Although the prospects of the upstream real estate market are unpredictable, the downstream home furnishing industry also has a not-so-small haven. Many industry insiders said that the macroeconomic impact of children ’s home furnishing products is actually not obvious, and the market has been relatively stable. It is precisely because of this that some traditional home furnishing companies have also smelled the business opportunities in the children's furniture market. They have successively tested children's furniture, and there are children's furniture sections in all major stores. They all unanimously aimed at this huge potential market.
The market fluctuates and the children's furniture market stabilizes
Why do home furnishing companies and stores attach so much importance to the children's home furnishing market? Because the children's market contains 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 1/4 of the country's population. As parents pay more and more attention to children's room decoration, the children's home furnishing market has great potential for development.
Chen Suiqing, marketing manager of Jockey Club said that at present, children are the absolute center of almost every Chinese family. With the continuous popularization and improvement of parenting education knowledge, Chinese families and even the society have the autonomy and independence to train only children from an early age. Sex is very important, children's room is undoubtedly one of the carriers. In addition, the traditional concept of "no child can be miserable" is deeply ingrained in the Chinese people's minds, so anyone with a little economic strength will not save a lot on children's expenses.
In the context of short-term macroeconomic regulation and control, the children's home furnishing market is a safe haven with little volatility. Many people in the industry believe that children's furniture is not affected by the real estate market. Even if the housing market is not good and the home decoration industry is affected, parents should buy furniture for children. In the course of the interview, we can see such parents from time to time. A set of furniture of 10,000 yuan in our bedroom is also expensive, but the children's bedroom is equipped with 20,000 or 30,000 yuan. Moreover, in recent years, the growth of children has attracted more and more attention from people. The concept of buying professional children's furniture for children has become popular. This also makes the market risk of children's furniture relatively low.
Voices from the market also confirmed this. Peng Peng, director of Doi Ai Marketing, said that although the domestic home furnishing market has not been very prosperous recently, the changes in the children's furniture market have not changed much. All are well. The company also launched a new pine cone brand this year to cater to market growth.
Updates have driven market demand faster
In addition, the age group of children's furniture needs is very large. Children aged 0-18 can use children's furniture. The purchasing power comes from consumer groups aged 30-45 who have certain economic strength. Therefore, on the one hand, children's furniture has great consumer demand, 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 durable consumer goods, basically no problem for more than ten years, but children's furniture is different. Chen Suiqing said that children grow up fast, and the furniture they need during infancy, childhood, and adolescence are different. In a few years, they may need to be replaced. The replacement frequency will naturally bring a larger market opportunity.
The huge market potential also makes the home store pay attention to this segment of children's furniture. At present, all major mainstream stores such as Jisheng Weibang, Jinhaima Home Furnishing, Gaode Mercure Center, Red Star Macalline, Jockey Club Home Furnishing, and Vegas Plaza have special zones for selling children's furniture. Take Jisheng Weibang as an example. At present, domestic and foreign mainstream children's furniture brands have entered Guangzhou Jisheng Weibang. There are about 15 brands in Pazhou Jisheng Weibang, such as Zhibai Hut, Dream Years, Xingsuo, Walker, Jiayiyibao, Princess Prince, Shinkansen, Kaloya, Songpu Kingdom, Fraser, Zhiheli, etc. With an operating area of ​​4,000 square meters, it accounts for a large part of the furniture operating area of ​​Pazhou Jisheng Weibang.
Selling children's products has to pass both parents and children
Although the children's home furnishing market has great potential, it is not easy to operate in it.
Zhu Changling said that children's furniture is smaller than ordinary furniture, but the production process has not been reduced, and it has higher requirements in terms of production technology, safety and environmental protection. At the same time, the scale of children's furniture production must fully take into account the physical and psychological needs of children. 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, which also puts forward higher requirements for the strength of enterprises. Therefore, some miscellaneous adult furniture brands want to enter the children's market is often not easy to pass.
More importantly, to sell children's furniture, it is necessary to please parents and children. Chen Suiqing said that at present, when most people buy children's furniture, parents first understand which brand of children's furniture is more professional and more in line with their own economic level. After selecting the brand and understanding the general discount rate, they will bring Their children go to the store and let them choose. According to Chen Suiqing and Luo Shaoshun, the manager of the Guangzhou marketing department of Holocaust Wardrobes, children ’s furniture is now sold by children, and almost half of them are “talkingâ€.
As far as the product itself is concerned, to sell children's furniture, first of all, the standards of releases and safety standards must be higher and stricter than those of adult furniture. Parents must be convinced and assured to buy; secondly, Color and shape meet children's tastes, more importantly, they are more scientific in function and design, so that they can be favored by the market.
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