Focusing on new trends in children's home consumption such as environmental protection, health, and growth, JD.com and major brands jointly launched a number of blockbuster new products
2024-08-26
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On August 26, the JD.com Home Appliances and Home Furnishings Children's Category Trend and Strategy Conference with the theme of "Building a Dream Home with Children's Behavior" was held in Beijing. JD.com Home Appliances and Home Furnishings released three core strategies for the children's category, focusing on promoting the creation of a healthy and environmentally friendly system, improving service capabilities and building marketing capabilities for children's categories, and making efforts to layout the children's category market. At the conference, JD.com jointly launched a number of blockbuster trend new products with major industry brands such as Aiguole, Genji Mokuyu, Hasbo, Luolai, Taifugao, and Nippon Paint to meet consumers' upgraded needs for children's products in terms of safety, environmental protection, health, functionality, and growth.
With the improvement of family economic conditions and the upgrading of parenting concepts, my country's children's home furnishing market is accelerating its expansion. Guanyan Report Network predicts that the scale of the children's furniture market will increase from 141.9 billion yuan in 2020 to 180 billion yuan in 2024, with a compound annual growth rate of 6.1%, exceeding the overall growth rate of the pan-home furnishing market in the same period. The "Children's Home Appliance Consumption Observation" released by JD.com shows that the children's home furnishing categories related to scenes such as sleep, learning, and storage have grown significantly. In the first half of 2024, JD.com's children's room customization, children's tatami, children's coat racks, children's pillows, children's water cups, and vertical eye protection lamps have increased by more than 4 times year-on-year; children's kitchen appliance sets have increased by 138% month-on-month. When parents buy products for their children, they care most about safety, environmental protection, and health functionality, and hope that the products can accompany their children through multiple stages of growth.
Targeting new market opportunities in the children's category, JD.com Home Appliances and Home Furnishings has made comprehensive efforts to layout and released three core strategies for the children's category, creating a complete set of solutions for the healthy growth of children that consumers can buy with confidence, install with ease, and use with peace of mind. Since 2016, JD.com has cooperated with the China Quality Certification Center to build the first quality review standard for children's furniture on an e-commerce platform in China, and established a strict guarantee system for the entire process from product design, raw material procurement, production process control, to finished product inspection, so that consumers can buy reliable children's furniture. Wang Zhigang, director of the marketing department of the China Quality Certification Center, said at the press conference: "Through our cooperation, JD.com has established a special sales area for children's furniture. While driving sales growth, the complaint rate and exchange rate of consumers have also dropped significantly. Through the construction of such a quality system, we have set an example for the high-quality development of our children's furniture."
At the same time, JD.com will work with brands to actively carry out furniture pre-drying process transformation to effectively reduce harmful substances and product odors, and will accelerate the construction of green home standards for children's furniture, building materials and other categories. In order to allow consumers to buy reliable and environmentally friendly products, JD.com will work with industry brands to launch the "Safe Children's Products, Strict Selection of Procurement and Sales" project, and through strict selection of products that are higher than national standards, create a most environmentally friendly, safest and most reliable platform for children's life for users. In addition, JD.com has also launched children's furniture environmental insurance to give consumers peace of mind.
In terms of children's category services, JD.com provides delivery and installation services for children's table and chair sets, which is more efficient with one-stop door-to-door delivery and installation. Children's mattresses, lighting and other categories also support old-for-new services, which are not only more cost-effective to use old items in exchange for cash, but also provide one-stop delivery, disassembly, installation, cleaning and transportation. In terms of children's category marketing capabilities, JD.com Home Appliances and Home Furnishings will create a new children's marketing season marketing IP, and enhance consumers' awareness of children's home appliances and home furnishing products through online and offline scenario-based experiences.
In line with the consumption trend of children's products, JD.com has teamed up with major home appliance and home furnishing brands to launch a number of major trend products, including the Aiguole Coffee Cat study table and chair set that can flexibly adapt to the changes in children's height, the Yeya cheese bookshelf with mobile function, the cute and practical LINSY KIDS bear storage cabinet, the Genji Wood Language Cloud Half-High Bed that makes small-sized children's rooms more spacious, the Hasbro long table desktop street lamp that provides sunlight lighting for the entire table, the Luolai children's memory pillow that protects the health of the cervical spine, the lightweight and easy-to-carry BABLOV pure titanium thermos and MIKAPU fingerprint thermos, the Taifu Gao Sanrio co-branded lunch box for convenient nutritional matching, the Popovich children's milk pot for steaming and cooking, the usmile children's electric toothbrush, the Nippon Jingyaju children's paint set that has obtained international authoritative environmental protection certification, etc., to create a comfortable and healthy growth environment for children.
At the press conference, JD Home Appliances and Home Furnishings Children's Trend Parent-Child Season was fully launched. Consumers can open the JD App and search for "一逸童行" to log in to the online venue to make purchases. Offline, JD Home Appliances and Home Furnishings also cooperated with JD Travel to create "Outdoor Limited Time Adventure" fun adventure parent-child interactive activities, customized parent-child theme rooms and other rich experience activities at the Beijing Yanqing Club Med Parent-Child Hotel.
As more and more families hope to create a higher quality learning and living space for their children, the children's category is expected to become a breakthrough for industry growth. In order to launch a growth solution that is more suitable for Chinese children, JD Home Appliances will integrate supply chain, warehouse and distribution capabilities, safety and health system certification, service capabilities, channel capabilities, innovative marketing and children's complete case capabilities in the future to accelerate the layout of the children's category, and through five major policies such as new merchant support, advertising incentives, new product support, hot product creation, and long-term traffic support, work with brands to create more new growth.
