Core Viewpoint - The article discusses the potential price increase of contraceptive pills due to the adjustment of the VAT policy in China, effective from January 1, 2026, which will no longer exempt contraceptive products from VAT [2][4]. Group 1: VAT Policy Changes - The exemption from VAT for contraceptive drugs and devices has been in place since the 1990s, aimed at supporting family planning policies. The new VAT law will end this exemption, reflecting the government's shift towards encouraging childbirth and optimizing population structure [4]. - The removal of the VAT exemption will impact companies by increasing their cost structure, as they will no longer be able to deduct input VAT on raw materials and production equipment, leading to potential price increases for consumers [4][5]. Group 2: Market Impact and Pricing Strategies - Experts suggest that the increased tax burden may lead to a price hike in contraceptive products, but companies must balance consumer acceptance with their business goals. A differentiated pricing strategy is recommended, where products with high repurchase rates may see a controlled price increase of 3%-5% [6]. - The competitive landscape in the reproductive health industry is expected to intensify, with larger companies benefiting from economies of scale and better cost management, while smaller firms may struggle to maintain profitability [9]. Group 3: Market Trends and Projections - The contraceptive market is projected to reach 8.5 billion yuan by 2025, with a compound annual growth rate of 11.3%. The cancellation of the VAT exemption is anticipated to reshape market dynamics, favoring larger firms with scale advantages [9]. - The article highlights that the sales of the emergency contraceptive "Levonorgestrel" have seen a decline, with sales in physical pharmacies reaching 72 million yuan in the first half of 2025, a year-on-year decrease of 17.08% [7].