国家育儿补贴方案正式落地，母婴品牌如何迎战政策的风口？

Group 1 - The national childcare subsidy plan will provide cash subsidies of 3,600 yuan per year for children under three years old, benefiting over 20 million families annually starting from January 1, 2025 [1] - The subsidy is expected to stimulate the expansion and growth of the maternal and infant consumption market, making maternal and infant stores a competitive battleground for brands [1] - The channel layout's penetration rate directly affects the brand's reach to consumers and the efficiency of product circulation, which in turn determines the brand's long-term competitiveness in the market [1] Group 2 - Simply expanding channel breadth is insufficient; empowering channels and fine management are crucial for maternal and infant brands [2] - The "Baby Festival" IP created by Hehe Group and its partners led to a 40% increase in new customers and a 27% increase in sales during the event [2] - Hehe Group initiated the "Maternal and Infant Nutrition Literacy Improvement Action," collaborating with over 500 maternal and child health institutions to conduct 3,000 health education activities [2] Group 3 - Short-term benefits from the subsidy may lead to explosive performance, but long-term commitment is essential for stable growth in a competitive market [3] - Hehe Group reported a 46.9% growth in infant formula sales in mainland China as of February 28, 2025, according to Nielsen [3] - The childcare subsidy policy is expected to serve as a litmus test for brand competitiveness in the rapidly evolving maternal and infant industry [3]