随着童装童鞋行业市场规模的逐年上升和竞争的日益激烈，品牌在线上的营销投入不断增加，尤其是社交媒体平台的崛起为品牌带来了新的挑战与机遇。本研究以安踏儿童品牌为例，探讨了其在抖音电商平台的营销战略，分析了市场环境，并提出了一系列针对性的营销策略。通过对我国童装童鞋行业现状的调查研究表明，童装童鞋行业前景广阔，社交媒体平台如抖音已成为重要的电商平台。安踏儿童在抖音平台的发展经历了起步、发展和转型阶段，但面临产品组合局限、价格带缺失、营销效率低下和平台布局单一等问题。本文采用PEST分析、竞争分析和SWOT分析等工具，全面分析了安踏儿童抖音平台的营销环境。分析结果显示，当前和未来的政治、经济、社会和技术环境均有利于安踏儿童的发展。然而，面对激烈的行业竞争，安踏儿童需要优化品牌组合和调整策略，如实施精细化产品细分和差异化战略，加大对电商平台的投入，推动企业数字转型，探索线上线下融合的全渠道营销模式。通过STP分析，本研究将安踏儿童抖音平台市场细分，并锁定目标市场，确立市场定位。针对四类用户群体（年轻妈妈、成熟妈妈、年轻爸爸、成熟爸爸），制定了相应的市场策略，保护成熟妈妈基本盘：强调产品的安全性和可靠性，满足成熟妈妈对孩子健康的关注。在成熟爸爸上寻求突破：推出具有创新设计和科技感的产品，吸引成熟爸爸的关注和购买欲望。尝试撬动年轻妈妈：针对年轻妈妈的需求和品味，设计更时尚、多样化的产品，并通过供应链优势和产品设计研发提供价值。最后，根据分析结果，制定了安踏儿童抖音平台未来的产品策略、定价策略、沟通策略和渠道策略。建议增加童装类型产品，推出低价和高性价比产品，举办促销活动，利用目标用户的偏好视频投放广告，以及KOL/KOC推荐提高曝光度，同时对现有店铺进行拆分和新设店铺以吸引不同类型的消费者。本研究的结论为安踏儿童抖音平台的营销战略提供了理论依据和实践指导，有助于品牌在竞争激烈的市场环境中保持竞争优势，实现长期发展。

With the year-on-year rise in market size and increasingly fierce competition in the children‘s clothing and footwear industry, businesses are investing more and more in marketing online, and the rise of social media platforms in particular has created new challenges and opportunities for businesses. Taking the Anta Kids brand as an example, this study explores its marketing strategy on the TikTok e-commerce platform, analyzes the market environment, and proposes a series of targeted marketing strategies.The investigation and research on the current situation of the children‘s clothing and shoe industry in China shows that the children‘s clothing and shoe industry has a broad prospect, and social media platforms such as TikTok have become important e-commerce platforms. The development of the Anta Kids in TikTok platform has experienced the start, development, and transformation stages, but faces the problems of limited product mix, missing price bands, low marketing efficiency, and single platform layout.This paper adopts tools such as PEST analysis, competition analysis, and SWOT analysis to comprehensively analyze the marketing environment of the Anta Kids on the Tiktok platform. The analysis results show that the current and future political, economic, social, and technological environments are favorable to the development of Anta Kids. However, in the face of fierce industry competition, Anta Kids needs to optimize its brand portfolio and adjust its strategies, such as implementing refined product segmentation and differentiation strategies, increasing investment in e-commerce platforms, promoting corporate digital transformation, and exploring an omnichannel marketing model that integrates online and offline.Through STP analysis, this study segments the market for Anta Kids on the TikTok platform and establishes a market position for the market. Aiming at four types of user groups (young mothers, mature mothers, young fathers, mature fathers), the corresponding market strategy is formulated to protect the mature mothers‘ basic plate: emphasize the safety and reliability of the products to satisfy the mature mothers‘ concern for their children‘s health. Seek breakthroughs on mature dads: launch products with innovative designs and a sense of technology to attract the attention and purchase desire of mature dads. Try to pry young moms: design more fashionable and diversified products to meet the needs of young moms, and provide value through supply chain advantages and product design and development.Finally, based on the results of the analysis, the future product strategy, pricing strategy, communication strategy, and channel strategy of Anta Kids on the TikTok platform are formulated. It is recommended to increase the number of children‘s clothing type products, launch low-priced and cost-effective products, organize promotional activities, utilize the target users‘ preference videos to place advertisements, and KOL/KOC recommendations to increase exposure, as well as split existing stores and set up new stores to attract different types of consumers.The conclusions of this study provide a theoretical basis and practical guidance for the marketing strategy of the Anta Kids brand on the TikTok e-commerce platform, which will help the company maintain its competitive advantage in the highly competitive market environment and realize long-term development.