The 35th BeFe Baby Fair
February 21st ~ 24th, 2019
Coex Hall A & B
2018 Exhibitions Results
180+ exhibitors
80,639 visitors
Organized by BeFe
inc. biannually, the first BeFe Baby Fair was showed in 2000. The BeFe
baby fair is the first baby
product related exhibition in Asia. This exhibition’s objective is to provide
information for pre-mothers and childing to mothers while supporting and
promoting the baby-related product industry. About 40% of the exhibitors are
from overseas. In 2018, more than 180 exhibitors with over 80,000 visitors
attended the show.
Exhibits: Antenatal related goods, Pre-mother
related goods, Pre-mother related services, Childbirth related goods, Baby
related service, Safety related goods, Baby related goods, Baby pre-education,
Internet Service, Intelligence development program.
Market information:
The baby supplies market includes baby food, diapers, cloth,
snacks, character toys and other products targeted for babies. In 2009 the market size was KRW 1.2 trillion which increased to KRW 2.4 trillion in 2015.
One reason for the industry growth is parents’ high expectations increasing
baby product spending. In 2009, the average cost per baby was KRW 2.7 million
and jumped up to KRW 5.48 million in 2015.
The Baby supplies industry has been growing even though the
decrease in birth rates. The Baby supplies were selected as one of the top
consumer products in 2016 by the Ministry of Trade, Industry and Energy. The
development caused interest to the industry which also results in complaints,
which for the baby products specified by safety and price issues.
Supplier's marketing methods, which educates consumers that
expensive is better, cause price increase. The clarity of distribution also
causes the price to increase. Consumer factors of premium baby product
development are created by fewer children per family, two-earning couples,
average increase income, higher marriage age and non-objective view. For
example, the primary aspect of choosing diapers was based on ‘recommendation of
a friend or family’ (49%) and ‘parenting blogs’ (24%).
Baby supplies were one of the top categories for direct oversea
purchase which 31.8% felt the price difference when the average was 27.7%.
However, from 2017 to 2018 stroller/car seat decreased by 37% while dippers 31%
and toys dropped 11% even though it was 8th in industries purchased.
Exhibition:
The baby carriages and the car seats drew most of the attention
with their large booth and number of employees explaining and supporting the
visitors. The trend was not only safe but also the convenience of the
product.
There were also numbers of consumables booths displaying healthy
snacks, diapers, clothes and supporting cloth for the pre-mothers. The
consumables were mostly focused on organic and safety, as they are products
that will actually be digested or touching the baby directly.
Lastly, as much as the Korean culture priorities education-related
booths also had parents in line to prepare their children’s future.
The overall exhibition seems to be successful, but we felt the
exhibition was focused on B2C rather than B2B. We believe, because of the fact
that it was a weekday with more consumer visitors and minimal buyers or others
searching for business. Events were provided for foreign companies to obtain
opportunities to meet companies and the other way around. The exhibition was
divided into a few different sectors, but the sectors did not have a
distinguishable difference to separate them.
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