Tongjiafang’s baby ages range from 0 to 3 years old baby series, 4 to 6 years old children series, 7 to 12 years old children's series, and 13+ years old youth series, so the market for children's home textiles is mainly concentrated in Infant and baby shop and shop counters and online shop.
Driven by the two-child policy, the baby home textile market continues to climb, but the children's home textile industry still lacks a leading position. Most of the companies are still in a wait-and-see phase, causing most consumers to buy but cannot buy the desired children's home textile products.
Improving product quality and creating an environmentally friendly home textile market People's understanding of children's bedding has been completed from the "necessary - optional - there is a need - it is important" conversion. However, it is not easy to buy satisfactory home textile products in the market, mainly because there are not many professional children's home textile brands and there is little room for selection.
Despite the large demand for children's home textiles, the quality of products needs to be improved because the market is not mature enough. At the Shanghai CBME trade fair the day before yesterday, the reporter observed that children's home textile products with cheaper prices tend to have poorer quality, rough fabrics and rough work, and the design patterns are very common. The higher-end brands, the prices are relatively high, easily five or six hundred dollars, or even thousands of dollars, forming a small brand, the current situation of high prices, and low-priced product quality also needs to be improved. Although the country has corresponding mandatory standards in the fields of baby textiles and other fields, many consumers are ignorant of consumers’ lack of awareness of the products. They can only buy brand names at the time of purchase, and seek safety with high-priced products. The guarantee. At the same time, there are not many choices on the fabrics, and the colors must be carefully selected to be suitable for children.
It is understood that many large-scale home textile companies have entered this market. However, due to the high standards for formaldehyde content, pH value, and color fastness to rubbing, the company's material costs and R&D costs have continued to increase. At the same time, compared with the adult home textile market that invests in the same resources, the market production cost and brand building time of infants and young children's home textiles are longer, leading these brands to gradually withdraw from this market again.
Home textile products are products that contact the skin for a long time, while infants and young children belong to a special consumer group. Because infants and young children have less autoantibodies, skin and respiratory systems are more delicate, and are very vulnerable to a variety of infectious diseases, which makes children's home textile products must have strict safety standards from materials, production processes to the preservation and distribution process. For home textile companies in China, to meet these standards requires more investment and more energy. If the market is not ideal, the risk will be greater.
Rich product design sense Design philosophy needs innovation Compared with home textiles, the design of children's home textile products should be more abundant. The combination of flat patterns and exaggerated three-dimensional shapes will make the products full of childlike interest. However, in a survey of children's home textile products by reporters, it was found that although there are innovations in the design of children's home textiles on the market, they are only reflected in styles and techniques, and material patterns are still very simple.
Nowadays, most of the parents in the nurturing period are 80. This group of people has a higher level of education and they also know more about respecting the children's opinions. Therefore, more children are involved in the purchase and the children have the right to choose. Children's home textiles can only be designed according to children's favorite images and colors so as to attract more attention from parents and children.
Targeting the target group to create diversified marketing for children's home textiles, targeting the target group, accurate positioning of the channel is critical. For example, in terms of products, at present, Rolle children's bedding products are divided into 0 to 3 year old baby series, 4 to 6 years old child series, 7 to 12 years old children series, and 13 or more years of youth series. . According to gender, it can be divided into college wind, sports wind, ocean wind and other series suitable for boys. It is suitable for girls' princess style, pastoral style, dream style and other series. The market price is 1,000 yuan to 2,000 yuan.
In terms of prices, although the purchasing power of consumers is now relatively higher, they value the quality assurance of baby products more than prices, but companies should also develop "upward" and "downward" routes for different consumer groups. "Upwards" is mainly aimed at the middle class. While pursuing high quality baby home textiles, they also pay great attention to the stories of home textiles, and the degree of home furnishing atmosphere. They are not sensitive to prices as long as they have sufficient purchasing reasons. "Downward" is mainly for ordinary consumers. They need products with guaranteed quality and higher cost performance. This requires companies to have everything in the middle and low grades.
In addition, e-commerce is also a channel that home textile companies still have to operate with sincerity. In recent years, channels for consumers to purchase home textiles have gradually shifted from offline to online. It is understood that after books and large appliances, maternal and child supplies are the main category of major e-commerce platforms, and the online shopping population continues to expand, spurring the rapid development of the home textile e-commerce industry. In the face of all kinds of foreign trade, the price advantage of hand-tailored shops, and the experience advantages of offline shops, the online shops of branded home textiles must be of the same quality but the cost control and channels for the enterprises. Management also put forward higher requirements.
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