There are more than 300 million children under the age of 16 in China, including 171 million under 6 years old, and 171 million from 7 years old to 16 years old, accounting for one quarter of the national population, of which only 34% are children. However, the proportion of children's furniture in China's furniture market is only about 5%, and there are less than 200 professional children's production enterprises with brands. This is highly disproportionate to the proportion of children with a population of 4/1, and vice versa.
1 Definition of children
Everyone has children around them, but not everyone knows the age definition of "children." The Office of the Women and Children's Work Committee of the State Council and the "China Women's Daily" from November 1997 to October 1998 jointly organized the "Children's Rights Convention" propaganda series of activities, on the "children's definition" issue nationwide "school teacher In the survey, the results of 1496 valid questionnaires found that 6.45% of people think that they are under 12 years old, 12.9% think that they are under 15 years old, and 35.4% think it is Refers to people under the age of 16, the answer is correct, that is, only 45.16% of people under the age of 18. The term “child†refers to “anyone under the age of 18 in the UN Convention on the Rights of the Child, unless the law applicable to it stipulates that the age of majority is less than 18 years.†and that each child is considered to be an independent individual. It is also a member of the family and society. Children have the full rights of one person. This definition of "children" by the United Nations also makes our furniture manufacturers aware of the role of children's furniture, so the development of products should be targeted and differentiated.
In the child stage, the age can be divided into three age groups: preschool (0-6 years old), primary school (6-12 years old) and middle school (12-18 years old); the subdivision can be divided into: baby (0 Years old - 1 year old), young children (1 year - 3 years old), children (4 years old - 6 years old), middle school (7 years old - 12 years old), big children (13 years old - 18 years old); Boys and girls. Therefore, the children's furniture market should be subdivided. The product types and functions should be able to meet the needs and preferences of children of different stages and genders. At the same time, it has systemic, combinative and continuous nature, which means that products can be reasonably matched and combined with age. And physiological changes can also make function adjustments and changes, extending the life cycle of furniture.
For example, in the case of a crib with a guardrail; when the child is still unable to crawl freely, the guardrail only needs to be adjusted to a height suitable for the mother to breastfeed and to take care of the baby. The diaper changing work can be done on the matching cabinet, and the baby can also store the daily items of the baby. When the baby can stand up and walk, the guardrail can be raised completely. After the child is six or seven years old, the guardrail is removed, and then the detachable bed leg is removed. It becomes a comfortable children's sofa, and the cabinet next to it Can be used to collect toys. In addition, Guangdong Evergrande Furniture Group's youth furniture brands: "I love my family" and "more love", also developed adolescent furniture with gender, subdivided the market. This is a welcome development.
2 Children's furniture market is huge
There are more than 300 million children under the age of 16 in China, including 171 million under 6 years old, and 171 million from 7 years old to 16 years old, accounting for one quarter of the national population, of which only 34% are children. However, the proportion of children's furniture in China's furniture market is only about 5%, and there are less than 200 professional children's production enterprises with brands. This is highly disproportionate to the proportion of children with a population of 4/1, and vice versa.
A recent survey of domestic urban furniture market shows that about 4/10 of households have children who have their own single-bedroom and furniture, and 46% of families have the desire to buy children's furniture. The children's market needs to be further developed for marketable products. The key point is not the color and cartoon pattern, but the practicality, safety, ingenuity and functionality. It is worth noting that furniture companies should investigate the type and area of ​​children's rooms, design the type and specific area of ​​the apartment, easy to place, and arrange the functional partitions reasonably for parents to purchase. In marketing, children's furniture placed in different types and sizes can be displayed and promoted, and professional brochures can be produced to provide effective services for parents. For example, how to choose children's furniture for different types of houses, how to match colors, how to place them, How to decorate, how to maintain and so on.
3 Current problems in the domestic children's furniture market
Domestic children's furniture, there are many problems in the product and in the market, in the following aspects:
3.1 Domestic brands lack market cultivation process
Although children's furniture has a small share in the entire furniture market, competition is fierce. At present, children's furniture of foreign brands account for 30% of the domestic market. Among the 70% market share of domestic manufacturers, only 30% own brands and 70% are in non-brand competition. Except for big cities such as Beijing and Shanghai, most consumers in China do not advocate brands when purchasing children's furniture. The brand benefits have not yet appeared. Now no children's furniture company can occupy a dominant position in the market and form a dominant position in the national market. Therefore, at present, there is no obvious causal relationship between brand, price and quality.
3.2 The rationality of brand price has not been generally recognized by consumers.
Children's furniture is roughly divided into two categories: solid wood and plate. Solid wood furniture is coated with a layer of transparent varnish on the surface of the wood to maintain the original color of the wood and the appearance is simple. The panel furniture is rich in color and can be matched with a variety of materials and decoration styles. The prices of these two categories of youth furniture are generally: a set of basic basic items including bed, bookcase, wardrobe, computer desk, hangers, five sets, need 4,000 yuan - 8000 yuan, solid wood is more than 10,000 yuan, higher than The general family's recognition of this price is not entirely a problem of tolerance. As far as the US children's furniture market is concerned, in the case of good profits, the price is as low as $20 to $30, while the price of high-end goods is between $800 and $900. Between the yuan, and high-end furniture is generally solid wood furniture. Therefore, the rationality of domestic children's furniture prices has been questioned, and it is also reasonable. This requires the joint efforts of enterprises and consumers to change this confrontation.
3.3 The product structure is unreasonable
At present, the product structure in the domestic youth furniture market is unreasonable. The market is dominated by Chinese children's furniture (7-12 years old), Datong furniture (13-16 years old), baby furniture (0 years old - 1 year old), baby furniture (1 year old - 3 years old), children's furniture ( 4 years and 6 years old) and post-adolescent furniture (16-20 years old) and youth furniture (20 years old - before marriage) are less, resulting in insufficient market segments and narrow consumer choice. However, in this year's furniture exhibitions in Guangzhou, Shenzhen and Dongguan, infant furniture, children's furniture and youth furniture have appeared. The product segmentation has begun significantly, indicating that the children's furniture market is maturing.
3.4 Product design level is uneven
At this year's major exhibitions, many large enterprises have launched children's furniture, and they have been smoking for a while. But carefully, most products are still the same, and the differentiation is not obvious. The common feature is that the appearance is slightly different, but the furniture has a single internal function. In addition, the color is too bright, does not conform to the scientific application principle of color, only pays attention to the visual impact of color, and does not understand the harm of color to people, especially the adverse effects on children's vision and neurodevelopment and emotions. Insufficient safety, attention to shape in the design, and neglect of safety and convenience, such as the design of the ladder, and the rounding of the end of the plate, have not been fundamentally resolved and concerned. The scientific nature of the product is not sufficient, especially in terms of scale and ease of operation, and has not been carefully considered. In short, the product design problem I think is the most prominent problem, this problem is not solved, the children's furniture market is also difficult to get healthy and rapid development.
3.5 Low level of research
There is no training base for specialized children's furniture design research institutions and professionals in China. At the same time, enterprises are also investing insufficiently in the research of children's furniture. In order to make quick success, there are often few manufacturers who spend their strength and financial resources to study the consumption of children, pay attention to their living space, living habits, learn the requirements of furniture, the type and quantity of storage, and their consumption behavior, influencing factors and reception. Information channels, etc., in fact, all of this affects the design, production, marketing and service quality of furniture. Researching the market and researching product users is the most important first thing before developing products. I hope that enterprises will pay attention to them.
In addition, there are few designers of domestic full-time children's furniture, most of which are from adult furniture design to children's furniture design, so there is no accumulation, and it is not surprising that the current problems arise. It takes time to grow, and more needs to be beaten and defeated. I believe that talented children's furniture designers will stand out in a few years. The above describes the various problems in the children's furniture in China. Since it is a problem, and strive to correct and adjust, there will be new progress.
4 A little advice for children's furniture manufacturers and distributors
Children's furniture enterprises should first accurately locate on the basis of a large number of market research, whether it is a high-end brand or a low-end brand; market segments, follow the principle of differentiation, develop products with obvious characteristics; in design and management, Applying standardized thinking, systematic design, reducing design and production costs; achieving a wide variety of parts with fewer parts to meet the psychological and physiological needs of each child stage, while simplifying management, production and marketing. A company with comprehensive strength can produce a full range of children's furniture; small-scale, thin-skinned companies can produce special products, such as baby furniture, or children's furniture from 3 to 6 years old, making a small piece of the market, doing fine Do a good job, and even provide special accessory products for comprehensive large factories. Secondly, the current polarization of the development of the children's furniture market is obvious. On the one hand, the price of good quality products is high, on the other hand, the products with low prices are not required in terms of workmanship and style. This is two pieces that can be developed. The most important thing is to improve the design level and increase the added value of the products; secondly, reduce the production and management costs, adopt advanced manufacturing technology and management methods, and make profits to themselves, while highlighting their distinctive personality and achieving differentiated management.
In addition, enterprises must invest human and financial resources to build brands, enhance the cultural connotation of the brand, clarify the design concept of the brand, and comprehensively build their own brands through products, trademarks, packaging, services and strong corporate publicity. In the future market, no brand is difficult to survive. Don't look at the immediate interests, and ignore the promotion and internal promotion if you can't finish the order. Because the creation and maintenance of a brand is not a day's work, it needs to be accumulated and continued.
Fourth, enterprises must do a good job in advertising. When purchasing children's products, the majority of the adults specify the brand. However, 60% of parents make decisions after seeking advice from their children during shopping. Reflecting the parents' full consideration of the child's wishes, but it is still the parents who play a decisive role. Parents have obvious memories of children's products with large advertising volume. When making purchasing decisions, they will first consider these brands. At present, they have not found that they do not rely on advertising, but rely on the terminal to get a brand with high reputation and reputation. Children's furniture manufacturers are generally small in scale and have limited economic strength. Therefore, it is not appropriate to use a large amount of funds for advertising. It can be used in a flexible and diverse form for corporate propaganda, and gradually strengthen, and must consider the characteristics of furniture, using stars to do Advertising is not. It is desirable to highlight the advantages and features of the product.
Fifth, innovate in marketing methods. At present, there are not many brands in the market, and the promotion and promotion methods are relatively backward compared with the adult products market. The mode is relatively simple, the brand awareness is not strong, and there is no emphasis on their own characteristics. There are fewer branded stores for children's furniture on the market. The layout, display, and decoration of the specialty stores have been relatively vulgar and old-fashioned, and it is impossible to give parents and children a more enjoyable shopping enjoyment and participation opportunities. In fact, we can also invigorate marketing through member clubs, point rebates or gift-giving services. We must be good at learning from other successful marketing methods in other industries, voicing our new products, enriching our marketing methods and improving marketing results.
Finally, talk about business issues. The types of business in the specialty store should be mainly children's furniture, supplemented by toys, bedding, lamps, pendants, and even stationery boxes. They are not only used for decoration, but also can be purchased in your store. The so-called "one-stop" shopping for children's products. This has been fixed in IKEA (IKEA) and foreign children's furniture stores. This ensures that when a child with a child walks into your store, it is naturally attracted to the model house you have designed or everything you provide, and you know what your child needs. The children themselves will also be interested in picking everything they like, even a doll and a pencil.
In such an environment, not only the furniture is sold, but also other auxiliary goods are sold, and the consumer also believes that your business is very thoughtful and humanized. Just as IKEA founder Kamprad is running furniture, the catering department at IKEA stores helps IKEA earn up to $1.6 billion in worldwide sales each year. His philosophy is that "hungry can't be a good business", "the same hungry stomach is not in the mood to buy things." Therefore, the small teahouse has developed into the food and beverage department that every IKEA store has seen as soon as it enters the gate. Not only did the marketing become humanized, but also made a profit. Why not?
5 Conclusion
What is the market to create? What is the market? What is the market to guide? What do you rely on to make a strong market? By design! Product design, production process design, technical design, market design, lifestyle design. Although the subject of the article is a market issue, it is ultimately a design issue. The Nordic people said "good design, good business." Indeed, this is also the source of power for the Nordic people to never stop designing. Today's children's furniture market is not prosperous. There are so many problems and complaints. The fundamental problem is design. I think it is self-evident that there are not many selling points to attract customers, and there are not many products that customers really want or potentially need. Coupled with the influence of quality, service and other factors, the market is deserted.
Design has become the strategic commanding height of the enterprise, and modern industry has quietly entered the "design era." Nowadays, the era of technological innovation and the world has passed. A “product civilization†era with equal emphasis on technology and design, functional characteristics and emotional pursuit has become a new “growth point†for enterprises to expand their markets. The ability to innovate in decline has triggered a new wave of consumption in the market. Only a company that can truly dominate the design can truly achieve the supremacy of the "leading market," said Mr. Du Zehua, the president of the Federation.
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