The number of young kids under the age of 14 and infant, toddler and preschool in China is over 300,000,000, accounting for 25% of the whole population. Among them 80,000,000 live in the city, which form a large numbers of toy consumption. Especially in recent years, parents identify with the concept that toys can enlighten children on their intelligence, moreover, majority of modern families in China only have one child, parents are willing to spend on their child. Although according to the official statistic, the toy sales in mainland of China are no more than 2,000,000,000 dollars in 2006, it is estimated by people in this industry that the actual market demands should be 9,000,000,000 dollars. People in this industry believe that the forecast demands of Chinese toy market will increase at a rate of 40% per year in the following years, and the consumption of Chinese toy market will hopefully exceed 13,000,000,000 dollars.
Marketing Environment::
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In recent years, it appears some characteristics for toy sales in mainland of China:
1. Model Toys
Electric model toys attract both children and adults, such as tank cars, cars installed with alarm whistle and so on. Though these toys are not cheap in price, especially the electric toys, commonly between 8-10 dollars, some even as high as 80-100 dollars, but they have a strong footing in the market.
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Plush Toys - China::
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2. RC Toys
Appeared with high technology, for instance, electronic toys that can sound or shine, rc toys and interactive toys that can speak or perform a series of actions are salable goods. Presently, various rc toys on sale in the market reach about 1 hundred kinds, mainly are variety of rc toys (remote control toys) and hobby items, such as rc car, rc helicopter, nitro rc car, rc gas boat, remote control helicopter, remote control car etc., each rc car(remote control car) costs about 20-65 dollars，rc gas boat(remote control gas boat) is about 20-50 dollars，and the price of rc helicopter differs between 450 - 2,000 dollars.
3. Plastic Toys
Plastic has taken the place of metal, wood and have become the main material for toys making, because it costs low, easily deals with, safer and light.
4. Adult Toys
Besides the children toys, adult toys in mainland of China are also have large market. According to the latest investigation of China Social Investigation Office, 33% of adults think they are fond of toys and would like to buy them. It is investigated that except for traditional Chinese Chess, I-go and kite, adults prefer rc toys (remote control toys) and hobby items, such as rc car, rc helicopter, nitro rc car, rc gas boat, remote control helicopter, remote control car etc. The last research of China Toys Association shows the acceptable toy price for most consumers in the large and medium sized cities is no more than 15 dollars. However, in some large cities and some medium sized cities, some ingenious and top graded toys reaching up 150 dollars and even 1200 dollars still have their market. It takes an average of about 5% of the whole year consumption for Chinese citizens to buy toys, and with the toy development of top grade, brightness and series, in particular, rc toys (remote control toys) and hobby items, such as rc car, rc helicopter, nitro rc car, rc gas boat, remote control helicopter, remote control car etc., the toy consumption will be in the status of advancing.
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Toys Market Environment in China