近日，市场监管总局发展研究中心在京召开中国化妆品行业高质量发展相关问题研讨会议，发布《中国儿童化妆品行业发展研究报告》（以下简称《报 告》）。来自中国质量检验检测科学研究院化妆品技术中心、北京市市场监管综合执法总队、深圳市计量质量检测研究院、北京工商大学，市场监管总局发 展研究中心美业和大健康专家委员会化妆品分委会秘书处、广州海龟爸爸生物科技有限公司等参加了研讨会。 儿童化妆品预计突破500亿 通过文献研究、现场调研、专家研讨等方法，《报告》充分展现了中国儿童化妆品行业发展沿革、现状，提出未来趋势与发展建议。《报告》指出，随 着我国经济社会快速发展和"精致育儿"理念的普及，儿童化妆品市场呈现出蓬勃发展的态势。截至2025年6月底，儿童普通化妆品备案28168个品种，其中国 产27219个，进口949个；儿童特殊化妆品注册427个品种，其中国产406个，进口21个。 图片来源于《报告》 科技创新成为第一生产力 2025中国儿童化妆品行业发展研究报告 随着化妆品监管体系不断完善，注册备案制度改革不断深化，我国儿童化妆品安全形势稳中向好，市场规模迅速增长。同时，随着精致育儿和消费升级 的转型，儿童化妆品规范化程度显 ...

Core Insights - The sports children's clothing market is increasingly focusing on the youth demographic, with brands like Li Ning and Skechers launching dedicated youth stores, reflecting a shift in consumer targeting [1][2][6] - Anta's children's division has achieved significant sales, surpassing 10 billion yuan, indicating a strong market presence and growth potential in the youth segment [1][2] - The rise of the "alpha generation" (children born after 2010) is influencing purchasing decisions, as they exhibit independent aesthetic awareness and decision-making capabilities [2][4] Market Trends - The market for children's sportswear is evolving, with brands shifting focus from younger children to the larger youth demographic due to declining birth rates and changing consumer preferences [2][6] - Brands are increasingly recognizing the need for specialized marketing strategies that engage youth directly, rather than solely targeting parents [2][4] - The trend towards more sophisticated and nuanced consumer preferences among youth is driving brands to adopt refined operational strategies [5][6] Retail Innovations - The physical retail landscape is adapting to cater to youth consumers, with a variety of store formats emerging, including specialized youth stores and concept stores [6][8] - Anta's strategy includes separating children's and infant's business lines, focusing on enhancing store efficiency for youth products [6][8] - The expansion of store sizes and the introduction of interactive and experiential elements are becoming common, with brands creating dedicated areas for specific sports and activities [12][19] Product Development - Brands are increasingly offering products that cater to niche sports and activities, reflecting a broader range of consumer interests and preferences [12][19] - The integration of technology in product design and retail experiences is becoming more prevalent, with brands focusing on specialized footwear and apparel for youth [16][19] - The emphasis on functionality and professional-grade products is evident, as brands like Anta and Skechers introduce advanced materials and designs tailored for young athletes [16][19] Consumer Engagement - The approach to engaging young consumers is evolving, with brands implementing interactive experiences in stores to attract and retain youth customers [19][21] - The use of technology for personalized services, such as foot arch assessments and AI-driven recommendations, is becoming a key differentiator in the retail experience [19][21] - The trend towards immersive retail environments, such as Nike's "active experience store," highlights the importance of creating engaging shopping experiences for young consumers [21]

Market Overview - The Chinese infant care products market is expected to exceed 30 billion yuan by 2025, driven by the "refined parenting" concept despite a declining birth rate, with approximately 8.9 million newborns in 2024 [1] - 58% of parents are willing to pay for premium products, with families in first-tier cities spending an average of over 2,500 yuan annually on care [1] - Regulatory frameworks like the "Regulations on the Supervision of Children's Cosmetics" are promoting industry standardization, with 63% of newly registered plant-based products in 2024 [1] Product Innovation Trends - **Ingredient Precision**: The Asian market emphasizes a "natural + efficacy" combination, with local ingredients like milk ghee and Ayurvedic turmeric seeing a 30% increase in application. Brands like Dacos are enhancing trust through experimental data such as "48-hour long-lasting hydration" [3] - **Environmental Technology Breakthroughs**: The European market is leading with "waterless formulas + sustainable packaging," with 45% of German parents willing to pay a premium for eco-friendly products. Domestic brand Pigeon has launched biodegradable wipes, reducing plastic usage by 60% [3] - **Scene-Specific Innovations**: The penetration rate of sunscreen products has increased from 12% to 18%, with Anwei's pure physical sunscreen becoming a bestseller. Functional products targeting eczema and heat rash are growing at over 40% [3] Competitive Landscape and Industry Challenges - The current market structure is "dumbbell-shaped," with high-end international brands (e.g., Johnson & Johnson, MAM) holding a 35% market share, while domestic brands capture the lower market with prices averaging 42% lower than imported products [4] - Rising raw material costs, such as a 25% year-on-year increase in glycerin prices in 2024, and new cross-border regulations are intensifying industry reshuffling [4] - From 2025 to 2030, companies with medical endorsements (e.g., hospital co-branded products), smart monitoring capabilities (e.g., wetness sensing technology), and OMO (Online-Merge-Offline) service capabilities are expected to dominate the market [4]