Analysis Of Barriers To China's Infant Consumer Goods Industry

1, brand barriers.

Consumer concerns Baby The safety, comfort and functionality of consumer goods are more reliable and reliable. At present, the more mature brands in the infant consumer goods market are formed after years of accumulation. They are the results of long-term operation of related enterprises in product design, quality control, brand operation and channel construction. For new enterprises, it is difficult to build a brand with certain market influence in a relatively short period of time.

2, sales channel barriers

Sales network is the infant consumer goods brand to win the market and improve. brand Visibility and key factors to enhance product added value. The core shopping district's quality department stores have fewer channel resources, and the shopping mall has a higher threshold for choosing brands, and the number of products settled in the same category is limited; while the quality shops of the core business circle that open brand stores are scarce, and need strong brand awareness as a support. Therefore, the new enterprises should occupy the channel resources of the original brand, and establish and improve their own sales network, which takes a long time and a large market input.

3. R & D and quality control barriers

There are many categories of infant consumer goods, and have higher requirements for safety, comfort and functionality, prompting enterprises to have multiple product development capabilities and strict quality control systems. New enterprises lack deep understanding of production technology and market conditions, and are hard to form a strong R & D design and quality control capability in the short term.

4, management barriers

There are many types of products for infants and young children, such as relatively complex production processes and diversified sales channels. shoes The requirements for the ability of management and operation of enterprises are relatively high, and the comprehensive management capability of new enterprises in R & D, procurement, production, marketing network and personnel is difficult to form in the short term.