The Nuggets "Children's Economy" Local brands hard-to-get "Foreign goods"

The "children's economy" continues to heat up, and the children's market has become a major battleground for all merchants. Children's clothing, supplies and toys are rising, and a child's clothing is even more expensive than adult clothing.

According to the survey data, 45.5% of the surveyed households spent more than 1,000 yuan during the children's day, and children's mobile phones, Apple tablet computers and other toys worth more than 1,000 yuan are hot products. Obviously, in this Nuggets battle, local brands struggle against foreign goods.

"Children's economy" has unlimited potential

In recent years, as the national income of our country has grown, the expenditure on family education has grown rapidly, and the “children’s economy” has grown rapidly. According to statistics from the National Statistics Department in 2009, China’s baby industry has generated more than 900 billion yuan of output value. The China Baby Industry Research Center pointed out that in recent years, the baby and baby market has maintained a growth rate of about 15%. In 2011, the total market size of baby babies aged 0-12 years in China was approximately 1.15 trillion yuan. The baby and baby market in 2015 It will reach a scale of 2 trillion yuan.

China is currently in the fourth wave of baby boom, with 16.08 million newborns in 2008. This wave of baby boomers has driven domestic consumption into an accelerated period. Since 2000, the growth rate of the baby industry has reached 30%, far higher than the 9% GDP growth rate over the same period. The “4+2+1” family structure has also become the mainstream of the society. The children’s status in the family and society is constantly improving. The children’s consumption far exceeds the growth rate and growth potential of the adult consumer market.

Yu Guangjun, a researcher at the Inner Mongolia Academy of Social Sciences, said: With the improvement of people’s living standards and the life style of one-child children, the family’s attitude towards children’s product consumption and children’s service consumption often takes a “positive purchase” attitude, plus the current The marketing of children's products is better than before. The prosperity of the market is also the incentive to promote children's consumption. Households are increasingly diversifying their projects for emotional investment, and it is particularly striking that the cost of babies is increasing.

Chinese market "foreign goods" in power

"To buy a toy must be a 'Transformers', the game must be IPAD2." Mr. Zhao, who lives in Dingfuzhuang, Chaoyang District, and his wife are spending money for the past two months. Mr. Zhao said that it is appropriate to buy gifts for children, but more and more expensive toys and electronic products make him a bit too much. "The price of children's products is indeed too high."

According to online surveys, Chinese consumers purchase more luxury goods for their children than any other country in the world. For example, "61" Children's Day children's most wanted gifts, including Apple iPad's electronic products, including the most popular.

A luxury goods survey company Albatross Business Consulting Co., Ltd. and Gu Teng Consultancy Co., Ltd. jointly issued a survey of children's luxury goods, said that currently, 60% of Chinese consumers claim to spend more than 3,000 yuan a month to buy children's luxury goods.

“How large is China's children's luxury market, and there is no detailed data, however, children's luxury goods have occupied a large share of the Chinese children's products market.” Guo Yong, consultant and senior consultant of China Commercial Home Consultation Network, told reporters.

The reporter noted that high-end children's products come from almost foreign brands such as Dior, Takada Kenzo, and Diessel. Dior small windbreaker, Armani's shoes and Burberry's children's clothing, any one clothing prices are in the thousands of dollars. In terms of children's toys, foreign brands also occupy a large market share. Since the Transformers series was released, Hornet, Optimus Prime, and Royal Natural Enemies... In Beijing, Shanghai, Xi’an, and Nanjing, the above-mentioned deformed robots in the movie have led several toy booms. Barbie and Winnie the Pooh are selling for a long time. The famous international toy brands such as the dinosaur egg series, Pirates of the Caribbean series, Spider-Man series, laser robots, magnetic force fighters, and construction vehicle series produced by Canada's Meijiabao have a lot of prices, but they also occupy a certain market.

Local brand "unknown"

“The main income of children's toy manufacturing industry grows at a rapid rate of 40% per year. However, in the face of such a huge consumer market, domestic children’s products appear to be obscure. In terms of children’s toys, there is almost no other product except Pleasant Goat’s products. With the "foreign brands" to counterbalance. In terms of clothing, domestic brands are very few." Senior Chinese children's appliance industry brand marketing experts, Debang brand promotion chief consultant Zhao Lianxiang told reporters.

China's children's toy industry is still in the primary development stage, especially the high-end so-called luxury children's appliances, it is completely at a disadvantage. Zhao Lian told reporters that due to the low barriers to entry and the lack of standards in the industry, children's products in China are basically fabricated or mimicking plagiarism. This is mainly due to the lack of scientific investment in the development and design of toys and the lack of quality and brand awareness.

“Although China has more than 8,000 toy manufacturing companies, it is not a toy powerhouse.” Zhao Lian said that we only produce big countries but not strong countries, not to mention the high-end market, and even some ordinary children’s products are also OEM products. .

For Zhao Lian’s statement, the reporter got confirmation from the head of a company in the south. "Actually, many toys are produced in China, but after the OEM, the export was sold domestically. After a gorgeous transformation, it became an international famous brand of children's products." In a certain place in Zhejiang, a large number of professional processing toys and The manufacturer of the clothing, a person in charge of the manufacturer who did not wish to be named, told the reporter of the “China Sankei Shimbun” on the phone that they are currently producing many internationally renowned toys. "How we research and development, there is no capital and no ability. Say that the cost of processing to make money is enough for the survival of the company."

In fact, the reason why the domestic toy brands are not competitive is that apart from the low level of corporate R&D, consumers' lower awareness of toys is also a major cause. Good quality toys have been developed and brought to market. Consumers do not buy it, which is also a headache for many toy companies.

Competition is lost in the absence of culture

According to experts, it is precisely because of the lack of cultural creation and the lack of creativity and promotion of children's products, which has led to a situation where China’s foreign goods are in the high-end market for children's products.

In this regard, Professor Qiao Xinsheng of Central South University told reporters: Chinese children's toys and costumes are not beginning today. However, the reason for this is particularly evident today. The fundamental reason lies in the lack of self-confidence of Chinese parents and the consciousness of grass-roots cultural traditions. . Because of the lack of cultural self-confidence, it is admirable. Because companies lack the consciousness of inheriting cultural traditions, they also do everything possible to imitate the products of Western countries.

"The competition among Chinese companies still does not reach the level of cultural competition. Therefore, China's children's products lack an important cultural element." Professor Qiao Xinsheng believes that product competition is divided into three phases. The first phase is the competition between price and quality. The second stage is the competition between technology and patents. The third stage is the competition of technology and standards.

From the perspective of competition, from the inventor's competition to the manager's competition to the cultural competition, it is the three levels of human civilization's competition. At present, China's competition is mainly due to the competition between inventors and managers. Western developed countries have already seen the charm of culture, and through the cultural competition, they have improved the overall image of products.

Professor Qiao Xinsheng said that China is still in the imitation stage. In all stages of competition, imitating other people's products is the main means for many Chinese companies to compete. Only by getting rid of this cultural dependence can we show the cultural connotation of Chinese products.

“In the past, China’s children’s products always gave people a feeling that China’s products belong to low-end products. Western products are high-end products. Therefore, imitating Western products or buying Western brands is an important way to increase commodity prices. If the mindset is not changed as soon as possible, then China will not have its own children's toy children's clothing or other children's products. To improve the competitiveness of their products, we need to dig deeper into Chinese culture and integrate culture into product design so that we can form our own brand. Therefore, China still has a lot of work to do in respect of the reform of cultural concepts.