"There are too many child seat brands, and the online price difference is so large that it is impossible to get started"; "Children grow so fast, what model and style should be selected"; "Because it is required by traffic regulations, If you want to buy, I still want to buy a little better, so I simply bought from overseas Haitao, although expensive, but rest assured. "
The reporter went deep into the WeChat group of local young mothers in Shanghai and found that many parents are still confused and dazzled by child safety seats-and this is a microcosm of China's child safety seat market. Song Zheng, chairman of Goodbaby International's board of directors, also provided a set of data to reporters that the current use rate of child safety seats in China is less than 1%. Among domestically produced child seat products, 95% are exported and domestic sales are only 5%.
In fact, benefiting from the two-child policy and consumption upgrades, although the child safety seat market is predicted by many agencies to be unlimited in money, even in the next three to five years, there will be a demand for child safety seats nationwide. Blowout growth, but in the eyes of consumers at this stage, this is still a lack of "security" market.
Small consumer countries: insecure markets
According to the survey data of the 2016 China Blue Book on Children's Road Traffic Safety, the average child car seat ownership rate in Beijing, Qingdao, Dalian, Harbin, Changsha, Xiamen, Nanjing, and Ningbo is 41.10%, and the average frequency of use is 80.91%. The corresponding utilization rate of child safety seats was 33.26%. Nationally, the average use rate of child safety seats in China is less than 5%, which is a significant gap compared with the situation in developed countries where the use rate exceeds 90%.
The reporter learned in the interview that on the one hand, this huge contrast is caused by the late start of the domestic market development, consumer concepts and habits have not been fully established, and lack of awareness of safety seats; on the other hand, the gap between domestic sales and exports Quality gaps and poorly-branded military forces also cast a shadow on the consumer trust that child safety seats deserve.
CBNData data analysts analyzed Ali consumption big data from April 2016 to March 2017. Based on comprehensive indicators, they have been ranked among the top ten most popular safety seat brands. Nearly half are foreign brands. Only one of the top three is Chinese enterprises. In terms of price, the average price of these foreign brands is higher than that of domestic brands. Taking the comprehensively ranked No. 1 British brand "Podex" as an example, the prices of several products with sales of over 10,000 yuan were between 1980 yuan and 2980 yuan.
Cheng Han, general manager of Qiaoeryi (China), also lamented to reporters that there are more than a hundred domestic child safety seat companies, which is a barbaric growth. At the same time, because the cost of making mistakes by enterprises is too low, it has led to the emergence of a new army in the industry. "In Japan, the number of brands of child safety seat companies reached 64 in the early days, but after the market shuffle, there are currently only two. The European and American countries are even more significant. Once an unfortunate 'in case' occurs, the company will almost There is no place to stand up. Corporate responsibility and mission are almost engraved in the bones. "Cheng Han added.
The market play of these domestic miscellaneous brands of "bad coins expelling good coins" still plagues the commercial order of regular manufacturers. The gradual spread of the trust crisis has also attracted the attention of government regulators, but due to the special nature of its market, the role of investigation has been minimal.
"Products under 500 yuan generally have problems. Even if the investigation is closed, they can still start a new stove, so it is difficult for the regulatory authorities to deal with it." An industry source revealed to reporters that the investigations of relevant departments are almost always focused on brand awareness. Large manufacturers, on the one hand, because of the high cost of law enforcement, a product's security test fee starts at 5,000 yuan; on the other hand, small factories usually shut down the brand after being seized, and then they can "rise again" without changing the soup. Reproduction of medicine. This causes the safety of child car seats to be impossible to guarantee, and even some of the raw materials used are harmful to children's health, which has increased consumer distrust of domestically produced child safety seats.
Large production country: 80% made in China
Although from the perspective of the consumption of child safety seats, China is still a small consumer country, but in the production process, China is the international "big brother".
The reporter learned from China's car child safety seat industry data that China is the world's largest child safety seat production base, producing more than 15 million seats each year, and nearly 80% of child seats worldwide are made in China.
"Goodbaby has been making child safety seats since 2000. It is almost 18 years since this year. Export is still the main force. Nearly 80% of the products produced are for export. Domestic consumers use child safety seats. The proportion is still less than 1%. "Song Zheng also told reporters. The reporter verified the export and domestic sales data of Qiaoeryi, another child safety seat company, and found that they had almost the same situation.
How does China's production technology compare with overseas manufacturers? Does the advantage of a large production country really touch the core technology? With this doubt, the reporter visited the Yike Testing Laboratory in Lujia Town, Kunshan. The reporter saw several child car seats that were not yet available on the market waiting for a crash test. They are marked with different combinations of alphanumeric characters, and they will have frontal and rear impacts at speeds of 50 kilometers, 60 kilometers and even 80 kilometers per hour, and side impacts at 30 kilometers per hour. The roll tests were performed to test their safety performance under various simulated car accident patterns.
"This is an indispensable link before a new product is launched. Depending on the complexity of the product, the impact test of a product before production is generally between 40 and 120 times." Zhu Yunlong, senior vice president of Goodbaby International, told reporters that he He is also the co-chair of ISO / PC310. Goodbaby was approved by the International Organization for Standardization (ISO) in March this year to establish the joint secretariat of the ISO / PC310 Children's Passenger Car Project Committee. In this way, having the initiative to set ISO standards as an enterprise is still a precedent for the children's products industry.
In addition, a large amount of export data from Chinese companies' products also verifies that the production technology of Chinese child safety seats does have a certain right to speak worldwide.
"'Safety' is the core indicator of child safety seats. It is also a basic principle that all companies must adhere to. Child safety seats are bought in the event of an accident." Song Zheng also told reporters.
In fact, in the 2016 government work report, it was clearly stated that "improve the quality of consumer products and accelerate the integration of quality and safety standards with international standards." To this end, the State Certification and Accreditation Administration has launched the "Same Line, Same Standard, and Same Quality" project to accelerate the shortening of the "quality gap" and "trust gap" caused by differences in standards and management requirements in domestic and foreign markets. To ensure that consumers can buy the same high-quality products as the international market without going abroad.