齐鲁晚报·齐鲁壹点记者 尹睿 秋意渐浓，换季的凉意让家长们纷纷把给孩子选购童鞋提上日程。记者走访了济南多家商场童鞋区发 现，映入眼帘的不仅是琳琅满目的款式，还有各式各样的"标签"：学步鞋、机能鞋、稳步鞋、跃步 鞋……价格从几十元到上千元不等。不少家长陷入"选择困境"：一边是市面上层出不穷的"概念款"童 鞋，另一边是从几十元到上千元的巨大价格差距。这场围绕一双小鞋子的博弈，背后藏着的是无数家长 的育儿焦虑与消费理性的拉扯。 三四百一双的童鞋成"月抛"，小鞋子里藏着大焦虑 "上个月刚买的机能鞋，这个月鞋尖就顶脚了，三百多块钱穿俩月，比我的高跟鞋还费。"消费者林女士 感慨道。童鞋作为一种高频更换的消费品，性价比是多数家庭优先考虑的因素。消费者严女士对此有自 己的一套应对策略："现在基本都是在网上买过季的，一百多块钱的价格刚好合适，主要穿着舒服，而 且质量还有保证。"她发现，即使孩子天天跑跳，一季下来鞋子也只是脏了些，"质量完全够用。"这种 务实消费观，正在年轻家长中形成共识。 童鞋市场逐步"卷"向细分赛道 此外，在2025年6月1日实施的新版《童鞋安全技术规范》中，也未对学步鞋、机能鞋的"附加功能"作出 规定。一位 ...

Core Viewpoint - The rise of children's fingerprint water bottles is driven by parental anxiety and the "back-to-school economy," with significant market potential estimated in the billions [4][5][6]. Market Dynamics - The popularity of children's fingerprint water bottles surged rapidly, with social media discussions increasing significantly in late August and mainstream media coverage following the start of the school year [7][8]. - The average price range for these water bottles is between 200 to 400 yuan, with some models exceeding 1,000 yuan, while traditional non-fingerprint models are priced below 200 yuan [8]. - Sales data indicates that one brand sold over 60,000 units, generating revenue exceeding 12 million yuan, and the potential market for first-grade students in 2024 could reach 3.2 billion yuan [8]. Consumer Behavior - Parents perceive fingerprint water bottles as a solution to prevent misusage and ensure their children's drinking safety, reflecting a broader trend of consumer anxiety in parenting [8][10]. - There is a divide among parents regarding the necessity and practicality of these products, with some viewing them as essential for safety, while others question their effectiveness and practicality [10][11]. Product Evolution - The concept of fingerprint water bottles is not new, having emerged in 2022, initially aimed at addressing hygiene concerns during the pandemic [11][12]. - Previous products with mechanical locks were available at lower prices, suggesting that the current trend may be more about marketing than actual safety improvements [12]. Psychological Factors - The phenomenon of parental anxiety is exacerbated by societal pressures, with parents often comparing their children to others and feeling compelled to invest in products that appear beneficial [14][16]. - The marketing strategies employed by companies exploit these anxieties, leading parents to perceive that not purchasing such products equates to neglecting their children's well-being [14][17]. Conclusion - The surge in demand for children's fingerprint water bottles illustrates how businesses capitalize on parental fears, revealing a gap in scientific guidance for modern parenting [17].

Core Viewpoint - The rise of children's fingerprint water bottles during the back-to-school season reflects the growing consumer trend driven by parental anxiety over child safety and health [1][12]. Group 1: Market Dynamics - The children's fingerprint water bottle market has rapidly gained popularity, with significant discussions on social media platforms like Xiaohongshu, especially in late August [2][4]. - Sales data indicates that a single brand of fingerprint water bottles has sold over 60,000 units, generating revenue exceeding 12 million yuan, based on an average price of 200 yuan per bottle [6]. - The potential market for fingerprint water bottles is estimated to reach 3.2 billion yuan, considering the projected enrollment of 16.16 million first graders in 2024 [6]. Group 2: Consumer Behavior - Parents perceive fingerprint water bottles as a solution to prevent misusage and ensure their children's drinking safety, despite concerns about the practicality and reliability of the technology [4][9]. - The price range for these water bottles typically falls between 200 yuan and 400 yuan, with some models exceeding 1,000 yuan, while traditional non-fingerprint models are priced below 200 yuan [4][6]. - The marketing strategies employed by companies capitalize on parental fears and societal pressures, leading to increased sales of products perceived as beneficial for children's safety [15][20]. Group 3: Controversies and Critiques - There are debates regarding the actual necessity of fingerprint water bottles, with some critics labeling them as a "new type of intelligence tax" due to their questionable practicality [7][10]. - Concerns have been raised about the durability of the electronic components and the effectiveness of fingerprint recognition for young children [7][10]. - The emergence of these products is linked to heightened parental anxiety fueled by media reports of safety incidents in schools, which has led to a surge in demand for perceived safety solutions [12][20].

Core Viewpoint - The article discusses the rising popularity and pricing of "learning shoes" and "functional shoes" for children, questioning their claimed benefits for foot development and walking posture correction [1][3][5]. Group 1: Market Trends - Various sales venues across cities like Beijing, Hunan, and Zhejiang are promoting "functional shoes" and "learning shoes" as essential for children's foot development [3][5]. - Prices for these shoes range from several hundred to over a thousand yuan, significantly higher than regular children's shoes [5][11]. Group 2: Product Claims - Sales personnel emphasize that children should wear "learning shoes" from the beginning of walking to avoid foot arch development issues [9][20]. - The shoes are marketed with claims of aiding foot development and promoting correct walking posture, targeting children from 8 months to 12 years old [11][20]. Group 3: Expert Opinions - Experts argue that while some design features of "learning shoes" may have merit, claims of correcting walking posture and preventing flat feet lack scientific backing [13][31]. - Recommendations suggest that children should primarily go barefoot during early development stages to stimulate foot growth naturally [22][38]. Group 4: Consumer Awareness - Parents are cautioned against believing exaggerated claims about the therapeutic effects of these shoes, as many are misled into thinking they can treat foot issues [15][36]. - Experts advise that shoe selection should not be limited to specific brands or designs, emphasizing comfort and support instead [34][40].

Core Viewpoint - The children's shoe market is currently experiencing a surge in popularity for categories like "functional shoes" and "first walking shoes," which are marketed as beneficial for foot development and reducing falls, but lack scientific backing and standardized classifications [1][2]. Group 1: Market Trends and Consumer Behavior - The price range for these children's shoes varies from hundreds to thousands of yuan, attracting many parents [1]. - There is a growing trend among parents to focus on scientific parenting, yet they often rely on social media for information, leading to a lack of rational judgment and susceptibility to marketing traps [1][2]. Group 2: Industry Issues and Recommendations - The absence of a national standard for categorizing first walking shoes allows for exaggerated marketing claims that are not scientifically supported, creating a "anxiety industry" that exploits parental concerns [1][2]. - Regulatory bodies are urged to initiate special rectification efforts against false marketing and to improve national standards for children's shoes, establishing a mandatory certification system for safety and practicality [2]. - E-commerce platforms are encouraged to enhance their product approval processes and clearly label the actual functions of children's products, limiting exaggerated claims without evidence [2].