With the gradual implementation of the second child policy, many home appliance manufacturers began targeting this piece of children's home appliances, children are treasures of every family, especially now living conditions improve, more parents are willing to spend billions for their children, children's appliances at first enjoy For a while policy dividends.
Children's air conditioners, children's TV, children's washing machines and the like, the names of 'children's appliances' have appeared on the market, and most of these products deliberately raise their prices but their functionality is not so strong that they can not really be targeted and consumed Disappointed, but the segment still has great potential, especially for children's products, which may also require manufacturers to more research technology.
Excessive intention to ignore the essential needs of the external appearance
HOLLE KITTY, polar bear, pink, blue, and various colorful colors, most children's products are selling Meng, but look carefully at the configuration and functionality, in fact, not much different from ordinary household appliances, but the price is higher Many, so most consumers do not buy it.
About children's home appliances, there is no uniform definition, there are called maternal and child home appliances, also called children's home appliances from the market point of view, for infants and young children's products, mostly classified as maternal and child appliances, such as warm milk , A maternal and child refrigerator area dedicated to breast-feeding, etc. Appliances for older children are called household appliances, and there are of course blurred lines such as children's washers and children's air conditioners designed specifically for children.
As early as a few years ago, children's home appliances began to be unveiled, children's TVs, children's washing machines, children's air conditioners and children's air purifiers and other products this year, but the voices of doubt about children's home appliances have always existed. The children washing machine, the product claims to have high-temperature sterilization function, but the actual use, in addition to high-temperature sterilization and no other settings for children's clothing characteristics, and ordinary washing machines also have high-temperature sterilization function, so that the purchase of children's washing machine is not necessary. The original intention of children's television is to protect the eyes of children, but in the opinion of parents, only need strict control of children's TV time, you can achieve the purpose of protecting the eyes of children while some education, children's songs and other content can also be installed through ordinary smart TVs Related software to achieve.
Children's home appliances still only stay in appearance, a lot of customization features do not necessarily 'necessary', the weakening of demand has led some appliance manufacturers to start out of the children's home appliance market, then, this segment really has no potential?
Consumer upgrades to bring recoil Children's home appliance market is still 'big cake'
Today, the consumer upgrade has infiltrated all aspects of people's lives, personalized, diversified consumer is becoming mainstream, McKinsey China Consumer Survey report shows that Chinese consumers are choosing to upgrade from mass to high-end products, 50% of the respondents Consumers said that the pursuit of the highest quality products, this ratio is still rising.Pin CCPITInternational Trade Research Department, Zhao Ping, director of analysis said that consumption escalation behind the two main reasons: First, higher income; Second, the willingness to consume increased .
According to the survey, maternal and child family members in the purchase of maternal and child products, the sensitivity of the price is relatively low, the degree of attention was only 33.0%, much lower than the normal consumer emphasis on this .That is, expectant mothers And moms in the purchase of maternal and child home appliances, not only focus on price, but more concerned about the quality and material.
Consumer upgrades have brought demand, second child policy to expand the market, consumers want to buy is also well prepared, but the current market demand can really solve the pain point of a good product, as the industry said, maternal and child household appliances Although the market is a great potential market, but not any one company can hold a foothold in this market.
Targeted innovative enterprises and update iterative products based on user needs can really enter the hearts of mothers. At the same time abandon the visualization of publicity, but targeted on the specific experience of the mother and child family in the life scene Problems, proposed solutions to make the product really for consumers, is based on the fundamental market segments.