<span id="conten"> <p><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">一个月前，中央决定放开“单独二胎”政策，无疑又给童装行业打了一针强心剂。</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1396.aspx" style="line-height: 19.5pt; text-indent: 28pt; "><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">森马</span></a><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">、</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1408.aspx" style="line-height: 19.5pt; text-indent: 28pt; "><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">安踏</span></a><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">、361°、</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1407.aspx" style="line-height: 19.5pt; text-indent: 28pt; "><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">李宁</span></a><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">、拉夏贝尔……很多品牌服饰都推出了童装</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">，</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">童装</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">作为</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">服装行业的最后一块蛋糕，必须努力做，</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">并且要</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">抓住机会</span><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; ">做好。</span></p> <p><span style="line-height: 19.5pt; text-indent: 28pt; font-size: 14pt; font-family: 宋体; "><span style="font-size: 14pt; font-family: 宋体; ">据前瞻产业研究院发布的《2013-2017年中国</span><a rel="nofollow" href="http://www.qianzhan.com/report/detail/26e7e5a6703d46b9.html"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">高端童装</span></a><span style="font-size: 14pt; font-family: 宋体; ">行业市场需求与投资预测分析报告》显示，我国童装市场</span><span style="font-size: 14pt; font-family: 宋体; ">2013年将</span><span style="font-size: 14pt; font-family: 宋体; ">超过1500亿元的销售规模，拥有2亿0-14消费群体。</span><span style="font-size: 14pt; font-family: 宋体; ">面对新的需求增长点，童装市场呈现出三个特点：</span><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span></span></p> <p><span style="font-size: 14pt; font-family: 宋体; ">前瞻网资深产业研究员、分析师分析</span><span style="font-size: 14pt; font-family: 宋体; ">，</span><span style="font-size: 14pt; font-family: 宋体; ">由于儿童成长发育较快，童装具有穿着周期短、款式花样多、需求量大等特点，目前童装行业年自然增速可达10%-20%，政策落地后，估计在1年之后童装行业就会开始受惠，而行业的整体增速也会拉升至30%。</span><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span></p> <p><span style="font-size: 14pt; font-family: 宋体; ">森马服饰童装业务在政策发布之前已进行了三大调整：童装业务投入、战略地位提升，扩充0到3岁婴童市场产品线，增加0到3岁婴童服装零售面积。　　除了森马，安踏、361°、李宁等众多</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_384.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">运动</span></a><span style="font-size: 14pt; font-family: 宋体; ">服</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1471.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">饰品</span></a><span style="font-size: 14pt; font-family: 宋体; ">牌也根据预期陆续推出了相关策略来加码童装市场。除此以外，H&M、</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1380.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">ZARA</span></a><span style="font-size: 14pt; font-family: 宋体; ">、</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1389.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">无印良品</span></a><span style="font-size: 14pt; font-family: 宋体; ">、</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1390.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">优衣库</span></a><span style="font-size: 14pt; font-family: 宋体; ">等多家服装品牌，也都特别设置了儿童专区或童装店。而奢侈品牌</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1535.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">Gucci</span></a><span style="font-size: 14pt; font-family: 宋体; ">、Dior等也在品牌旗舰店中设立场地，布局童装零售。</span><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span></p> <p><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">二、</span><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">童装款式</span><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">的</span><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">时尚多元</span><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">化，给经营带来压力</span></p> <p><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span><span style="font-size: 14pt; font-family: 宋体; ">“单独二胎”政策对于未来童装市场的影响是显而易见的，不过</span><span style="font-size: 14pt; font-family: 宋体; ">对于零售商而言，</span><span style="font-size: 14pt; font-family: 宋体; ">并没有持乐观态度。</span><span style="font-size: 14pt; font-family: 宋体; ">原因是：</span><span style="font-size: 14pt; font-family: 宋体; ">政策刺激下，量的增加是肯定的，但竞争也会更加激烈。未来，市场将对童装款式的要求更高，童装更新换代更快，相对也会带来库存等压力。以前一个款式可以卖半年，卖1万多件，现在几百种款式，20多天就过季了，需要开发更多新款式来刺激消费者的购买欲。</span></p> <p><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span><span style="font-size: 14pt; font-family: 宋体; ">为了适应新的童装市场需求，</span><span style="font-size: 14pt; font-family: 宋体; ">一家从事</span><span style="font-size: 14pt; font-family: 宋体; ">20年童装销售的公司</span><span style="font-size: 14pt; font-family: 宋体; ">计划未来开设一个类似于</span><a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1298.aspx"><span style="mso-spacerun:'yes'; color:rgb(0,0,0); font-size:14.0000pt; font-family:'宋体'; ">屈臣氏</span></a><span style="font-size: 14pt; font-family: 宋体; ">的品牌童装旗舰店，有多个牌子，中档、高档都有。</span><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span></p> <p><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">三、政策之变让</span><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; ">中高端童装品牌前景看好</span></p> <p><span style="font-weight: bold; font-size: 14pt; font-family: 宋体; "><o:p></o:p></span><span style="font-size: 14pt; font-family: 宋体; ">目前，</span><span style="font-size: 14pt; font-family: 宋体; ">中端、高端、低端，三种品牌层次的童装，目前的市场占有率是多少?</span><span style="font-size: 14pt; font-family: 宋体; ">专业</span><span style="font-size: 14pt; font-family: 宋体; ">分析</span><span style="font-size: 14pt; font-family: 宋体; ">人士</span><span style="font-size: 14pt; font-family: 宋体; ">说，高端品牌能占到市场份额的15%，中端品牌能占到市场份额的65%，而低端品牌的市场份额可以占到20%。</span><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span></p> <p><span style="font-size: 14pt; font-family: 宋体; ">“靠价格拼杀的三线品牌将更难生存，市场机会最大的应该是那些有技术实力、有生产实力、品质优异的二线企业。”</span><span style="font-size: 14pt; font-family: 宋体; ">某童装品牌公司</span><span style="font-size: 14pt; font-family: 宋体; ">总经理称。在他看来，二胎的主要生育群是30岁以上的人，他们的经济实力相对较好，加之有育儿经验，所以在选择婴童用品上会更加理性。政策主要惠及的是城市人口，对农村人口的影响较小，所以对中高端童装品牌的影响较大。</span></p> <p><span style="font-size: 14pt; font-family: 宋体; "><o:p></o:p></span><span style="letter-spacing: -0.05pt; font-size: 14pt; font-family: 宋体; ">另有童装营销专家表示，由于童装的消费群体中出现大批80后、90后新潮父母，童装行业必然要改变款式简单、颜色单一的研发模式，以迎合其时尚需求。</span><span style="letter-spacing: -0.05pt; font-size: 14pt; font-family: 宋体; "><o:p></o:p></span></p></span>