The furniture market is a " potential gold mine " . In recent years, with the improvement of people's quality of life, parents' investment in setting up children's rooms has also increased, and children's furniture has gradually been subdivided from the furniture market. I love my home, how much I love, and colorful life and other enterprises have become well-known brands in the production of children's furniture. At the same time, some traditional furniture companies are also smell a business opportunity children's furniture market, such as music United States, Italian style, red apple, Tutengbaojia and other children's furniture brands have tested the water.
Large manufacturers have played " children's cards "
During the " June 1 " period last year, many new faces appeared in the children's furniture market. Not only have the children's furniture Qu Mei "boat deck" series, as well as Tutengbaojia to build a new children's furniture brands Figure Jia Jia. Qu Mei has been an adult furniture for 20 years, and Totem Baojia has been a cabinet for 10 years. However, this year they have coincidentally hit the children's furniture brand, and their strength and potential cannot be underestimated.
Qu Mei, the chief designer of the children's furniture ship deck series launched by Hans, said that the ship deck series is a special furniture designed according to the physical characteristics of children, not simply a scaled-down version of adult furniture. In addition, the size design of the furniture also combines the growing characteristics of children, many of which are adjustable, thereby prolonging the life cycle of the furniture, and can greatly reduce the parents' multiple investment in children's furniture. Qumei President Zhao Ruihai also emphasized that Qumei's children's furniture is by no means inferior to professional brands.
In addition to Qumei , Tutu Jiajia is also a brand of children's furniture that debuted last year. The experience store has an area of ​​nearly 1,000 square meters and exhibits more than 30 sets of children's furniture, covering three categories: solid wood, panel combination and panel type. However, in mainstream home stores such as Actual Home and Lanjinglijia, the children's furniture area often has only three or five brands, and the single area is only two or three hundred square meters, which can only display six or seven sets of products. Therefore, an experience store like Tutu Jiajia Fangzhuang Flagship Store with a large area and many products is the first in the Beijing Children's Furniture Market.
300 million potential consumer groups contain business opportunities
It is the huge business opportunities in the children's furniture market that will allow Qumei and Totem Baojia to launch children's brands at all costs. " There are more than 300 million children under the age of 16 in China, accounting for about 1/4 of the country's population. With the gradual emphasis of parents on the decoration of children's rooms, the children's furniture market has great potential for development. " According to Zhu Changling, vice chairman of the China Furniture Association, " In recent years, China's children's furniture industry has developed rapidly, and independent furniture categories have been derived. "
In the opinion of the industry, children's furniture is not directly affected by the real estate market, but grows as the baby's birth and growth needs increase. At the same time, in recent years, children's growth has been paid more and more attention, and the concept of buying professional children's furniture for children has become popular. In this regard, the relevant person in charge of Tutu Jiajia said: " The market risk of children's furniture is relatively low. Even if the housing market is not good and the home improvement industry is affected, parents will still buy children's furniture when they buy. "
In addition, the age range of children's furniture is very large. Children from 0 to 18 years old can use it, and its purchasing power comes from consumer groups with economic strength from 35 to 45 years old. Therefore, on the one hand, children's furniture has great consumer demand, and on the other hand, it has strong consumption strength, which has become a tempting cake for home furnishing companies.
No standard, no standard shackle development
Despite the unlimited business opportunities in the children's furniture market, factors such as no relevant standards, high production costs, and irregular management have also become a stumbling block to the rapid development of the industry. Zhu Changling said that at present, there is no professional and targeted research institution in the children's furniture industry, and the corresponding industry standards are still being formulated. Therefore, there are no reliable standards and policies for the research, development, production and sales of children's furniture, which is also one of the immature developments of the children's furniture market.
Zhu Changling also pointed out that compared with ordinary furniture, children's furniture is only small in size, the production process is not reduced, and has higher requirements in production technology, safety and environmental protection. At the same time, the production scale of children's furniture must fully take into account the physical and psychological needs of children, and reduce the design of sharp corners and cavities. It is best to grow with children. It can be seen that children's furniture requires enterprises to invest more research and development costs, which puts forward higher requirements for the strength of enterprises.
Yin Bo, general manager of Lanjing Lijia, also noted that some children ’s furniture is exposed every year due to unqualified sampling. The problems of children ’s furniture frequently indicate that the enterprise management is not standardized and the market development is not yet mature. In addition, " the display and fixing of children's furniture in the store also have higher requirements. Once the enterprise management regulations are not in place, children are easily injured when playing, and the store will also be implicated. " Because of this, such as Lan Jingli Some high-end stores such as Home and Red Star Macalline have raised the barrier of entry, and will not easily introduce more children's furniture brands.
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