First, overview of children’s strollers
1. Classification
A pushchair is a child’s “vehicle” that requires the assistance of someone to push or pull. Baby strollers are usually made up of awning, seat cushion, sleeping basket and haze cover, and their service life is usually three to five years. Buy to consider the age of the baby, and now the function of the baby stroller has been upgraded to sleep, eat, play and so on. It is mainly divided into twin child stroller, high landscape child stroller, awning child stroller, pocket type child stroller.
The sorting diagram of a child stroller
Data source: public data collation
2, product standard At present, our child stroller product standard is issued in 2006 the mandatory national standard GB14748-2006 “Child stroller safety Requirements”; The industry standard QB/T2161-995 “General Technical Conditions for Child Strollers” issued in 1995 and the Taiwan standard CNS12940-2013 “Hand-pushed baby Strollers” issued in 2013. Among them, GB14748-2006 mainly refers to the European Union standard EN1888-2003, and the safety technical requirements and testing methods of child strollers have been increased and modified.
Comparison of product standards of child strollers at home and abroad
Data source: public data collation
Ii. Development background
1. Social background
Child stroller is an important tool for children to travel, and it is a necessary tool for modern newborn families. The market demand is high, which is generally affected by the number of newborns. Although the number of newborn population in China has been declining in recent years, the overall base number is still large, with more than 10 million newborns per year. Now that the country has fully lifted the three-child policy, the two sessions in 2022 will begin to discuss the policy of encouraging births. It can be seen that the future policy direction of the country is definitely to promote population growth, and the number of children will continue to increase. Statistics show that 10.62 million people will be born in 2021, with a birth rate of 7.52 per thousand.
The change of the number of births in China from 2014 to 2021
Data source: National Bureau of Statistics, China Economic Industry Research Research
Iii. Industrial Chain
1. Industrial chain
Children’s stroller industry chain is clear, the first industry for children’s stroller production raw materials, mainly for the production of children’s stroller skeleton aluminum alloy and children’s seat production of cotton and Leica; In the middle are manufacturers of child strollers; The downstream is the sales channel of child strollers, which mainly includes supermarkets, maternal and child products stores and online e-commerce platforms, and eventually leads to consumers.
Child stroller industry chain diagram
Data source: public data collation
2. Upstream situation
The main raw materials upstream of children’s strollers are the skeleton made of aluminum alloy and the seats made of cotton, so the output of aluminum alloy and cotton has a direct impact on children’s strollers. According to the data, the output of aluminum alloy in China increases year by year, while the output of cotton decreases slightly. In 2021, the output of aluminum alloy in China is 10.68 million tons. Cotton output was 5.731 million tons.
Changes of aluminum alloy and cotton production in China from 2016 to 2021,
Data source: National Bureau of Statistics, China Economic Research Institute
Iv. Development status of child strollers in China
1. Sales volume
With the opening of the two-child and three-child policy in China, the policy direction of the country in the future is definitely to promote population growth, and the number of children will continue to increase, which will promote the growth of retail sales of child strollers. According to data, retail sales of child strollers in China have shown an upward trend in recent years. In 2015, retail sales of child strollers in China reached 8.5 billion yuan, and by the end of 2021, Retail sales of China’s child stroller market grew to 14.5 billion yuan, up 2.11 percent year-on-year in 2020.
Retail sales of child strollers in China from 2015 to 2021
Data source: public data collation
2. Export Volume
According to the data, the export volume of China’s child stroller has always been greater than the import volume, which indicates that the technology of China’s child stroller industry is mature, does not rely on imports, and the domestic market can be self-sufficient. In recent years, China’s export volume of child strollers has shown a declining trend, indicating that domestic demand is on the rise. From January to August 2022, China’s export volume of child strollers was 159,300 tons.
Changes in the export volume of child strollers in China from August 2017 to 2022
Data source: General Administration of Customs of China, China Economic Industry Research Institute
3. Export place
According to the data, in 2021, China’s exports of child stroller take the first place in the United States, accounting for 30.1%, the second place in the Netherlands, accounting for 9.9%, the third place in Germany, accounting for 8.5%, the fourth place in Britain, accounting for 5.1%, Russia, Poland, Japan and Australia take the same proportion, accounting for 3%, Italy and Canada have the same share at 2%.
The proportion of China’s top ten countries in the export of child strollers in 2021
Data source: General Administration of Customs of China, China Economic Industry Research Institute
4. Market pattern
China’s child stroller market can be divided into low-end products of less than 630 yuan and high-end products of more than 2,000 yuan, in which low-end products of less than 680 yuan account for 52%, high-end products of more than 2,000 yuan account for 15% and other products account for 33%. This shows that most Chinese consumers prefer low-end products priced below 680 yuan.
Product composition of child stroller market in China
Data source: public data collation
V. Competitive pattern of child stroller market in China
1. Competitive landscape
According to brand evaluation and sales, the top 10 brands of child strollers in China were selected. The top 10 were Goodbaby /, Combe, Xiaolonghapi, Gelai, Boxies, Stoker, POUCH, Aprika, Kuni, and Qiao-Eryi. Goodbaby brand ranked first, with a brand score of 10.
Top 10 brands of child strollers in China
Data source: public data collation
2. Analysis of key enterprises
According to the data, the total revenue of Goodbaby presents an overall upward trend, rising from 7.94 billion yuan in 2018 to 8.918 billion yuan in 2021, while the revenue of child stroller presents a downward trend, mainly due to the fierce competition in the child stroller market and the large number of well-known brands and enterprises. In 2021, the business income of child strollers of Good Children Enterprise was 2.114 billion yuan, accounting for 23.7% of the total income.
Statistical chart of business income change of Goodbaby Enterprises from 2018 to 2021
Data source: public data collation
Vi. Future Development trend of China’s child stroller industry
At present, Chinese consumers of child strollers prefer low-end products, and low-price competition has gradually become an important means for the child strollers industry to seize market share. In the future, China’s child strollers industry will be bound to brand; In the child stroller product market, the product type is the same, lack of innovation, enterprises should innovate constantly, enhance their brand awareness and competitiveness; Under the background of the Internet, children’s strollers should be integrated with the “Internet +” to make the products more intelligent, such as early education, intelligent brake, air purification, etc., to give children a more comfortable growth space; At the present stage, child stroller sharing service has appeared in the market. The rental mode of child strollers has been realized in large shopping malls, scenic spots and other places. Through the sharing economy mode, advocating the new lifestyle of green environment protection and recycling sharing, the sharing of child strollers will be gradually expanded in the future.
The future development trend of China’s child stroller industry
Data source: public data collation
Analysis of the status quo of China’s child stroller industry in 2022, Domestic consumers prefer low-end products “Tu”
Huajing Industrial Research Institute has carried out an in-depth analysis of the development status, upstream and downstream industry chain, competition pattern and key enterprises of China’s child stroller industry, so as to reduce the investment risk and operating cost of enterprises to the maximum extent, and improve the competitiveness of enterprises. And use a variety of data analysis technology to forecast the industry development trend, so that enterprises can timely seize the market opportunities; For more details, please refer to China Child Stroller Industry Market Panorama Assessment and Development Strategy Planning Report 2022-2027 published by China Economic Research Institute.
Post time: Mar-09-2023