Maybe you've noticed this phenomenon as well
At present, the new parents represented by the post-80s-95s seem to be more "willing" to spend money on their children?
Sometimes I buy it casually, but the kids are branded from top to bottom.
A separate floor has been set up in the mall, selling clothing, shoes and toys for children.
Some people pointed out that this is because new parents pay more attention to the ratio of quality to price than the previous generation of parents, and are willing to spend on high-quality products and services.
From this, we can also glimpse the differences in the educational concepts of intergenerational parents.
1
The difference between the educational concepts of old and new parents
Looking back, parents in the 50s and 60s had to work hard all day to make ends meet due to the backward economic environment. Coupled with historical reasons, their generally low level of education has led to the deep-rooted traditional concept of family.
Therefore, most of them have an attitude towards their children - as long as they solve the problem of food and clothing, they will also take out the style of everyone's leader, asking children to obey themselves, "obedience is a good child."
With the rapid development of modernization, the popularization of compulsory education, and the impact of fertility policy, parents after 80-95 have been exposed to more advanced parenting concepts through the media and books, gradually reflecting on the shortcomings of their own experience, and beginning to consciously create a good growth environment for their children. From prenatal education to early education, diapers to picture books, clothes to toys, all are the pursuit of high quality as much as possible.
According to a survey by the China Children's Industry Research Center, about 80% of household child expenditures on the mainland account for 30%-50% of households. In addition, the "4-2-1" family member structure not only makes children the most concerned, but also a new generation of parents are willing to listen to their children's ideas, and even let their children participate in family consumption decisions. This also makes the activity arrangement of small families mostly revolve around the child's time, and the parents accompany the whole process. The superposition of these factors has spawned a promising parent-child economy.
The data of the seventh national census show that the population aged 0-14 in the mainland is 253 million, accounting for 17.95%, which is higher than the data of the sixth census.
Source: National Statistical Office
At the same time, superimposed on the "two-child dividend", the China Children's Industry Research Center predicts that the market size of the parent-child economy is expected to reach 3.9 trillion to 5.9 trillion.
It is worth mentioning that Meituan-Dianping once pointed out a huge business opportunity in the "2019 Parent-child Service Industry Report": parent-child play and early childhood education, which have become the most concerned topics for parents.
In other words, whoever can cut from these two points in the market and serve the needs of new parents is likely to rise to become a leader in the parent-child economy.
And this is also the direction that Nellbao is trying to move in.
When it comes to Nairbao, I believe that bao moms (dads) living in first-tier cities will certainly not feel strange. Especially in its birthplace , Jiangsu, Zhejiang and Shanghai regions , Nairbao has long become a "holy land" for Internet celebrities.
According to incomplete statistics, every 3 local mothers, at least one has forwarded relevant content in the circle of friends, which shows its popularity. What's more, with its high popularity, Nairbao Family Center has set a sales myth of 13 million on the opening day in Chengdu and Shenzhen.
Image source: Nairbao
This can't help but make people wonder: there are many parent-child projects on the market, why can Nairbao ride in the dust?
Pro Factory play season three, this week let's walk into Nelbao, first take a look at the wonderful trailer!
02
What are the industry pain points and solutions of parent-child economy?
Due to the substitution role of online shopping, the parent-child offline consumption discussed here mainly focuses on the three sections of "catering + education + entertainment" in the mall, and we will analyze the advantages and disadvantages of each one by one:
The first is catering
Although catering, as a consumer goods category needed by all ages, is an important pillar of attracting customers in shopping malls.
However, most parent-child theme restaurants are difficult to gain the favor of adults. A very important reason is that the food and beverage provided inside, adults do not like, can only be used as a birthday scene to meet children. Instead, most of the restaurant chains are equipped with children's play areas to balance the tastes of parents and the needs of children. Separate parent-child catering, it is difficult to go very far in the mall format.
Parent-child education section
It is a property with high frequencies and a certain need
With the implementation of the double reduction policy, only some interest classes and early education classes have remained. But shrinking audiences, high rents, and distance from users have hampered its expansion in malls. Therefore, interest classes and early education classes are mostly opened near large communities.
What are the family-friendly entertainment options in the mall:
It is mainly divided into two parts: one is a parent-child theme movie released in the theater. But the ideal box office requires the continuity of time, so cinema consumption will definitely be associated with long holidays, such as the Spring Festival file, National Day file, summer file, placed on the timeline of one year, which has obvious limitations.
The other is the indoor amusement facilities, the most common such as the tipping music, naughty castle. Its advantage is that children can play in it for a long time, but the disadvantages are also obvious: the entertainment project is very single, the activity venue is small, there is no educational attribute such as intellectual development, and the safety and health conditions are not transparent, and negative news is often reported.
At the same time, in the process of children's play, the connection between parents and children is not close: either the child must be in a small range of activities within his own line of sight, and the child must not have fun; or it is going home or temporarily having a problem, in order to find a child who plays hi, parents have to work hard to search into the park. In this scenario, the sense of experience of both sides will not be much better.
So how does the Nairbao Family Center solve these pain points and gain the reputation of "Indoor Disney"?
03
Why can Nairbao become a traffic manufacturing machine in offline business circles?
The first feature of the Nelbao Family Centre is that it is a one-stop shop for parent-child needs.
This is based on an accurate grasp of the needs of new parents to walk their babies: children need to play, and parents must have their own time choices.
Therefore, it carries forward the concept of indoor parent-child park, covers an area of 3000㎡-10000㎡, and redefines the industry standard by relying on its talent team and core operational capabilities:
In order to meet the one-stop demand for parent-child education for young families, the first multi-functional composite parent-child format that integrates books, amusement, catering and social networking has truly achieved "edutainment".
At the same time, in order to better attract the attention of children, Nairbao also worked the design of the venue.
This is its second characteristic: high value.
Throw away the traditional rough color matching, hire foreign designers, and choose a large area of bright color combinations full of childlike fun and fashion attributes. Let people be separated by a long distance, just a glance, it will leave a deep impression on your mind, and can't help but take out your phone to take a picture of the hair loop.
In this way, another advantage is that every parent who enters the store becomes the communicator of the store and the brand for free, laying the foundation for the continuous and accurate customer acquisition in the follow-up.
Of course, from the perspective of delivery, the venue and appearance value have only completed the low-cost acquisition of customers through the media. However, if the health and safety are not passed, the content cannot be updated, and it is difficult for parents to enter the store again.
The third characteristic of Nelbao is that it provides a high-quality environment for parents and children.
The first is the entire play area, each theme area has a special person to guide - teach knowledge, and almost every 3-5 steps of distance, there will be a staff to remind the child to take care of, even if the parents are not around, can also rest assured.
At the same time, considering the child's active nature from an early age, as soon as he entered the venue, Nairbao prepared a safety bracelet. Let parents accurately locate their children at any time through the interface, save the trouble of searching, liberate their energy, meet friends, have an entertainment experience in the mall, and focus on enjoying their time.
In addition, in the small links such as catering and cleaning, we implement the high standards of the relevant industries, and cooperate with high-quality suppliers to ensure that every customer can rest assured.
A more "bold" initiative is to close the store every Monday for cleaning. And the whole process can be seen outside the venue, which greatly enhances the parents' trust and satisfaction with the brand, and is willing to bring their children to play with confidence.
Of course, if you play the same project every time you enter the store, you will not be able to retain customers for a long time.
The fourth characteristic of Nelbao is the continuous innovation of the venue's content.
In order to create a sustained appeal, each venue of Nairbao has at least 20-30% of hardware iteration and software innovation, creating a more novel and fun experience; in addition to including the popular art, technology, interactive physical fitness courses, enriching the family education activity scenes; Nairbao will also launch monthly theme activities, such as allowing children to experience the differences between different occupations, learn national trends, folklore and other knowledge outside the textbook.
It is worth mentioning that Nairbao also actively explores and linkage innovation: through cross-border cooperation with high-end brands such as Palmer's Water and Bubble Mart, it has successfully broken down industry barriers.
With its deep insight into the new middle-class parents, relying on high-quality supply chain and human resource management capabilities, Nairbao has become a "traffic manufacturing machine" in the core business circles of first-tier cities by strengthening its service dialogue ability and exporting a new parent-child lifestyle. At the same time, borrowing capital and new communication tools, as well as the potential of cross-border innovation, also helped it accelerate the upgrade from category to brand, and became a benchmark worth learning and research in the parent-child industry.
How you would like to know more
An exclusive recipe for Nelbao's rapid growth
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Pro Factory Play 3, this Thursday with you do not see each other