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）

方才已往的2024年，受总体经济年夜情况恢复欠安等客不雅因素影响，海内母婴童市场行情亦体现患上较为低迷。但据笔者对于抖音平台童车/儿童轮滑类目的监测，2024年，仍有多款产物实现了年发卖额过万万元的成就；多款产物销量于10万辆以上，最高销量靠近50万辆；多个品牌年发卖额实现增加，同时多个品牌录患上发卖均价下滑。

Part1

年度热销商品

按照抖音-童车/儿童轮滑类目数据，笔者别离以发卖额、发卖量统计了2024年抖音平台排名前10位的童车/儿童轮滑产物。

▐ 发卖额 TOP10：全数为万万元单品

2024年，抖音平台发卖额排名前10位的童车/儿童轮滑包括儿童自行车、滑步车、卡丁车等细分类型，均实现了发卖额破万万元的成就。

这些产物重要来自6个品牌，发卖额排名第一名的是贝琦童儿童自行车，券后价于140~309元之间，发卖额跨越了3600万元。该产物的发卖额重要来自直播发卖（65.76%），且有98.66%的直播发卖额来自品牌自营直播；其次是商品卡，占比为29.06%。

老牌自行车品牌凤凰独有榜单5个席位，别离为第二、三、四、九、10位，发卖额最高到达3192.98万元，起码的也有1691.62万元。这5款童车的发卖额也重要来自直播发卖，别离占比为86.65%、87.97%、79.29%、83.11%、81.93%。而直播发卖额基本由品牌自营直播孝敬，仅少少的份额是来自达人直播带货。

∆凤凰牌儿童自行车

除了了前述6款产物外，上榜产物中以直播获取较多发卖额的产物还有有萌动力的儿童滑行车F1太空飞船（91.09%）、酷趣的KDC-309漂移卡丁车（80.14%）、神州鸟的儿童自行车（87.89%），且这3款产物超90%的直播发卖额来自在品牌自营直播。

∆酷趣的KDC-309漂移卡丁车

综上所述，上榜的10款产物中有9款都因此直播作为重要发卖额来历，独一破例的产物是小布丁的儿童滑步车。视频、直播、商品卡别离为该产物实现了37.99%、23.15%、38.87%的发卖额，属在各渠道发卖额漫衍相对于较匀称的产物；品牌自营仅为该产物孝敬了4.47%的发卖额，而达人推广为该产物孝敬了56.67%的发卖额。

▐ 销量 TOP10：数万到数十万辆不等

以销量统计的10款抖音热销童车/儿童轮滑产物包括了自行车、滑板车、滑步车、三轮车、扭扭车等；除了凤凰有2款产物上榜外，其他8款产物均来自差别品牌；榜单有5款产物登上了发卖额TOP10榜单。

起首是5款登上发卖额TOP10榜单的产物。小布丁儿童滑步车以46.8万多辆的销量位居榜单第1名，比第2名多销超26万辆；三个渠道孝敬的销量占比不同不年夜，别离为商品卡38.53%、视频37.54%、直播23.92%。

∆小布丁儿童滑步车

贝琦童儿童自行车以19.8万多辆的销量排于榜单于第3名，66.07%的销量来自直播、28.76%的销量来自商品卡；凤凰的儿童均衡车/滑步车、中年夜童碟刹山地脚踏单车别离以12.4万多辆、7.4万多辆位居榜单第4名、第9名，直播为产物别离孝敬了88.15%、86.81%的销量；神州鸟儿童自行车销量约为10.1万辆，排于榜单第7位，此中直播销量占比达88.24%。

∆神州鸟儿童自行车

再来看其他5款上榜产物。巧乐熊儿童滑行车位在榜单第2名，销量为20.1万辆；直播、商品卡别离孝敬了45.93%、41.29%的销量。宥恩妮儿童均衡车以10.2万辆位居第5名，此中85.77%的销量来自直播。

与上述产物以直播发卖为主差别，以10.19万辆销量排于第6位的芭奇豆儿童脚踏三轮车，其销量来历因此视频（51.64%）、商品卡（47.13%）为主；紫蓝童车店肆的三合一滑板车销量为8.9万辆，排于榜单第8名，此中商品卡销量占比为79.35%；艾美哆的易拉罐扭扭车以7.03万辆排于第10位，视频孝敬销量占比为75.5%。

∆三合一滑板车

Part2

年度热销品牌

按照抖音-童车/儿童轮滑类目数据，笔者别离统计了2024年童车/儿童轮滑品牌发卖额/销量TOP10榜单。总体来看，经典老牌拥有极强的市场招呼力，发卖额、销量均排于榜单前列；绝年夜大都品牌发卖额、销量呈增加态势，但客单价同比有增有减。

▐ 数目：15个品牌登上榜单

2024年童车/儿童轮滑品牌发卖额/销量TOP10总计有20个席位，触及品牌总计15个。此中，有5个品牌同时于两个榜单上榜，包括老牌自行车品牌凤凰（仅统计童车销量，不含成人自行车，下同），以2.02亿元的发卖额、69.2万辆的发卖量同时盘踞两个榜单的第1名，且别离比2023年实现了83.45%、59.55%的增加。

同为老牌自行车品牌的永世则盘踞发卖额榜第4名，实现发卖额4342.33万元，同比增加118.2%；以12.2万辆的销量登上销量榜第10名，同比增加106.7%。

∆永世儿童自行车

贝琦童、酷骑、神州鸟别离实现发卖额为7032.69万元、6253.5万元、2587.64万元，同比增加188.46%、1.61%、84.86%，位居发卖榜的第2名、第3名、第7名；别离实现销量36.2万辆、13.1万辆、16.1万辆，同比增加237.43%、50.9六、131.33%，位居销量榜第3名、第9名、第6名。

发卖额TOP10榜单中，排于第5名、第6名的没玩没了、贝易发卖额别离同比下滑27.16%、8.97%，是榜单唯二两个录患上发卖额下滑的品牌；排于第8—10名的品牌为迈多米、酷趣、贝迪宁，发卖额别离同比增加69.51%、947.09%、25.94%。

∆贝易儿童扭扭车

销量TOP10榜单中，小布丁位居第2名，实现销量51.3万辆，同比增加29.73%，是榜单增速起码的品牌；巧乐熊、芭奇豆位居第4名、第5名，别离实现销量29.5万辆、18.2万辆，同比增加8911%、6970.40%，是榜单增速最快的两个品牌；小虎子、宥恩妮以13.9万辆、13.4万辆的销量，登上榜单第7名、第8名，同比别离实现209.21%、437.91%的增加。

▐ 价格：各价位段均有需求

这两年，有关消费降级、客单价下滑的会商甚嚣尘上，行业也于存眷是否只有低单价的产物才有市场。仅以本次榜单统计数据来看，发卖均价笼罩差别价格段，可见各条理的产物均有必然的消费市场，但客单价同比下跌的征象更为遍及。

起首是发卖额TOP10榜单，10个品牌的发卖均价都于百元以上，此中均价于200元之内的品牌有2个、于200~500元之内的品牌有6个；酷趣、贝迪宁以1444.37元、1349.71元成为榜单唯二发卖均价过千元的品牌。

与2023年对于比来看，发卖均价同比实现增加与下滑的品牌各占一半。实现增加的品牌包括凤凰、永世、没玩没了、贝易、贝迪宁，增速别离为14.98%、5.56%、21.24%、0.42%、10.73%；贝琦童、酷骑、神州鸟、迈多米、酷趣别离录患上14.51%、32.69%、20.09%、0.24%、0.07%的下滑。

∆贝迪宁电动童车

其次是销量TOP10榜单，发卖均价最低为小虎子的28.74元、最高为酷骑的478.69元；百元之内的品牌共有4个、100~200元的品牌为3个、200元以上的品牌有3个。可见，可以或许走量的产物价格相对于会偏低些。

发卖均价与2023年比拟，实现下滑的品牌共有7个，别离为贝琦童、巧乐熊、芭奇豆、神州鸟、小虎子、宥恩妮、酷骑，下滑比例为14.51%、73.91%、25.18%、20.09%、8.41%、4.87%、32.69%；仅凤凰、小布丁、永世实现了增加。

来历：深圳童车婴童展（ID:babyandstroller）

作者：秦粤

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