The candy and toy industry is a fast-growing market for children's food products in China in recent years. However, in the process of its development, the domestic market is relatively lagging behind, and the foreign market is relatively mature at present. From the end to the C end, there is a mature industrial chain. On the whole, the domestic developability is very strong, which has created many opportunities for the overall market. Of course, this opportunity is reserved for those who are prepared. This preparation is divided into two parts, the first category is manufacturers, and the second category It is a dealer.

The product form of candy toys is actually very simple, that is, the combination of small toys and candies, but such a combination is very stable in the early market development, because there is no such product in the market, or it is pure food and pure play, and the score is very fine. The birth of candy toys is equivalent to a category segmentation in the candy and toy market, opening up a new product category, this category line has also harvested a large number of consumers, we call it the 1.0 era of candy toys.

In the era of candy toy 1.0, there are not many competing products, the unit price of products is not high, and the types are few. Almost all of them are changed directly from toys or food containers. After a period of development, due to the single market product, the increase in competition, the serious homogenization of products, the major market share is also rapidly saturated, the market was once weak. Competition produces innovation and differentiation. Major manufacturers have found a breakthrough point from foreign cartoon food, and found that after combining the hot cartoon IP image with food, candy, toys, etc., the added value of the product has been increased. Just like a "star effect" product, the natural flow of the product has been enriched, the market share has further increased, and the sales of various single products have also exceeded the best performance in history, which has allowed many manufacturers to taste quick money, the sweetness of a crazy rally. The width of the channel, the diving speed also increased accordingly, and the reputation also increased accordingly. This is the current 2.0 era of the candy and toy industry.

In the candy toy 2.0 era, food and candy toys after cartoon IP joining can quickly occupy the market and quickly complete the business investment promotion of manufacturers. This is undoubtedly a market opportunity for manufacturers with ideas to invest more and more. However, the accompanying market problems are also more prominent. In this era of candy toy 2.0, because product development is insufficient, the singleness and plasticity of products have not been effectively solved. Consumers are just holding an image homogeneous product. Large-scale professional sugar playing enterprises have not opened up the industrial chain itself, and the bottleneck still exists. Dealers are increasingly demanding product development and change from manufacturers. From relying solely on authorized IP to complete the market share occupation, in the later operation, IP periodicity, new product changes, dealer inventory backlog, IP cold, brand weakening and other problems followed, which also created the possibility for the candy toy 2.0 era to transition again.

Candy toys are the subdivision of the food category in the industry, which also creates its product positioning limitations, and the unit price of the product cannot break through higher attributes. In this framework, the category structure is: children's food, candy toys, children's toys; Candy toys are actually in a very awkward pricing category, high positioning does not work, down positioning cost gate stuck here. This also leads to the richness of toy products, diversity, lack of quality and food selection difficulties. During this period, the form of product development is mostly based on borrowerism, quality control can not be effectively guaranteed, self-development, original products are very few, forming the clarity of cartoon food and non-cartoon food market. Professional domestic candy brands in the country did not grow branches and leaves.