"In the era of low birth rates and high prices, small and mid-sized brands with strong products are on the rise" Wadiz, Kids Funding Surges 15-fold
"In the era of low birth rates and high prices, small and mid-sized brands with strong products are on the rise"
Wadiz, Kids Funding Surges 15-fold
- Kids Funding Up 106% Year-over-Year in First Half of This Year
- By category, funding scale: △Maternity and childcare products 54% △Educational materials and stationery △Toys in order
- Wadiz's 'Kids & Pet Planning Event' Achieved 400 Million Won in One Week, Kids Funding Grows 15-fold Compared to Same Period Last Year, Showing Explosive Growth
Wadiz announced on the 11th that funding and pre-order transaction volume in the 'Kids' category in the first half of this year increased by 106% compared to the previous year.
In the kids-related planning event that started on June 20th, the event surpassed 400 million won in just one week, showing a 15-fold increase compared to the same period last year. Based on the number of transactions, it surpassed 3,000 transactions, a 10-fold increase from the previous year, recording rapid growth. By category, ▲Maternity and childcare products accounted for the largest share at 54%, followed by ▲Educational materials and stationery (23%) ▲Toys (20%).
In the growth of Wadiz's kids category, small and mid-sized brands with strong products proposed high-quality products at reasonable prices targeting 30-40 year-old Wadiz supporters in a kids product market polarized between value-for-money and premium. This strategy proved effective.
A Wadiz representative explained, "The kids industry is polarized between an online market centered on low-price products and marketing competitiveness and an offline market where famous brands occupy more than 80% of the market," and stated, "Unlike other channels with high price and brand sensitivity, Wadiz has customers who focus on products and stories."
As a result of analyzing the top 10 projects in Wadiz Kids, △new brands with strong products but lacking awareness △mid to high-price brands that focus on product quality rather than competing on lowest price occupy the positions.
Notable examples include a premium 'Baby Wagon' released to improve existing inconveniences and a 'Reflux-Prevention Cushion' for infants and toddlers, which achieved 'hundred-million-won level funding' and gained popularity.
In particular, 'Daily Kids Newspaper', which enhances literacy for children from age 7 through 4th grade, achieved 220 million won in funding in its first campaign. Lee Da-hui, the maker who sold subscriptions to the kids newspaper, developed the newspaper by incorporating expertise accumulated over 13 years of experience as an elementary school teacher, hitting the hearts of parents who want to instill 'reading habits' in their children, achieving high results.
Wadiz forecasts that the kids industry, being a high-involvement consumer market consumed by 30-40 year-old parents with economic means, will grow even faster going forward. From August 19th to 25th, through the 'Kids Planning Event', the company plans to discover competitive small and mid-sized brands between value-for-money and premium, and actively pursue related funding.