Guangzhou Jianghetian Trading Co., Ltd.
Analysis of children's consumption market
Release time:
2020-11-24 18:25
Source:
Data source Baidu
View count:
10241
Analysis of children's consumption market
With the implementation of the two-child policy, the "children's economy" has gradually heated up in recent years and has become a new business growth point. All kinds of consumer goods around children also occupy an increasingly important position. According to the "2018 China Children's Family Insight White Paper" released by Tencent Data Lab, the scale of China's children's consumer market has exceeded 4.5 trillion yuan, which is a huge cake. Moreover, this market is growing rapidly towards larger volumes. When the post-80s and post-90s are upgraded to the main force of parents, the better economic foundation and the pursuit of consumption quality also make the child care expenditure rise. Data show that a family's annual childcare expenditure accounts for about 22% of the family's total income, and this proportion continues to increase.
However, food and clothing consumption is still the main part of urban children's consumption, but education expenditure has accounted for a considerable proportion and has become a new hot spot for children's consumption. According to the survey, the expenditure on "food" and "clothing" to ensure basic living needs accounted for 64 per cent, of which food accounted for 58.0 per cent of the total expenditure and clothing accounted for 6.1 per cent of the expenditure. The two items together accounted for 64.1 per cent of the total expenditure on children's consumption, with an annual consumption amount of more than 28 billion yuan. In addition to basic survival consumption, education expenditure has become the largest part of urban children's consumption. In this survey, the "education" expenditure of children in the five cities accounts for the top 1/5 of children's consumption, reaching 21.4 per cent, and the annual consumption has exceeded 9.4 billion yuan. The data show that the market for children's consumption is of great commercial value.
The characteristics of the children's consumer market are also outstanding. Because children are young, their attention is more likely to be attracted by a single thing, the object of consumption has a higher viscosity, animation IP is the most appropriate example. For children, as long as it is their favorite animation IP, then they will love all the derivatives of this IP, ranging from stickers, children's books, toys to theme parks. The IP attribute of children's toys is getting stronger and stronger. This is because through cooperation with well-known film and television IP, children's toys can improve their added value, and they can also be more favored by children, so as to obtain greater profit space. Moreover, with the vigorous development of the IP derivatives industry and the gradual maturity of the animation industry, the IP industry chain is moving towards industrialization.
The number of children aged 3-6 in China has increased year by year in recent years, and the number of primary and secondary school students exceeds 0.16 billion. Sticker industry is no longer the traditional model, just paste wall these ideas. Stickers have more effects. Many kindergartens use stickers as gifts and points for daily rewards. Most primary and secondary school students put stickers on books, schoolbags, cups, suitcases, etc! Others are used as decorations for hand accounts, and stickers can also be used to DIY out series of pictures of different styles to train children's innovation ability and intelligence. In the multi-purpose use of stickers, it can be said that it contains a high value in children's consumption. For the consumer group of stickers, children aged 3-12 even use stickers for the age group under 30. In the huge crowd demand, sticker boutique industry can have a new development.
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