Feihe has 1.2 billion subsidy followed up! Pregnant mothers can receive 1,500 yuan, and one-child families will be included for the first time
Recently, China's infant formula brand Feihe announced the launch of a subsidy plan of up to 1.2 billion yuan, covering pregnant mothers and one-child families across the country. Each eligible pregnant mother can receive a subsidy of 1,500 yuan. This move not only continued Feihe's consistent maternal and child care policy, but also included one-child families in the scope of subsidies for the first time, arousing widespread attention from the society.
1. Subsidy Plan Details
The specific content of Feihe's subsidy plan is as follows:
| Subsidy objects | Subsidy amount | Coverage | How to collect |
|---|---|---|---|
| National pregnant mother | 1500 yuan per person | 31 provinces (cities, autonomous regions) | Online application, offline verification |
| One-child family (first included) | 800 yuan/family | Limited to specified areas | Birth certificate required |
2. Policy background and industry trends
In recent years, the country has continued to introduce policies to encourage birth control, but the fertility rate still faces challenges. According to the latest statistics,
| years | Number of newborns (10,000) | Year-on-year changes |
|---|---|---|
| 2021 | 1062 | -11.6% |
| 2022 | 956 | -10.0% |
| 2023 (Estimated) | 900-950 | -5% to -1% |
Against this background, Feihe directly reduces the cost of family parenting through subsidies, not only responding to policy calls, but also seizing market share. Industry insiders analyzed that competition in the maternal and infant industry has shifted from simple product competition to a comprehensive competition model of "service + subsidy".
3. User feedback and collection strategies
Since the announcement of the subsidy policy, the number of visits to Feihe official mini program has surged by 300%. Feedback from some users who have received subsidies:
| area | Subsidy Type | Time-consuming to collect | Main uses |
|---|---|---|---|
| Guangdong | Pregnant mother subsidy | 3 working days | Purchase milk powder and maternal and child products |
| Zhejiang | One-child family subsidy | 5 working days | Early childhood education courses |
Receive strategy:1. Follow the WeChat official account of "Feihe Maternal and Baby Club" 2. Submit ID card, pregnancy test certificate (or birth certificate) 3. Issuing electronic consumption coupons after approval 4. Verification and use by offline stores or cooperative platforms
4. Industry impact and future prospects
Feihe's large subsidy may trigger a chain reaction. According to monitoring, brands such as Junlebao and Yili have piloted similar policies in some regions. Experts predict that the total subsidy amount of maternal and infant industry may exceed 5 billion yuan in 2024.
At the same time, subsidy policies also face challenges: -Regional imbalance:The coverage rate of write-off outlets in third- and fourth-tier cities is less than 60% -Limitations of use:Some users report that consumption coupons are only allowed to specify products -Review process:Proof materials need to be further simplified
A relevant person in charge of Feihe said that in the future, policies will be optimized based on the pilot situation and innovative service models of "subsidies + health management".
The 1.2 billion subsidy this time is not only a manifestation of corporate social responsibility, but also an important signal of industry transformation and upgrading. For ordinary families, the support of real money is undoubtedly the most direct concern.
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