摘要 白皮书聚焦中国母婴市场发展现状、互联网母婴平台生态及垂直平台发展趋势。中国家庭的育儿消费水平领先全球，近两年来，各省市的生育普惠政策推动 出生人口正增长，母婴消费规模持续扩大。社会共育氛围提升的背景下，90后及00后一代的年轻父母注重个性化、科学化育儿。互联网母婴行业用户规模稳 定，粘性增强，亲宝宝等垂直平台以专业服务和高用户信任度领跑市场。与此同时，AI 技术加速渗透母婴垂直行业，推动母婴平台服务向全链路、智能化 升级，专业化、科学化成为用户信赖的核心能力，也是行业增长核心动力，赋能用户育儿和品牌营销。 目录 01.中国母婴市场发展现状 1.中国新生人口规模变化及母婴市场规模 1)全国各地积极落实生育普惠政策，多个省份2024年出生人口正增长 4.本章小结 母婴垂直平台不再是 "单一工具集合"，而是 "家庭育儿伙伴"，亲宝宝等头部平台正在依托AI提升母婴全链路服务能力。 互联网母婴平台生态现状 3)AI硬件作为新兴育儿成员，兼顾专家助手和情感伙伴的双重角色 2)中国母婴消费规模逐年增长，育儿消费水平在全球范围内排名前列 2.新生代父母的亲子观念及育儿需求变化 1)社会共育氛围不断提升，家庭与社会协作育 ...

Core Insights - The article emphasizes that brand-driven strategies are essential for sustainable growth in a competitive market where companies face challenges of stagnation and homogenization [1][2] - It highlights the need for companies to transition from a sales-driven approach to a brand-driven one, focusing on long-term brand equity rather than short-term ROI [2][4] Brand Building Strategy - The core of brand building lies in creating differentiation and establishing a sustainable trust relationship with consumers [4][5] - The strategic framework for brand building involves guiding consumers through six stages: awareness, consideration, purchase, usage experience, loyalty, and advocacy [2][4] - Data indicates that brand influence on consumer purchasing decisions is paramount, accounting for 33%, surpassing other factors like product and price [2][6] Importance of Hard Advertising - Hard advertising is regaining importance as it effectively communicates brand differentiation and ensures clarity in messaging [5][6] - It achieves high reach and coverage, particularly through mainstream media, which enhances brand recall among consumers [6][7] - Hard advertising benefits from the credibility of authoritative platforms, creating a strong social consensus around the brand [7][8] Embracing Certainty in Brand Growth - In a variable market environment, sustainable brand growth increasingly relies on controlling certainty through reliable communication channels and consistent brand messaging [8][9] - The strategic value of hard advertising is being recognized, with brands shifting their focus back to traditional media for broader brand recognition and core value communication [9] Conclusion - Sustainable growth fundamentally depends on brand-driven strategies that establish clear and meaningful differentiation in consumer minds [9]

Core Viewpoint - The article highlights the recent price increases of baby products such as milk powder and diapers, occurring just before the implementation of childcare subsidies, causing financial strain on families [1] Group 1: Price Increases - Baby formula prices have reportedly increased by over 60 yuan per can within a month [1] - Diaper prices have risen by several to tens of yuan, despite unchanged specifications [1] - Brands affected include Yili's Jinling Crown for milk powder and An'erle and Huggies for diapers [1] Group 2: Brand Responses - Yili has not responded to inquiries regarding the price increase [1] - An'erle's official customer service denied the price hike rumors, attributing price variations to different promotional activities [1] - Huggies' official customer service stated that prices vary based on different promotional periods [1]