第39届国际玩具和潮玩（深圳）博览会

2027年3月31-4月2日 深圳国际会展中央（宝安区）

以抖音为代表的短视频电商是当前电商范畴的生力军，亦是浩繁母婴童品牌重点结构的新渠道。为充实把握母婴童用品于抖音的发卖环境，助力企业更好地结构抖音电商，笔者增强了对于该平台的监测，并将陆续推出各种母婴童用品发卖榜。

本次率先聚焦抖音-玩具乐器类目下的幼儿爬行/学步/健身、幼儿响铃/布玩/抚慰两年夜类玩具，并依据发卖额、销量别离统计了发卖排名前10的产物（已经剔除了信息不明确、分类有错位的产物）。

幼儿爬行/学步/健身产物

抖音-幼儿爬行/学步/健身发卖额TOP10（25.01）

抖音-幼儿爬行/学步/健身销量TOP10（25.01）

根据抖音平台类目划分，幼儿爬行/学步/健身涵盖了婴儿健身器、爬行垫、幼儿学爬玩具、手推学步玩具、拖拉学步玩具、游戏毯/音乐毯。统计数据显示，发卖排名前列的产物中，爬行垫占比至多；其次是健身、学步、学爬玩具。

1.爬行垫占至多席位。对于在绝年夜大都有幼儿的家庭而言，爬行垫都是必不成少的产物，于是该产物于抖音平台发卖体现凸起。按照榜单来看，热销爬行垫的共性包括采用XPE制成，具备不容易刮破、接收减震、柔软回弹、防污防水、避免细菌滋长等长处；遍及具有可折叠上风，利便消费者收纳。

上榜爬行垫中，只有妁啬窕的泡沫拼接地垫是采用PE材质，需要拼接利用；其余产物均为XPE材质，并设计三角折叠轴或者3S折叠，打开或者折叠都很是利便。

▲巧乐熊XPE爬行垫 妁啬窕泡沫拼接地垫

2.多功效成凸起特色。付与产物更多弄法、功效，使其性价比更高，是当前企业研发立异的标的目的之一，这点于本次榜单中也有显著表现。

BABAKIDS的进修桌学步车具备一车多用的特色——作为学步车，是孩子进修走路的主要伙伴，且把手高度可调治，合适差别阶段孩子学步需求；作为进修游戏伙伴，车面设计游戏面板，可投篮、可认知差别动物/交通东西、可进修早教常识、可不雅察齿轮联动等；将游戏面板撤除，再为车子换上4条桌腿，又可作为进修桌利用。

▲BABAKIDS的进修桌学步车

一样具有熬炼孩子走路功效的还有有萌宠泡泡推车。该产物拔取小鹿、飞马等可爱的动物主题，融入泡泡机、手推车功效，让小伴侣可以一边推着小车训练走路，一边节制车子吹出七彩泡泡。

爱优乐比的宝物乐土健身琴、糖米的婴儿脚踏琴健身架具有音乐陪伴、早教益智、柔及灯光投影等功效，让孩子可以或许熬炼身体、进修常识、牢固睡眠。

▲萌宠泡泡推车 宝物乐土健身琴

还有有汇乐的摇晃鹅，内置互动语句、说唱歌曲、故事等早教常识，可经由过程牵手、摸肚播放；万向行走、自动避障的设计，使其可以或许更安全地指导宝宝学爬；提起摇晃鹅的脖子还有可以触发求饶小游戏。

幼儿响铃/布玩/抚慰玩具

抖音-幼儿响铃/布玩/抚慰玩具发卖额TOP10（25.01）

抖音-幼儿响铃/布玩/抚慰玩具销量TOP10（25.01）

于抖音上，幼儿响铃/布玩/抚慰玩具类目涵盖的产物包括不倒翁、货郎鼓、床铃/床挂、布制/软胶积木、摇铃、宝宝布书、手偶/抚慰玩偶。而于1月发卖额、销量位列前列的产物以手偶/抚慰玩偶、摇铃、宝宝布书为主。

1.手偶/抚慰玩偶更具创意。本次榜单中，上榜的手偶/抚慰玩偶共有4款，盘踞榜单7个席位，包括了可遥控节制、具备加热功效的产物，好比莫尔兔的卡通婴儿搂睡抚慰枕、颖宝的婴儿抚慰手掌。

这两款产物均可模仿妈妈手掌微压抚慰、哄睡宝宝；可经由过程遥控器切换哄娃、抚慰、舒缓三种差别频率，以应答年夜哭、哼唧、犯困的宝宝；手掌填充红豆，可拆卸、加热，热敷宝宝腹部，促成排气，并带给宝宝妈妈般的温暖。

▲卡通婴儿搂睡抚慰枕 婴儿抚慰手掌

贝比树的防惊跳手握玩偶虽然属在通例款抚慰产物，但造型设计为胡萝卜、喷鼻蕉、蘑菇、白萝卜，并配上了可爱的笑容及萌趣的造型。

同为静态手偶/抚慰玩偶，澳贝的豆豆绒抚慰玩偶/抚慰巾增长了仿母乳豆豆的“小奶泡”设计，带给宝宝更多安全感；搭配Q弹牙胶、咬咬结，满意啃咬愿望；内置响纸，抓一抓可发出“沙沙”声音，引发宝宝好奇心。

▲融入IP形象的澳贝豆豆绒抚慰玩偶

2.摇铃销量较高。于销量TOP10榜单中，摇铃类产物独有5个席位。此中，榜单第1位的手摇铃、第4位的沙锤手摇铃是通例摇铃产物，卡通造型、内置沙珠，摇一摇可发出沙沙声；万威漫的婴儿牙胶摇铃是套装情势，席卷了牙胶、摇铃、抚慰巾等各种产物。

瑶乐堡的意见意义奶瓶拉拉乐将产物总体造型设计为奶瓶样式，同时添加了手抓手柄、解压泡泡、动物滚珠、按按乐、纹理拉伸等元素，让宝宝经由过程拉、按、拨、啃、串、握等动作，熬炼肢体协调能力、晋升认知。

意见意义转转乐、吸盘转转乐的设计、弄法较为近似，都是交融卡通造型、多种颜色，让宝宝经由过程扭转等动作，造就手眼协调能力；带有吸盘，可吸附于任何平面顽耍；内置小球，转起来沙沙作响；可作牙胶利用等。

▲意见意义奶瓶拉拉乐 意见意义转转乐

3.宝宝布书长销不衰。既能让宝宝进修常识，又不担忧会被撕坏，宝宝布书自面世起便遭到了消费者的广泛承认，成为长青热销产物。本次榜单中，共有4款宝宝布书上榜，别离来自澳贝、JOLLYBABY、潘德拉3个品牌。

联合上榜产物可知，宝宝布书的特色包括采用多种材质以促成宝宝多维感知，好比澳贝的年夜尾巴机关触摸布书采用了30+的触感材质；JOLLYBABY的立体尾巴布书采用了冻绳、冰晶绒、超柔布、短绒布、纺织布、毛绒等材质。

▲澳贝年夜尾巴机关触摸布书

多重机关也是宝宝布书的一年夜亮点。潘德拉的益智布书设计了30+种奇奥机关弄法，让小伴侣于拔、摘、拉、翻、抓、刷的历程中，解锁布书的差别弄法、场景，同时熬炼动手动脑能力。

▲潘德拉益智布书

富厚多样的内容是消费者选购布书最注重的一点。以热销的宝宝布书来看，蔬菜、生果、动物、农场、森林、冰川、海洋、卡通形象等是较为常见的主题。1本布书凡是是缭绕一个主题，设计故事场景，并配以中英文对于话，让小伴侣看故事的同时进修常识、提高认知。

▲JOLLYBABY推出的尾巴布书

来历：深圳童车婴童展（ID:babyandstroller）

文/秦粤；图/抖音商城

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