Gifts / Sports & Toys

The second child born in the 90s has come, and there are more and more expectant mothers born in the 95s. Compared with the parents born in the 70s and 80s, they have more cutting-edge parenting concepts. At the same time, the educational anxiety behind the "chicken baby" is also more obvious. The new needs of parenting make them the main buyers of various intelligent "childcare artifacts".

1. Parents of post-90s who favor technology and parenting become the main buyers of smart toys

In 2020, the first batch of post-90s has officially reached the age of 30. This year, the generation that was once labeled "willful" and "trend" finally started to join the army of raising children.

With parents born in the 90s taking the parenting home, the model of "fancy raising a baby" has also begun. From parenting concepts, parenting behaviors, to parenting consumption, they all show a completely different attitude from the previous generation.

As a generation that has grown up in a material-rich environment, this young parent also pursues the concept of "fashionable for your own baby" and reflects their pursuit of life in the food and clothing of their baby.

At present, the post-90s parents have become the main consumers. They have more cutting-edge parenting concepts. In addition to focusing on basic functions and materials, they are more willing to try high-tech and prefer smart toys. As the alpha generation born in the age of internet and technology, they have been “combined” with iPads and smartphones and “friends” with smart toys since they were born. They also prefer new things.

According to the consumer purchase behavior survey of the "2021 China Toys and Baby Products Industry Development White Paper" issued by the China Toys and Baby Products Association, parents are paying more and more attention to the education of the next generation, and the educational nature of toys has attracted more consumers' attention , As the first consideration for buying toys, accounting for 48.2%.

2. The growth rate of consumption upgrade smart "baby cultivator artifact" exceeds 40%

Compared with traditional toys, smart toys have unique advantages. This is mainly reflected in the fact that smart toys can not only fully develop children's imagination and creativity, but also allow children to develop children’s intelligence while enjoying the fun of play. The effect of music.

What understands the parenting market better than parents is the consumption behavior of consumers on various platforms.

In 2020, Tmall released the "Generation Out of the Circle, Unlocking New Trends in the Maternal and Infant Industry" report, showing that the sales growth rate of smart education and trendy toys on the Tmall platform has exceeded 40%, which is two of the growth rates of the overall industry. Times. Among them, Xinrui intelligent toy brands are growing at a significant rate. The growth rate of the consumption of early education smart related toys and teaching aids is three times that of the overall toy market. Among them, AR globes, electric pencil sharpeners, learning machines, and reading pens have become "artifacts" for young parents.

For example, the Huohuotu smart reading pen can support WIFI, language, mathematics, English enlightenment, fun games, intelligent voice interaction, and storytelling functions are equally good, ranking first in the hot list of baby reading pens. Cumulative sales have reached 500,000 orders, with a favorable rating of 99%.

Under the strong recommendation of Liu Tao, the celebrity taker, the sales of ibaby thermostatic sleeping bags have increased nearly 5 times year-on-year, and the single-product hot-selling thermostatic sleeping bags sold 268,000 pieces a year.

In addition, electric rocking chairs, intelligent companion robots and other "baby artifacts" are also showing an explosive trend on Tmall. Smart and creative new products help young parents "free their hands" and enjoy parenting.

Third, the new demand for intelligent baby-raising promotes new subdivision tracks

With the continuous improvement of Chinese residents' income level and spending power, the increasing purchasing power of parents, and the rapid development of the smart toy and teaching aid industry. Based on the further development and improvement of high-tech such as computers, microelectronics, micro-sensors, chip manufacturing and other favorable factors such as the application in the traditional toy industry, the variety of smart toys and teaching aids will continue to be enriched, thereby promoting the development of the industry.

According to industry insiders, under the Internet tide, smart toys and teaching aids have penetrated into parent-child education, which not only caters to the consumption habits of "post-90s" parents, but will also gradually trigger a reshuffle of the industry market.

In recent years, iFLYTEK and Tmall Elf have competed across borders to enter the smart education hardware market. According to data, in 2020, the sales of BBK learning machine S5pro on Tmall will reach 110 million, the single product sales of iFLYTEK x2pro will exceed 57 million, and the sales of Dali Smart Task Light T5 will reach 34 million.

Since the launch of the first smart hardware "Hercules Lamp" by ByteDance's Vigorous Education in October 2020, "Lighting" has become a new trend in subdividing the track. Smart homework lights have attracted many parents to plant grass, and major Internet companies and educational institutions have also rushed here.

In November 2020, Chuangmi launched the Xiaobai smart care light, which has a camera, one-click calling and real-time video call functions; in March this year, Tencent Education also launched AILA smart work light; there is also news that the job help is also inside Hatching smart learning lamp.

A smart homework lamp that integrates the functions of checking homework, reviewing, searching for words, reading words, and memorizing ancient poems has opened up a new blue ocean of subdivided tracks, reflecting the "smart baby-raising needs" that the parents’ tutoring homework collapses. The tip of the iceberg of "chicken baby".

In addition, with the overall upgrade of consumption scenarios, supply chains, user experience, etc., omni-channel marketing that connects various touch points has also become a new growth point for the industry.

As more and more educational hardware products are launched, whether it is traditional product institutions, online education companies and Internet companies that cross-border education, they have stepped into the new battlefield of education hardware. Especially in 2021, educational hardware squeezed into the express trains of e-commerce live broadcasts, and successively appeared in Li Jiaqi or Wei Ya live broadcast rooms, attracting hundreds of thousands of parents to "watch".

With parents in the post-90s, smart parenting is prevalent, and the concept of "chicken baby" is deeply rooted in the hearts of the people, smart education and trendy toys have a huge market potential. It is a long-term positive sunrise track in the field of scientific parenting and has become the next business chase The new blue ocean.