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，童裝(zhuang)行業迎來了全新的發(fa)展階段。同時，隨著消費者網(wang)購習慣不斷深(shen)化，童裝(zhuang)電商(shang)獲(huo)得(de)了快速成長(chang)的空(kong)間，其規模將(jiang)呈現(xian)爆發(fa)增長(chang)的態勢，傳統童裝(zhuang)行業受到劇烈沖(chong)擊，整體(ti)格局將(jiang)在新的環(huan)境下被重新改(gai)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巴拉市(shi)場占有(you)(you)(you)率也不(bu)過(guo)是4%左右，其他(ta)的(de)國內童裝品(pin)(pin)(pin)(pin)牌(pai)均在(zai)1%左右，甚至市(shi)場占有(you)(you)(you)率不(bu)超1%。由于還沒(mei)有(you)(you)(you)形成(cheng)完整的(de)競爭格(ge)局，眾多(duo)童裝品(pin)(pin)(pin)(pin)牌(pai)也加劇了(le)行業內的(de)競爭情況，這也主要是由產品(pin)(pin)(pin)(pin)同質化導(dao)致的(de)比(bi)較明顯的(de)特(te)征。沒(mei)有(you)(you)(you)具有(you)(you)(you)品(pin)(pin)(pin)(pin)牌(pai)代表性(xing)和(he)產品(pin)(pin)(pin)(pin)個性(xing)代表性(xing)的(de)產品(pin)(pin)(pin)(pin)出現，這個市(shi)場只會在(zai)廝殺中(zhong)拼人力(li)、物(wu)力(li)、財力(li)和(he)反(fan)應速度(du)。然而(er)這些惡心的(de)競爭只會更加加劇產業鏈(lian)供應鏈(lian)的(de)壓力(li)和(he)提高品(pin)(pin)(pin)(pin)牌(pai)溢(yi)價成(cheng)本，喪失品(pin)(pin)(pin)(pin)牌(pai)獨特(te)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(an)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(hu)聯(lian)網童(tong)(tong)裝(zhuang)品牌和傳(chuan)統童(tong)(tong)裝(zhuang)品牌如今(jin)都看到了(le)互(hu)聯(lian)網發展的商機(ji)，紛紛擁抱(bao)電子商務，原(yuan)本成長與互(hu)聯(lian)網的童(tong)(tong)裝(zhuang)品牌在這趨勢下(xia)也明(ming)顯的感受(shou)掃傳(chuan)統品牌上線(xian)后的擠(ji)壓(ya)和競(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年網(wang)(wang)站(zhan)數據庫共收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)1659家(jia)(jia)，其(qi)中小品牌(pai)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多，達到(dao)875家(jia)(jia)，其(qi)次為(wei)(wei)品牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)445家(jia)(jia)，品牌(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)206家(jia)(jia)，京(jing)東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)159家(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)110家(jia)(jia)，京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)74家(jia)(jia)，唯(wei)品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)26家(jia)(jia)，京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)20家(jia)(jia)，蘇(su)寧旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)16家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)8家(jia)(jia)，品牌(pai)商(shang)城收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)6家(jia)(jia)，蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)4家(jia)(jia)。
小編認為(wei)，目(mu)前的童(tong)裝(zhuang)電(dian)商(shang)模式(shi)主(zhu)要分為(wei)三(san)種，一(yi)種是(shi)綜(zong)合(he)電(dian)商(shang)平臺中(zhong)的嬰(ying)童(tong)頻道，如大(da)型(xing)綜(zong)合(he)商(shang)城母(mu)嬰(ying)類產品已成為(wei)標(biao)配；一(yi)種是(shi)垂直(zhi)型(xing)電(dian)商(shang)，以海淘特賣為(wei)吸引點，主(zhu)要有貝(bei)貝(bei)網、蜜芽網、寶(bao)貝(bei)格子等(deng)；還有一(yi)種是(shi)社(she)區型(xing)平臺中(zhong)的導購和(he)電(dian)商(shang)板(ban)塊，如媽媽網、寶(bao)寶(bao)樹(shu)等(deng)。目(mu)前電(dian)商(shang)模式(shi)是(shi)主(zhu)要童(tong)裝(zhuang)產業企(qi)業的變(bian)現模式(shi)，盡(jin)管(guan)市場(chang)規模仍在增長(chang)，但從(cong)資本(ben)投向看(kan)，除了天(tian)使輪和(he)后(hou)期規模較大(da)的明星項(xiang)目(mu)獲得資本(ben)青睞外(wai)，中(zhong)間類電(dian)商(shang)項(xiang)目(mu)幾乎不受資本(ben)關注，可(ke)見目(mu)前嬰(ying)童(tong)電(dian)商(shang)正在逐步(bu)進(jin)入紅海。
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
