嬰(ying)幼(you)(you)(you)兒(er)服裝(zhuang)是(shi)嬰(ying)童(tong)產(chan)業(ye)的(de)(de)(de)重(zhong)要組成(cheng)部分(fen),相比其(qi)(qi)它嬰(ying)童(tong)品(pin)類,嬰(ying)幼(you)(you)(you)兒(er)服裝(zhuang)不論從(cong)其(qi)(qi)必要性或(huo)是(shi)消耗數量上來講,都更有著(zhu)絕(jue)對無可撼動的(de)(de)(de)重(zhong)要地位,因(yin)(yin)此,嬰(ying)幼(you)(you)(you)兒(er)服飾(shi)是(shi)母(mu)嬰(ying)渠道利潤貢獻(xian)度最高的(de)(de)(de)品(pin)牌之(zhi)一。人靠衣裝(zhuang),現(xian)在的(de)(de)(de)父母(mu)都希(xi)望讓孩子從(cong)著(zhu)裝(zhuang)上更漂亮帥(shuai)氣,而且嬰(ying)幼(you)(you)(you)兒(er)身體(ti)成(cheng)長(chang)發育較(jiao)快,加上中國處于(yu)溫帶地區,四季明顯,溫差較(jiao)大,因(yin)(yin)此服飾(shi)的(de)(de)(de)更替頻率更是(shi)可想而知,數量甚至沒有上限(xian),這充分(fen)顯示嬰(ying)幼(you)(you)(you)兒(er)服飾(shi)行(xing)業(ye)擁有堅(jian)實的(de)(de)(de)發展(zhan)(zhan)基礎和無限(xian)的(de)(de)(de)發展(zhan)(zhan)空間。
嬰童服裝行業市場發展現狀
自“單獨二孩”政策實(shi)施以來(lai),各年齡段的(de)服裝(zhuang)(zhuang)(zhuang)銷售(shou)增(zeng)速(su)變化可以清楚體(ti)現(xian)出人口政策對童(tong)裝(zhuang)(zhuang)(zhuang)消(xiao)費的(de)影響(xiang)。根(gen)據智研咨(zi)詢統計的(de)數據,人口政策首先(xian)(xian)引起我(wo)國新(xin)生兒(er)數量的(de)加速(su)上漲(zhang),由此導致童(tong)裝(zhuang)(zhuang)(zhuang)市場規(gui)模的(de)擴張主要體(ti)現(xian)在嬰幼兒(er)服飾上。從(cong)(cong)2018年開始(shi),嬰幼兒(er)服裝(zhuang)(zhuang)(zhuang)銷售(shou)規(gui)模迅(xun)速(su)上漲(zhang),并且增(zeng)速(su)保(bao)持在男、女大童(tong)裝(zhuang)(zhuang)(zhuang)的(de)增(zeng)速(su)之上。嬰幼兒(er)服飾率先(xian)(xian)享受(shou)政策紅利,預(yu)計從(cong)(cong)今年起,我(wo)國大童(tong)裝(zhuang)(zhuang)(zhuang)也逐步迎(ying)來(lai)加速(su)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,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(ying)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品牌,一般單件T恤價格在100元以下。總體來看,嬰童(tong)服裝(zhuang)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集中于中高端(duan)市場(chang)。
嬰幼用品行業電商發展需求
嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)產(chan)品(pin)(pin)(pin)(pin)早已經不(bu)是網(wang)購的新(xin)品(pin)(pin)(pin)(pin)類,近年來(lai),各大電(dian)商在嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)深耕的步伐開始不(bu)斷加快。京東商城與多家嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)知(zhi)名品(pin)(pin)(pin)(pin)牌達(da)成(cheng)戰略(lve)合作協(xie)議,商品(pin)(pin)(pin)(pin)涵蓋了(le)嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)食品(pin)(pin)(pin)(pin)、嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)用(yong)(yong)品(pin)(pin)(pin)(pin)、童裝(zhuang)等嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)整個(ge)產(chan)品(pin)(pin)(pin)(pin)線(xian)(xian)。雖然京東、已經先手(shou)布局(ju)嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang),但蘇寧易(yi)購也不(bu)甘落后,蘇寧以4.2億元人民幣的價(jia)格收購嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)垂直類電(dian)商網(wang)站紅(hong)孩(hai)子,紅(hong)孩(hai)子成(cheng)為蘇寧易(yi)購嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)頻道(dao)。此外,國美在線(xian)(xian)嬰(ying)(ying)幼(you)(you)兒(er)用(yong)(yong)品(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)頻道(dao)也正(zheng)式上線(xian)(xian)。
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) |
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0.58%(8家) |
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0.44%(6家) |
2021年(nian)網(wang)(wang)(wang)(wang)(wang)站數據庫(ku)共收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)1376家(jia)(jia),其中小(xiao)品(pin)(pin)(pin)牌(pai)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總(zong)比最多,達到858家(jia)(jia),其次(ci)為(wei)(wei)品(pin)(pin)(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)397家(jia)(jia),京(jing)東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)119家(jia)(jia),品(pin)(pin)(pin)牌(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)104家(jia)(jia),京(jing)東(dong)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)53家(jia)(jia),拼多多店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)23家(jia)(jia),蘇寧旗艦店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)16家(jia)(jia),京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)9家(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)8家(jia)(jia),品(pin)(pin)(pin)牌(pai)商城收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)6家(jia)(jia),蘇寧自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)3家(jia)(jia),唯品(pin)(pin)(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)3家(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(gong)了巨大的增長空間(jian)。