美国玩具市场趋势分析：三大逆势增长品类及谷歌竞价推广策略
最新市场数据显示，2023年美国玩具市场面临挑战，但仍有部分品类实现逆势增长，为跨境电商卖家提供了重要商机。
According to the latest market data, the US toy market faced challenges in 2023, but some categories still achieved counter-trend growth, providing important business opportunities for cross-border e-commerce sellers.
美国玩具市场整体表现
Overall Performance of US Toy Market
数据显示，去年美国玩具销售额为280亿美元，同比下降8%，这是自2020年疫情爆发以来的首次下跌。销量方面，2023年美国玩具销量为23.15亿件，同样下降8%。
Data shows that last year, US toy sales reached $28 billion, down 8% year-on-year, marking the first decline since the outbreak of the pandemic in 2020. In terms of volume, US toy sales in 2023 were 2.315 billion units, also down 8%.
值得关注的是，尽管2023年出现下滑，但过去四年美国玩具销售额整体保持正增长，在平均售价上涨的推动下，销售总额增长了57亿美元，年均增长率达6%。
Notably, despite the decline in 2023, US toy sales have maintained overall positive growth over the past four years. Driven by rising average selling prices, total sales increased by $5.7 billion, with an average annual growth rate of 6%.
逆势增长的三大品类
Three Counter-Trend Growth Categories
1. 绒玩具：销售额增加3100万美元，增幅1%，排名第二
1. Plush Toys: Sales increased by $31 million, up 1%, ranking second
2. 车载玩具：销售额同比增长600万美元，增幅0.3%
2. Car Toys: Sales increased by $6 million year-on-year, up 0.3%
3. 户外和运动玩具：虽然2023年销售额下降16%，但长期来看仍是重要增长点
3. Outdoor & Sports Toys: Although sales declined by 16% in 2023, they remain an important growth area in the long term
2023年美国最畅销玩具品牌TOP10
Top 10 Best-Selling Toy Brands in US 2023
宝可梦(Pokémon)、芭比(Barbie)、Squishmallows、星球大战(Star Wars)、漫威(Marvel)、风火轮(Hot Wheels)、乐高星球大战(LEGO Star Wars)、迪士尼公主(Disney Princess)和Melissa & Doug。
Pokémon, Barbie, Squishmallows, Star Wars, Marvel, Hot Wheels, LEGO Star Wars, Disney Princess and Melissa & Doug.
谷歌竞价推广策略建议
Google Ads Strategy Recommendations
1. 关键词优化：针对增长品类精准投放，如"best plush toys 2024"、"educational car toys for kids"等
1. Keyword Optimization: Target growing categories precisely, such as "best plush toys 2024", "educational car toys for kids", etc.
2. 竞品分析：研究TOP10品牌的广告文案和落地页设计
2. Competitor Analysis: Study the ad copy and landing page design of TOP10 brands
3. 季节性营销：结合节假日提前布局广告活动
3. Seasonal Marketing: Plan advertising campaigns in advance according to holidays
4. 再营销策略：对浏览过产品的用户进行精准再营销
4. Remarketing Strategy: Precise remarketing for users who have viewed products
通过精准把握市场趋势和优化广告投放策略，即使在整体市场放缓的情况下，卖家仍能在特定品类中找到增长机会。
By accurately grasping market trends and optimizing advertising strategies, sellers can still find growth opportunities in specific categories even when the overall market slows down.
