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)業迎來(lai)了全新(xin)的(de)發展階段(duan)。同時(shi)，隨著消費者網(wang)購(gou)習慣不斷深化，童裝電商獲(huo)得了快速(su)成長的(de)空(kong)間(jian)，其規模將呈現爆發增長的(de)態勢，傳統童裝行(xing)業受到劇烈沖(chong)擊，整體格局將在(zai)新(xin)的(de)環(huan)境下(xia)被重新(xin)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(chang)占有(you)(you)(you)率也不(bu)過是4%左右(you)，其他的(de)國內(nei)童裝(zhuang)品(pin)(pin)牌均在(zai)1%左右(you)，甚(shen)至市(shi)場(chang)占有(you)(you)(you)率不(bu)超1%。由(you)于還沒(mei)有(you)(you)(you)形成完整的(de)競爭格局，眾多童裝(zhuang)品(pin)(pin)牌也加(jia)劇了行業內(nei)的(de)競爭情(qing)況，這也主要是由(you)產品(pin)(pin)同(tong)質化導(dao)致的(de)比較明顯的(de)特征。沒(mei)有(you)(you)(you)具有(you)(you)(you)品(pin)(pin)牌代(dai)表性和(he)(he)產品(pin)(pin)個性代(dai)表性的(de)產品(pin)(pin)出現，這個市(shi)場(chang)只會在(zai)廝殺中(zhong)拼(pin)人力(li)、物力(li)、財(cai)力(li)和(he)(he)反應速度。然而這些惡心的(de)競爭只會更加(jia)加(jia)劇產業鏈供應鏈的(de)壓力(li)和(he)(he)提高品(pin)(pin)牌溢價成本，喪失品(pin)(pin)牌獨(du)特性。
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(li)寧(ning)、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(lian)網童裝(zhuang)品(pin)牌(pai)和(he)(he)傳(chuan)統童裝(zhuang)品(pin)牌(pai)如今都看到了互聯(lian)網發展的商機，紛紛擁抱電(dian)子(zi)商務，原本成長與互聯(lian)網的童裝(zhuang)品(pin)牌(pai)在(zai)這趨勢下也(ye)明顯的感受(shou)掃(sao)傳(chuan)統品(pin)牌(pai)上線(xian)后的擠壓(ya)和(he)(he)競爭。
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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)(wang)站數據庫共收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)1659家(jia)，其(qi)(qi)中小(xiao)品牌(pai)(pai)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最(zui)多(duo)，達到875家(jia)，其(qi)(qi)次為(wei)品牌(pai)(pai)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)445家(jia)，品牌(pai)(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)206家(jia)，京(jing)東(dong)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)159家(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)110家(jia)，京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)74家(jia)，唯品會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)26家(jia)，京(jing)東(dong)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)20家(jia)，蘇(su)寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)16家(jia)，企(qi)業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)8家(jia)，品牌(pai)(pai)商城收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)6家(jia)，蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)4家(jia)。
小編認為(wei)，目(mu)(mu)(mu)前的童(tong)裝(zhuang)電(dian)(dian)(dian)商(shang)(shang)模(mo)式主(zhu)要分為(wei)三種，一種是(shi)綜合(he)電(dian)(dian)(dian)商(shang)(shang)平(ping)臺中(zhong)的嬰童(tong)頻道，如大型綜合(he)商(shang)(shang)城母嬰類產(chan)品已成(cheng)為(wei)標(biao)配；一種是(shi)垂直(zhi)型電(dian)(dian)(dian)商(shang)(shang)，以海(hai)(hai)淘特賣為(wei)吸引點，主(zhu)要有貝(bei)(bei)貝(bei)(bei)網、蜜(mi)芽網、寶(bao)貝(bei)(bei)格子(zi)等；還有一種是(shi)社區型平(ping)臺中(zhong)的導(dao)購和電(dian)(dian)(dian)商(shang)(shang)板塊，如媽(ma)(ma)媽(ma)(ma)網、寶(bao)寶(bao)樹等。目(mu)(mu)(mu)前電(dian)(dian)(dian)商(shang)(shang)模(mo)式是(shi)主(zhu)要童(tong)裝(zhuang)產(chan)業(ye)企業(ye)的變現模(mo)式，盡管市場規(gui)模(mo)仍在增長，但從資本(ben)(ben)投向看，除了天(tian)使輪和后期規(gui)模(mo)較大的明星項目(mu)(mu)(mu)獲得資本(ben)(ben)青(qing)睞外(wai)，中(zhong)間類電(dian)(dian)(dian)商(shang)(shang)項目(mu)(mu)(mu)幾乎不受資本(ben)(ben)關注，可見目(mu)(mu)(mu)前嬰童(tong)電(dian)(dian)(dian)商(shang)(shang)正在逐(zhu)步(bu)進入紅海(hai)(hai)。
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
