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)(zhuang)行業迎來了(le)全新的(de)發展階段(duan)。同時(shi),隨著消(xiao)費(fei)者網購習慣不斷深(shen)化,童裝(zhuang)(zhuang)電(dian)商獲得(de)了(le)快速成長的(de)空間,其規模將呈現(xian)爆(bao)發增(zeng)長的(de)態(tai)勢,傳統(tong)童裝(zhuang)(zhuang)行業受到劇烈沖擊(ji),整體格局(ju)將在新的(de)環境下被(bei)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(ba)拉(la)(la)巴(ba)拉(la)(la)市(shi)場(chang)占有(you)(you)率(lv)也(ye)(ye)不(bu)過是(shi)(shi)4%左(zuo)(zuo)右(you),其他(ta)的(de)(de)國內(nei)(nei)童裝(zhuang)品(pin)牌(pai)(pai)均在(zai)1%左(zuo)(zuo)右(you),甚至市(shi)場(chang)占有(you)(you)率(lv)不(bu)超1%。由(you)于還沒(mei)(mei)有(you)(you)形成(cheng)完整的(de)(de)競爭格局(ju),眾多(duo)童裝(zhuang)品(pin)牌(pai)(pai)也(ye)(ye)加劇了行業內(nei)(nei)的(de)(de)競爭情(qing)況(kuang),這(zhe)也(ye)(ye)主要是(shi)(shi)由(you)產品(pin)同質化導致的(de)(de)比較明(ming)顯的(de)(de)特征。沒(mei)(mei)有(you)(you)具有(you)(you)品(pin)牌(pai)(pai)代表(biao)性(xing)和產品(pin)個性(xing)代表(biao)性(xing)的(de)(de)產品(pin)出現(xian),這(zhe)個市(shi)場(chang)只會(hui)在(zai)廝(si)殺中(zhong)拼人力(li)(li)、物力(li)(li)、財力(li)(li)和反(fan)應(ying)(ying)速度。然而這(zhe)些(xie)惡心的(de)(de)競爭只會(hui)更加加劇產業鏈供應(ying)(ying)鏈的(de)(de)壓力(li)(li)和提高品(pin)牌(pai)(pai)溢價成(cheng)本(ben),喪失品(pin)牌(pai)(pai)獨特性(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)網童裝品牌(pai)和傳統童裝品牌(pai)如今都看(kan)到了互(hu)聯(lian)網發(fa)展的(de)商(shang)機,紛紛擁抱電子商(shang)務(wu),原(yuan)本成長與互(hu)聯(lian)網的(de)童裝品牌(pai)在這趨勢下也明顯的(de)感受掃傳統品牌(pai)上線后(hou)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)(wang)(wang)(wang)站(zhan)數(shu)據庫共收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)1659家(jia),其(qi)中小品牌(pai)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)占總(zong)比最多,達到(dao)875家(jia),其(qi)次為(wei)(wei)(wei)品牌(pai)旗(qi)(qi)艦(jian)店(dian)(dian)(dian),收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)445家(jia),品牌(pai)特許(xu)店(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)206家(jia),京東(dong)旗(qi)(qi)艦(jian)店(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)159家(jia),拼多多店(dian)(dian)(dian)鋪收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)110家(jia),京東(dong)自(zi)營(ying)店(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)74家(jia),唯品會(hui)店(dian)(dian)(dian)鋪收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)26家(jia),京東(dong)特許(xu)店(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)20家(jia),蘇(su)寧旗(qi)(qi)艦(jian)店(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)16家(jia),企業(ye)店(dian)(dian)(dian)鋪收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)8家(jia),品牌(pai)商城收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia),蘇(su)寧自(zi)營(ying)店(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)4家(jia)。
小(xiao)編(bian)認為(wei),目(mu)前(qian)的童(tong)裝電(dian)(dian)商(shang)(shang)(shang)模式主要(yao)分為(wei)三種(zhong),一種(zhong)是綜合電(dian)(dian)商(shang)(shang)(shang)平臺中的嬰童(tong)頻道,如大(da)(da)型綜合商(shang)(shang)(shang)城母嬰類產品已成為(wei)標配;一種(zhong)是垂直型電(dian)(dian)商(shang)(shang)(shang),以海(hai)淘特賣為(wei)吸引點,主要(yao)有(you)貝貝網(wang)、蜜(mi)芽網(wang)、寶(bao)(bao)貝格子等;還有(you)一種(zhong)是社區型平臺中的導購(gou)和電(dian)(dian)商(shang)(shang)(shang)板塊(kuai),如媽(ma)媽(ma)網(wang)、寶(bao)(bao)寶(bao)(bao)樹等。目(mu)前(qian)電(dian)(dian)商(shang)(shang)(shang)模式是主要(yao)童(tong)裝產業(ye)企(qi)業(ye)的變現模式,盡管市場規模仍(reng)在(zai)增長,但從資(zi)本投向看,除了天使輪和后期規模較(jiao)大(da)(da)的明星項目(mu)獲得資(zi)本青睞外,中間類電(dian)(dian)商(shang)(shang)(shang)項目(mu)幾乎不受資(zi)本關注(zhu),可見(jian)目(mu)前(qian)嬰童(tong)電(dian)(dian)商(shang)(shang)(shang)正在(zai)逐步(bu)進入紅海(hai)。