妈妈严选的生意经 谁也未曾料到，就是这一幕带着烟火气的混乱图景，拉开了一个"宝妈军团"的创业序章。 2025年，蕊儿妈的团队已从当初的10人扩充至200多人，从门市房搬入上万平方米的独立园区，成为 抖音电商平台上童装行业的红人品牌之一。 这看似是一个爽文式的创业剧本，实则是数字经济浪潮下最鲜活的商业切片——当直播电商重构"人 货场"，无数个"蕊儿妈"正从产业带里涌出，让中国制造通过直播间，从传统工厂走向屏幕，走进千 家万户的生活。 ■ 蕊儿妈告诉雪豹财经社，店播是品牌增加黏性、长效经营的必经之路。 ■ 借助抖音土壤，蕊儿妈在3年时间内飞速成长。在生产、销售、售后等多个环节坚持"妈妈严 选"，让童装安全又舒适。 ■ 当传统品牌还在为线上渠道犯愁时，云朵小葵们已用自播矩阵建立起护城河。 破茧 蕊儿妈是两个孩子的母亲，在为孩子们购买童装时，她最在意的就是安全和舒适。 但她发现，市面上许多价格划算的童装，材质很多不过关；有品牌信任度的大牌童装，价格相对 高。蕊儿妈一直在想，为什么不能有高性价比的童装，高品质、好体验的童装也能有好价格，"让孩 子们可以有穿衣自由"。 Fast Reading 作者 丨高越 2022年， ...

Investment Rating - The report does not explicitly state an investment rating for the textile and apparel industry [1]. Core Insights - The implementation of nationwide fertility subsidy policies is expected to encourage childbirth, addressing the declining birth rate in China since 2016 [5]. - The number of newborns in China has decreased from 18.83 million in 2016 to 9.54 million in 2024, a decline of 49.3%. However, a slight increase of 525,000 newborns is projected for 2024 compared to 2023, influenced by the introduction of fertility support policies and the Year of the Dragon [5]. - The children's clothing market is anticipated to benefit from the rebound in newborn numbers, with the market size reaching 252.57 billion yuan in 2023, showing a CAGR of 4.43% from 2020 to 2023 [5]. - The market share of leading brands in children's clothing is increasing, with the CR3, CR5, and CR10 market shares at 8.6%, 11.0%, and 13.9% respectively in 2023, indicating a trend towards brand concentration [5]. - The report highlights the growth potential of sports children's clothing, with Anta's market share increasing from 1.2% in 2018 to 1.9% in 2023, suggesting a strong development trajectory for this segment [5]. Summary by Sections Fertility Support Policies - The establishment of a national fertility subsidy system aims to alleviate the pressure of declining birth rates, with various regions implementing differentiated child-rearing subsidy policies [5]. - As of now, 18 provinces and municipalities have introduced related policies, with significant support measures in places like Hohhot, Inner Mongolia [5]. Market Trends - The decline in newborns has impacted the children's clothing market, but the expected stabilization and increase in newborn numbers could lead to market expansion [5]. - The children's clothing market experienced rapid growth from 2015 to 2019, with a market size of 239.15 billion yuan in 2019 and a CAGR of 14.3% during that period [5]. Brand Dynamics - The children's clothing market is seeing a shift towards higher quality and health standards, leading to increased market share for stronger brands [5]. - The report suggests that sports children's clothing will be a core driver of long-term growth in the industry [5]. Investment Recommendations - Companies to watch include Semir Fashion, Taiping Bird, Hailan Home, and Jiaman Clothing for casual children's clothing, and Anta Sports, Xtep International, Li Ning, and 361 Degrees for outdoor and sports segments [5].