Sharing toys Chengdu pilot operation, how to treat the capital market?

"The next floor, you can play more than 20 kinds of toys!" Recently, in the sunshine area of ​​the west line of Jinniu District, Chengdu, several primary school students wanted to find out in front of the orange long cabinet more than 1 meter long.

Originally, the cabinet "hidden" more than 20 kinds of international brand toys, and the code can be borrowed to borrow toys - it is a toy smart cabinet developed by Sichuan Dayu Times Network Technology Co., Ltd., also known as "Box World". In the second half of this year, it will be completed in 100 communities in Chengdu.
Sharing toys is awkward, can you make money? What do you think of capital? The reporter conducted an interview on this.
How to share? Renting and subletting together, more than ten yuan borrowed over 1,000 yuan toys
In the past few days, Li Li of Chengdu High-tech Zone received several well-known brand toys at home. Unlike last year's Spring Festival, children's toys are not bought, but rented. When Li Li’s 5 boxes of toys quickly occupied the bedroom, dealing with idle toys became a problem. At this time, a friend recommended to her the 61TOY APP, a toy sharing platform owned by Chengdu Hehuahui Network Technology Co., Ltd., which has more than 1,000 kinds of toys. The rental price ranges from 1.3 yuan/day to 30.7 yuan/day.
One of the ways to play is to rent. Li Li selected a child's age, toy brand information, and paid more than 10 yuan for rent and shipping, and soon borrowed a thousand dollars of American Fisher toy.
Recycling is the second game of play. When Li Li adds photos, toy names, expectations and other information, he can sublease his own idle toys.
Including 61TOY, the rental function of most shared toy platforms is more active than recycling. The recycling function of Toys Confucius, which is owned by Chengdu Dameng Eye Technology Co., Ltd., is particularly active in WeChat Mall. Nearly 50% of thousands of toys come from sublet. Wang Haiping of Chengdu Chenghua District is the iron powder of the platform. She subletted a 300-yuan trolley on the platform. The sub-leasing income in one year has exceeded 100 yuan.
If 61TOY and toy harmony are set to set the main battlefield online, the "Box World" is initially aimed at the community-based offline market. Li Yifeng, one of the founders of "Box World", believes that sharing toys into the community can shorten the psychological distance between users and businesses.


The first shared toy cabinet in a shopping mall in Shanghai
Where is the Nuggets? Seize the entrance, aiming at the toy retail and maternal and child markets
According to data from the Prospective Industry Research Institute, the market size of China's toy industry exceeded 300 billion yuan in 2023. Can a shared toy get a share?
According to Wang Lei, director of the Industrial Economics Research Office of the Institute of Industrial Economics of the Provincial Academy of Social Sciences, toy sharing is a project of heavy assets and heavy operations. “The cost is too high, and it is difficult to make a profit by rent alone.”
Where is the high cost? Do you earn money? Look at the cost first. For example, Huang Qinqin, founder of 61TOY, has an initial investment of several million and a marketing and distribution fee of over 40%. More than 45% of the cost of the "box world" is spent on toy smart cabinets, and the loss of toys is not small. For example, Li Yufeng, the current toy depreciation rate is about 30%, which means that a toy of 1,000 yuan is worth only a few hundred yuan in the second year.
Look at profitability again. Zhao Qianlin, the founder of Toys Harmony, said that most of the shared platforms are in the stage of burning money, with only a handful of breakevens. Huang Qinqin and Li Yufeng also acknowledged that the profitability of single toy rental is not impressive, but the high-traffic entrance through toy rental can develop additional business lines such as the toy retail market. Taking toy retail as an example, the toy smart cabinet of “Box World” has been upgraded, open sublet and sales functions. Li Yufeng revealed that he has already negotiated an agreement with 1,000 communities across the country next year. On the other hand, 61TOY also stepped up its pace and placed the explosions in the offline wholesale market regularly in the APP. Currently, the toy sales of the platform have broken 200,000 yuan.
Looking at the capital? Optimism is considered a big market, pessimism is regarded as a pseudo demand
In recent years, entrepreneurs have borrowed the wind of sharing the economy and intend to blow up the children's toy market. At present, from the perspective of the national market, a large number of shared platforms such as Play Superman and Toy Superman have been circling in the north and have won millions of financings; 61TOY, toy harmony and "Box World" as a rising star, they have been killed from Chengdu.
Capital does not look good at sharing toys? The optimist believes that the prospect of sharing toys is immeasurable. According to industry insiders, due to the two-child policy and consumption upgrade factors, the toy market will reach 100 billion in the next five years. Wang Yi, secretary-general of the Provincial High-Tech Industrialization Association, said that sharing toys can reduce household spending on toys. In addition, after the 80s and 90s, parents have increased their acceptance of toy sharing. Falcon Venture Partners Li Yuanfeng is also optimistic, but at the same time reminds that toy leasing or sales are immediate consumption behaviors. Through online orders, consumer impulses are easy to wait for delivery. “It is recommended to build a smart vending machine for toy rental or sale that can be automatically summarized and automatically disinfected when the toy is returned.”
In the eyes of pessimists, sharing toys is a pseudo-demand. Li Qiangqiang, vice president of Hongtaizhi Manufacturing Workshop, bluntly said that the sharing economy has become the entrance and means for many people to start a business. “The soil for sharing the economy must be rooted in just the need for renting a house.” Renting the Eight Rings COO Yan Zhengsheng supports Li Qiangqiang’s point of view. He told reporters that the biggest problem with sharing toys is that the cost of obtaining customers is too high, and the toys are more privatized, and the life cycle is shorter, so the operating space is limited.

Short comment: Toy sharing is worth promoting
Yes, sharing toys is a heavy asset project, and it is difficult to make a profit in the short term. But there is one more characteristic of shared toys, that is, saving and environmental protection, just like sharing bicycles, it should be sought after by the market.
Anyone who has experience in raising children knows that children grow up very fast. After a toy has been played for a long time, the child will be bored and parents will often add new toys. Many toys that have accumulated over the years have occupied the family space and have not been fully utilized, resulting in great waste. The main material of the toy is metal and plastic. If discarded, it is not easy to recycle and degrade.
Make the best use and reduce waste. To be a shared toy is an interesting idea for us to create a conservation-oriented society that deserves to be promoted and encouraged. To open up a bigger market and cultivate more consumer groups, market doubts must be dispelled. The pain point of sharing toys, in my opinion, lies in the disinfection and renovation of toys. Strive to make the toy safe and functional, there is no essential difference between sharing toys and new toys. Only the safety concerns and functional concerns of shared toys can be dispelled. Even a well-off home is willing to spend green energy and contribute to environmental protection, not to mention allowing children to play more toys with less money.

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