Original title: Analysis of the classification, development history, user portraits and challenges faced by China's gift industry in 2022 "Picture"
1. Basic overview of the gift industry
Gifts are also called gifts. Usually it is an object that people give to each other. The purpose is to please the other party, or to express kindness and respect. Gifts are also used to celebrate holidays or important days, such as Valentine's Day roses or birthday gifts. Gifts can also be immaterial. In ancient China, there was a saying that "giving goose feathers thousands of miles away is less favorable to the gift", which means that the value of the gift lies in the kindness and intention of the gift, rather than the value of the gift itself. Gifts include textile products, leather goods, luggage, handicrafts, small household appliances, home furnishings, stationery and office supplies, promotional products and other categories. Among them, there are both traditional gift categories and rapid development and emerging new gift categories.
Gift industry segmentation products
Source: Compiled by Huajing Industry Research Institute
Etiquette originated from sacrificial activities in ancient times. During sacrifices, in addition to expressing respect and awe to God with standardized actions and pious attitudes, people also devote their most valuable and most respectful items (that is, sacrifices of cattle, sheep, etc.) to the gods. Perhaps from then on, the meaning of etiquette began to have material components, and etiquette can appear in the form of "things", that is, gifts. Looking at the development of the gift industry, it can be summarized into the following stages:
Development history of China's gift industry
Source: Public information sorting
2. Analysis of the current situation of China's gift industry
Nowadays, more and more people are giving gifts between relatives and friends, especially among the teenagers. However, with the development of the times, people's demand for gifts is no longer limited to popular gifts, but rather to have a unique personality. In recent years, the market size of my country's gift industry has continued to grow. In 2020, the market size of China's gift industry reached 1293.2 billion yuan, and increased by 6.85% year-on-year.
2013-2020 China's gift industry market size and growth rate
Source: compiled by Huajing Industry Research Institute
From the perspective of segmented products, according to the data of the National Federation of Industry and Commerce Gift Chamber of Commerce, promotional gifts are the largest segment of my country's gift industry, with market share of about 30%; followed by welfare gifts, personal gifts and business gifts, accounting for more than 20%.
China's gift industry segment structure
Source: National Federation of Industry and Commerce Gift Chambers, compiled by Huajing Industry Research Institute
3. Gift industry user portrait
Purchasers have a wide range of purchasing categories. According to the "2021 China Gift Industry White Paper", digital electronics and small appliances are the most popular, followed by cultural and creative, IP products and craft gifts.
The type distribution of gifts purchased by buyers
Source: "2021 China Gift Industry White Paper", compiled by Huajing Industry Research Institute
Gift Company will make multi-dimensional considerations when purchasing gifts, among which the cost-effectiveness of the product is the main factor to consider, and the market share accounts for more than 80%; secondly, the product's design sense, accounting for about 70%. In addition, it also has a certain reference for product practicality, brand awareness and market popularity.
Distribution of factors considered by buyers when purchasing gifts
Source: "2021 China Gift Industry White Paper", compiled by Huajing Industry Research Institute
4. Challenges faced by the gift industry
The development of the gift industry faces many challenges. Its large-scale production and sales make the phenomenon of homogeneity very serious, and traditional monotonous products are already difficult to meet the needs of consumers.After years of development, the gift industry has entered a buyer-led period. What has troubled the development of enterprises is no longer how to expand production capacity, but how to add new product types to the market with serious homogeneity, attract customers' attention, thereby gaining consumer recognition and promoting product sales. In addition, brand marketing is also an issue that companies need to pay attention to and improve. Many companies do not have a strong brand awareness in their operations, so how to improve their brand image with high-quality products and services, how to develop high-end products, and attract customers is also a major challenge in the current development process of the gift industry.
Original title: Analysis of the classification, development history, user portraits and challenges faced by China's gift industry in 2022 "Picture"
Huajing Industry Research Institute conducted an in-depth analysis of the current development status of China's gift industry, upstream and downstream industrial chains, competitive landscapes and key enterprises, etc., to minimize corporate investment risks and operating costs and improve corporate competitiveness; and use a variety of data analysis technologies to predict the industry's development trends so that enterprises can seize the market opportunities in a timely manner; for more detailed content, please pay attention to the "2023-2028 China Gift Industry Market Panoramic Evaluation and Investment Strategy Planning Research Report" published by Huajing Industry Research Institute.
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