In the last 11 years, the first marketing carnival in the fourth quarter, which was expected by the home furnishing industry, ended one after another with the evaluation of "limited recovery" in many parts of the country, and the consumption enthusiasm at the beginning of October was slightly worse.
It is worth noting that the Consumer Insight Report on the National Day Holiday recently released by the JD Institute of Consumer and Industrial Development shows that the new trend of service consumption is obvious only with the home market transaction data in the first few days. Customized services increased by 10 times, mainly including overall customization and children's room customization.
"No more pain than pain" is the concept that most Chinese people have always believed in. Combined with parents' attention to children's housing environment, changes in consumer demand and structure, and the promotion and implementation of the three child policy, it has established the advantages of children's home market rising against the trend and promoted the exploration of children's furniture industry towards a broader development prospect.
Rapid growth of customization demand
The 2021 China Children's Furniture Market Research Report shows that the market size of China's children's furniture industry will be 141.9 billion yuan in 2020, an increase of 8% over 2019. In the past five years, the compound annual growth rate of children's furniture has reached 8.5%. In the future, it will grow steadily at a compound annual growth rate of 6.8%. It is estimated that the market size will exceed 180 billion in 2024.
At the same time, as a subdivision of residential furniture, children's furniture development is affected by the overall trend of the home market. In the upsurge of whole house customization, the trend of high-end, personalized and customized children's household consumption is obvious.
Grasp the two pain points of customization for children
One is product design capability. Compared with traditional children's finished furniture, children's customized furniture continues the "gene" of whole house customization, focusing on the individuation of space layout, the compatibility of furniture design flexibility and multi-function, and the granting of aesthetic preference. Generation Z has gradually occupied the mainstream consumer market and become the "parent generation" who has the right to speak and make decisions on consumption. Under the background of intensive material and spiritual civilization, they have more independent and diversified aesthetic orientations.
The market is generally full of childish presentation methods, which are often not really designed according to the shape, preferences and living habits of Chinese children. There is still room for improvement in professionalism and aesthetic functions. The pressure of market competition is gradually emerging. If you want to occupy a favorable position in the children's furniture market, you still need to promote the birth of more professionals in this field. More designers pay attention to new design concepts, form differentiated brand competitiveness with unique design styles and positioning, and create children's home solutions that meet consumer needs.
The second is the quality of environmental protection. With the rapid development of children's customized furniture market, such problems emerge in endlessly, such as excessive formaldehyde content, potential safety hazards in product structure, etc.
In addition to IKEA, which was fined about 434000 yuan for selling unqualified children's furniture products, the Notice on the Random Inspection of the Quality Supervision of Furniture Products in 2021 recently released by the Guangdong Provincial Market Supervision and Administration Bureau showed that 12 of the 45 children's furniture products were unqualified, including child care technology, which was widely concerned because they were on the quality blacklist.
Compared with other ordinary furniture, children's furniture is mainly aimed at consumer groups aged 0-12, and its use habits, physical conditions and other aspects are quite different from adults. Generally speaking, consumers mainly pay attention to environmental protection, safety and other factors when purchasing children's furniture. At the same time, the improvement of the public's awareness of environmental protection will put forward higher requirements for the material safety of children's furniture products. The first element is to guide the production design with environmental protection concepts. At the same time, it will be implemented in the management system, and in coordination with the future more refined quality standards of relevant departments, to create furniture products conducive to the healthy growth of children.
In the "blue ocean" of the children's home market, in addition to the urgent improvement of design strength and security, from the perspective of enterprise management, many aspects such as channel empowerment, supply chain integration, and delivery services still need to build their own advantages, find a core handle to the children's home market, and really set off a new wave of upgrading children's home.
