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)行業(ye)迎來了(le)全新(xin)的(de)發展階段(duan)。同時，隨(sui)著消費者網購習慣(guan)不斷(duan)深(shen)化，童裝(zhuang)電商獲得了(le)快速成長的(de)空(kong)間，其規模將(jiang)呈(cheng)現爆發增長的(de)態勢，傳統童裝(zhuang)行業(ye)受到劇烈沖擊，整體格局將(jiang)在(zai)新(xin)的(de)環(huan)境下被重(zhong)新(xin)改寫。
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)(ba)拉巴(ba)(ba)拉市場(chang)占有(you)率也(ye)不過是(shi)4%左右，其他的(de)國(guo)內(nei)童(tong)裝品(pin)(pin)(pin)(pin)牌(pai)均在1%左右，甚至市場(chang)占有(you)率不超1%。由于還(huan)沒有(you)形成完整的(de)競(jing)(jing)爭(zheng)格局(ju)，眾多童(tong)裝品(pin)(pin)(pin)(pin)牌(pai)也(ye)加(jia)劇了行業(ye)內(nei)的(de)競(jing)(jing)爭(zheng)情況，這也(ye)主(zhu)要是(shi)由產品(pin)(pin)(pin)(pin)同質化導(dao)致的(de)比較明顯的(de)特征。沒有(you)具有(you)品(pin)(pin)(pin)(pin)牌(pai)代表(biao)性(xing)和(he)產品(pin)(pin)(pin)(pin)個(ge)性(xing)代表(biao)性(xing)的(de)產品(pin)(pin)(pin)(pin)出現(xian)，這個(ge)市場(chang)只(zhi)會(hui)在廝(si)殺(sha)中拼人力、物力、財力和(he)反應速度。然而(er)這些惡心的(de)競(jing)(jing)爭(zheng)只(zhi)會(hui)更加(jia)加(jia)劇產業(ye)鏈供(gong)應鏈的(de)壓力和(he)提高品(pin)(pin)(pin)(pin)牌(pai)溢價成本，喪失(shi)品(pin)(pin)(pin)(pin)牌(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(li)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。互聯(lian)網童(tong)裝品(pin)牌(pai)和(he)(he)傳統童(tong)裝品(pin)牌(pai)如(ru)今都看(kan)到了(le)互聯(lian)網發展的商機，紛紛擁抱電(dian)子(zi)商務(wu)，原本成長與互聯(lian)網的童(tong)裝品(pin)牌(pai)在這趨(qu)勢下也(ye)明顯的感(gan)受掃傳統品(pin)牌(pai)上線后的擠(ji)壓和(he)(he)競爭(zheng)。
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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） |
0.48%（8家） |
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0.36%（6家） |
2021年網(wang)(wang)(wang)(wang)站數據庫(ku)共收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)1659家(jia)(jia)，其(qi)中小品(pin)牌(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多，達到875家(jia)(jia)，其(qi)次(ci)為(wei)(wei)(wei)(wei)(wei)(wei)品(pin)牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)，收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)445家(jia)(jia)，品(pin)牌(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)206家(jia)(jia)，京東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)159家(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)110家(jia)(jia)，京東自營店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)74家(jia)(jia)，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)26家(jia)(jia)，京東特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)20家(jia)(jia)，蘇(su)寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)16家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)8家(jia)(jia)，品(pin)牌(pai)商城收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)6家(jia)(jia)，蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)4家(jia)(jia)。
小編認為，目(mu)前(qian)的(de)(de)(de)童(tong)裝(zhuang)電(dian)(dian)商(shang)模(mo)(mo)(mo)式(shi)(shi)主(zhu)要(yao)分(fen)為三種(zhong)，一種(zhong)是綜(zong)合電(dian)(dian)商(shang)平臺中的(de)(de)(de)嬰(ying)童(tong)頻道，如大型(xing)綜(zong)合商(shang)城母嬰(ying)類產品已成為標配(pei)；一種(zhong)是垂(chui)直(zhi)型(xing)電(dian)(dian)商(shang)，以(yi)海淘(tao)特賣為吸引(yin)點，主(zhu)要(yao)有(you)貝貝網(wang)(wang)、蜜芽網(wang)(wang)、寶(bao)(bao)貝格(ge)子等(deng)；還有(you)一種(zhong)是社(she)區型(xing)平臺中的(de)(de)(de)導購(gou)和電(dian)(dian)商(shang)板塊，如媽(ma)媽(ma)網(wang)(wang)、寶(bao)(bao)寶(bao)(bao)樹(shu)等(deng)。目(mu)前(qian)電(dian)(dian)商(shang)模(mo)(mo)(mo)式(shi)(shi)是主(zhu)要(yao)童(tong)裝(zhuang)產業企(qi)業的(de)(de)(de)變現模(mo)(mo)(mo)式(shi)(shi)，盡管市場規(gui)(gui)模(mo)(mo)(mo)仍在(zai)增(zeng)長，但(dan)從資本(ben)投向看，除了天使輪和后期規(gui)(gui)模(mo)(mo)(mo)較大的(de)(de)(de)明星(xing)項(xiang)目(mu)獲得資本(ben)青睞(lai)外，中間類電(dian)(dian)商(shang)項(xiang)目(mu)幾乎不受(shou)資本(ben)關注，可見目(mu)前(qian)嬰(ying)童(tong)電(dian)(dian)商(shang)正在(zai)逐步進入紅海。
巴拉巴拉
安奈兒
小豬班納
太平鳥
安踏兒童
gxg.kids
馬騎頓
巴布豆
蓋璞
笛莎
