The status quo of child safety seats in China: the consumption effect of large countries

Child safety seat in China 1% usage rate 80% global manufacturing power

“There are too many children's seat brands, and the online price difference is so big that there is no way to start”; “Children grow so fast, what model and style should be chosen”; “Because it is a traffic regulation requirement, since it must be To buy, or want to buy a better one, so simply buy from the overseas sea, although expensive but rest assured."

The first financial reporter went deep into the WeChat group of young local mothers in Shanghai and found that many parents are still in a state of confusion and dazzling child safety seats – and this is a microcosm of China's child safety seat market. A group of data provided by Song Zheng, Chairman of Goodbaby International Board of Directors, to the First Financial Reporter shows that the current usage rate of child safety seats in China is less than 1%. 95% of domestically produced child seat products are exported, and domestic sales are only available. 5%.

In fact, benefiting from the two-child policy and consumption upgrade, the child safety seat market has been predicted by many organizations to be “quantity”, and even in the next three to five years, there will be a nationwide demand for child safety seats. The spurt of growth, but in the eyes of consumers at this stage, this is still a lack of "security" market.

Small consumer countries: a market that lacks security

According to the survey data of the 2016 China Blueprint for Children's Road Traffic Safety, the average occupancy rate of child safety seats in Beijing, Qingdao, Dalian, Harbin, Changsha, Xiamen, Nanjing and Ningbo is 41.10%, and the average frequency of use is 80.91%. The corresponding child safety seat utilization rate is 33.26%. As far as the country is concerned, the average usage rate of child safety seats in China is less than 5%, which is significantly different from the situation in which the developed countries use more than 90%.

The reporter learned in the interview that the huge contrast is caused by the late development of the domestic market, the fact that consumer concepts and habits have not been fully established, and lack of awareness of safety seats; on the other hand, between domestic sales and exports. The quality gap, shoddy miscellaneous army, etc. also cast a shadow on the consumer trust that child safety seats should have.

CBNData Data Analyst analyzed the data of Ali consumption from April 2016 to March 2017, and ranked the top ten most popular safety seat brands by comprehensive indicators. Nearly half are foreign brands, and the top three are among the top three. Only one company is a Chinese company. In terms of price, the average price of these foreign brands is higher than that produced by domestic brands. Take the first-ranked British brand “Bao De Shi” as an example. The prices of several products with over 10,000 sales are between RMB 1980 and RMB 2,980.

Cheng Haoyi (China) General Manager Cheng Wei also sighed to the First Financial Reporter that there are more than one hundred children safety seat companies in China, which is called barbaric growth. At the same time, because the cost of making mistakes in enterprises is too low, it has led to the “spring breeze blowing” in the industry. “In Japan, at the beginning of the development of child safety seat enterprises, the number of brands reached 64 at the same time, but after the market shuffle, there are only two left. The European and American countries are more remarkable. In the event of unfortunate 'in case,’ the company is almost There is no place to turn over. Corporate responsibility and mission are almost inscribed in the bones." Cheng Wei added.

The market play of these domestic miscellaneous military forces "bad money to expel good money" still plagues the formal order of the formal manufacturers. The gradual spread of the trust crisis has also attracted the attention of government regulators, but due to the particularity of its market, the role of the investigation is minimal.

"Products below 500 yuan are generally problematic. Even if they are shut down, they can still start another stove, so the supervision department is very difficult to handle." An industry insider told the First Financial Reporter that the investigations of relevant departments are almost all staring at On the one hand, because of the high cost of law enforcement, a security inspection fee for a product starts at 5,000 yuan. On the other hand, after the small factory is usually seized, the brand is turned off, and then the “re-start” can be changed. The soup is not re-produced. This makes the safety of children's car seats unsafe, and even some of the raw materials used are harmful to children's health, which has aggravated consumers' distrust of domestically produced child safety seats.

Large country of production: 80% made in China

Although from the perspective of the consumption of child safety seats, China is still a small consumer, but in the production chain, China is the "big brother" in the world.

The reporter learned from China's car child safety seat industry data that China is the world's largest child safety seat production base, producing more than 15 million seats per year, and nearly 80% of the world's children's seats are made in China.

"Good children have been working as child safety seats since 2000. By the end of this year, nearly 18 years, exports are still the main force, and nearly 80% of the products produced are for export. Domestic consumers use child safety seats. The ratio is still less than 1%.” Song Zheng also told the First Financial Reporter. The reporter verified the export and domestic sales data of another child safety seat company, and found that it has almost the same situation.

How does China's production technology compare with overseas manufacturers? Does the advantage of producing big countries really touch the core technology? With such doubts, the first financial reporter visited the Yike Testing Laboratory in Lujia Town, Kunshan. The reporter saw several car child safety seats that are not yet on the market waiting for the impact test. They are marked with different alphanumeric combinations, which will be front and rear impacted at speeds of 50 km, 60 km or even 80 km/h, and side impacts at 30 km/h, in addition to The tumbling test was conducted to test their safety performance in various simulated car accidents.

“This is an indispensable link before new products are available. Depending on the complexity of the product, the impact test before a product is put into production is generally between 40 and 120 times.” Gao Yunlong, senior vice president of Goodbaby International, told the First Financial Reporter He is also co-chair of the ISO/PC310 International Standards Organization. Goodbaby was approved by the International Organization for Standardization (ISO) in March of this year to establish the joint secretariat of the ISO/PC310 Children's Passenger Vehicle Project Committee. In this way, the initiative to establish ISO standards in the corporate identity is still a precedent in the children's products industry.

In addition, a large number of export data of Chinese enterprises also verified that the production technology of China's child safety seats does have a certain right to speak in the world.

"'Safety' is the core indicator of the child safety seat. It is also the basic principle that all companies must adhere to. The child safety seat buys the one in the accident." Song Zheng also told the First Financial reporter.

In fact, in the 2016 government work report, it was clearly stated that “improving the quality of consumer goods and accelerating the integration of quality and safety standards with international standards”. To this end, the National Certification and Accreditation Administration has launched the “same-line homogeneity” project to accelerate the shortening of “quality gaps” and “trust gaps” caused by differences in standards and management requirements in domestic and foreign markets. To ensure that consumers can buy products of the same quality as the international market without going abroad.

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