Zhengzhou Dennis department store statistics show that compared with the same period of last year, this year's Golden Week, sales of baby products rose 55% to 60%. This increase is at least 10 percentage points higher than department stores. A survey commissioned by this newspaper's consulting firm shows that 62% of households are willing to buy well-known brand baby products for their children. Insiders said that stimulated by the booming market demand, Zhengzhou baby products market in recent 3 years, brand-name acceleration, increasing consumer grade. Behind the expensive crib story price more than 20000 yuan cot worry buyers, Behind the reflection of Zhengzhou baby consumption has gradually entered the brand, high-end process. Luxurious European royal style, exquisite and delicate. This little baby cot, like the little princess's couch coming out of a fairy tale, gives a beautiful impact. However, the price of 26,800 yuan, but people from the dream back to reality. "It's really expensive." Consumers lamented that the salespeople at the counter were also shocked by the price, showing the bed as always cautiously as if it was playing with a newborn baby. Zhengzhou Dennis Department Store Garden Children's Museum, a counter display of this expensive crib, Zhengzhou, a customer order. According to the counter sales staff introduced, the current expensive crib has been set out two. Spend more than 20,000 yuan to buy a high-end consumer crib is not accidental, and now the baby consumer market in Zhengzhou has gradually bid farewell to the past that era of cloth to buy clothes, and clothing, branding, high-end process is Speed ​​up. In Dennis department store and big business, the reporter saw dozens of baby clothing brand. Li Yingfang, good boy, Bubu beans, Disney, etc. 10 years ago to guide the Zhengzhou baby products market brand to Adidas, Nike, led by the two major sports apparel will also tentacles to explore the baby field. In the World Trade Center, the brand baby clothing is everywhere everywhere, Tongtai, small ants, small feet, the United States ducklings, happy bears ... ... prices from a dozen to several hundred dollars, high middle and low everything. Three or four years ago, baby clothing consumption was always equated with cartoons but has now been broken down. Zhengzhou Dennis Department Store Marketing Manager Zhaohua introduction, after three years of development, the current baby clothing has been subdivided, with Adidas, Nike sportswear represented by the campaign, the average price of three or four hundred dollars; to Babu Disney, Pig Banner and other brands represented by the traditional cartoon children's series, the average price of 200 yuan less; there are attachment, ivy and other children's dress is represented by the brand belongs to the series of children, the average price of 400 yuan . Miss Li Road, a store manager Miss Li said that after several years of development, the baby brand higher and higher grade, "a hundred dollars a pair of children's shoes in Zhengzhou five years ago is considered a high consumer, and now three or four hundred dollars Children's shoes are not really upscale. " "Baby clothing is an accessory product of adult clothing. At present, the brandization process of adult clothing is accelerating and the baby clothing is naturally followed." Zhao Hua said: "Brands will be more and more and higher and higher grades are the trend of the times "In addition to baby clothes, foreign milk powder such as Abbott, Dumex, Wyeth and Mead Johnson entered Zhengzhou a few years ago, while Meiji and Wakodo in Japan also attracted Zhengzhou mothers to visit through imported food supermarkets and internet. More and more education brands have also come to Zhengzhou to Nuggets, and the prices of some internationally renowned brands are soaring. This reporter has learned that the world famous early childhood brand Campbell single class price from 90 yuan five years ago rose to now 220 yuan, class 45 minutes, an average of nearly 5 yuan per minute. Animation train, the first step, the infant Jie and other early education brand, the average price of each lesson is more than one hundred yuan. According to the preliminary statistics of Zhengzhou Administration for Industry and Commerce, no less than 30 early-warning training institutions are registered in Zhengzhou City. More than 60% of households choose brands for their children Consumer surveys show that 62% of households are willing to buy well-known brand baby products for their children, and their children's education expenditures make up the bulk of household income. What is supporting the baby products market in Zhengzhou toward the brand, the development of high-end? During the Golden Week this year, this newspaper commissioned 1 +1 talent consulting firm conducted a survey of 120 children under the age of 5 in the family. Among these families, more than 80% of the families are wage earners whose monthly income is less than 6,000 yuan. Surveys show that over 60% of families buy baby products for their children's well-known brands. Ms Fung is one of the respondents, her daughter is 4 years old and has an average family monthly income of 4,500 yuan. A family of three out of vehicles is an electric car, rarely taxi. But in her daughter, Ms. Fung is willing to spend money. Dairy daughter is imported, Abbott, Mead Johnson, Wyeth, Dumex several foreign brands to eat, spend about 1,000 yuan a month. Coupled with other foods, her daughter spends about $ 1,500 a month, accounting for 30% of family income. Daughter wear clothes is also a brand, before the clothes on kindergarten and more are the price of 100 yuan less than the low-end brand. After kindergarten, the grade of clothes rose to Disney, Pig Banner and other slightly higher price brand. Daughters spend 5% of their family income monthly on clothes. "The biggest cost is education," said Ms. Fung, a concept that is deeply rooted in the inability to keep her children at the starting line. So inspire intellectual toys and books are essential investment, 3 months, 6 months, 1 year, 18 months, 3 years of age, with the daughter's growth, each corresponding to the age, Ms. Fung has to Set up books and toys for kids. For safety reasons, toys are all brand names. "A Danny's percussion xylophone will be more than 60 yuan. And such toys at home now have at least four large cardboard boxes." Ms Fung said that at present only the cost of a toy, four years accumulated more than 10,000 yuan. At the age of 1, Ms. Fung insisted that she report to her the most expensive early education class in Zhengzhou at that time, and bought more than 100 classes in one fell swoop and spent 10 thousand yuan at once. Every weekend, Ms. Fung couple also took her daughter to go on specialty classes, handwork, painting, music, several classes come back. Ms. Fung's daughter is now attending a public kindergarten. The cost of regular classes is 600 yuan per month, Montessori special classes are 1,200 yuan. Ms. Feng did not hesitate to report to her children Montessori classes. Coupled with food costs, books, daughters spending in kindergarten is 1,600 yuan a month. The survey shows that 62% of surveyed families value quality rather than price in terms of baby consumption, choose well-known brands for shopping, and are willing to pay high prices in their capacity. In terms of purchasing powdered milk for their children, 73% of households choose to import powdered milk, of which 59% consume more than 500 yuan per month. Wear, 92% of families choose brand children's clothing, of which an average annual consumption of 500 yuan or more families accounted for 41%. In education, 18% of families said they would pay for early education before the age of 3, and 40% of families said that they would be willing to let their children go to high-paying specialty classes when choosing kindergarten. According to the survey, the basic living allowances for children, such as eating and wearing, account for 15% of the total household income. Children's educational expenditure accounts for an average of 25% of household income, and the older the child, the higher the expenditure. In the same income level, the higher the education level of parents, the higher the share of education expenditure in family income. 5000 yuan monthly income of families, parents are college education, children's education spending accounts for 40% of family income. The peak of population growth has brought a huge consumer demand for the huge cake baby market, and has a great relationship with the fourth peak population growth of Zhengzhou City. The latest statistics released by Zhengzhou Bureau of Statistics this year show that according to the sample survey of population and urbanization in 2008, the resident population in Zhengzhou reached 7.436 million by the end of 2008, with a total population of 6.95 million and a birth rate of 9.4 ‰, an increase from 2007 0.2 points. Zhengzhou Municipal Bureau of Statistics said the rebound of 2008 birth rate indicates that Zhengzhou City has entered the fourth peak of population growth. The reason for the rise in the birth rate is that the population born in the third peak of Zhengzhou's birth period has entered the marriage and childbearing age. The number of women of child-bearing age, especially those aged 20 to 29, who have been in a vigorous growth period has increased more. According to the statistics of the fifth national census in 2000, from 2007 to 2010, the number of 20-year-old to 29-year-old women in Zhengzhou increased by 24,500 or so each year. It is estimated that by 2012, the birth rate will peak gradually before it will gradually decline. The rising birth rate provides a fertile ground for the development of infant-related industries. The most direct manifestation of the baby market is strong consumer demand. Zhengzhou Dennis Department Store Garden Marketing Manager Zhao Hua said that the growth of baby products consumption is very characteristic, to catch up with the good years, such as gold pig baby get together in 2007, the 2008 Olympic Games get together baby, baby supplies will be spending Soared. Services are not far behind. Earlier this year, Zhengzhou City, Home Economics Association announced the family service industry in Zhengzhou, the wage guidance of six major workers, Yuesao salary 1,200 yuan start up to 3800 yuan, ranked first in the six major types of work. "A few years ago Yuesao is still a popular job, but now hot. Experienced old Yuesao sometimes need to make an appointment six months in advance or even longer." Zhengzhou City, the relevant person in charge of the Association said. The second highest-paid job category is a nursery school, which is also closely linked to baby-care services. Its pay scale starts at 1,000 yuan and can reach as high as 3,000 yuan. Wealth funnel to enhance consumer spending Common people have money, spending power increased, Zhengzhou baby brand to stimulate the process of accelerating the fundamental driving force. Zhengzhou in recent years the rapid development of the people's pockets drum up. Zhengzhou Bureau of Statistics data show that initial accounting, Zhengzhou GDP in 2008 for the first time exceeded 300 billion yuan to 300.4 billion yuan, 287 prefecture-level cities in the country ranked 22nd in the 27 capital cities ranked eighth Bit, GDP growth rate reached 12.5%. The per capita disposable income of urban residents in Zhengzhou increased by 14.9% over the same period of last year. "Parents have money, aesthetic vision and consumer grade also will be promoted, which also provides an opportunity for the development of baby brand." Zhao Hua said, affordable, is to stimulate the infant market brand-based process to accelerate the fundamental power. Family planning led to the "single-generation" phenomenon. A 4:2:1-dominated urban family structure formed a wealth funnel, and the wealth funnel was an accelerator for the baby brand development. "One child, parents and grandparents, grandparents and grandparents, grandparents and four old children, and six children are ready to pay for their children at birth." Analysts at Henan Provincial Bureau of Statistics said the fourth fertility peak After 80 women dominated. In the city, these people and their parents are in their 29s and 55s. And this age group is the creator of wealth and the main force of consumption. "In theory, a child's wealth accumulated over two generations upon birth can governed the wealth funnel to expand the spending power of infants and young children, naturally it has become the baby brand accelerator." The analyst said.