In recent years, products on the market with gimmicks customized for children and lacking practicality have gradually appeared, or household products according to adult specifications have been reduced in proportion, that is, "child-only" products are everywhere, it can be said that babies are economic The vigorous development has led to an explosive growth in the consumption of children's bedrooms. A few days ago, the reporter integrated the background data of the Maternal and Infant Research Institute and Information Communication to interpret the online retail report of bed and bedroom related to infants and young children in 2019Q1.
According to the online platform statistics from the Maternal and Child Research Institute and the Information Channel, the total online scale of maternal and infant related categories in Q1 2019 reached 36.3 billion. Among them, the bed and bedroom home alone, although not as large as children's clothing, children's shoes, toys, puzzles and baby food, but the size of the bed and bedroom home market related to mothers and children in the first quarter of 2019 also reached 1.68 billion, compared with 2018 A year-on-year increase of 18.6%.
The advantages of Tmall channel are obviously dominant, and other platforms are all negatively growing.
According to the background data of the Maternal and Child Research Institute and the information communication, Tmall has obvious advantages in the aggregated scale of related categories of sleeping, sleeping and home furnishings, with sales of 1.38 billion in Q1 2019, which is 4.9 times that of JD.com, the second largest platform, and the market share of other platforms is minimal. . In terms of growth rate, except for the Tmall platform, which increased by 26.5% compared with the previous period, other platforms including JD.com have shown a negative growth trend. In particular, Jumei ’s growth rate was -75.7%, and Gome was even worse, with an increase rate close to -100%.
As shown in the figure above, whether it is household items, children's bedding, children's furniture or safety protection, they focus more on the Tmall channel. Taking safety protection as an example, the distribution in Tmall channels accounted for 86.2%, JD.com accounted for 13.6%, and koalas even more. Although they grabbed a spot, they only accounted for 0.1%; followed by children's bedding, which were distributed in Tmall channels. It accounted for 85.9%, and JD.com only accounted for 13.4%. The distribution of household items and children's furniture was also the same logic. It can be seen that Tmall is the most popular in non-standard products such as bedrooms, and other platforms have basically no chance. In terms of children's furniture alone, JD.com accounted for 21.7%, although its share is still lower than Tmall, but it is also an important channel that cannot be ignored.
Children's furniture accounts for nearly half of the market share, and the potential of home furnishings is unlimited
According to the information background, the bed and bedroom home mainly covers four categories of household items, safety protection, children's bedding and children's furniture. Among them, the market size of children's furniture is 700 million, accounting for 41.8% of the market share, far exceeding the average. The scale of the market is the fastest, with a year-on-year growth of 20.9%. Secondly, the scale of children's bedding is 590 million, and the sub-category accounts for 34.9%, an increase of 17.6%, which is slightly lower than the average growth rate of the bed and bedroom home industry The above two categories basically occupy most of the entire market. In addition, it should be noted that the category of household goods, although the market sales in Q1 2019 was only 180 million, but its fastest growth rate, an increase of 20% over the previous period.
We found an interesting phenomenon, the data of 2019Q1 is far from the data of 2018. The largest children's bedding in 2018 has been overtaken by children's furniture, and the fastest-growing safety protection products in 2018 have also been left behind by household products. In the first quarter, the market has experienced a lot. Changes, competition in this area may become more intense in the future.
Market concentration is high, giants have been set, and dark horses are attacking the situation
By observing the above figure, we can clearly see that the market concentration of the bedroom and home furnishing industry in 2019Q1 is relatively high. Except that it can be the first to take the lead in the industry, the market share of other players is less than 2.5%.
In addition, the size of the bubble represents the brand size. In the bedroom and home furnishing field, the share of KUB / Korean ratio is the highest, reaching 5.2%, and the online sales are 87.327 million, with a growth rate of 11.8%. other brands. The second is the era of cotton. In Q1 2019, online sales were 40.356 million, although it ranked second, but its growth rate was -10.7%; including the third-best child, it also showed negative growth. It is important to note that the rapid rise of bebemorning / Little Master Good Morning at this stage, from silent to skyrocketing, although the market share is only 0.9% and sales are only 15.542 million, but its growth rate is fast. Amazing, reaching 149717.3%, which is really rare. It can be seen that in the subdivision of bedrooms and bedrooms, blockbuster dark horses frequently stir up the entire industry.
According to information from the information source, the TOP10 online sales of sleeping and home furnishings in Q1 2019 are Kobe, Cotton Age, Good Boys, Antarctics, BABYCAREBYPHILEMON, Bevilata, POUCH, VALDERA, Liangliang, and Abedila. On the whole, compared with the brands that have occupied TOP10 all year round, such as Goodbaby, Liangliang, Cotton Age, and Antarctic, the frequent growth rate of the dark horse is even more gratifying, especially since VALDERA has developed quietly from last year to today. Directly on the TOP10 brand list with a 270.7% growth rate, its imagination space is huge.
In addition, there are the dark horses BABYCAREBY PHILEMON and Abedilla that rushed out last year. They have not been listed in the TOP10 in 2018. Now only one quarter has passed. The entire bedroom and home furnishing market has been reorganized. Its ability to spoil is also top-notch.