The desire to create something with their own hands sooner or later appears in all people. The biggest lovers of creativity are, of course, children. But adults in their thirst to build them are not inferior to them. Almost half of adult shoppers who shop in specialized departments of children's stores buy development kits not for their offspring, but for themselves.
In our society (especially among its female half), there is a high interest in everything related to manual work and needlework. Despite the ever-increasing demand, most Russian entrepreneurs are wary of this business area, not expecting significant profits and development opportunities from it. However, the experience of players already existing in this market successfully refutes such concerns.
Familiar to everyone since childhood, "semi-finished products" for the manufacture of soft toys and doll clothes — shreds of cheap fabric, braid and cotton for stuffing — became the prototype of modern creativity kits. In the mid-90s, these unpretentious homemade products were almost forgotten.
Interest in such kits resumed several years later, when the assortment of children's stores was replenished with imported goods for all types of needlework and creativity. Then the first Russian manufacturers began to appear, who tried to create something of their own on the basis of Western models.
The main problem was the lack of quality materials, interesting ideas and presentable packaging. But due to the low price of Russian counterparts and the simplicity of working with them, the products were unexpectedly in demand: parents willingly bought inexpensive sets for embroidery, making toys or drawing for their children.
Manufacturers who chose their own direction for work, were gradually able to expand the range and significantly improve the quality of the materials used. Many of them have acquired a whole staff of artists and designers, while others are actively attracting third-party designers to collaborate.
However, the domestic handicraft market is still far from oversaturation. This is due to the fact that its largest participants chose a certain specialization for themselves: cross-stitch for children and adults (Riolis, Golden Fleece, Panna, etc.), applique and other crafts for children (Fantazer ”, “ Lori ”), sets for girls (“ D&M ”), etc.
The average cost of a children's set for creativity in retail is low - from 150 to 350 rubles. A set for adult lovers of needlework will cost 500 p. and higher.
However, the choice of the latter is quite limited. As a rule, these are sets for embroidery, felting (felting from wool) or scrapbooking (making cards, creating photo albums).
The cost of the kit itself is several times less, since it contains only a set of necessary materials.
The main expenses of manufacturers of "creative" goods go to inventing and developing a finished product.
For example, the cost of embroidery kit (canvas, floss, needle, embroidery pattern and packaging) is about 100 p. Its retail price will be several times higher, which will make it possible to recoup the costs of developing a scheme for embroidery (the work of an artist, designer, embroiderers, sewing trial versions, a photographer) and packaging.
This also includes advertising costs.
On the one hand, a margin of 500-600% looks very attractive. But take into account the fact that circuits are widely spread over the Internet and a relatively large number of competitors in this segment (including the largest Western manufacturers).
Therefore, it is better to start with the production of less costly and simpler kits intended for children, not for adults. It can be sets for applications, sewing toys, making sand paintings, candles or, ideally, a new and original idea that has not yet been implemented by anyone else.
The sale of such products can be negotiated with children's goods stores, stationery stores, supermarkets. Also, kits for creativity may be of interest to kindergartens and schools (for example, for conducting labor lessons).
Large wholesale buyers should be sought at specialized exhibitions (Moscow “Needlework Formula”).
In addition to searching for an artist, suppliers of material, manufacturers of blanks, packaging, labels, instructions and packers, include in the expense item the production of a trial and first batch of goods and obtaining the necessary certificates.
Total, for the opening of its own production will need from 150-200 tons You should not expect that the costs will pay off sooner than in 1-2 years.
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