After more than 10 years of development, the Chinese children's furniture market has received more and more attention and attention from domestic and foreign furniture companies. Whether it is product design, development, production or marketing, there is still a lot of room for improvement. June is the traditional promotion season for children's furniture. After nearly ten years of development, the Chinese children's furniture market has received more and more attention and attention from domestic and foreign furniture companies. Great market development potential According to the sixth national census data, China's young people under the age of 16 reached more than 300 million people, accounting for about a quarter of the national population. Such a large potential consumer group has made many furniture manufacturers regard the children's furniture market as a gold mine to be excavated. According to Zhu Changling, vice chairman of the China Furniture Association, children's furniture started in the late 1990s. After more than 10 years of development, it now accounts for about 10% of the domestic furniture market. According to industry insiders, the age of children's furniture is large, and children from 0 to 16 years old are potential consumers. The purchasing power is mainly from the 35-45-year-old consumer groups with certain economic strength. In addition, another major advantage of the children's furniture market is that it is not directly affected by the quality of the real estate market and has certain stability. The Chinese children's furniture market has now become an attractive "cake" for domestic and foreign furniture manufacturers. According to Zhou Dayong, general manager of Beijing Scania Trading Co., Ltd., who is the agent of Fulaisha and Mannich Furniture, when Freya entered China, there was no professional children's furniture category in China. Today, the domestic children's furniture market has purchasing power. It has attracted the attention of many international brands. â€œThe annual growth rate of Fleiss furniture in Germany is only 5%, while in China it has been several times. Any international brand will not abandon the Chinese market. The children's furniture market is particularly worthy of attention. Looking at the domestic local brands, in addition to the companies that have specially designed, produced and sold children's furniture, and the colorful life, many adult furniture manufacturers have raised their brains on the children's furniture market. The Harry Wood House series of children's furniture under the top 100 furniture has won wide popularity. The series of products of the Federal Furniture include youth furniture products. The furniture of the Dynasty also began to design children's furniture after the Guangdong Furniture Fair in March this year. The product is expected to be available for sale this year. Xu Hua, general manager of Dynasty Furniture Beijing, revealed that in the first-tier cities such as Beijing, Shanghai and Guangzhou, the children's furniture market is more dynamic, the company's gross profit can be as high as 60%, and the net profit can reach 30%. This is a piece of fat." Compared with the increasingly mature and competitively savage adult furniture market, the share of the children's furniture market has brought expectations to many companies. It is understood that the domestic children's furniture market is mixed, and there are thousands of children's furniture manufacturers, but there are few well-known brands with strength. In the furniture brand store, children's furniture accounts for a very small area. In the small and medium-sized furniture stores, although many children's furniture can be seen, most of them are unknown brands, and the quality of the products is rough. In addition, due to the long-term lack of relevant national standards and industry standards, children's furniture is basically produced using adult furniture standards, resulting in many problems in the children's furniture market. The reporter's investigation found that in the product design, the children's furniture market is highly homogenized, the style is similar, and the characteristics are not prominent. Most of the products are designed with cartoon characters and vivid colors; many small manufacturers are designed by copying brand products, lacking individuality and originality, and raw materials are not transparent; only a few well-known brands have formed themselves in children's furniture series. Design concept and style. Mr. Zhu, an industry insider, believes that children's furniture companies must develop their own styles and have their own characteristics in order to develop in the long run. At the same time, the children's furniture industry should also strengthen regulations and further improve the market. The low degree of branding is another shortcoming in the current domestic children's furniture market. Many consumers said that if you buy adult furniture, you can say a lot of well-known brands, but when you buy children's furniture for your child, there is no known name in your mind. Peng Peng, the director of the children's furniture brand, said frankly, "There are only industry brands in the field of children's furniture, and there is no market brand." Although a few well-known companies have begun to promote brands through image spokespersons, TV drama marketing, etc., the names of most children's furniture brands are still very strange to consumers. Sun Shuwei, deputy general manager of A home furnishing agency of Songbao Kingdom and Xingsuo, said that the current children's furniture market is at a semi-mature stage and has not yet reached the level of industry standardization and standardization. Whether it is product design, development, production or marketing, there is still a lot of room for improvement. Standard implementation may bring market reshuffle. It is reported that China's first national standard for children's furniture, "General Technical Conditions for Children's Furniture," is expected to be officially implemented in August this year. The introduction of this standard may end the current status of a national standard for children and adults. . Some furniture companies believe that the new national standard puts higher requirements on children's furniture raw materials, processes, equipment, etc., or will increase the price of finished furniture. Some consumers are optimistic about the new national standard to eliminate the safety hazards of children's furniture and improve environmental performance, but also worried that companies take the opportunity to raise prices. Huang Xiaobin, general manager of Colorful Life Children's Furniture, said in an interview with the media that children's furniture is sold at a high price, so the profit is also high. This is a misunderstanding. Children's furniture has higher requirements for material selection, pest control, production technology, equipment, etc., and the cost is correspondingly increased. Therefore, the price of most children's furniture is high. The new standard will strengthen the environmental protection and practicality of children's furniture making materials, which will make the production cost higher, and the prices of some SME products may increase in the short term. However, with the implementation of the new standards, the children's furniture will gradually become standardized, standardized, and mass-produced, and the overall market price will return to stability. The industry generally believes that if the "General Technical Conditions for Children's Furniture" can be promoted and strictly implemented in the market, it will play a stable and healthy development role in the children's furniture market. Once the children's furniture market is stable, it will attract more brands. To form a benign competition, the price will naturally fall back. According to industry experts, the implementation of the new standard can regulate the market, and the industry will be thoroughly reshuffled, so that some local low-quality, small-scale enterprises will be eliminated in the reshuffle, and the market will be purified. At the same time, foreign brands are likely to enter the domestic market in a big way, which will further promote product technology.
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