本报告研究涉及企业/品牌/案例：常青藤爸爸、鲨鱼公园、妈妈网、小伴龙、童学部落、宝宝树、叽里呱啦、宝宝巴士、凯叔讲故事、酷学多纳、悟空识字、步步高、巧虎、幼师口袋、联帮在线、红黄蓝、亿童、东方爱婴、智慧树、贝聊、美吉姆、新爱婴、纽诺教育、金宝贝、悦宝园、运动宝贝、亿婴天使、爱乐祺、袋鼠麻麻、多乐小熊、奇卡国际早教、美思欧、全优加、Momyhome Daycare、积木宝贝

婴幼儿早教市场正在兴起，从2012年开始，政府在相关政策法规中多次提及发展早教。特别是2019年5月10日国务院发布托育行业指导意见，使得早教成为投资热点。目前，中国婴幼儿早教行业发展存在运续报率低、内容研发困难、规模化扩张较难、缺乏师资和管理人才等问题。尽管中国经济发达地区如北京、上海、广东等较为重视婴幼儿早教，但中国婴幼儿入托率仅4.3%，与OECD国家33.2%的平均入托率仍有较大差距，中国托育行业仍需规范，未来有较大发展潜力。

The infants early education market is on the rise. Since 2012, the government has repeatedly mentioned the development of early education in relevant policies and regulations. In particular, on May 10, 2019, the State Council issued guidance on the nurturing industry, making early education a hot spot for investment. At present, the development of China's infant early education industry has problems such as low success rate, difficulty in content research and development, difficulty in scale expansion, lack of teachers and management talents. Although China's economically developed regions such as Beijing, Shanghai, and Guangdong pay more attention to early childhood education, the infant enrollment rate in China is only 4.3%, which is still far from the average enrollment rate of 33.2% in OECD countries. There is great potential for development in the future.

本报告研究涉及企业/品牌/案例：华润万家、Ekoala、美国费雪公司、长春长生生物科技股份有限公司、拉克塔利斯集团、帮宝适、好奇、妙而舒、大王、MOONY、妈咪宝贝、安儿乐、雀氏、茵茵、爹地宝贝、露安适、DODIE、凯儿得乐、倍康、米菲、吉氏、一朵、纽诺教育、馨心教育、圣顿教育、袋鼠麻麻、多乐小熊、Urjoy school

中国的婴幼儿保育行业主要包括婴幼儿食品、用品、医疗、托育等领域。在婴幼儿食品领域，2019年，中国婴幼儿的辅食渗透率仅为25.0%左右，中国大陆婴幼儿的辅食和奶粉消费额的比例为1:7，中国港澳台地区为1:4，欧美等发达国家为1:1。在婴童用品领域，2018年中国婴儿推车市场规模达到132.1亿元，同比增长6.3%。63.9%的消费者计划在2019年增加消费支出，其中22.0%的消费者预计消费支出增加比例超过三成。在婴幼儿医疗领域，2018年，共有28种药品被要求修改说明书，包括一些中药注射剂、中成药大品种等。在婴幼儿照护领域，2019年5月，中国国务院发布了《国务院办公厅关于促进3岁以下婴幼儿照护服务发展的指导意见》，提出要大力推动婴幼儿照护行业发展，而2019年中国3岁以下婴幼儿在各类托育机构的入托率仅为4.1%，远远低于发达国家25%-55%的入托率。

China's infant and children care industry mainly includes infant food, supplies, medical care, and childcare. In the field of infant food, in 2019, the penetration rate of complementary food for infants and young children in China was only about 25.0%. Meanwhile, the ratio of food supplement and milk powder consumption for infants and toddlers in mainland China is 1:7, while in developed countries (Europe and the United States, etc.), the ratio is 1:1, and that in Hong Kong, Macao and Taiwan is 1:4. In the field of baby products, the size of China's baby stroller market reached 13.21 billion yuan in 2018, a year-on-year increase of 6.3%. 63.9% of consumers plan to increase consumer spending in 2019, with 22.0% of them expecting a 30% increase in consumer spending. In the field of infant and child medical care, in 2018, a total of 28 kinds of medicines were required to modify the instructions, including some Chinese medicine injections and large varieties of proprietary Chinese medicines. In the field of infant care, in May 2019, the State Council of China issued the “Guiding Opinions of the General Office of the State Council on Promoting the Development of Infant and Child Care Services Under 3 Years Old”, proposing to vigorously promote the development of infant care industry. China’s infants and young children have a 4.1% enrollment rate in various types of care institutions, far lower than the enrollment rate of 25%-55% in developed countries.

艾媒咨询数据显示，中国幼儿园数量逐年增加，预计2018年超27万所，同时，幼儿园市场规模达2300亿元。当前上市民办幼儿园收费偏贵，根据普惠目标的要求，预计到2020年，普惠性幼儿园入园率达到80.0%。未来民办幼儿园或将向高端化方向发展，以期带来持续稳定的营收。

According to iiMedia Research, the number of kindergartens in China has increased year by year. It is expected to exceed 270 thousand in 2018. At the same time, the kindergarten market will reach 230 billion yuan. At present, the fees for kindergartens run by the citizens are expensive. According to the requirements of the generally beneficial goal, it is estimated that by 2020, the admission rate of generally beneficial kindergartens will reach 80.0%. Private kindergartens will be developed in the direction of high-end, with a view to bringing sustained and stable revenue.

艾媒咨询-2018中国儿童早教产品行为数据监测分析报告