Children's Photography: Use the lens to retain the innocence (consumption kaleidoscope)
"I want to use light and shadow to record this precious moment." Recently, Ms. Wang from Fangshan District, Beijing took her baby who was just full moon to a children's photography agency to take a set of full moon photos. Looking at the cute little details of the baby, Ms. Wang was very happy.
With the upgrading of consumption and the improvement of quality of life, spending several hundred yuan and several thousand yuan to take photos of children, recording the growth process of children from birth, has gradually become a new consumer fashion.
The growth of market demand has promoted the rapid development of the children's photography industry, and a large number of professional children's photography agencies have emerged, specializing in newborn photography, infant photography, parent-child photography, etc.
The children's consumer group is very large. According to the seventh national census, the population of 0-14 years old is 253 million. The implementation of the three-child policy has injected new momentum into the vigorous development of the children's photography market.
“Last time my baby came to shoot when it was 100 days old, this time I will shoot another one at the age of one year.” Ms. Liu's family from Chaoyang District, Beijing came to a children's photography agency, ready to experience parent-child shooting again.
Compared with photography in other industries such as wedding photography and comprehensive photography, children's photography is characterized by its high frequency of consumption, and consumption may occur at all stages such as birth, one-year-old, and enrollment.
Children's photography agencies strengthen the emotional connection with consumers through meticulous and caring services, and achieve the purpose of attracting repeat customers.
According to data released by the Chinese Portrait Photography Society, in 2019, there were 423,000 business units in the portrait photography industry in China, of which children's photography business units accounted for 33%.
According to calculations by relevant institutions, in 2020, the annual output value of my country's children's photography industry will exceed 100 billion yuan, and it is expected to reach more than 120 billion yuan this year.
There are also some problems in the rapidly developing children's photography industry.
For example, some consumers are attracted to the store by low prices, but are promoted by high-priced products; some consumers spend tens of thousands of yuan to order a "growth package" that can be filmed every year, but find that the quality of service in the following years has declined.
According to statistics from the Chinese Society of Portrait Photography, most of the children's photography industry is small and medium-sized enterprises below the designated size. Some companies have problems such as low-price customer acquisition, homogenization of products, high invisible consumption, and high customer complaint rate.
In recent years, relevant government departments and industry organizations have actively guided enterprises to build integrity and standardization, focusing on improving operations, clarifying regulations, improving quality, and establishing brands to improve the products and services of the children’s photography industry, and to meet consumers’ personalization, Diversified needs help children's photography to better retain the innocence with the lens.
It is expected that relevant departments will speed up the introduction of relevant policies and measures to standardize the development of the industry, and promote the stability and long-term development of the children's photography industry.
Yang Xiangyu