Upgrade the quality of parent-child consumer prosperous attractive
newspaper reporters common sense
In recent years, with the increase in per capita income in our country, the living standards of the people are getting higher and higher.
In particular, the "post-80s" and "post-90s" have become parents one after another. Their parenting, education and consumption concepts are more advanced, they are more willing to invest in their children, and pay more attention to parent-child education.
Under this trend, parent-child consumption has entered a stage of rapid development.
Statistics show that the scale of my country's children's consumer market has exceeded 4.5 trillion yuan.
Various training institutions and consumer projects have set their sights on the parent-child market. Many activities that used to be only attended by adults have now introduced parent-child courses to guide adults to accompany their children to experience, learn and grow.
During the winter vacation, the reporter visited several well-known parent-child “check-in places” in Beijing and found that parent-child consumption showed some new changes and new atmosphere.
Parent-child format has become a must-have for shopping malls
During the Spring Festival, for most parents with children, the most important task is to accompany the "little beasts" to eat and have fun.
Early in the morning of the fifth day of the fifth day, Ms. Jiang Cong, who lives in Huilongguan Community, Changping District, Beijing, got up early and started preparing for a day trip.
For couples who are usually busy at work, accompanying their children is the top priority during holidays.
Jiang Cong told reporters about her one-day itinerary: In the morning, we went straight to a strawberry picking garden in Changping to experience the fun of nature with her children.
At noon, I rushed to Blue Harbor in Chaoyang District to have dinner with my friends and family. In the afternoon, I accompany my children to play in the children's amusement park there, and go home after dinner in the evening.
She probably figured it out. The expenses for this day are around 1,000 yuan.
Jiang Cong said that this is basically the "starting price" for taking the baby out, which does not include additional "additions" such as buying toys, applying for cards, and applying for training classes.
Many parents said that as their children grow older, various expenses are also increasing day by day. The saying "the child's money is best earned" is not groundless.
According to the survey results of the China Children’s Industry Research Center, about 80% of the family’s children’s expenditures account for 30% to 50% of the family’s expenditures.
Blue Harbor is a well-known shopping mall in Beijing that focuses on parent-child business. Xu Zheng, the director of its operations department, told reporters that Blue Harbor has about 120 children’s businesses. Although the parent-child training sector has been greatly affected by the epidemic since last year, parent-child training Entertainment and consumption have recovered or even surpassed the state before the epidemic.
During the Spring Festival this year, the average daily passenger flow of Blue Harbor reached 50,000, an increase of more than 30% over 2019.
Xu Zheng said that the surrounding area of Blue Harbor is a mature community. There are many parents who bring their children to play on holidays, and the consumer group is relatively stable.
Parent-child consumption should consider the experience of both the child and the parent at the same time, especially the current young parents have high spending power, and their desire to shop is also strong when they go out with their children.
During the Spring Festival holiday this year, Blue Harbor’s sales have increased by more than 50% compared to the same period in 2019.
In addition, relying on the advantages of the project environment and merchant portfolio, Blue Harbor will launch a variety of theme activities for parent-child consumption during the holidays, which has become a distinctive business card.
Seeing the business opportunities for parent-child consumption, major shopping malls have already begun to actively deploy parent-child businesses.
The “2020 Brands Paying Attention to Newly Opened Shopping Malls TOP100” released by Business Big Data shows that among the segmented experience formats, the child parent-child format accounts for 9.54%, second only to catering, and becomes the second largest experience format.
Located in Wangjing Community, Chaoyang District, Beijing, the Indigo Shopping Plaza has five floors. Parent-child business occupies two floors. It is filled with various cartoon animation models and dolls, making parents and children feel like they are in a fairy tale kingdom; in Intime Department Store Beijing Dahongmen store, the person in charge Hu Jiana told reporters that the consumer groups around the mall are mainly 35 to 45 years old, and they are the main group of "baby walking". This year, the mall will consider continuing to enrich parent-child entertainment and child training categories, and strengthen the parent-child sector.
Pay more attention to personalization and quality
Currently, the parent-child consumer market is very prosperous.
As consumers choose more space, they also put forward higher requirements on the quality of products and services.
"Homogeneous things are difficult to be favored by parents and children. Fresh and interactive projects become the first choice." Jiang Cong said frankly.
In October last year, the National Development and Reform Commission, together with the Ministry of Finance and other 13 departments, issued the "Working Plan for Expanding Domestic Demand and Promoting Consumption in the Near Future", which mentioned that we must adhere to supply-side structural reforms and lead the creation of new demand with high-quality supply adaptation. Improve the quality and flexibility of supply to meet the people's needs for individualized, diversified and high-quality consumption.
During the interview, the reporter also found that parent-child consumption is developing in the direction of individualization, quality and youth.
Originally Handmade is a special shop in Blue Harbor. It mainly teaches children to make some wooden and leather works by hand, providing modern carpentry experience.
Various models are displayed in the shop, including cars, airplanes, ships, tricycles, etc.
"These are the children's own choice, with the guidance and cooperation of parents and teachers." The shop assistant who originally intended to make hand-made told reporters that hands-on ability is an indispensable skill in the growth process of children. Many parents now Realizing this, there are not a few who bring children to experience and learn.
At the vfly trampoline park of Beijing Spruce Outlet, friends of all sizes come in droves. The trampoline, slides, shooting, rock climbing, ocean ball and other dozens of sports in entertainment venues are very popular.
According to the staff, nearly 1,000 people entered the venue every day these days.
"There are very limited places where children can'discharge' in winter, so hurry up and sign a card. The biggest feature here is that adults and children can play together. It is very interactive and will come next time." Hanhan's mother said.
In addition, parent-child skiing, parent-child horsemanship, parent-child golf, parent-child swimming, parent-child baking and other training and entertainment programs are endless, mobilizing every nerve of adults and children.
The reporter noticed that parents have an increasing demand for the quality of parent-child consumption.
“Buying a good quality and durable new clothes for the baby during the New Year is the general psychology of parents.” Ma Yuanyang, a staff member of Intime Department Store’s maternal and child category, told reporters that during the festive period, the high-end children’s clothing brands in Intime Department Store led the rise. .
In terms of toys, parents are paying more and more attention to entertainment and education. Toy brands such as Kidsland and Lego that focus on intellectual development and parent-child interaction are generally welcomed.
Parent-child travel is an amusement method that integrates education, affection, experience, and entertainment, and is an important part of parent-child consumption.
Ctrip's "Report on China's Parent-Child Travel Consumption Trends in 2020" shows that parents of "post-80s" and "post-90s" are the main group of parent-child travels, accounting for 41% and 32% respectively.
At the same time, parents have higher requirements for the quality of their stay. In the star distribution of parent-child hotels, 4-star and 5-star hotels together account for 45%.
The market needs further improvement
"I'm willing to give my children a card for consumption, but the most worrying thing is how long the store can open? Will it close before the card runs out? How professional is the training organization? Will it guide the children by mistake?" Similar worries and concerns.
The reporter learned that behind the boom in parent-child consumption, there are indeed many problems and hidden risks.
Especially since last year, due to the impact of the epidemic, parent-child projects have been closed, closed down, and "run away" after receiving money and applying for a card.
How to protect the legitimate rights and interests of consumers?
How to make up for shortcomings and promote the healthy development of the parent-child consumer market?
According to Lu Fuyong, director of the Industry Department of the Education and Open Economy Research Center of the University of International Business and Economics, at present, the industry self-discipline in the field of parent-child consumption is obviously insufficient, and the grades and levels of products, institutions, and employees are also uneven. Enterprises and institutions do not yet have good leadership capabilities.
Some educational products and courses have content that is unsuitable and not conducive to the growth of children, especially in AI products and online course content.
"At the same time, industry supervision is insufficient." Lu Fuyong said that while focusing on economic benefits, parent-child education and training institutions may overlook the nature of education.
Some early education institutions even infiltrate elementary school courses into early education classes, and they have received the tacit approval of some parents, forming a blind spot in the supervision of the parent-child consumer market.
Lu Fuyong believes that the healthy development of the parent-child consumer market requires joint efforts in many aspects.
First of all, parents should enhance their ability to distinguish and establish a correct concept of parenting. They should not follow the trend at will or be easily affected by inappropriate hype. Second, relevant departments should strengthen supervision, follow up new business formats in a timely manner, adopt new supervision strategies, and improve supervision and supervision. Efficiency, make good use of the "blacklist" system and social credit management system to ensure the healthy and orderly development of the parent-child industry, and ensure the rights and physical and mental health of parents and children; third, industry associations and other social organizations should play an active guiding role, especially the head Ministries, enterprises and institutions should set a good example, promote industry self-discipline in many ways, and improve service quality and standards.