Local brand share less than 30%

A few days ago, the China Chain Store & Franchise Association released the "2011 China Franchise Investment Prosperity Survey" report. The baby and infant supplies retail business was regarded as the industry with the greatest potential and investment value. According to the "First Financial Daily" report, a data released by the Baby and Child Industry Research Center in April showed that the total market size of baby infants aged 0 to 12 in China was about RMB 1,150 billion in 2011, and the baby market will be maintained in recent years. With a high growth rate of around 15%, the baby baby market may reach a scale of two trillion yuan by 2015.

The so-called baby industry refers to infants and young children aged 0-12, maternal and pregnant women as the main demand and direction of the industry. Its products and services cover the eight categories of food for pregnant and baby, nursing supplies, toiletries, baby toys, baby clothes, lathes (travel), early childhood education, and maternal and child services. The baby industry is also known as the sunrise industry in the 21st century because of its broad development prospects.

In March 2010, Xie Hong, Chairman of the Hangzhou Baby & Baby Industry Association, stated at the “6th International Women, Child and Child Expo Summit” that in 2012, China will become the world’s largest consumer market for infants and children. First, China’s “post-80s” and “post-90s” will enter the stage of marriage and childbirth. This situation will continue until 2025; followed by the continued high growth of China's GDP, which will drive overall consumption growth; and the third will benefit from China. In the economic restructuring, the promotion of domestic demand must be the priority of the baby; the last is the promotion of parent-child culture in China.

According to a survey conducted by the Hangzhou Baby Industry Association, each family spends at least 5,000 yuan per baby per year, and only China's domestic sales of milk powder are as high as 500 billion yuan. In addition, many consumers buy high-end baby gift gifts for relatives and friends, baby gifts market is also growing.

With such a huge market, domestic companies can also get a few "cakes"? At the “2010 China High-end Baby Industry Global Summit” held in September 2010, I-BABY Chairman Wang Yaomin pointed out that the international baby brands continue to erode China’s baby brand market share, and local brands do not even account for the domestic market. 30%.

Wang Yaomin stated that at present, the market access threshold for the baby and baby industry in China is low, and the relevant national standard system is still to be improved. At the same time, there is still lack of an authoritative industry association to supervise and restrict the baby industry. For example, children's beds, baby carriages, etc., due to the lack of national standards, many domestic brands that are circulated on the market cannot meet the standards of European and American countries.

Overall, the development of the baby industry in China is still at the beginning stage and the market is not mature. Inadequate industry supervision, low level of production concentration, weak product R&D capabilities, unsatisfactory quality, well-known brands, and lack of corporate integrity have all hindered the sound development of the industry.

In addition, there is still a problem of unbalanced development structure in China's baby products industry. It is understood that in the US consumer structure of baby products, toys account for roughly 50%, diets account for 30%, and supplies and clothing account for 10% each. In China, toy consumption only accounts for 5% of total expenditure, and diet accounts for more than 50%.

For the baby industry, the most critical issue is security. The exposure of events such as melamine and precocious milk powder triggered a crisis of confidence among domestic companies and also shifted more consumers to foreign brands. The latest e-commerce market data monitoring report released by the China Electronic Commerce Research Center shows that in the online overseas purchasing products of up to RMB 12 billion, milk powder accounts for 2.4 billion yuan, which is second only to cosmetics. , ranked second among the top ten most popular overseas shopping products for consumers.

At the 7th China International Maternal, Baby, Child and Child Industry Expo held in Hangzhou, Shi Jinchuan, a teacher at Zhejiang University’s School of Economics, said that the main constraint for the future development of China’s baby industry is not market demand but supply and demand. The most important constraint in supply and demand is the non-standard market competition including the baby industry and products. “The important manifestation of this non-standard market competition is the hidden dangers of food safety. The deeper factors behind food safety are consumer-to-business. There is doubt about the integrity."

How do domestic baby brands win consumers and occupy larger markets? At the “2010 China High-end Baby Industry Global Summit”, Li Guangdou, a famous brand strategy expert, suggested that China’s baby product manufacturers should focus on channel sinking and brand increase, and baby brands should not confine themselves to first and second tier cities. The cities of line cities and townships also have a large number of markets. They can adopt the model of “opening large shops in small cities and opening large stores in small cities” and use various means to enhance their own brand image.

For the baby industry in China, the road to maturity is still long. At present, there are about 27 million newborns every year. Many families use a six-person income to raise a child. The spending power is obvious. However, baby products are different from other products, and the trust crisis caused by dishonesty is even more difficult to restore because no one will “try and miss” the safety and health of children.

The health of the baby industry is not only related to the development of enterprises in the industry, but also relates to the happiness and security of millions of families. To rebuild trust, we must solve the product's security issues and quality issues. The state should improve the supervision system, formulate strict product quality standards and industry norms, and change the current situation of the absence of infant industry standards. The baby industry involves a long industrial chain. It should strictly control the production lines, monitor production, transportation and sales, and ensure safety standards.

As Focus Media's board of directors Jiang Nanchun (microblogging column) stated, the baby industry should establish an internal value system for the industry as soon as possible, in addition to good equipment, good technology, and good management, it must be correct. Business motivation. Because, in the final analysis, the baby industry is a conscience industry. Without conscience, the entire industry will lose its future.