Secure Your Spot at CKE 2025! China's childcare market is surging, fueled by game-changing policies and soaring demand and CKE China Kids Expo (Oct 15–17, Shanghai) is your gateway to profit from this revolution. At CKE 2025, You'll connect with opportunity and see live demos of AI-integrated gear, eco-materials, and retail tech reshaping the world's largest baby market.
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Ⅰ New Policies Boost Growth in Infant and Child Industry
01 Parenting Subsidies Stimulate Maternal and Infant Consumption
On July 28th, China's national-level parenting subsidy implementation plan was officially released. Starting January 1, 2025, each child under the age of 3 will be eligible for an annual subsidy of 3,600 RMB, deposited directly into parents' accounts. This policy has significantly stimulated the maternal and infant consumption market, driving related concept stocks higher, with companies like Beingmate and Kidswant seeing their share prices hit the daily limit up. This initiative not only alleviates family childcare burdens but also presents new development opportunities for maternal and infant enterprises, which is expected to further boost consumer demand for high-quality maternal and infant products.
02 Free Preschool Education Spurs Focus on Educational Products
The recent policy mandating the "gradual implementation of free preschool education" has taken effect. Starting from the Autumn 2025 semester, tuition fees for the year before kindergarten will be waived. The State Council's deployment of measures for free preschool education will lead more families to focus on related products and services for this stage. Industry players can leverage this opportunity to develop complementary products such as educational toys, early reader books and children's furniture to meet the growing market demand.
Ⅱ Corporate Spotlight: New Product Debuts at CKE China Kids Fair 2025
The CKE China Kids Fair will grandly open at Shanghai New International Expo Centre from October 15th to 17th, 2025. The fair adopts a B2B + B2C hybrid model: the first three days focus on trade negotiations between exhibitors, distributors, and agents, building efficient business cooperation bridges; the final two days create opportunities for premium brands to interact directly with end consumers. This model helps businesses precisely align with market demand and rapidly adapt to the omnichannel marketing trends of new retail. The expo will attract numerous brands showcasing new and debut products.
03 MUE Unveils Premium VP102 Playard
MUE will showcase its high-end VP102 Playard. Key features include: one-click parallel folding for easy storage and space-saving, breathable fabric and four-sided ventilation for a comfortable and healthy environment, smooth and silent 360° universal wheels for effortless movement without disturbing the baby, adorable printed patterns to cultivate aesthetic appreciation from an early age, a convenient storage box for tidying small items, and a reinforced frame for enhanced stability and safety.
04 weiLebao Showcases New Stroller Model
Welebao will present its new stroller model. It features a Dual-Track Force Push Handle System for stable travel and polyurethane all-terrain shock-absorbing wheels adaptable to various surfaces. Its reversible seat with high-position design and instant-fold & pull technology allows easy adjustment based on the baby's needs and travel scenarios, making it an ideal companion for modern families.
05 Amorhome Launches AB01 Pro Max Stroller
Amorhome's AB01 Pro Max Stroller will make a stunning debut. Redefining baby travel with its "Lightweight + High-Position", it's easily portable with one hand and folds compactly for air travel. An adjustable headrest adapts to growing heights, offering a personalized travel experience. The high-position seat expands the baby's view and doubles as a dining chair. An ergonomic backrest and triple shock absorption ensure a comfortable ride. Certified by China's 3C and EU standards, and featuring multiple patents, it embodies "Light Travel, Greater Peace of Mind."
06 HBR Showcases E360pro Car Seat
HBR will present its much-anticipated E360pro Car Seat. Featuring Hexagonal Protection and age-specific spinal support, it boasts superior safety certifications (E1 i-Size, China 3C, German IGR Ergonomics). Its 15cm super-long side impact shield with S700MC automotive steel offers robust side collision protection. A 170° lie-flat angle ensures comfortable sleep. Mesh ventilation combined with a "Micro-Health Air System" (5mm micro-suction) prevents overheating and drafts. Dupon antibacterial cotton and triple-protection fabric ensure hygiene. Features include one-hand 360° rotation + 90° side-stop and a Grow-Fit Progressive Spine Protection System, making it suitable from 0 to 12 years.
Ⅲ Market & Channels: Leading Platforms Drive Industry Evolution
07 Babemax Human Milk Bank Relaunches
During the 34th World Breastfeeding Week (Aug 1-7), Babemax announced the relocation of its Human Milk Bank donation site, established in partnership with Shanghai Children's Hospital, to its new flagship store in Huamu Shiguangli, Pudong. The move aims to expand the reach of this charitable service, making it easier for more mothers to donate breast milk to support premature and critically ill infants. Since its inception in 2021, the site has received approximately 10.64 million milliliters of milk from 1,086 donors. (Source: Babemax Official)
08 Kidswant Leads Industry into "New Cycle"
In H1 2025, navigating a new era defined by rising consumer sovereignty and the convergence of short-video and AI, Kidswant is evolving its "Three Expansions" strategy (expanding categories, expanding segments, expanding formats). The company continues to steadily expand into lower-tier markets, with over 200 stores now operational, under construction, or in planning. Simultaneously, Kidswant is reshaping the maternal-infant landscape by closely following user needs. In June, its first Ultra store opened in Shanghai's Xuhui Vanke Plaza, integrating trendy IPs, collectible culture, and AI technology to deliver futuristic parenting experiences. Kidswant plans to open over 20 new Ultra stores in Tier 1 and New Tier 1 cities, aiming to elevate the value proposition of the maternal and child industry. (Source: Huashang.com)
09 TikTok Introduces "Price Pre-Review"
On August 7th, TikTok announced the introduction of a "Price Pre-Review" mechanism within its product listing process to enhance pricing transparency, protect consumer rights, and maintain overall price integrity. The "Pre-Listing Price Check" applies to all price information (Standard List Price and Sale Price) entered by sellers in TikTok's Seller Center before listing. The system will automatically review prices; listings deemed unreasonable or potentially misleading will be blocked, requiring sellers to adjust and resubmit.
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