Core Insights - The Chinese maternal and infant market is undergoing structural changes, with newborn numbers expected to fall below 10 million for three consecutive years from 2022 to 2024, a nearly 40% decrease from the peak average of over 17 million [1] - The consumer base of 90s and 00s parents is shrinking, with the marriage registration numbers also declining, indicating a shift towards a stock competition phase in the industry [1] - Despite the challenges, there is a growing health consciousness among new parents, leading to a focus on precise child-rearing and a willingness to invest in specialized nutritional products [2] Industry Trends - The current market shows a significant generational shift, with over 60% of consumers actively monitoring children's height development and prioritizing specialized nutritional supplements [2] - The existing child nutrition market is saturated with homogeneous products, leading to price wars and compressed profit margins, which threaten the industry's sustainable development [2][5] Company Strategy - 麦乐集团 (Mile Group) aims to redefine the children's nutrition sector by introducing unique products based on three golden standards: uniqueness, effectiveness, and safety [3][4] - The company has partnered with top international research institutions to create a comprehensive health ecosystem, addressing the core issues of product homogeneity and safety in the children's formula market [5] Product Innovation - The introduction of the first domestic growth factor IGF-1 children's milk powder and a new formula combining IGF-1 with comprehensive bone nutrition aims to break the cycle of product sameness [6][9] - The 熊小高超凡臻高 children's milk powder features a patented formula that has received EU invention patent certification, focusing on bone growth and cognitive development [9][11] Safety Standards - 麦乐集团 has established the highest safety standards in the industry, with products adhering to an "8-zero formula" and achieving zero levels of seven types of hormones, ensuring consumer trust [15] - The 臻护高臻高荣耀 series is the first children's growth milk powder in China to pass comprehensive hormone testing, setting a new benchmark for safety [15] Consumer Trust and Education - The effectiveness of products is becoming a key consideration for consumers, with over 70% of parents prioritizing clinical evidence over brand reputation when purchasing height growth products [13] - 麦乐集团 has developed a professional training system for height management and established partnerships with medical institutions to provide reliable growth management services [13][17] Long-term Vision - The company emphasizes a scientific approach to child height management, advocating for a clear distinction between nutritional support and medical intervention [17][18] - 麦乐集团 aims to reshape industry standards by focusing on genuine problems and innovative solutions, positioning itself as a leader in the global child nutrition market [18]