The Second Half of the Maternal and Infant Market: Breaking Through with Both Scientific Research and Full-Age Coverage | World Research Consumer Index Brand List Vol.93

The current maternal and infant industry is shifting from scale expansion to in - depth value exploration. The milk powder market presents a two - line competition: domestic brands focus on scientific research breakthroughs, while foreign brands strengthen their advantages and deepen their development. Meanwhile, the maternal and infant products market is accelerating to bid farewell to the traffic competition. Leading brands reshape value through the closed - loop of concepts and the popularization of technology. Product competition has been upgraded from functional satisfaction to a multi - dimensional contest of scientific research, concepts, and experiences. As the "traffic" fades, the era of "retained customers" truly arrives. Where exactly is the next path for the industry?

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During this monitoring period, a2, Yili, and Kangaroo Mommy ranked in the top 3 of the list with comprehensive popularity indexes of 1.75, 1.72, and 1.62 respectively.

Differentiated Game between Domestic and Foreign Brands in the Milk Powder Market: Scientific Research Depth Determines High - end Position, and Full - age Layout Explores Increment

In the milk powder market, a dual - dominant pattern of "domestic brands deeply cultivating the local market + foreign brands strengthening their advantages" has been formed. This month, the core actions of leading brands revolve around two major directions: deepening scientific research and expanding the customer base.

Domestic brands take local scientific research as the anchor point and break through to the full - age segment. For example, Feihe released the molecular mechanism of HMO affecting the "gut - brain axis" of infants at the World Artificial Intelligence Conference, upgrading the product efficacy from basic immunity to the level of brain development intervention, and consolidating the high - end infant formula milk powder barrier with hardcore scientific research. It also simultaneously promotes the "full - life - cycle nutrition" strategy and launches Aiben Yuedong Protein Nutrition Powder, precisely targeting the middle - aged muscle maintenance market.

Jinlingguan continues to deeply cultivate breast milk simulation research. It released a "six - in - one" breast milk simulation system at the Maternal and Child Nutrition Annual Conference. Its special medical formula "Tuofei'er" has passed clinical verification, covering segmented needs such as premature birth and allergies, and breaking through the long - term monopoly of foreign brands in the special medical field with local scientific research.

Foreign brands adhere to their differentiated core advantages. Taking a2 as an example, it always bases on the scientific research and evidence of A2 - type protein. The newly launched Genesis™ Purple Series is equipped with the patented formula of "A2 - type protein + HMOs + OPO", supporting high premiums with a scarce nutritional combination, achieving a breakthrough in the ultra - high - end market, and broadening the product layout. At the same time, it relies on technological accumulation to expand the full - life - cycle matrix, achieving full coverage of family nutrition scenarios.

Aptamil focuses on the immune nutrition market. It strengthens the transparency of the formula by quantifying the types and contents of HMOs and continues to deeply cultivate the minds of high - end users through cross - border channels. It is not difficult to see that the depth of scientific research determines the high - end competitiveness of brands, and the full - age layout opens up the growth ceiling. The two together become the core variables in the differentiation of the market pattern.

Key Points of the Maternal and Infant Products Market Shifting to In - depth Value Exploration: Closed - loop of Concepts and Popularization of Technology Reshape the Anchor Point of User Value

 In the maternal and infant products market, the market is at a critical juncture of shifting from "traffic involution" to "in - depth value exploration". Leading brands are building core barriers with differentiated strategies.

As a benchmark in the market, Babycare made its seventh appearance at CBME, attracting attention with an industry - first paper exhibition hall - 70% of the materials are degradable, materializing the ESG concept of "design for good". The exhibition also launched the lyocell fiber "Cloud Soft Tissue" and the pure plant - extracted "Plant - Extracted Mosquito Repellent Liquid", making environmental protection a real experience.

In terms of marketing, the brand officially announced Guo Biting as its spokesperson, advocating "gentle parenting". Through the golden camellia plant extract and 0.6D ultra - fine fibers of its core product "Golden Camellia" series, it transforms the abstract concept into real tactile experience, forming a closed - loop of "concept - product - experience".

The domestic representative brand Yiying takes the "technology + cost - effectiveness" route. Relying on the full - link supply chain advantages of Fujian - based factories, from A - grade cotton, imported polymer cores to fully automated intelligent manufacturing, it supports product upgrades with hardcore technology. This month, it launched high - end new products such as "Snow Velvet Soft" and "Golden Sleep Pro" in Lijiang. Through differentiated designs such as ultra - thin ventilation and environmental - friendly materials, it targets consumers who pay attention to quality, enters the high - end market, and demonstrates the strength of "technology - driven domestic products". The core of all these points to the industry trend that the competition in the maternal and infant products market has bid farewell to traffic dependence and shifted to in - depth value competition. Only by transforming advantages into real user value can brands gain a firm foothold.

Explanation of the List

The Shiyan Consumption Compass Series Index Report is a consumer index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", the "Consumption Popular Event List", and extended list reports within the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumer world through index evaluation, help the industry and brand owners continuously track consumer market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear and apparel accessories, food and fresh products, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

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Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines the public data of mainstream platforms and the data precipitation of Shiyan's large - scale consumer platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

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