Toy market in Hehuachi Hongzheng Plaza has not extended its brisk sales in September to the following month. Instead, it goes in hover—somewhat surprisingly. Though October sees some increase on shipment and business sales, it decelerates obviously. Except the last few days in holiday of National Day, we hardly find scene of busy crowd.

In fact, in the earlier days during the holidays, sales terminal has not completely handled the goods come from wholesalers and big sellers are getting ready for Christmas stocks. On the other hand, people trend to go out for travel during the vacation and students buy fewer toys since it comes to the mid term. But what is most important, is a lack of striking items in market. It can be translated into a current phenomenon when market, sales, design and production have not integrated into a whole and no favorable interactive effect has been developed. Brand series with remarkable theme that get public recognition have not been formed. It is exactly the key for profound marketing strategy in a cultural way.

Certainly, we see some standing out, such as yoyo, jigsaw puzzle and foam sticker. Goods in mid or lower grade trend to run well. As the development 3C, uncertainty appears in plush and stuffed toys. Makers and sellers are expecting a practicable detailed rule that accords with China’s reality。