Children's furniture does not increase in August

Text / Yangcheng Evening News reporter Hao Yuyu intern Ma Huizhen

The "General Technical Conditions for Children's Furniture" was officially implemented on August 1. Does it mean that children's furniture will increase production costs and "transfer" to consumers in the form of price increases? A number of children's furniture brand marketing leaders replied: " New National Standard " will not lead to price increases for branded children's furniture.

In the Jockey Club home, JSWB, etc., the reporter visited more than 10 children's furniture brand stores such as Songbao Kingdom, Disney, Shinkansen, Ruixin, Musi Aidiqi, Songguo, Jiayibao, Yasuo, etc. Information obtained from the company will not be raised after August.

The reporter contacted some of the brand's spokespersons and got the same answer: “The new national standard” puts higher demands on children's furniture, but it does not raise the price because the original product is in line with the “new national standard”. Make small changes in the process without increasing costs.

With the approaching time of the implementation of the “new national standard”, some children's furniture brands are also actively planning to respond to good policies.

Strategy 1 launches new product

In August, there will be many new products for children's furniture. The reporter learned that some brands are now in the process of clearing inventory, while they are working hard to produce new products. Mousse Aidic brand director Peng Yu said that he will launch a new product line, both in appearance and function, which is greatly improved. And the color is more in line with the needs of children of all ages, the function is more refined, the introduction of the growing type of bone care mattress, can be used from 0 years old to 18 years old, and will also include puzzles including toys, pillows, sleep music, etc. series.

Liu Fanghua, director of the planning department of Cool Manju, said that all the stores in July had new products, all of which met the standards required by the “new national standard”, and the physical and safety of the products will all meet the standards.

Strategy 2 Control Cost

The "new national standard" put forward clear requirements, which led to an increase in production costs of some manufacturers, but the manufacturers interviewed said that the cost increase is controlled by other methods, such as cool home, in addition to color, through standard parts, scale The production, as well as large-scale procurement, will reduce the cost. In fact, the cost will go down, and it is possible to cut prices.

Chen Zhihong, manager of Ruixin District, said that the production line will be adjusted and the production cost will increase slightly. However, the cost will be controlled through large-scale production and perfect production processes, which will not cause price increases .

Strategy 3 Strengthen Marketing

The children's furniture marketing activities will also be launched in August, such as the lucky consumer " European Tour ", the film "Ice Age 4", the baby draft contest, etc., which seem to have nothing to do with the "new national standard", It is very helpful to improve the reputation and popularity of the brand.

Hao Yuyu, Ma Huizhen