IGUANGZHOU, Okthoba. [XX] — Imboni yamathoyizi omhlaba wonke ayisekho nje eyabantwana. Iqhutshwa "umnotho wabantwana" okhulayo—abantu abadala abazitika ngezinto zokuzilibazisa eziphefumulelwe yizingane—amathoyizi aqoqwayo ahlose abantu abadala asephenduke indawo ekhanyayo engalindelekile kubathumeli bamathoyizi baseShayina. Kusukela ezifanekisweni ezinemininingwane eminingi zamaqhawe kuya kuma-kit amamodeli ayinkimbinkimbi, le mikhiqizo ikhuthaza ukukhula kokuthunyelwa kwamanye amazwe, lapho ukuthengiswa kwamanye amazwe kwamathoyizi aqoqwayo abantu abadala baseShayina kwehla ngo-38% unyaka nonyaka ngo-2024 kuya ku-$3.6 billion, ngokusho kwe-China Toy & Juvenile Products Association (CTJPA). Njengoba isidingo somhlaba wonke sezinto eziqoqwayo eziqhutshwa yizinkumbulo zakudala nezinenani eliphezulu siqhubeka nokukhula, ochwepheshe bemboni babikezela ukuthi lesi sigaba sizokhula ngesilinganiso sonyaka esihlanganisiwe (CAGR) esingu-12.2% kuze kube ngu-2028, sidlule inani eliphelele.
ukukhula kwemakethe yamathoyizi ngo-4.1%. Lo mbiko uhlola ukwanda kwemakethe, ukuziphatha kwabathengi, kanye nendlela abathumeli bezimpahla baseShayina abasebenzisa ngayo "ukusetshenziswa kwezinto ezidlule" ukuze bazuze abathengi bomhlaba wonke.
Isikali Semakethe Yomhlaba Wonke: Imboni EngamaRandi Ayizigidi Eziyizigidi Ezingu-28.7 Enezindawo Ezishisayo Zesifunda
Imakethe yamathoyizi abantu abadala emhlabeni wonke ishintshe kusukela esigabeni esibalulekile kuya embonini ebiza izigidigidi zamaRandi eminyakeni emihlanu nje kuphela. Idatha ye-Euromonitor International ikhombisa ukuthi imakethe ifinyelele ku-$28.7 billion ngo-2024, kanti iNyakatho Melika, iYurophu, kanye ne-Asia-Pacific njengezifunda ezintathu eziphezulu—ngasinye esinezintandokazi zabathengi ezihlukile kanye nezikhuthazi zokukhula.
INyakatho Melika isalokhu iyimakethe enkulu kunazo zonke, ebiza u-42% wokuthengiswa komhlaba wonke (\(12.05 billion ngo-2024), eholwa yisidingo sezinto eziqoqiwe ze-IP ze-superhero kanye ne-sci-fi. I-US iyikhaya labaqoqi bamathoyizi abantu abadala abangaphezu kwezigidi ezingu-35, kanti u-62% wabo bachitha \)500-\(2,000 ngonyaka ezintweni ezifana nezithombe ze-Marvel kanye nama-model kit *Star Wars*, ngokwenhlolovo ka-2024 ye-NPD Group. "Ama-American Kidults azimisele ukukhokha amanani aphezulu ngezingcezu ezilinganiselwe ezibonisa izinkumbulo zawo zamasiko athandwayo," kusho uSarah Lee, umhlaziyi omkhulu kwa-Euromonitor. "Isithombe se-resin esingu-12 intshi sikaSpider-Man singathengiswa ngo-\)300-$500, futhi ukugijima okulinganiselwe kuvame ukuthengiswa kungakapheli amahora."
IYurophu ilandela ngo-28% wemakethe yomhlaba wonke ($8.04 billion), lapho kubusa khona izinto zakudala neziqoqiwe zakudala. I-UK, iJalimane, neFrance zibone ukwanda kwesidingo sama-replica amathoyizi eminyaka yawo-1980 nawo-1990—njenge-replicas ye-Transformers G1 kanye nezibalo zesenzo ze-He-Man—eziqhutshwa abathengi abaseminyakeni ephakathi abafuna ukubuyisa ukukhumbula izinto zakudala zobuntwana. EJalimane, ukuthengiswa kwezitimela nezimoto zamamodeli zakudala zabantu abadala kukhule ngo-27% ngo-2024, ngokusho kwe-German Toy Association.
I-Asia-Pacific yisifunda esikhula ngokushesha kakhulu, esine-CAGR engu-18% kusukela ngo-2022. Isiko le-otaku laseJapan elihlala isikhathi eside liyaqhubeka nokugqugquzela isidingo sezithombe ze-anime (isb., i-Demon Slayer kanye ne-Attack on Titan), kuyilapho isigaba esiphakathi esikhulayo eNingizimu-mpumalanga ye-Asia samukela kokubili izinto eziqoqiwe ze-IP zaseNtshonalanga naseShayina. E-Indonesia, ukuthengiswa kwamathoyizi aqoqiwe abantu abadala kukhuphuke ngo-45% ngo-2024, lapho izithombe ze-Naruto ezenziwe eShayina kanye namathoyizi e-Boonie Bears asezingeni eliphezulu ethola ukuthandwa, kusho idatha ye-CTJPA.
Isithombe Sabathengi: Obani Abaqoqi Abadala?
Abaqoqi bamathoyizi abantu abadala banamuhla bayiqembu elihlukahlukene, kodwa izitayela ezibalulekile zabantu kanye nokuziphatha zibumba amasu okuthuthukisa umkhiqizo kanye nokumaketha.
Ngokweminyaka, izithameli eziyinhloko ziphakathi kweminyaka engama-25 nengama-45 ubudala, okubalwa u-78% wabathengi bezinto eziqoqwayo zabantu abadala emhlabeni jikelele, ngokwe-NPD Group. Leli qembu—abaningi babo abakhulele ngesikhathi segolide sochungechunge lwezithombe ezinyakazayo namafilimu adumile—linenzuzo engenayo yokuyisebenzisa ezintweni zokuzilibazisa. "Iminyaka eyi-Millennials kanye nesizukulwane u-Z baqhuba lo mkhuba we-Kidult," kuchaza uLi Jia, umqondisi wokumaketha kwa-HobbyMax, umenzi wamathoyizi aqoqwayo oseGuangzhou. "Ababheki izinto eziqoqwayo njengamathoyizi nje kuphela, kodwa njengezimpawu zesikhundla kanye nokutshalwa kwezimali ngokomzwelo."
Ukuguquguquka kobulili nakho kuyashintsha. Ngokomlando imakethe ephethwe ngabesilisa (abesilisa benza ama-75% wabathengi ngo-2019), abaqoqi besifazane manje bakha ama-35% okuthengisa emhlabeni jikelele—okukhuphuke ngamaphesenti ayi-12 eminyakeni emihlanu. ENingizimu Korea nase-UK, abathengi besifazane bakhetha izinto ezinhle kodwa ezisezingeni eliphezulu, njengezibalo ze-Hello Kitty zikaSanrio kanye namamodeli e-resin ka-Studio Ghibli ka-My Neighbor Totoro. "Sibone ukwanda kwama-50% kwamakhasimende besifazane athenga izithombe zethu ze-Spirited Away eYurophu," kusho uLi Jia.
Izisusa ezintathu ezibalulekile ezishukumisa abantu abadala abaqoqayo:
Ukukhumbula Izinto Ezidlule: Abathengi abangu-62% bathi "ukuxhumana kabusha nezinkumbulo zobuntwana" yisizathu sabo esiyinhloko, ngokusho kocwaningo lwango-2024 lwe-Global Toy Insights. Isibonelo, abantu baseMelika abaneminyaka engu-35-45 ubudala bavame ukufuna onodoli be-GI Joe noma be-Barbie kusukela ebusheni babo, kuyilapho abaqoqi baseShayina eNingizimu-mpumalanga ye-Asia bethenga amakhophi abalingiswa bezithombe zasekhaya zango-1990 abanjengoBlack Cat Detective.
Ubunikazi Bomphakathi: Abaqoqi basebenzisa izinto zabo ukwakha umphakathi—ukwabelana ngezithombe ku-Instagram, ukujoyina amaforamu aku-inthanethi (isb., i-r/ActionFigures kaReddit), kanye nokuya emihlanganweni efana neSan Diego Comic-Con (SDCC). Ucwaningo lwango-2024 luthole ukuthi ama-45% abaqoqi abadala benze abangane ngendlela abayithandayo.
Inani Lokutshalwa Kwezimali: Izinto eziqoqiwe ezinohlobo olulinganiselwe zivame ukuba nenani elilinganiselwe. Isithombe sika-2019 se-Avengers: Endgame Iron Man, ekuqaleni esasinenani elingu-\(400, manje sithengiswa ngaphezu kuka-\)1,200 ezimakethe zesibili njenge-eBay. Lo "mqondo wokutshalwa kwezimali" uqhuba u-30% wokuthengwa okuphezulu, kubika i-NPD Group.
Isu Labathumeli Bempahla BaseShayina: Ukuklama I-Nostalgia, Ukumaketha Kokuxhumana
Abenzi bamathoyizi baseShayina basebenzisa ubuchwepheshe babo bokukhiqiza kanye nobambiswano lwe-IP ukuze bathole isabelo esikhulu semakethe yomhlaba wonke yokuqoqa izinto zabantu abadala, enezindawo ezimbili ezibalulekile zokugxila: ukwakheka komkhiqizo okuqhutshwa yizinkumbulo zakudala kanye nokumaketha okugxile emphakathini.
Umklamo Womkhiqizo: Ukuhlanganisa Isikhathi Esidlule Nekhwalithi Nokusungula Izinto Ezintsha
Abathumeli bezimpahla baseShayina abaphumelelayo balungisa imikhiqizo yabo ukuze ihambisane nezikhathi zakudala zesifunda ngenkathi bethuthukisa ikhwalithi ukuze ihlangabezane nezindinganiso zabantu abadala.
Ukusebenzisana kwe-IP kwe-Global Nostalgia: Ukubambisana nama-IP aziwayo emhlabeni wonke kuyisu eliphambili. I-Pop Mart eseShenzhen, edume ngamabhokisi ayo angaboni, yethule ukubambisana kwe-Star Wars ngo-2024—equkethe izithombe ezingama-intshi angu-3 zikaDarth Vader noLuke Skywalker ezinezingqwembe zesitayela sakudala sama-1970. Lo mugqa uthengise amayunithi angu-500,000 emhlabeni jikelele ezinyangeni zawo ezintathu zokuqala, okwenza imali engenayo engu-$25 million. "Ama-IP omhlaba wonke anezinkumbulo ezakhelwe ngaphakathi," kusho uWang Jian, umphathi wezokuthengisa womhlaba wonke we-Pop Mart. "Ngokubeka umklamo wethu oyingqayizivele kuwo, sikhanga abalandeli besikhathi eside kanye nabaqoqi abasha."
Ama-Retro Replicas anezithuthukisi zesimanje: Ezimakethe zesifunda, izinkampani zaseShayina ziphinda amathoyizi akudala ngezinto zokwakha nemininingwane engcono. I-HobbyMax ikhiphe ikhophi ye-Transformers Optimus Prime yango-1980s ngo-2024, eyenziwe ngensimbi ecijile (esikhundleni sepulasitiki) kanye nezibani ze-LED emehlweni. Intengo yayo ingu-$280, imodeli ithengise amayunithi angu-20,000 eYurophu naseNyakatho Melika—okulindelwe okuhle kakhulu. "Abantu abadala bafuna ukukhumbula amathoyizi abo asebuntwaneni, kodwa ngekhwalithi abangayazisa manje," kuchaza uLi Jia.
Ukusabalala kwe-IP yaseShayina: Ama-IP asekhaya nawo ayathandwa. I-Alpha Group yaseGuangzhou yethule umugqa wesithombe ophambili we-The Legend of Hei (Ling Long) ngo-2024, ihlose abalandeli be-sci-fi e-US naseYurophu. Izithombe ze-resin ezingamasentimitha ayi-10, ezinezinhlamvu ze-IP zangemva kwembubhiso, zathengiswa ngo-$320 ngasinye futhi zaba ezithengiswa kakhulu eLondon Toy Fair. "Ama-IP aseShayina anikeza izindaba ezintsha kubaqoqi bomhlaba wonke abakhathele izinhlamvu ezifanayo zaseNtshonalanga," kusho uZhang Wei, umqondisi wokuthumela kwamanye amazwe we-Alpha Group.
Ukumaketha: Ukwakha Umphakathi Nokudala Ukuntuleka
Ukuze kufinyelelwe abaqoqi abadala, abathumeli bezimpahla baseShayina badlulela ngale kokukhangisa okuvamile bagxile ekwakheni umphakathi kanye nemikhankaso eqhutshwa ukushoda.
Ubudlelwano Bezokuxhumana kanye Nokubambisana Kwe-KOL: Amapulatifomu afana ne-Instagram, i-TikTok, ne-YouTube abalulekile ekuboniseni izinto eziqoqiwe. I-Pop Mart ibambisana nama-KOL "akhipha ama-toy" afana ne-@ToyCollectorGirl (onabalandeli abayizigidi ezingu-1.2) ukuze ibukeze imikhiqizo yayo. Ividiyo ye-TikTok ka-2024 lapho ekhipha izithombe ze-Star Wars ebhokisini ithole ukubukwa okungu-4.5 million, okwenza ukuthengisa kwanda ngo-30%. "Abantu abadala bathemba abanye abaqoqi ngaphezu kwezikhangiso," kuphawula uWang Jian.
Ukuba Khona Kwemihlangano: Imihlangano emikhulu yamathoyizi—njenge-SDCC, iTokyo Toy Show, kanye neLondon Toy Fair—iyisihluthulelo sokwakha ukubonakala komkhiqizo. Ngo-2024, iHobbyMax yethule isithombe sayo se-Attack on Titan esinohlobo olulinganiselwe e-SDCC, inikeza amayunithi angu-500 akhethekile e-"Comic-Con Only" anokupakisha okukhethekile. Amayunithi athengiswe aphela emahoreni amabili, futhi i-buzz yakhiqiza ama-oda angaphambi kwesikhathi angu-10,000 ohlelo olujwayelekile.
Ukuzibandakanya Komphakathi: Abathumeli bangaphandle bakha imiphakathi eku-inthanethi ukuze bakhuthaze ukwethembeka. I-Alpha Group yethule iqembu le-Facebook, elithi "Global Ling Long Collectors," lapho amalungu abelana khona ngezithombe zezithombe zawo, ahlanganyele emibuzweni nasezimpendulweni nabaklami be-IP, futhi avotela imikhiqizo ezayo. Leli qembu manje linamalungu angu-25,000, kanti u-40% wabo usethenge ngokuphindaphindiwe. "Lapho abaqoqi bezizwa beyingxenye yomphakathi, baba abameli bomkhiqizo," kusho uZhang Wei.
Amamodeli Ohlelo Olulinganiselwe kanye Noku-oda Kusengaphambili: Ukuntuleka kwempahla kuqhuba isidingo. Iningi lezinto eziqoqwayo zabantu abadala baseShayina likhishwa njengezinhlobo ezilinganiselwe (isb., amayunithi ayi-1,000-5,000) anezitifiketi ezinezinombolo, okudala umuzwa wokukhethekile. Ama-oda kusengaphambili nawo avamile—i-HobbyMax ivule ama-oda kusengaphambili ekhophi yayo ye-Optimus Prime ezinyangeni ezintathu ngaphambi kokukhishwa, okuvumela inkampani ukuthi ilinganise isidingo futhi ilungise ukukhiqizwa.
Izinselele kanye Nombono Wesikhathi Esizayo
Naphezu kokukhula, abathumeli bangaphandle baseShayina babhekene nezingqinamba emakethe yezinto eziqoqwayo zabantu abadala. Ukuncintisana okuvela emikhiqizweni yaseNtshonalanga esunguliwe (isib. iFunko, iSideshow Collectibles) kanye nezinkampani zaseJapan (isib. iGood Smile Company) kusalokhu kukhulu. Ukwephulwa kwe-IP kungenye ingozi—izithombe mbumbulu ezenziwe eShayina zeStar Wars ziye zagcwala izimakethe eziku-inthanethi, zanciphisa ukuthengiswa okusemthethweni. Ngaphezu kwalokho, izindleko zokukhiqiza eziphakeme (ze-resin nezinto zensimbi) zisho ukuthi inzuzo incane kuneyamathoyizi ezingane.
Ukuze banqobe lezi zinselele, abathumeli bangaphandle batshala imali ekusunguleni izinto ezintsha kanye nokwakha uphawu. Abanye bahlanganisa ubuchwepheshe ezintweni eziqoqwayo—njengezici ze-AR (augmented reality) ezivumela abasebenzisi “ukwenza izithombe ziphile” ngezinhlelo zokusebenza ze-smartphone. Abanye bagxila ekusimeni, besebenzisa ama-resin anobungani nemvelo ukuze bakhange abathengi abaqaphela imvelo.
Uma sibheka phambili, ikusasa lokuthunyelwa kwamanye amazwe kwamathoyizi abantu abadala liqhakazile. Izimakethe ezisafufusa njengeMpumalanga Ephakathi kanye neLatin America zibonisa ukukhula okunamandla—Imakethe yamathoyizi abantu abadala eSaudi Arabia ikhule ngo-55% ngo-2024, ngokwe-CTJPA. Njengoba abantu abadala abaningi bamukela "ukudlala njengendlela yokuphila," abathumeli baseShayina abangalinganisela izinkumbulo ezidlule, ikhwalithi, kanye nomphakathi bazoqhubeka nokubamba isabelo semakethe.
"Umnotho we-Kidult awuyona into eyenzeka esikhathini eside—kuwumkhuba wesikhathi eside," kusho uSarah Lee. "Abantu abadala babeka phambili okuhlangenwe nakho kanye nokuxhumana ngokomzwelo, futhi amathoyizi aqoqwayo aletha kokubili. Kwabathumeli bangaphandle baseShayina, leli yithuba elivela kanye esizukulwaneni sokuba abaholi bomhlaba wonke esigabeni esikhula ngokushesha."
Njengoba izinto eziqoqiwe zabantu abadala ezenziwe eShayina zibonakala kakhulu emashalofini eNew York, eLondon naseTokyo, imboni ifakazela ukuthi amathoyizi awawona nje kuphela awezingane—nokuthi ukulangazelela izinto zakudala kungaba yinjini enamandla yokukhula kokuthunyelwa kwamanye amazwe.
Isikhathi sokuthunyelwe: Septhemba-22-2025
