"Children's Economy" Has Great Potential, "Foreign Goods" And Local Brands Lose In Cultural Absence.

　　 The most lacking elements of Chinese children's products are cultural elements.

"61" children's day has passed for half a month, but about " Children's economy The discussion continued. A survey shows that 45.5% of the families surveyed spend more than 1000 yuan during the children's day, and children's mobile phones, Apple tablet computers and more than 1000 yuan toys are hot selling products.

Children's market has become the main battleground for businesses. Children's clothing, supplies and toys are rising. Children's clothing is even more expensive than adults' clothes. But in this nugget war, it is worth pondering over the phenomenon that local brands can not compete with foreign goods.

　 "Children's economy" has great potential

In recent years, with the growth of China's national income, family education expenditure has increased rapidly, and the "children's economy" has grown rapidly. According to the statistics of National Statistics Department in 2009, China's infant industry has created an output value of about 900000000000 yuan. China baby industry research center points out that in recent years Baby market To maintain a growth rate of around 15%, the total size of the baby market in China between the age of 0 and 12 will reach about 1 trillion and 150 billion yuan in 2011, and the size of the baby market will reach 2 trillion yuan in 2015.

China is currently in the fourth wave of baby boom, and the number of newborns in 2008 has reached 16 million 80 thousand. This wave of baby boom has accelerated domestic consumption. Since 2000, the growth rate of baby industry has reached 30%, far higher than the growth rate of GDP9% in the same period. The family structure of "4+2+1" has also become the mainstream of the society. Children's status in the family and society is constantly improving. Children's consumption far exceeds the growth rate and growth potential of the adult consumer market.

Yu Guangjun, a researcher at Institute of Social Studie in Inner Mongolia, said that with the improvement of people's living standard and the life style of the only child, families often adopt a "positive pay" attitude towards children's consumption of products and children's service consumption, and at the same time, the promotion of children's products market is better than before. The prosperity of the market is also an incentive to promote children's consumption. Families are increasingly diversifying their emotional investment projects, especially in the growing cost of babies.

　　 "Foreign goods" in power

"Buy toys must be" Transformers, "the game must be IPAD2. Mr. Zhao and his wife, who live in Chaoyang District Ding Fu Village, are checking accounts for the past half month. Mr. Zhao said that buying gifts for children is proper, but the more expensive toys and electronic products make him feel a little fed up. "The prices of children's articles are really too high."

According to a web survey, Apple's electronic products, including iPad, are most popular this year on the "61" children's day.

Chinese consumers buy more luxuries for their children than any other country in the world. Recently, a survey of children's luxury goods jointly issued by luxury research company albatross business consulting company and Gu Teng consultant Co., Ltd. said that 60% of Chinese consumers now claim to spend more than 3000 yuan per month to buy children's luxury goods. "Children in China" luxury goods market How big is it and there is no detailed data, however, children's luxury goods have occupied a large share of the children's products market in China.

But the reporter noted that high-end children's products almost came from foreign brands, such as Dior, KENZO, Dicer and so on. Dior's small windbreaker, Armani's small shoes and Burberry's children's wear are priced at tens of thousands of yuan. In terms of children's toys, foreign brands also occupy a large market share. Since the "Transformers" series was released, Hornets, Qing Tianzhu, and natural enemies... Whether in Beijing, Shanghai or Xi'an or Nanjing, the 22.020,0.00,0.00% in the movie has led to the boom of several toys. Bobbi and bear Vigny are selling well for a long time. The famous international toy brand dinosaur egg series, pirate series of the Caribbean, Spiderman series, laser robot, magnetic force fighter, engineering vehicle series and so on, which are produced by Canada's us Jiabao, are expensive, but occupy a certain market.

　 Local brands are "obscure".

The main income of children's toy manufacturing industry is increasing at an annual rate of 40%. But in the face of such a huge consumer market, the domestic children's products are obscure. In terms of children's toys, there are few other products competing with the "foreign brands", except for the products of the Happy Goat series. In terms of clothing, there are few domestic brands. " Zhao Lian, a senior brand marketing expert in China's children's appliance industry and chief consultant of debbrand promotion, said in an interview with reporters.

China's children's toy industry is still in the initial stage of development, especially the so-called luxury children's appliances of high quality. Zhao Lian told reporters that because of the low entry threshold and the lack of standards in the industry, China's children's products are basically manufactured or copied. This is mainly due to inadequate investment in research and development of toys, and the lack of quality and brand awareness.

"Although China has more than 8000 toy manufacturing enterprises, it is not a toy power." Zhao Lian said that we are only big producers, but not powerful countries, not to mention high-end market, and even some ordinary children's products are also OEM.

For Zhao Lian's statement, the reporter has been confirmed from the head of a southern enterprise. "In fact, a lot of toys are produced in China, but after the OEM, the export is sold to the domestic market. After the gorgeous transformation, it has become an internationally famous brand of children's articles." In a certain place in Zhejiang, a large number of manufacturers specializing in processing toys and clothing are gathered. A company owner who does not want to be named has told the Chinese News reporter on the phone that they are currently producing many internationally famous toys. "How can we develop it without money or ability? Besides, processing earn a little money is enough for an enterprise to survive.

In fact, the reason why domestic toy brand competitiveness is not strong is that besides the low level of R & D, consumers' awareness of toy brands is also low. Good quality toys have been developed and marketed, but consumers are not buying it. It is also a headache for many toy enterprises.

　　 Competition is lost in cultural absence.

Experts say it is precisely because of the lack of cultural creation and the lack of creativity and promotion of children's products that leads to the dominance of foreign goods in the high-end market of children's products. Qiao Xinsheng, a professor at Zhongnan University of Economics and Law, told reporters that China's children's toys and clothes are not starting from today. But today, the reason why it is particularly obvious is that Chinese parents lack the confidence of culture and the consciousness of grassroots culture and tradition. Because of lack of cultural confidence, we worship foreigners and love foreigners. Because enterprises lack the consciousness of inheriting cultural traditions, they also try to imitate western products.

"The competition of Chinese enterprises has not yet reached the level of cultural competition, so China's children's products lack important cultural elements." Professor Qiao Xinsheng believes that the competition of products can be divided into three stages. The first stage is the competition between price and quality. The second stage is the competition between technology and patent, and the third stage is the competition between technology and standard. From the point of view of competition, from the competition of inventors to the competition of managers and from the competition of culture, the three levels of human civilization competition. At present, China's competition is mainly due to the competition between inventors and managers. The western developed countries have already seen the charm of culture, and enhance the overall image of products through cultural competition.

Prof Qiao Xinsheng said that China is still in the stage of imitation, and it is the main means of competition for many Chinese enterprises to imitate other people's products in all stages of competition. Only when we get rid of this cultural dependency mentality can we show the cultural connotations of Chinese products.

"In the past, children's products in China always gave people a sense that China's products belonged to low-grade products, and Western products belonged to high-end products. Therefore, copying Western products or buying western brands is an important way and means to raise commodity prices." If this mindset is not changed as soon as possible, then China will not have its own children's toys, children's clothing or other children's products. If you want to improve the competitiveness of your products, you need to dig deeper into Chinese culture and integrate culture into product design so as to form your own brand. Therefore, China still has a lot of work to do in the reform of cultural concepts.