The first baby carriage market research report
The current situation of baby carriages is divided into manufacturing industry, and our government classifies them into toy industry. The development track of baby carriages and toys in China is exactly the same: at the beginning of reform and opening-up, it started as an OEM from undertaking the transfer of Taiwan-funded and Hong Kong-funded enterprises. With the rapid development of the domestic market in the past decade, the baby carriage industry has entered a period of great development, especially after 2008.
Product diversification and industrial cluster. Broadly speaking, baby carriages include baby carriages, walkers, bicycles, twisting cars, electric baby carriages and children's bicycles, which are very diverse. At present, there are many industrial clusters in China, and their products have their own characteristics, such as Kunshan and Taicang in Jiangsu, Pinghu and Ningbo in Zhejiang, Pingxiang in Hebei, Shucheng in Anhui, Hanchuan in Hubei, Tengzhou in Shandong, Zhongshan, Dongguan and Foshan in Guangdong. The baby carriage industrial clusters in the Pearl River Delta, Yangtze River Delta and other coastal areas have developed earlier, and they have advantages in technology introduction and become industry leaders. However, from the perspective of development speed, in recent years, the mainland stroller industry cluster has developed faster. For example, Pingxiang, Hebei Province, the local government is very supportive of the industry and has made outstanding achievements.
The export market slowed down.
During the visit, enterprises generally reported that business was difficult and export pressure was high. The main reason is the decline in overseas market demand. According to the data in the World Population Report 20 14 released by the United Nations Population Fund, there are currently 18-year-old children and adolescents in the world, accounting for a quarter of the global population, but most of them are concentrated in developing countries. In Europe, America, Japan and other developed countries and regions, the phenomenon of aging population, low fertility rate and declining birthrate continues.
Corresponding to the above situation is a report issued by the American Toy Association. The data shows that the sales of US$ 20 125 billion baby carriages (excluding baby strollers) are basically the same as that of US$ 20 13, with a figure of US$ 20 16.5438 billion. In other words, the American stroller market has stagnated and shrunk in recent years. The market capacity of baby carriages in the European Union is equivalent to that in the United States, and the situation is similar. In addition, Brazil, India and other populous emerging markets have experienced sluggish demand for economic downturn in the past two years; Russia and the Middle East are affected by political factors, with weak economy and constant wars, which have affected the export of baby carriages.
Domestic market analysis
Analysis 1 In the survey, manufacturers reported that the domestic sales business was not good this year. Except for the coastal areas, the sales of baby carriages in the central and western regions and the north of the Yangtze River are not very satisfactory, and some enterprises reduce production capacity to reduce inventory pressure.
Analysis 2 found that there is a prominent problem in domestic stroller sales, that is, serious product homogeneity, vicious competition at low prices and diluted profits. Some enterprises do not do market research, do not innovate, rely on simple takenism, blindly compete at low prices, and have no way out.
Analyze the support surface of the domestic baby carriage market which has been greatly developed in recent ten years. I think this is mainly due to three reasons: First, the change of consumption target groups. "Post-80s" and "post-90s" parents appeared and became the main consumers of baby carriages. The second is that the economy has developed and people's ideas have changed. The stroller in general towns has changed from luxury to family necessities, and even the consumption of strollers in rural areas has developed by leaps and bounds. Third, more convenient sales channels such as e-commerce platforms have matured and played a great role.
Analysis 4 Under the condition that the supporting surface for promoting the development of domestic baby carriages has not changed, I think the difficulty is temporary and related to the national economic callback. It is believed that with the recent full liberalization of the national two-child policy, there will be more development opportunities in the domestic baby carriage market in the future, and the market prospect is promising.
Baby walker production line of Guangdong Suihua Toys Co., Ltd.
1 How to break the dilemma and seize the development opportunity? Here, the author puts forward some suggestions: first, the domestic consumption of baby carriages is polarized, on the one hand, there is a great demand for low-end popular products; On the other hand, high-end consumption power is not small. On Taobao, the prices of the top ten "baby strollers" are either above 100 yuan or around 500 yuan, with obvious stratification, and the monthly sales of single products are above 1000. Enterprises should make corresponding adjustments according to their own actual conditions, find a correct positioning and develop products with higher cost performance.
Thinking 2 Second, independent innovation. How to innovate? The most fundamental thing is to develop products around the changes in consumer demand. Nowadays, young parents demand more safety, convenience, comfort and fashion, and pursue individuality. As long as we can develop innovative new products, we can not only create considerable profits, but also sell well. The specific approach is to analyze the psychology of consumers and find the direction of product research and development.
Thinking 3 has now entered the information society, and enterprises must establish Internet thinking and attach importance to the construction of e-commerce channels. According to the survey of GfK (GfK Market Consulting Company), in China market in 20 14, 35% of consumers bought baby strollers through online channels, which exceeded the channels of supermarkets/hypermarkets (25%) and department stores (2 1%). According to the 20 14 annual report of Good Baby Group, a leading enterprise in the baby carriage industry, its business income in the China market last year was HK$ 654.38+0.47 billion, among which the e-commerce channel developed particularly rapidly, and its income increased by 52.5% to about HK$ 465.438+0 billion, accounting for 28% of the total market income in China. We further subdivide the e-commerce channels and find that the fastest growing is mobile terminals, that is, mobile shopping. How to make good use of it and build an enterprise fan ecosystem is a big topic worthy of in-depth study.
Thinking 4 In addition, professional exhibitions are the most direct and effective means for enterprises to contact customers and expand sales. In the case that the economic environment is not optimistic, enterprises should go out more, contact customers, grasp the market demand trend and promote products. Cologne Baby Products Exhibition, Hong Kong Baby Products Exhibition, Guangzhou Children's Auto Show and Shanghai Children's Auto Show in March are all high-quality exhibitions and have a good reputation in the industry. There are many buyers participating in the exhibition, and the exhibition effect is good. Enterprises can seek breakthroughs through these platforms.
The second baby carriage market survey report
Parents in Chinese mainland want their children to win at the starting line, so no matter what age their children are, parents often buy some educational toys that can help their children learn (90%), such as exercising hand-eye coordination, learning to read Pinyin, and training logical reasoning. Followed by Mao dolls (8 1%) and children's skateboards/tricycles (44%).
Toys not only bring happiness to children, but also enlighten their mental growth. So parents will buy different kinds of toys to stimulate their children's thinking development. In the questionnaire survey, parents mentioned that in the past 1 year, they bought many different types of toys for their children, including remote-controlled cars, swing cars, building blocks, puzzles and so on.
Of course, the choice of toys should also meet the children's abilities and needs. Judging from the age of children, the proportion of parents of children aged 4-6 (95%) who buy educational toys is higher than that of children aged 65,438+0 (85%). However, the proportion of parents of children under 1 who buy hand-cranks/hand-bells for listening training (87%) is significantly higher than that of other age groups.
The concept of the price you are willing to pay
Even for the same product, consumers in different cities and incomes have different price concepts. In order to further explore the views of mainland parents on the price of baby toys, the questionnaire asked: "What price are you willing to pay for a children's tricycle? According to the survey, the overall price that respondents are willing to pay is 327 yuan. Among them, Suzhou respondents are willing to pay 34 1 yuan, in the cities surveyed. Changsha respondents are willing to pay 305 yuan, the lowest among the cities surveyed.
If divided by family monthly income, the higher the family monthly income, the higher the price respondents are willing to pay for a children's tricycle. Respondents with a monthly household income of more than 30,000 yuan are willing to pay a higher price (343 yuan) than those with a monthly household income of10.5 million yuan (299 yuan). As for other groups, there is little difference in the prices that respondents are willing to pay.
Main considerations when purchasing
When buying baby toys, parents mainly consider three factors: no harmful chemicals (57%), safety (48%) and compatibility with other toys (48%). Compared with the overall respondents, Shanghai respondents obviously paid more attention to such factors as "no harmful chemicals" (70%), "safety" (59%), "brand image/reputation" (565,438+0%) and "quality" (45%). As for the respondents in other cities, there is little difference in the considerations when choosing toys.
Compared with similar surveys in 20 13 years, the primary consideration for the overall respondents to buy toys is "no harmful chemicals" and "safety". From this point of view, these two factors are still the key to influence mainland parents to buy toys. According to the number of children in the family, compared with 1 children's parents, parents of two children pay more attention to "educational significance/learning assistance" (52%) and "product origin" (28%) when choosing toys. /kloc-0 Parents of one child pay more attention to the factors of "safety" (49%) and "brand image/reputation" (40%) than parents of two children. It may be because 1 children's parents have no experience in raising children, so they rely more on brand awareness and word of mouth to choose toys. "Department stores" and "supermarkets" are the main purchasing channels.
In the past 1 year, the overall respondents most often went to department stores (48%) and large supermarkets (48%) to buy baby toys. Among them, the proportion of Qingdao respondents buying toys in large supermarkets (58%) is significantly higher than that in department stores (49%). Among all the channels, Chengdu respondents most often go to chain mother-baby stores (45%) to buy toys. According to an agent of baby products in Sichuan province, when a new baby brand expands the second and third tier markets in the mainland, it can establish a professional image for the brand through the cooperation between local agents and maternal and child supplies stores. Because the mother-baby products store is more influential in the township market, and at the same time it has mastered the local sales channels.
The agent also said that it would be more appropriate for brands to set up counters in department stores when expanding the first-tier market in the Mainland. Because the consumer groups of department stores are relatively high-end, there is a certain flow of people, and consumers can know the brand quickly. The survey also showed that respondents from Beijing (47%), Shanghai (49%) and Guangzhou (5 1%) went to department stores to buy baby toys most often.
In different cities, the proportion of online shopping for baby toys by Shanghai respondents is significantly higher than that of other cities. In the past 1 year, 35% of Shanghai respondents bought baby toys through the websites or applications of domestic maternal and child/shopping malls, which was higher than the overall respondents (24%). At the same time, the proportion of Shanghai respondents directly buying baby toys through overseas websites (14%) is also significantly higher than that of the overall respondents (5%).
According to the number of children in the family, the proportion of parents of two children buying toys in large supermarkets (565,438+0%) is higher than that of chain maternal and child stores (44%) and department stores (43%). Large supermarkets sell all kinds of goods, such as food, household goods, clothing, stationery, toys and so on. It is convenient for parents to shop in one stop. In addition, parents with two children may be busier than parents with 1 child, so they prefer to go to large supermarkets to buy toys.
The higher the family income, the higher the proportion of buying toys in department stores. According to the survey, 52% of the respondents with a monthly income of more than 30 thousand yuan said they would buy baby toys in department stores; The proportion is significantly higher than that of the respondents whose monthly income is below 15000 (40%). Judging from the number of children at home, the proportion of parents of two children entrusting friends to buy baby toys from overseas (18%) is significantly higher than that of parents of six children (7%).
Online and offline circulation promotion shopping chain
Physical store is the main channel for mainland parents to buy baby toys, and it is also the main channel for them to obtain baby toy information (60%). Among them, the proportion of respondents in Wuhan (70%) who obtained information about baby toys from physical stores was significantly higher than that in other cities. Other information channels include online maternal and child forums (45%) and WeChat (39%), all of which are online channels. Among them, the proportion of Shanghai respondents (60%) who obtained information from online maternal and child forums was significantly higher than that of other cities.
In recent years, mobile applications and social media have developed rapidly in the Mainland. Enterprises not only sell through applications, but also push brand and product information to consumers through social media. According to a mainland state-owned enterprise, after the establishment of mobile application and WeChat Mall, through the integration of enterprise resource planning (ERP) and various technologies, information such as customers, commodities, marketing and transactions can be transformed into data, and customers' preferences and purchasing power can be tracked. From the analysis of these big data, enterprises can provide customers with personalized product promotion more accurately, such as pushing electronic coupons of related products to customers of maternal and child products through WeChat. With the cooperation of promotion and discount, online stores and physical stores can promote sales with each other, forming an online and offline circular promotion and shopping chain.
According to the age of children, parents with children under/kloc-0 (40%) rely more on the recommendation of relatives and friends to get information about baby toys than parents of other age groups. I believe that because the parents of children under 1 are new parents, I trust other relatives and friends to share their experiences.
If divided by family monthly income, the higher the family income, the higher the proportion of parents who get toy information from TV/radio/radio advertisements. For example, only 27% of the respondents whose family income is below 65,438+05,000 yuan said they would get information about toys from TV/radio/radio advertisements, but 38% of the respondents whose family income is above 30,000 yuan would do so. In addition, the proportion of parents with a monthly family income of1.50,000-30,000 yuan who obtained toy information through "salesperson recommendation" (36%) was higher than that of parents with a monthly family income of1.50,000 yuan (29%).
Willing to consider buying a brand-new baby toy brand.
Regarding the evaluation of baby toys in the mainland market at present, the interviewees at the symposium said that although the price of international imported toy brands is high, the quality is guaranteed, and parents can rest assured that their children can play alone. On the contrary, some parents think that the toys of mainland brands are of rough workmanship and uneven quality, and worry that toy accessories is easy to loosen and let children swallow them by mistake. Some parents also said that international toy companies have set up branches in the Mainland or cooperated with mainland manufacturers to produce toys, so they also have some confidence in toys produced in the Mainland, but they will prefer well-known brands in the Mainland.
Some interviewed parents said that the popular toys in the mainland often come from cartoons in the mainland, such as four-wheel drive and gyro. As the trend of cartoon toys is short-lived and easily replaced by other toys, some parents say that they don't mind buying imitation cartoon toys as long as their children like them.
The questionnaire asked: "Suppose a brand-new baby toy brand is launched in the Mainland, would you consider buying it? Among the overall respondents, 85% said they would consider buying, indicating that mainland parents generally do not resist new baby toy brands. Among the cities surveyed, Shanghai respondents (93%) said they might consider buying, and Changsha was the lowest (80%).
It is worth noting that the proportion of parents of two children who are willing to consider buying a new baby toy brand (79%) is significantly lower than that of 1 parents. It may be because the parents of two children have a certain understanding and preference for the brand of baby toys, so the proportion of them who are willing to consider buying new brands of baby toys is low. In addition, the higher the family income, the higher the proportion of parents willing to consider buying a new baby toy brand. Among the respondents whose monthly income is less than10.5 million yuan, 8 1% expressed their willingness to consider buying a brand-new baby toy brand, while among the respondents whose monthly income is more than 30,000 yuan, 89% expressed their willingness to consider buying a new brand.
abstract
Mainland parents hope to stimulate their children's thinking and cultivate their curiosity through different types of toys, so they often buy educational toys for their children. In recent years, the mainland toy market is driven by animated cartoons, and toys derived from animation are very popular with children. Hong Kong businessmen who are interested in expanding the toy market in the Mainland may consider cooperating with mainland animation film producers in the form of authorized agents to launch toy products related to cartoon characters.
The survey shows that "no harmful chemicals" and "safety" are the key considerations when parents choose toys. Hong Kong businessmen can apply for relevant international safety certification to enhance the confidence of mainland parents in toy products. Especially toys for children under 3 years old, because children may put toys in their mouths. If the substances and pigments of toys are harmful or the accessories are easy to loosen, it will affect the health of children.
The third baby carriage market research report
The market size of baby carriage industry in 2020 is the basic data information obtained through a large number of first-hand surveys and data monitoring covering major industries (including the output and output value of target products or industries within a specified time, specifically according to the survey of population, people's needs, age distribution and regional wealth), and through a number of market size and development prospect prediction models independently developed, it provides customers with reliable market and market segment size data and trend judgment, and helps customers to judge the target market size and development prospects and open up markets. The market scale is not only the market sales volume of baby carriage products in a certain range, but also the user scale or sales volume. We estimate the existing market according to the concentrated area, development stage and number of users of baby carriages. Secondly, according to the potential users and development trend of baby carriages, the future market is estimated. Finally, we can know the overall size of the stroller product market.
In the calculation of the market size of baby carriages, we mainly adopt the following methods:
First, the source push algorithm
That is, the market scale of this industry is traced back to the source industry that gave birth to this industry, and through the interpretation of the data of the source industry, the data of the stroller industry is deduced.
Second, strong correlation data push algorithm
The so-called strong correlation can be understood as the strong relationship between the product sales of the two industries. Through the analysis of the industries with strong correlation with the stroller industry, the accuracy of the market size data is confirmed.
Third, the demand push algorithm
That is, according to the needs of target customers of baby carriage products, the scale of target market is calculated.
Fourth, sampling analysis method
That is, a sample is extracted from the population by sampling method, and then the general situation is inferred according to the sample situation. Sampling methods mainly include: random sampling, stratified sampling, overall sampling, systematic sampling and snowball sampling.
Five, the typical inverse method
According to the research on the sales volume and market share of a single brand (especially the leading brand), the scale of the whole industry is deduced.