I. Industry Risk Analysis

(1) Policy Risk

The postnatal recovery nutritional powder industry faces high risks during the policy adjustment period. Currently, the policies in this industry are in the “evaluation and revision” stage. The state is strengthening the management of health – product efficacy claims, which may raise the detection standards for active ingredients in nutritional powders and the requirements for clinical verification. If entrepreneurs continue to use traditional formula processes or make unsubstantiated efficacy claims, they may trigger penalties under the new regulations. At the policy implementation level, the “Special Rectification of Online Sales of Health Foods” carried out by the State Administration for Market Regulation has become normalized, and compliance reviews of emerging channels such as cross – border e – commerce and live – streaming with goods are becoming stricter. There is a risk of retroactive investigation for historical marginal marketing models. Local policies and national standards have not been fully unified. When operating across regions, enterprises may encounter different interpretations of imported raw materials and subcontracting qualifications by local regulatory authorities, leading to a significant increase in supply – chain compliance costs.

(2) Economic Risk

Under the current economic cycle fluctuations, the postnatal recovery nutritional powder industry faces double pressures of shrinking demand and cost squeeze. During the economic downturn, consumers’ income expectations decrease, and their spending on non – essential nutritional products is reduced. Coupled with the decline in the fertility rate, the total number of target customers shrinks. At the same time, the prices of upstream raw materials are rising due to inflation and supply – chain fluctuations. The production end with limited bargaining power of enterprises is under cost pressure, and the terminal market is unable to transfer the pressure through price increases due to intensified competition, further squeezing the profit margin. New entrants face the risk of cash – flow disruption.

(3) Social Risk

The postnatal recovery nutritional powder industry faces the risk of generational differences in consumption concepts. New – generation young mothers tend to have more scientific, personalized, and transparent health consumption. The “vague efficacy claims” and “homogeneous formulas” of traditional nutritional powders are easily questioned. If a brand cannot quickly build medical endorsements and accurately meet the Z – generation’s requirements for ingredient traceability and customization, it may encounter a collective trust crisis on social media. At the same time, the aging society and the decline in the marriage and fertility rates of the young group form a consumption gap. Products that rely solely on the postnatal scenario are likely to fall into the dilemma of shrinking incremental markets.

(4) Legal Risk

Entrepreneurs need to pay attention to the compliance risks in the postnatal recovery nutritional powder industry. Product formulas must strictly comply with the “Food Safety Law” and the requirements for health – food filing. Adding prohibited ingredients without permission or exaggerating functional claims will trigger administrative penalties and civil compensation. Advertising is restricted by the “Advertising Law”. If it involves misleading medical efficacy or false marketing (such as expressions like “cure rate”), it may face high – value fines and damage to the brand reputation. In the production process, if an enterprise fails to obtain the SC certification or does not meet the GMP standards, it will be ordered to stop production or even have its business license revoked. In terms of intellectual property, disputes over formula patent infringement occur frequently. Insufficient independent R & D is likely to lead to litigation risks. When purchasing raw materials across borders, entrepreneurs need to guard against differences in regulations in importing countries (such as restrictions on novel foods in the EU). Non – compliant supply chains will result in losses from returned shipments.

II. Entrepreneurship Guide

(1) Suggestions on Entrepreneurship Opportunities

Entrepreneurs in the postnatal recovery nutritional powder industry can focus on three major opportunities. First, develop segmented product lines with low – sugar and high – protein content and functional ingredients such as bird’s nest collagen to meet the precise needs of the new – generation mothers born in the 1990s for scientific nutrition. Second, carry out scenario – based content marketing on mother – and – baby communities such as Xiaohongshu and Douyin. Build a trust chain with users through a combination of postnatal recovery cases and the persona of professional dietitians. Third, cooperate with B – end channels such as women and children’s hospitals and maternity centers to develop customized product packages. Create a brand label of “medical – research co – creation” based on clinical data to solve the pain points of serious homogenization and lack of professional endorsements of traditional products.

(2) Suggestions on Entrepreneurship Resources

Entrepreneurs in the postnatal recovery nutritional powder industry need to prioritize the integration of the following resources. In terms of the supply chain, choose a contract manufacturer with the production qualification for mother – and – baby food and GMP certification, and sign long – term agreements with high – quality suppliers of whey protein and dietary fiber raw materials. At the channel end, enter mother – and – baby vertical platforms such as JD Health and Alibaba Mama, and simultaneously layout offline channels such as maternity centers and obstetrics and gynecology hospitals. It is recommended to form a dietitian team of 3 – 5 people to provide professional consulting services. For financial resources, entrepreneurs can obtain start – up funds by applying for local “maternal and infant industry innovation funds” and use Pinduoduo’s “New Brand Plan” to reduce the initial marketing cost. Focus on developing differentiated products such as the compound formula of DHA + sialic acid, and establish trust through academic promotion endorsed by clinical nutritionists.

(3) Suggestions on Entrepreneurship Teams

The entrepreneurship teams in the postnatal recovery nutritional powder industry need to focus on building a composite core team. The founder should have work experience or professional qualifications in the field of maternal and infant health. The product R & D department must be equipped with clinical dietitians and obstetrics and gynecology medical consultants (part – time doctors from top – tier hospitals are acceptable) to ensure the scientificity and safety of the formula. The market operation team should recruit mother – and – baby e – commerce operators and community private – domain operation experts (with verified cases of conversion in maternity centers or mother – and – baby communities). The founder must personally participate in formula R & D and serve the first batch of seed users to avoid the imbalance of “emphasizing marketing over R & D” in the team. Partners must work full – time and sign non – competition agreements. The initial team should be controlled within 5 people. A cooperation mechanism with expert consultants from the obstetrics and gynecology departments of top – tier hospitals or maternity centers should be established to feed back clinical data for product iteration.

(4) Suggestions on Entrepreneurship Risks

Entrepreneurs in the postnatal recovery nutritional powder industry need to focus on controlling compliance and quality safety. They should strictly follow the national registration and filing system for health foods and special medical foods to avoid illegal publicity such as “efficacy” – related claims. Select raw material suppliers with HACCP certification and establish a traceability system to prevent risks of heavy metals and illegal additives. The product formula should be screened for ingredients contraindicated during the lactation period of parturients (such as caffeine and traditional Chinese medicines for promoting blood circulation). It is recommended to cooperate with the obstetrics departments of top – tier hospitals for clinical efficacy verification. Priority should be given to using a product matrix of “segmented nutrition” (such as during the puerperium, lactation, and after weaning) to avoid homogeneous competition with ordinary protein powders. When developing B – end channels such as maternity centers and postnatal repair institutions, entrepreneurs should purchase product liability insurance in advance to prevent associated risks from customer complaints. In online marketing, focus on building private – domain traffic pools and reduce users’ decision – making costs through real cases of KOCs.