Analysis of Children's Consumer Market

With the implementation of the two-child policy, the "child economy" has gradually heated up in recent years and has become a new business growth point. All kinds of consumer products surrounding children also occupy an increasingly important position. According to the estimation of the "2018 China Children's Family Insight White Paper" released by Tencent Data Lab, the scale of China's children's consumer market has exceeded 4.5 trillion yuan, which is a huge cake. Moreover, this market is growing rapidly towards a larger volume. When the post-80s and post-90s are upgraded to the main force among the parents, the better economic foundation and the pursuit of quality of consumption also make the expenditure on childcare soar. The data shows that the annual childcare expenditure of a family accounts for about 22% of the family's total income, and this proportion continues to increase.

Although food and clothing consumption is still the main part of urban children's consumption, education expenditure has already accounted for a considerable proportion and has become a new hot spot for children's consumption. The survey shows that the expenditure on “food” and “clothing” to ensure basic living needs accounted for 64%, of which food accounted for 58.0% of the total expenditure, clothing accounted for 6.1% of the expenditure, and the two together accounted for 64.1% of the total expenditure on children’s consumption. The amount exceeds 28 billion yuan. In addition to basic subsistence consumption, education expenditure has become the largest part of urban children's consumption. In this survey, children's "education" expenditures in the five cities accounted for more than one-fifth of children's consumption, reaching 21.4%. The annual consumption has exceeded 9.4 billion yuan. The data shows that the market for children's consumption is of great commercial value.

The characteristics of the children's consumer market are also very prominent. Because children are young, their attention is more easily attracted by a single thing, and has a higher stickiness to consumers. Animation IP is the most appropriate example. For children, as long as it is the animation IP they like, they will love all the derivatives of this IP, from stickers, children's books, toys, to theme parks. The IP attribute of children's toys is getting stronger and stronger. This is because by cooperating with well-known film and television IPs, children's toys can increase their added value, and they can be more favored by children, thereby gaining greater profit space. Moreover, with the vigorous development of the IP derivatives industry and the gradual maturity of the animation industry, the IP industry chain is moving towards industrialization.

The number of children aged 3-6 in my country has increased year by year in recent years, and the number of primary and secondary school students has exceeded 160 million. The sticker industry is no longer a traditional model, just sticking to the wall. Stickers have more functions. Many kindergartens use stickers as gifts and points for daily rewards. Most elementary and middle school students put stickers on books, school bags, drinking glasses, suitcases, etc.! Others are used as decorations for hand accounts, and can also be used to DIY series of pictures of different styles with stickers to exercise children's creativity and intelligence. In terms of the multi-purpose use of stickers, it can be said that it contains a higher value in children's consumption. The consumer group of stickers, children aged 3-12, even the age group under 30 years old use stickers. In the demand of a huge crowd, the sticker boutique industry can have a new development.