Home building
In the past Children's Day, in addition to causing a wave of “playing a baby†on the Internet, the children's products market has also ushered in new marketing growth points. It coincides with the implementation of the “Comprehensive Two-Child†policy for half a year, and the sales of children's furniture seized the strength of this special time node, and the whole market showed a “white-hot†state.
"Comprehensive two children" caused children's furniture heat
The “Comprehensive Two-Child†policy was officially implemented on January 1, 2016. It is understood that at present, there are more than 300 million children under the age of 16 in China, accounting for about a quarter of the national population. After the "two-child" policy is fully liberalized, the number of newborns who can contribute each year is between 5 million and 6 million. Some experts also estimate that 3 million to 8 million people will be added each year. In 2017, there will be a baby boom. According to industry insiders, children's furniture is expected to maintain a high growth rate of more than 10% in the next few years. These customers are the precise positioning of the children's furniture industry, and there is huge room for future market development.
Children's rooms and children's products suitable for many children have become the focus of attention. It is understood that families with "two-child" plan, in addition to having sufficient economic base to change large houses, most still hope to complete the expectation of accommodating new babies through the transformation of children's rooms, so the combined children's furniture market will have Less potential can be dug. Children's rooms have also become the focus of current decoration. From the design point of view, with the simple, fashionable and other elements become a popular trend, in the design process, manufacturing, for the children's room manufacturers, also provides a direction.
Children's Day becomes a sales "explosion point"
The reporter saw in a number of home hypermarkets that many merchants have advertised the theme of children's day promotion, and many advertisements have focused on the health and environmental protection of children's furniture. "Pure solid wood", "formaldehyde-free" and "imported environmentally friendly pine wood" "The words are full of stores." On the Internet, advice and advertisements such as "Children's furniture is the best gift for children in June 21" are also everywhere. Can the "1 June" Festival set off a new wave of children's furniture consumption?
“The store launched a series of parent-child activities for Children’s Day. There are indeed many parents who bring their children to choose furniture.†A salesperson at a home hypermarket told reporters that before the Children’s Day, manufacturers prepared a wealth of goods, mainly Children's suite furniture and children's high and low beds, because according to their previous years' experience, compared to single-layer beds, the bed is obviously more popular with children. In addition, they also launched some new products this year, such as the desk that can be lifted and lowered, the size of the children's bed, etc., but also received a good market effect.
Many parents took "Da Bao" and bought "children's furniture" with "two treasures". When the "universal two-child" policy was first implemented, there was a plan to chase after the child. At that time, no other problems were considered. Now it is time to prepare a room for the second baby," Ms. Zhang said. The children's room is small, only a little more than 10 square meters, and there is no plan to buy a house for a while, so I want to change some new furniture, can accommodate the life needs of the next two babies. "Children's Day to see furniture, also before I saw the information on the promotion of the store to find out the strength of the offer. If the style and price are suitable, you can book it," she said. The original children's room furniture in the house has also been used for 5 years. "Children are more naughty. The destructive power is very strong, and some furniture itself can no longer be used, just for a new one. â€
The reporter visited the home store and learned that the most popular children's furniture on the market is still a simple bunk bed with a narrow upper and a lower width, followed by a push-pull type crib, a T-shaped and an L-shaped multi-functional combination double layer. Beds, consumers are increasingly demanding versatility such as "playing" and "utilizing" outside of "sleeping."
Health and safety are the most concerned
On the eve of the "1 June" festival, an online survey on the consumption of children's furniture was released, which attracted the attention of the industry. The online voting activity received a total of 1431 valid questionnaires. The results showed that “environmental healthâ€, “safety†and “materials†are the three items that parents are most concerned about in this survey. All three points to the same problem. It is the health and safety issue that parents are most concerned about. Parents want to ensure that children can grow up in a safe and healthy environment. As long as the first element of security is guaranteed, style appearance, design, functionality, etc. can be sacrificed. Parents who care about the price are only 8.3%.
Solid wood furniture is known for its environmentally friendly and durable performance, so parents who choose solid wood account for 71.9%. Furniture is a durable consumer product with low frequency and high price and very practical experience. The home store has always been the most important place for furniture consumption. Although the 60.1% choice of home stores is still the most important purchase channel, this data means that the status of the store is no longer in full swing, and the number of parents interested in online shopping has reached one-fourth. It can be seen that the network has become a purchase channel that cannot be underestimated.
The home store itself is the most intuitive place to get furniture information directly, and the ratio of 30.3% is within the normal range. But both web search and portal furniture channels account for half of the source of furniture information. Brand awareness became the number one topic on “Which information will affect your choice of children's furnitureâ€. Brands may mean higher quality, followed by higher prices, and parents are already willing to pay for higher quality.
In this survey, the parents who “do not know a brand†accounted for only 5.2%, while the Songbao Kingdom, many favorite, colorful life, I love my family, Ximengbao, Jingcai sixth season and other first-line children's furniture brands. The cognitive ratio is still relatively high, generally more than 10%.
The child's preference becomes the second element that affects the choice of the parents. It means that the choice of furniture for the children is no longer the parent's one-handed arrangement, they will also listen to the children's opinions. The proportion of online evaluation is only weaker than that of children, and it is another major factor affecting parents' choice.
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