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China's baby carriage industry development status and breakthrough thinking

发布日期: 2015年12月18日 Source: Release date: December 18, 2015 Travel supplies

In the face of difficulties, as long as the company can maintain its determination, practice its internal skills, and actively seek change and bold innovation, find a breakthrough that is suitable for its own development, it will definitely achieve better development.

Some time ago, the author continuously visited the stroller production areas in Guangdong, Hebei, Anhui, Shandong and other places. He had extensive contacts with corporate executives and senior executives, investigated the development of the industry, and learned that the stroller industry has developed rapidly, but there are many problems and difficulties. . The following is a survey and reflection on the stroller industry, to share with readers.

Status of the stroller industry

According to the manufacturing industry, the baby carriage is classified by the Chinese government into the toy industry. The development trajectory of China ’s baby carriages and toys is exactly the same: at the beginning of reform and opening up, it was transferred from undertaking Taiwan-funded and Hong Kong-funded enterprises and started as an OEM. With the rapid development of the domestic market in the past decade, the baby carriage industry has entered a period of great development. This trend This is particularly evident after 2008.

Clustering of product diversification industries. In the broad sense, baby carriages, including baby strollers, walkers, bicycles, twist cars, electric strollers, children's bicycles, are very diverse. At present, there are multiple industrial clusters across the country, with unique products, such as Kunshan and Taicang in Jiangsu, Pinghu and Ningbo in Zhejiang, Pingxiang, Hebei, Shucheng in Anhui, Hanchuan in Hubei, and Tengzhou in Shandong, and Zhongshan, Dongguan, and Foshan in Guangdong. Wait. The Pearl River Delta, Yangtze River Delta and other coastal areas have developed early in the baby stroller industry clusters. Technology introduction has advantages and has become an industry leader. However, in terms of development speed, in recent years, the baby stroller industry clusters in the Mainland have developed faster. For example, in Pingxiang, Hebei, the local government is very supportive of the industry and has performed well.

Slowing export markets

During the visits, companies generally reported that it was difficult to do business and that export pressure was greater. The main reason for this is the decline in demand in overseas markets. According to the "State of the World Population Report 2014" data released by the United Nations Population Fund, there are currently 1.8 billion children and young people worldwide under the age of 18, accounting for a quarter of the global population, but the vast majority are concentrated in the development country. The population aging, low fertility rate and declining birth rate in developed countries and regions such as Europe, America and Japan continue.

In response to the above situation, a report released by the American Toy Association shows that the sales of US strollers (excluding baby strollers) in the United States in 2014 were $ 1.25 billion, which is basically the same as the same period in 2013. This figure was in 2010 That's $ 1.61 billion. In other words, the US stroller market has stagnated and contracted in recent years. The capacity of the EU baby carriage market is similar to that of the United States, and the situation is similar. In addition, emerging markets such as Brazil and India with large populations have seen sluggish economic demand in the past two years; Russia and the Middle East have been affected by political factors and the weak economy and war have affected the export of baby carriages.

Domestic market analysis

Analysis 1. In the survey, the manufacturers reported that domestic sales are not good this year. Except for the coastal areas, the sales of strollers in the Midwest and north of the Yangtze River are not ideal. Some companies have reduced their production to reduce inventory pressure.

Analysis 2. The investigation found that there is a prominent problem in the domestic sales of baby carriages, that is, serious homogeneity of products, vicious competition at low prices, and diluted profits. Some companies do not do market research, do not innovate, rely on simple doctrines, and blindly compete at low prices. There is no way out.

Analysis 3. In the past ten years, the domestic market for baby carriages has gained great support. I think this is mainly due to three reasons: First, the change in the target consumer group. Parents of the "post-80s" and "post-90s" debuted and became the main force of baby carriage consumption. The second is economic development, and people's ideas have changed. Generally, baby strollers in cities and towns have shifted from luxury goods to household necessities, and even the consumption of baby strollers in rural areas has also made considerable progress. Third, more convenient sales channels, such as e-commerce platforms, have matured and grown, and have played a large role.

Analysis 4. In the case that the support for promoting the development of domestic sales of baby carriages has not changed, I believe that the difficulties are temporary and related to the national economic callback. It is believed that with the recent comprehensive liberalization of the national two-child policy, there will be more development opportunities for the domestic market for baby carriages in the future, and the market prospects are promising.

Breakthrough 4 points thinking

Thinking 1. How can we break the predicament and seize the opportunity for development? Here the author throws bricks and cries, suggesting a few points: First, the domestic baby carriage consumption is developing polarized, on the one hand, there is a large demand for low-end and mass-type products; on the other hand, high-end consumer power is not small. On Taobao, the price of the top ten sales of "baby strollers" is either more than 100 yuan, or about 500 yuan, with obvious stratification, and the monthly sales of single products are all over 1,000. Enterprises should adjust according to their own actual conditions, find the correct positioning, and develop more cost-effective products.

Thinking 2 and 2 is independent innovation. How to innovate? The most fundamental thing is to develop products around the changing needs of consumers. Now young parents' requirements for baby carriages are more stressful about safety, convenience, comfort, fashion, and the pursuit of personalization. As long as you can develop unique new products, not only can you generate considerable profits, but your sales are also worry-free. The specific approach is to analyze consumer psychology and find product development directions.

Thinking 3. Now that the company has entered the information society, enterprises must establish an Internet mindset and attach importance to the construction of e-commerce channels. According to a survey by GfK (Germany Kaifeng Market Consulting Company) in Germany, in 2014, 35% of consumers purchased baby strollers through online channels in China, exceeding supermarkets / hypermarkets (25%) and department stores (21%). )channel. According to the 2014 annual report of the leading company of the baby carriage industry, Goodbaby Group, its business revenue in the Chinese market last year was HK $ 1.47 billion, of which the development of e-commerce channels was particularly rapid, with revenue increasing by 52.5% to approximately HK $ 410 million, accounting for total revenue in the Chinese market 28%. We further subdivided in the e-commerce channel and found that mobile terminals, that is, mobile shopping, have the fastest development. How to make good use of it and build an enterprise fan ecosystem is a major topic worthy of in-depth research.

Thinking 4. In addition, at present, professional exhibitions are the most direct and effective means for companies to reach customers and expand sales. When the economic environment is not so optimistic, companies should go out more, reach customers, grasp market demand trends, and recommend products. The Cologne Infant & Children's Products Fair, Hong Kong Baby Products Fair, Guangzhou Baby Car Show and March Shanghai Baby Car Show are well-known high-quality exhibitions in the industry. There are many buyers attending the fair and the exhibiting effect is good. Enterprises can seek breakthroughs through these platforms. .

In the face of difficulties, as long as the company can maintain its determination, practice its internal skills, and actively seek change and bold innovation, find a breakthrough that is suitable for its own development, it will definitely achieve better development.

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Reviews

Le Mom

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 5 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 6 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 6 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 6 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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