(Original title: Shenzhen, which accounts for half of the hundreds of billions of smart children's products market)
In the past two or three years, smart phones have rapidly become popular and smart hardware has become increasingly popular. More and more parents are willing to accept smart products to accompany their children.
Wang Yufeng
All consumer goods are upgrading and children's consumer goods are no exception. Simple puppets, building blocks, and Barbie dolls have been difficult to meet the needs of a new generation of children. Only by taking advantage of smart rides can young parents get their eyes on them.
The most varied and favorite follow the trend - in the rapidly growing field of children's intelligence, it is difficult to predict the next hot spot explosion.
"This year, we have introduced a new sleep aid lamp for children outside of adult intelligent sleep health products. The market feedback is quite good." Recently, a business owner in Shenzhen Huang Jinfeng introduced a new product strategy to the First Financial reporter. .
Five or six years ago, he had "preliminary taste" of children's smart products, but soon lost his field and this year he made a comeback. Not long ago, his company received 50 million yuan in wind investment.
In the past two or three years, children's smart products have become increasingly popular under the rush of smart hardware. However, with the rapid rise of the industry is the lack of industry standards, and the resulting market chaos.
Learning machines, electronic dictionaries, complex/point reading machines, telephone watches... The field of children's intelligence is a market with huge demand, and at the same time, the market hot spots are updating rapidly. Although the product itself does not have a high technical threshold, it can capture the children's market in combination with technological innovation and market demand.
Industry insiders predict that in the next five years, the industry will usher in a round of reshuffle, and some leading enterprises will stand out and “take up the hill as the kingâ€. Companies are trying to get a slice of the market before the dust settles.
Shenzhen accounts for half of the national output value
The children's consumer market has always been a must for business. According to the "Statistical Communiqué of the National Economic and Social Development Statistics of 2016" issued by the National Bureau of Statistics, by the end of 2016, the population aged 0-14 years in China has exceeded 230 million. In 2016, the scale of children's consumer market was about 2 trillion yuan, and it showed an upward trend year by year.
At the same time, the total retail sales of consumer goods reached 33.2 trillion yuan last year, a year-on-year increase of 10.4%. According to the analysis of the Ministry of Commerce, quality and upgrade products are one of the hot spots for sales. Smart, green, big brands, and high-quality goods are welcomed by the market.
At present, the intelligentization of children's products is a big trend. Intelligent products with distinctive characteristics have emerged and children's intelligent products have been widely accepted by the public. At the same time, industry organizations have also emerged.
In early June of this year, the Shenzhen Children's Smart Products Association announced the establishment of the association, which is the first child intelligence product industry association in China. Children's smart products cover a wide range of products including: functional products such as children's shoes and bracelets; communication products such as watches; educational products such as story machines and pens; health products such as smart toothbrushes and help Sleep lights, etc.; smart toys, such as talking robots.
An Zineng, Secretary-General of the Shenzhen Children's Smart Products Association, told the First Financial reporter that the local market ranked first in sales of smart watches, and the second was intelligent learning machines. Large companies had more than one billion yuan in output value a year. . The third is a children's robot. The price is high and sales are large.
How big is the market for children's smart products? Although it is difficult to find exact figures at present, Anzien estimates that the market size is now several hundred billion yuan and may reach trillions in the future.
Shenzhen is the most concentrated R&D and production base for China's smart products, and it is also the most important intelligent product distribution center in China. An Zineng introduced that the output value of children's smart products in Shenzhen accounted for half of the national output value. Although some brands are foreign, they are actually produced in Shenzhen.
Why is the value of children's smart products in Shenzhen occupying half of the country? One reason is the transformation of a large number of local mobile phone companies. An Zineng said: “In the past when the mobile phone industry was prosperous, it was probably 2010. Shenzhen has more than 2,000 mobile phone companies. In recent years, with the rise of smart phones and big brands, the industry experienced a round of reshuffle. The transformation of small and medium-sized handset companies has turned into smart products, and a large part of smart products is children's intelligence."
He added: “At present, it is estimated that there are 2,000 enterprises that make children's smart products in Shenzhen. There are hundreds of companies that make watches and bracelets. The production value has not been counted, but it is estimated that there will be several billion yuan a year.â€
Rapid development of the industry
The child smart product industry is in a period of vigorous development. Take children's smart watches, this explosion is hot from 2015.
At the “Ninth Mobile Internet Investment Forum†held at the Zero2IPO Group in September 2015, Li Zhihua, CEO of Magnet Technology, a wearable hardware startup company, stated that in 2014, only a few hundred thousand children’s smart watches were shipped. However, by 2015, the monthly shipments will be hundreds of thousands.
In addition, according to the "2017-2022 China Smart Toy Market Operational Situation and Investment Strategy Report" published by Zhiyan Consulting, the smart toy products in children's smart products will increase at an average annual rate of 75% over the next five years. Exceeds the toy industry's average annual growth rate of 6%.
Huang Jinfeng is the principal of Shenzhen Megade Technology Development Co., Ltd. As early as the children's smart products entered the rapid development period, Huang Jinfeng involved in the industry. In 2012, he launched a children's sleep safety monitor - on the mattress to monitor the newborn's heartbeat and breathing, to prevent neonatal sudden death. But reality is always better than dreams.
The development of science and technology is changing with each passing day. In the past two or three years, smart phones have rapidly become popular and smart hardware has become increasingly popular. More and more parents are willing to accept smart products to accompany their children.
Last year, Huang Jinfeng, who was "after 80," had children. He began to turn his attention to the field of children's intelligence, which he has always remembered, and officially launched the smart sleep light this year. Huang Jinfeng said: "We started to sell outside the market in late May this year and we are entering the market now. Short-term sales are still not good statistics, but the market feedback is good. It is estimated that selling 20,000 to 300,000 units a year is not a problem."
For another industry newcomer Xu Chunwei, he has clearly felt the enthusiasm of the market. He is the general manager of Shenzhen Hao Interactive Technology Co., Ltd. In the first half of this year, they also started to sell newly developed children's smart toothbrushes. The development momentum is good, and now they can sell over a thousand on the e-commerce platform.
“We sell single toothbrushes for between $100 and $300. It's a good day's sales.†He told First Financial reporters that previous smart toothbrushes could play games but required children to use mobile phones or tablets. Do the interaction. They are abandoning mobile phones and tablet computers, and children brushing teeth from different angles will experience different light and sound, so that children like to brush their teeth.
As new consumer groups are emerging and coupled with a good momentum of development, Xu Chunwei is clamoring that the smart toothbrush business for children can achieve the scale of several hundred million as soon as possible to replace the current main business mobile phone.
After five years, shuffled leading companies?
The IDC China Wearable Device Market Quarterly Tracking Report showed that in 2016, smart watches in the Chinese market had the highest shipments of young geniuses, with 3.6 million for the whole year, which surpassed 1.49 million for Apple Watch; the year-on-year growth rate also reached a staggering 234.9. %.
Although many businesses are fortunate enough to catch up with the industry's outbreak, the lack of standards and the resulting market chaos associated with rapid development are associated with this emerging industry.
Take the children's smartwatch industry as an example. Some people worry that the chaos of development will lead to the failure of the industry.
In the past few days, Ms. Shi from Shenzhen is preparing to buy a smart watch for her son who is going to school. Almost all of her relatives' children in Shandong had bought. She told the First Financial reporter: “There is almost one person in primary school who can talk to the child at any time and can also see the trajectory of the child's walking. There are counts of parents who are there.†However, she is troubled by the addition of many watches. Unnecessary game features, children easily indulge them. Many parents also worry about imperfect functions, long battery life, and inaccurate positioning.
“This is also one of the reasons why we established the association. We hope to introduce a unified product standard, regulate the development of the industry, and increase the acceptance of the market.†An Zineng said, “Now, most products have low barriers to entry, and The threshold is not high, the selling price varies from tens of yuan to a few hundred yuan, and the profit margin is small. Therefore, although the market space is large, the homogeneity competition in the future is serious and the price may be very low.â€
In fact, children's smart products have begun shuffling. Take the number one smart watch for sales, as the cooling of the wearable device market has shown signs of decline, many brands have disappeared into the eyes of consumers.
An Zineng estimated that it will take about five years until the day when the shuffling is successful. After five years, the market will have leading companies with a share of 10% and 20%.
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