嬰(ying)幼(you)兒服(fu)裝是嬰(ying)童產業的重要(yao)組成(cheng)部分,相(xiang)比其它嬰(ying)童品類,嬰(ying)幼(you)兒服(fu)裝不論從其必(bi)要(yao)性或是消(xiao)耗數(shu)量上來講,都更有(you)著(zhu)絕對無(wu)可撼動的重要(yao)地位,因此,嬰(ying)幼(you)兒服(fu)飾是母嬰(ying)渠道(dao)利潤貢獻度(du)最高的品牌之一(yi)。人(ren)靠衣裝,現在的父母都希望(wang)讓孩子(zi)從著(zhu)裝上更漂(piao)亮帥氣,而且嬰(ying)幼(you)兒身體成(cheng)長發(fa)(fa)育(yu)較(jiao)快,加上中(zhong)國處于溫(wen)帶地區,四季明顯(xian),溫(wen)差(cha)較(jiao)大(da),因此服(fu)飾的更替頻率(lv)更是可想而知,數(shu)量甚至(zhi)沒有(you)上限(xian),這(zhe)充分顯(xian)示(shi)嬰(ying)幼(you)兒服(fu)飾行業擁有(you)堅實(shi)的發(fa)(fa)展(zhan)基礎和無(wu)限(xian)的發(fa)(fa)展(zhan)空間。
嬰童服裝行業市場發展現狀
自“單獨二(er)孩”政策(ce)實施(shi)以來,各年(nian)齡(ling)段的(de)服(fu)裝(zhuang)銷售增速(su)變化可以清楚(chu)體(ti)現(xian)出人(ren)(ren)口政策(ce)對童(tong)(tong)裝(zhuang)消費的(de)影響。根據智研咨詢統計的(de)數據,人(ren)(ren)口政策(ce)首(shou)先引起(qi)我(wo)(wo)國新生兒(er)數量的(de)加速(su)上(shang)漲,由此導致(zhi)童(tong)(tong)裝(zhuang)市(shi)場規模(mo)的(de)擴張主要體(ti)現(xian)在(zai)嬰(ying)(ying)幼兒(er)服(fu)飾(shi)上(shang)。從2018年(nian)開(kai)始,嬰(ying)(ying)幼兒(er)服(fu)裝(zhuang)銷售規模(mo)迅速(su)上(shang)漲,并且增速(su)保持在(zai)男、女(nv)大童(tong)(tong)裝(zhuang)的(de)增速(su)之(zhi)上(shang)。嬰(ying)(ying)幼兒(er)服(fu)飾(shi)率先享受政策(ce)紅利,預計從今(jin)年(nian)起(qi),我(wo)(wo)國大童(tong)(tong)裝(zhuang)也(ye)逐步迎來加速(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。奢侈嬰童服裝品牌(pai),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(yu)中高端(duan)市場(chang)。
嬰幼用品行業電商發展需求
嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)產(chan)品(pin)(pin)(pin)(pin)(pin)早(zao)已經(jing)不(bu)是(shi)網購(gou)(gou)(gou)的(de)(de)新品(pin)(pin)(pin)(pin)(pin)類(lei),近年(nian)來(lai),各大電(dian)商在嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)深耕的(de)(de)步(bu)伐(fa)開始(shi)不(bu)斷(duan)加快。京(jing)東商城與多家嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)知(zhi)名(ming)品(pin)(pin)(pin)(pin)(pin)牌達成(cheng)戰略合(he)作(zuo)協議,商品(pin)(pin)(pin)(pin)(pin)涵蓋了嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)食品(pin)(pin)(pin)(pin)(pin)、嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)用(yong)品(pin)(pin)(pin)(pin)(pin)、童裝等嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)整(zheng)個(ge)產(chan)品(pin)(pin)(pin)(pin)(pin)線(xian)。雖然京(jing)東、已經(jing)先手布局(ju)嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang),但蘇寧易購(gou)(gou)(gou)也(ye)不(bu)甘落后,蘇寧以4.2億(yi)元(yuan)人民幣的(de)(de)價格收購(gou)(gou)(gou)嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)垂直類(lei)電(dian)商網站紅孩(hai)子,紅孩(hai)子成(cheng)為蘇寧易購(gou)(gou)(gou)嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)頻道(dao)。此外,國美在線(xian)嬰(ying)(ying)(ying)(ying)幼兒用(yong)品(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)頻道(dao)也(ye)正(zheng)式上線(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年網(wang)站(zhan)數據庫(ku)共(gong)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)1376家(jia)(jia)(jia),其(qi)中小(xiao)品(pin)牌網(wang)店(dian)(dian)(dian)(dian)(dian)的(de)網(wang)店(dian)(dian)(dian)(dian)(dian)占(zhan)總(zong)比最多(duo),達(da)到858家(jia)(jia)(jia),其(qi)次為(wei)(wei)(wei)(wei)品(pin)牌旗艦(jian)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)397家(jia)(jia)(jia),京(jing)東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)119家(jia)(jia)(jia),品(pin)牌特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)104家(jia)(jia)(jia),京(jing)東(dong)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(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)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)23家(jia)(jia)(jia),蘇寧(ning)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)16家(jia)(jia)(jia),京(jing)東(dong)特(te)許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)9家(jia)(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)(jia)(jia),品(pin)牌商(shang)城收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)6家(jia)(jia)(jia),蘇寧(ning)自(zi)營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)3家(jia)(jia)(jia),唯品(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)網(wang)店(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(zhuang)線上市場提供了巨大的增長空間(jian)。