童鞋“概念”满天飞，“月抛”式消费让家长陷选择困境

Core Viewpoint - The children's shoe market is experiencing a shift towards more affordable and practical options as parents face anxiety over their children's footwear needs, leading to a growing preference for lower-priced shoes and a skepticism towards high-priced "concept shoes" [2][5][6]. Group 1: Consumer Behavior - Parents are increasingly opting for children's shoes priced between 100-200 yuan, with a 3.68 percentage point increase in market share for this price range compared to last year [3]. - The trend of "anxiety consumption" is evident, where parents feel pressured by marketing claims about specialized shoes, leading them to make purchases that may not align with their practical needs [4][5]. - Many parents are turning to online shopping for off-season shoes, valuing comfort and quality over brand prestige [2][4]. Group 2: Market Dynamics - The children's shoe market is diversifying, with a focus on sports and functional shoes, as parents prioritize comfort and health for their children [6][7]. - The rise of "Z generation" parents is influencing the market, as they seek shoes that offer not just functionality but also emotional and cultural value, leading to a demand for designer collaborations and unique cultural designs [7]. - The introduction of smart technology in children's shoes is emerging, with products that offer features like GPS tracking and water alerts, aiming to transform shoes into comprehensive growth management solutions [7].