Since it has become a municipality directly under the central government, Chongqing has maintained rapid development in economic meaning. Overall consumption might be considered good in urban area. However, market in country is undeveloped. Progressing 3C include Chongqing market into its standardizing catalogue. But the city is in lack of bellwether and mature scale and size. Furthermore, sales method comes in a single way and no effective interactive platform could provide support for kids’ business.

     In view of sales channel, department stores with outside investment give more importance to toys, which come with large shopping area. It is greatly different with those invested by local group. But concerning popularity, on the contrary, local department stores share wider reputation than outcoming ones. As the development of supermarkets, it is estimated that, toys sales would maintain a year-on-year growth of 20% to 30%.

     At present, DIY toys in the city get prevailing. It is proved by drawing toys from Daseng and peg-tops, 4WD cars and yoyos from Auldey, which gain sustained increase in sales

     There are two greatest changes in Chongqing currently. Firstly, the increasing number of supermarkets have included toys into their business, and extended related selling area. Secondly, department stores trend to consider toys or kids’ commodities as the last profit resource for general merchandise.

Major sales channel for toys in Chongqing

Wal-Mart (Jiulongpo store)

Parkson

Maoye Department Store

New Century Store

CBest

Carrefour

Zhongbai Warehouse Supermarket

Trust-Mart (Shapingba store) █