Children's home textile market has great potential

During the Children's Day, the reporter visited all the textile stores in the capital and found that many home textile brands launched children's fashion home textiles. Compared with the past, the number of brands and products in the children's home textile market has been greatly improved, and the function and design of the products have also been continuously enriched. Many parents who choose products for their children are satisfied. As an important market segment in children's home textiles, infants and young children's home textile products are few, so that many consumers who come to buy home textile products for infants and children are completely puzzled, and empty-handed.

Half of handcrafting In recent years, children's home textiles as an important area of ​​the home textile industry and emerging markets continue to heat up, has received great attention of many people in the industry, some well-known home textile companies also set up an independent brand of children's home textiles, such as Rollei Kids, Bo Yang Bao, Meng Jie baby, children's home textile market this blank is being painted a little bit of color. However, there is still a corner of this gap left unfilled, that is, the baby textile market.

What brand of home textile products are purchased for babies? What are the purchasing channels? A survey on the consumption of baby products shows that 50% of the respondents said that the bedding used by the baby was hand-made by the parents, and 37.5% said that Will go to the mall to buy will also be personally done, only 12.5% ​​of young consumers choose to buy ready-made bedding (covered decoration renderings).

In today's rich materials, why do more than half of the consumers choose to make it by hand? An Ms. Chen, an expectant mother of “after 80s” said: “I’m not proficient in handicrafts. My mother is looking for a handmade tailor. The hand-stitched baby was defamed. My relatives and friends did this.” Looking at Ms. Chen’s dressing up, it was all from the mall’s brand goods. According to consumption habits, she should not be able to accept the manual sewing. Kind of old fashioned way. Ms. Chen explained: “Now, many baby products on the market have potential safety hazards, such as poisonous milk powder incidents, and children’s toys with excessive lead content. The baby’s bedding and pillows are personal products or are sewn on their own. The system is more secure. Moreover, the purchase process is not complicated. After a good fabric is selected, it can be removed in only a few hours, which is convenient and safe.” For Ms. Chen’s reply, a person in charge of the home textile store expressed his approval. Added: "Not that we are unwilling to open up a special sales area for baby home textiles. The main reason is that the current market is not well-suited. Many consumers choose to sew or purchase materials for custom tailoring, and very many consumers think that infants and young children should The bedding may be stained at any time, and the consumption is very large. It would not be worthwhile to spend hundreds of thousands of dollars for infants and toddlers to buy bedding.”

In addition to the consideration of safety factors and the double cost of both cost and standard, the range of choice is also the reason why many consumers give up the purchase of infant textiles from formal shopping malls. Compared with the mature children's home textile market abroad, China's children's home textile market is still in a toddler's situation. It is understood that in the western developed countries, the children's home textile market is already very mature. Many large-scale supermarkets and mother-and-baby chain stores have separate sales areas for children's home textile products. The number and type of children's home textile products are comparable to those of adult home textile products. The types of children's home textile products range from baby products to youth products, and each has its own strict product implementation standards. Products are manufactured by regular manufacturers, and have a perfect return and quality guarantee. The price is relatively close to the people, but there are also many high-priced products that use healthy and environmentally-friendly materials to choose from.

During a visit to the Beijing market, the reporter also discovered that home textile brands with baby bedding products are mostly from foreign countries, such as Mothercare in the United Kingdom, Zara Kids in Spain, etc., and home textile brands in China, even if they are the products sold by leading players in the industry. It is also difficult to find traces of infant products.

In addition to the reasons for insufficient domestic market accommodation, some of the company’s employees stated in their interviews that the high costs and the inconsistency with the consumer’s psychological price are also the main reasons for the depression of the home textile market for infants and children. A Beijing-based person responsible for the marketing of Aces-in bedding products said: "Since the implementation of the new national textile standards, the access threshold for children's home textiles products market has improved, and the standards for color fastness, formaldehyde content, and environmental protection certification have been fairly equivalent. Strictly and virtually increases the production cost of children's textiles."

It is understood that children's home textile products have higher requirements in terms of formaldehyde content, pH value, presence or absence of odors, shrinkage, and friction, while the standards for infant and child products are higher. In the Intertek eco-product certification system, infant and child products are listed as the first level. Infants and young children's own delicate skin brings higher standards for their products, which also brings more costs for the home textile companies in production.

When discussing with a person in charge of a well-known Nantong brand about why the company produces children's home textiles but has not been involved in baby products, the person in charge of the company stated that since the standards of infant products are different from those of children's home textile products for children over 3 years old, the cost of materials has increased. For a large part, the R&D cost of product design is also correspondingly higher, and special production lines are required. Once involved in the baby series, the human and material costs to be invested are no less than the re-development of a children's series of sub-brands, the risk is very high.

The market has great potential According to statistics, about 53,000 babies are born every day in China, and about 15 to 18 million people are born every year. The infant market (0-3 years old) has a market capacity of at least 50 million people each year. In addition, baby's skin is delicate and fragile. It requires a wide range of quilts and pillows. Some families even prepare more than ten kinds of home textile products for infants, including sleeping bags of various sizes, blankets and quilts of various materials, and various cores. Pillows. It can thus be seen that the market demand for infant and young children's home textile products is extremely alarming and the market potential is very large.

A well-known brand general manager told reporters that the company is not blind to the huge market potential of infants and young children, high costs, high standards, high security and consumer habits and other factors make the company prohibitive, but with the gradual maturity of the home textile industry and people With the upgrading of consumption habits, more and more companies will be involved in the home textile industry, and the segmentation of infant textiles will become a trend.

The infant textiles market with such a promising future is just like uncoated white paper. People feel regretful and surprised at the same time that the textile industry should pay enough attention and concern. The children's home textile market is gradually emerging. Consumers expect to see the home textile market of infants and children can also be full of vigor and vitality. On the occasion of the Children's Day of Children’s Day, the home textile enterprises should think carefully, step into the field of infants and young children home textiles, how to lead the concept of consumption of infant products, and how to balance the cost of products with the psychological price of consumers. The relationship, how to enjoy this delicious piece of baby home textiles. I believe that in the near future, there will be home textile companies who will give satisfactory answers to consumers who care about infant textile products.