According to the data of the sixth national census, there are 222 million children aged 0 to 14 in China. Such a huge number is undoubtedly a gold mine to be tapped for children's furniture manufacturers. In recent years, regardless of whether it is an international children's furniture brand, a local children's furniture brand, or a domestic adult furniture brand, the big cake of the children's home furnishing market has paid more and more attention and attention. Domestic and foreign brands focus on children's furniture Twelve years after entering the Chinese market, Danish Fleisha children's furniture founder Henning designed and built a high-end children's furniture brand Mannich in Beijing recently opened its first store in Asia. According to Zhou Dayong, the general manager of Beijing Scania Trading Co., Ltd., who represents Fleisha and Mannich Furniture, when Fleisha entered China, there was no professional children's furniture in China. Today, the purchasing power of children's furniture in China has already Attracted by many international brands. "The annual growth rate of Fleisha furniture in Germany is only 5%, while in China it has doubled. No international brand will abandon the Chinese market." Looking at local brands, in addition to the favorite design, production and sales of children's furniture, colorful life and other companies, many adult furniture brands have also brainstormed the children's furniture market. The Harry Wood House series of children's furniture under the Top 100 Furniture has won wide popularity. Many of the series of Federal Furniture include teenagers' furniture products. Dynasty Furniture began to design children's furniture products after the Guangdong Furniture Fair in March this year. , Is expected to be listed in 2012. In addition to factors such as expanding the original product line and enhancing brand competitiveness, the huge profits are also an important reason why all adult furniture brands attach importance to "childlike fun". Xu Hua, general manager of Dynasty Furniture Beijing, revealed that in first-tier cities such as Beijing, Shanghai, and Guangzhou, the children's furniture market is more dynamic, and the company's gross profit can be as high as 60%, and the net profit can also reach 30%. "Low cost, high profit For enterprises, this is a piece of fat. " In addition, compared with the mature adult furniture market that has matured and fierce competition, it seems more handy to get a piece of the soup in the children's furniture market. The domestic children's furniture market is still in its infancy The huge market potential attracts many companies to march into the field of children's furniture. It is understood that there are currently thousands of domestic children's furniture companies. In the well-known home stores, the operating area and sales performance of children's furniture can not be underestimated. Many stores even opened up an exclusive world of children's furniture. The number of brands is equivalent to that of panel and solid wood. However, industry insiders said that the current domestic production and circulation of children's furniture is still in its infancy. Sun Shuwei, deputy general manager of A Home Furnishing, which represents the children's furniture brands such as Songpu Kingdom and Xingxingsuo, said that the current children's furniture market is in a semi-mature stage and has not yet reached the level of industry standardization and standardization. In addition, the competition environment of China's children's furniture market has not been heated up. There is still a lot of room for improvement in product design, development, production and marketing. The low degree of branding is another shortcoming in the current domestic children's furniture market. Many consumers said that buying adult furniture is a well-known brand name, but when buying children's furniture for children, a well-known name does not come to mind. As Peng Peng, the director of Douai Children's Furniture Brand, admitted that "there are only industry brands in the field of children's furniture, but no market brands." Although a few well-known companies have begun brand promotion through image spokespersons, TV drama marketing and other means, most children's furniture brand names are still very foreign to consumers. With the continuous upgrading of consumer demand, children's furniture companies that used to only meet the use of functions, now also focus more on design personalization, age segmentation, environmental protection, growth and other aspects. Facing the huge market demand and the high expectations placed by parents, Chinese children's furniture companies still have a long way to go. â– Detailed attention Environmental protection is the first requirement It is not difficult to find in the children's furniture market that environmental protection is definitely the highlight. For example, many favorite furniture uses imported super E0 board, claiming to be "more environmentally friendly than solid wood"; Mannich furniture uses imported beech wood as raw materials, and uses water-based UV paint. It is reported that the national mandatory standard "General Technical Conditions for Children's Furniture" in the field of children's furniture is expected to be promulgated and implemented at the end of this year, which also puts forward higher requirements for enterprises in terms of formaldehyde and VOC limits. Pay attention to your child's growth needs As children grow up every day, children's furniture, like children's clothing, needs to be constantly updated. In order to win the competition, many brands have launched children's furniture that can be adjusted in height and length, which greatly extends the life of children's furniture and broadens their market. In stores such as Songpu Kingdom, consumers can see desks and chairs that can be adjusted in height and inclination to meet the physical conditions of children at different stages from small to large. â– Industry statement Children's furniture lacks good supervision â— Zhou Dayong, General Manager of Beijing Scandinavian Trading Co., Ltd. The domestic children's furniture market is relatively chaotic. Many manufacturers are actually copying each other. The phenomenon of cottage international brands is serious, and they do not have their own original design concepts. This is also a necessary stage in China's economic development process. In contrast, international brands reject cottages, and instead create their own style and characteristics through a team of designers. This is not to say that imported furniture must be better, but why do consumers think imported children's furniture is more reassuring? The root cause lies in the fact that China still lacks a very good regulatory environment, resulting in a disorderly and irresponsible production attitude of many enterprises. For example, China currently has no organization to detect lead in children's furniture, while foreign countries absolutely do not allow lead to appear in products. Different regulatory environments have spawned products of different qualities, which is the essential difference between domestic brands and international brands. Foreign brand shock is a good thing â— Peng Peng, director of children's furniture brand China's children's furniture is still in its infancy. A few years ago, there was no children's furniture store, just put a pile of goods in adult furniture. Later, it was discovered that in fact, children are the core of the family, and the market space for children's furniture is not less than that of adult furniture. At first, we thought that the sales of children's furniture would be tens of millions every year. Later, it was found that it could exceed 100 million, even 1 billion. For first-line children's furniture brands, annual sales of 2 billion yuan should be no problem. The entry of international brands is a good thing for the domestic children's furniture market. International brands will set up some international standards to let some domestic companies indiscriminately know what is good. Before, we didn't feel that we needed to improve, but by comparison we only knew that we need to make every detail the best. In addition, the impact of foreign brands will also make some local low-quality, small-scale enterprises eliminated in the reshuffle.
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After nearly ten years of development, the Chinese children's furniture market is now increasingly valued and concerned by domestic and foreign furniture companies. On the one hand, international brands strive to tap the business opportunities in China. On the other hand, many domestic adult furniture brands have high hopes for children's furniture. However, the Chinese children's furniture market, which is still in its primary development stage, still needs further standardization and maturity. 