但市场数据却呈现出另一种图景：中国母婴行业市场交易规模仍在增长，多个细分品类在存量市场中实现逆势高增。这意味着行业增长逻辑已从"人口红 利驱动"转向"价值红利挖掘"，对于B端品牌与渠道而言，精准把握高潜力增长品类成为破局关键。 核心增长品类 从数据看市场机会在哪里 1.中大童服饰：年龄延伸催生千亿增量市场 新生儿数量下滑倒逼市场将目光投向存量人群，中大童服饰成为爆发式增长的品类。百元内平价市场构成基本盘，同时300-500元大众市场与500元+高端 市场增速远超行业平均水平。材质创新成为增长核心驱动力，天然材质需求爆发，创新面料增速更是惊人。功能上，防晒、防蚊、抗菌等防护属性与无 骨、透气等舒适设计形成刚需组合，而运动风、甜美风等风格升级则打开了情感消费空间。 2.婴童营养品：政策与需求双轮驱动的黄金赛道 链接报名 文｜中童传媒记者 木风 当新生儿数量持续走低，婴配粉市场的增长瓶颈愈发凸显，曾经依赖单一品类支撑的母婴行业正面临前所未有的转型压力。 童鞋品类通过功能升级与场景创新实现逆势增长，其增长逻辑源于对"安全防护"与"情感体验"的双重满足。童鞋品类的竞争已超越基础功能，转向"专业 技术+IP赋能"的复合维 ...

Investment Rating - The report indicates a positive outlook for the parenting and maternal-infant industry, emphasizing the transition towards a "child-centered" approach in parenting, which is expected to drive growth in this sector. Core Insights - The parenting perspective is shifting from a "top-down" command style to a "peer-level" dialogue, with a focus on understanding children's needs and emotions as central to parenting and consumption decisions [4][31]. - The new generation of parents, particularly those born in the 1990s and 2000s, prioritize self-care and balance in parenting, rejecting the notion of "sacrificial parenting" [29][35]. - The concept of "精细化" (refined parenting) is emerging, where parents seek tailored solutions for their children's developmental stages, leading to a demand for more specific and high-quality products [15][39]. Summary by Sections 1. Changes in Parenting Stages and Concepts - The report highlights a significant evolution in parenting concepts, driven by a decline in birth rates and a growing emphasis on quality over quantity in child-rearing [29][60]. - Parents are increasingly focused on the emotional and psychological aspects of parenting, seeking products that provide safety and reassurance [9][13]. 2. Demand for Refined Consumption - The report outlines a shift towards "精细化消费" (refined consumption), where parents are willing to invest more in high-quality, scientifically-backed products for their children [31][45]. - The spending on maternal-infant products is projected to grow significantly, with parents prioritizing safety and effectiveness in their purchasing decisions [62][43]. 3. Rise of Youth Consumer Power - The report notes the increasing influence of youth consumers, particularly teenagers, in family decision-making processes, reshaping traditional family dynamics [24][60]. - This demographic shift is prompting brands to adapt their marketing strategies to resonate with younger parents and their unique needs [19][39]. 4. Deepening Connections through Content - The importance of high-quality content in building trust between brands and families is emphasized, with parents seeking relatable and emotionally resonant narratives [19][20]. - Brands are encouraged to create engaging content that aligns with the "child-centered" parenting philosophy, fostering a sense of partnership with parents [19][20]. 5. Market Growth and Potential - The maternal-infant market in China is projected to experience robust growth, with a compound annual growth rate (CAGR) expected to accelerate from 2018 to 2030 [44][43]. - The report identifies significant opportunities for brands that can effectively navigate the evolving landscape of parenting and consumer expectations [43][45].

Group 1 - The core viewpoint of the articles highlights the acceleration of health consumption policies and the resulting opportunities for the health industry, as evidenced by the construction of pocket parks, greenways, and fitness facilities across the country [1] - The promotion of health consumption is expected to attract more enterprises into the health market, driving market growth, innovation in business models, and optimization of consumption structure [1] - The rising trend of health-conscious eating is reflected in the significant increase in searches for "light meal restaurants" and "fitness membership cards" on platforms like Meituan, indicating a shift in consumer preferences towards healthier food options [1][2] Group 2 - The demand for functional beverages and health products is increasing, with categories like infant nutrition and fish oil seeing high sales during shopping events, suggesting a growing market for effective nutritional products [2] - The integration of sports and tourism is being promoted, with various events and activities attracting tourists, indicating a trend towards health-oriented tourism experiences [2][3] - The sports tourism market in China is projected to grow at a compound annual growth rate of 13.3% from 2025 to 2030, reflecting the increasing importance of health awareness in tourism [3] Group 3 - The health consumption market is characterized by rapid growth, innovative business models, and an optimized consumption structure, driven by heightened health awareness among consumers [4] - The market is attracting more enterprises, with a notable increase in the registration of health-related companies and outdoor sports enterprises in recent years [4] - Financial support systems are evolving to enhance health consumption, with initiatives aimed at promoting digital, green, and health-related consumption [4]