嬰(ying)(ying)幼兒服(fu)(fu)裝(zhuang)(zhuang)(zhuang)是(shi)嬰(ying)(ying)童產業的(de)重(zhong)要(yao)組成(cheng)(cheng)部分(fen),相比其它嬰(ying)(ying)童品(pin)類,嬰(ying)(ying)幼兒服(fu)(fu)裝(zhuang)(zhuang)(zhuang)不論(lun)從(cong)其必要(yao)性或是(shi)消耗數量上(shang)來(lai)講,都更有著絕對無(wu)可撼(han)動的(de)重(zhong)要(yao)地位,因此,嬰(ying)(ying)幼兒服(fu)(fu)飾是(shi)母(mu)嬰(ying)(ying)渠道利潤貢獻(xian)度最高的(de)品(pin)牌之一。人靠(kao)衣(yi)裝(zhuang)(zhuang)(zhuang),現在的(de)父母(mu)都希望(wang)讓孩子從(cong)著裝(zhuang)(zhuang)(zhuang)上(shang)更漂亮帥氣,而(er)且嬰(ying)(ying)幼兒身體(ti)成(cheng)(cheng)長(chang)發(fa)育(yu)較快,加(jia)上(shang)中(zhong)國(guo)處于溫帶地區(qu),四季明顯,溫差較大,因此服(fu)(fu)飾的(de)更替頻率更是(shi)可想而(er)知,數量甚至沒有上(shang)限(xian),這(zhe)充分(fen)顯示嬰(ying)(ying)幼兒服(fu)(fu)飾行業擁有堅實的(de)發(fa)展(zhan)基礎(chu)和無(wu)限(xian)的(de)發(fa)展(zhan)空間。
嬰童服裝行業市場發展現狀
自“單獨二孩”政(zheng)策(ce)實施以(yi)來,各(ge)年(nian)齡段的(de)(de)(de)服(fu)裝(zhuang)(zhuang)銷售增(zeng)(zeng)速(su)(su)(su)變(bian)化可(ke)以(yi)清楚體現(xian)出人口政(zheng)策(ce)對童(tong)(tong)裝(zhuang)(zhuang)消費的(de)(de)(de)影響(xiang)。根(gen)據智研(yan)咨詢統計的(de)(de)(de)數據,人口政(zheng)策(ce)首先引起我國新生兒(er)數量的(de)(de)(de)加(jia)速(su)(su)(su)上(shang)漲,由此導致童(tong)(tong)裝(zhuang)(zhuang)市場規模的(de)(de)(de)擴張(zhang)主要體現(xian)在嬰(ying)幼(you)兒(er)服(fu)飾上(shang)。從(cong)2018年(nian)開始,嬰(ying)幼(you)兒(er)服(fu)裝(zhuang)(zhuang)銷售規模迅速(su)(su)(su)上(shang)漲,并且增(zeng)(zeng)速(su)(su)(su)保持在男、女大(da)童(tong)(tong)裝(zhuang)(zhuang)的(de)(de)(de)增(zeng)(zeng)速(su)(su)(su)之(zhi)上(shang)。嬰(ying)幼(you)兒(er)服(fu)飾率先享受政(zheng)策(ce)紅利,預計從(cong)今年(nian)起,我國大(da)童(tong)(tong)裝(zhuang)(zhuang)也逐步迎來加(jia)速(su)(su)(su)增(zeng)(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(tong)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(zhuang)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,嬰童服裝高端市場主要由國際品牌主導,我國專業嬰童(tong)服裝品牌大(da)多集中于中高端市場。
嬰幼(you)用(yong)品行業電商發展需求
嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)產品(pin)(pin)(pin)(pin)(pin)(pin)早已(yi)經不是網購(gou)的(de)新品(pin)(pin)(pin)(pin)(pin)(pin)類,近年來,各大電商(shang)在嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)深耕(geng)的(de)步(bu)伐開(kai)始不斷加快。京東(dong)商(shang)城與(yu)多家嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)知(zhi)名(ming)品(pin)(pin)(pin)(pin)(pin)(pin)牌達成戰略(lve)合(he)作協議(yi),商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)涵蓋了嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)食品(pin)(pin)(pin)(pin)(pin)(pin)、嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)、童(tong)裝等嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)整個產品(pin)(pin)(pin)(pin)(pin)(pin)線(xian)。雖然京東(dong)、已(yi)經先(xian)手(shou)布局(ju)嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang),但蘇(su)寧(ning)易購(gou)也(ye)不甘(gan)落后(hou),蘇(su)寧(ning)以(yi)4.2億元人(ren)民幣的(de)價格收購(gou)嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)垂直(zhi)類電商(shang)網站(zhan)紅孩子,紅孩子成為蘇(su)寧(ning)易購(gou)嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)頻道(dao)。此(ci)外,國美(mei)在線(xian)嬰(ying)(ying)幼(you)(you)兒(er)(er)(er)用(yong)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)頻道(dao)也(ye)正(zheng)式(shi)上線(xian)。
![]() |
28.85%(397家) |
![]() |
3.85%(53家) |
![]() |
8.65%(119家) |
![]() |
1.67%(23家) |
![]() |
0.22%(3家) |
![]() |
1.16%(16家) |
![]() |
62.35%(858家) |
![]() |
7.56%(104家) |
![]() |
0.65%(9家) |
![]() |
0.22%(3家) |
0.58%(8家) |
|
![]() |
0.44%(6家) |
2021年(nian)網(wang)(wang)(wang)站數據庫共(gong)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)1376家(jia)(jia),其中(zhong)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(duo),達到858家(jia)(jia),其次為(wei)(wei)(wei)(wei)品(pin)牌旗艦(jian)店(dian)(dian)(dian)(dian),收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)397家(jia)(jia),京(jing)東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)119家(jia)(jia),品(pin)牌特許(xu)店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)104家(jia)(jia),京(jing)東(dong)自(zi)營店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)53家(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)23家(jia)(jia),蘇(su)寧旗艦(jian)店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)16家(jia)(jia),京(jing)東(dong)特許(xu)店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)9家(jia)(jia),企業店(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)(jia),品(pin)牌商城(cheng)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia),蘇(su)寧自(zi)營店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)3家(jia)(jia),唯(wei)品(pin)會(hui)店(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(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(fu)裝線上市場提(ti)供了巨大的增(zeng)長空間(jian)。