In 2015, after experiencing a rapid transition from high fertility rate to low fertility rate, China began to fully implement the second child policy in the face of population aging. Under the implementation of this policy, the number of newborns in China in 2016 has reached the highest annual record since 2000. The National Health and Family Planning Commission has published materials that by 2020, China will have a new birth of 17 to 20 million people each year. Industry people expect that China may usher in a "baby boom" this year.
In the middle of the last century, the Baby boom broke out in the United States. From 1946 to 1964, the birth population of the United States was as high as 76 million, accounting for about one-third of the current total population of the United States. These people form a huge consumer team. They have strong consumption power, low savings rate and investment-oriented financial management concept, which has made the US stock market and real estate industry more than ten years of glory.
In addition to forming a new consumer group, the infant's own spending power is also extremely objective. According to data from the home grid survey, during the period from 1950 to 1970, markets such as baby food, Disneyland, toys, and cartoons were extremely hot. From 1965 to 2000, the stock market value of consumer goods giants such as Coca-Cola, Nike, and McDonald's rose. 20 to 36 times.
The huge consumption potential also acts on the home appliance industry. With the increase in the number of newborns, the home appliance market has also formed an electrical appliance market, which is the main consumer of infants and children.
The next generation of investment does not count the cost, the market potential is hugeIn recent years, more and more young couples have changed from "small couples" to "four-person family." The “secondary economy†has also warmed up. The home grid has learned that the maternal and child market in 2015 will be 2 trillion yuan. By 2018, the maternal and child market will reach 3 trillion yuan, and the compound growth rate will reach 14.5% in three years.
Similarly, the children's electrical appliance market is gradually expanding. On the one hand, the population of the consumer population is expanding. According to the public data of VC Insights, the number of children aged 0-6 in China is expected to exceed 125 million in 2020. On the other hand, parents after the 80s and 90s have a higher premium. Acceptance, according to the survey of the home grid, the mother-infant family is relatively less sensitive to price when purchasing maternal and child products, and the emphasis is only 33.0%, which is far lower than the importance of ordinary consumption. Industry professionals expect that the future children's electrical appliance market will become the "new blue sea" of competition among many home appliance companies.
According to the home grid, this year's 418 appliance shopping festival in Suning, the mother and baby smart small household appliances were popular. Various e-commerce platforms have launched maternal and child cards, ranging from warm milk, egg cookers, hair clippers, steam sterilizers, water purifiers, purifiers, to washing machines, refrigerators, and even water heaters. "Caring" label.
Intelligent technology to open children's electrical appliances is not goodInfrared sterilization, high temperature disinfection, children's special TV... The children's electrical appliance market is getting bigger and bigger, and some products with a lot of gimmicks but not practicality are gradually appearing. In the case of children's television, the original intention of children's television is to protect children's eyes and to broadcast special educational content to growing children. However, in the eyes of parents, it is only necessary to strictly control the child's watching time to achieve the purpose of protecting children's eyes. In terms of education, children's songs, etc., parents can implement the software through ordinary smart TV installation. In addition, the prices of home appliances related to many mothers and children and children are raised to different degrees with ordinary home appliances, so when the children's home appliances purchased do not reflect professionalism or meet the needs of children, these Home appliances will be hit by consumers in the "cold palace"
According to the staff of Suning 418, hairdressers, breast pumps, warm milk and other household appliances that are convenient for mothers to take care of children are very popular, and appliances with smart technology are more popular: they can always be in constant temperature. Milk machines, baby monitors that can talk to children, baby music for children, and smart speakers with smart home interfaces, as well as smart cloud education robots, 4G children's watches from Keda Xunfei, and other high-tech products.
Industry people tell the home grid that although the maternal and child appliance market is a market with great potential, not every company can stand in this market. Targeted innovation companies and updated iterative products based on user needs can truly Going into the hearts of consumers. It can be seen that many home appliance companies have abandoned the stereotyped propaganda in the past, but designed and improved their products according to the problems and pain points in maternal and child education, children's education, etc., to better solve the consumer's experience. The problem.
According to the home grid, in the analysis of the characteristics of the "baby boomer" generation in the United States, scholars generally believe that the baby boomer generation culture is more optimistic, more willing to take risks, and behave more positively, and is an ideal consumer type. It can be expected that a new generation of consumers in China, which has grown up in a similar environment, will also play a positive role in promoting the future consumer electronics market.
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