2025年婴童出行用具电商消费趋势

Investment Rating - The report indicates a strong positive correlation between the e-commerce market size of children's travel gear and the number of newborns, suggesting a favorable investment outlook for the industry in the short term [8]. Core Insights - The children's travel gear market is expected to enter a phase of stock competition after 2025 due to declining birth rates, which will impact market dynamics [8]. - E-commerce platforms, particularly Douyin, have shown significant growth, with Douyin achieving a 66.5% year-on-year increase in market share for children's travel gear [8][16]. - The report highlights key product categories such as strollers, safety seats, and children's bicycles, with varying growth rates across different platforms [10][14][16]. Summary by Sections Market Overview - Children's travel gear includes portable tools for children aged 0-12, categorized into strollers, safety seats, bicycles, and scooters [6][7]. - The e-commerce market for children's travel gear has remained around 100 billion, closely linked to the number of newborns [8]. E-commerce Performance - In 2024, the e-commerce sales figures for children's travel gear are projected to show a decline in certain categories, with strollers experiencing a growth of 7.8% while children's electric vehicles face a significant drop of 30% [10][12]. - Douyin's sales for strollers reached 1.062 billion, marking an 84.8% increase, surpassing sales on JD [16]. Category Growth Rates - Key categories and their projected sales for 2024 include: - Strollers: 2.04 billion with a growth rate of 7.8% - Safety seats: 1.04 billion with a decline of 3.6% - Children's electric vehicles: 0.234 billion with a decline of 30% [12][14]. Brand Performance - Top brands in the children's travel gear market for 2024 include: - DearMom: 274 million with a growth of 27.3% - bebebus: 272 million with a growth of 20.2% - Wanya: 207 million with a significant growth of 244.2% [18]. - The report also highlights brands like Goodbaby and Phoenix, which have shown varying performance across different e-commerce platforms [20][21].