2024年中国玩具市场复苏分析：线下渠道增长明显

2024年中国玩具市场复苏分析：线下渠道增长明显

China Toy Market Recovery Analysis 2024: Significant Growth in Offline Channels

最新行业报告显示，中国玩具和婴童用品协会近日发布的《2024年中国玩具和婴童用品行业发展白皮书》揭示了行业最新动态。

The latest industry report from the China Toy and Juvenile Products Association reveals key trends in their newly released "2024 China Toy and Juvenile Products Industry Development White Paper".

出口市场表现：2023年中国玩具（不含游戏）出口额达405.7亿美元，虽同比下降但仍处历史高位。其中对俄罗斯出口增长12.4%，对中亚五国出口13.5亿美元，同比大增72.4%。

Export performance: China's toy exports (excluding games) reached $40.57 billion in 2023. Exports to Russia grew by 12.4%, while exports to five Central Asian countries surged 72.4% to $1.35 billion.

重点品类数据：儿童推车出口16.4亿美元，其中对墨西哥出口暴增64.7%；对中亚五国出口6653.4万美元，增长46.9%。

Key product data: Stroller exports totaled $1.64 billion, with exports to Mexico skyrocketing 64.7%. Exports to Central Asia reached $66.534 million, up 46.9%.

国内市场趋势：2023年国内玩具零售总额906.9亿元（不含潮流玩具），同比增长2.7%。值得注意的是，线下渠道明显复苏，百货商场和购物中心呈现显著增长。

Domestic market trends: China's toy retail sales reached 90.69 billion yuan (excluding collectibles), up 2.7% YoY. Notably, offline channels showed clear recovery, with department stores and shopping malls demonstrating significant growth.

其他婴童用品表现：奶瓶零售额68.1亿元（+2.4%），儿童推车144.5亿元（-2.2%），安全座椅48.4亿元（-9.4%）。

Other juvenile products: Baby bottles sales reached 6.81 billion yuan (+2.4%), strollers 14.45 billion yuan (-2.2%), and car seats 4.84 billion yuan (-9.4%).

该白皮书为行业参与者提供了重要参考，特别是关注线下渠道复苏和出口市场变化的玩具企业。

The white paper provides valuable insights for industry players, especially toy companies monitoring offline channel recovery and export market shifts.