Some people say that women and children are the best to earn money. In China, children are the focus of every family, parents want to do their best to give their children the best: the best nutrition, the best toys, the best education, the best clothing, etc., but may be rare I heard someone say that I want to give my children the best furniture. We know that children spend a lot of time at home, especially before they are 3 years old, and they are active indoors for almost 24 hours. Whether the child has a separate room or sleeps with an adult, we often overlook the existence of children's furniture, except for the crib, you may find it difficult to think of other children's furniture.
On the occasion of this year's "Children's Day", Sina Home specially launched "2018 Children's Furniture Consumption Survey", aiming to guide consumers to correctly purchase children's furniture products, giving children a safe and happy childhood life, and also for children. A little inspiration for furniture manufacturers. As of May 28, 2018, more than 3,000 netizens participated in this nationwide questionnaire survey through Sina Home. The participants covered the whole country, and the number of people from the first-tier cities in the north, Guangzhou and Shenzhen accounted for 70% of the total. After investigation, we found that Chinese parents have the following trends when purchasing children's furniture.
Sixty percent of parents plan to let their children sleep in the room before the age of 9.
According to the survey, about 23% of parents plan to give their children a separate room when they are 3-6 years old. Parents who choose 6-9 years old account for about 23%, and under 3 years old account for about 16%, and 9 Over the age of more than about 38%. More than 60% of parents plan to give their children a separate room over the age of 9.
Children under the age of 3 also lack the ability to live alone, and need to take more care from their families, and even fear of independence. Children over the age of 9 begin to need their own private space, and many things they may not want parents to know. For children who are becoming more and more sensible, parents need to maintain a certain distance from them, which is good for the physical and mental health of the child and the cultivation of independent personality.
More than half of parents are most concerned about the environmental and safety issues of their products.
According to the survey, the preferred factor for parents to purchase children's furniture is environmental protection. About 26% of people choose this item, with 25% safety, 21% quality, 20% price, and 18% function. 14%, brand accounted for 14%, after sales accounted for 14%.
Environmental protection and safety have become the two main points of the project when parents buy children's furniture. The total number of items is more than 50%. More and more parents put their children's health first. Secondly, the price/performance ratio is also very concerned by parents. The function and color are closely followed. As for the brand and after-sales, it is ranked last, indicating that the brand image of children's furniture has yet to be established.
In the "material selection" problem, solid wood accounted for 40%, board accounted for 16%, fabric accounted for 15%, plastic accounted for 14%, metal accounted for 13%, and no special requirements for materials accounted for 14%.
40% of parents prefer solid wood children's furniture, and think that solid wood furniture is more environmentally friendly and healthier, even if the price is high. Only 16% of the plates are selected, because the composite plates may have problems of excessive pollution during use, so parents with economical conditions generally do not consider the plates but the solid wood. Although metal and plastic are more convenient in terms of furniture, many parents do not want to consider children's furniture of this material for safety and environmental protection.
Nearly 60% of parents consider buying children's furniture from physical stores
More than 57% of parents still choose to go to the store to buy, but about 39% of netizens are willing to buy children's furniture online, and 29% of netizens choose other purchase channels (such as friends' recommendations). Although the current consumer choice for children's furniture is still to the physical store hypermarket, but with the rapid development of e-commerce online shopping, the major children's furniture network brand flagship store continues to open, nearly 40% of parents began to accept online shopping this convenient way .
The biggest concern for parents of online children's furniture is product quality.
Although online shopping for children's furniture is gradually being accepted by consumers, there are still many parents worried that online shopping furniture will have the following problems: About 40% of parents worry about the quality of online shopping furniture products, about 31% of parents worry The goods are not right, it has become a "seller show and buyer show"; about 29% of consumers have no confidence in the after-sales service of online shopping furniture; in addition, about 27% of parents worry that furniture can be bought back to install itself may be a problem; About 26% of consumers are concerned that the goods are prone to damage during transportation.
Online shopping is always trading across the screen. For non-standard products such as furniture, consumers can only rely on imagination for the details of the product. Therefore, if things are bought home as they wish, there will inevitably be some deviation. Although the online shopping method saves the time cost of shopping, it may bring trial and error costs, and the problems such as the wrong board, after-sales service, installation and maintenance, which are common in online shopping, are more prominent. The third-party logistics is in the transportation process. Product damage caused by it is also a topic that consumers and businesses are most likely to have disputes.
Nearly 60% of parents choose the whole house custom children's furniture
According to the survey, about 57% of parents like to purchase children's furniture in the whole house, and about 43% prefer to buy a single piece and then match it. In recent years, the overall multi-functional children's home is gradually becoming more popular with consumers. The brand can tailor children's furniture to children according to the size, space and functional needs of consumers. We predict that this proportion will become larger and larger.
30% of parents are completely ignorant of the warning signs on children's furniture
Although parents are generally concerned about the environmental and safety issues of children's furniture, more than 30% of parents said that they “don't know what a warning sign isâ€; only about 48% of parents said they would pay special attention to warning signs when they shop; About 21% of consumers know the warning signs, but they don't pay much attention to them. We still recommend that consumers carefully look at the warning signs at the time of purchase to avoid buying counterfeit products that do not meet the relevant national regulations.
60% of parents worry about environmental problems in children's furniture
According to Sina's home survey, it is concerned that furniture environmental protection accounts for nearly 60%, but sharp objects account for 54%, and 38% of parents, but inappropriate size will affect the child's development and cause physical damage.
Parents are more concerned about environmental damage than product design safety. After all, safety problems can sometimes be circumvented through protective measures, but environmental problems are intangible long-term injuries, and the consequences are often not as simple as accidental injuries. According to statistics, a large proportion of Chinese children with leukemia are related to family decoration, which is precisely related to excessive formaldehyde. Similar reports continue to flood the mainstream media, making parents increasingly worried about whether their children have long been exposed to environmentally polluted home environments.
Which children's furniture brands are most recognized among consumers?
We selected a well-known children's furniture brand in the market for participants to vote. The result is that I like to rank first with 19% of the votes; 18% of colorful life, I love my family MoKKi 18%, Ximengbao 16% followed; the latter ranks are 14% of Songbao Kingdom and 13% of Love Castle. Cool, 12%, COLOMBINI 11%, and FLEXA 11%. It can be seen that the gap between brands is not too big.
Although the quality is more likely to impress consumers when buying children's furniture, as the market matures, children's furniture brands will be equal to quality. More love, I love my family, cool and other brands have gradually formed a certain market size, and form a diversified competition pattern with foreign brands.
In addition, the development speed of children's furniture e-commerce can not be ignored. We compared the situation of several well-known children's furniture Tmall brand flagship stores: from the number of shop collections, there are 410,000 people, 4 million people like Ximengbao, 140,000 people, and 60,000 people in colorful life. In terms of the number of commodities, there are 204 colorful life, 198 hi Mengbao, 137 favorite, and 127 cool; from the sales of nearly one month, Ximengbao 4.32 million, cool diffused 2.32 million, colorful Life is 2.1 million, and it is 1.78 million. The brand with the highest attention is cool, and the brand with the highest volume is the colorful life. The highest sales volume is Ximengbao.
Edited
With the increase in cognition and consumption, children's furniture has gradually become a rising star in the furniture industry. According to the "2017-2022 China Children's Furniture Industry Market Development Status and Investment Prospects Forecast" report, more than 300 million children under the age of 16 in China account for about a quarter of the country's total population, but China's children's furniture is in the furniture market. The proportion is only about 5%, and there are less than 200 professional children's production enterprises with brands. This fully demonstrates the huge potential and development space of the children's furniture market. From January 1st, 2016, the “Comprehensive Two-Child†policy was officially implemented. After the implementation of this policy, it is expected to bring 8 million newborns within five years. The proportion of children's household consumption will continue to grow. It is expected that children's furniture will remain in the next few years. Can maintain a high growth rate of more than 10%.
However, in recent years, we have also heard many discordant voices. The unqualified rate of sampling for children's furniture has remained high. Even some well-known brands have also been listed on the “black list†of the Trade and Industry Bureau and the quality supervision department. Every June 1st Children's Day, the safety of children's furniture has become the focus of discussion. Compared with physical stores, the quality of children's furniture on the e-commerce platform is even worse. Counterfeit products are popular. As the proportion of online children's furniture has increased year by year, the consequent rights complaints rate has also risen. Sina Home wants to remind parents that children's furniture is different from adult furniture. It requires higher environmental and safety performance. When purchasing, in addition to considering functions and colors, it must be considered in terms of environmental protection and safety.
(Sina Home Information Center: Xu Youxin Gaoxiang)
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