发布日期：2006年10月

摘要

18% of all expenditure on children devoted to toys

One of the most important characteristics of the Russian toys and games market is that poorer families spend higher proportions of their income on toys for their children. This does not mean, however, that they spend the same amount as higher-income families, where the parents are able to buy higher-priced toys for their children.

Strong growth in disposable income to support toys and games sales

During the second quarter of 2004, the average income in Russia was about US$200 per month, but the average monthly income of employees in Moscow already exceeded US$300 in August 2004 and grew to US$400 and US$500 a month in 2005 respectively. The average expenditure per buyer approximately doubled during the last three years.

Traditional toys are losing ground

The structure of the toy market is now rapidly changing. Interactive toys are increasingly replacing traditional toys and games, such as dolls and prams (for girls) and model soldiers and toy cars (for boys). During the last couple of years, the traditional toys and games industry lost out to video and computer games.

Traditional toys and games produced by Russian manufacturers account for no more then 10% of this sector's total value sales. The future prospects of domestic producers will depend on their ability to position themselves in specific market niches. While the producers of plush toys may be unable to compete with foreign suppliers, the innovations being made by producers of toys and games that foster children's development should enable Russian companies not only to survive, but also to increase their sales.

Chinese manufacturers are taking the lead

Russian manufacturers supply approximately 10% of the toys and games market, while the largest national share in this market is held by China.

According to national statistics, there were approximately 1,185 importers and 235 exporters of toys and games operating in the Russian market in 2005. Two regions are regarded as the leaders of the export trade in this sector. The central federal region accounts for 64.0% of exports (with 637 companies), and the north-west federal region for 22.7% with (238 companies). Chinese and Western producers supply the overwhelming majority of toys sold on the Russian market. The share of toys and games supplied by Russian manufacturers is very small, while those supplied by Chinese and European manufacturers account for about 70% and 20% of the market respectively.

目录及图表

Table of contents

TOYS AND GAMES IN RUSSIA : MARKET INSIGHT

EXECUTIVE SUMMARY

18% of all expenditure on children devoted to toys

Strong growth in disposable income to support toys and games sales

Traditional toys are losing ground

Chinese manufacturers are taking the lead

KEY TRENDS AND DEVELOPMENTS

Local toy manufacturers fight back with new designs and product innovation

Russian toy market still lacks a network of specialist retailers

Russian children exert strong influence on toy purchases

Almost complete absence of seasonality in the Russian market provides more opportunities for producers

MARKET DATA

Table 1 Retail Sales of Toys and Games by Sector: Value 2001-2006

Table 2 Retail Sales of Toys and Games by Sector: % Value Growth 2001-2006

Table 3 Retail Sales of Toys and Games by Distribution Format: % Analysis 2001-2006

Table 4 Toys and Games Company Shares by Value 2002-2005

Table 5 Forecast Retail Sales of Toys and Games by Sector: Value 2006-2011

Table 6 Forecast Retail Sales of Toys and Games by Sector: % Value Growth 2006-2011

DEFINITIONS

Toys and games

LOCAL COMPANY PROFILES - RUSSIA

MIR DETSTVA - TOYS AND GAMES - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 1 Mir Detstva: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 2 Mir Detstva: Competitive Position 2005

NORDPLAST - TOYS AND GAMES - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Nordplast: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

NOVY DISK - TOYS AND GAMES - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Novy Disk: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Novy Disk: Competitive Position 2005

PLASTWOOD - TOYS AND GAMES - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 PlastWood: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 PlastWood: Competitive Position 2005

TOM' - SERVIS - TOYS AND GAMES - RUSSIA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Tom' – Servis: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Tom' – Servis: Competitive Position 2005

TRADITIONAL TOYS AND GAMES IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 7 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006

Table 8 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006

Table 9 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006

Table 10 Traditional Toys and Games Company Shares by Value 2002-2005

Table 11 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011

Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011

VIDEO GAMES IN RUSSIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 13 Retail Sales of Video Games by Subsector: Value 2001-2006

Table 14 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006

Table 15 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006

Table 16 Video Games Company Shares by Value 2002-2005

Table 17 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011

Table 18 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011