The following article is from Magic Mirror Insights by author Magic Mirror Insights.

On social media platforms, the discussion about children’s cameras mainly focuses on users aged 21-35 in first-tier and new first-tier cities, with the user group becoming younger. The demographic has expanded from parents aged 25-35 to students and young people aged 18-25.

Overall Market Situation:

• In recent years, the children’s camera market has developed rapidly, with significant increases in both sales revenue and volume. In 2024, during the Moving Annual Total (MAT) period on mainstream e-commerce platforms, children’s camera sales reached 427 million yuan, a year-over-year increase of 110.5%. Tmall, Taobao, JD.com, and Douyin are among the primary sales channels. The most popular products in the market are those priced between 50-150 yuan, while high-priced cameras have a lower market share.

Consumer Portrait:

• Discussions about children’s cameras on social media platforms are concentrated amongst users aged 21-35 in first-tier and new first-tier cities, with an increasing proportion of male participants. There is also notable growth among users from second-tier, third-tier, and lower-tier cities, indicating a downward market trend.

• User groups are getting younger, expanding from parents aged 25-35 to students and young people aged 18-25. Children’s cameras, with their cute designs and multi-functionality, attract a large number of students and young people who often use them for creative shooting and documenting life. Features such as eye protection and anti-loss are highly valued, while durability and use as a child soothing device are particularly important among parent-child groups. Functions such as low-noise, supplemental lighting, and noise reduction attract young users. Cute, retro, and niche design styles are popular with most people, while sophisticated, girly, and romantic designs are more favored by the youth.

Product Feedback:

• Consumer focus on children’s cameras primarily centers around user experience, aesthetic design, convenience, and display/printing outcomes. Multi-functionality and product quality are also important considerations. In e-commerce reviews, consumers specifically mention high-definition shooting, recording, playing games, and listening to music among the diverse functionalities. Additionally, attractive packaging and cute designs are greatly cherished by both parents and children.

• Negative feedback mainly centers around issues such as low resolution, poor shooting experience, cameras being too small, and low price-performance ratio. 25% of negative feedback is due to low product resolution resulting in unclear photos; 9% of consumers perceive the shooting experience as poor, finding the product does not fulfill advertised effects or personal expectations; 9% of negative feedback concerns camera size or display screen being too small.

In recent years, the children’s camera market has shown a strong growth momentum, with sales and volumes achieving notable increases, becoming a highly focused emerging niche market.

According to the latest data from Mirror World AI, the sales of children’s cameras during the MAT period of 2024 amounted to 427 million yuan, marking a year-over-year increase of 110.5%. In this thriving market, platforms such as Tmall, Taobao, and Douyin hold a dominant position in online sales, becoming the preferred channels for consumers purchasing children’s cameras.

Faced with an increasingly competitive market, the industry of children’s cameras stands at a crucial point for innovative transformation. The future direction of product innovation to continuously meet the diversified needs of consumers and maintain a leading position in the market is an important issue that related brand manufacturers need to explore.

Mid-Low Priced Products are Popular, High Growth in Video Recording Features

China’s market for children’s cameras has seen steady growth in recent years. With the increased demand for children’s education and development, an increasing number of parents are willing to purchase professional cameras for their children. In the recent rolling year, the online market scale for children’s cameras has reached 427 million yuan.

Overall, the children’s cameras in the mid-low price range of 50-100 yuan and 100-150 yuan are the most popular, whereas the high-end segment of children’s cameras priced above 400 yuan always holds a market share less than 1%.

The sales share of mid-low priced products under 200 yuan shows an upward trend, reflecting a gradual increase in consumer demand for low-priced cameras, with more budget-conscious consumers opting for such products.

In the children’s camera market, consumer preferences for product features are clear. The printing function is particularly popular for its unique instant satisfaction, perfectly aligning with children’s desire for immediate sharing and recording, and becoming one of the key drivers of market growth. The report shows that in 2024, during the MAT period, the sales of children’s cameras with related functions online reached 276 million yuan, a year-over-year increase of 90.6%.
Moreover, children’s cameras equipped with dual-camera shooting and video recording functions have also gained broad market acceptance, especially the video recording feature, with related product sales increasing by 152.4% year-over-year in January-April 2024. This trend not only reflects consumers’ pursuit of multifunctionality but also indicates that children’s cameras are gradually transforming into higher-quality content creation tools.
Although the market demand for touch-screen cameras is somewhat milder compared to the aforementioned features, they still capture a certain market share, indicating that some consumers value the convenience and interactivity of operation, adding a diversified competitive landscape to the market.

Significant Growth in Young Consumer Groups, Preference for Multifunctionality and Design Elements

Along with the rising temperature of the children’s camera market is the heated discussion on social media.

Based on social media data, it’s found that the audience for children’s cameras is gradually breaking the boundaries of age and gender. The report shows that discussions about children’s cameras are primarily around the ages of 21 to 35, and highly concentrated among users in first-tier and new first-tier cities. Simultaneously, the market’s reach is extending to second-tier, third-tier, and lower-tier cities, exhibiting robust growth potential in lesser penetrated markets.

It’s noteworthy that the consumer demographic is becoming younger, shifting from an initial parent consumer group to include students and young individuals aged 18 to 25. These young consumers are deeply captivated by the adorable IP design and rich functionality of children’s cameras, regarding them as a creative “artifact” for shooting and life documentation.

Although the main target audience for children’s cameras is still focused on children, parents, and parental figures, its influence has discreetly extended to young groups like college and high school students. Photography and travel emerge as the two core scenarios for these consumers when using children’s cameras.

In terms of function demand, eye protection and anti-loss features are widely favored across all ages. For parent-child groups, durability and child-soothing functions are particularly important, reflecting the strict demands of parents on product durability and practicality. Simultaneously, the incorporation of low-noise, lighting supplements, and noise reduction functions further enhances the usage experience and shooting quality for the young user group, meeting their pursuit of high-quality imaging. In terms of design style, cute, retro, and niche design elements are broadly favored by consumers of all ages. At the same time, sophisticated, girly, and romantic design styles are particularly popular among young consumers, displaying their unique aesthetic preferences.

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