對于(yu)服(fu)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)企業而言，布(bu)局(ju)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)就是布(bu)局(ju)未來。李寧出(chu)(chu)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)，安踏(ta)出(chu)(chu)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)，特步也在(zai)出(chu)(chu)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)，就連阿迪、耐克都出(chu)(chu)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)，各(ge)大(da)運動(dong)品牌(pai)都紛紛的布(bu)局(ju)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)，童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)似乎成為(wei)了運動(dong)品牌(pai)的最(zui)后(hou)一塊蛋糕。相對比(bi)(bi)成人服(fu)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)領域的競爭激烈，高飽和(he)度。童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)市場(chang)分散，飽和(he)度比(bi)(bi)較(jiao)低，多年來更(geng)是流傳著中(zhong)國童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)(zhuang)(zhuang)無品牌(pai)的說法(fa)。
根(gen)據全(quan)國第七次人口(kou)普(pu)查結果(guo)顯(xian)示，我國0到14歲的(de)(de)人口(kou)為(wei)2億5000多萬人，兒童(tong)(tong)人口(kou)將近2.5億。2021年，三胎政策(ce)發布更(geng)助(zhu)力生育率提升，維持中(zhong)國兒童(tong)(tong)群(qun)體的(de)(de)龐大體量，也為(wei)兒童(tong)(tong)用品市場帶來(lai)了新(xin)的(de)(de)增量。除此之外(wai)，隨(sui)著雙減等一系列政策(ce)的(de)(de)出臺，孩子(zi)有了更(geng)多課(ke)余(yu)時間(jian)參與體育鍛(duan)煉(lian)，兒童(tong)(tong)體育培訓行業逐漸呈現(xian)增長態(tai)勢。孩子(zi)們有機會接(jie)觸課(ke)外(wai)項目，讓運動(dong)品牌也有了更(geng)多的(de)(de)發展(zhan)空間(jian)。
除了運動品牌正在布局(ju)(ju)(ju)(ju)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)市場(chang)以外，休閑品牌同樣(yang)(yang)在布局(ju)(ju)(ju)(ju)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)業(ye)務。例如江南布衣、太平鳥、美邦服飾等。對于服裝(zhuang)(zhuang)(zhuang)企(qi)業(ye)而(er)言，布局(ju)(ju)(ju)(ju)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)就(jiu)是布局(ju)(ju)(ju)(ju)未來(lai)，兒童(tong)(tong)(tong)是未來(lai)成年服飾的(de)消(xiao)(xiao)費者(zhe)(zhe)。所以這樣(yang)(yang)的(de)做(zuo)法(fa)，某種意義上(shang)已經鎖定未來(lai)的(de)消(xiao)(xiao)費者(zhe)(zhe)，加上(shang)童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)毛利高，盈利性(xing)(xing)好(hao)，各大企(qi)業(ye)入局(ju)(ju)(ju)(ju)，童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)也就(jiu)理所當然。政策(ce)利好(hao)，加上(shang)消(xiao)(xiao)費水(shui)平的(de)不斷提高，童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)業(ye)務確實是存在一定的(de)發展(zhan)空間。但是目前用戶圈層比較分散，雖然李寧、安踏等企(qi)業(ye)開始布局(ju)(ju)(ju)(ju)，但還(huan)沒有(you)形成規模化的(de)*。要(yao)想童(tong)(tong)(tong)裝(zhuang)(zhuang)(zhuang)領域做(zuo)到頭部，還(huan)是要(yao)在產品功(gong)能性(xing)(xing)上(shang)下上(shang)一番(fan)功(gong)夫。
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