OFweek smart home network news Everyone usually visit the mall on weekends, do not know whether to find a phenomenon - the main theme park for children, more and more shops, and the crowd is hot, expensive, parents bring their children to play a flower 100-200 yuan is very common. It is not difficult to see from this that a segmented market for children is emerging. As an air-conditioner, what we are considering is, from the perspective of the air-conditioning industry, what kind of current status of children's air-conditioning is, and whether the boarding trend can usher in rapid development? Next, listen to the author's analysis.
Children's air conditioning market status
Since September 2014, when the United States introduced children's air conditioners, the air conditioner market segment, the children's air conditioner market, was born. After more than two years of development, the current children's air-conditioning market presents four major characteristics:
1 small scale
According to the monthly retail monitoring data of China Yikang Line, from January to April 2017, the share of retail sales and retail sales of children's air conditioners in the on-hook market was 0.31% and 0.38% respectively, which was a decrease of 0.09% and 0.12 respectively from the same period of last year. %.
2 Participate in brand less
At present, children's air conditioners sold are only two brands, namely Midea and Haier. According to the next month's retail monitoring data from the Zhongkang Line, from January to April 2017, Midea and Haier’s children’s air conditioners accounted for 98.2% and 1.8% of the retail sales of the overall children’s air conditioner market, respectively, and Midea’s dominant market share in this segment. .
3 models with high sales efficiency
There are currently 6 models of children's air conditioners sold. According to the monthly retail monitoring data of China Yikang Line, from January to April 2017, the single model sales efficiency of children's air conditioners (ie, the share of children's air conditioners in the retail market in the overall market/the number of children's air conditioner models) was 0.051%. The sales efficiency of the single model in the overall hang-up market, Midea's hang-up, and Haier's hang-up was 0.021%, 0.037%, and 0.015%, respectively. It can be seen that the children's air-conditioning is taking the fine line and the model sales efficiency is very high.
4 high premium space
According to the monthly retail monitoring data of the Zhongkang line, from January to April 2017, the average price of children's air-conditioning was 3,764 yuan, which was 24.5% higher than the average price of the on-hook market during the same period. In terms of subdivision product structure, the average price of APF secondary and tertiary air conditioners for children is 3,805 yuan and 3,793 yuan, respectively, which is 7.1% higher than the average price of APF secondary and tertiary hook products in the industry as a whole. 24.7%, it can be seen that children's air conditioner premium space 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 the scale is small but the premium space is very high, consumers are paying more attention to the health of children and the second child policy has begun to open. The outlook for children's air conditioning is very optimistic. Brands with a certain premium can lay out the market, but there are three principles worth noting:
First, children's air conditioners need high pricing strategies. Because consumers who purchase children's air conditioners are all paying great attention to children's health, the price concessions will not only promote purchases, but will also increase consumers' doubts. Therefore, the brand launch of children's air-conditioning needs to position the high-end;
Second, children's air conditioners need quality strategies. The children's air-conditioning market is relatively small and cannot support multiple models, so it must be the main product. In function design, functions such as kick prevention, children's sleep curve, and healthy air are all very essential functions;
Third, functional micro innovation is necessary. In the case of little difference in the technical level, to do a micro-innovation of functionality, it is likely to make your product closer to success than competing products. Is it possible to use induction technology to regularly generate an electronic report of the child's body temperature for parents' reference (reflecting the professionalism of the product)? Can we provide more differentiated services so that children can enjoy the health of the air? (Children need cleaner, more comfortable, more detailed experiences, can they create universal standards, different standards for baby hair, clean standards)? Can we add more dimensions such as humidity to give children more dimensions of air enjoyment? The above functions are for brand reference only.
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