PConline Talks In the last two years, such a batch of products have emerged in the field of home appliances. They often have a cartoon appearance, high additional functions, and high prices. These products are children's appliances. With the improvement of living standards and parenting awareness, baby products for pregnancy, infants and children have gradually become a lucrative industry. The opening of the second-child policy this year has also made home appliance companies caught in price wars see a new life. Children's appliances come into play.
Looking at the market of children's home appliances, it can be roughly divided into two kinds. First, based on the original home appliances, the design is more influenced by children's appearance or some kind of function for children, called "improved", such as Children's air conditioners; Second, new products that are directly developed to meet children's needs, such as breast-flushing devices, stuffy egg devices, etc. We can call it “primaryâ€.
However, no matter what kind of children's appliances, there is a problem of "concept is more than substantial." Every time children's day and school season, many businesses are promoting the name of children's appliances in the name of promotion, but actually there is no immediate point of pain. The products, children's home appliances have become a kind of marketing gimmick that allows products to sell at high prices.
From a marketing point of view, when the original product is sufficient to satisfy the user's basic needs and the original market reaches saturation, the operator will often divide the new market segment to create new growth points. This feature is even more pronounced in the area of ​​fast moving consumer goods, such as sugar-free cola, men's shampoos, and more. For household appliances for durable goods, once the segmentation market is successfully established, it will bring about a continuous dividend period of several years or even 10 years.
Market segmentation (market segmentation) refers to the market segmentation process in which a marketer divides a product's overall market into a number of consumer groups through market research, based on differences in consumer needs and desires, purchasing behavior, and buying habits. . Each consumer group is a market segment. Each market segment is a group of consumers with similar demand tendencies.
Chinese parents have the unique feature that they are willing to spend money on children. Therefore, children's household appliances will certainly be a potential market. However, in fact, China does not currently have standards for children's electrical appliances, and related systems need to be improved. Consumer demand for children's home appliances is still in its infancy. This has led to the fact that most of the products on the market are merely superficial.
Taking children's air conditioners as an example, many home appliance brands have introduced their own children's air conditioners. “Preventing kicking the quilt†is the biggest selling point of such air conditioners. Children's air conditioners claim that when children kick a quilt, the air-conditioning intelligent system will promptly sense and automatically adjust. Outlet temperature, wind speed and direction.
It seems to be intimate, but when you ask about the extent to which the sensor is effective, neither the manufacturer nor the seller can tell one. As for functions such as formaldehyde removal and automatic cleaning, it is simply not a child's special needs. These functions can also be realized on slightly expensive ordinary air conditioners.
Recently, many smart TVs have also begun to emphasize children's functions, such as adding educational content and preventing peeks. However, this type of functionality does not essentially meet the needs of children. Instead, it is more from the perspective of parents. We hope to help them alleviate some of the burdens and call them "parent television" seems more appropriate.
In addition to gimmicks being more than practical, the safety of children's appliances is a problem that cannot be ignored. As mentioned in the previous article, there is no relevant standard for the safety of children's home appliances in China. As a parent, in the absence of standards, it is certainly not willing to let their children “sacrificeâ€.
In those "primary" children's home appliances, the safety issue is even more prominent. Because the developers and producers of these products are mostly small manufacturers, the quality of products is difficult to reassure. In order to please the eyeballs, some manufacturers have even made small appliances into a cartoon shape regardless of national regulations.
According to GB4706.1.2005 “Safety of Household and Similar Electrical Appliances†, the shape and decoration of the appliance enclosure should not make the appliance easily regarded as a toy by the child. For example, the enclosure is made into an animal, human or similarly sized model. The significance of this provision is to avoid the risk of electric shock caused by children playing electrical appliances.
Although the regulations have long existed, going to the Internet to search for "children humidifiers" will still pop up a lot of toys that look like toys. This kind of "children's home appliances" is more dangerous than ordinary home appliances. It is ridiculous.
In addition, some experts have said that the direct placement of household appliances in children is a blind mistake in home appliance marketing. Children are not real consumers, and buying decisions are often held in the hands of parents. So now children's appliances are actually pleasing parents rather than meeting the real needs of children. On the other hand, for children, in any case, the independent use of electrical appliances at 220V is dangerous.
What kind of children's appliances do we need? I am not qualified to speak because I do not have any children. However, at least I know that for those who use the word "children", they are just making money for home appliances. We don't need them.
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