On the morning of August 21, the 4th Yellow River Basin Maternity, Baby and Child Industry Expo 2026 grandly opened at the Jinyang Lake International Convention and Exhibition Center in Shanxi Province. Spanning three days, the expo is themed "Explore the Scenic Beauty of Shanxi, Shop for Premium Maternity & Baby Products." It brings together nearly 100 leading maternity and baby brands and service providers, offering families a one-stop, comprehensive suite of services ranging from prenatal and postnatal care to child development, and from formula and complementary foods to smart parenting solutions. The exhibition floor features a rich array of exhibits alongside carefully curated interactive perks such as check-in gifts, new customer rewards, and spend-and-save promotions, delivering tangible benefits to numerous maternity and baby families. The venue is bustling with visitors and brimming with a vibrant atmosphere.
Previously held for three consecutive editions in Jinan, Shandong Province, the Yellow River Basin Maternity, Baby and Child Industry Expo has consistently sparked industry buzz, accumulating profound industry resources and extensive market influence, and establishing itself as a benchmark event in the region. This year, at the invitation of the CCPIT Taiyuan Sub-council, the expo has crossed the Yellow River for the first time to officially land in Taiyuan. This expansion represents not only a geographical extension but also a vivid practice of actively responding to the national strategy for the ecological protection and high-quality development of the Yellow River Basin, and promoting regional industrial synergy.
The expo boasts a robust organizational structure that unites multiple stakeholders. It is guided by Shandong Digital Culture Group, Shanxi Xingweishi Media, and the Taiyuan Convention and Exhibition Information Center; organized by Qilu Evening News & Qilu Yidian; and co-organized by the Taiyuan Maternity and Baby Care Association. Notably, it is jointly co-organized by industry associations and enterprises from nine provinces along the Yellow River, including the Shandong Provincial Maternity, Baby and Child Industry Service Association, the Henan Provincial Maternity and Baby Products Industry Association, the Xi'an Maternity and Baby Care Industry Association in Shaanxi Province, the Inner Mongolia Maternity and Baby Service Industry Association, the Lanzhou Maternity and Baby Service Association in Gansu Province, the Sichuan Association for Eugenics and Childcare, and Shanxi Xingweishi Education Consulting Co., Ltd. This collaboration truly realizes the partnership between Shandong and Shanxi and the grand linkage of the nine provinces along the Yellow River.
The opening ceremony was attended by a gathering of distinguished guests, including multiple high-ranking leaders and industry experts. Attendees included Liao Luchuan, Member of the Editorial Board of Dazhong Newspaper Group and Editor-in-Chief of Qilu Evening News & Qilu Yidian; Gong Meimei, Secretary of the Party Leadership Group and President of CCPIT Taiyuan Sub-council; Cao Zhongjian, Vice President of CCPIT Taiyuan Sub-council; Guo Qiang, Member of the Executive Management Committee of Shandong Digital Culture Group; Wang Xiaomei, Chief Editor of the Maternity, Baby and Child Channel of Qilu Evening News & Qilu Yidian and Secretary-General of the Shandong Provincial Maternity, Baby and Child Industry Service Association; and Liu Yajuan, President of the Taiyuan Maternity and Baby Care Association.
Delivering the opening address on behalf of the organizer, Liao Luchuan stated that Qilu Evening News & Qilu Yidian has always upheld the social responsibility of mainstream media, committing to building a comprehensive platform that deeply integrates online and offline resources. This effort aims to facilitate industrial interconnectivity and propel the maternity, baby, and child industry in the Yellow River Basin into a new stage of high-quality development. In her address, Gong Meimei emphasized that the expo's first crossing of the Yellow River to settle in Taiyuan is a significant achievement driven by the high-level promotion and overall coordination of the CCPIT. She noted that it will inject strong new momentum into the development of the maternity, baby, and child industry in Taiyuan and the broader central and western regions. Subsequently, the attending leaders took the stage together to inaugurate the expo, officially kicking off this industry event that covers the maternity and baby market in the central and western regions.
Among the expo's highlights, the "China Chic" figures of "Jin Xiaoxi" and "Lu Xiaodong" made their debut at the opening ceremony. These meticulously designed IP mascots carry the profound cultural heritage of Shanxi and Shandong: Jin Xiaoxi holds an account book, inheriting the integrity-based business ethos of Shanxi merchants, while Lu Xiaodong holds the Analects, continuing the scholarly tradition of respecting literature and etiquette in the hometown of Confucius and Mencius. The blue-and-gold China Chic packaging perfectly blends the cultural heritage of the two provinces into the IP images, making them a captivating cultural focus at the venue.
The maternity, baby, and child industry is linked to the well-being of thousands of families on one end and concerns the future and hope of the nation on the other. The expo's first realization of the Shandong-Shanxi partnership and the nine-province linkage along the Yellow River has not only built an efficient platform for business matchmaking and information sharing for the industry but also deeply promoted collaboration among the provinces along the Yellow River in core areas such as the formulation of service standards, the cultivation of professional talents, and the incubation of premium brands. Following the opening ceremony, the attending leaders toured the exhibition floor to gain an in-depth understanding of the features of each exhibition area and the brand displays.
Looking ahead, the Yellow River Basin Maternity, Baby and Child Industry Expo will continue to leverage its platform aggregation advantages, deepen cross-regional cooperation, and contribute to building a birth-friendly society, thereby making positive contributions to the high-quality and sustainable development of the maternity, baby, and child industry in the Yellow River Basin.