Market analysis of gift industry?

-A panorama of China gift industry in 2023:2023 (with market status, competition pattern, development trend, etc.). )

Major listed companies in the gift industry: Long Yuan Yatu (002878. SZ), Vosges (002083. SZ), Xiao Xiong Electric (002959. SZ), Yuanzu (603886. SH), hals (0026 15. SZ) and Jinjia (00265438). Deli shares (00257 1. SZ), German-Italian Wenchuang (300640. SZ), Jiuyang shares (002242. SZ), Supor (002032. SZ), Cobos (603486. SH) and Roborock (688 169. hush

The core data of this paper: the policy situation of China's gift industry, the supply and demand situation and price index of China's gift industry, and the regional competition of China's gift enterprises.

General situation of industry

1, definition

Gifts are things that people give to each other. In China, gifts are generally expected to be returned, not only referring to the return of gifts, but also including other aspects, such as entrusting others to help and facilitating the conclusion of a transaction. In essence, a gift is a purpose of all commodities, and any commodity can be used as a gift.

Gift industry is a collection of various commodity use market segments, not the existence of a single industry. Judging from the present forms of gifts in the market, Lianchuang Technology, Ziguchuan, Tsinghua Tongfang and Hyundai have all set up their own gift departments, taking gifts as an important marketing channel. The gift industry includes handicrafts, leather goods, clothing, clocks, toys, small household appliances, jewelry and other products, and the collection of these gifts eventually forms the gift industry.

China has all kinds of gifts. According to the information of gifts, there are many ways to classify gifts. From the perspective of classification, there are generally two commonly used methods: classification according to the material of gifts and classification according to meeting the needs of gift consumers:

2. Industrial chain analysis: Gift manufacturing and gift service are two kinds of companies in the gift industry.

The upper reaches of China gift industry chain are mainly various raw materials; The business scope of gift manufacturing enterprises in the middle reaches includes gift design, gift manufacturing and gift import, and the business scope of gift service enterprises includes gift wholesale, gift distribution and gift marketing. The downstream is mainly aimed at the gift sales of enterprises and consumers. Upstream raw material suppliers include Tianyang New Materials, Changhong Hi-Tech, Tianshan Aluminum, etc. The gift design companies in the middle reaches include Sunshine Printing, and different types of gift manufacturing companies include hals, Midea, Xiao Xiong, Yuanzu Gifts, Vosges and so on. Mid-stream gift distribution and marketing companies include Yuanlongyatu, Ruixiang Global Purchase, Yun Zhonghe and Jizhili.

Development course of the industry: the industry is in the stage of giving priority to spiritual gifts.

The development of China's gift industry mainly includes four stages: food and clothing gifts first, practical gifts first, healthy gifts first and spiritual gifts first.

Industrial policy background: Attach importance to cultural and creative development and scientific and technological innovation.

The development of China's gift industry has entered a mature stage. In recent years, the state has paid more and more attention to the development of cultural creativity and product technology innovation. Policies such as Guiding Opinions on Promoting the Deep Integration of Culture and Science and Technology, Guiding Opinions on Promoting the Innovation and Development of Digital Culture Industry, and Several Measures on Further Promoting the Development of Cultural Creative Products in Cultural Relics Units have been successively issued to promote the development of gifts with cultural creativity, brand connotation and scientific and technological innovation.

Current situation of industry development

1. Source: Wenchuang /IP gifts have exploded, and the growth rate of pastry gifts is bright.

There are many kinds of gifts in China, and there are many cross-industries. Select the output of representative household goods gift enterprises, small household appliances gift enterprises, food gift enterprises and cultural creativity /IP gift enterprises, and analyze the supply status of China gift industry.

202 1, the output of Vosges towel series of household products company was 64,957 tons, up19.05% year-on-year; The output of bedding series is 1 1629 tons, up 0.5 1% year-on-year. It can be seen that the growth rate of towel series is higher than that of bedding series. The output of small household appliances in Xiao Xiong Electric Appliance Company was 40.75 million units, down10.08% year-on-year; The cake output of food enterprise Yuanzu shares was 5.59 million, up 32.23% year-on-year, faster than that of Chinese and western cake gift boxes, but the output of fruits and other products dropped sharply. Longyuan Yatu, a cultural and creative /IP product enterprise, benefited from the Winter Olympics, and the output of precious metals and licensed commodities increased by 234.77% year-on-year to 2.24 million pieces.

2. Demand: The Winter Olympics will drive the demand for cultural and creative /IP gifts.

There are many kinds of gifts in China, and there are many cross-industries. In order to analyze the demand status of China's gift industry, the sales situation of representative household goods gift enterprises, small household appliances gift enterprises, food gift enterprises and cultural creativity /IP gift enterprises were selected prospectively.

202 1, the sales volume of towel series of household products company Vosges was 642 1 1 ton, up by17.84% year-on-year; The sales volume of bedding series is 12054 tons, down 3.88% year-on-year, which shows that towel series is more popular with consumers. The sales volume of small household appliances of Xiao Xiong Electric Appliance Company was 38.95 million units, down13.70% year-on-year; The cake sales volume of food company Yuanzu Co., Ltd. was 5.56 million, up 33.45% year-on-year, slightly higher than that of Chinese and western cake gift boxes, but the sales volume of fruits and other products dropped sharply. Longyuan Yatu, a cultural and creative /IP product enterprise, benefited from the Winter Olympics, and the sales of precious metals and licensed goods increased by 265.24% year-on-year, reaching 1.48 million pieces.

3. Production and sales rate: the supply of Wenchuang /IP gifts exceeds demand.

Judging from the production and sales rates of domestic representative household products and gift enterprises, small household appliances and food gift enterprises, and cultural and creative /IP gift enterprises, in 20021year, the production and sales rate of Vosges towel series of household products enterprises was 98.85%, down 1.0 1 percentage point year-on-year; The production and sales rate of bedding series is 103.65%, down by 4.73 percentage points year-on-year, indicating that the sales performance of the company's products is lower than last year, but it is still in a state of balance between supply and demand; The production and sales rate of small household appliances in Xiao Xiong Electric Co., Ltd. was 95.59%, down 4.0 1 percentage point year-on-year, indicating that the company's product sales were blocked and its inventory was overstocked; The food enterprise Yuanzu Co., Ltd. has the highest production and sales rate of Chinese and western pastry gift boxes, which is 10 1.43%, up by 4.24 percentage points year-on-year; The production and sales rate of precious metals and licensed commodities of Wenchuang /IP product enterprise Yuanlong Yatu is 66. 15%, which is the lowest among all gift companies in the industry and has a high product inventory.

4. Price: Toys and gifts have the highest increase in 2022.

20 19-202 1, the trend of commodity price index in yiwu is relatively stable; In 2022, the commodity price index of Yiwu fluctuated greatly in packaging, toys, nursing and beauty products and luggage, while the price trend of sports and entertainment products, handicrafts and daily necessities remained stable. By June 2022 165438+1October16, the price of toys had the highest increase compared with the end of 2002/kloc-0, reaching 5.02%. Compared with the end of 20021,the price of nursing and beauty products decreased the most, by 0.63%.

5. Sales mode: offline direct sales and distribution are parallel, and online B2C mode is dominant.

At present, there are various sales models in China gift industry. In the offline sales model, direct sales and distribution go hand in hand. Distribution refers to the franchise sales model. Franchising means that the company grants qualified franchisees the right to exclusively sell the brand products and other brand products that the company represents (authorizes) in a specific area according to the company's requirements. Online mode is mainly B2C mode.

6. Market size: 202 1 year, and the market size of the gift industry is close to 1.4 trillion yuan.

In recent years, with the improvement of people's living standards, the market scale of China gift industry has increased year by year. Many gift exhibitions are held in China every year, which effectively promotes the mutual communication between domestic related gift enterprises and enhances the development vitality of the gift industry. Coastal Jiangsu, Guangdong, Zhejiang, Fujian and other places are the largest gift production centers at present. For China gift manufacturers, it has become a top priority to establish brand awareness, strengthen independent innovation and continuously upgrade product grades. According to the preliminary forecast, the market size of China gift industry in 20021year is about 1.39 trillion yuan.

Note: As of June 22nd, 2022, the Gift Chamber of the All-China Federation of Industry and Commerce has not released the data of 202 1. The data of 202 1 in the above table is forward-looking and calculated according to the compound growth rate of 20 17-2020, and the official data will prevail at that time.

Industry competition pattern

1. Regional competition: China gift enterprises are mainly distributed in Guangdong and Zhejiang.

According to the enterprise query data, China's gift registration enterprises are mainly distributed in the Yangtze River Delta and the Pearl River Delta, among which Guangdong and Zhejiang are hot spots for gift registration. As of June 2022, Guangdong * * related gift enterprises 1 1 ranked first. Followed by Zhejiang, * * you10018; Shanghai ranked third with 5668 * *.

2. Enterprise competition: There are many participants and fierce competition.

The domestic gift industry is large in scale and has many product categories, showing the characteristics of many participants, small scale of a single participant and low industrial concentration. In recent years, with the change of the external environment, the marketing demand, marketing channels and marketing methods have changed rapidly, and the market structure competition is fierce.

Industry development prospect and trend forecast

1. Industry development trend: the sustainable development of three types of gift enterprises.

In the post-epidemic era, the professional service level of vertical gift service providers is higher, the service providers of large-scale comprehensive gift supply platforms are developing continuously, and large-scale specialized gift comprehensive resource service providers are constantly emerging.

2. Market size forecast: It is estimated that the gift market in China will exceed 2 trillion yuan in 2027.

The gradual change of gift channel share, the rise of e-commerce procurement advantages, the upgrading of gift consumer goods, the constant change of consumption habits of the new generation and the transformation and adjustment of channel suppliers all drive the gift industry to develop in a new direction. Demand-driven development, mutual penetration of industries, the future, the boundaries of the gift industry will continue to be broken, industry practitioners only face difficulties, look at trends, and constantly innovate, in order to embrace new students. It is estimated that the market size of China gift industry will exceed 2 trillion yuan in 2027, reaching 2.08 trillion yuan, with a compound growth rate of 6.96% from 2022 to 2027.

The above data refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Gift Industry by Forward-looking Industry Research Institute.