Selection of shopping mall samples: 510 randomly opened shopping malls with a commercial area of over 30,000 m2 in the above cities;
Emerging brand definition: Brands created/entered into mainland China after 2013;
High frequency brand definition:
1 Children's products category: The number of stores opened in the sample is more than 10 brands;
2Children's education: The number of stores in the sample is more than 8 brands;
3 Children's Paradise: The number of stores in the sample is more than 10 brands;
4 Other children's experience categories: children's sports hall, children's theater, children's restaurant, parent-child care, children's haircut, children's bookstore, children's picture book, children's experience hall, children's photography, children's DIY and other subdivisions, the number of stores in the sample is 5 Brand above home
First, the developmental characteristics of children's parent-child business
1. The market for children's parent-child business is relatively large, and the market has a high degree of trust in children's parent-child emerging brands.
On the one hand, the market still needs a large number of emerging brands to supplement; on the other hand, it shows that the market's trust in children's parent-child emerging brands is constantly improving.
2. Consumption upgrades and market segmentation have spawned a number of children's theaters, children's restaurants, parent-child care, and other emerging formats that improve children's quality of life.
Interpretation: Children's needs tend to be diversified and personalized, which has prompted children's business to begin to diversify and more and more types of emerging businesses.
Judging from the occupancy rate of emerging brands of children's parent-child breakdowns, there are more children in the market, such as children's theaters, children's restaurants, and parent-child care. After the consumption upgrade, the market has further subdivided according to the needs of consumers, which has given birth to a number of formats that improve children's quality of life. Organizations that cooperate with IP resources continue to expand into new fields. Such formats have developed rapidly and brought unlimited consumption potential. .
3. Children's theaters, children's services, children's restaurants, etc., which focus on quality of life, are more popular.
Note: Children's services include children's haircuts, children's picture books, children's bookstores, children's photography, children's DIY, parent-child care, etc.
Interpretation: In view of the various formats of the latest children's parent-child brand list of Winners Big Data Center, the current children's theater is a big fever in children's parent-child format, followed by children's services and children's restaurants, once again proving the upgrade of consumption. Under the urging, the emphasis on quality of life children's business is more popular, and it also brings great opportunities for emerging brands.
4. The market prefers mature brands to mature formats, and is still adapting to emerging experience formats.
Interpretation: From the point of view of the brand repetition rate of children's parent-child segmentation, the overall brand repetition rate is relatively low, and the overall rate is below 7%, which means that the overall child-child brand expansion is still slow, especially in the emerging experience category. This type of business is still adapting.
The brand repetition rate of children's products, children's education and children's parks is relatively high, which reflects the market's demand for such mature formats, higher requirements in terms of business strength and ability to expand, and chain-type children's parent-child brands have advantages.
However, no matter which type of business brand, it should continue to innovate in response to market demand, and then simply from the current industry, children's playgrounds, children's experience halls, children's products, children's education, children's theater, children's restaurants, children's services. Look at the development trend of the brand in several major formats.
Second, the new trend of children's parent-child business development
1, children's products: focus on the upgrade of consumer experience, to the retail experience store. Realize precision marketing with big data, and develop online and offline.
Interpretation: Children's products are the largest market share in children's parent-child business, accounting for 65%, and the competition is fierce.
Interpretation: The children's products brand that seeks innovation, on the basis of providing goods and services, integrates cultural and social functions, and tries to strengthen the entertainment experience of the stores. For example, various parenting lectures, performances, art exhibitions, etc. are held in the store.
Children's retailers also use membership management to interpret and segment children's needs with big data, reverse-customize new products, and try to expand into new areas, such as joint development of child insurance and other businesses.
With the change of users' purchasing habits, the penetration of the Internet into the overall maternal and child market is gradually improving. The children's products brand has begun to adapt, and shows the development trend of “new retail” of online and offline integration, making full use of the scene to create a deep experience.
▼ Case Sharing
(1) Toys R Us: online game, offline scene fusion
Combine virtual stories and real scenes to develop WeChat games, connect online functions with offline scenes, and realize the entertainment experience of the store.
(2) Child King: Mining customer needs with big data
Leverage big data to dig deep into the needs of members and potential customers to enhance the consumer experience with customized products and services. According to public data, members contributed more than 98% of the business to the child king, and the offline repurchase rate reached 80%. In addition, while selling maternal and child products, the child king provides consumers with maternal and child health care, daily care and other maternal and child services, insurance and other financial products, as well as children's play, interactive activities and other entertainment projects.
2. The comprehensive quality of children's education is cultivated to meet the needs of all ages and interests. The mode of teaching and learning is more popular
Interpretation: At present, children's education accounts for 17% of the children's parent-child format, which is the second largest number of children's parent-child stores.
Interpretation: Foreign education brands are more concerned by the market, which also shows that the scientific, complete and standardized children's education methods and systems are the direction that the children's education market is constantly pursuing.
On the one hand, parents hope that children can become all-round talents, and on the other hand, parents are not aware of their specific interests and interests. Both of these situations have prompted parents and children to have diverse needs for extracurricular training classes, which has given birth to educational brands to comprehensive diversification. development of.
Play is a child's nature, releasing children's play in teaching, can better stimulate children's potential, "leisure + education" has become a more popular educational model. For example, adding DIY hand-made activities to an English course makes it easier to deepen your child's understanding and memory of words.
▼ Case Sharing
Fanbi World: Dividing the two functions of quality education and educational amusement
Relying on independent research and development of children's growth education system, including scientific cognition, physical health, artistic literacy, language development and social aspects, with 0-12 years old parent-child family as the main service target, divided into quality education, educational and educational two major The functional area is a collection of seven sections, including children's play, puzzle education, traditional culture, art promotion, sports specialization, growth guidance, and peripheral product services, to create a children's industrial ecological chain and the most secure quality education environment.
3, children's paradise to explore family-style consumption, theme customization, situational story immersion, from a single play mode to a comprehensive experience of amusement development
Interpretation: In the sample, the children's paradise accounts for about 15% of the market share of children's parent-child business.
Interpretation: From the current market perspective, children's parks that focus on parent-child interaction and comprehensive experience are more attractive. Focusing on the concept of parent-child health development, we will open parent-child sports and other projects so that parents can enjoy it. At the same time, the introduction of children's science museums, children's sports halls, children's theaters and other children's formats has brought unlimited consumption potential and nuggets opportunities; in addition, children's parks also introduce sci-fi games, nails, book bars and other services to meet the father The mother's entertainment needs, thus mining the "accompaniment income", driving the family's overall customer group consumption.
In order to alleviate the problem of “one thousand stores”, Children’s Paradise began to create “customized” products based on the positioning of shopping centers, organically integrating various elements such as design, IP, equipment, projects and venue space to design a variety of theme parks. Significantly alleviated the homogenization of the brand.
Traditional children's parks, which are simply piled up by equipment, are often less popular. Now more children's theme parks, with the help of story-based models, high-tech and equipment, to restore the most vivid side of the scene to create an immersive play experience.
▼ Case Sharing
Youyoutang: a multi-business combination, the customer group is divided into 70% children + 30% adults, with more derivative services
The new [Yuyoutang] covers children's theme play, parent-child catering, maternal and child retail, cross-border e-commerce, specialty food, virtual reality, hairdressing manicure and other rich formats. In the indoor amusement park, a variety of functional services are available, like a "small shopping center."
One of the stores, “Anime Planet”, broke through 400,000 passengers in the shopping mall Chongqing Longhu Times Street on the first day of the opening day, creating a post-opening history. It shows that the role of children's entertainment industry in the shopping malls is indeed very obvious.
The brand service target is divided into 70% children + 30% adult according to the age of adaptation. The integration of many business forms extends the service target directly to parents and even young people without children. Among them, adult amusement relies on the latest theme park technology such as VR. VR theme park provides multi-scenario immersive adventures such as planetary development, ancient tribal exploration, jumping machine, and surfing.
In addition, the store's follow-up line is interspersed with a variety of derivative services, including merchandise retail, beauty services, stage performances, water bar catering, and truly achieve cross-border, seamless, mixed operation.
4, child service service content segmentation and upgrade, the future transition to family living space
Interpretation: The children's service category involves a relatively large number of formats, and the overall market share of children and children is 2%.
Interpretation: The overall trend is to re-upgrade the service content and transform it into a family living space. This time, only the trend of the two children's service industry trends of children's haircuts and children's photography appeared in shopping centers.
At present, the children's hairdressing brand has expanded from a single haircut business to children's image design, toiletries sales, DIY, etc., and the store area is also expanding.
In the aspect of children's photography, the old-fashioned children's photography has gradually been eliminated, focusing on the simple style of light photo, more in line with the consumer preferences of the parents after 8090 to pursue individuality and not publicity.
▼ Case Sharing
(1) QKUTS cut cool children's haircut: rich product line
Children's hairdressing salons that target children's high-end lifestyle brands are not limited to hairdressing and beauty, but also serve as playgrounds for children's birthdays and parties. In addition, it also launched its own brand products, in conjunction with the sale of beauty services, such as a Color By Qkuts water-based natural nail polish for children, the turnover exceeded 100,000 yuan in the first month of launch.
(2) HIMOKIDS: the main "light, fast, simple" style
Compared with the children's photography with a basic price of 3,000 yuan and above, the HIMOKIDS style main photo ID and the lack of light photo series services on the market, the main style of "light, fast, simple", whether it is products or services Continue the pursuit of high quality in the hippocampus photo studio.