Who Fed The Children's Appetite?

A brand children's short sleeved T-shirt is often two hundred or three hundred yuan; a pair of big hand Italy imported sandals sell for 780 yuan; a Transformers toy sells for 1199 yuan... With the coming of "61", the business war of children's consumer goods in the shopping mall is surging. Despite the sale of special promotional cards by special counters, the prices of many commodities are still surprisingly high. From clothing, toys to school supplies, more and more children's products tend to be aristocratic and extravagant. "The" 61 "children's consumption" products are becoming more and more popular. Even so, parents who are willing to pay are everywhere. A child's expenses even account for half of the total family income.

Let children's high consumption become the common practice? Yesterday, the reporter launched an investigation.

"Wang Meng's father bought her a small computer as a children's Day gift. Why don't you buy it for me?" This year, but 9 year old Duo is wearing tears to his mother "quiet" accusation, and then used the hunger strike "killer", eventually changed to the grandparents' compromise. "She looked at her schoolmate's netbook, and had to spend more than more than 2000 yuan this weekend." Yu Jing told reporters reluctantly that such a game started from the children in the kindergarten class, from Bobbi dolls, palm games consoles, cell phones, brand-name children's clothing to the current netbook, almost every success. Yu said that her husband and her husband's monthly income was only 5000 yuan, but taking into account that "poor children can not be poor", they have never been stingy with their daughters' consumption. The average monthly import of vitamin tablets, brand costumes, piano dance courses and so on is about 3000 yuan per month. "Fortunately, there is support from both parents, otherwise normal life is hard to maintain."

In fact, children like duo are not alone, the temptation of merchandise, the ubiquitous advertising hypnosis, and the affectionate consumption imply that innocent children are involved in the trend of consumerism without mercy. Yesterday, the reporter saw in a shopping mall in the East, Ms. Hou, who lives in Laoshan District, was buying shoes for his 1 year old son. The shoes with big palm were sold to over 200 yuan. Hou told reporters that in order to let her son eat safely and nutritious and dress comfortably and respectfully, only one son spent 3000 yuan a month, which was half of his family income.

Educational toys sell to 2218 yuan.

Journalist survey

Later, reporters visited the shopping centres such as Jia Shi Ke and Mackay Le, and found that the prices of children's consumer goods are indeed high. The traditional puzzle toys that used to be popular in the last century, such as jigsaw puzzle and building blocks, have returned to an inconspicuous position. The value of nearly 1000 yuan of remote control cars, up to 1000 yuan per Transformers, and two hundred or three hundred yuan Bobbi dolls occupy a favorable position in the shopping mall. One of the modern educational toys produced in Switzerland has sold to 2218 yuan. On the children's wear counters, children's sandals with big brands in Japan and Italy have sold a high price of four hundred or five hundred yuan, and the most expensive leather sandals are priced at 790 yuan. High end stationery is also not uncommon. A brand schoolbag priced at four hundred or five hundred yuan, several hundred yuan of pencil sharpeners and more than ten pieces of neutral pen has become the epitome of high-end consumption of children.

"Now parents are willing to spend money on children, but the brand and the high-end are more popular." A salesperson at a shopping mall told reporters that the sales of toy cars at a price of four hundred or five hundred yuan a week could reach ten thousand yuan, while the imported children's shoes in Italy were four hundred or five hundred yuan and a pair, but the market reaction was very good.

Compensation psychology promotes high consumption 

Who is making children's consumption more and more popular?

Jiang Zhonghui, Professor of management at Qingdao Ocean University, said that the compensation psychology of parents is the main reason for the high consumption situation of children's consumption market. Because they are usually busy at work and have no time to play with their children, many parents feel guilty, so their parents will "compensate" their lack of concern by buying "big gifts" and "high consumption". Plus many high-end products are those parents have no chance to get into contact with children during their childhood. The idea of "letting children lead a better life" encourages parents to spend heavily on their children to enjoy more and more high-end consumption.

In addition, with the development of society and the popularity of the comparable wind can not be ignored, parents are generally worried that their children in front of other small partners because of the material conditions "shabby" by "grievances". "The family mode of" 421 now "has helped to increase the consumption of children. Professor Jiang Zhonghui told reporters that all the fast-moving consumer goods located in the family, the first round of the spread of the main audience, is children and the elderly. The new products developed by the manufacturers have also made children's curious children "guard against difficulties", focusing on the financial resources of 4 old people and a pair of parents, making these consumption go all the way.

It is recommended that children's consumption should be enough. 

"Caring for children is the nature of their parents, but if they are too old, children's consumption should be enough." Professor Jiang Zhonghui believes that the parents of "loving children" provide the merchants with moist soil to create an atmosphere of comparison, and gradually develop the consumption habits of children's vanity and extravagance. In a certain period, parents play a key role in training children's consumption concept. It is suggested that parents should take the economic situation according to their abilities. Under the premise of ensuring their children's normal growth needs, they should reduce their pursuit of the brand and grade of their children and the consumption of non essential goods.