Zhong Guo Chan Ye Jing Ji Xin Xi Wang·2025-04-22 23:50Core Viewpoint - The introduction of maternity subsidies by leading dairy companies, such as Feihe and Yili, aligns with the national direction of creating a fertility-friendly society, reflecting a shift in the dairy industry from price competition to multi-dimensional competition involving technology, service, and ecology [1][2][4]. Group 1: Company Initiatives - Feihe has launched a nationwide maternity subsidy program worth 1.2 billion yuan, covering families with one, two, or more children, aiming to reduce childcare costs [1][3]. - Yili announced a 1.6 billion yuan maternity subsidy plan that includes comprehensive services from pregnancy to the child's third year, such as health management and expert consultations [3][6]. - Mengniu has implemented an internal "three-child congratulatory fund" providing up to 180,000 yuan in cash subsidies for employees having three children [3]. Group 2: Market Context - The declining birth rate and increasing aging population in China have prompted the government to introduce various policies to encourage childbirth, including maternity subsidies and extended maternity leave [2][4]. - As of now, 23 provinces in China have implemented varying degrees of maternity subsidy policies, creating a diversified support system for families [2]. - The overall market for infant formula continues to face challenges, with a reported 7.4% decline in sales in 2024 compared to the previous year, although this marks a slight improvement in the rate of decline [5]. Group 3: Strategic Implications - The maternity subsidy initiatives are seen as marketing strategies that can enhance brand loyalty and attract more consumers, helping companies navigate the pressures of declining market demand [5][6]. - Companies are encouraged to integrate their maternity subsidy programs with broader service offerings, such as prenatal consultations and nutritional guidance, to strengthen consumer connections and demonstrate social responsibility [6]. - Future strategies should focus on sustainable business practices, including increased R&D for lifecycle nutrition products and optimizing supply chain efficiency to improve operational performance [6].