Annual sales exceed 6 billion yuan, and this type of product continues to be popular in Russia

Affected by the epidemic, many markets have been hit hard, but the demand for children's products in Russia remained stable last year. WB data shows that the sales of children's products increased by 70% last year, reaching 71 billion rubles. Among them, the most popular children's diapers , Russian consumers bought more than 4.4 million packs in the whole year last year.

In addition to diapers, clothes, shoes and accessories are also the most frequently purchased products by parents. The sales of these products increased by 38% to 40.4 billion rubles. The fastest growing sales were in baby food, which increased by 517%. Among them, children's cereal sold the best, with more than 1.6 million pieces sold. At the same time, newborn products and children's toys also increased by 174% and 123% respectively.

According to WB data, Russian children's products account for 50%-60% of the children's products category on the platform. In the past year, consumers purchased about 8.6 million Russian children's products on WB, including clothing, feeding supplies and newborn hygiene products. Baby food also had the fastest sales growth, with an increase of more than 11 times.

Although domestic products dominate, light industrial products such as toys still rely on imports. Data shows that 70% of the Russian children's toy market relies on imports. According to the Russian Association of Children's Products Industry Enterprises in 2019, the size of the Russian children's products market is about 69.4 billion yuan, with toys accounting for 23%. Among them, 71% of the toys are foreign products, and more than half of the imported toys are made in China.

WB also said that comics liked by "older children" are becoming more and more popular. Data shows that the sales of comics on the WB platform in 2020 increased by 4.3 times year-on-year , exceeding the average growth rate of book sales (3 times year-on-year). Under the influence of the epidemic, cinemas were forced to close, many movies were unable to be released online, and the number of premieres hit a new low in recent years. Therefore, a large number of superhero fans turned their attention to comics and art books.

Russia

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