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Maybe it can recreate the glory of the market. Can the Barbie in the middle-aged crisis use the Chinese market to solve the problem?

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Author : Internet
Update time : 2020-03-30 12:29:56
Since Barbie fashion doll was first exposed in 1959, after more than 50 years of history, it has become the most well-known and best-selling toy in the global market in the 20th century. It has been widely praised in the toy industry and has evolved into a global culture. Imprint.Barbie
Barbie's current achievements are mainly due to its founder Ruth Handler. At the same time, Barbie also brought huge wealth to the Mattel company founded by its founder. But now Barbie is over 50 years old. In the face of such a fiercely competitive toy era, Barbie is obviously unable to keep up with the pace, and was severely thrown off by the times, encountering an unprecedented middle-aged crisis.
Barbie is the best-selling toy in the global toy market, with total sales exceeding 1 billion since its birth. However, since 2012, Barbie's sales have been on a downward trend, falling by 3% in 2012, 6% in 2013, and even by 16% in 2014. In the third quarter of 2015, it also fell by 14%. From these data, we can see that Barbie is no longer in the sights and is in a dark predicament.

The crisis of Barbie is obviously not formed one day or two, but with the economic development and the progress of the times, the toy market is increasingly fierce, emerging toys one by one, coupled with the emergence of mobile phone and tablet video games, step by step The consumer's appeal has shifted away from Barbie, causing Barbie to fall into crisis.
Faced with Barbie's slump in recent years and the problem that contemporary girls are more focused on video games, Mattel also expressed helplessness. At this time Mattel gradually began to realize that if Barbie wants to turn things around, the only thing that can be done is to keep pace with the times and become intelligent, to meet the preferences and needs of modern girls, to produce intelligent Barbie.
It also said that the unlimited potential of the Chinese market is sufficient to save the downward trend of Barbie. According to the toy report provided by the Foresight Industry Research Institute, according to the results of the sixth national census, there were 222 million children under the age of 14 in the Chinese mainland, and the second child policy was released in 2015, which will bring new A group of newborn children is expected to add 8 million newborn babies in China within the next five years. From this we can see that the potential of the Chinese toy market is huge. Therefore, Mattel began to understand Chinese culture in depth, taking the needs of Chinese girls as the development direction of the Chinese market, and pinned its hopes and responsibilities on the Chinese market. The Chinese market is expected to help Barbie out of the crisis.
In the future, Barbie will strengthen the research on intelligence under the trend of intelligence, and as it moves deeper into more diversified markets, it will pay more attention to cater to the consumer demand of modern girls and produce marketable smart Barbie. Only in this way will Barbie be expected to return to the world's toy dominance.