Uqoqosho Lwabantwana Luyanda: Izinto Zokudlala Eziqokelelwayo Zabantu Abadala Zivela Njengenjini Entsha Yokukhula Kokuthunyelwa Kwamanye Amazwe

ukukhula kwe-4.1% yemarike yezinto zokudlala. Le ngxelo ihlola ukwanda kwemarike, indlela abathengi abaziphethe ngayo, kunye nendlela abathumeli-mpahla baseTshayina abasebenzisa ngayo "ukusetyenziswa kwezinto ezidlulileyo" ukuze bafumane abathengi behlabathi.

Isikali seMarike yeHlabathi: Ishishini leebhiliyoni ezingama-28.7 zeerandi elineendawo ezishushu zengingqi

Imakethi yezinto zokudlala zabantu abadala kwihlabathi liphela iguquke ukusuka kwicandelo eliphambili ukuya kwishishini leebhiliyoni zeerandi kwiminyaka emihlanu nje kuphela. Idatha ye-Euromonitor International ibonisa ukuba imakethi ifikelele kwi-$28.7 yeebhiliyoni ngo-2024, kunye noMntla Melika, iYurophu, kunye ne-Asia-Pacific njengeengingqi ezintathu eziphezulu—nganye ineenketho zabathengi ezahlukeneyo kunye neziphumo zokukhula.

INorth America iseyeyona marike inkulu, ibandakanya i-42% yentengiso yehlabathi (\(12.05 yeebhiliyoni ngo-2024), ekhokelwa yimfuno yee-superhero kunye ne-sci-fi IP collectibles. I-US ilikhaya labaqokeleli bezinto zokudlala zabantu abadala abangaphezu kwezigidi ezingama-35, apho i-62% yabo ichitha \)500-\(2,000 ngonyaka kwizinto ezifana ne-Marvel statues kunye nee-*Star Wars* model kits, ngokophando olwenziwe yi-2024 yi-NPD Group. "Abantwana baseMelika bazimisele ukuhlawula amaxabiso aphezulu ngezinto ezilinganiselweyo ezibonisa iinkumbulo zabo zenkcubeko ye-pop abazithandayo," utshilo uSarah Lee, umhlalutyi omkhulu kwi-Euromonitor. "Isifanekiso se-resin se-Spider-Man esingama-intshi ali-12 singathengiswa nge \)300-$500, kwaye ukuthengiswa okulinganiselweyo kudla ngokuthengiswa ngaphakathi kweeyure."

IYurophu ilandela nge-28% yemarike yehlabathi ($8.04 yeebhiliyoni zeerandi), apho izinto zakudala neziqokelelweyo zakudala ziphambili. I-UK, iJamani, neFransi zibone ukunyuka kwemfuno yeekopi zezinto zokudlala zeminyaka yoo-1980 noo-1990—ezifana neekopi zeTransformers G1 kunye nezibalo zesenzo zeHe-Man—eziqhutywa ngabathengi abakwiminyaka ephakathi abafuna ukuphinda bakhumbule izinto zakudala zobuntwana. EJamani, ukuthengiswa koololiwe beemodeli zakudala kunye neemoto zabantu abadala kukhule nge-27% ngo-2024, ngokutsho kweGerman Toy Association.

I-Asia-Pacific yeyona ndawo ikhula ngokukhawuleza, ine-CAGR ye-18% ukusukela ngo-2022. Inkcubeko ye-otaku yaseJapan ekudala ikho iyaqhubeka nokukhuthaza imfuno yemifanekiso ye-anime (umz., iDemon Slayer kunye ne-Attack on Titan), ngelixa udidi oluphakathi olukhulayo eMzantsi-mpuma Asia luzamkela zombini izinto ze-IP zaseNtshona naseTshayina. E-Indonesia, ukuthengiswa kwezinto zokudlala eziqokelelweyo zabantu abadala kunyuke ngama-45% ngo-2024, kunye nemifanekiso eqingqiweyo yeNaruto eyenziwe eTshayina kunye neethoyi zeBoonie Bears eziphambili ezithandwa kakhulu, idatha ye-CTJPA ityhila.

Umfanekiso wabathengi: Ngoobani abaqokeleli abadala?

Abaqokeleli bezinto zokudlala zabantu abadala namhlanje baliqela elahlukileyo, kodwa iindlela eziphambili zabantu kunye neendlela zokuziphatha zibumba amaqhinga ophuhliso lwemveliso kunye nokuthengisa.

Ngokweminyaka, abaphulaphuli abaphambili baphakathi kweminyaka engama-25 ukuya kwengama-45 ubudala, bebalelwa kwi-78% yabathengi behlabathi abaqokelelweyo bezinto zabantu abadala, ngokweqela le-NPD. Eli qela—uninzi lwabo olukhulele ngexesha legolide leefilimu ezinemifanekiso kunye neefilimu ezidumileyo—lunemali engenayo yokuchitha kwizinto zokuzonwabisa. "Iminyaka eyi-1900 kunye nesizukulwana u-Z baqhuba umkhwa we-Kidult," ucacisa uLi Jia, umlawuli wentengiso kwiHobbyMax, umenzi weethoyi eziqokelelweyo oseGuangzhou. "Abazijongi izinto eziqokelelweyo njengezinto zokudlala kuphela, kodwa njengeempawu zesikhundla kunye notyalo-mali olunemvakalelo."

Iimeko zesini nazo ziyatshintsha. Ngokwembali, le yimarike elawulwa ngamadoda (amadoda enza ama-75% abathengi ngo-2019), abaqokeleli basetyhini ngoku bathatha ama-35% eentengiso kwihlabathi liphela—inyuke ngama-12 ekhulwini kwiminyaka emihlanu. EMzantsi Korea nase-UK, abathengi basetyhini bakhetha izinto ezintle kodwa ezikumgangatho ophezulu, ezifana ne-Sanrio's Hello Kitty premium figures kunye neemodeli ze-resin ze-My Neighbor Totoro zeStudio Ghibli. "Sibone ukunyuka kwama-50% kubathengi basetyhini abathenga imifanekiso yethu ye-Spirited Away eYurophu," wongeza uLi Jia.

Izizathu ezintathu eziphambili ziqhuba abantu abadala abaqokelela izinto:

Ukukhumbula Izinto Ezidlulileyo: Ama-62% abathengi bathi "ukuphinda badibane neenkumbulo zobuntwana" sisizathu sabo esiphambili, ngokutsho kophando lwe-Global Toy Insights ngo-2024. Umzekelo, amaMelika aneminyaka engama-35-45 ubudala ahlala efuna oonodoli be-GI Joe okanye beBarbie kwasebutsheni bawo, ngelixa abaqokeleli baseTshayina kuMzantsi-mpuma we-Asia bethenga iikopi zabalinganiswa be-animation basekhaya beminyaka yoo-1990 abafana neBlack Cat Detective.

Ubuwena beNtlalo: Abaqokeleli bezinto basebenzisa izinto zabo ukwakha uluntu—ukwabelana ngeefoto kwi-Instagram, ukujoyina iiforam ezikwi-intanethi (umz., iReddit's r/ActionFigures), kunye nokuya kwiindibano ezifana neSan Diego Comic-Con (SDCC). Uphononongo luka-2024 lufumanise ukuba ama-45% abantu abadala abaqokeleli bezinto baye benza abahlobo ngendlela abayithandayo.

Ixabiso loTyalo-mali: Izinto eziqokelelweyo ezinohlelo olulinganiselweyo zihlala zixabisa ixabiso. Umfanekiso we-Avengers: Endgame Iron Man wohlelo olulinganiselweyo ka-2019, owawunexabiso eliyi-\(400), ngoku uthengiswa ngaphezulu kwe-\)1,200 kwiimarike zesibini ezifana ne-eBay. Le "ndlela yokucinga yotyalo-mali" iqhuba i-30% yokuthengwa kwezinto eziphezulu, i-NPD Group ibika.

Icebo labaThumeli bamanye amazwe baseTshayina: Ukuyila i-Nostalgia, i-Marketing for Connection

Abenzi beethoyi baseTshayina basebenzisa ubuchule babo bokuvelisa kunye nobudlelwane be-IP ukuze bafumane isabelo esikhulu semarike yehlabathi yezinto zabantu abadala eziqokelelwayo, kunye neendawo ezimbini eziphambili ezijolise kuzo: uyilo lwemveliso oluqhutywa kukukhumbula izinto zakudala kunye nokuthengisa okugxile kuluntu.

Uyilo lweMveliso: Ukudibanisa i-Nostalgia kunye noMgangatho kunye noBuchule

Abathengisi baseTshayina abaphumeleleyo balungisa iimveliso zabo ukuze zisebenzise izinto zakudala zengingqi ngelixa bephucula umgangatho ukuze zihlangabezane nemigangatho yabantu abadala.

Intsebenziswano ye-IP yeGlobal Nostalgia: Ukusebenzisana nee-IPs zehlabathi ezidumileyo licebo eliphambili. I-Pop Mart eseShenzhen, edume ngee-blind box zayo, yaqalisa intsebenziswano yeStar Wars ngo-2024—equka imifanekiso emi-3-intshi kaDarth Vader kunye noLuke Skywalker enepakethe yakudala yeminyaka yoo-1970. Lo mgca uthengise iiyunithi ezingama-500,000 kwihlabathi liphela kwiinyanga ezintathu zokuqala, uvelisa ingeniso ye-$25 yezigidi. "Ii-IP zehlabathi zine-lastgie eyakhelwe ngaphakathi," utshilo uWang Jian, umphathi wentengiso wehlabathi wePop Mart. "Ngokubeka uyilo lwethu olukhethekileyo kuzo, sitsala abalandeli abanamava kunye nabaqokeleli abatsha."

IiReplicas zakudala ezineZiphuculo zanamhlanje: Kwiimarike zengingqi, iifemu zaseTshayina ziphinda zivelise iithoyi zakudala ezinezixhobo kunye neenkcukacha ezingcono. I-HobbyMax ikhuphe ikopi yeTransformers Optimus Prime yeminyaka yoo-1980 ngo-2024, eyenziwe ngesinyithi esidityanisiweyo (endaweni yeplastiki) kunye nezibane ze-LED emehlweni. Ixabiso layo liyi-$280, le modeli ithengise iiyunithi ezingama-20,000 eYurophu naseMntla Melika—ulindelo olungcono kakhulu. "Abantu abadala bafuna ukukhumbula iithoyi zabo zobuntwana, kodwa ngomgangatho abanokuwuxabisa ngoku," ucacisa uLi Jia.

I-IP yaseTshayina: Ii-IP zasekhaya nazo ziyathandwa. I-Alpha Group yaseGuangzhou yaqalisa umgca wemifanekiso eqingqiweyo yeThe Legend of Hei (Ling Long) ngo-2024, ijolise kubalandeli be-sci-fi e-US naseYurophu. Imifanekiso eqingqiweyo ye-resin eyi-intshi ezili-10, equka abalinganiswa be-IP emva kwesiphelo somhlaba, ithengiswe nge-$320 nganye kwaye yaba yeyona ithengiswa kakhulu kwiLondon Toy Fair. "Ii-IP zaseTshayina zibonelela ngamabali amatsha kubaqokeleli behlabathi abadiniweyo ngabalinganiswa abafanayo baseNtshona," utshilo uZhang Wei, umlawuli wokuthumela ngaphandle we-Alpha Group.

Ukuthengisa: Ukwakha Uluntu Nokudala Ukungabikho Kwezinto Ezininzi

Ukuze bafikelele kubaqokeleli abadala, abathumeli bangaphandle baseTshayina badlulela ngaphaya kweentengiso zemveli bagxila ekwakheni uluntu kunye namaphulo aqhutywa kukunqongophala.

Imidiya yoluntu kunye nobudlelwane be-KOL: Amaqonga afana ne-Instagram, iTikTok, kunye ne-YouTube abaluleke kakhulu ekuboniseni izinto eziqokelelweyo. I-Pop Mart isebenzisana ne-"toy unboxing" KOLs ezifana ne-@ToyCollectorGirl (enabalandeli abayi-1.2 yezigidi) ukuze ihlole iimveliso zayo. Ividiyo yeTikTok ka-2024 yokukhupha kwakhe imifanekiso yeStar Wars ibonwe ngabantu abayi-4.5 yezigidi, nto leyo eqhubela phambili ukunyuka kwentengiso ngama-30%. "Abantu abadala bathemba abanye abaqokeleli ngaphezu kweentengiso," uqaphela uWang Jian.

Ukubakho kwiNdibano: Iindibano ezinkulu zokudlala—ezifana ne-SDCC, iTokyo Toy Show, kunye neLondon Toy Fair—zibalulekile ekwakheni ukubonakala kophawu. Ngo-2024, iHobbyMax yatyhila umfanekiso wayo we-Attack on Titan olinganiselweyo kwi-SDCC, inikezela ngeeyunithi ezingama-500 ezikhethekileyo ze-"Comic-Con Only" ezineepakeji ezikhethekileyo. Ezi yunithi zithengisiwe zaphela kwiiyure ezimbini, kwaye i-buzz yavelisa ii-odolo ezili-10,000 zangaphambili zohlelo oluqhelekileyo.

Ukuzibandakanya koLuntu: Abathumeli ngaphandle bakha uluntu olukwi-intanethi ukukhuthaza ukuthembeka. I-Alpha Group iqalise iqela le-Facebook, elithi "Global Ling Long Collectors," apho amalungu abelana khona ngeefoto zemifanekiso yawo eqingqiweyo, athatha inxaxheba kwi-Q&As nabayili be-IP, kwaye avotela iimveliso ezizayo. Eli qela ngoku linamalungu angama-25,000, kwaye ama-40% abo athe athenga ngokuphindaphindiweyo. "Xa abaqokeleli beziva beyinxalenye yoluntu, baba ngabameli beempawu," utshilo uZhang Wei.

Iimodeli zoHlelo oluNcinci kunye nezoku-Oda kwangaphambili: Ukunqongophala kwezinto kuqhuba imfuno. Uninzi lwezinto eziqokelelweyo zabantu abadala baseTshayina zikhutshwa njengeenguqulelo ezincinciweyo (umz., iiyunithi ezili-1,000-5,000) ezineesatifikethi ezineenombolo, nto leyo edala uluvo lokuba zezodwa. Ii-odolo zangaphambili nazo zixhaphakile—iHobbyMax ivule ii-odolo zangaphambili zekopi yayo ye-Optimus Prime kwiinyanga ezintathu ngaphambi kokuba ikhutshwe, ivumela inkampani ukuba ilinganise imfuno kwaye ilungise imveliso.

Imingeni kunye neMbono yeXesha elizayo

Nangona kukho ukukhula, abathengisi baseTshayina bajongene nemiqobo kwimarike yabantu abadala eqokelelwayo. Ukhuphiswano oluvela kwiimveliso zaseNtshona ezisele zikho (umz., iFunko, iSideshow Collectibles) kunye neefemu zaseJapan (umz., iGood Smile Company) lusenzima. Ukwaphulwa kwe-IP yenye ingozi—imifanekiso eqingqiweyo yeStar Wars eyenziwe eTshayina igcwele iimarike ezikwi-intanethi, inciphisa ukuthengiswa okusemthethweni. Ukongeza, iindleko eziphezulu zemveliso (ye-resin kunye nezinto zesinyithi) zithetha ukuba inzuzo incinci kuneyezinto zokudlala zabantwana.

Ukuze boyise le mingeni, abathumeli bamanye amazwe batyala imali kwizinto ezintsha kunye nokwakha uphawu. Abanye badibanisa ubuchwepheshe kwizinto eziqokelelweyo—njengeempawu ze-AR (augmented reality) ezivumela abasebenzisi “ukuba benze imifanekiso iphile” ngee-apps zefowuni. Abanye bagxile ekuzinzeni, besebenzisa ii-resin ezinobuhlobo nokusingqongileyo ukutsala abathengi abaqaphela indalo.

Xa sijonge phambili, ikamva lokuthunyelwa kwamanye amazwe kwezinto zokudlala eziqokelelwayo zabantu abadala liqaqambile. Iimarike ezikhulayo ezifana neMbindi Mpuma kunye neLatin America zibonisa ukukhula okuqinileyo—Imarike yezinto zabantu abadala eqokelelwayo eSaudi Arabia ikhule ngama-55% ngo-2024, ngokwe-CTJPA. Njengoko abantu abadala abaninzi besamkela "ukudlala njengendlela yokuphila," abathengisi baseTshayina abanokulinganisela izinto ezikhumbulekayo, umgangatho, kunye noluntu baya kuqhubeka nokubamba isabelo semarike.

"Uqoqosho lweKidult aluyonto iqhelekileyo—luyinto eyenzeka ixesha elide," utshilo uSarah Lee. "Abantu abadala babeka phambili amava kunye nonxibelelwano lweemvakalelo, kwaye izinto zokudlala eziqokelelweyo zibonelela zombini. Kubathengisi baseTshayina, eli lithuba elivela kanye kwisizukulwana lokuba ziinkokheli zehlabathi kwicandelo elikhula ngokukhawuleza."

Njengoko izinto eziqokelelweyo zabantu abadala ezenziwe eTshayina zisanda ukubonakala kwiishelufu eNew York, eLondon naseTokyo, eli shishini lingqina ukuba izinto zokudlala azingobantwana kuphela—kwaye ukukhumbula izinto zakudala kunokuba yinjini enamandla yokukhula kokuthunyelwa kwamanye amazwe.