Children's furniture into a "cake"?
Good children's furniture is even more expensive than adult furniture.
In August of this year, China's first national standard for children's furniture, "General Technical Conditions for Children's Furniture," will be officially implemented. The introduction of this standard will end the current situation of children and adults sharing a national standard for furniture. June 21 is the traditional promotion season for children's furniture. The Beijing News reporter visited the market and found that the current price of children's furniture is generally high, and the market reacts to new standards. Brand companies believe that the new national standard for children's furniture raw materials, processes, equipment, etc. Asking for higher requirements may lead to an increase in the cost of some SMEs and increase the price of finished furniture.
Less brand and serious homogenization
The reporter found that compared with ordinary furniture, children's furniture, although small in size, has a lot of production techniques, and has higher requirements in production technology, safety and environmental protection, and detail design. However, due to the long-term lack of relevant national standards and industry standards for the production of children's furniture, the basic application of adult furniture standards, resulting in many problems in the children's furniture market.
In the product design, the children's furniture market is highly homogenized, mostly using pine, the design is similar, the difference is not big. Many small manufacturers rely on plagiarized brand products, lacking individuality and originality, and raw materials are not transparent.
At the same time, the children's furniture market is mixed, with fewer famous brands. Even in the brand store, the children's furniture area is very small, only Fulaisha, I love my family, love more and other well-known brands. In small and medium-sized stores, although many children's furniture can be seen, most of them are unknown or brand-free, and the quality of the products is rough.
In terms of price, whether it is a brand enterprise or an unnamed small and medium-sized enterprise, the prices of products are generally higher, and some are even higher than adult furniture. In the cool Manju store, the reporter saw a set of Mickey series of Lushuihe solid wood particle board material double door bookcase price of 2895 yuan, not less than the price of similar products in the brand of Yifeng, Knightl and other brands. In a lovely multi-store, the price of a 1.2-meter-wide Ozon particleboard material single bed is about 2,500 yuan, even higher than the 1.5-meter wide double bed of the same type on the market. The price of imported furniture such as Fleiss is still high.
Sun Shuwei, deputy general manager of A home, said that from the perspective of the industrial chain of children's furniture, all aspects of raw material production, factory and sales are not standardized, the standards are not clear, and the operational space and flexibility in the industry are very large. Among the companies that produce and sell children's furniture on the market, non-standard SMEs account for about half of the total. The market is chaotic, management lacks strong basis, lack of authoritative research and management institutions, which makes many children's furniture have security risks.
Prices may increase in the short term
Many companies have begun to adjust to the arrival of new standards. The sales staff of Ximengbao Children's Furniture in the North Fourth Ring Store told reporters that the factory has begun to upgrade the factory environment and technology in accordance with the new standards, and also finely manages the procurement and control of raw materials.
Some consumers affirmed that the new national standard is committed to eliminating the safety hazards of children's furniture and improving environmental performance. However, there are still concerns about the lack of relevant management and testing institutions for children's furniture, and there are also concerns about companies taking the opportunity to raise prices.
Sun Shuwei believes that the price increase or non-price increase of children's furniture will not depend on any policies introduced, but on whether the cost will increase. Children's furniture costs twice as much as adult furniture.
Zhao Ruihai, president of Qumei Furniture, said that the current big brands on the market have high requirements on design, material control, scalability and functionality, and quality is guaranteed. To meet the standards, cost is a must.
Huang Xiaobin, general manager of Colorful Life Children's Furniture, told reporters that the high price of children's furniture and high profits is a misunderstanding. Children's furniture has higher requirements for material selection, hazardous materials control, production technology and equipment, and the cost is correspondingly increased. Therefore, most children The price of furniture is high. The new standard strengthens the environmental protection and practicality of children's furniture making materials, which makes the production cost higher, and the prices of some SMEs may increase in the short term. However, with the implementation of the new standards, after the children's furniture is gradually standardized, standardized, and mass-produced, the overall market price will return to stability.
Market stability or will attract more brands to enter
In recent years, some adult furniture brands have also introduced children's furniture, and have won the favor of some consumers with their good reputation in the adult furniture market.
Zhou Dayong, general manager of Beijing Scania Trading Co., Ltd., which represents children's brands such as Fulaisha and Mannich, believes that more and more people are paying attention to children's furniture, and more and more adult furniture companies are investing in children's furniture. This is because the market demand is large, and there are not enough children's furniture brands on the market. In the whole market environment, the home market is sluggish, but children's furniture has not been greatly affected. It is a good safe haven in the big environment, and the market growth rate is about 10% per year.
Huang Xiaobin and Song Xiaoting, assistant to the president of Baiqiang International Home, both said that the majority of adult furniture companies have entered the children's furniture field with the main purpose of enriching the product line to meet the needs of consumers and the one-stop shopping experience. The profit is second.
Zhao Ruihai told reporters that Qumei is not a company specializing in children's furniture, but after market research, it is found that the consumer demand for children's furniture is not small. He believes that more traditional furniture brands should enter the field of children's furniture in the future.
â– Industry statement
Select a brand according to the new standard
â—Sun Shuwei, deputy general manager of A home
As a distributor, we will communicate with the manufacturers and make the products meet the requirements of the new national standard through the strength of the manufacturers. When choosing to operate a new brand, we will also implement quality control in accordance with the new standards. For products that meet existing standards but do not meet the new standards, we will process them or ship them back to the factory.
Children's furniture
Design is too young
â—Chen Xiaotai, President of Baiqiang International Home
Children's furniture is mostly made of solid wood, the price is definitely higher than the plate furniture, but compared with adult solid wood furniture, because the material is relatively small, the raw material cost is low, the price will not exceed the adult solid wood furniture. I think that the design and function of children's furniture on the market tend to be younger, and the adjustment and development are not strong. Some Chinese parents still have the habit of one-time consumption. Therefore, it is recommended that children's furniture should pay more attention to functionality, adjust to the growth of children, and provide more space for children to be creative.
Testing should implement children's toy standards
â—Zhou Dayong, General Manager of Beijing Scania Trading Co., Ltd.
At present, there is a misunderstanding of the detection of furniture environmental protection in China. Whether furniture is environmentally friendly depends only on the content of formaldehyde. In fact, formaldehyde plays a very low role in environmental protection. Everyone should look at the content of harmful substances such as lead, mercury, benzene, xylene, etc., which have a great impact on the development of the brain and kidneys of young children. In Europe, the testing standards for children's furniture are carried out in accordance with the standards of children's toys, while most of the domestic implementation is carried out according to the standards of adult furniture.
Reserve a buffer period for the enterprise
â— Huang Xiaobin, general manager of Colorful Life
When the new national standard is first implemented, the strength will be stronger. If the product is not up to standard, it will be forcibly delisted, and the enterprise may be forced to close. It is necessary for some companies with weak strength to implement the new national standard for a certain period of time. I think that a buffer period can be reserved to allow some enterprises to adjust the product line during this time, optimize equipment and processes, and improve product quality and environmental protection.
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