Children's furniture has sprung up all over the world

In just 10 years, children's furniture has sprung up, and the market cake has grown bigger and bigger, quickly occupying 10% of the domestic furniture market.

However, the competition in the children's furniture industry is only at the low level of products and prices. It is not difficult for enterprises to enter the market of children's furniture, but it is not easy to make high profits in the children's furniture market. So how can we make money in the children's furniture industry? This issue will analyze the way of sucking gold from children's furniture manufacturers from the perspectives of alliance animation, channel touch, and environmental protection.

With the gradual maturity of the children's furniture market and increasing competition, a number of specialized manufacturers and well-known brands have emerged in China, such as Love, Ximengbao, Love Castle, Colorful Life, and Songbao Kingdom. After a round of rapid growth, the number of professional children's furniture companies in China has reached more than 200.

However, despite fierce competition, the children's furniture market is far from saturated. Just as Tan Yi, the leader of domestic children's furniture and general manager of Evergrande Furniture, said: “Every major brand of Evergrande has sold more than 100 million yuan in just a few years from birth to now.”

In the view of Yang Tao, the chairman of Guangzhou Cool Manju Animation Technology Co., Ltd. (hereinafter referred to as “Cao Manju”), “the current scale of children’s furniture enterprises is relatively small. Large enterprises have sales of 230 million yuan, and small enterprises only have Sales of tens of millions of yuan, but everyone is living very well." It is enough to prove that the market space is large.

According to market research, there are 360 ​​million young children in China, accounting for about a quarter of the total population. As parents pay more and more attention to children's furniture, the demand for children's furniture market is growing rapidly. A large number of integrated furniture companies are also optimistic about the high growth and high profits of children's furniture in the market segment. Qumei, Yifeng, Red Apple, Totem Baojia, Billy and other brands have begun to test children's furniture products.

Of course, although the children's furniture market is very attractive, at present, there is no professional and targeted research institution in the children's furniture industry, and there is no corresponding industry standard, coupled with high production costs, irregular management, and serious homogenization. Both constitute a stumbling block to the rapid development of the children's furniture industry. In fact, compared with ordinary furniture, children's furniture has higher requirements for production technology, safety and environmental protection. At the same time, children's furniture should fully consider the physiological and psychological needs of children. Therefore, there are still many research and development, production and sales of domestic children's furniture. Expansion capacity.

"At present, the competition in the children's furniture industry is only at the low level of competition between products and prices. Then the competition will be transferred to brands and channels." Yang Tao believes that as international home brands enter the domestic children's furniture industry, children's furniture The competition of channels and brands will also intensify.

Brand articles

High profit comes from alliance animation

The alliance between children's furniture and animation is now considered to be the most successful way for children's furniture companies to earn high profits. However, Yang Tao, who first formed an alliance between children's furniture and international animation, has struggled on this issue.

In 2005, Yang Tao won the Disney brand license. Among the furniture counterparts, Cool Manju is the earliest company to cooperate with international animation companies. So, how did Yang Tao consider introducing the image of Disney in children's furniture? Yang Tao said that when he wanted to enter the children's furniture market, the multi-favored children's furniture brand led by Tan Yi has already occupied a big advantage in the market. If it continues the traditional practice, or uses counterfeiting, plagiarism, digging, etc. In the way of competition, the market cake for children's furniture is difficult to grow.

Yang Tao began to consider that children's families have no possibility to become an important link in the entire children's industrial chain, or even a core department? After careful study, he thought it was possible because the entire children's furniture industry not only provided furniture products, but also provided a soft environment, providing a one-stop service for the overall furniture solution, including furniture, home improvement, building materials. The industrial chain, including toys, stationery, clothing and other products, can be effectively integrated in children's rooms. The most powerful area that can integrate the children's industry is animation. Companies without a children's industry can effectively integrate the children's industry as Disney.

"I thought at the time that if we were to compete, we could only effectively compete on the level of international animation introduction. So the first step in planning for the company was to sign Disney, and then signed Harry Potter, Superman, Batman. HELLOKITTY, Doraemon, etc. I signed 9 of the top 10 animation brands in the world.” The remaining Barbie doll, Yang Tao did not sign in, and was signed by Tan Yi.

Since then, Yang Tao has even done something that everyone can't think of – selling the factory. “I can't be the first in the children's furniture manufacturing industry, but I can be the first in the children's furniture channel and service.”

At this point, Yang Tao’s cool house is no longer just furniture, but a culture. “Our set of HELLO KITTY furniture can be sold for up to 110,000 yuan.” As a brand operator, the income of Coolman mainly comes from the franchise fee and the operating income of the direct store. Yang Tao did not disclose the specific profit rate, but according to peer estimates, in the home industry, the dealers' profit margins are similar, generally 50%, but the profit margins vary greatly. Take the set of HELLO KITTY furniture that Yang Tao cited as an example. The profit of the dealer is about 60,000 yuan. The high profits of operating branded children's furniture can be seen.

And Yang Tao's practice of introducing animation into children's furniture also inspired Tan Yi. After signing Barbie, Tan Yi signed the Pleasant Goat in 2009. Talking about the combination of animation products and furniture, Tan Yi said: "Anime companies have high requirements for furniture companies, so our company has made rapid progress. For example, Barbie's company is very strict with us, and every picture and advertisement must be reviewed. We also learned how people can achieve a brand experience."

Unlike Yang Tao, who is a children's furniture channel, Tan Yi is a leader in the children's furniture manufacturing industry. His Evergrande furniture company has its own factory and established its own children's brand, which enables him to carefully polish and develop. Young children's furniture brands, such as the "I love my family" brand of the Pleasant Goat series and the "more love" brand of Barbie doll series. In fact, in the current domestic furniture market, if there is no furniture factory, the development will be subject to certain restrictions. After all, OEM and the company carefully studied the polished furniture, there is still a certain gap in product quality.

At present, cartoon design is one of the biggest selling points of children's furniture, and all companies have made great sense on this issue. In August of this year, Xingli (Hong Kong) Holdings also held hands with the comedy actor Zhou Xingchi's Bi Gao Group to launch the “Yangtze River No. 7 Love Earth Youth Furniture”.

In fact, whether it is Tan Yi or Yang Tao, the first thing they do in children's furniture is to build a brand, but they use the high popularity of animation brands such as Disney and Pleasant Goat, and then build their brand awareness of children's furniture. They sell not only simple children's furniture, but also a way of life by implanting emotions and culture in children's furniture.

Channel articles

Internet subverts traditional channels

If the company can establish brand awareness, it will also have a favorable position in the subsequent channel battle. Tan Yi’s Evergrande children’s furniture is still dominated by hypermarkets. According to Tan Yi, the booth competition in the furniture city is very fierce. In order to grab the booth, the furniture industry also breeds corruption. However, Evergrande is not worried about this. “Red Star Macalline (view map), actually home (view map) and other large furniture chain stores are the most recognized brands, so children's furniture companies only need to strengthen the brand, these furniture chain stores naturally Will be a green light." Tan Yi said.

Some large children's furniture companies have also opened their own experience stores. The first to try this kind of sales channel is Yang Tao's cool residence. “In December 2008, Coolman established China’s first children’s furniture experience center with an area of ​​2,500 square meters. At that time, many children’s furniture stores were only 100 square meters. We believe that this large-scale experience sales model will be competitive in the future. In the following year, Cool Manju has opened 8 cool and direct experience stores in Guangzhou, Shanghai and Lanzhou. Although the direct sales experience store is now selling well, Yang Tao has repeatedly said that he is more optimistic about the future online sales market.

In this regard, Tan Yi also holds the same view: "The physical flagship store, I believe that is a very good model in three years." However, in the near future, perhaps the traditional physical store model will be subverted. "The entire children's furniture industry, competition to a certain extent will be based on online marketing, rather than offline store marketing." Yang Tao predicted.

What kind of development status will the means and scale of future network marketing be? No one has seen it so clearly, but in August, Qumei’s “Quyi Group” mass-marketing activity on Taobao made a demonstration for the children’s furniture industry – the retail sales exceeded 60 million yuan in just 18 days. scale. Qumei Group's half-month sales volume exceeded the sales volume of a brand for one year, almost refreshing the concept of traditional stores for all dealers and furniture manufacturers.

Through the study of Qumei, in September 2010, Yang Tao launched a one-month “Dozens of Family Group Purchase” campaign for Disney Children's Furniture on Taobao.com, and began to expand new sales channels on the Internet through the online shopping platform. In March 2009, Cool Manju has opened up its own online store. In October of the same year, Coolman and Disney's network licensor, Xiao Master.com, established a flagship store on Disney's children's furniture on Taobao.

Tan Yi also believes that in the future children's furniture industry, although the traditional physical store marketing model is inevitable, the situational sales will not change, but "the future Internet shopping will have a very big impact on the children's furniture industry" . Evergrande Furniture is also building an internet trading platform.

Environmental protection articles

Solid wood furniture seizes the high-end market

At present, parents are increasingly demanding environmental protection for children's furniture, and the biggest selling point of environmental protection is solid wood furniture. As Guo Xiangyang, general manager of Shenzhen Senbao Furniture Co., Ltd. (hereinafter referred to as “Senbao Furniture”) said: “From an environmental point of view, the furniture that really can withstand environmental testing is all solid wood furniture, and 100 % of panel furniture is currently not truly environmentally friendly."

The increasingly environmentally-friendly consumerism has resulted in a number of solid wood children's furniture brands - Songbao Kingdom, Ximengbao, Love Castle, and Stars. So, can we make money by simply turning to the production of solid wood children's furniture? Guo Xiangyang’s experience is very representative.

In 1992, when Guo Xiangyang entered the furniture industry, he was still a carpenter and worked in a furniture factory. Eight years later, Guo Xiangyang began to help the boss to OEM the Japanese children's furniture. In 2004, Guo Xiangyang simply set up his own company, Senbao Furniture, to receive processing orders for overseas children's furniture. In 2006, Guo Xiangyang's enterprises began to transform into the domestic children's furniture market, playing the "Songbao Kingdom" brand.

This experience of OEM production of Japanese children's furniture has a great influence on Guo Xiangyang's furniture safety concept and environmental awareness. "Japanese people have a particularly high safety factor for children's furniture and environmental protection evaluation." Solid wood furniture, so Guo Xiangyang chose to make solid wood children's furniture in China.

"The children's furniture produced by the 'Songbao Kingdom' all use imported Finnish pine wood," said Guo Xiangyang. Relying on the selling point of solid wood environmental protection, "Songbao Kingdom" has entered the high-end market of children's furniture.

It seems that solid wood children's furniture is a sucking point for furniture companies. However, on the other side that is not known, the risk of making solid wood furniture is also great. Guo Xiangyang has been planted with him.

When Guo Xiangyang entered the domestic children's furniture market in 2006, due to lack of experience, he did not consider the climate difference between the north and the south. In the humid climate in the south, the pine children's furniture produced in Shenzhen was transported to the dry north and cracked. Since overseas orders come from Japan and South Korea, where climate is humid, Guo Xiangyang has never considered the technical problems of drying. And his company uses imported Finnish pine wood as raw material, which is costly. Once the furniture is out of order, it will cost a lot.

Today, Guo Xiangyang has already solved the problem of cracking of solid wood furniture. The annual sales of the company exceeded 200 million yuan, of which 60% were sold domestically and 40% were exported. The Moriburg furniture has an average profit margin of 3% to 5% higher than that of its peers. The domestic profit margin is only 10%, and the overseas profit margin is slightly lower than the domestic profit margin.

The current environment is also very conducive to the development of solid wood children's furniture. In recent years, due to the increased awareness of parents' environmental protection, they are no longer buying cheap children's beds, but an environment that allows children to grow up healthily. In recent years, environmentally friendly solid wood furniture has become more and more popular.

However, compared with the panel furniture, the price of solid wood furniture is also much higher. Take the “Songbao Kingdom” as an example, a children's bed, the price is 3,000 yuan, and the high is nearly 10,000 yuan. The Fleish children's solid wood furniture from Denmark is more expensive, and the retail price of a children's bed is generally close to 10,000 yuan. Other solid wood children's furniture brands, such as the stars, although some civilians, must be more than a thousand dollars. However, under the traditional understanding that “there is no need to suffer children”, the sales of solid wood children's furniture is still at a new level every year.

The growing demand has also tempted more and more furniture companies to test high-end children's solid wood furniture. “The competition in the high-end children's furniture market is fierce and nearly saturated.” Guo Xiangyang said.

Cat Tree

cat tree for large cats,small cat tree,cat tree house,tall cat tree,cat scratching post tree

Ningbo XISXI E-commerce Co., Ltd , https://www.petspetscare.com