Different from offline stores, e-commerce platforms present the advantages of specialization and rich variety, such as traditional e-commerce platforms represented by Taobao, Tmall, JD.com, and Pinduoduo. These platforms rely on price advantages and convenient express delivery, Enough to make consumers shop around when buying toys.


At the same time, emerging online platforms such as Douyin, Kuaishou, and Xiaohongshu are also accelerating commercial transformation, adding product sales functions, and attracting many toy merchants to settle in. For example, on the Douyin platform, the online toy evaluation experiment video has attracted a large amount of user traffic, and has become a new channel for the sales of toy brands such as Lego, Enlightenment Building Blocks, Brooke, Aobei, Babycare, and Audi Double Diamond. According to the data of Cicada Mama, from January to June 2022, the sales of toy musical instruments on the Douyin platform increased by 323% year-on-year, showing a trend of rapid growth. Huohuotu, which has been deeply involved in the industry for many years, has been exploring new growth in the past two years with the help of emerging channels and Douyin, cooperation between Kuaishou and Daren, and store self-broadcasting.


However, the development advantages of each platform are different. Kuaishou is more sinking, Douyin is more inclusive and richer in display content, video accounts are more private, and Xiaohongshu has a stronger grass-planting economy. For the emerging community group buying, more toy merchants regard it as a supplementary channel for toy sales.