所有人都說二胎政策帶動了兒童產業，童裝這片海正從藍變為紅，市場競爭也更加激烈。現狀是我國新生兒數量呈現增長趨勢，童(tong)(tong)裝(zhuang)行業迎來了全新的發展階段。同時，隨著消費者網購習慣不斷深(shen)化，童(tong)(tong)裝(zhuang)電商(shang)獲得了快速成(cheng)長的空間，其規模將(jiang)呈(cheng)現爆發增長的態勢，傳(chuan)統童(tong)(tong)裝(zhuang)行業受到劇烈沖擊，整體(ti)格局將(jiang)在新的環(huan)境下被重新改寫。
童裝行業發展現狀
童裝市場規模2019年將突破3000億，近幾年全球各行各業經濟疲軟，尤其是在成人服裝市場增長放緩，男女裝市場趨于飽和的背景下，童裝市場的快速增長顯得尤為亮眼，已成為服裝行業發展的一個新興增長領域。然而童裝行業本身，到國內國外的市場都面臨了極大挑戰，傳統童裝市場競爭激烈：成人服裝品牌紛紛涉足童裝；外國童裝品牌開始進駐國內(品牌授權)；傳統本土品牌開始打概念牌(童話、動漫“會說話的童裝”)。
童裝市場中，目前品牌排名第一的企業巴拉(la)巴拉(la)市(shi)場占有(you)率也(ye)不過(guo)是4%左右(you)，其(qi)他的(de)國內(nei)童裝品(pin)(pin)(pin)(pin)牌(pai)均在1%左右(you)，甚(shen)至市(shi)場占有(you)率不超(chao)1%。由(you)于還沒(mei)有(you)形成(cheng)完整的(de)競(jing)爭(zheng)(zheng)格局，眾(zhong)多(duo)童裝品(pin)(pin)(pin)(pin)牌(pai)也(ye)加劇(ju)了行業內(nei)的(de)競(jing)爭(zheng)(zheng)情況，這(zhe)也(ye)主要是由(you)產(chan)(chan)品(pin)(pin)(pin)(pin)同質化導致(zhi)的(de)比較(jiao)明(ming)顯的(de)特征。沒(mei)有(you)具有(you)品(pin)(pin)(pin)(pin)牌(pai)代表性(xing)和產(chan)(chan)品(pin)(pin)(pin)(pin)個(ge)性(xing)代表性(xing)的(de)產(chan)(chan)品(pin)(pin)(pin)(pin)出現，這(zhe)個(ge)市(shi)場只會在廝殺中拼人力、物力、財(cai)力和反應(ying)速度(du)。然而這(zhe)些惡心的(de)競(jing)爭(zheng)(zheng)只會更加加劇(ju)產(chan)(chan)業鏈(lian)供應(ying)鏈(lian)的(de)壓力和提(ti)高品(pin)(pin)(pin)(pin)牌(pai)溢價成(cheng)本，喪失(shi)品(pin)(pin)(pin)(pin)牌(pai)獨(du)特性(xing)。
中國的童裝市場于全球而言都是很誘人的一塊大蛋糕。國際品牌Gucci、Fendi、Lanvin、Stella McCartney和 Oscar de la Renta等都紛紛拓展開童裝產品線，休閑服飾李寧、安踏、361度等體育品牌開設童裝電商，快時尚ZARA、gap、h&m也在電商中增設童裝銷售區域。互聯網童裝品(pin)(pin)牌(pai)(pai)和(he)傳統童裝品(pin)(pin)牌(pai)(pai)如今都看到了互聯網發展(zhan)的商(shang)機，紛紛擁抱電子商(shang)務，原本成長與互聯網的童裝品(pin)(pin)牌(pai)(pai)在這趨勢下(xia)也明顯的感受掃傳統品(pin)(pin)牌(pai)(pai)上線后的擠(ji)壓和(he)競(jing)爭。
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26.82%（445家） |
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4.46%（74家） |
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9.58%（159家） |
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6.63%（110家） |
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0.24%（4家） |
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0.96%（16家） |
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52.74%（875家） |
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12.42%（206家） |
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1.21%（20家） |
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1.57%（26家） |
0.48%（8家） |
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0.36%（6家） |
2021年(nian)網(wang)(wang)站數據庫共收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)1659家(jia)(jia)(jia)，其中小品(pin)牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比(bi)最多，達(da)到875家(jia)(jia)(jia)，其次(ci)為(wei)(wei)(wei)(wei)品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)445家(jia)(jia)(jia)，品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)206家(jia)(jia)(jia)，京東旗艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)159家(jia)(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)110家(jia)(jia)(jia)，京東自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)74家(jia)(jia)(jia)，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)26家(jia)(jia)(jia)，京東特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)20家(jia)(jia)(jia)，蘇(su)寧(ning)旗艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)16家(jia)(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)(jia)(jia)，品(pin)牌(pai)商城(cheng)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia)(jia)，蘇(su)寧(ning)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)4家(jia)(jia)(jia)。
小(xiao)編(bian)認為(wei)，目(mu)(mu)前的(de)童(tong)裝電(dian)商(shang)(shang)(shang)模(mo)(mo)式(shi)主(zhu)(zhu)要(yao)(yao)分為(wei)三(san)種，一(yi)種是(shi)綜合(he)電(dian)商(shang)(shang)(shang)平臺中的(de)嬰(ying)童(tong)頻(pin)道，如(ru)大型(xing)綜合(he)商(shang)(shang)(shang)城母嬰(ying)類產(chan)品已成為(wei)標配；一(yi)種是(shi)垂(chui)直(zhi)型(xing)電(dian)商(shang)(shang)(shang)，以(yi)海淘特賣為(wei)吸引點(dian)，主(zhu)(zhu)要(yao)(yao)有貝(bei)貝(bei)網(wang)、蜜芽網(wang)、寶貝(bei)格(ge)子(zi)等(deng)；還有一(yi)種是(shi)社區型(xing)平臺中的(de)導購和電(dian)商(shang)(shang)(shang)板塊，如(ru)媽(ma)媽(ma)網(wang)、寶寶樹等(deng)。目(mu)(mu)前電(dian)商(shang)(shang)(shang)模(mo)(mo)式(shi)是(shi)主(zhu)(zhu)要(yao)(yao)童(tong)裝產(chan)業企業的(de)變(bian)現模(mo)(mo)式(shi)，盡管市(shi)場規(gui)模(mo)(mo)仍在增長，但從資本(ben)投向看，除了天使(shi)輪(lun)和后期規(gui)模(mo)(mo)較大的(de)明星(xing)項(xiang)目(mu)(mu)獲得資本(ben)青(qing)睞(lai)外，中間類電(dian)商(shang)(shang)(shang)項(xiang)目(mu)(mu)幾(ji)乎不受資本(ben)關注，可見目(mu)(mu)前嬰(ying)童(tong)電(dian)商(shang)(shang)(shang)正在逐步進入紅(hong)海。
巴拉巴拉
安奈兒
小豬班納
太平鳥
安踏兒童
gxg.kids
馬騎頓
巴布豆
蓋璞
笛莎
