Ibikinisho by'abana: Icyiciro cy'iterambere ry'ibanze ridashobora gusimburwa ku masoko manini y'ubucuruzi

Ibikinisho by'abana: Icyiciro cy'iterambere ry'ibanze ridashobora gusimburwa ku masoko manini y'ubucuruzi

Mu mpera z'icyumweru, ababyeyi basunika ibikapu by'ibiribwa byuzuyemo imboga n'ibinyobwa Ibikenewe buri munsi basanga abana babo bafashe ku gikinisho cy’ibikinisho iruhande rw’imyenda yabo—ahantu hakunze kugaragara buri munsi. Nubwo bisa nkaho ari ikintu gito cyo kurya hagati y’ababyeyi n’abana, mu by’ukuri bigaragaza ishingiro ry’ubucuruzi: ibikinisho by’abana ntibikiri "inyongera" gusa mu maduka manini; byabaye "icyiciro cy’ingenzi" gitera abakiriya urujya n’uruza, byongera agaciro k’ibicuruzwa, kandi bigakomeza ubudahemuka bw’abakoresha mu muryango. Byaba biterwa n’iterambere rikomeye ry’isoko cyangwa inyungu z’isoko ry’iduka, ibikinisho by’abana bifite umwanya udashobora gusimburwa. Iyi nkuru izasesengura uburyo amaduka manini ashobora guteza imbere neza icyiciro cy’ibikinisho by’abana mu buryo butatu: ishingiro ry’ibyo umuntu akeneye, ingamba z’ubucuruzi, no gucunga ingaruka, kugira ngo habeho inyungu ku nyungu z’umuntu ku giti cye haba ku gaciro k’ubucuruzi no ku bunararibonye bw’umukoresha.

Ubwa mbere, Kuki ibikinisho by'abana ari "ibintu by'ingenzi" ku maduka manini?

(I) Isoko rya tiriyari y'amayuni rishingira kuri ibi: "Ikoreshwa ryihutirwa" ku bikenerwa mu ngo

Bitewe n’ubwiyongere bw’abana mu Bushinwa n’izamuka ry’ibiciro by’ibicuruzwa, isoko ry’ibikinisho by’abana ryagaragaje ko rirwanya cyane imihindagurikire y’ibihe. Nk’uko bigaragara mu itangazo rya "2024 China Children’s Toy Market White Paper," isoko ry’ibikinisho by’abana mu ngo riteganijwe kurenga miliyari 130 z’amayuani mu 2023, aho imiyoboro y’ubucuruzi idakoresha interineti ingana na 58%. Amasoko manini, bitewe n’uburambe bwabo mu "guhaha ahantu hamwe", atanga 35% by’ibicuruzwa bidakoresheje interineti.

Ubusabe bw'ababyeyi bwo kugura ibikinisho bwavuye ku "bikoresho by'imyidagaduro" bujya ku "bikenewe by'ingenzi mu mikurire": Ababyeyi b'abana bafite hagati y'imyaka 0 na 6 bakoresha impuzandengo y'amayuan arenga 2.000 buri mwaka ku bikinisho, aho 83% by'ibyo bagura bifitanye isano no guhaha buri munsi. Iyo ababyeyi basuye amaduka manini kugira ngo bagure umuceri, ifu, ibinyampeke, amavuta, n'ibikoresho byo kubyara, 67% by'ibyo bagura biba birimo "kugura ako kanya" ibikinisho by'abana babo. Iyi myitwarire yo guhaha "ako kanya" ituma ibyiciro by'ibikinisho by'amaduka manini bifite inyungu isanzwe mu guhindura ubwikorezi, biruta cyane ikiguzi cyo kugura abakiriya mu maduka yihariye y'ibikinisho, akenshi bisaba gusura ahantu hihariye.

(II) Uburyo busanzwe bwo gukorera mu masoko manini: Imbaraga ebyiri z'icyizere n'uburyo bworoshye bwo gukorera mu buryo bubiri

Ugereranyije n'amaduka acuruza ibikinisho bya interineti n'amaduka yihariye y'ibikinisho, amaduka manini afite ibyiza bitatu bidasanzwe mu kugurisha ibikinisho:

Inzitizi z’Icyizere: Gusaba ababyeyi umutekano w’ibikinisho biruta kure cyane uburyo bumva ibiciro. Sisitemu zo kugenzura ibicuruzwa bya Supermarket (nk’impamyabumenyi ya 3C n’amahame agenga kwinjira mu kirango) zirahumuriza ababyeyi, cyane cyane ku bikinisho by’impinja n’abana bato bafite hagati y’imyaka 0 na 3. Kwizera kugura supermarket kuri hejuru ya 42% ugereranyije n’imbuga za interineti (Inkomoko: "Raporo y’Umuryango w’Ababyeyi n’Abana mu 2024").

Urugero: "Ahantu hahurira ababyeyi n'abana bato + ahantu ho kurya utuntu duto + ahantu ho gukinishiriza" mu maduka manini hashobora gutuma umuryango uhora ukoresha amafunguro mu buryo bufunze. Urugero, ababyeyi bagura ifu y'amata bashobora no kugura ibikoresho by'uburezi. Ibyubako, mu gihe abana bagura utuntu two kurya bashobora kurira ibikinisho bya katuni. Uku "gukoresha ibintu bifitanye isano" bishobora kongera agaciro k'ibicuruzwa bigurishwaho 30%-50%. Ubunararibonye bwihuse: Imiterere y'ibikinisho igaragara kandi ikora ku buryo bworoshye ni yo igaragaza inyungu zabyo hanze y'urubuga. "Ahantu ho kugerageza ibikinisho" bya supermarkets bituma abana babona ibicuruzwa mu buryo butaziguye. Nyuma y'uko ababyeyi babonye uko abana babo babyitwaramo ku bicuruzwa, igipimo cyo kugura kiri hejuru inshuro zirenga ebyiri ugereranyije n'ibisobanuro bya "amashusho n'inyandiko" kuri interineti.

Icya kabiri, Ibikinisho by'abana mu maduka manini: Amategeko y'indabyo yo guhitamo no kwerekana ibicuruzwa

(I) Guhitamo ibicuruzwa: Huza neza "Ibikenewe mu muryango" na "Ibijyanye n'iduka rinini"
Guhitamo ibicuruzwa ni cyo kintu cy'ingenzi mu cyiciro cy'ibikinisho. Bigomba gushingira ku mahame ane y' "umutekano, uburezi, imiterere ijyanye n'igihe, n'inyungu nyinshi," kandi bigashyirwa ku rutonde rw'abakiriya ba supermarket:

Ubuvuzi bugamije inyungu hakurikijwe imyaka y'abantu
Imyaka 0-3 (Impinja nto n'abana bato): Ibanda ku bikinisho "bigamije umutekano", nk'udupira tw'amenyo two guhekenya, imikeka idacika intege, n'ibipupe bihumuriza kandi byoroheje. Ibi bigomba kubahiriza amahame ya GB6675-2014 "Umutekano w'Ibikinisho". Shyira imbere ibirango bizwi cyane by'ababyeyi n'abana nka Pigeon na Fisher-Price, bigakora ubufatanye n'ishami ry'ababyeyi n'abana muri supermarket. Imyaka 3-6 (abana b'incuke): Ibanda ku bikinisho by'uburezi n'ubumenyi, nk'udupira tw'amashusho, ibikoresho by'ubwubatsi, amaseti y'imikino (abaganga, ibikinisho by'abatetsi), n'imashini zitanga inkuru mu bitabo by'amashusho. Ibi bikinisho bifite igiciro giciriritse kuri buri gicuruzwa (50-200 RMB) kandi bifite igipimo cyo kugurwa kinini, bigatuma biba byiza nk'ibicuruzwa by'inyongera.
Imyaka 6 kuzamura (abanyeshuri biga): Hitamo ibikinisho by'uburambe n'ibindi, nk'imodoka zigenzurwa kure, ibikoresho by'ubushakashatsi bwa siyansi, imikino yo ku kibaho, n'ibikinisho bya siporo (skateboards, imigozi yo gusimbuka). Kumenyekanisha ibirango bizwi nka LEGO na Audi Double Diamond bishobora kuzamura icyiciro no gukurura ababyeyi b'abahanga mu by'ubuziranenge.
Kurikira Ibyiciro: Ibyiciro by'Iterambere Rikomeye
UMUTSIMU Igikinisho cy'uburezis: Kubera ko ababyeyi barushaho gushyira imbaraga mu bikinisho by’uburezi, ibikinisho bya STEAM nka robo zo gukora porogaramu n’ibikoresho by’imashini byabonye iterambere rirenga 50%. Amasoko manini ashobora gushyiraho ahantu ho kwerekana no gutanga amabwiriza yo gukina hagati y’ababyeyi n’abana. Ibikinisho Bidahungabanya ibidukikije: Ibikinisho bishobora kwangirika bikozwe mu bigori by’ingano n’ibiti bikomeye bikunzwe n’imiryango yo mu rwego rwo hagati n’iyo mu rwego rwo hejuru, bikaba ibikoresho bitandukanye biva mu bikinisho bisanzwe bya pulasitiki.
Ibikinisho bya IP bifitanye isano: IP zizwi cyane nka Disney, Peppa Pig, na Ultraman zitanga urujya n'uruza rw'abantu. Nubwo zitanga amafaranga menshi, zishobora gukurura abana kuzisaba cyane, bigatuma abantu bazitaho.
Genzura SKU: Irinde "gukora ibintu byinshi kandi byuzuye" ahubwo ukurikirane ibicuruzwa "byiza kandi byujuje ubuziranenge".
Amasoko manini atanga inama yo kugabanya ibikinisho bya SKU kuri 200-300 kugira ngo hirindwe ko ibintu byinshi bitangwa ndetse n'ibisigaye inyuma mu bubiko. Shyira imbere ibintu bifite inyungu nyinshi kandi bike nyuma yo kugurisha, nka puzzles (igihombo gito no kugura ibintu byinshi), imipira (ikenerwa cyane kandi ikunze gukoreshwa), n'ibikinisho bito by'uburezi (agaciro gake k'ibicuruzwa byo gutumiza no kugura ibintu byinshi). Ku bikinisho binini cyane (nk'amadirishya manini n'indege zigenzurwa kure), icyitegererezo cya "icyitegererezo cyo kwerekana no gutumiza kuri interineti" gishobora gukoreshwa kugira ngo habungabungwe umwanya wo kubika ibintu.

(II) Kugaragaza: Gutuma ibikinisho "bivuga" kugira ngo byongere ibiciro byo kugura byihutirwa.
Ishingiro ry'ibyo kwerekana ni "kugabanya ikiguzi cy'ababyeyi cyo guhitamo no gushishikariza abana kwifuza kugura." Bigomba gukurikiza amahame ya "gushingira ku bintu, gushyira hamwe, no guhuza ibintu":

Aho hantu nyaburanga: Fata "ahantu ho kwinjira mu muhanda"

Ameza y'ibice by'ingenzi: Shyiraho ibikinisho bizwi cyane mu bihe by'umwaka (nk'ibipupe by'inyenyeri by'Abashinwa byo mu Iserukiramuco ry'Impeshyi n'ibikinisho by'amazi byo mu biruhuko by'impeshyi) hamwe n'ibyapa bikurura amaso (nk'ibi "Byakunzwe hagati y'ababyeyi n'abana" na "Byemejwe n'umutekano") kugira ngo bikurure abakiriya binjiye vuba.

Hafi y'aho kwishyura: Erekana ibikinisho bito (nk'imashini zishyushya, udupapuro tw'amakarita, n'udusanduku duto tw'ubwubatsi) kugira ngo ubyaze umusaruro igihe ababyeyi bamara bategereje ku murongo kandi ushishikarize "gufata" (igiciro mpuzandengo cy'ibi bikinisho ni 10-50 yuan, aho igipimo cyo guhindura ibintu kirenga 20%).

Iruhande rw'aho ababyeyi batwite n'aho abana batwite baherereye: Erekana ibikinisho by'impinja n'abana bato bafite imyaka 0-3 hamwe n'amata n'amashereka kugira ngo uhuze n'ikibazo cyo "guhaha ahantu hamwe." Urugero, shyira amata yo kuraramo iruhande rw'amashereka y'abana n'ibipupe bihumuriza hafi y'aho amacupa ashyirwa. Ibyerekanwa bishingiye ku miterere: Kora "Ubunararibonye Bushimishije"
Hubaka "Aho Abana Bakinira": Shaka ahantu hangana na metero kare 10-20 mu gace k'ibikinisho, shyiramo imikeka, ushyireho ameza y'ubwubatsi, imikino yo ku kibaho, n'imodoka zikoresha ikoranabuhanga rya kure. Ibi bituma abana bashobora gusuzuma ibikinisho mu bwisanzure, mu gihe ababyeyi bazibanda ku bikinisho byinshi mu gihe bategereje.
Gabanya ukoresheje "Insanganyamatsiko y'Ibibazo": Kora "Agace k'Imibanire y'Umubyeyi n'Umwana" (amahimbano, imikino yo ku kibaho), "Agace k'Inyigisho zo Kwigiramo Umucyo" (imashini zo kubara inkuru, ibikinisho bya alfabeti), na "Agace ko Gukiniramo Hanze" (imipira, amaskateboard). Manika ibyapa bisobanura ibintu (nk'ibi "Byasabwa mu Guhugura mu Gutekereza mu Byumvikana ku Banyeshuri bari hagati y'imyaka 3-6") kugira ngo biyobore ababyeyi mu gufata ibyemezo byihuse.
Ubuyobozi bugaragara: Gutangaza abaguzi ukoresheje ibisobanuro birambuye.
Ibirango by'igiciro gisobanutse: Ikirango "Imyaka ikoreshwa" na "Ibiranga by'ingenzi" (nk'ibi "Ibiti bikomeye bibungabunga ibidukikije | Guteza imbere ubumenyi bushingiye ku ikoranabuhanga | Imyaka 3+") kugira ngo ababyeyi badacika intege ku kugura ibintu kubera urujijo.
Kunoza Guhuza Amabara: Koresha ibara ry'umutuku n'ubururu byoroshye mu gace k'ibikinisho by'abana bato kugira ngo ushyireho ikirere gishyushye kandi gishimishije; koresha ibara ry'umutuku n'umuhondo mu gace k'ibikinisho by'abana biga kugira ngo wongere imiterere y'amaso no gukurura ibitekerezo by'abana. Ibyiza byo kwerekana ibintu mu buryo buhindagurika: Gushyiramo udusanduku duto twa bateri ku birahuri bituma imodoka zigenzurwa kure n'ibikinisho by'urumuri n'amajwi "bigenda" kandi "bigasakuza", byongera ibiciro byo kugura inshuro eshatu ugereranije n'ibyerekanwa bitahinduka.

Icya gatatu, kwamamaza n'imikorere: Kuva ku "kugurisha ibicuruzwa" kugeza ku "gutanga serivisi"

(I) Ibikorwa byo kwamamaza: Guhuza "Imiterere y'Umuryango" kugira ngo byongere ubwitabire bw'abakoresha

Kwamamaza mu biruhuko: Gukoresha ibikorwa kugira ngo habeho ubwinshi bw'ibicuruzwa

Umunsi w'Abana: Gutangiza poromosiyo ya "100 RMB ku kugura hejuru ya 300 RMB" na "Gura igikinisho, fata ipaki y'impano y'abana ku buntu". Muri icyo gihe, hakorwa "Amarushanwa yo Kubaka Ibikinisho hagati y'Ababyeyi n'Abana", abatsinze bahabwa ibikinisho n'impano ku buntu, bikurura imiryango mu iduka.

Mu biruhuko by'itumba n'impeshyi: Gutangiza "serivisi yo gukodesha ibikinisho" ku bana b'abanyeshuri (urugero, ibikoresho by'ubushakashatsi bwa siyansi n'inyubako nini, bikodeshwa buri cyumweru kuri 20-50 RMB). Iyi serivisi ikemura ikibazo cy'ababyeyi bakunze gusiga ibikinisho bidakoreshejwe nyuma yo kubikoresha inshuro nke, ndetse inatuma ibikinisho bigurishwa (abakodesha bafite igipimo cyo kugura kiri hejuru ya 40% ugereranyije n'abakoresha basanzwe). Ibirori byo kwizihiza isabukuru y'amaduka/impera z'icyumweru: Gutegura "Iminsi yo Kugerageza Ibikinisho" kandi utumire abakozi b'ikirango kwerekana uburyo bwo gukina n'ibikinisho, nka "LEGO Building Tutorials" na "Coding Robot Interactions," kugira ngo bongere ubunararibonye bw'abakoresha.
Sisitemu y'Ubunyamuryango: Kugera ku Bakiriya Bakuru mu buryo Bugamije
Kora "Imiterere y'Imikurire" ku bana kandi utange igabanyirizwa ry'ibikinisho by'imyaka runaka (urugero, "Umwana yujuje imyaka 3! 20% Amapuzzle yo hanze").
Amanota y'abanyamuryango ashobora gucungurwa ku bikinisho: Amanota 1.000 ku bikinisho bito (urugero, imashini zikoresha utubumbe), amanota 3.000 ku bikinisho biciriritse kugeza binini (urugero, imodoka zigenzurwa kure), kongera ubufatanye bw'abanyamuryango.
Guhuza Interineti na Interineti: Kwagura urwego rw'itumanaho
Konti zemewe za Supermarket: Shyira ahagaragara "Ubuyobozi bwo Kugura Ibikinisho" (urugero, "Nigute wahitamo Ibikinisho by'abana bari hagati y'imyaka 0-6? Byasabwe n'abahanga mu bijyanye no kurera abana muri Supermarket") hanyuma ushyiremo imirongo yo gushyiramo amakuru kugira ngo uyobore abakoresha kugura mu maduka.
Ibikorwa by'Umuryango: Shyiraho "Itsinda rya Mama riganira" kugira ngo risangire buri gihe inama zo gukina ibikinisho n'ubumenyi bw'ababyeyi, kandi rigatanga "Ibiciro byihariye by'Itsinda" (urugero, kugabanyirizwa 10% by'ama coupons mu gihe gito) kugira ngo rishishikarize abantu kongera kugura.

(II) Kugenzura Ingaruka: Kugenzura imikorere myiza y'ibyiciro
Umutekano Mbere na Mbere: Kuraho "Ibikinisho by'Ibibazo"
Suzuma neza ibisabwa n'umutanga serivisi, bisaba icyemezo cya 3C na raporo z'igenzura ry'ubuziranenge, kandi ugenzure buri gihe ibikinisho biri ku dusanduku (urugero, imbaraga z'ibice bito n'umutekano w'ibikoresho).
Shyiraho "Umuyoboro w’Ikinyomoro w’Icyatsi cyo Gusubiza no Guhanahana Ibikinisho." Niba ababyeyi bafite impungenge z’umutekano ku gikinisho, bashobora kugisubiza cyangwa bakagihana nta kibazo bagaragaje inyemezabwishyu yabo, bityo bakirinda kuvuga nabi.
Gucunga ububiko bw'ibikoresho: Irinde ko ububiko burenze urugero n'uko ububiko bugabanuka
Koresha sisitemu ya ERP ya supermarket kugira ngo usesengure amakuru y'ibicuruzwa. Komeza inshuro 1.5 z'ingano y'ububiko bw'ibikoresho "bikinisho bigurishwa cyane" (nk'ubufatanye bwa IP n'amayeri yo kwigisha). Gabanya ububiko bw'ibikoresho "bigenda buhoro" (nk'ibikinisho binini) kandi ukoreshe icyitegererezo "mbere yo kugurisha no kongeramo".
"Ibirori byo gukusanya ibintu buhoro buhoro" mu mpera z'igihembwe (nk'ibikorwa byo kwamamaza ibicuruzwa ku buntu no kugabanyirizwa 50% ku bicuruzwa) birakorwa kugira ngo harebwe ububiko bw'ibikoresho kandi hagaruzwe amafaranga. Amahugurwa y'abakozi: Kunoza ubuhanga mu gutanga serivisi
Abafasha mu kugurisha ibikinisho bagomba guhugurwa kugira ngo bamenye ingingo nka "uburyo imyaka ikoreshwa, imikorere y'ingenzi, n'uburyo bwo kwirinda ibikinisho" kandi bashobore gutanga inama z'abahanga ku babyeyi (urugero, "Abana bakunze kugorwa no kwibanda; ndabagira inama yo kubafasha kunoza uburyo bashyira mu bikorwa.").
Abafasha mu kugurisha bagomba kugira ubushishozi bukomeye mu itumanaho hagati y'ababyeyi n'abana kandi bakabasha kuganira n'abana (urugero, "Bana bato, mwifuza kugerageza iyi dubu iririmba?"), bagateza imbere umubano wa hafi n'abakiriya bo mu muryango.

Icya kane, Umwanzuro: Icyiciro cy'Ibikinisho - "Umuhuza w'Ibintu by'Umuryango" wa Supermarket

Ku masoko manini acuruza ibintu binini, agaciro k'ibikinisho by'abana karenze kure inyungu gusa mu kugurisha: ni ikintu gikurura abakiriya b'umuryango, ni isano iri hagati y'ibicuruzwa byo kubyara n'iby'abana, utuntu two kurya, n'ibindi byiciro, kandi ni ingenzi mu guteza imbere ishusho "ibereye umuryango". Kuva ku guhitamo neza ibicuruzwa kugeza ku buryo bwo kwerekana ibintu mu buryo bwimbitse no kumenyekanisha amarangamutima mu kwamamaza, ni mu gusobanukirwa neza "ibyo ababyeyi bakeneye mu mutekano" n' "ibyo abana bakeneye mu mikino" gusa, icyiciro cy'ibikinisho gishobora kuba inyungu nyamukuru mu guhangana n'iduka rinini. Mu gihe kizaza, hamwe n'ubwiyongere bw'ibikinisho by'ubwenge kandi byihariye, amasoko manini ashobora gusuzuma ubwoko bushya bw' "ibikinisho + uburezi" na "ibikinisho + ubunararibonye" (nk'uko byerekanwa mu mahugurwa y'ibikinisho by'abana) kugira ngo barusheho gushimangira umubano wabo n'abakiriya b'umuryango. N'ubundi kandi, iyo umwana akunda ibikinisho by'iduka rinini kandi akagarukana ababyeyi be kenshi, isoko rinini ntiribona inyungu zo kugurisha ibikinisho gusa ahubwo rinagira agaciro k'umuryango wose mu gihe kirekire.