According to the survey data of relevant institutions, the release of “two children alone†is expected to add 8 million new births within five years. According to industry insiders, this is undoubtedly a huge business opportunity for the baby industry, and the children's furniture industry will obviously benefit. The trend is to welcome the new children's furniture companies to be ready for analysis. In recent years, children's furniture sales are more and more willing to spend a lot of money on products that contribute to children's healthy growth, accompanied by the latest birth policy. Economic effects, the market share of children's products in the furniture industry will increase. With the promotion of the New Deal, and the international home furnishing brands have entered the children's furniture industry in China, the competition of children's furniture in channels and brands will also intensify. Peng Hong, general manager of the Colorful Life Children's Furniture Marketing Center, believes that although the children's furniture market is very attractive, compared with ordinary furniture, children's furniture has higher requirements for production technology, safety and environmental protection, while also taking into account children's physiology, Psychological needs. "It is a good thing, the market demand is big, children's furniture is definitely better than the current market in the next few years, and it is also a driving force for the development of enterprises." A brand of children's furniture store manager said. In the interview, a number of resident children's furniture brands in various home furnishing stores in Beijing expressed their pleasure to liberalize the implementation of “two children alone†and adapt to the national policy to adjust the overall layout and product structure of the country to meet new opportunities. The deepening of the subdivision of multi-person children's furniture will increase the "two children" policy will allow more and more families to have two children, children's rooms and children's products suitable for many children will gradually increase. Wu Wensheng, general manager of Ximengbao Children's Furniture Beijing, said that different needs of consumers put forward higher requirements for product design. "For example, we will ask when we are looking for parents' needs in the future. Is your family a child or two? Children? Are they separated or what? Different customers have different products to deal with.†Wu Wensheng said that in the case of Beijing, there were also “double-independent†families of two children and twins. “In fact, our products have already Covering this kind of past 'minority' demand, but this kind of situation will be more in the future. It is understood that whether it is 50% of the domestic children's furniture exported to Europe and America like Ximengbao, or like Scandinavian children in Scandinavia Furniture, which is imported and domestically sold in China, has the early experience of designing multi-person children's furniture instead of starting from scratch. "From our product line, because they are imported from Denmark, Denmark has no birth restrictions. They have been designing for two or three children. There are a lot of children's furniture products for two or three children." Zhou Dayong, general manager of Scandinavian children's furniture, such as Freisa and Mannich, said. Despite the inherent advantages of design concept, industry insiders said that design from Europe can be used as a reference, but it must be oriented according to China's family housing pattern and different consumer demand, and on this basis, size adjustment and design innovation. . Invariant production still dominates the mainstream customization. Whether the market Dongfeng's customization of children's furniture will have greater demand due to the New Deal, Peng Hong, general manager of the Colorful Life Marketing Center believes that many domestic children's furniture brands are mostly fine-tuned to meet children. Personalized needs, most of the products can be adjusted according to the child's age, height, weight, preferences, cabinet size and product color. “For example, children's furniture manufacturing safety curved round corners require special production tools, decorative paints also need to use higher environmental protection products, handles and hardware details such as how to be practical and safe must be thought of in advance. Well, it is very easy to have hidden dangers." Peng Hong said. In addition, due to the variability of today's society, children's preferences are more difficult to ponder, and sometimes they come quickly. These practical problems have led some parents to abandon the "customized" furniture for their children and purchase the assembly line products. Peng Hong said that mass-produced children's furniture is not in conflict with custom-made children's furniture. Mass production will also occupy a large market share in a short period of time. As the market matures and consumer demand increases, custom-made children's furniture will surely Become a big trend. What kind of enterprises need to prepare for the opportunity market? "We will definitely receive feedback from customers on the latest needs, we can flexibly change according to market demand." Zhou Dayong, general manager of Scandinavian children's furniture in Scandinavia, said that businesses must be based on market orientation. Business, when there is a room for two children in the market, the business will change towards this. Qu Nani, vice president of Qumei Group, said that Qumei has a series of children's and youth furniture tailored for children of different ages. With the development trend of the market in the future, it will continue to cater to consumer demand for product development and design. "In addition to getting into and out of bed, such as double desks and cabinets that can be used by two children together, space utilization and functions will certainly meet these needs." Zhou Kaijun, general manager of Feimei Furniture, said that it was The potential of the children's furniture market, they have begun to introduce and display children's and adolescent furniture products in the early years, once the consumer has demand, customized services are always ready to follow up. Speaking about whether the future will increase investment in the field of children, Zhou Kaijun said, “What we do is based on what customers want to buy. In the existing house, how the original child’s place became enough for two children is what we have been doing. We are ready. It depends on the changes in the market.†The challenge of family model diversification and individualized needs are magnified. Insiders analyzed that after this policy came out, especially in the city, one child or two children, Coupled with the age of the child, whether there are elderly people living together, the size of the apartment, etc., the differentiation of each family will be more obvious, and it can be described as ever-changing, so that the relevant industries will face greater difficulties in product R&D and design. Subdivision requirements. Specific to the furniture industry, consumers are more likely to find a solution to their own problems in the future, rather than buying a good-looking furniture. Industry professionals are predicting that such personalized solutions will be highlighted in the children's furniture store in the home store in the future. "Children's rooms are not simple furniture piles, which involve many aspects of children's character cultivation and living habits training." Qi Guoqing, the general manager of A home furnishing in children's furniture business, said that parents need a total solution. It is understood that the children's furniture brands such as the Songbao Kingdom, Dreamland, and Happy Station have been trying to provide consumers with the overall design of children's rooms, from environmental layout to furniture placement, and even later soft. Assembly and so on. However, the current threshold for such services is more than 30,000 yuan. In combination with market demand, merchants may choose to display several new products for sale in the store. "We will do one or two new designs and put them on the market to try. For example, how do you put two children on the table? How long and how wide it is in the space according to the Beijing house plan? There are many factors," said Wu Wensheng, general manager of Ximengbao Children's Furniture Beijing. Cao, a Beijing-based distributor of children's furniture for a European brand, said that parents can accompany the parent-child furniture around the young children, and the multi-functional children's furniture that is shaped and housed in one will be greeted by the new policy. In order to meet the market demand for digestion in the past few years and the increase in the demand for children's furniture after the children have grown to a certain age, we will seize the market before the competitors. Wu Wensheng said, “We are already preparing because there is a need for this. The initial idea is to communicate with the designer and the factory immediately.†The industry has extended the number of multi-bedrooms, small-sized apartments or furniture design. Some people in the real estate industry said that the short-term impact of the “two children alone†policy will be reflected in the The improved demand for “adding a house†brought about by the birth of two children increased. Insiders analyzed that the “two children alone†policy may change the design concept of the new apartment in the future, and the three-bedroom, four-bedroom and multi-bedroom room types will increase. Considering the current high housing prices and limited resources, small units are Which will occupy the mainstream again. And this will undoubtedly promote the furniture design to focus more on the rational use of space and extend the multi-functional properties of furniture. In the interviews, most furniture companies have indicated that small-sized units are “conforming to the actual situation†and they have long had a “strategic layout†in this field. Wu Nani, vice president of Qumei Group, interprets the current trend of furniture consumption. “In terms of our contact with consumers, they don’t emphasize that they must be 'big' to be the best and most comfortable. Consumers are paying more attention to space and environment. The same area can make better use of space, and there must be better functional planning in this space. There are already many initiatives in personalization and functional furniture, and more energy will be invested in research in the future.†Furniture can go Adapting to the changes in people's lifestyles, Zhou Kaijun, general manager of Feimei Furniture, believes that the use of space by many existing furniture is not sufficient. “It’s much easier to change furniture than to change a house. There are too many factors to consider when changing a house.†Zhou Kaijun said, “The same space, through your design, your plan, living in this room for a few children or a few adults They are very comfortable and convenient, saving the economic cost of having to change large houses for multiple children.†The New Deal will not be so fast in the whole industry. Wang Hongkun, chairman of Beijing Warwick Furniture, believes that in the long run, the birth policy is perfected. The population decline is not good for the smooth development of the future furniture market, but he judged that the short-term population increase brought about by this policy has little impact on the huge Chinese furniture market. Li Xiaoyu, general manager of Beijing Spree Furniture, said that although children's furniture may have a larger market, the policy has just been announced, and it takes time to enlarge and influence. “There is still four to five years to see the overall changes in the furniture market. Li Xiaoyu said. Wu Nani, vice president of Qumei Group, also said: "I think the impact will definitely be there, but it should not be the kind of explosive, but a slow and permeable effect." Wang Ningning, deputy manager of the business management department of the family, told reporters The children's furniture area in the North Fourth Ring store has been adjusted and upgraded in April this year. It has been upgraded from five floors to six floors, with a slight increase in area and sales growth of over 20%. Wang Ningning believes that, in general, the policy effect of the country's opening up of "two children alone" will not be particularly fast in the field of home, and the market will directly answer.
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