With the help of the "two children fully liberalized" policy, China's pregnant and baby industry has accelerated its development and has huge market potential. What role does it play as an indispensable toy for infant growth?
The potential market for pregnant and babies is huge, and consumer demand for toys is growing.
With the help of the “two children fully liberalized†policy, China's pregnant and baby industry has accelerated its development and has huge market potential.
According to the 2015 CBME China Pregnancy and Child Consumer Market Survey Report, 52% of mothers have or have considered giving birth to a second child in the next 1-2 years.
At the same time, the demand for toys in the pregnant and baby market is growing. The report points out that the consumption of toys in the 2-3 year old baby family is only ranked after the milk powder, ranking second, exceeding the children's wear, washing, Lathes and other related categories.
Toy profit space is large, maternal and child stores should pay attention to
As the main channel of the maternal and child industry, maternal and child stores and maternal and child department stores realize that toys will be an important category to support future profit growth, and toy brands have also found that maternal and child channels are becoming the main channel for toy sales. The cooperation is particularly valued and presents a new trend of integration and development.
Chen Yue, chairman and general manager of Sichuan Zhongyi Pregnancy and Baby Products Trading Co., Ltd. pointed out: "In the past, more than 90% of mother and baby stores in China started from food or milk powder. At present, although the sales volume of milk powder is very low, Therefore, we must adjust the category structure and pay attention to toys with more profit margins."
The profit of milk powder, diapers and other products sold in the mother-infant channel is only 10% or even 5%, while the profit of the toy is several times, which brings the gross profit guarantee to the stores of the channel.
Toys are an important category to realize store differentiation
Toys are typical non-standard products, which are important categories for realizing differentiated stores. At the same time, toy categories are the best carrier for interactive behavior, providing customers with more interactive activities and services. Future stores will differentiate through toy focus and embody interaction on the terminal.
It can be seen that the toy category has become a key development category for the mother-infant channel to enhance the consumer experience, product differentiation and profit margin.
For toy brands, maternal and child channels have become one of the pillars of their product sales.
The report shows that 34% of consumers choose to buy toys at maternal and child stores/maternity stores, more than supermarkets, hypermarkets and department stores.
Despite the rapid growth in e-commerce toy consumption, the regulatory and quality issues of e-commerce and Haitao channels have to be resolved. The latest report issued by the General Administration of Quality Supervision, Inspection and Quarantine shows that the cross-border e-commerce import children's products including toys in 2015 failed. Up to 33%. “Product qualityâ€, “product experience†and “parent-child interaction†are the advantages of maternal and child store channels. As a result, maternal and child stores/mother and baby department stores have become the focus of the expansion of toy brands.
Toy industry people have pointed out: "Toy companies that cooperate with maternal and child retailers need to pay more attention to product innovation, create a unique core product with strong vitality, and enhance the brand's sense of value. And the maternal and child shop, pregnant and child life museum, one The maternal and child channels represented by the station hypermarket have become an independent and rapidly expanding sales channel."
The local educational toys brand, with the rapid innovation of products, combined with the main mother-infant channel, has driven the growth of the upstream traditional wholesale channels.
The baby products business launched by the remote-controlled toy company increased by 49.09% in the first half of 2015, and established the baby business as one of the strategic business units for the company's future expansion. It actively diversified channels to further expand the terminal market channels and maternal infants. channel.
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