When you usually go to the mall on weekends, you don’t know if you find a phenomenon-there are more and more theme parks and merchandise stores focusing on children, and the crowd is very hot, the price is high, parents take their children to play for 100-200 yuan very common. It is not difficult to see that the market segment for children is emerging. As an air conditioner, what we consider is, from the perspective of the air conditioner industry, what is the current status of children's air conditioners, and can they take the trend to usher in rapid development? Next, let's listen to the author's analysis.
Current status of children's air-conditioning market
Since Midea launched the children's star air conditioner in September 2014, a sub-category of the air conditioner market-the children's air conditioner market was officially born. After more than two years of development, the current children’s air-conditioning market mainly presents the following four characteristics:
1 small scale
According to the monthly offline retail monitoring data of Zhongyikang, from January to April 2017, the retail volume and retail sales share of children's air conditioners in the on-hook market were 0.31% and 0.38%, respectively, which fell by 0.09% and 0.12 respectively compared with the same period last year. %.
2Less participating brands
There are only two brands of children's air conditioners currently on sale, namely Midea and Haier. According to the monthly offline retail monitoring data of Zhongyikang, from January to April 2017, Midea and Haier’s children’s air conditioners accounted for 98.2% and 1.8% of the total retail volume of the children’s air conditioner market, respectively. Midea has an absolute advantage in this market segment. .
3 models have high sales efficiency
There are 6 models of children's air conditioners currently on sale. According to Zhongyikang’s offline monthly retail monitoring data, from January to April 2017, the single model sales efficiency of children’s air conditioners (that is, the retail sales share of children’s air conditioners in the overall market/the number of children’s air conditioners) was 0.051%. Under the overall market, Midea’s and Haier’s single-model sales efficiency were 0.021%, 0.037%, and 0.015%, respectively. It can be seen that the children's air conditioner is taking the boutique route, and the model sales efficiency is very high.
4 high premium space
According to the monthly offline retail monitoring data of Zhongyikang, from January to April 2017, the average price of children's air conditioners was 3,764 yuan, which was 24.5% higher than the average price of on-hooks in the same period. In terms of product structure, the average prices of APF secondary and tertiary children’s air conditioners are 3,805 yuan and 3,793 yuan, respectively, which are 7.1% higher than the average prices of APF secondary and tertiary on-hook products in the overall industry. 24.7%, it can be seen that the premium space for children's air-conditioning is very high.
From the above four characteristics, it is not difficult to see that the children’s air-conditioning market is a very high-quality market segment. Although it is small in scale, the premium is high. Nowadays, consumers are paying more attention to children’s health and the second-child policy has begun to be liberalized. , The prospect of children’s air conditioners is very optimistic. Brands with a certain premium can be deployed in this market, but there are three principles worth noting:
First, children’s air conditioners require high pricing strategies. Since consumers who buy children’s air conditioners attach great importance to their children’s health, price concessions will not only promote purchases, but will deepen consumers’ doubts: cheap goods are not good products. Therefore, the brand to launch children's air conditioners needs to be positioned in the high-end;
Second, children’s air conditioners need a boutique strategy. The children's air conditioner market is small in scale and cannot support multiple models, so it must focus on boutique products. In terms of functional design, anti-kick quilt, children's sleep curve, healthy air and other functions are all essential functions;
Third, functional micro-innovation is very necessary. When the technical level is not much different, doing a good job of functional micro-innovation is likely to make your product closer to success than competing products. Is it possible to use induction technology to regularly generate corresponding electronic reports of children's body temperature for parents to refer to (reflecting the professionalism of the product)? Can we provide differentiated and more detailed services so that children can enjoy the health of the air? Can dimensions such as humidity be added to give children more dimensions of air enjoyment? The above functions are for brand reference only.
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