As an electronic toy designed for early childhood education, the story machine aims to promote the interest of preschool children. Through the human-computer interaction setting that accords with the principle of early childhood education, combined with multiple intelligent education concepts, English, Pinyin, Mathematics, Logic, Common Sense, etc. The content is integrated into the machine, and with the cute cartoon image shape, it can cultivate the children's interest in learning, and it is very helpful for the improvement of attention and thinking ability.
I. Overview of the development of the story machine industry
At present, China's story machine accounts for 71.2% of the global production, with an annual output value of 3.82 billion yuan, of which the largest production base is Shantou City, China. The manufacturer of electronic children's early education story machine in Shantou City is generally a large-scale formal enterprise, especially the company located in Chenghai District, which gathers most of the leading toy enterprises in China. According to China Consulting Data, 4 of the country's five toy listed companies are from Shantou, and more than 70% of their toys are sold to 140 countries and regions around the world. In 2015, the sales of the story machine industry was 4.36 billion yuan, the number of employees reached 62,370, and the number of manufacturers reached 1,286.
With the continuous development of the story machine market, the monthly sales volume has reached one million units. From 2007 to 2010, the story machine industry is in a state of sleep. Since 2011, the story machine industry has exploded and sales have grown tremendously. The total amount of the top million industries.
2015 global story machine industry production supply regional pattern
Regional pattern of production and supply of China story machine industry in 2015
At present, the domestic children's story machine products are generally small in scale. Most enterprises only stay in the stage of product manufacturing and processing, and their research and development capabilities are weak. The overall strength is very different from that of European and American companies. Enterprises with weak R&D capabilities generally buy stories from third parties.
Second, the story machine market demand pattern
"Story Machine" is still a "strong" just need for the toy market in 0-6 years old. It is a product that children like and parents are happy with. In 2015, the sales volume of Chinese story machines was 26.01 million units.
China's story machine market sales in 2010-2015
China story machine market customer structure by region
The popularity of the story machine is currently mainly sold in the city, and has not yet penetrated into the vast rural market. With the development of the times, I believe that the rural market will also become a new world of story machines.
China story machine market customer structure by city
Third, the story machine market capacity scale
1. The size of the Chinese early education consumer market capacity associated with the story machine
After the introduction period of nearly ten years, the early childhood education industry has entered the stage of rapid development in China. In the consultation analysis, China pointed out that in 2013, the early childhood education market for children and children in China reached 99 billion yuan. In 2015, the market for early childhood education for children and children in China was about 135.9 billion yuan. Therefore, the story machine has enough room for development in the early education market.
China's early childhood education market for children and children
Among them, intelligent electronic story machines and children's books with educational and interactive features are popular. It is imperative to optimistic about this vast space for children's early education market, so as to increase the added value of toys.
2. The size of the market capacity of the story machine
According to the survey data, 2011 to 2018 is the peak period of baby birth. There are objects for demand, and there is market for demand. For the fetus and infants, healthy development and learning are the most important. The story machine is positioned as a product of prenatal education and early education, just to meet this demand. In 2015, the size of the Chinese story machine market was 3.82 billion yuan.
China's story machine market size in 2010-2015
At present, the domestic market pattern: the low-end average price is below the market price of 150 yuan, accounting for more than 68.3% of the market share, the price is 25.2% from 150 yuan to 299 yuan, and 6.5% above 299 yuan. Compared with previous years, the mid-to-high-end price market has formed a counter-attack, and the share has increased greatly. The consumer acceptance and rationalization of demand have made the market foot to the middle and high-end, and the low-end market share has declined.
Fourth, the story machine industry competition pattern
Children's story machine products have entered an era of intensified competition and the emergence of a group of people, but the homogenization of industry products has become increasingly serious. The technical guidance and brand era have arrived. There is no competition without personality. After nearly five years of market operation, China's story machine industry and children's book market have now entered a white-hot state, with a hierarchical level. At present, there are many brands of story machines, and most of them are not selling well. Big brands and small brands are crowded together to form the competition of the story machine industry itself. This pattern needs to change. Among them, the story machine market brand concentration is low, the biggest is the fire rabbit, the market share is 5.76%.
China story machine brand enterprise market competition situation
With the rapid development of children's early childhood storytelling machines in recent years, some children's early education story machine brands have come to the fore. With the continuous reshuffle of the market, the survival of the fittest, and the introduction of a series of policies and management measures, some large-scale, sustainable development of children's early education story machine enterprises will gradually precipitate, such as fire rabbits and other enterprises.
V. Story machine market development prospects
Around 2008, some domestic enterprises gradually began to study early education machines and story machine products, and gradually had the shadow of the early education machine story machine in the domestic market, but the sales volume never rose. With the development of the Internet, early education With the trend of rising enthusiasm, the early education machine and story machine products are gradually expanding the scope of display in people's sights.
In fact, in the past two or three years, the story machine that played an important role in the field of infant growth and prenatal education, its market has shown a rising trend, which is called “outbreak period†in the industry. Now the story machine is developing into its stage of growth and maturity, and it will probably enter a fully mature stage in the next two or three years. The story machine industry has grown from nothing to small, and the products have been upgraded in terms of quality, sound quality and function, allowing more consumers to accept, which further stimulates the demand of the consumer market. Although the domestic market is still immature, it has great potential for development. Zhongwei Consulting expects that the market value of Chinese children's audio toys will reach 100 billion yuan in the future, of which the potential size of the story machine market is 15 billion yuan.
China story machine and children's audiobook market capacity scale
Sixth, the story machine industry development trend
With the increase of market demand and the advancement of technology, manufacturers have increased investment and development efforts, and the technology and performance of story machine products have been continuously improved, making story machines gradually become a hot spot for consumption. With the development of the early education market, there are more and more domestic children's story machine production and management companies, and their product quality and technical level are more advanced. The story machine is a process of development and progress in the industry. The traditional story is simple, the content is small, the quality is generally developed, and the current appearance is lovely and diverse. It can be connected to the computer to replace the sound content, and the quality is more secure. This is the process of development and progress of the industry. As far as the current situation is concerned, the development trend of the story machine will be toward a more diversified and humanized direction.
Diversification is reflected in the shape and content settings. In view of the fact that the story machine design follows the trend and homogenization phenomenon, enterprises should work hard on the shape design, material selection and detail design of the story machine. Nowadays, many companies are already in action. For example, Anhui Jiabao newly launched the plush bear infested story machine to do some articles on the material, using high-tech simulation printing super-soft fabric, so that children feel more comfortable. This diversification will be reflected in more aspects to reflect the competitive advantages of a story machine product. In addition, the story machine needs a lot of thoughts on the hardware products, and more importantly, the content provided by the story machine itself. For example, when the fire rabbit was in the early days, it was looking for content authors to integrate high-quality Chinese and English children's songs, stories and other resources into the story machine of the fire rabbit, including excellent publishing houses and educational institutions at home and abroad. I have my own content development team.
Humanization is manifested in the functional settings of the product. In addition to lighting effects, recording and sleep settings, the story machine now emphasizes a parent-child interaction. For users of lower ages, parents can use the remote control to help children choose what to play. In addition, many brand story machines now have their own special story machine content download URLs, which are available for parents to download according to different age groups and content, and even have psychological analysis based on the content that the child chooses to listen to for reference. The fire rabbit and the small cloth story machine are representative of the product. The product is developed in cooperation with the Institute of Psychology of the Chinese Academy of Sciences. When the parents find that the child always likes to listen to a certain story, they can go online to evaluate the baby's psychological and behavioral development and select the website. The story recommended by the evaluation results. More user-friendly functional design will give the product a greater competitive advantage. It's key to make a difference in shape, content, and functionality when you want to introduce differentiated products.
Specifically, children's story machines need constant innovation.
(1) The cartoon image should be deeply rooted in the hearts of the people. At present, most of the story machines on the market are launched with cartoon characters. All kinds of cartoon characters make the story machine market full of vitality. There are rabbits, jingle cats and kitty cats, which make them unique, and the cartoon image makes children more Accept and love.
(2) The tongue recording can complement each other. The function of learning tongue is the so-called human-computer interaction, which is extremely helpful for children's ability to exercise language. The recording function can not only record the baby's words, but also record the parents' words and repeat them to the baby repeatedly. This kind of early education is really the best of both worlds.
(3) The sound of the sound is icing on the cake. The addition of the radio function and the audio function make it even more cumbersome. The addition of the radio function makes the story machine more user-friendly. It is not only for children, but also for the family, and the audio function is essential.
(4) Free download to do your heart. In addition to the solidified early education content, it has not yet reserved enough free download space, what content you want to download, as you like, you can customize what you think is good for your baby.
(5) Colorful lights, shining. The weak LED light releases a colorful dreamlike beam, just like the "lighting light" in the baby's darkness, so that the baby can feel its companion even at night.
Under the current wave of Internet+, traditional technology products are facing a redefinition. The traditional story machine can no longer meet the needs of people. Its storage is small, the content is difficult to find, it is difficult to operate, and the shortcomings of the function are displayed at different levels. The user's requirements for the story machine are getting higher and higher, which is both a disadvantage and a business opportunity. The group has also been looking forward to a product that can meet the above shortcomings.
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