Chinese parents who love their children the most, do they love them right?
When it comes to loving children, no one should object if Chinese parents are some of the parents who love their children the most in the world.
It is true that Chinese parents are not necessarily rich, but there is no doubt that they are willing to do their best to give their children the best. The only problem is that they often do it in the way they think is right.
The basis for parents to love their children should be to create a healthy and safe environment for their growth. However, many of our Chinese parents who love their children have not done this.
Right now, children’s cult videos are like a chill that makes people’s scalp numb. Various murderous, bloody, and pornographic videos are labeled as children’s favorites, and are packaged with familiar animation elements—Peppa Pig, Barbie, and Spider-Man—but are filled with bizarre and absurd storylines, poisoning children. their three views. Even in China, hundreds of "cult videos" appeared on a mainstream video website, with the highest number of views reaching 6.6 million. It can be imagined how misleading children's thoughts and behaviors are. However, the absurd thing is that these videos, which are disguised as "parent-child" and "children", have not been noticed by parents at all. It wasn't until the news broke that parents were surprised and angry.
However, please learn from it, Chinese parents. Danger is hidden around you, even in the places you think are safest, and in every fluke and laziness you have. This is especially true for vulnerable children.
For example, you know that young children cannot ride in a car without their parents, but do you have a child safety seat installed in your car? Are the installation method and seat quality up to standard?
A few days ago, Tuhu Car Care and Tencent Social Advertising jointly launched the "2018 Online Maintenance Behavior Report of Chinese Auto Users" (hereinafter referred to as the "Report"). According to the sales monitoring data of the car maintenance e-commerce platform Tuhu, excluding tires and engine oil, the best-selling products purchased online in 2017 were: tire pressure monitoring, car electrical appliances, glass water, storage boxes, chassis armor, and floor mats. However, the safety seat that best protects children's safety ranks low.
Relying on transaction data provided by Tuhu Car Care, a leading brand in the online car maintenance industry, the "Report" accurately reflects the current public acceptance of child safety seats - even if society and regulators are conducting Despite a large amount of popular publicity, child safety seats have not yet entered the list of essential accessories for family cars, and the multiple calls for this product are still "big thunder but little rain".
Not only that, it can be seen from the above-mentioned "Report" that most of the current accessories needs of car owners are still concentrated on "functional" consumption, and the consumption awareness of safety accessories is still weak. Statistics show that even under the "safety products" category, Tuhu data shows that the top-selling products are emergency rescue equipment, air pumps, and self-driving camping.
It can be seen from the data in the "Report" that the guarantee of safety in the car has become the biggest shortcoming of children's safety. As domestic family expenditures on children's education and medical expenses continue to increase, the importance of in-car safety facilities with high frequency of use is still not universally accepted.
The reason is that, on the one hand, domestic families’ knowledge of safety seats is still in the stage of being popularized. On the other hand, the safety seats in the domestic market are mixed, making it difficult for consumers to distinguish quality, which is also one of the problems. In this area, supervision is difficult and costly. From the current point of view, the problem can only be solved through consumption channels.
The "Supervisory Blind Spot" of Safety Seats
At present, the promotion of child safety seats has become a "daily" public welfare business for mainstream automobile brands such as BMW, General Motors, and Volkswagen. The issue of "legislation" for installing child safety seats in cars has also been constantly mentioned by regulators.
In fact, in a more mature automobile society, child safety seats have long become a must-have product for children in the car. According to statistics, the usage rate of child seats in most European countries is between 50 and 80, and in countries with higher usage rates such as Sweden and Germany, it can reach 80 to 90.
In China, according to authoritative statistics, the average usage rate of child safety seats nationwide is less than 5, which is a significant gap compared with the situation in developed countries.
In addition, according to statistics from relevant U.S. agencies, since child safety regulations were enforced in 1971, child restraint systems saved the lives of at least 8,959 children from 1975 to 2008.
Benefiting from the two-child policy and general consumption upgrades, the child safety seat market has been predicted by many institutions to experience a blowout "consumption growth" in the next three to five years. However, at this stage, It is still difficult for consumers to pay happily. In fact, in addition to the fact that families’ consumption concept of safety seats has not yet been fully established, consumers generally lack trust in child safety seats.
According to statistics, there are currently more than 100 domestic child safety seat manufacturers. These inferior domestic safety seat manufacturers have caused the effect of "bad money drives out good money" in the market, disrupting the market. Business order has become a headache for regular manufacturers. In fact, the crisis of trust in "child safety seats" has attracted the attention of government regulatory agencies. Domestic institutions including the China Automotive Industry Center have begun to evaluate child safety seats in an attempt to guide consumers.
However, efforts to curb inferior safety seats at the "source" have had little effect. It is understood that on the one hand, the "law enforcement costs" are very high. The cost of testing a safety seat product by a third-party agency is more than 5,000 yuan. On the other hand, many small production factories often create new names and restart production after being shut down.
If it cannot be managed from the "source", sales channels will become even more important. The 62 safety seats on the Tuhu platform basically cover brands with good feedback such as Baodex and Owl. On the one hand, Tuhu strictly controls the purchase channels of its own products, which all come from regular manufacturers and big brands. On the other hand, Tuhu has set up a relatively free evaluation area for these products, and consumers can make selections based on the comments of other consumers.
E-commerce big data may become a "wind vane" for automobile consumption
In fact, not only safety seats, but also in the car maintenance market, there has been a long-term phenomenon of "bad money drives out good money" phenomenon. Whether it is auto repair, spare parts sales, car maintenance services, etc., due to information asymmetry, the problems of price transparency, product authenticity and service process standardization have been difficult to solve for a long time.
However, after constant consumer complaints and countless scams, car owners in cities that entered car consumption relatively early have begun to tend to make channel choices.
According to statistics from the "Report", the proportion of online car maintenance consumption in Guangdong, Shanghai and Jiangsu accounts for 17.4, 14.3 and 12.1 of the country's total. Rather than going directly into the large and small auto repair shops where the good and bad are mixed, consumers who are difficult to distinguish have begun to tend to choose products and services that have been "screened" by e-commerce.
Not only the above three places, but also big data from Tuhu and Tencent social advertising show that the acceptance of car maintenance e-commerce in eastern provinces is significantly better than that in central and western provinces. According to industry insiders, this is related to the length of time they have been exposed to automotive products.
Not only that, the data also shows that car owners including Volkswagen, Buick, Ford, Audi and other brands have more generally accepted the online model of car maintenance. For consumers, these The data will become reference information for relevant car owners to choose higher quality and better products.
In fact, based on Tuhu's sales data in the industry, the "Report" launched in cooperation with Tencent Social Advertising describes the trend of online consumption. Among them, the top ten brands favored by online car maintenance consumers in 2017 are Mahle, Michelin, 3M, Goodyear, Dunlop, Mobil, Bosch, Giti, Continental and Bridgestone. And these consumption data are becoming an important "wind vane" for automobile consumption.