According to statistics, there are about 920 large-scale commercial projects to be opened in the country in 2018, with a commercial volume of more than 83 million square meters. The unopened commercial stock is still very large.
The earliest children born under the “Comprehensive Two-Child†policy will reach the age of enrollment in 2019. From 2019 to 2021, the number of new preschool children of school age will show the first “peakâ€. With the success of the family after 90, the main force of consumption has gradually shifted. The thinking patterns and consumption concepts of these “new generation†parents are very different. The baby family lifestyle is changing, and the new lifestyle will bring new consumer demand.
Consumption upgrade, children's business breakthrough "Wang field does not absorb gold"
Under the dual background of rapid demand and consumption upgrade, traditional brands lacking individuality and lack of characteristics are gradually eliminated by the market. Instead, the “new species†of children's formats that break through the boundaries of innovation are constantly coming.
Children's floor on Binjiang Tianjie
Previously, FUNMAX-EXPO Fenmai Children's Discovery Museum opened its first appearance in Shenzhen Fangfang City, creating a “magic school†in the shopping mall. After the early bird ticket was released, it triggered a ticket purchase boom, and sold tens of thousands of membership cards in one month. Hangzhou State Dacheng Square introduces the Sanye Children's Stomatology Clinic of the American private dentist's housekeeping system. It is easy and pleasant to see the tooth atmosphere, generating more than 6 million yuan for a single store year; Shanghai New Jiangwan Yufang Shopping Park introduces the country's first children's drama interactive paradise. Dr. Chao Dr. Crazy Drama City, Shanghai Gubei 1699 Commercial Plaza introduced the “Golden Fort Parenting Restaurant†with its own playground, and Wuhan Optics Valley K11 upgraded the Children’s Bookstore to the “Dolphin International Children’s Home†of the Children’s Education Complex...
These children's business "new species" have their own unique tricks, gradually changing the embarrassing situation of the past children's experience "the field is not sucking gold" through the mix of business and cross-border integration.
How does the baby's family lifestyle change ?
The consumption upgrade has brought about a change in the family lifestyle of the baby. After the 90s, the family group began to play a leading role. Commercial real estate needs to break through the mindset of traditional merchants and services, and meet the new lifestyle and new consumer needs around the baby family.
“Lessonship Experience†– Parent-child experience service/products become mainstream trends
According to the research report of Analysys think tank, the overall market size of China's parent-child industry has exceeded 2 trillion yuan in 2015. With the continuous expansion of parent-child family base and the continuous upgrading of consumption power and concept, Chinese households' demand for parent-child related products is increasing day by day. In 2018, the market size of the parent-child industry is expected to exceed 3 trillion yuan.
Parent-child experience services and products brought by the increase in the number of baby family passengers and consumption, which determines that it is the main target of shopping malls. Parent-child play, parent-child restaurant, baby swimming, baby haircut and parenting lectures, etc., are all through the family integration or the integration of business groups to help the mall children's business to achieve "1 + 2", "1 + 4" consumption.
2017 CBME Music Education Experience Highlights
Lohas Beauty Mom - New Generation Mother Loves Baby and Loves Himself
The 2017 CBME China Pregnancy and Baby Consumer Market Survey Report shows that the frequency and cost of shopping for beauty, body care and health care products for new generations of healthy mothers has increased significantly. Compared with the past, the new generation of mothers also pay great attention to their postpartum body repair, beauty, maintenance and health. The brand and products for the new generation of mothers, such as the monthly club, postpartum restoration, maternity clothing, beauty and beauty, mother nutrition and health care products, are gradually emerging, which will inject new growth vitality into the baby family consumer market.
IP theme exhibitions are all doing, how to change?
It is not new to introduce IP into shopping centers. Commercial tycoons such as Joy City, Capita, Taikoo, China Resources, and Longhu have already joined the IP tide. It can be said that there is no future for IP-free shopping centers.
Sanlitun Taikooli and the theme exhibition of "The Secret Garden of A raccoon"
However, there seem to be various problems in the seemingly promising IP theme exhibition. The quality of various IP exhibitions is uneven and the homogenization phenomenon is serious. Some IPs have a bad ability to absorb passengers after being over-aired. Therefore, they do not keep up with the times. Grab the hot spot, even if the "self-contained traffic" IP theme exhibition will soon expire. Only by creating an IP theme exhibition with continuous absorbing capabilities can we truly enhance business value and competitiveness.
Transformation and upgrading are imperative, and cross-industry communication is essential
Undoubtedly, the emerging children's format under the upgrade of consumption will become the engine to attract the crowds of shopping malls, but how can commercial real estate make better use of children's economy to increase their own growth bonus? How to better integrate with the changes in the baby's family lifestyle? How to promote the development of the self-contained traffic through the IP?
Cross-border communication and communication may be the most effective way to get answers. As the representative platform of the pregnant and child industry chain, the 18-year-old CBME China Baby and Child Show and Children's Wear Exhibition will bring 4,300 brands and 2,900 exhibitors to the Shanghai National Convention and Exhibition Center again.
CBME professional audience and overseas brands communicate and communicate with each other
Focusing on the diversified lifestyle of the baby family under the wave of consumption upgrades, 2018 CBME China will create five non-traditional maternal and child products series by “Smart Home, Lohas Beauty, Enjoy Outdoor, Musical Experience, Live Freshâ€. Explore new consumer demand upgrades; CBME seminars, innovative product displays, international pavilions and more highlights and events will also be held concurrently, providing more inspiration for cross-border interactions for children.
2017 CBME Lohas Beauty Beauty Spot
On the other hand, in order to promote the new blue ocean for the fast-growing film, art, and games, the 2nd Global Licensing Exhibition China Station (LEC) will open three special highlights of “film entertainmentâ€, “cultural art†and “gameâ€. Synchronous industry-level events such as the International Licensing Industry Summit, China Licensing Industry Awards, Business Matching and IP Carnival Parade. The 38-year-old global licensing exhibition is held every year in Las Vegas, London, and Tokyo, Japan. The Global Licensing China Station (LEC) in July is also the only partner of the International Licensing Industry Association (LIMA) in China.
Global Licensing Exhibition â— China Station (LEC)
Innovation is endless, compound, diversity, and segmentation are the eternal themes of children's business; upgrading is imperative, and unique IP themes, experience scene design, parent-child interaction, etc. are the breakthrough directions for children's brands.
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