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,童裝行(xing)業(ye)迎來了全新的發(fa)(fa)展階段。同(tong)時,隨著(zhu)消費者網購習(xi)慣不斷深(shen)化,童裝電商獲得了快速(su)成(cheng)長(chang)的空間,其規模將呈現(xian)爆發(fa)(fa)增長(chang)的態勢,傳統童裝行(xing)業(ye)受到(dao)劇烈沖擊,整體格(ge)局將在新的環境下被重新改寫。
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)市場(chang)占有率也不(bu)過是(shi)4%左右(you),其他的(de)(de)(de)國內童裝品(pin)(pin)牌(pai)(pai)(pai)(pai)均(jun)在1%左右(you),甚至市場(chang)占有率不(bu)超1%。由于還(huan)沒(mei)有形成完(wan)整的(de)(de)(de)競(jing)(jing)爭(zheng)(zheng)格局,眾多童裝品(pin)(pin)牌(pai)(pai)(pai)(pai)也加(jia)劇了行(xing)業內的(de)(de)(de)競(jing)(jing)爭(zheng)(zheng)情況,這也主要是(shi)由產(chan)(chan)品(pin)(pin)同質化(hua)導(dao)致的(de)(de)(de)比較(jiao)明顯的(de)(de)(de)特征。沒(mei)有具(ju)有品(pin)(pin)牌(pai)(pai)(pai)(pai)代表(biao)性(xing)(xing)和產(chan)(chan)品(pin)(pin)個性(xing)(xing)代表(biao)性(xing)(xing)的(de)(de)(de)產(chan)(chan)品(pin)(pin)出現,這個市場(chang)只會在廝殺(sha)中拼人(ren)力(li)(li)、物力(li)(li)、財力(li)(li)和反(fan)應速度。然而(er)這些惡心的(de)(de)(de)競(jing)(jing)爭(zheng)(zheng)只會更加(jia)加(jia)劇產(chan)(chan)業鏈供應鏈的(de)(de)(de)壓力(li)(li)和提高品(pin)(pin)牌(pai)(pai)(pai)(pai)溢價成本,喪(sang)失(shi)品(pin)(pin)牌(pai)(pai)(pai)(pai)獨特性(xing)(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(ning)、安踏(ta)、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(lian)(lian)網童裝品(pin)(pin)牌(pai)和傳統童裝品(pin)(pin)牌(pai)如今都看到了互聯(lian)(lian)網發展的(de)商(shang)機,紛(fen)紛(fen)擁抱電子(zi)商(shang)務(wu),原本成長與互聯(lian)(lian)網的(de)童裝品(pin)(pin)牌(pai)在這趨勢下也明顯(xian)的(de)感(gan)受掃傳統品(pin)(pin)牌(pai)上線(xian)后的(de)擠壓和競爭。
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) |
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0.48%(8家) |
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0.36%(6家) |
2021年網(wang)(wang)站數(shu)據庫共收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)1659家(jia)(jia)(jia),其(qi)中(zhong)小(xiao)品牌網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占(zhan)總(zong)比(bi)最多(duo)(duo),達到875家(jia)(jia)(jia),其(qi)次為(wei)品牌旗艦(jian)店(dian)(dian)(dian)(dian)(dian),收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)445家(jia)(jia)(jia),品牌特許店(dian)(dian)(dian)(dian)(dian)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)206家(jia)(jia)(jia),京(jing)(jing)東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)159家(jia)(jia)(jia),拼(pin)多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)110家(jia)(jia)(jia),京(jing)(jing)東自(zi)營店(dian)(dian)(dian)(dian)(dian)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)74家(jia)(jia)(jia),唯品會店(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)26家(jia)(jia)(jia),京(jing)(jing)東特許店(dian)(dian)(dian)(dian)(dian)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)20家(jia)(jia)(jia),蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)16家(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)8家(jia)(jia)(jia),品牌商城收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)(jia)(jia),蘇寧自(zi)營店(dian)(dian)(dian)(dian)(dian)收錄網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)4家(jia)(jia)(jia)。
小編(bian)認為(wei)(wei),目(mu)(mu)前(qian)的童(tong)裝電(dian)商(shang)(shang)模(mo)式(shi)(shi)主要分為(wei)(wei)三(san)種(zhong),一種(zhong)是綜合電(dian)商(shang)(shang)平臺中的嬰童(tong)頻(pin)道,如大型(xing)(xing)綜合商(shang)(shang)城母嬰類產(chan)品已成(cheng)為(wei)(wei)標配;一種(zhong)是垂直型(xing)(xing)電(dian)商(shang)(shang),以(yi)海淘特賣為(wei)(wei)吸(xi)引(yin)點,主要有(you)貝(bei)貝(bei)網、蜜芽網、寶(bao)貝(bei)格子等;還(huan)有(you)一種(zhong)是社(she)區(qu)型(xing)(xing)平臺中的導購(gou)和(he)電(dian)商(shang)(shang)板塊,如媽媽網、寶(bao)寶(bao)樹(shu)等。目(mu)(mu)前(qian)電(dian)商(shang)(shang)模(mo)式(shi)(shi)是主要童(tong)裝產(chan)業(ye)(ye)企(qi)業(ye)(ye)的變現(xian)模(mo)式(shi)(shi),盡管(guan)市場(chang)規模(mo)仍在增長,但從資(zi)本(ben)投向看(kan),除了(le)天使輪和(he)后期(qi)規模(mo)較大的明星項(xiang)目(mu)(mu)獲得資(zi)本(ben)青睞(lai)外,中間類電(dian)商(shang)(shang)項(xiang)目(mu)(mu)幾乎不受資(zi)本(ben)關注(zhu),可見目(mu)(mu)前(qian)嬰童(tong)電(dian)商(shang)(shang)正在逐步進(jin)入紅(hong)海。