In February and March, due to the impact of the COVID-19, sales of key categories of toys and baby products fell 78.3% year-on-year on Tmall, China’s e-commerce giant affiliated to Alibaba Group. However, several categories of sales have risen against the trend, achieving a substantial year-on-year increase. Among them, sales of building block toys increased by 51.3% year-on-year, sales of dolls increased by 22.3% year-on-year, and sales of baby bottle increased by 12.8% year-on-year.
While staying at home, building blocks and dolls are most popular among children in China.
Because of its educational characteristics and benefit in intellectual development, construction toys and building blocks are favored by more consumers and sales increased significantly year-on-year. Among them, Lego's sales ranked first accounting for 24.8% of the total. Domestic brand Wangao's "multifunctional building block table" sales ranked first on the list of single products and sales of this single product accounted for 5.1% of the overall sales of building block toys.
Dolls are one of girls' favorites, and sales in this period also increased significantly year-on-year. In this category, sales of Ye Luoli ranked first, accounting for 17.7% of the total sales of dolls. Among the Ye Luoli series of products, the sales of "Lori Fairy 60cm Toy Set" ranked first on the list of single products and this single product sales accounted for 4.6% of the overall sales of dolls.
Sales of Baby products Declined Overall Except for Baby Bottle
As a must-have product for babies, sales of baby bottles have increased by more than 10% year-on-year. Among them, the sales of Pigeon products ranked first in nursery bottles, accounting for 29.1% of the overall sales of baby bottles. Sales of wide-mouth bottle for newborn by Singaporean brand Hegen ranked first among single product sales and accounted for 4.8 % of the total sales.