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泰兰尼斯推出“童鞋界的SUV”,打开品牌新增长极
Zhong Guo Chan Ye Jing Ji Xin Xi Wang· 2025-08-22 10:59
这个暑期,"带娃去野"正成为新生代父母的全新遛娃方式。 美团数据显示,随着新生代父母(95后及00后)加速入场,他们不再满足于传统的运动场所,而是更倾向于户外挑战和自然探索,露营、徒步、溯溪等搜索量 同比增长超过100%,野性成长成为核心关键词。 当孩子从操场奔跑走向运动场,如今再度进阶至山野探险。这一趋势背后,是孩子需要一双能应对全场景运动的高性能童鞋。 值得注意的是,当孩子处于快速成长发育期,每年脚部尺寸变化非常明显。"今年合脚的鞋子,明年很可能因为太小就无法再穿。如果孩子每项运动都买一 双专门的鞋子,耗费太大了。"一位95后宝妈坦言。 这种特殊性使得家长在为孩子选购童鞋时,渴望能有一双"全能"童鞋,足以应对孩子从课堂到操场、从城市到户外的所有运动场景。如此一来,既能减少重 复购买的成本,也能避免频繁换鞋带来的不便。 但长期以来,市面上的童鞋产品却难以满足这一核心诉求:要么侧重日常穿着的舒适性却缺乏运动支撑,要么强调单一运动场景的功能性却无法适配日常, 始终没有一款产品能真正实现"全场景运动"的突破。 面对家长们遇到的核心痛点,童鞋品牌泰兰尼斯果断出击,以敏锐的市场洞察力与果敢的决策力,推出了新一代高性能 ...
一生要强的中国人,连童鞋都卷成爱马仕
3 6 Ke· 2025-08-22 01:29
说到底,一双鞋稳不稳,穿着舒不舒服,能不能让人自由地探索世界,孩子自己才是最有发言权的人。可惜,刚学步的小娃娃,大多还不会清 楚地表达感受。正是这份表达的缺失,让高价学步鞋的争论难以平息。 在精致育儿风盛行的时代,光比谁上的课更多已全然不够——千里之行,还是得始于足下。 从学龄前开始,初当父母的90后们就紧张起来,盯着蹒跚学步的小魔王,早早琢磨起孩子的走路姿势,研究该买双什么样的童鞋。舒适?环保?耐脏?当 然不够,还得结合足弓发育期科学研判,不求跑得快,最起码也要走得稳、站得直。 (图/unsplash) 于是,电梯里那句"穿泰兰尼斯稳稳鞋,稳稳第一步,高光每一步",像魔咒一样在新手父母的耳边呢喃。 今年以来,泰兰尼斯的巨幅海报加短视频轮番轰炸商场、地铁、社群。宝妈群里,晒出鞋盒的自来水多了起来。点开泰兰尼斯的品牌天猫旗舰店,最火 的"稳稳鞋"系列价格在500-1500元左右,热销区间在600-800元,产品甚至卷向了0—16岁的全年龄段青少年。 尽管价格带已接近成人轻奢线,却挡不住焦虑的家长们。2024年,泰兰尼斯销量突破600万双,全年营业收入超过30亿元,同比增长50%以上,是当之无 愧的童鞋之王。 女 ...
泰兰尼斯拓展赛道 从稳稳鞋到稳跑鞋
Jing Ji Guan Cha Wang· 2025-08-18 11:04
经济观察网 8月17日晚,泰兰尼斯发布年度重磅新品"稳跑鞋",继"稳稳鞋"之后,泰兰尼斯拓展赛道至 成长期儿童运动防护。。从泰兰尼斯品牌在2011年创立以来,一直保持着持续增长态势。如今,泰兰尼 斯已经成为一年销售额超30亿元的"超级品牌",复购率高达80%~90%,是行业均值的3倍以上。其推出 的"稳稳鞋"系列更是上市不到一年就销量破亿的"超级爆款"。作为高端童鞋的代表,"稳跑鞋"亦是泰兰 尼斯面向国际化迈出的全新一步。 ...
拿什么手段破解“学步鞋”收割套路
Nan Fang Du Shi Bao· 2025-06-22 15:44
Core Viewpoint - The children's shoe market is currently focused on "functional shoes" and "learning shoes," with claims that these specialized shoes can reduce falls and correct walking patterns, leading many parents to willingly spend hundreds of yuan on them [1][2]. Group 1: Market Dynamics - The popularity of "learning shoes" is driven by marketing strategies that exploit parental anxiety about child development, similar to previous trends in products like "gene testing" and "infant drinking water" [1]. - Many brands promote their learning shoes with unique technologies and features, but the actual differences in design are minimal, often focusing on aspects like sole width and ease of wear [2]. Group 2: Regulatory and Scientific Concerns - There is a lack of standardized definitions for the learning phase in children, making it difficult for parents to choose appropriate products [2]. - Experts in pediatric orthopedics have noted that the claims made by manufacturers regarding the benefits of these shoes lack scientific validation, indicating that the marketing is more conceptual than based on proven functionality [2][3]. - Current national standards for children's shoes do not address the additional functions claimed by learning shoes, suggesting a need for regulatory updates to protect consumer rights [2][4]. Group 3: Recommendations for Improvement - It is essential to conduct scientific research to validate the claims made about learning shoes, particularly regarding their impact on children's walking abilities and safety [3][4]. - There should be legal actions against false advertising related to children's shoes, ensuring that any claims made by manufacturers are backed by factual evidence [3]. - Parents are encouraged to educate themselves on child development to avoid falling victim to misleading marketing tactics and to seek information from reputable sources [3].