DXY Launches 'DXY Mom University' to Provide Systematic Maternal and Child Health Knowledge and Expand into Family Wellness Market

On January 8, the product launch event for Dingxiang Mama University, themed “Knowledge Nurtures the Future,” was held in Beijing, officially unveiling the new offering from Dingxiang Mama, a maternal and infant knowledge services brand.

Chuyang, Vice President of DXY and founder of the Dingxiang Doctor and Dingxiang Mom brands, stated that Dingxiang Mom University has, for the first time, systematically integrated fragmented knowledge and courses in the maternal and infant sector. This initiative aims to address the various challenges faced by new mothers during the critical 1,000 days of pregnancy and early child-rearing, making parenting easier for Chinese mothers and establishing itself as an ideal “MBA”—Mother Beyond Awesome. Chuyang revealed that over 30,000 users had joined Dingxiang Mom University during its beta testing phase.

Chu Yang, Vice President of DXY, Founder of the Dingxiang Doctor & Dingxiang Mom Brands

iResearch’s “2019 Research Report on Maternal and Infant Family Service Platforms” indicates that the rapidly changing social environment has led to the gradual dissolution of traditional child-rearing concepts and the awakening of science-based parenting awareness. Meanwhile, there is an increasing number of sub-indicators for assessing children’s development, health status, and intellectual levels, marking a shift in parenting practices from the previous “extensive approach focused merely on raising children to adulthood” to a “refined approach aimed at nurturing them well and optimally.”

This shift is attributable not only to the fulfillment of basic material conditions for child-rearing but also closely linked to the fact that women born in the 1990s and mid-to-late 1990s, who generally have higher education backgrounds, are becoming the mainstay of the mother demographic. When becoming mothers for the first time, they often face numerous questions and uncertainties about parenting, leading them to continuously acquire new parenting knowledge via the internet and make consumption and parenting decisions accordingly. Although information channels vary, scientific parenting has become a primary need among these mothers, a group defined by Dingxiang Mama as “learning-oriented moms.”

Paradoxically, the vast and often unreliable information available online has left these highly educated “digital natives” feeling generally anxious when facing parenting challenges.

Zheng Kang, Head of Product at Dingxiang Mama University, believes that this anxiety often stems from “uncertainty.” New mothers, facing their new identity and role, lack a clear path to guide them in becoming “qualified” mothers. He further noted that “the essence of demand for maternal and infant products is to help users fulfill the role of mother effectively.”

Dingxiang Mom University Officially Launched: Empowering Chinese Mothers to Overcome Parenting Anxiety and Navigate the Transition to MotherhoodDriven by deep insights into user needs and staying true to its original mission of “providing systematic, professional maternal and infant knowledge solutions for mothers during the first 1,000 days of life,” Dingxiang Mom University has been officially launched. It is committed to helping Chinese mothers alleviate parenting anxiety and successfully transition into their new role as mothers.

Compared with traditional maternal and child health courses, all content of DXY Mom University is strictly selected, reviewed, and produced by doctors and expert teams.

Du Yidan, Head of Business at Dingxiang Mama, stated, “We have over 800 contracted experts, most of whom are physicians from Grade A tertiary hospitals. Our editorial review committee comprises more than 1,000 members. Every piece of content is initially produced by experts, then undergoes professional peer review by fellow experts, and is finally edited by our in-house content team. Our internal content team includes colleagues with both medical backgrounds and media expertise, working together to ensure that our content is both professionally accurate and easily understandable.”

Dingxiang Mama University Launch Ceremony: Featured Appearance of Select Contracted Experts

A systematic approach is the prerequisite for efficient learning of maternal and infant care knowledge. Taking into account the varying gestational and childbearing ages of different mothers, Dingxiang Mom University has launched its Pregnancy Academy, specifically designed for expectant mothers, as part of its inaugural program, with additional content to be rolled out subsequently. In the future, users will be able to independently select courses and customize learning plans based on their individual needs, enabling easy operation and efficient learning.

In fact, the launch of DXY Mom University was no accident; it is the natural outcome of years of deep cultivation in the field of maternal and infant knowledge services, summarizing accumulated experience and reflecting profound insights into the needs of parents and caregivers.

Dingxiang Mama originated in new media. At its launch in 2015, it entered the market by providing professional popular science on maternal and child health, delivering fragmented knowledge centered around the “first 1,000 days of life.” Focused on serving “learning-oriented moms,” it rapidly grew into a leading new media platform for maternal and child health education.

Since 2017, as insights into the knowledge service needs of maternal and infant populations have deepened, Dingxiang Mama has attempted to provide maternal and infant knowledge services in a more systematic manner. It began introducing online courses as a product format, shifting from fragmented maternal and infant knowledge to comprehensive, systematized solutions.

The launch of DXY Mom University signifies that DXY Mom has begun to provide more targeted maternal and infant knowledge solutions through a tiered and phased approach, addressing the market’s lack of a professional, actionable, and systematic product for maternal and infant knowledge services.

Dingxiang Mama's Tiered Knowledge System

It is reported that the refined Dingxiang Mama product matrix covers three levels of needs: Pregnancy Encyclopedia and basic tools serve as foundational products, providing problem-solving tools for mothers and freely accessible to all users; Dingxiang Mama University and specialized paid courses, jointly developed by experts, are presented in a more systematic manner to empower mothers with problem-solving capabilities; while online consultations and training camps can directly help mothers resolve various practical issues encountered during pregnancy and child-rearing. 

Dingxiang Mama’s content expertise stems from its parent company, DXY.cn, which has a strong medical foundation. Building on this base, it has established a competitive moat centered on “professional maternal and infant knowledge,” continuously delivering high-quality content to users.

In October 2019, DXY unveiled its new vision, “More Health, Better Life,” positioning “health” as the core strategic focus. As a key initiative in DXY’s push into consumer-facing health scenarios, Dingxiang Mama’s focused maternal and infant knowledge services have become a vital entry point into family health contexts, creating significant growth potential for the next wave of expansion.

As public acceptance of paid knowledge services continues to rise, offering high-quality, diversified maternal and infant care and family services—with “professional maternal and infant knowledge” as the entry point—will become a long-tail demand in content consumption within household scenarios.

Public data shows that the domestic market size for maternal and infant consumption was RMB 2,525.7 billion in 2018 and is expected to reach RMB 3 trillion by 2020. Chu Yang, founder of the Dingxiang Mama brand, stated, “The first 1,000 days of life are the starting point for health. Maternal and infant care constitutes the largest segment of the health industry.”

At this press conference, Dingxiang Mama partnered with enterprises such as Purcotton, which also has a strong medical background, and WeSure, Tencent’s insurance agency platform. Moving forward, they will focus on knowledge-based services, enable traffic interoperability, and explore scenario-based consumption to jointly build a new ecosystem for maternal and infant health services.

Since its establishment in 2015, DXY Mom has been committed to serving “learning-oriented mothers” as a professional provider of maternal and child health knowledge. By producing professional and trustworthy content, it helps expectant and new mothers address various challenges related to pregnancy and childcare. The launch of DXY Mom University marks a significant milestone, suggesting that the market for maternal and child health knowledge services may hold even greater potential in the future.