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Over the years since the implementation of the two-child policy, "is your children's room still enough?" has often plagued families with many children. Now that the new three-child policy has been implemented, the fancy "Guidelines for not changing rooms" has quickly become a topic of concern to children's home furnishing practitioners.

A survey of "Do you have'reproductive anxiety'" initiated by "Ban Yue Tan" on Weibo showed that nearly 100,000 people participated in the vote, and only 4% said they were "no pressure". A large part of the comments of most netizens The worry comes from housing.

For willing families, one more child is not only an extra meal and an extra bed, but also an extra room or a suite, directly linked to the improvement of living space.

In Design Shanghai, which ended this week, many children's home furnishing companies are gearing up to bring the latest masterpieces while watching the market sentiment under the New Deal. FINE LITTLE HOME, a collection of children's home furnishing brands, brings a childlike tree house bed, handmade from Belgium, and offers 33 colors for customization;

The environmentally-friendly toy brand AVDAR has brought open exhibitions, and climbing frames and wooden toys have continued to gain popularity; UFOU, established in 2018, focused on children's learning scenes and launched a series of modern and warm children's learning furniture.

LIGHTSPACE Designs Shanghai Pavilion

Branch bud "Yunbao Bed"

Will the three-child policy stimulate housing demand, and then benefit related home and design sectors? From one-child, two-child to three-child, does the extension of the applicable cycle match a more diversified design? "Everyone has been talking in the past two days. Our R&D department has taken action, but there is no clear way to go next. Because the effect of the three-child pull is difficult to predict in the short term, this is not something that can be achieved overnight." Zhiyin Planning Director Alice Tell a reporter from China Business News.

In the fifth year of establishing the brand, Zhiyin, one of the representatives of domestic original design, launched the children's brand Zhiya, which was welcomed by a group of young parents who love life and understand aesthetics. Alice believes that the audience for designing brands is mainly concentrated in first- and second-tier cities, and the size of the consumer group is not large, so the impact of market benefits is limited.

Modular and multifunctional products are sought after

As children grow up, many parents realize that the previously fashionable whole-house customization is out of date. It can be used as a bed or stowed, and the desk and cabinet are integrated. These seemingly space-saving designs have become "rigid" after years of use. If they are replaced, they need to be completely dismantled, which is costly.

"Children change every year, preschool or after school, whether to use a computer, these needs are changing. Many people will regret it when they do the whole house customization, because they can't change a little bit, everything is connected together. "PUPUPULA founder and CEO Zhang Sichuan told reporters.

With two treasures at home, Zhang Sichuan spent a lot of energy organizing and organizing, leaving more space for activities. When the children's friends came as guests, they would ask her incomprehensibly: Why do you not have any (toys) in your house, where are they? "I hope to buy less things, to use them for longer, and to be used by more people." She noticed that not only the children’s home furnishings field, but also the design for adults are also changing. Modular and multifunctional products are more popular. The market is sought after.

In first- and second-tier cities, high housing prices limit the replacement needs of families with many children. Considering the longer application period, children's rooms with changeable patterns have been favored in recent years. Young parents are not like the previous generation, expecting a bed to sleep from the age of 1 to 18 years old. They are willing to let the children’s room "grow up" by themselves. As the child sleeps, plays, and learns, the time varies. The emphasis of each age group is also changing.

In the choice of large pieces of furniture, high and low beds are often the first choice for two-child families. Zhiya's "Yunbao Bed" can be divided into a half-height bed and a single bed to help small families transition from one child to two children. The modular design provides different heights and can meet new demands with simple adjustments: when used as a half-height bed, the bottom space can be matched with a storage cabinet to increase the storage area; at the same time, the bed board can be turned into a drawing board for children to draw and draw.

In Alice's view, no matter how many children there are in the family, they need to consider the role played by furniture from both functional and emotional aspects. Especially when children have disputes or discomforts for "ownership" and "border sense", the design Communication methods also need to be adjusted.

For this reason, they launched a "little adult chair", as the name suggests, adults and children can sit, which can provide children with a sense of equal dialogue and communication. "Children over 3 years old have their own ideas. Some don't want to be placed in cartoon children's chairs. They want to sit on an equal footing with adults and desire to be treated equally."

Opportunities are sinking the market

In 2012, Zhang Sichuan was a mother for the first time, but the child was delayed after the expected delivery date, and there was no milk for ten days after the cesarean section. As a mother, she experienced frustration, distress and depression. She was thinking about doing something to make the parent-child relationship more comfortable, and to make the tired mothers easier.

Almost every novice mother will encounter them, but when they go out, the children drag on, yelling, angry and irritable. Zhang Sichuan also realized later that children did not have a sense of time when they were young. Instead of saying that their procrastination is born with them, it is better to think about what prevents them from understanding.

As a result, "Little Ben" became PUPUPULA's first product. The upper part is wide and the lower part is narrow to form a slope, so that children don't have to look at the time; the additional minute indicator is convenient for accurate reading; the acrylic clock face is not easy to break compared to tempered glass. Good light transmittance is also safer.

PUPUPULA "Little Ben"

Through small design ingenuity, children can learn to read time quickly and at low cost. After the first batch of molds were produced, Zhang Sichuan took one and hung it at home. "When the child can read 7:15, I really want to cry. He is more autonomous, and I am more free."

As the mother of two little boys, she has become more and more determined on the road of parenting after repeated battles: design is a kind of insight, and only by getting rid of the condescending paternalistic aesthetics, can we truly design for the child, "Let the child be a child" ".

Unlike other grassroots entrepreneurs who have devoted themselves to children's design, Zhang Sichuan is the co-founder of Momo and left the board of directors in 2017. Due to "bringing its own Internet gene", PUPUPULA's H5 mini-game once blasted the circle of friends. Luo Yonghao also strongly recommended its smart piggy bank, saying that PUPUPULA is "warm, meticulous and imaginative" and "is still learning Excellent aliens in Chinese manufacturing and Chinese design".

Despite this, Zhang Sichuan revealed that 50 to 60 million yuan has been burned in the four years of starting a business, and the cost will be recovered this year. PUPUPULA will lay out electronic products in the next step. In 2019, they designed "small light bulbs" and smart piggy banks. "In the future, this type of design will help us enter more homes because of their low purchase cost, and they will go by bed and bookcase. Slower."

She originally thought that PUPUPULA users are concentrated in Beijing, Shanghai, Guangzhou and Shenzhen. In fact, most of the purchases of large products come from second- and third-tier cities. This may be related to the limited housing conditions in first-tier cities, while the living environment of Hangzhou and Chengdu is more spacious, and the consumption concept is also consistent. Ok.

The shift from the potential market is also the transformation that the original design head brands such as Zhiyin will face. For local original creators, the growth of first- and second-tier cities will slow down, and future increments will come from the sinking market, which needs to leverage the e-commerce platform to deploy and accumulate in advance. "Assuming that the three-child policy advances quickly in third- and fourth-tier cities, and their functional needs and aesthetics for children's furniture are different from those in first- and second-tier cities, then we also need to learn new rules of the game." Alice said.