Core Viewpoint - The expected peak in birth rates during the Year of the Dragon did not materialize, yet the company Aiyingshi reported strong performance in the first half of 2025, achieving revenue growth despite demographic challenges [1] Financial Performance - Aiyingshi achieved operating revenue of 1.835 billion yuan, a year-on-year increase of 8.31% - The net profit attributable to shareholders was 47 million yuan, up 10.17% - The net profit excluding non-recurring items reached 37 million yuan, reflecting a growth of 20.65% [1] Market Strategy - The company capitalized on the trend of increased spending per child among parents born in the 1980s and 1990s, focusing on premium products and services [1] - Aiyingshi's growth was attributed to a dual-channel strategy, expanding offline stores while enhancing online presence through new media platforms [1][2] Store Expansion - Aiyingshi focused on expanding its direct-operated stores in East, Central, and South China, ending the reporting period with a total of 487 stores [2] - The company opened 20 new stores in East China, 6 in South China, and 9 in Central China during the reporting period [2] Revenue Structure - Revenue from various business segments included: - Store sales: 1.28 billion yuan (up 5.76%) - E-commerce: 760 million yuan (down 14.87%) - Maternal and infant services: 200 million yuan (up 13.44%) - Supply chain management: 365 million yuan (up 31.04%) [2][3] Supply Chain Optimization - Aiyingshi's revenue growth was significantly driven by its maternal and infant health supply chain management business [2] - The company implemented a supply chain network optimization strategy, enhancing market penetration and operational efficiency [4] O2O Integration - The company developed an O2O (Online to Offline) instant fulfillment network, partnering with platforms like Meituan and Ele.me to improve delivery efficiency [5] - O2O channel revenue accounted for 18% of total revenue, with a gross margin 3.2 percentage points higher than traditional e-commerce [5] Private Label Strategy - Aiyingshi's private label products now account for 35% of its offerings, allowing for better cost control and product differentiation [5] - The integration of supply chain management with product development has led to a 70% success rate for new product launches [5]

Policy Overview - The Chinese government has introduced a child-rearing subsidy of 3,600 RMB per child per year for families with children under three years old, starting from January 1, 2025, benefiting over 20 million families annually[4] - The government plans to implement free preschool education for public kindergartens starting from the fall semester of 2025, eliminating care fees for the final year of preschool[4] Regional Policy Impact - In Tianmen City, Hubei Province, families with three children can receive subsidies up to 225,100 RMB, leading to a notable increase in birth rates for the first time in eight years[4] - Cities like Shenyang, Hangzhou, Ningxia, and Changchun have seen varying degrees of birth rate recovery in the year following the implementation of child-rearing subsidies, with some areas exceeding the national average[6] Historical Context and International Comparison - China's birth policies have evolved through three stages since 1970, with a slight recovery in birth rates expected in 2024 after years of decline[4] - Internationally, countries like France have successfully maintained higher birth rates through effective child-rearing subsidies, while East Asian countries like Japan and South Korea continue to struggle with low birth rates despite similar policies[4] Industry Opportunities - The child-rearing subsidy is expected to benefit four key sectors: 1. Maternal and infant products, particularly domestic brands[4] 2. Maternal and infant retail channels, favoring strong national and regional brands[4] 3. Pediatric healthcare, with increased demand for pediatric services and assisted reproductive technologies[4] 4. Early childhood education, with a rise in demand for inclusive childcare services[4] Risk Factors - Potential risks include macroeconomic fluctuations, market competition, and the possibility that subsidy levels may not meet expectations[4]

Group 1 - The combination of the Dragon Boat Festival and Children's Day has significantly boosted both online consumption and offline travel, showcasing holiday vitality [2] - Young consumers, particularly those born after 1995 and 2000, have become the main force in online consumption during the holiday, with a notable increase in demand for ride-hailing services [2][5] - The "30-minute delivery" model has gained popularity among young shoppers, leading to a surge in sales of various products during the holiday [2] Group 2 - The e-commerce promotion during the holiday, particularly the "618" sales event, has led to a doubling of sales for various outdoor and sports-related products compared to the same period last year [3] - The sales of children's products have seen remarkable growth, with some categories experiencing increases of up to 700% compared to last year [3] - Over 800 brands and retailers reported significant sales increases during the "618" event, with many achieving double the sales compared to the previous year [3][4] Group 3 - The demand for ride-hailing services surged during the Dragon Boat Festival, particularly for events like the 2025 China Dragon Boat Race, which saw a tenfold increase in ride requests compared to last year [5] - The trend of visiting theme parks has also gained traction, with ride-hailing demand for these locations increasing by 65% compared to the pre-holiday period [6] - Traditional customs such as ancestor worship have also driven up ride-hailing demand, with significant increases noted in various regions [6]