Opportunities In Children'S Home Appliances Industry

Some home appliance enterprises have been struggling for years to find out what children's refrigerators, children's washing machines, children's televisions and so on on the road of children's household appliances, but they have to stop production because of low profits.

At the same time, some small appliances for infants and young children are increasingly popular, and some annual sales growth has reached 200%.

Experts point out that children's appliances are not without the market, but some enterprises choose the wrong way.

A few years ago, the traditional children's household appliances were not valued. The furniture, such as TV sets and fridges, appeared in the household appliances market. They attracted people's attention because of their simplicity, but some of them had been discontinued, because these cute little guys could not bring profits to the enterprises at all.

The "little picture Fairy" of Konka has set off a frenzy of children's TV in the color TV industry. Besides, there are Haier's Frog Prince TV, Ronshen's cartoon washing machine and so on, and there are no less than 20 cartoon household appliances in the household appliances market.

According to the head of a household appliance store in Beijing, the majority of cartoon household appliances could not be sold in one month, and children's household appliances gradually disappeared in the market.

The refrigerator of Kelon children's refrigerator is known as "100 million yuan before and after investment". When Kelon started from children's health, it launched the slogan of "new concept of children's health".

KELON believes that children's refrigerators focus on storing 4 categories of children's food, so they are different from adults in terms of volume, appearance and function. In their design concept, the appearance is for the needs of space design.

But now, Kelon children's refrigerator has been shut down, the reason is that sales can not go, funds are always in a state of being unable to make ends meet.

Children's home appliances are cute and cute. Why can't they please consumers? Experts believe that children are not real consumers, and whether they decide whether to buy children or their parents is very limited.

A family member of a 12 year old daughter in the family said to the reporter: "they say there are enough rooms and money to decorate a children's room.

Besides, every day I'm afraid of watching TV for children to delay learning, affect eyesight, and how I can buy her a TV set alone. "

Parents are not interested in children's home appliances. Children seem to have little interest in electrical appliances specially designed for them.

A staff member of Beijing Bay sub store said that MP3 and reread were popular among primary and middle school students, because they were easy to carry and helpful to study, and parents did not object to buying them for children.

But TV, fridge and washing machines are different.

Adults are also fond of cartoon shapes. The real users of children's appliances are adults. Children's appliances meet their individual needs.

Reporters learned from several home appliance stores that the cartoon style and bright colors of children's household appliances conform to the new, unusual and special tastes of many single white collar women.

According to the understanding, children's household appliances have little difference in function from ordinary household appliances, especially TV, mainly in the form of cartoon, color diversity, light weight, small size, and the addition of several functions that are suitable for children. In those days, Haier also launched the first TV set with the word "children", that is, the "14 inch Frog Prince" TV set, with personalized cartoon design, large eyes, dark green skin, and similar to the frog prince in the fairy world. But in function, it has 3 kinds of puzzle games, reminders and restricted viewing functions.

The reporter also saw "kettle cat" shaped electric kettle, toy car cleaner, rabbit bunk drinking machine, Penguin humidifier, pet cat egg maker and so on. Although these products have produced signs for children's household appliances, they are virtually the same as ordinary household appliances.

In the city of Xujiahui, Shanghai, there is a shop named hansbaoli.

It contains more than 80 LCD TV sets, and its appearance completely subverts tradition.

The plush animal series LCD TV, even the appearance of material is soft plush; Disney series TV has Mickey Mouse, Winnie the Cinderella, spotted dog and so on; the pport series TV includes a variety of models, the car body can be separated from the truck, archaize steam trains, realistic fire engines, and so on, and more interestingly, their remote controller has become the driver's appearance; and the red apple LCD TV is usually a beautiful apple, when you open the door, you can see the screen and apple meat, apple core.

The price of the 9.6 inch LCD TV ranges from 2800 yuan to 3980 yuan, 15 inches is about four thousand or five thousand yuan, and the largest 23 inch "rebounding king" LCD TV price is 9880 yuan.

Gong Weimin, marketing manager, told reporters that red apple LCD TV had been sold out of stock, and buyers and users were mostly adults.

Therefore, she believes that when it comes to children's household appliances, in order to sell well and win the market, the key point of product design is to consider the habits of adults.

There are a lot of small household electrical appliances for infants and young children.

In families with children, they almost become essential, but so far no famous domestic enterprise produces such products.

These small household appliances are quite abundant. They include electric toothbrushes, milk warmers, sterilizers, nail clippers, music closets, portable wireless monitors for babies and infants, ozone sterilizers, electronic mosquito repellents, infant music bowls, temperature measuring alarm spoons, etc.

At present, the design of infant appliances basically takes the route of imitating foreign products, such as imitation of British AVENT, Germany's NEK and other brands.

These small appliances are all mini type. They are too small to be small. As auxiliary products, they can bring exceptional convenience to young parents.

Like a warmer, the milk can be kept in a temperature for 24 hours, so that the appropriate temperature of the milk can be sent to his mouth at the first time when the child needs it. There is also a sterilizing pot which can sterilize five or six bottles at the same time, save a lot of time to boil the bottle, and children can eat easily and distract, and the music bowl can attract him to refocus his attention on eating.

The price of these small appliances is not bad. A German brand of milk bottle sterilizer is priced at more than 700 yuan, and a warm milk device also needs more than 300 yuan.

Because the design is highly targeted, although the infant and small appliances start late, the market growth rate is very fast.

According to a salesperson at a chain store of infant and child products, when the expectant mothers prepare things for their children after birth, the sterilizer and the milk warmer are indispensable appliances.

According to incomplete statistics, the growth rate of infant electrical appliances market was 200% last year, and the market share of 8 billion yuan in the next three to five years is expected.

According to our understanding, at present, infant electrical appliances do not choose supermarket sales channels for mass consumption. On the contrary, they also deliberately avoid this channel.

Because mass channels mean fierce competition and declining profits.

They choose to take the professional route, the first choice is infant and infant products shop, because in this channel, manufacturers can guide and educate consumers through strong promotion support, so that they can be changed from recommended consumption to active consumption.

The reporters also learned that the profit of these small appliances is basically 20%~30%, while the profit from the retail sector is as high as 50% - 60%.

Experts believe that the key to children's household appliances is to meet children's needs and price stability.

The traditional children's household appliances have gone downhill, mainly because they have not found suitable product routes. Nowadays, infant appliances have brought new opportunities for development in this field.

Xu Qiyun, editor in chief: