No matter how bitter you are, you can't be bitter for your children", a phrase often said by parents, has become a weapon for manufacturers to enter the "deep water area" of children's consumption.
Today, the topic of sky-high maternal and infant consumption harvesting "cheap parents" rushed to the first place in the hot search. According to ** reports, the original price of 2 baby bottles is 800+, the price of the basic baby carrier is three or four hundred, the cleaning of the baby bottle is 2,000 yuan, and the baby stroller even soars to tens of thousands of ...... yuanMore and more "children's customization"** refresh consumer cognition.
In October this year, the National Bureau of Statistics announced the per capita disposable income of residents in the first three quarters, with a median income of 24,528 yuan, that is, an average monthly wage of 2,72533 yuan.
Maternal and infant consumption has risen to a "sky-high price", and the income of parents who need to support the entire family expenditure is "cheap" in comparison. It is worth thinking about how to interpret the traditional concept of "concentrating superior resources to support children" in the current consumption situation of the new eraFrom the perspective of food, can we see the track of children's consumption and the direction of the future?
**Up, efficacy is uncertain
Children's food, automatic bottle washing machine, water filling insulated bowl, ......Children's consumption is deriving more and more "children's exclusive products", which are marked with ** at the same time, invariably indicating that they "escort" children.
But is that really the case?
A maternal and infant person once gave an example, a brand of water-filled thermal insulation bowl, in order to increase the price, in a few years, the "thermal insulation superpower" has been superimposed, and there has been a situation of overquality. Its latest generation has 4 layers of stainless steel, and a single bowl weighs 15 pounds. According to rough calculations, after injecting hot water and food, it is equivalent to parents holding 2 catties of bowls every time they are fed, and they may have to waste one hand to feed a meal.
It is true that the growth process of children is the process of gradual completion of the immune system, which may lead to the "crispy" behavior of children in their daily life. However, in the name of "good for children", many manufacturers are actually over-exploiting for the sake of quality, or have made the product lose the essence of providing convenience for users.
Children's food also continues the characteristics of children's products**. At present, oil, salt, dumplings, cheese, etc. have all appeared "children's label" products, and ** have also completed the "fault" rise.
Taking the popular category "children's soy sauce" as an example, a certain children's soy sauce is known as "salt reduction formula is more suitable for babies". *It is 42 yuan, 152ml per bottle, and the sodium content is 409mg per 10mlIn comparison, a "Haitian" lightly salted soy sauce** is 198 yuan, 480ml per bottle, 460mg sodium per 10ml. On the basis of the same sodium content, the soy sauce labeled "children" is 673 times;A brand of 300g children's dumplings, ** is 19$9 to $34Ranging from $3. The ordinary dumplings of the same brand placed next to the counter are 12 for 1kg9 yuan, ** the gap is obvious;For example, a certain brand of baby drinking water is sold at a price of up to 8 yuan on the shopping platform, but the mineral water of the same brand is only 18 yuan liters, the difference in value is nearly 5 times.
Are children's products really better for children?At present, there are no targeted regulations and standards for food for children over 3 years old in China, mainly in accordance with the "Food Safety Law", "Food Additives Use Standards" and other laws and regulations to manage. Children's food is also in line with the relevant provisions of the above laws and regulations, and there is no "more suitable" relevant research.
It is worth noting that the products with the halo developed for children have made many parents rush to them, and they have increased the burden on the family for no reason. Data shows that at present, more than 60% of families in China spend more than 2,000 yuan per month on childcare. Among them, the monthly expenditure on maternal and child products of post-95 parents has reached 30% of the monthly family income. In the end, parents can only helplessly say, "How can there be no cost to raise children".
**There is a hidden danger behind children's food
Generally speaking, the more detailed the division of labor, the higher the production efficiency, the more wealth created, which further expands the scope of the market, and the degree of division of labor and the scope of the market, the two are interrelated and mutually reinforcing. But one of the indispensable factors is the increase in the degree of specialization.
The liveliness of the children's food market reflects the further refinement of the social division of labor, but due to the current supervision of the so-called "children's food" still needs to be improved, many illegal businesses have exploited the loopholes of "children's food", under the slogan of "for children", but they are complacent in the professional shaping, and even violate the bottom line, pressing the "regression button" for the development of children's food.
In terms of specific performance, on the one hand, in the current Internet economy, affected by the "information cocoon", the grass text on children's products released by businesses is "serial" for parents and creates the illusion that the product is "irreplaceable" for parents;On the other hand, while raising the price of the product, it is not really produced for the actual needs of the children's group, but only for a certain selling point to "retouch" the product. For example, it has been revealed that there are more than 20 kinds of food additives for a "children's steak" that costs a lot of money.
Industry insiders disclosed that the so-called children's food is mainly focused on packaging, attracting consumers to buy through ** or IP co-branding, and then in order to ensure the repurchase rate, it will mainly be added according to the taste of children.
Previously, Guizhou education officials had publicly stated that some "children's foods" such as baby water, children's cheese, and children's milk could no longer be bought. Li Shuguang, a nutrition expert and professor at Fudan University's School of Public Health, once bluntly said that in China, except for infant formula, most of the other foods that are claimed to be "suitable for infants and young children" are self-appointed by merchants and are commercial "gimmicks".
It is worth mentioning that with the improvement of consumer awareness, the "cooling" of consumption, and the popularization of education, more and more parents have begun to reflect on the practicality of children's product consumption, expressing their willingness to spend money for their babies, which does not mean that they can be slaughtered.
A mother said, "She is no longer confused by the blinding methods of advertising and price, she has learned to look at the material, check the national standard, understand the brand reputation, and even use the enterprise to check the history of the manufacturer. ”
It is believed that when more and more consumers learn to "see the essence through the phenomenon" and help children grow up healthily with the real "selection of parents", it will also force children's product companies to tend to roll in quality and service. If supervision, corporate self-discipline, supervision and rational consumption of consumers are jointly promoted, the children's food track can be effectively expanded and developed benignly.