儿童运动服饰大打“营销牌”，高溢价背后价值几何？

GPLP犀牛财经12-02

现如今孩子吃的、穿的、用的好像都比大人更“烧钱”，打上了“儿童”标签之后，产品价格提升的不是一星半点，但偏偏家长们还愿意为这样的儿童产品买单。而在这份“烧钱”名单中，“穿”作为必不可少的一部分，以儿童运动服饰为代表正在占据着越来越重的份额。就拿泰兰尼斯来说，主打的稳稳鞋价格在500元-100元左右；安踏童装旗舰店中一款男童跑鞋券后价格也达到了389元左右。随着儿童运动服饰的兴起，高价之下也带涨了...

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premium?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"82020":0.6,"01361":0.9,"03306":0.9,"ANPDY":0.6,"02020":0.67},"content_text":"现如今孩子吃的、穿的、用的好像都比大人更“烧钱”，打上了“儿童”标签之后，产品价格提升的不是一星半点，但偏偏家长们还愿意为这样的儿童产品买单。而在这份“烧钱”名单中，“穿”作为必不可少的一部分，以儿童运动服饰为代表正在占据着越来越重的份额。就拿泰兰尼斯来说，主打的稳稳鞋价格在500元-100元左右；安踏童装旗舰店中一款男童跑鞋券后价格也达到了389元左右。随着儿童运动服饰的兴起，高价之下也带涨了品牌业绩，成为了品牌营收增长的一个重要来源。今年上半年，安踏儿童已经成为安踏集团增长的核心驱动力之一。虽然安踏集团并未具体披露儿童板块业绩，但是财报中明确将“安踏儿童板块的强势崛起”列为增长的关键因素。而且公开信息显示，安踏儿童去年流水已经突破百亿。361°在今年上半年实现总收入57.05亿元，同比增长11.0%；实现净利润8.58亿元，同比增长8.6%。其中，361°儿童品牌实现收入12.6亿元，同比增长11.4%，占总收入的22.1%。江南布衣去年并购了儿童运动品牌onmygame，在其公布的2025财年（2024年6月至2025年6月）业绩报告中，新兴品牌组合（包括POMME DE  TERRE蓬马、JNBYHOME、onmygame、B1OCK等）实现收入3.61亿元，同比增长107.4%，占总收入的6.5%。至于泰兰尼斯，公开报道称其在2024年营收就已经达到了30亿元，今年仅三个季度营收规模增长至36亿元，超越去年全年总营收。虽然技术、材质为儿童运动服饰的高价增加了一些理由，但是不得不承认的是，营销可能更让家长们“上头”。就拿泰兰尼斯稳稳鞋来说，精准地瞄准了家长们希望孩子少摔跤、走路走得更稳的需求，同时将广告密集地投放在小区、商场的电梯里，高频触及消费者。即便是对童鞋完全没有需求的消费者，也在频繁“刷脸”“洗脑”中对泰兰尼斯这个品牌产生了印象，更不用说宝爸宝妈们了。泰兰尼斯可能更多地是吸引家长们的目光，还有一些品牌则是利用联名吸引儿童的关注。比如通过与一些高人气动画进行联名，能够在短期达到刺激购买、消费的目的。成年人尚且还会为了一些联名产品而自愿买单，更不用说联名产品对小孩子的吸引力了。此外，还有一些儿童运动服饰看中的是家长们“精准育儿”的需求，通过建立高端印象、与高端运动场景相绑定，让一部分中产群体产生价值认同，吸引他们为贴近这一生活方式而付出付出金钱。不过需要注意的是，在儿童运动服饰价格水涨船高之际，其实也比较考验家长们的接受能力，是否真的需要或有必要为孩子选择这些高价服饰逐渐成为了新的困扰。而且就品牌联名来说，更多吸引的是儿童群体，家长们不见得会为这样的产品买单，由此也会产生新的问题。在儿童运动服饰不断细分、创新升级时，固然可以带来更多的产品选择，但是要让家长和儿童都满意可能存在一定难度，同时也比较考验品牌对产品的建设和营销。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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