发布日期：2006年11月

摘要

Executive summary

Retail market recession hurts future growth

There was a pessimistic forecast for the sale of traditional toys and games, as the default loan crisis negatively impacted the retail market. The economic recession means that sales of traditional toys and games will slow starting from 2006.

Challenging situation, declining national birth rate

The birth rate is currently less than ten babies per 1,000 inhabitants, which means that there are only about 220,000 new babies born in each year. To overcome the issue of a shrinking customer base will be a great challenge for players in traditional toys and games.

In addition, the average age of children playing with traditional toys and games is getting younger as older children are more influenced by video games. As much as 90% of traditional toys and games sales are for children under eight years old. As a result, the declining birth rate and competition from video games forced market players to try to enlarge their customer base. To develop products for older age groups and adults became a key strategy. Collection oriented toys are a new product development trends. Exquisite classic toys can attract adults for collection purposes to satisfy their childhood memories, and will be niche products in the future.

Strong influence of Japanese animation

Animation, comic, game, and movie related products are the best sellers in the Taiwanese market. Japanese brand owners took advantage of this by commercialising animation characters into toy products and continue to dominate not only the traditional toys and games market but also video software.

Promising growth in video games

Video games hardware goes through a product life cycle every 5-6 years. Current products, Sony PS2 and Nintendo Game Cube are already in the last phase of their cycle. Following the launch of Microsoft’s Xbox 360, Sony PS3 and Nintendo Revolution will also be on the market in late 2006. Another sales peak can be expected after the product launches of these next generation consoles.

Research shows that new consoles not only influence people to replace old versions but also attract new customers. Market share of video games will grow by taking share from PC and online games. Therefore, local software companies modified their product development and focused on game console platforms.

Variety in game software, enlarge customer base

Developing a new customer base, especially amongst females and older people, will be the next step for video games manufacturers. Hardware design will not only focus on the advanced functions of consoles but also the product outlook. In addition, a new product trend amongst software companies is development of games for females and older people to expand the market share.

目录及图表

Table of contents

TOYS AND GAMES IN TAIWAN : MARKET INSIGHT

EXECUTIVE SUMMARY

Retail market recession hurts future growth

Challenging situation, declining national birth rate

Strong influence of Japanese animation

Promising growth in video games

Variety in game software, enlarge customer base

KEY TRENDS AND DEVELOPMENTS

Retail market slump to hamper growth of traditional toys and games

International Brands Dominate

Japanese animation enjoys high popularity

Promising growth in video games

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 - TAIWAN

GENIUS TOY TAIWAN CO LTD - TOYS AND GAMES - TAIWAN

STRATEGIC DIRECTION

KEY FACTS

Summary 1 Genius Toy Taiwan Co Ltd: Key Facts

Summary 2 Genius Toy Taiwan Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 3 Genius Toy Taiwan Co Ltd: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 4 Genius Toy: Competitive Position 2005

THUNDER TIGER CORP - TOYS AND GAMES - TAIWAN

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Thunder Tiger Corp: Key Facts

Summary 6 Thunder Tiger Corp: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Thunder Tiger Corp: Production Statistics 2004

COMPETITIVE POSITIONING

Summary 8 Thunder Tiger Corp: Competitive Position 2005

TRADITIONAL TOYS AND GAMES IN TAIWAN

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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 TAIWAN

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

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