China's Infant Market Has A Large Local Brand Share Of Less Than 30%.

In 2010, in the 12 billion yuan online overseas purchasing products, milk powder accounted for 2 billion 400 million yuan.

A few days ago, the China Chain Store Association released the report on the survey of China's franchise investment boom in 2011, and the retail business of infant products was regarded as the industry with the greatest potential and investment value. As report goes, Infant industry According to a data released by the research center in April, the total size of the 0~12 baby market in China in 2011 is about 11500 billion yuan. In recent years, the baby market will maintain a high growth rate of about 15%. By 2015, the baby market will reach two trillion yuan.

The so-called baby industry refers to 0~12 years old infants and parturients, pregnant women as the main demand and oriented industries. Its products and services cover baby food, feeding supplies, toiletries and baby toys. Pregnancy baby clothes , lathe (travel), early education, mother and child services. The infant industry is also known as the sunrise industry in twenty-first Century because of its broad development prospects.

In March 2010, Xie Hong, President of the Hangzhou baby industry association, said at the sixth summit of the international women and children Expo. In 2012, China will become the world's largest infant consumer market. First of all, China's "post-80s" and "post-90s" will enter the stage of marriage and child birth. This situation will last until 2025. Secondly, the sustained high growth of GDP in China will lead to overall consumption growth. The third is that China will benefit from the transformation of China's economy.

According to a survey by the Hangzhou baby industry association, each family spends at least 5000 yuan a year on a baby girl, and the sales volume of milk powder in China alone is as high as 50 billion yuan. In addition, many consumers buy high-end baby gifts to give relatives and friends, and baby gift market is also growing.

In such a huge market, how many pieces of cake can domestic enterprises divide into? At the 2010 China high end baby industry global summit September 2010, Wang Yaomin, chairman of I-BABY, pointed out that International Baby brand The market share of China's baby brands is constantly eroding, and local brands are less than 30% in the domestic market.

Wang Yaomin said that at present, the market access threshold of the domestic infant industry is relatively low, and the relevant national standard system needs to be improved. At the same time, there is still an authoritative industry association to supervise and restrict the baby industry. For example, children's beds, children's cars, etc., due to the lack of national standards, many domestic brands circulated in the market can't meet the standards of European and American countries.

Generally speaking, the development of infant industry in China is still at the beginning stage, and the market is not mature. The development bottlenecks such as inadequate industry regulation, low concentration of production, weak R & D capability, uneven quality, lack of well-known brands and lack of integrity of enterprises have hindered the healthy development of the industry. {page_break}

In addition, there is still a problem of unbalanced development structure in China's baby products industry. It is understood that the United States baby products consumption structure, toys accounted for roughly 50%, 30% of food and clothing, clothing and clothing accounted for 10%. In China, toy consumption accounts for only 5% of total expenditure, and diet accounts for more than 50%.

For baby industry, the most critical issue is safety. The exposure of melamine and precocious milk powder has led to a crisis of confidence in domestic enterprises and more consumers are turning to foreign brands. China's e-commerce market data monitoring report, released by the China Electronic Commerce Research Center, shows that milk powder accounts for 2 billion 400 million yuan in the online overseas purchasing products of up to 12 billion yuan, second only to cosmetics, ranking second among the most popular ten sea foreign products purchased by consumers. 2010.

At the seventh China International Fair for women and children, held in Hangzhou, Shi Jinchuan, an economics school of Zhejiang University, said that the main constraint on the future development of China's baby industry is not the demand of the market, but the supply and demand. The main constraint of supply and demand is the non-standard market competition, including baby industry and products. "The important manifestation of this market competition is the hidden danger of food safety. The deeper factor behind the food safety is the consumer's doubts about the integrity of the enterprise."

How does the domestic baby brand win the consumer and occupy the bigger market? In the "2010 China high end baby industry global summit", Li Guangdou, a famous brand strategy expert, suggested that China's baby products manufacturers should focus on channel sinking and brand upgrades. The baby brands should not limit their vision to a second tier city, and the three or four line cities and townships are also very large.

For China's infant industry, the road to maturity is still long. At present, there are about 27 million newborns per year, and many families use 6 people's income to raise one child. But baby products are different from other products, and the credibility crisis caused by dishonesty is more difficult to recover, because no one will try to take children's safety and health "trial and error".

The health of infant industry is not only related to the development of enterprises in the industry, but also to the happiness and sense of security of millions of families. To rebuild trust, we must solve the safety problems and quality problems of products. The state should improve the regulatory system, formulate strict product quality standards and industry standards, and change the current situation of the lack of infant industry standards. The baby industry involves long industrial chain. We should strictly control the production line and monitor all links such as production, transportation, sales and so on, so as to ensure safety specifications.

As Jiang Nan Chun, chairman of the Focus Media's board of directors, said, the infant industry should set up the internal value system of the industry as soon as possible. Besides having good equipment, good technology and good management, it must also have a correct business motivation. Because baby industry is a conscience industry in the final analysis, without conscience, the whole industry will lose its future.