How does the homogenization competition bind the children's industry?

According to the results of China's sixth census, more than 220 million children aged 0-14 in China accounted for 16.6% of the total population. With the implementation of the comprehensive opening of the second child policy, it is expected that in the next five years, China will usher in the fourth baby boom, and the trillion-dollar Chinese mother and baby market will fully enter the era of high growth rate. With the continuous upgrading of parents' consumption concepts after 80 and 90, the children's industry has turned into a red sea.

According to RET Ruiyide and China Business Data, the monitoring data of 42 key cities across the country show that between 2011 and 2015, the total business area of ​​children's business reached 9.161 million square meters, an increase of 538.8% in five years, children in shopping centers. The proportion of the industry also rose from 5% to 15%, especially after 2013. For the mall, the children's business is already a very big cake, and this cake will become a driving force, which will make people from all walks of life change towards this industry. However, with the addition of more competitors, the problem of homogenization of children's industry has become increasingly prominent. The following four blocks of catering, children's wear, toys and playgrounds are analyzed to analyze how to break the deadlock of serious homogenization and high brand repetition rate.

Children's dining theme, innovative experience

In recent years, China's children's catering industry has developed rapidly, but at the same time, the homogenization competition among catering enterprises has become increasingly fierce. At this stage, there are stacked and imitative types, and there is no core competitive operation mode. The quality cannot truly meet the sustainable development of the children's catering industry, let alone the brand effect.

In addition, with the gradual entry into the ranks of parents after 80 and 90, they hope that their offspring will be creative. The theme of the children's food industry, the integration of amusement, manual DIY and other diversified business theme brands can get a higher starting point in the competition.

Chuck E. Cheese's

Theme restaurants that children in the country can't resist

Chuck E. Cheese's, a well-known children's themed restaurant in the United States, provides a place for children to eat and play, as its propaganda slogan advertises, making children really like a child here.

Approaching Chuck E. Cheese's, you can see a colorful, eye-catching cartoon mouse on the store. Before entering the venue, you need to go to the kid check area to seal the seal, and the seal numbers of the parents and children are the same. When the tourists leave the restaurant, they are checked by the commissioner to ensure the safety of the children.

Stepping into the spacious dining room is like walking into the ocean of joy. Parents and children, savour burgers, pizza, salads, sandwiches and a variety of drinks. A party area was specially planned in the restaurant, with a small stage in the middle, a long dining table surrounded by colorful balloons on the back of the chair.

In the game area, the children's puzzle and body games are the main items. The children are busy shooting, smashing, rocking, making pottery, making handicrafts, baking biscuits, playing musical instruments, etc., and the younger ones are jumping on the drill pipe and spring mats on the other side of the jumping game area. From time to time, a happy scream is heard.

In addition to a variety of amusement machines for children, there is also a game console for parents and leisure, as well as a comfortable parental lounge area where parents can relax and enjoy a rare afternoon with hot coffee.

If there is a birthday party, Chuck E. Cheese's will give birthday gifts to children who have birthday hats, balloons, ice cream, etc., and Chuck E. Cartoon Orchestra will play free birthday songs for children to create a very warm atmosphere.

Combining dining with a playground, Chuck E. Cheese's is loved by American children. From the menus that focus on eating and drinking, to fun, healthy and safe games, to the relaxed atmosphere, Chuck E. Cheese's not only makes children linger, but also makes parents happy.

Personalized breakthroughs in children's wear to meet diverse needs

In recent years, the scale of children's wear in China has continued to expand and maintains a high growth rate. In 2015, the size of China's children's wear market reached 137.2 billion, with a growth rate of 8%. With the opening of the second child and consumption upgrades, the market size is expected to exceed 150 billion by 2017. Against the background of sluggish demand for the environment, especially in the context of the slowdown in the growth of the adult apparel market and the saturation of the men's and women's apparel market, the rapid growth of the children's wear market is particularly eye-catching and has become an emerging growth area for the development of the apparel industry. .

However, the current homogenization of children's clothing is serious. Except for some children's clothing with special styles or clothing for a certain age group, most of the brand image and target group are not prominent enough. A global children's wear market survey released by Technavio in 2016 also shows that people spend more and more on children's wear, but consumers are more diversified than before.

Maya

Personalized, fashionable children's wear favored by new generation consumers

The original design Maya children's wear from New York has entered the Chinese market since 2014 and immediately became a favorite brand of the mainland, Hong Kong, Macao and Taiwan stars. Maya insists on the concept of “health, transcendence” from the perspective of consumers, and achieves a children's wear brand that is at the forefront of fashion.

In terms of design concept, Maya preaches that the child has an independent, courageous and kind character: not a mummy baby in the greenhouse, but a sports boy in the sun, not a proud princess, but a loving angel, who does not need to be slick, To be sensational, you only need to maintain confession and truth.

Therefore, in terms of fashion design, Maya has always adopted fashion aesthetics and high quality as the basis, adopting the original design of top children's wear designers at home and abroad; insisting on pursuing natural raw materials and strict quality inspection to continuously develop safer, more comfortable and trendy. High-grade products are the target; in color, we use a colorful color scheme that helps children to open their imaginations, and outline a world of infinite possibilities.

From material selection, workmanship, color matching to big-name designer design, Maya guarantees excellent product quality; while marketing promotion emphasizes “star selection” and “star baby preference”, and the appeal of star and star children. The fan effect quickly established a high-end brand image. Therefore, the audience chooses Maya, no longer just pursues individuality and fashion. Accurately speaking, it is more like leading personality and fashion. The demand and purchasing power are naturally very strong.

Children's toys, strengthen brand effects, stimulate emotional needs

The biggest lack of the domestic children's toy industry is the lack of brands. At the end of the brand competition is cultural competition and human competition. As the former president of Coca-Cola said, you will not find a successful global brand. It does not express or exclude a basic human emotion. The world-famous "Hello Kitty", "Teddy Bear", the domestic classic "Pleasant Goat and Big Big Wolf", "Bear Infested", etc., all represent a certain image and emotional subject.

In general, toy consumption is still more emotional than rational, how to stimulate people's emotions, is the primary problem that the toy industry must solve in terms of brand.

Teddy bear

Life-giving emotional support

In 1989, a rare red teddy bear named Alfonzo was auctioned for £1,11,000 and was collected in a museum at the Teddy Bears of Witney store; the 1904 version of the cinnamon teddy bear – Teddy girl (Teddy Girl) set a global price of £110,000 in 1994; a black Teddy mourning bear (600 made after the Titanic shipwreck) was sold in 2000 for £17.75. Teddy bears have many fans around the world, and some even reach the level of magic.

What makes the teddy bear so attractive? The main reason is that the manufacturer gave it life, making it no longer an ordinary toy, but also a friend and emotional support of the owner.

For a teddy bear enthusiast, each bear has its own different expression (the teddy bear is still a handmade product, so different bear expressions are really different) and have their own unique personality. They called their own group of bears "hug", each bear is a "hugster."

Companionship, love and enthusiasm, the vitality and appeal of the teddy bear, reverse strengthen its own brand effect. This has become a well-known secret of branded children's toys. Consumers fall in love with it, so wherever the heart is, it will spend money.

Playground, centered on experience, from "special" to "full"

At present, although the forms of parent-child consumption are becoming more and more abundant, the children's formats in major shopping malls are similar. For example, a children's playground with a comprehensive business format should be used to assist in the development of children's creativity, but it is a state of follow-up and imitation. As a result, the core competitiveness has been lost, and the children’s playground has been invisibly shackled.

Since children are the main consumers, children of different ages have different personalities and preferences, and their needs are different. The type and mode of operation of the playground should not be static and consistent.

Beijing Yizhi Xile City

Jump out of the routine, multi-format organic integration

On the road of seeking common development with children's commercial real estate, Beijing Yizhi broke the inherent mode of the Children's Vocational Experience Hall, and explored the four major sectors by examining the actual needs of commercial real estate for children's business and combining the age characteristics of children.

First of all, in the face of children aged 3-15, Yizhi Group mainly launched the Xile City Vocational Exploration Park. Secondly, in the face of children aged 0-8, the main small town of Hani was launched, which is equipped with vip courses, early education and amusement. Thirdly, in the face of children aged 0-6, the Creative Park is opened, which covers early education, kindergarten, training, etc. Fourth, it includes playmates in parent-child, interaction, and expansion. The launch of the four sectors meets the needs of different business districts, and also provides convenient package options for commercial real estate planning and operation.

Advocating the development of the children's industry from "special" to "full" in the future development trend, integrating multiple formats, and promoting the continued attraction of the Heale City Children's Professional Experience Hall to consumers; in the consumption channel, it has also developed a variety of styles. : With Lemi Technology's “one-card” pre-charge ticketing method, it has realized a more independent and independent single-store consumption, while retaining the membership system, following the complete online service system and child growth evaluation system of Xile City, meeting the families in the benefits. Different needs. Such a comprehensive mode of operation is believed to provide reference value for more children's business development.

Going back to the topic of child industry homogenization competition, the root cause is that the children's industry has enormous commercial value and potential. For shopping centers and shopping malls, planning and introducing children's industry is not only because of its own value and potential, but more importantly, the children's industry is driving the overall passenger flow and “family consumption”.

The current family group, a large part of the expenditure is carried out around the children, coupled with the catalyst role of the "second child policy", shopping centers, shopping malls aim at the opportunity, from the parent-child consumption to cut out the incidental consumption is also taken for granted. However, it should be noted that the children's industry is certainly a very large cake. How to divide the cake and how to eat it is the focus of thinking.

Source: RET Ruiyide

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