1. Introduction

Child safety watch is a kind of use of GPS positioning, call, SOS and other functions, to provide children with security and convenience of smart devices. With the development of society and the change of family, the market demand for children's safety watches is growing, especially in the first and second tier cities. Due to the busy work of parents and concerns about children's safety, children's safety watches have become a popular children's products.

The market potential of children's safety watches is huge, but it is also facing fierce competition and diversified needs of consumers. In order to gain an advantage in this market, children's safety watch companies need to have a deep understanding of consumer needs, preferences, purchasing behavior and influencing factors in order to provide consumers with products and services that better meet their expectations. Therefore, consumer research is an important part of the children's safety watch industry. It can help companies obtain valuable market information and provide data support and strategic recommendations for product design, pricing, channels, and promotion decisions.

However, consumer research is not a simple matter. It needs to choose appropriate methods and tools according to different purposes, objects, contents and conditions to ensure the effectiveness and efficiency of the research. The purpose of this paper is to explore the choice of consumer research methods in the children's safety watch industry, analyze the market situation, consumer demand, purchase behavior and influencing factors of children's safety watches, and compare the advantages and disadvantages of different research methods, such as questionnaires, in-depth interviews, focus groups, observation methods, etc. This paper also combines the specific cases of Shangpu consulting service customers to show how to use consumer research methods to provide effective data support and strategic suggestions for the product design, pricing, channels, and promotion of children's safety watches.

Market Status of Children's Safety Watches in 2.

The current market situation of children's safety watches can be analyzed from the following aspects:

(1) Market size and growth rate

The market size and growth rate of children's safety watches reflect the demand and potential of the market. In 2019, the market size of China's children's safety watches reached 8.25 billion yuan, and it is expected to reach 15 billion yuan by the end of 2024, with an average annual compound growth rate of 12.7. This shows that the market demand for children's safety watches is growing and the market potential is huge.

(2) Market competition and concentration

The market competition and concentration of children's safety watches reflect the structure and pattern of the market. As of December 2020, the number of children's safety watch companies in China reached 1020, of which more than 600 were established after 2018, indicating that the market for children's safety watches is highly competitive and new entrants are pouring in. At the same time, the top five companies in the market share of China's children's safety watches in 2019 are: Little Genius (23.4 percent), 360 Children's Defender (16.8 percent), Huawei (11.2 percent), Xiaomi (9.6 percent) and imoo(8.9 percent). The five companies together accounted for 69.9 percent of the market share, indicating that the market concentration of children's safety watches is relatively high and the head enterprises occupy the dominant position.

(3) Market segmentation and positioning

The market segmentation and positioning of children's safety watches reflects the diversity and differentiation of the market. According to the characteristics of children's age, gender, interest and learning stage, the market of children's safety watches can be divided into different market segments, such as the market of children aged 3- 6, the market of primary school students aged 6- 12, and the market of junior high school students aged 12- 15. Different market segments have different consumer needs and preferences. Therefore, children's safety watch companies need to choose appropriate market segmentation and positioning according to their own resources and capabilities, such as focusing on a certain age, a certain gender, A certain function, a certain style, a certain price, etc., in order to provide target consumers with more targeted and competitive products and services.

Consumer Demand for Children's Safety Watches in 3.

Consumer demand for children's safety watches refers to consumers' expectations and requirements for the functions, performance, quality, appearance, and price of children's safety watches. Consumer demand for children's safety watches can be analyzed from the following aspects:

(1) Basic needs

Basic demand refers to the most basic and core demand of consumers for children's safety watches, which is the basis for the existence and development of children's safety watches. Basic needs mainly include:

-Positioning function: Positioning function is the most basic and important function of child safety watches, and is the main motivation for consumers to buy child safety watches. The positioning function allows parents to understand the location of children in real time, discover and deal with dangerous situations in time, and ensure the safety of children. Consumer demand for positioning function mainly includes positioning accuracy, stability, real-time, diversity, etc., such as supporting a variety of positioning methods (GPS, WIFI, base station, etc.), supporting a variety of maps (Baidu, Gaud, Google, etc.), supporting a variety of modes (intelligent mode, power saving mode, emergency mode, etc.).

-Call function: Call function is another basic and important function of child safety watches, and it is the secondary motivation for consumers to buy child safety watches. The call function allows parents and children to communicate at any time, enhance parent-child relationship, and relieve children's loneliness and anxiety. Consumer demand for call functions mainly includes call clarity, fluency, security, convenience, etc., such as support for high-definition voice, video calls, voice messages, one-key dialing, white list settings, etc.

-SOS function: The SOS function is a feature and highlight of child safety watches, and is an additional motivation for consumers to purchase child safety watches. SOS function allows children to quickly ask for help in case of emergency, improving the efficiency of self-help and his rescue. Consumers' demand for SOS functions mainly includes SOS triggering methods, feedback methods, receivers, etc. For example, it supports triggering methods such as long press of keys, shaking of watches, voice wake-up, etc., supports feedback methods such as sending positioning, photographing, recording, making phone calls, etc., and supports setting up recipients such as parents, relatives and friends, teachers, police, etc.

(2) Additional requirements

Additional demand refers to the consumer's demand for children's safety watches in addition to the basic needs, which is the source of differentiation and innovation of children's safety watches. Additional requirements mainly include:

Learning function: Learning function is a value-added and enhanced function of children's safety watches, and it is a supplementary motivation for consumers to buy children's safety watches. Learning function allows children to play at the same time, learning knowledge, improve ability, cultivate interest. Consumers' demand for learning functions mainly includes learning content, form, effect, etc., such as supporting English, mathematics, science, art and other learning content, supporting games, animation, music, stories and other learning forms, supporting intelligent recommend, personalized customization, growth evaluation and other learning effects.

Entertainment function: The entertainment function is an attraction and retention function of the child safety watch, and it is the temptation motivation for consumers to buy the child safety watch. The entertainment function allows children to enjoy fun, release pressure, and satisfy curiosity under the premise of safety. Consumers' demand for entertainment functions mainly includes entertainment content, form and interaction, such as supporting various entertainment contents such as photographing, video recording, filters and expressions, supporting various entertainment forms such as music, video, radio and live broadcasting, and supporting various entertainment interactions such as friends, group chat, PK and reward.

Health function: Health function is a care and supervision function of children's safety watches, and it is the responsibility motivation of consumers to buy children's safety watches. Health function allows parents to understand the physical condition of children, prevent and treat diseases, and promote the healthy growth of children. Consumer demand for health functions mainly includes health indicators, reminders, suggestions, etc., such as supporting heart rate, blood pressure, blood oxygen, body temperature and other health indicators, supporting abnormal, too high, too low and other health reminders, supporting exercise, diet, sleep, medical and other health advice.

Consumer purchase behavior of children's safety watches in 4.

Consumer purchase behavior of children's safety watches refers to the cognitive, emotional, and behavioral behaviors of consumers in the process of purchasing children's safety watches. Consumer purchase behavior of children's safety watches can be analyzed from the following aspects:

(1) The purchase process

The purchase process refers to a series of stages from the generation of purchase demand to the completion of the purchase behavior. According to the classic purchase decision model, the purchase process can be divided into five stages, namely:

Demand identification: Demand identification means that consumers realize that they or their children have certain needs or problems that need to be solved or satisfied by purchasing child safety watches. There are two main sources of demand identification, one is internal stimulation, such as children's safety, learning, entertainment and other needs, and the other is external stimulation, such as media, advertising, word-of-mouth, social influence and so on.

-Purchase decision: Purchase decision refers to the consumer in the evaluation and selection of children's safety watches, began to decide whether, when, where, how to buy. There are two main factors influencing the purchase decision, one is personal factors, such as consumer motivation, attitude, personality, lifestyle, etc., and the other is environmental factors, such as society, culture, family, reference group, situation, etc.

-Purchase behavior: Purchase behavior refers to the actual purchase behavior of consumers after making a purchase decision, including the time, place, quantity, brand, model, etc. There are two main factors affecting purchase behavior, one is product factors, such as the function, performance, quality, appearance, price, etc. of children's safety watches, and the other is marketing factors, such as channels, promotions, services, and after-sales of children's safety watches.

(2) Type of purchase

Purchase type refers to the different purchase methods and modes used by consumers when purchasing child safety watches. According to the complexity and risk of the purchase, the purchase type can be divided into four types, namely:

(3) Purchase of roles

The purchase role refers to the different roles and responsibilities that consumers play when buying a child safety watch. According to the influence and participation of the purchase, the purchase role can be divided into five types, namely:

-Stimulator: Stimulator refers to the person or thing that triggers or stimulates the purchase demand when buying children's safety watches, such as children, parents, relatives and friends, advertising, word of mouth, etc.

-Information provider: Information provider refers to the person or thing that provides or transmits relevant information about the child safety watch when purchasing the child safety watch, such as the Internet, merchants, experts, friends, etc.

-Influential: Influential refers to the people or things that influence or change the purchase decision when buying children's safety watches, such as parents, relatives and friends, reference groups, society, culture, etc.

-Decision makers: Decision makers are the people or things, such as parents, children, families, situations, etc., that make a decision on whether, when, where, and how to purchase a child safety watch.

-Buyer: Buyer refers to the purchase of children's safety watches, the actual purchase behavior of people or things, such as parents, children, purchasing, delivery, etc.

Selection of Consumer Research Methods for 5. Children's Safety Watches

The choice of consumer research methods for children's safety watches refers to the selection of appropriate research methods and tools according to different research purposes, objects, contents and conditions to ensure the effectiveness and efficiency of the research. The choice of consumer research methods for children's safety watches can be analyzed from the following aspects:

(1) Research purpose

The purpose of research refers to the ultimate goal and significance of consumer research, which is the starting point and destination of research. Depending on the purpose of the survey, different research methods can be selected, such:

-Descriptive research: Descriptive research refers to the research that describes the current situation and characteristics of consumers by collecting and analyzing basic information about consumers, such as their characteristics, behaviors, attitudes, etc. The purpose of descriptive research is to understand the basic situation of consumers and provide reference for subsequent decision-making. The main methods of descriptive research are questionnaire survey, observation and so on.

-Exploratory research: Exploratory research refers to the collection and analysis of in-depth consumer information, such as consumer needs, motivations, feelings, etc., to explore the consumer's internal and potential research. The purpose of exploratory research is to discover new needs, new problems, and new opportunities of consumers, and to provide inspiration for subsequent innovations. The methods of exploratory research mainly include in-depth interviews, focus groups, etc.

-Causal research: Causal research refers to the collection and analysis of consumer causal relationship information, such as the impact of consumer behavior on children's safety watches, or the impact of the marketing of children's safety watches on consumer behavior, etc., to verify the consumer's causal hypothesis of research. The purpose of causal research is to determine the causal mechanism of consumers and provide a basis for subsequent optimization. The methods of causal investigation mainly include experimental method, regression analysis and so on.

(2) Research object

The research object refers to the main target group of consumer research, which is the object and scope of the research. According to the different objects of the research, different research methods can be selected, such:

Existing consumers: Existing consumers refer to consumers who have purchased and used child safety watches, and are important objects of research. The survey of existing consumers is mainly to understand their satisfaction, loyalty, transfer rate, etc., as well as their use of children's safety watches, use experience, use problems, etc., so as to improve their retention rate and re purchase rate. The research methods of existing consumers mainly include questionnaire survey, in-depth interview, observation and so on.

Potential consumers: potential consumers are consumers who are likely to buy and use children's safety watches, and are important objects of research. The main purpose of the research on potential consumers is to understand their awareness, intention, preference, etc., as well as their demand, motivation and feelings for children's safety watches, so as to improve their conversion rate and purchase rate. The main research methods for potential consumers are questionnaires, in-depth interviews, focus groups, etc.

Competitor's consumers: Competitor's consumers are consumers who buy and use competitors' child safety watches, and are important objects of research. The survey of competitors' consumers is mainly to understand their satisfaction, loyalty, conversion rate, etc., as well as their evaluation, advantages and disadvantages, suggestions, etc. of competitors' children's safety watches, so as to improve their competitiveness and attractiveness. The main research methods for competitors' consumers are questionnaires, in-depth interviews, and secret customers.

(3) Research content

Research content refers to the main concerns and problems of consumer research, and is the content and direction of research. According to the different contents of the research, different research methods can be selected, such:

Market size and growth rate: Market size and growth rate are indicators of market demand and potential for children's safety watches, and are important elements of research. The research on the market size and growth rate is mainly to understand the market capacity and market space of children's safety watches, and to provide a basis for subsequent market entry and market expansion. The research methods of market size and growth rate mainly include secondary data analysis and expert consultation.

Market competition and concentration: Market competition and concentration refers to the indicators of the market structure and pattern of children's safety watches, and is an important part of the research. The research on market competition and concentration is mainly to understand the market competitiveness and market advantages of children's safety watches, and to provide a basis for subsequent market positioning and market strategies. The research methods of market competition and concentration mainly include secondary data analysis, competitive intelligence analysis and so on.

Market segmentation and positioning: Market segmentation and positioning refers to the indicators of market diversification and differentiation of children's safety watches, and is an important part of the research. The research on market segmentation and positioning is mainly to understand the needs and preferences of the market segmentation of children's safety watches, as well as the characteristics and advantages of the market positioning of children's safety watches, and to provide a basis for subsequent product design and marketing mix. The research methods of market segmentation and positioning mainly include questionnaire survey, in-depth interview, cluster analysis and so on.

Consumer demand: Consumer demand refers to consumers' expectations and requirements for the function, performance, quality, appearance, price and other aspects of children's safety watches, which is an important part of the research. The research on consumer demand is mainly to understand the basic needs of consumers, additional needs, potential needs, etc., to provide a basis for subsequent product development and product improvement. The research methods of consumer demand mainly include questionnaire survey, in-depth interview, focus group, KANO model and so on.

Consumer purchase behavior: Consumer purchase behavior refers to the cognitive, emotional, and behavioral behaviors of consumers in the process of purchasing children's safety watches, which is an important part of the research. The research on consumer purchase behavior is mainly to understand the consumer's purchase process, purchase type, purchase role, etc., to provide a basis for subsequent marketing communication and marketing incentives. The research methods of consumer purchase behavior mainly include questionnaire survey, in-depth interview, observation method, experimental method and so on.

(4) Research conditions

Research conditions refer to the main restrictions and constraints of consumer research, and are the conditions and environment of research. According to the different conditions of the research, different research methods can be selected, such:

Time condition: Time condition refers to the available time and time requirement of consumer research, which is an important condition of research. According to the different conditions of time, different research methods can be selected. For example, when time is sufficient, in-depth interviews, focus groups, experimental methods and other time-consuming but effective research methods can be selected. For example, when time is short, questionnaire survey, observation method, secondary data analysis and other time-consuming but less effective research methods can be selected.

-Funding conditions: Funding conditions refer to the available funds and funding requirements for consumer research, which are important conditions for research. According to the different conditions of funds, different research methods can be selected. For example, in the case of sufficient funds, you can choose in-depth interviews, focus groups, experimental methods and other research methods with higher cost but better results. For example, in the case of tight funds, you can Choose research methods with lower cost but poor results such as questionnaire survey, observation method, and secondary data analysis.

-Manpower conditions: Manpower conditions refer to the available manpower and manpower requirements for consumer research, which are important conditions for research. According to the different conditions of manpower, different research methods can be selected. For example, in the case of sufficient manpower, in-depth interviews, focus groups, experimental methods and other research methods with more manpower but better results can be selected. For example, in the case of insufficient manpower, questionnaire survey, observation method, secondary data analysis and other research methods with less manpower but less effect can be selected.

-Technical conditions: Technical conditions refer to the available technologies and technical requirements for consumer research, which are important conditions for research. According to the different conditions of technology, you can choose different research methods. For example, in the case of advanced technology, you can choose in-depth interviews, focus groups, experimental methods and other research methods with higher technology but better results. For example, in the case of backward technology, you can Choose research methods with lower technology but poor results such as questionnaire survey, observation, and secondary data analysis.

Case Analysis of 6. Shangpu Consulting Service Customers

Shangpu Consulting is a professional consulting company in the children's safety watch industry, providing market research, product design, marketing strategy and other consulting services for children's safety watch companies. The following are some case studies of Shangpu consulting service customers, showing how Shangpu consulting uses consumer research methods to provide effective data support and strategic suggestions to customers.

(1) Case 1: Provide market research and market positioning consulting services for a new company entering the child safety watch market

-Customer background: The customer is a company specializing in the production of smart wearable devices. He has strong technical and brand advantages, but he has no experience and influence in the child safety watch market. He hopes to quickly enter and occupy the child safety watch market with the help of Shangpu Consulting.

-Research purpose: The purpose of the research is to understand the size, growth rate, competition and concentration, segmentation and positioning of the children's safety watch market, and to provide customers with appropriate market positioning and market strategy recommendations.

-Research methods: The methods of research mainly include secondary data analysis, questionnaire survey, in-depth interview, cluster analysis, etc., as follows:

Secondary data analysis: by collecting and analyzing the relevant reports, data and information of the children's safety watch industry, we can understand the scale, growth rate, competition and concentration of the children's safety watch market, and provide customers with the basic situation and trend of the market.

Questionnaire survey: Through the design and distribution of questionnaires for potential consumers, collect and analyze their awareness, intention, preference, etc. of children's safety watches, to provide customers with market needs and characteristics.

In-depth interviews: By inviting and interviewing some existing consumers of children's safety watches and consumers of competitors, collect and analyze their satisfaction, loyalty, transfer rate, evaluation, advantages and disadvantages, suggestions, etc., to provide customers with market advantages and disadvantages.

Cluster analysis: By using the method of cluster analysis, potential consumers are divided into different market segments according to their needs, preferences, behavior and other characteristics, so as to provide customers with market diversification and differentiation.

-Research results: The research results mainly include the following points:

The scale and growth rate of the children's safety watch market are high, and the market potential is huge, but it is also facing fierce competition and diversified needs of consumers.

The competition and concentration of the children's safety watch market are high, and the head companies occupy a dominant position, but there are also some gaps and opportunities in the market segment.

Child safety watch market segmentation and positioning are more complex, different market segments have different consumer needs and preferences, need according to their own resources and capabilities, choose the right market segmentation and positioning.

-Advisory recommendations: Based on the results of the survey, Champ Consulting provides the following advisory recommendations to its clients:

Customers should choose a market segment with demand, potential, differences and advantages as their target market, such as the market for primary school students aged 6- 12 and the market for junior high school students aged 12- 15.

Customers should make use of their own technology and brand advantages to provide a functional, performance, quality, appearance and price for the target market, such as supporting a variety of positioning methods, communication methods, SOS methods, learning methods, entertainment methods, health methods, etc.

Customers should adopt a marketing mix with channels, promotions, services and after-sales to provide a convenient, stimulating, caring and secure purchase experience for the target market, such as supporting online and offline, multi-platform, multi-form and multi-way sales and promotion, and supporting professional, intimate, timely and comprehensive service and after-sales.