在经历了龙宝宝带来的回暖后，2025年的婴配粉市场迎来了久违的"平静"，市场回暖、秩序逐步恢复，让行业在深度调整中"缓了一口气"。但今年出生人口 数下滑的预期、下半年奶粉红利的衰退，让行业也在悄悄做好新一轮竞争的准备，无论是乳企悄悄调整产品结构，还是渠道的加速整合，都让这平静之下暗 流涌动。 行业今年"缓了口气" 上午9点半，山东威海小型母婴连锁创始人王浩按时打开了店门，冬季的威海也是旅游淡季，城市也看起来冷清了许多，整个上午只有几个客人进店，但他 也习以为常。"来人就卖、不来人就歇着。"王浩告诉记者。 王浩从事母婴行业已经十六年，经历了疫情期间生意断崖式下跌和疫情后激烈的奶粉价格战，如今门店的生意规模比疫情前有近5成的下滑。好在龙年出生 人口数的回升，让奶粉市场价盘和秩序开始恢复正常，也让王浩今年感觉市场重新有了生气，让人有种"缓了口气"的感觉。 不过在王浩看来，这种平静感并不是来自于行业回暖，而更像是来自新常态的逐步建立。今年以来，奶粉市场破价促销和窜货情况有明显好转，门店奶粉销 售量也终于止住了下滑，门店利润也有所回升。企业也适应了新市场趋势，经销商的业务员也少了几分焦虑感，不再一个劲地往店里跑，而是" ...

Core Viewpoint - The article discusses the challenges faced by maternal and infant brands transitioning to e-commerce, highlighting their struggles with profitability and the impact on traditional retail channels [1][5][6]. Group 1: E-commerce Challenges - Many maternal and infant brands that have moved online are experiencing significant difficulties, often resulting in losses despite increased sales [2][3]. - The reliance on heavy spending for traffic acquisition leads to a situation where brands are essentially working for e-commerce platforms without achieving profitability [3][5]. - Brands that initially sought to expand their sales through e-commerce are now facing declining total sales, creating a dilemma between continuing online efforts or reverting to traditional retail channels [6][7]. Group 2: Impact on Traditional Retail - The decline in birth rates has led to a significant number of maternal and infant stores closing, despite some remaining successful [6][7]. - The overall contraction of the maternal and infant retail sector is evident, with many traditional stores unable to compete effectively against e-commerce [7][8]. - The survival of the maternal and infant retail sector is crucial for brand diversity, as a monopolized e-commerce environment could leave brands vulnerable to platform dominance [7][8]. Group 3: Future Prospects and Solutions - The potential for channel integration and modernization of maternal and infant stores is seen as a way to revitalize the sector and provide brands with more leverage against e-commerce platforms [8][10]. - Successful modernization of the maternal and infant retail channel requires support from brand stakeholders to attract younger consumers and ensure the sector's sustainability [10].