嬰(ying)(ying)幼(you)兒(er)服(fu)裝是(shi)(shi)嬰(ying)(ying)童(tong)產業的(de)(de)(de)重要組成部(bu)分,相(xiang)比(bi)其它(ta)嬰(ying)(ying)童(tong)品類(lei),嬰(ying)(ying)幼(you)兒(er)服(fu)裝不論從其必要性或是(shi)(shi)消(xiao)耗數量上(shang)來講(jiang),都更(geng)有著絕對無可(ke)撼動的(de)(de)(de)重要地位,因(yin)此(ci),嬰(ying)(ying)幼(you)兒(er)服(fu)飾是(shi)(shi)母(mu)(mu)嬰(ying)(ying)渠道利(li)潤貢獻度最高(gao)的(de)(de)(de)品牌之一。人靠衣裝,現在的(de)(de)(de)父母(mu)(mu)都希望(wang)讓孩子從著裝上(shang)更(geng)漂(piao)亮帥氣(qi),而(er)且嬰(ying)(ying)幼(you)兒(er)身(shen)體成長發(fa)育(yu)較(jiao)(jiao)快,加上(shang)中國處于溫帶地區,四季明顯(xian),溫差較(jiao)(jiao)大,因(yin)此(ci)服(fu)飾的(de)(de)(de)更(geng)替頻率更(geng)是(shi)(shi)可(ke)想(xiang)而(er)知,數量甚至沒有上(shang)限(xian),這充分顯(xian)示嬰(ying)(ying)幼(you)兒(er)服(fu)飾行業擁有堅(jian)實(shi)的(de)(de)(de)發(fa)展(zhan)基礎和無限(xian)的(de)(de)(de)發(fa)展(zhan)空間(jian)。
嬰童服裝行業市場發展現狀
自“單獨二孩”政(zheng)策實施以來(lai)(lai),各年(nian)(nian)齡段的(de)服裝(zhuang)銷售增速(su)(su)(su)(su)變(bian)化(hua)可(ke)以清楚體現出人口(kou)政(zheng)策對(dui)童裝(zhuang)消(xiao)費的(de)影響。根據智研(yan)咨詢統(tong)計(ji)的(de)數(shu)據,人口(kou)政(zheng)策首先引起我國新生兒數(shu)量的(de)加(jia)速(su)(su)(su)(su)上(shang)(shang)漲(zhang),由(you)此導(dao)致童裝(zhuang)市場規模(mo)的(de)擴張主要體現在(zai)嬰(ying)(ying)幼兒服飾(shi)上(shang)(shang)。從(cong)2018年(nian)(nian)開(kai)始(shi),嬰(ying)(ying)幼兒服裝(zhuang)銷售規模(mo)迅(xun)速(su)(su)(su)(su)上(shang)(shang)漲(zhang),并且增速(su)(su)(su)(su)保持在(zai)男、女大(da)童裝(zhuang)的(de)增速(su)(su)(su)(su)之上(shang)(shang)。嬰(ying)(ying)幼兒服飾(shi)率先享受政(zheng)策紅利,預計(ji)從(cong)今年(nian)(nian)起,我國大(da)童裝(zhuang)也逐步迎(ying)來(lai)(lai)加(jia)速(su)(su)(su)(su)增長。
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;中高端嬰童(tong)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(ying)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,我國專業嬰童服裝(zhuang)品牌(pai)大多(duo)集中于中高端市場。
嬰幼用品行業電商發展需求
嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)產品(pin)(pin)(pin)(pin)(pin)早已經不是網購(gou)的(de)新品(pin)(pin)(pin)(pin)(pin)類,近年(nian)來,各(ge)大電(dian)商(shang)在嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)深(shen)耕的(de)步(bu)伐開始(shi)不斷加快。京(jing)東商(shang)城與(yu)多家嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)知名品(pin)(pin)(pin)(pin)(pin)牌達成(cheng)戰略合作協議,商(shang)品(pin)(pin)(pin)(pin)(pin)涵蓋了嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)食品(pin)(pin)(pin)(pin)(pin)、嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)、童裝(zhuang)等嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)整個產品(pin)(pin)(pin)(pin)(pin)線。雖(sui)然京(jing)東、已經先手布局嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang),但蘇(su)寧易購(gou)也(ye)不甘落后,蘇(su)寧以(yi)4.2億元人民幣的(de)價(jia)格收購(gou)嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)垂直類電(dian)商(shang)網站紅孩子,紅孩子成(cheng)為(wei)蘇(su)寧易購(gou)嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)頻道。此外,國美在線嬰(ying)(ying)(ying)(ying)幼(you)(you)兒(er)(er)用(yong)(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)(chang)(chang)(chang)頻道也(ye)正(zheng)式上線。
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年網(wang)(wang)(wang)(wang)(wang)(wang)站(zhan)數據(ju)庫(ku)共收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)1376家(jia)(jia)(jia),其中小(xiao)品牌(pai)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總(zong)比(bi)最(zui)多(duo),達到(dao)858家(jia)(jia)(jia),其次(ci)為(wei)(wei)(wei)(wei)品牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)397家(jia)(jia)(jia),京(jing)東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)119家(jia)(jia)(jia),品牌(pai)特(te)許(xu)(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)104家(jia)(jia)(jia),京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)53家(jia)(jia)(jia),拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)23家(jia)(jia)(jia),蘇寧(ning)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)16家(jia)(jia)(jia),京(jing)東(dong)特(te)許(xu)(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)9家(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)(jia)(jia),品牌(pai)商城收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia)(jia),蘇寧(ning)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)3家(jia)(jia)(jia),唯品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)3家(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(fu)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(shang)市場(chang)提供(gong)了巨大的增長空間。