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During JD November 11, Jingdong Supermarket released the Toy Consumption Report for the post-80s and post-90s on the 4th of this month, which conducted a large-scale survey of toy consumers of the post-80s and post-90s on JD supermarket. The results showed that there were significant differences in shopping preferences between the two generations of consumers. In a nutshell, after 80 to toys as a reward, after 90 to buy toys will be more consideration for children's stress relief.
Disney, Peppa Pig, Ultraman, Marvel Heroes, and Super Fly have become the top five types of IP toys purchased by Chinese consumers. There is still a long way to go in the development of domestic IP toys. In the future, there will be a big increase in the consumption of five types of toys, including building block interlocking, painting /DIY, Rubik's cube unlocking/maze, remote control/electric robot, and STEAM teaching and playing.
The post-80s generation is the group with the greatest consumption power among toy users, accounting for 67%. The annual consumption amount is about 1,000 yuan, and the proportion of those who spend more than 3,000 yuan is also more than that of other age groups. Users born after 1990 account for 23%, and the main annual consumption range is between 300 and 1,000 yuan.
The post-80s and post-90s have different personalities and educational concepts, and they also have different concerns when buying toys.
The report shows that post-80s users trust brands, pay attention to education, pay attention to cost performance, and consider the cultivation of children's various abilities when buying toys. Prepare gifts or toys for children. The post-80s generation will choose toys as birthdays, holiday gifts, or rewards for children.
The post-90s users trust domestic products, are more willing to pay for "professional", tend to establish a friendship-style parent-child relationship, respect personality, and equal communication, will pay attention to children's mental health, post-90s users tend to take the initiative to give children new toys, easy to be attracted by new toys, take the initiative to plant grass and produce purchase demand.
For preschoolers, the post-80s generation expects toys to have educational significance and hopes that children can be trained and improved in intelligence, cognition, fine motor and concentration during play.
The post-80s generation, on the other hand, pays more attention to focus and exploration when buying toys for primary school children aged 7-12. They also pay more attention to parent-child communication and stress reduction.
Post-90s users pay more attention to the process of child care, the level of their own relief and relaxation, and the pursuit of a relaxed and happy parenting life.
When the '90s choose toys for children at the age of 1-3, they pay more attention to the development of children's logical thinking, pay more attention to two-way communication with children, including common memories and topic manufacturing, and also pay more attention to relieving children's feelings, relieving children's physical discomfort and psychological pressure.
When choosing toys for children aged 4-6, they attach more importance to the cooperation and interaction between children and peers, pay more attention to the development of children's interpersonal communication, and pay more attention to overall stress reduction and relaxation than other age groups.
To sum up, the post-90s tend to rely on toys to establish two-way parent-child communication with their children when buying toys, while the post-80s regard toys as material incentives to guide children to be positive and cultivate their interests.
It is worth mentioning that some parents of children aged 0-3 are used to looking for toys from the categories of mothers and infants, while with the gradually rich experience in buying toys, parents of children aged 7-12 pay more attention to new products and prefer to look for products from the first release of new products.
