第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

“周全二孩”政策实行后，海内母婴相干行业迎来快速成长期，此中专业办事母婴群体、发卖母婴产物的母婴渠道受存眷极高。在玩具业而言，母婴渠道被视为厂贸易绩的新增加点；在母婴渠道而言，玩具也被认为是实现差异化竞争的品类。然而，高速成长的母婴渠道最近几年逐渐堕入谋划困境，并影响到了与其互助的婴幼玩具厂商。

渠道分解负面信息多

2016年之后，母婴渠道进入高速成长期，京东母婴体验店、苏宁红孩子、孩子王、乐友、可爱可亲等品牌都加快开店，抢占母婴市场；宝宝树、爱婴室、孩子王等乐成上市。这类繁荣于几年以后逐渐走向分解。

孩子王是母婴渠道高速成长后快速突起的代表（资料图）

最近几年的母婴渠道留给公共的可能是消极、负面信息，好比京东母婴体验店逐渐衰败、苏宁红孩子全数封闭、乐友行将被孩子王收购、贝店拖欠供货商货款等。

“广东这边母婴渠道不太好。可爱可亲倒闭了，咿呀也关店了，零星的伉俪店也关了不少。咱们此刻互助的母婴体系就是清远的爱婴坊，其他的要末收款难，要末关店没互助了。”广州市宝爱婴童用品有限公司总司理叶宇清告诉记者。

济南纳虎儿童玩具备限公司（下称“纳虎玩具”）此刻定位是玩具潮玩品牌运营专业办事商，建立16年来，一直很是器重婴幼玩具板块。公司总司理程风华告诉记者，纳虎玩具重要办事山东省的年夜部门母婴门店。“最近几年新生儿数目削减，带来的综合影响是消费整体降落，从业者决定信念不足，行业内卷很是严峻。母婴门店数目削减约20% 30%。”

孩子王、爱婴室属在零售连锁母婴品牌，只管已往三年谋划也碰到了些难题，但至少还有能实现盈利。2021年10月于创业板上市的孩子王，2021年、2022年别离实现营收90.49亿元、85.20亿元，同比有升有降，净利润倒是持续两年以百分之三四十的比例于下滑。此外，企业每一年城市开新店、关旧店，但总门店数是上升的 由2021年底的495家，增长到2023年上半年的508家。

同为上市公司，爱婴室于2020—2022年间，别离实现营收22.56亿元、26.52亿元、36.19亿元，仅2020年的营收同比2019年有下滑，其他两年都是上升趋向；2020—2021年的净利润均呈下滑趋向。跟着2021年末收购华中第一母婴连锁品牌贝贝熊，爱婴室旗下门店数到达了500多家。

2020—2022年孩子王、爱婴室营收和净利润

（单元：亿元）

母婴体系关店比例高

母婴渠道快速成长时，玩具厂商都将其作为重点结构对于象，且至今仍是许多品牌的重点互助渠道。恰是由于这类深切的互助，厂商对于母婴渠道的近况、存于问题认知越发清楚。

奥飞文娱株式会社旗下的澳贝品牌卖力人暗示，整个母婴行业都因新生人口的削减而遭到了影响，渠道属在锁紧的状况。“许多及咱们互助的客户及体系，于这几年都以控库存、看利润为导向。这就要求品牌方要提供有更年夜溢价及毛利空间的产物。”

厂家与母婴渠道告竣不变互助的要害除了了产物，还有有互助方式。谷雨婴幼玩具厂发卖总监傅建平提到，经由过程一些平台来及母婴渠道互助是比力好的。“母婴店可以按照本身的需求选择货色，厂家于接到信息后也能够立刻举行共同发货，平台可以集中上风去做宣传推广，对于厂家来讲省时省力。”

母婴渠道成长环境欠安，对于婴幼玩具渠道商影响很年夜。新疆沐梓晟祺商贸有限公司总司理李猛告诉记者，新疆地域母婴体系关店的许多，范围较年夜的两个母婴连锁体系，关店率别离为30%、40%，反而是伉俪小店情势的母婴店存活率高一些。“母婴体系关店对于咱们母婴产物方面的事迹影响约30%。”

程风华很承认玩具是母婴渠道的增加点这一不雅点，这也是他于许多行业集会上，尽力呼吁母婴渠道器重玩具的缘故原由。“遗憾的是，婴幼玩具于母婴渠道总销量占比喻面并无显著变化，依然以送礼的摇铃、健身架为主。”他还有提到，许多母婴门店于缩减玩具板块，大都只选择比力好卖的品牌如伟易达、优乐恩、美贝乐等，新的好品牌露面很少。

摸索新模式新时机

“从澳贝17年的市场履历看，母婴渠道一是要有适合的产物，产物功效差异化要从婴幼儿发育的需求出发才能有溢价力；二是年青妈妈喜欢的营销方式更多样化，门店可以测验考试开展小红书站外种草引流、达人探店等勾当。”澳贝品牌卖力人建议道。

据相识，母婴渠道已经经于测验考试差别的方式晋升事迹，好比入驻电商平台、推出自有线上商城、开串通城配送、进级门店、打造更多互动空间、举办各类线下勾当等。这些举措多数是集中于办事、勾当、购物体验等方面。而于产物方面，母婴渠道多存眷的是奶粉、养分品、辅食等，对于玩具的器重度相对于不高。

于母婴渠道，玩具的动销简直不如奶粉等耗损品，但利润率可不低。爱婴室2022年报提到，玩具和出行产物的毛利率为36.9%，比奶粉的18.36%、用品的30.67%、食物的34.25%都要高。

广东启智立异教诲科技有限公司董事长陈泽强也提到，浩繁的陈诉和行业数据都显示，玩具消费已经经跨越童装、洗护等品类，站于第一梯队。“于母婴店，奶粉、尿布等类型产物中，价格相对于透明，利润空间于不停被压缩，反不雅玩具多样性及需求增加。并且玩具长短标品，很是有助在门店打造差异化，且终端体验感、与消费者互动远超其他品类。”

玩具可以或许增长母婴渠道的体验性、互动性（资料图）

深耕母婴渠道多年，程风华对于该渠道十分相识。“母婴渠道处于激烈盘整期。对于门店来讲，怎样于存量市场吸引更多主顾、留住更多主顾，怎样成交、怎样挖潜等，都是需要解决的问题。”程风华认为，母婴渠道不缺玩具，缺的是卖好玩具的要领。作为母婴渠道商，需要于助力门店引流、锁客等方面提供有用的方案及培训办事，需要培训门店职员的玩具专业常识技术等。“这些年，纳虎玩具的‘尖品动销’模式，就是此中的立异做法，效果较着。”

来历：《中外玩具制造》杂志

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CONNECT:[ UseTime:0.007251s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.004892s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004426s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.004793s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004395s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.004265s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.004681s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.004292s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.004761s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004194s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.004689s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004248s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004253s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004314s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004250s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004248s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004266s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004205s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004201s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004348s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.004221s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004288s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.004187s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004283s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.004640s ]SELECT * FROM `ta_article` WHERE `id` = 219 LIMIT 1 [ RunTime:0.004418s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.004304s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004310s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.004666s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004191s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004218s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004277s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.004274s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004314s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.004335s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.004261s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.004198s 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`id` = 17 LIMIT 1 [ RunTime:0.004213s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.004225s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.004745s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004214s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004195s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004197s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004236s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004189s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004218s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004240s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.004812s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004229s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004225s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.004207s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.004676s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004260s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004235s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004239s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.004242s ]-必一运动官网