Diversification to luxury, why carry a school bag? Jan 15 20:33
The entrance ceremony season is coming soon. Isn't there a lot of homes that are resonating with school bags? Recently, as various colors and materials come out, the cost of school bags is increasing year by year. We interviewed what is happening now. (Reporter of the Network Media Akihiko Kanno Yoshiyuki Gun)
The purchase price rises to the right
I tried putting "school bag" in the net search. Then, various school bags with various colors and materials come out. When the reporter (in his 40s) was a child, red and black were the mainstream and there was a sense of separation. Some luxury goods cost 200,000 yen.
The leather used is made of a material that can be obtained from only about two horses per horse, and is hand-finished by craftsmen. It is said that the two types, "Wine Red" and "Black", are limited to 30 pieces each, but are selling well.
"Miki House, the person selling this school bag, says," Parents and grandparents who want to use strong and solid products for six years have been bought. " Actually, the average purchase amount of school bags is increasing year by year.
According to the "Selling Industry Association" made by manufacturers and private think tanks, the average purchase price was 52,300 yen as of January to February 2019. Since it was 29,900 yen in 2006, it has increased 1.7 times in the last 13 years. Why is it so high?
The keywords of Naoko Kuga, a senior researcher at the Nissay Research Institute, which specializes in consumer behavior, are "declining birthrate" and "wallet circumstances."
Dr. Kuga: "In the declining birthrate, the expenditure per child is increasing. In addition, not only parents but also grandparents of both parents are paying money, so to say," 6 It seems that the `` pocket '' phenomenon is pushing up the purchase amount. ''
What is the history of school bags?
I checked the history of school bags. According to the "School of Schools", the school was founded in 1877 (Meiji 10).
Based on the philosophy that "everyone at school should not bring the home environment to the place of education", he said that "school supplies should be brought by their own hands" in 1885 (Meiji 18), carriages and rickshaws. Schools and children are not allowed to leave luggage with servants.
At that time, the "back" for the military was adopted. Both hands were empty to carry luggage, and it was convenient to carry. This backbone was called "Lancel" in Dutch, so the word "school bag" was born.
In 1887 (Meiji 20), Hirofumi Ito presented a box-shaped schoolbag to Emperor Taisho as a celebration of admission to Gakushuin. This is the beginning of today's school bags.
Ten years later, the detailed shape and dimensions were unified, and a style called "Gakushuin" was completed. Even after more than 100 years, the basic style of school bags has not changed.
Should I use school bags?
But do elementary school students have to use school bags in the first place? When he asked the question to the Ministry of Education, Culture, Sports, Science and Technology, he replied, "There are no laws or regulations regarding the use of school bags." MEXT does not understand why many elementary school students use school bags.
So what about closer to the site? We asked the Board of Education in Shibuya-ku, Tokyo, where the NHK Broadcasting Center is located. Then, he said, "There is no clear rule in Shibuya Ward."
In Shibuya Ward, they do not teach that they should or should not use school bags, so it seems that there is no problem even if you go to school other than school bags. However, both hands were vacant and recommended bags for reasons such as danger when falling in lower grades.
A person in charge of the Shibuya Ward Board of Education said, "In Japan, the image of elementary school students is a school bag, so many children use school bags even if they do not specify it." Was.
A unique bag grown in the area
In some areas, some school bags have evolved independently. In Otaru, Hokkaido, many children use a school bag called Napland.
The inventor was Masayuki Murata, who ran a bag shop in Otaru city. In 1970 (Showa 45), an elementary school teacher in the city asked if there were easy-to-use bags for children.
The origin of Knapland was named after "knapsack" and "bag". The most distinctive features are lightness and waterproofness. Considering the local circumstances of Otaru, which has many slopes and a lot of snow, it weighs about 660 grams, which is about half that of ordinary school bags. Made of nylon and durable. The current price is also reduced to around 7,000 yen.
In particular, it is not specified by the City Board of Education or the school, but it is said that many elementary school students in the city use it. Tatsuya Murata, the third president who also worked on the development himself, says, "I wanted to create something that is rooted in the community. I also want to provide children with something that is easy to use."
Reuse school bags and gifts
As the purchase cost of school bags increases, what is of concern is the "school bag gap" due to differences in the family's economic situation. Some local governments are reusing school bags and giving gifts as part of childcare support.
Of these, Fukui City is conducting a business of collecting school bags that are no longer needed since last year and using them for the homes they need. Last year, more than 100 gathered, 57 of which were handed over.
Also, Hitachi City, Ibaraki Prefecture, makes its own school bag and presents it to all new students. Its history is surprisingly old, beginning 45 years ago. Two years ago, the first oil shock caused prices to rise and began to reduce the financial burden on families.
The material is synthetic leather. You can choose from two types of black and red zipper. More than 100,000 school bags have been distributed so far. It seems that there is no rule that you have to use this school bag, but most elementary school students have been using it for six years, and in Hitachi City, it is said that school bag refers to this school bag.
What it will be? school bag
As I went through the interview, I realized that I was not necessarily forced to use school bags. However, there are many people who actually choose school bags.
Then, what will happen to school bags in the future? `` The trend of selling high-priced school bags as 'petit luxury goods' in order to ensure profits due to rising raw material prices and declining birthrates remains unchanged, Isn't it? " On the other hand, he points out that there will be a tendency to choose school bags from more diverse options in the future.
Professor Shirato: "Recently, schoolbags that are cheap and fashionable, and schoolbags that emphasize functionality such as easy luggage and easy carrying, are increasing. We are worried that our children will be bullied because they are different from the surrounding children Some parents do this, but from now on, it is becoming increasingly commonplace to select school bags that match the children's individuality rather than such side-by-side awareness. ''