei, tus thawj coj xa khoom ntawm Alpha Group hais.

Kev Lag Luam: Tsim Lub Zej Zog thiab Tsim Kom Muaj Tsawg

Yuav kom ncav cuag cov neeg laus sau khoom, cov neeg xa khoom Suav teb tab tom txav mus dhau qhov kev tshaj tawm ib txwm muaj los tsom mus rau kev tsim kom muaj zej zog thiab kev sib tw ua lag luam uas tsom mus rau kev tsis txaus.

Kev Sib Txuas Lus Hauv Zej Zog thiab KOL Kev Koom Tes: Cov platform xws li Instagram, TikTok, thiab YouTube yog qhov tseem ceeb rau kev nthuav qhia cov khoom sau. Pop Mart koom tes nrog "cov khoom ua si unboxing" KOLs zoo li @ToyCollectorGirl (uas muaj 1.2 lab tus neeg ua raws) los tshuaj xyuas nws cov khoom. Ib daim vis dis aus TikTok xyoo 2024 ntawm nws qhov kev qhib lub thawv Star Wars figurines tau txais 4.5 lab tus neeg saib, tsav tsheb 30% nce siab hauv kev muag khoom. "Cov neeg laus ntseeg lwm tus neeg sau ntau dua li kev tshaj tawm," Wang Jian sau tseg.

Kev Muaj Rooj Sib Tham: Cov rooj sib tham loj txog cov khoom ua si—xws li SDCC, Tokyo Toy Show, thiab London Toy Fair—yog qhov tseem ceeb rau kev tsim kom muaj kev pom tseeb ntawm hom lag luam. Xyoo 2024, HobbyMax tau tshaj tawm nws daim duab Attack on Titan tsawg tsawg ntawm SDCC, muab 500 chav tshwj xeeb "Comic-Con Only" nrog cov ntim tshwj xeeb. Cov chav muag tag hauv ob teev, thiab qhov kev tshaj tawm tau tsim 10,000 qhov kev txiav txim ua ntej rau tsab ntawv ib txwm muaj.

Kev Koom Tes Hauv Zej Zog: Cov neeg xa khoom tawm tab tom tsim cov zej zog online los txhawb kev ncaj ncees. Alpha Group tau tsim ib pawg Facebook, "Global Ling Long Collectors," qhov twg cov tswv cuab sib qhia cov duab ntawm lawv cov duab puab, koom nrog Q&As nrog cov neeg tsim qauv ntawm IP, thiab pov npav rau cov khoom lag luam uas yuav tshwm sim. Pawg tam sim no muaj 25,000 tus tswv cuab, thiab 40% ntawm lawv tau yuav khoom ntau zaus. "Thaum cov neeg sau khoom xav tias lawv yog ib feem ntawm lub zej zog, lawv dhau los ua cov neeg tawm tswv yim rau hom lag luam," Zhang Wei hais.

Cov Qauv Txwv thiab Cov Qauv Ua Ntej: Kev tsis txaus ua rau muaj kev thov. Feem ntau cov khoom sau rau cov neeg laus hauv Suav teb tau tso tawm ua cov qauv txwv (piv txwv li, 1,000-5,000 units) nrog cov ntawv pov thawj uas muaj tus lej, tsim kom muaj kev xav tshwj xeeb. Kev txiav txim ua ntej kuj yog ib txwm muaj - HobbyMax tau qhib kev txiav txim ua ntej rau nws cov qauv Optimus Prime peb lub hlis ua ntej tso tawm, uas tso cai rau lub tuam txhab ntsuas qhov kev thov thiab kho qhov ntau lawm.

Cov Teeb Meem thiab Kev Cia Siab Yav Tom Ntej

Txawm hais tias muaj kev loj hlob los xij, cov neeg xa khoom Suav teb ntsib teeb meem hauv kev lag luam sau cov khoom rau cov neeg laus. Kev sib tw los ntawm cov npe lag luam sab hnub poob (piv txwv li, Funko, Sideshow Collectibles) thiab cov tuam txhab Nyiv Pooj (piv txwv li, Good Smile Company) tseem muaj zog heev. Kev ua txhaum cai IP yog lwm qhov kev pheej hmoo - cov duab puab Star Wars cuav uas ua los ntawm Suav teb tau ua rau muaj kev lag luam online ntau dhau, ua rau kev muag khoom raug cai poob qis. Tsis tas li ntawd, cov nqi tsim khoom siab (rau cov khoom siv resin thiab hlau) txhais tau tias cov nyiaj tau los tsawg dua li cov khoom ua si rau menyuam yaus.

Yuav kom kov yeej cov teeb meem no, cov neeg xa khoom tawm tau nqis peev rau kev tsim kho tshiab thiab kev tsim hom lag luam. Ib txhia tab tom siv thev naus laus zis rau hauv cov khoom sau - xws li AR (augmented reality) cov yam ntxwv uas cia cov neeg siv "coj cov duab puab los ua neej" los ntawm cov apps smartphone. Lwm tus tab tom tsom mus rau kev ruaj khov, siv cov resins uas tsis ua rau ib puag ncig puas tsuaj los nyiam cov neeg yuav khoom uas paub txog ib puag ncig.

Saib mus tom ntej, yav tom ntej ntawm cov khoom ua si rau cov neeg laus xa tawm yog qhov ci ntsa iab. Cov lag luam tshiab xws li Middle East thiab Latin America tab tom qhia txog kev loj hlob zoo - Saudi Arabia cov lag luam khoom ua si rau cov neeg laus tau loj hlob 55% hauv xyoo 2024, raws li CTJPA. Thaum cov neeg laus ntau dua txais yuav "kev ua si ua lub neej," cov neeg xa khoom Suav uas tuaj yeem sib npaug kev nco txog yav dhau los, qhov zoo, thiab zej zog yuav txuas ntxiv mus ntes cov feem ntawm kev ua lag luam.

"Kev lag luam ntawm Kidult tsis yog ib qho kev hloov pauv tshiab - nws yog ib qho kev hloov pauv mus sij hawm ntev," Sarah Lee hais. "Cov neeg laus tab tom muab qhov tseem ceeb rau kev paub dhau los thiab kev sib txuas lus ntawm lub siab, thiab cov khoom ua si sau tau muab ob qho tib si. Rau cov neeg xa khoom Suav teb, qhov no yog lub sijhawm ib zaug hauv ib tiam neeg los ua cov thawj coj thoob ntiaj teb hauv kev lag luam uas loj hlob sai."

Thaum cov khoom ua si uas cov neeg laus ua los ntawm Suav teb tshwm sim ntau zuj zus ntawm cov txee hauv New York, London, thiab Tokyo, kev lag luam tau ua pov thawj tias cov khoom ua si tsis yog rau cov menyuam yaus xwb - thiab qhov kev nco txog yav dhau los tuaj yeem yog lub cav muaj zog rau kev loj hlob ntawm kev xa khoom tawm.