2023 White Paper on the Evolution of China's Maternity Care Service Market
Wu Can Business Insights
Despite the decline in absolute newborn numbers, the postpartum care market continues to grow steadily under four key drivers: policy regulation, rising consumer spending, smaller family structures, and growing trust in professional nursing among 95/85 generations. The industry is rapidly evolving from fragmented intermediaries toward a model defined by branding, standardization, digitalization, and certified expertise. The core challenge has shifted from "whether services exist" to "how professional they are"—where professionalism drives premium pricing. This trend presents major opportunities for leading enterprises while intensifying consolidation pressure on smaller providers.
Report generated byWu Can Business InsightsWriteThink Tank OnlineProofreadGuangdong Zhongpin Education Research InstituteJointly released.
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Services sector becomes dominant:The tertiary sector's share of GDP exceeded 50% for 7 consecutive years starting in 2014, reaching 53.5% in 2021; the proportion of employment in services rose from 36.1% in 2012 to 48% in 2021.
Declining newborn numbers:Dropped from a peak of 1786 million in 2016 during the "two-child policy" era to 956 million in 2022, falling below 1000 million.
Changing Family Structures:The 7th Census in 2020 showed 4.94 billion households, with average household size shrinking to 2.62 people per household and a weakening of childcare functions—approximately 4200 million children aged 0-3, where 1/3 have strong demand for parenting services, yet actual supply accounts for only about 6%.
Consumer Upgrading:Per capita disposable income of urban residents in 2022 was 49283 yuan, with per capita health care expenditure increasing year over year.
Market Size:The China's monthly nurse service market grew steadily from 2017 to 2023, reaching ¥252.89 billion in 2023.
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