Plush toys have to be the spiritual substitute for adults

In terms of sales volume, among the top 25 plush products in these brand stores, 10 of them sold more than 10,000, with the highest sales volume of 100,000+.In terms of sales volume, the unit price of these plush products ranges from 19.9 yuan to 499 yuan. Through the accumulation of sales volume, there are products with single product sales exceeding one million in almost every Chaowan store, and the highest single product sales may exceed five million.Specific to the product itself, the best-selling plush toy types and keywords are inseparable from "IP".One is the classic IP, which has a high reputation in the world.In this kind of IP, some images themselves have a "plush feeling", such as "Disney Strawberry Bear", "Sesame Street" and "Sanrio" in the above products; There are also some products that have a "sense of contrast" by "plush" the classic IP image, or "sprouting and sprouting", such as "Harry Potter" and "Crayon Shinchan" mentioned in the above table. Chaowan brand chooses these IPS for secondary design to enhance the interest of plush products, thus capturing the hearts of young people.What's the trend of IP plush toys? Where is the breakthrough?In the post-epidemic era, under the general trend of consumption degradation, plush toys are becoming more and more popular as non-life just-needed products. In the final analysis, it is to accompany the advanced economy."Children are a little naive, just right for adults." The breakthrough of plush play is no longer limited to launching low-priced products, but to make emotional products that cater to young people's psychology.First of all, we must meet the "personal" needs of young people's virtual socialization. The "personification" of plush toys is not a new culture, but the core of the younger generation's virtual social interaction, that is, human-made culture. The virtual human is placed on the anthropomorphic plush toy with IP story, which is a projection from virtual to real. This means that the anthropomorphic expression and simulation of IP plush toys, as well as the "reduction degree" based on IP settings, can better hit consumers.Secondly, we should meet the multi-level emotional needs of young people. It is also necessary to meet the needs of young people. The products of Chaowan track are rolled into the wind, and the richness of materials and the fineness of workmanship will largely determine consumers' willingness to buy; In addition, based on the natural knowledge of IP, consumers have high expectations for IP plush toys, and once their expectations are disappointed, they may cause greater resistance than traditional plush toys; On the contrary, products with high face value and good quality control can attract countless "tap water" and then realize fission marketing.Finally, we must meet the experience needs of young people. Simply relying on workmanship and selling points may not be able to open the wallet that young people are tightening. Therefore, brands can further strengthen the demand for IP plush toys for young people by creating a sense of atmosphere. Combining products with scenes that are closely related to young people's daily lives and emphasizing what kind of beautiful results can be brought by these scenes can often touch consumers more.It is also necessary to meet the needs of young people. The products of Chaowan track are rolled into the wind, and the richness of materials and the fineness of workmanship will largely determine consumers' willingness to buy; In addition, based on the natural knowledge of IP, consumers have high expectations for IP plush toys, and once their expectations are disappointed, they may cause greater resistance than traditional plush toys; On the contrary, products with high face value and good quality control can attract countless "tap water" and then realize fission marketing.Finally, we must meet the experience needs of young people. Simply relying on workmanship and selling points may not be able to open the wallet that young people are tightening. Therefore, brands can further strengthen the demand for IP plush toys for young people by creating a sense of atmosphere. Combining products with scenes that are closely related to young people's daily lives and emphasizing what kind of beautiful results can be brought by these scenes can often touch consumers more.Plush toys become spiritual friends who bring comfort, and the soft and lovely appearance of plush toys can stimulate consumers' desire for protection. This feeling of "being needed" satisfies their sense of existence, which makes it easier to produce consumption impulses. Therefore, emotional marketing can be better realized by exporting the value of brands and IP through perceptual content and generating emotional links with consumers.

In terms of sales volume, among the top 25 plush products in these brand stores, 10 of them sold more than 10,000, with the highest sales volume of 100,000+.In terms of sales volume, the unit price of these plush products ranges from 19.9 yuan to 499 yuan. Through the accumulation of sales volume, there are products with single product sales exceeding one million in almost every Chaowan store, and the highest single product sales may exceed five million.Specific to the product itself, the best-selling plush toy types and keywords are inseparable from "IP".One is the classic IP, which has a high reputation in the world.In this kind of IP, some images themselves have a "plush feeling", such as "Disney Strawberry Bear", "Sesame Street" and "Sanrio" in the above products; There are also some products that have a "sense of contrast" by "plush" the classic IP image, or "sprouting and sprouting", such as "Harry Potter" and "Crayon Shinchan" mentioned in the above table. Chaowan brand chooses these IPS for secondary design to enhance the interest of plush products, thus capturing the hearts of you