Although the prospect of the upstream real estate market is unpredictable, and the downstream home furnishing industry has a small safe haven – many industry insiders said that the impact of the macroeconomics on children’s home products is not obvious, and the market has been relatively stable and positive. Because of this, some traditional home furnishing companies have also sniffed the business opportunities in the children's furniture market, and have successively tested children's furniture. All major stores have children's furniture zones, and they all unanimously aimed at this huge potential market.
Market volatility, children's furniture market stabilizes
Why do home businesses and stores pay so much attention to the children's home market? Because the children's market has huge business opportunities. According to Zhu Changling, vice chairman of the China Furniture Association, there are more than 300 million children under the age of 16 in China, accounting for about a quarter of the national population. With the gradual emphasis on the decoration of children's rooms, the children's home market has great potential for development.
At present, children are almost the absolute center of every Chinese family. With the continuous popularization and promotion of parenting education knowledge, Chinese families and even society attach great importance to the autonomy and independence of cultivating only children. The children's room is undoubtedly among them. a carrier. In addition, the traditional concept of "can't bitter children can't suffer children" is deeply rooted in the minds of Chinese people. Therefore, people with a little bit of economic strength will not save much in their children's expenses.
In the context of short-term macroeconomic regulation, the children's home market is a safe haven with less fluctuations. Many people in the industry believe that children's furniture is not affected by the real estate market. Even if the property market is not good, the home decoration industry is affected, but parents should buy furniture for children. In the course of the interview, we can see such parents from time to time, the furniture in the bedroom is 10,000 yuan is also expensive, but the equipment for the children's bedroom is 20,000 or 30,000 yuan. Moreover, in recent years, children's growth has been more and more concerned by people, the purchase of professional children's furniture for children, this concept has been deeply rooted in the hearts of the people. This also makes the market risk of children's furniture relatively low.
The sound from the market also confirmed this. Peng Peng, a market favorite director, said that although the domestic home furnishing market has not been very prosperous recently, the changes in the children's furniture market are not large. Among them, the development of Hengda Furniture's many favorite, I love my family and the white house. All are very good, the company also launched a new pinecone brand this year to cater to the market growth.
Updates drive the market faster
In addition, the children's furniture demand group is very old, and children aged 0-18 can use children's furniture. The purchasing power comes from the 30-45-year-old consumer group with certain economic strength. Therefore, children's furniture has great consumer demand on the one hand. On the other hand, its consumer group is strong, and of course it has become a tempting cake for home furnishing companies.
Moreover, ordinary furniture is a durable consumer product. It is basically no problem for more than ten years, but children's furniture is different. Chen Suiqing said that children grow up very quickly, and the furniture needed in infancy, childhood, and adolescence is different. In just a few years, it may need to be replaced. The frequency of replacement will naturally bring a bigger market. opportunity.
The huge market potential also makes the home store focus on the segment of children's furniture. At present, Jisheng Weibang, Jinhaima Home, Gaode Mercure Center, Hongxing Meikailong, Mahui Home, Weijiasi Square and other major supermarkets have special areas for selling children's furniture. Taking Jisheng Weibang as an example, the current mainstream children's furniture brands at home and abroad have already entered Guangzhou Jisheng Weibang. Only Weizhou Jisheng Weibang has about 15 brands, such as White House, Dream Year, Stars, Walker, Jiayibao, Prince Princess, Shinkansen, Kalanwu, Songbao Kingdom, Fulaisha, Zhiheli, etc. With a business area of ​​4,000 square meters, it accounts for a large part of the furniture business area of ​​Weizhou Jisheng Weibang.
Selling children's products requires two levels of parent and child
Although the children's home market has great potential, it is not easy to operate in it.
Zhu Changling said that compared with ordinary furniture, children's furniture is small in size, but the production process has not been reduced, and there are higher requirements in production technology, safety and environmental protection. At the same time, the scale of children's furniture production must fully consider the physiological and psychological needs of children. The products with less sharp corners, concave design, and best to grow with children are the most popular. It can be seen that children's furniture requires enterprises to invest more research and development costs, and puts higher demands on the strength of enterprises. Therefore, some of the miscellaneous adult furniture brands want to enter the children's market is often not easy to pass.
More importantly, to sell children's furniture, you need to please parents, but also to please children. Chen Suiqing said that at present, most people buy children's furniture, parents are first to know which brand of children's furniture is more professional, more in line with their own economic level, choose the brand, understand the general preferential margin, they will bring themselves The children go to the store to let them choose. According to Chen Suiqing and Luo Laijun, the marketing manager of the Guangzhou Lai Kee wardrobe, the sales of children's furniture are now almost half of the children's “spoken thingsâ€.
As far as the product itself is concerned, in order to sell children's furniture, it is necessary to have higher and stricter requirements for adult furniture and safety standards, so that parents should be convinced and assured to buy; secondly, in color And the shape is in line with the children's taste, more importantly, it is more scientific in function and design, so that it can be favored by the market.
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