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].