嬰(ying)幼(you)(you)兒服(fu)(fu)(fu)裝是(shi)(shi)嬰(ying)童(tong)產業的重(zhong)要(yao)組成部分,相比其(qi)它(ta)嬰(ying)童(tong)品類,嬰(ying)幼(you)(you)兒服(fu)(fu)(fu)裝不論(lun)從(cong)其(qi)必要(yao)性或是(shi)(shi)消(xiao)耗數量上來講(jiang),都更有(you)(you)著絕對無可(ke)撼(han)動的重(zhong)要(yao)地(di)位,因(yin)此(ci),嬰(ying)幼(you)(you)兒服(fu)(fu)(fu)飾(shi)是(shi)(shi)母嬰(ying)渠(qu)道(dao)利潤貢獻度最高(gao)的品牌之一。人(ren)靠衣裝,現在的父母都希望讓孩(hai)子從(cong)著裝上更漂亮帥(shuai)氣,而且嬰(ying)幼(you)(you)兒身體成長發育較快,加(jia)上中(zhong)國處于溫(wen)帶地(di)區,四季明(ming)顯,溫(wen)差較大(da),因(yin)此(ci)服(fu)(fu)(fu)飾(shi)的更替頻率更是(shi)(shi)可(ke)想(xiang)而知,數量甚至(zhi)沒有(you)(you)上限,這充分顯示(shi)嬰(ying)幼(you)(you)兒服(fu)(fu)(fu)飾(shi)行業擁有(you)(you)堅實的發展基礎和無限的發展空間。
嬰童服裝行業市場發展現狀
自“單獨二孩”政(zheng)(zheng)策實(shi)施(shi)以(yi)來,各年(nian)齡(ling)段(duan)的(de)(de)服(fu)裝(zhuang)(zhuang)銷售增(zeng)速變化可以(yi)清楚體現出人口政(zheng)(zheng)策對童(tong)裝(zhuang)(zhuang)消費(fei)的(de)(de)影響(xiang)。根據智研咨詢統計的(de)(de)數(shu)據,人口政(zheng)(zheng)策首先引起我國新生兒(er)數(shu)量(liang)的(de)(de)加速上(shang)漲(zhang),由此導致童(tong)裝(zhuang)(zhuang)市場規(gui)模的(de)(de)擴張主要體現在嬰幼兒(er)服(fu)飾(shi)上(shang)。從2018年(nian)開始,嬰幼兒(er)服(fu)裝(zhuang)(zhuang)銷售規(gui)模迅速上(shang)漲(zhang),并且(qie)增(zeng)速保(bao)持在男、女大童(tong)裝(zhuang)(zhuang)的(de)(de)增(zeng)速之上(shang)。嬰幼兒(er)服(fu)飾(shi)率先享受政(zheng)(zheng)策紅利,預計從今(jin)年(nian)起,我國大童(tong)裝(zhuang)(zhuang)也逐步迎來加速增(zeng)長。
從價格維度來看,嬰童服裝可以劃分為奢侈品品牌、高端品牌、中高端品牌和低端品牌。奢侈嬰童服裝品(pin)牌(pai),如YoungVersace、ArmaniJuniors,單件T恤價格約為千元以上;高端品牌包括一些專業高端童裝品牌,如PawinPaw、Kingkow,以及成人裝的延伸品牌,如AdidasKids、jnbybyJNBY,單件T恤價格約為300元以上;中高端嬰童服裝品牌,如安奈兒、巴拉巴拉、小豬班納,以及成人裝的延伸品牌,如GapKids、ZaraKids,單件T恤價格約為100元以上;低端品牌則是指無知名度的嬰童服裝(zhuang)品牌,一般單件T恤價格在100元以下。總體來看,嬰童服(fu)裝高端市場主要由國際品牌主導,我國專業嬰童服裝品牌大多(duo)集中于中高端市場。
嬰幼(you)用品行業電商發展需求
嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)產(chan)品(pin)(pin)早已(yi)經不是網購(gou)的(de)新(xin)品(pin)(pin)類,近年來,各大電商在(zai)嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)深耕的(de)步(bu)伐開始不斷加快。京東商城與多家嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)知(zhi)名品(pin)(pin)牌達成(cheng)戰(zhan)略合作協議,商品(pin)(pin)涵蓋了嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)食品(pin)(pin)、嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)用(yong)(yong)品(pin)(pin)、童裝等(deng)嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)整個產(chan)品(pin)(pin)線。雖然(ran)京東、已(yi)經先手布局嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang),但蘇(su)寧(ning)易(yi)購(gou)也不甘落后(hou),蘇(su)寧(ning)以4.2億元(yuan)人民幣(bi)的(de)價(jia)格收購(gou)嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)垂直(zhi)類電商網站紅孩子(zi)(zi),紅孩子(zi)(zi)成(cheng)為蘇(su)寧(ning)易(yi)購(gou)嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)頻道(dao)。此(ci)外,國美在(zai)線嬰(ying)(ying)幼兒(er)(er)用(yong)(yong)品(pin)(pin)市場(chang)頻道(dao)也正式(shi)上線。
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28.85%(397家) |
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3.85%(53家) |
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8.65%(119家) |
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1.67%(23家) |
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0.22%(3家) |
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1.16%(16家) |
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62.35%(858家) |
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7.56%(104家) |
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0.65%(9家) |
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0.22%(3家) |
0.58%(8家) |
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0.44%(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)1376家(jia)(jia)(jia)(jia)(jia),其中小品(pin)牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)占總比最多,達到858家(jia)(jia)(jia)(jia)(jia),其次為(wei)(wei)(wei)品(pin)牌旗(qi)(qi)艦店(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)397家(jia)(jia)(jia)(jia)(jia),京(jing)(jing)(jing)東旗(qi)(qi)艦店(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)119家(jia)(jia)(jia)(jia)(jia),品(pin)牌特(te)許(xu)店(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)104家(jia)(jia)(jia)(jia)(jia),京(jing)(jing)(jing)東自營店(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)53家(jia)(jia)(jia)(jia)(jia),拼多多店(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)23家(jia)(jia)(jia)(jia)(jia),蘇寧旗(qi)(qi)艦店(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)16家(jia)(jia)(jia)(jia)(jia),京(jing)(jing)(jing)東特(te)許(xu)店(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)9家(jia)(jia)(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)8家(jia)(jia)(jia)(jia)(jia),品(pin)牌商城收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia)(jia)(jia)(jia)(jia),蘇寧自營店(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)3家(jia)(jia)(jia)(jia)(jia),唯(wei)品(pin)會店(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)3家(jia)(jia)(jia)(jia)(jia)。
小編認為,我國嬰幼兒服裝電商的滲透率仍然不高,行業仍處在跑馬圈地的發展階段。但隨著80、90后新生代父母群的到來,我國嬰幼兒服裝電商的滲透率將保持增長的趨勢。主要是因為80、90后新生代父母育兒方式向發達國家水平看齊,他們觀念開放、注重品牌、關注安全且有良好的網購習慣,在一定程度上為我國嬰幼兒服裝線上市場提供了巨大(da)的增長空(kong)間。