In 2015, after undergoing a rapid transition from a high fertility rate to a low fertility rate, in the face of population aging and other issues, China began to fully implement the second child policy. Under the implementation of this policy, the number of newborns in China in 2016 reached the highest annual record since 2000. The National Health and Family Planning Commission has published materials that by 2020, China will have 17 million to 20 million new births each year. Industry insiders predict that China may usher in a "baby boom" this year.

In the middle of the last century, Baby boom (baby boom) broke out in the United States. Between 1946 and 1964, the newborn population in the United States was as high as 76 million, accounting for about one-third of the current total population of the United States. These people form a huge consumer team. They have a strong consumption power, an excessively low savings rate, and an investment-oriented financial management concept, which has created the glory of the US stock market and real estate for more than ten years.

In addition to the formation of new consumer groups, the baby's own spending power is also extremely objective. According to data from the Home Grid Survey, between 1950 and 1970, baby food, Disneyland, toys, cartoons, and other markets were extremely hot. Between 1965 and 2000, the market value of stocks of consumer goods giants such as Coca-Cola, Nike, and McDonald's rose. 20 to 36 times.

The huge consumption potential also affects the home appliance industry. With the increase in the number of newborns, the home appliance market has also formed an electrical appliance market that focuses on infants, children and children-the children's electrical appliance market.

The next generation investment has huge market potential regardless of cost

In recent years, more and more young couples have changed from "small couple" to "a family of four." The "two-child economy" has also heated up, and Home Grid has learned that the size of the mother and baby market in 2015 was 2 trillion yuan, and by 2018 the size of the mother and baby market reached 3 trillion yuan, a compound growth rate of 14.5% in three years.

Industry insiders predict that China may usher in a "baby boom" this year

Similarly, the children's electrical appliance market is gradually expanding. On the one hand, the expansion of the consumer population, the home grid learned from VC Insights public data that the number of children aged 0-6 in China is expected to exceed 125 million in 2020; on the other hand, parents after the 1980s and 1990s have a higher premium Acceptance, according to the home grid survey, the mother-infant family population has relatively low sensitivity to prices when purchasing maternal-infant products, with an emphasis of only 33.0%, which is far lower than that for ordinary consumption. Industry insiders predict that in the future, the children's electrical appliance market will become a "new blue ocean" for many home appliance companies to compete.

According to the home grid, during the 418 appliance shopping festival in Suning this year, maternal and infant smart home appliances were popular. Various e-commerce platforms have issued maternal and infant brands, ranging from baby milk warmers, egg cookers, hair clippers, steam sterilizers, water purifiers, purifiers, to washing machines, refrigerators, and even water heaters, all of which have been added Caring "label.

Smart technology makes it difficult for children's electrical appliances to do

Infrared sterilization, high temperature disinfection, children's TV ... Children's electrical appliances market is growing, and some products with more gimmicks but less practicality are gradually appearing. Taking children's TV as an example, the original intention of children's TV is to protect children's eyes while broadcasting specialized educational content to growing children. However, in the eyes of parents, it is only necessary to strictly control the children's TV watching time to achieve the purpose of protecting children's eyes. In terms of education, children's songs, etc., parents can install relevant software through ordinary smart TVs. In addition, the price of many household appliances related to "mother and baby" and "children" has increased to a different degree than ordinary household appliances. Therefore, when the purchase of children's household appliances does not reflect the professionalism or can meet the needs of children, these Consumer electronics products will be hit by consumers into the "cold palace"

According to the staff of Suning 418, household appliances such as hair clippers, breast pumps, and milk warmers that are convenient for mothers to take care of children are very popular, and home appliances with smart technology are even more popular: they can always be adjusted at a constant temperature. Milk devices, baby monitors that can talk to children, play music for children, and smart speakers with smart home interfaces, as well as high-tech products such as intelligent cloud educational robots and 4G children's watches of HKUST.

Industry sources told Home Grid that although the maternal and child appliance market is a market with great potential, not any company can stand firm in this market. Only targeted innovative companies and updated iterative products based on user needs can truly be Into the hearts of consumers. It can be seen that many home appliance companies have abandoned the stereotyped publicity in the past, but have designed and improved their own products according to the problems and pain points in maternal and child education, children's education, etc., to better solve consumer encounters. To the puzzle.

According to the home network, in the analysis of the characteristics of the American “baby boom” generation, scholars generally believe that the baby boomer culture is more optimistic, more willing to take risks, and more active in behavior, which is the ideal consumer type. It can be expected that the new generation of consumers in China, which has grown up under similar circumstances, will also play a positive role in promoting the future consumer electronics consumer market.

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