Project Overview

案例概述

The "One Seed" public welfare project is an innovative initiative focusing on community ecological civilization practices and children's ecological enlightenment education. The pilot was launched on August 2, 2025, and the project officially kicked off on August 15. It was initiated and promoted by the leading maternity, infant and children's service enterprise, Kids' World, under the guidance of the Nanjing Municipal Office of Spiritual Civilization Construction and the Nanjing Municipal Ecological Environment Bureau, in collaboration with the Nanjing Municipal Ecological Environment Protection Publicity and Education Center. Since its launch, the project has been successfully implemented in multiple communities in Nanjing.

“一粒种子”公益计划是一项专注于社区生态文明实践与儿童生态启蒙教育的创新型公益项目。该计划于2025年8月2日启动试点，8月15日正式启动。由知名母婴童服务龙头企业孩子王联合南京市生态环境保护宣传教育中心共同发起并推进。

By establishing a complete educational loop of "experience - learning - practice - sharing", it has effectively stimulated the attention and participation of many parent-child families in biodiversity conservation, achieving remarkable social response and educational outcomes.

项目自启动以来，成功在南京市多个社区落地实施，通过构建“体验－学习－实践－分享”的完整教育闭环，有效激发了广大亲子家庭对生物多样性保护的关注与参与，取得了显著的社会反响和教育成效。

This project starts from the perspective of children and innovatively proposes the "One Meter Perspective" ecological education model. Through three core measures - creating immersive biodiversity exhibition halls, forming professional volunteer teams, and organizing a series of fun interactive activities - it has built an ecological education platform in community settings that integrates education, fun, and practicality.

该项目从儿童的视角出发，创新性地提出 “一米视角” 的生态教育模式，通过打造沉浸式生物多样性展厅、组建专业志愿服务队、开展系列趣味互动活动三大核心举措，在社区场景中搭建了一个集教育性、趣味性和实践性于一体的生态教育平台。

The project not only emphasizes knowledge dissemination but also stresses the transformation of actions and the promotion of values. Ultimately, this plan has successfully planted the seeds of nature conservation in the hearts of countless children, significantly enhancing the ecological literacy of families, and injected rich green connotations into Nanjing's efforts to build a child-friendly city. It has explored a new path for ecological civilization construction characterized by enterprise leadership, government support, community participation, and family benefits.

项目不仅注重知识传播，更强调行动的转化与价值的倡导。最终，该计划成功在无数孩童心中播下了守护自然的种子，显著提升了家庭的生态素养，为南京市建设儿童友好城市注入了丰富的绿色内涵，探索出了一条企业主导、政府支持、社区参与、家庭受益的生态文明建设新路径。

Company/Organization Profile

机构简介

Kidswant Children's Products Co., Ltd. is headquartered in Nanjing, Jiangsu Province. It officially listed on the A-share market in October 2021 (stock code: 301078). After 16 years of development, Children's World has become a leading enterprise in the domestic maternal and child industry and has successively won multiple national honorary titles such as National E-commerce Demonstration Enterprise, National Consumption Pilot Enterprise, and National Supply Chain Innovation Pilot Enterprise.

孩子王儿童用品股份有限公司总部位于江苏南京，2021年10月正式登陆A股市场（股票代码：301078）。经过16年发展，孩子王已成为国内母婴童行业龙头企业，并先后荣获国家级电子商务示范企业、国家级消费试点企业、国家级供应链创新试点企业等多项国家荣誉称号。

Since 2020, Children's World has joined hands with the Nanjing ecological environment department to launch civilized practice projects such as "One Household, One Bag into the Community" and "Adopt a Tree, Jointly Protect the Beautiful Logistics Park". It has distributed 12,000 eco-friendly bags to 22 communities in Nanjing, covering 5,000 households, with 80% of them committing to reducing plastic use and children advocating for environmental protection. This project was successfully selected as an outstanding case in the 2025 ESG case collection activity of the Publicity and Education Center of the Ministry of Ecology and Environment.

2020年起，孩子王联合南京生态环境部门推出“一户一袋进社区”“认养一棵树，共护美好物流园”等文明实践项目，向南京22个社区发放1.2万环保袋，覆盖5000户家庭，80%承诺减塑，儿童倡议环保。该项目成功入选2025年生态环境部宣传教育中心企业ESG案例征集活动优秀案例。

In the future, Children's World will link up with 400 stores across the country to reach 87 million families and expand to 50 cities to promote degradable materials, creating an innovative practice of "environmental protection + culture".

未来，孩子王联动全国400家门店辐射8700万家庭，拓展至50城推广可降解材料，打造“环保+文化”创新实践。

Project Outcome

项目成果

1. The enlightenment effect on families and children: Starting from Nanjing and expanding nationwide, the project successfully attracted a large number of parent-child families from communities to participate. Through immersive experiences and fun activities, it effectively enlightened children's ecological protection awareness and planted the "seed" of caring for nature in their hearts.

1. 家庭及儿童的启蒙效果：项目以南京为起点走向全国，成功吸引大量社区亲子家庭参与，通过沉浸式体验和趣味活动，有效启蒙了儿童的生态保护意识，在其心中种下了关爱自然的“种子”。

2. Social mobilization and communication effect: Activities such as "Exchange Old for Green" transformed environmental protection concepts into concrete actions, encouraging children to start from small things around them. The practice declaration session promoted the secondary dissemination of the concept at the family and social levels, expanding the project's influence.

2. 社会动员与传播效果：“以旧换绿” 等活动将环保理念转化为具体行动，鼓励儿童从身边小事做起；实践宣言环节促进了理念在家庭和社会层面的二次传播，扩大了项目影响力。

3. Model exploration and demonstration value: As a typical case of enterprises conducting precise ecological education in communities, it provides a referenceable "government-enterprise-society" collaborative public welfare model for other enterprises and organizations, with significant demonstration and promotion value.

3. 模式探索与示范价值：作为企业深入社区开展精准生态教育的典型案例，为其他企业和组织提供了可借鉴的“政-企-社”联动公益模式，具有重要的示范和推广价值。

4. Contribution to urban brand: The project closely aligns with local development goals. By cultivating a new generation of young citizens with ecological civilization literacy, it has injected fresh content into Nanjing's efforts to build a child-friendly city, enhancing the city's humanistic warmth and green image.

4. 城市品牌贡献：项目紧密结合地方发展目标，通过培养具有生态文明素养的新一代小公民，为南京市建设儿童友好城市注入了鲜活内容，提升了城市的人文温度和绿色形象。

Project Highlights

项目亮点

The project fully integrates existing resources such as enterprise stores, associations, and community practice stations, and builds a multi-party co-construction model of "enterprise - institution - community - family". Through cooperation with professional institutions and community pairing, it innovatively conducts nature education from a "one-meter perspective", promotes ecological practices to be integrated into community governance, and forms a highly praised environmental protection parenting ecosystem.

项目充分整合企业门店、协会及社区实践站等既有资源，构建“企业－机构－社区－家庭”多方共建模式。通过与专业机构合作、社区结对共建，以“一米视角”创新开展自然教育，推动生态实践融入社区治理，形成广受好评的环保育儿生态圈。

Project Implementation

项目实施

This project has successfully constructed a sustainable and environmentally friendly parenting ecosystem through innovative "one meter perspective" design concepts and diverse collaboration models between enterprises, communities, and professional institutions. The project accurately addresses two core challenges: firstly, transforming abstract ecological concepts into perceptible experiences for children; secondly, effectively integrating enterprise resources with public welfare goals.

本项目通过创新性的“一米视角”设计理念和企业－社区－专业机构多元协作模式，成功构建了可持续的环保育儿生态圈。项目精准应对两大核心挑战：一是将抽象生态理念转化为儿童可感知体验，二是实现企业资源与公益目标的有效嫁接。

In terms of concept transformation, the project team has designed a comprehensive child friendly approach based on the characteristics of children's physical and mental development, including the height of exhibition boards, interactive device operation methods, and instructional language. Through tangible and participatory tasks such as "drawing the home of the finless porpoise" and "using fallen leaves as bookmarks", abstract concepts such as "biodiversity" have been transformed into experiential activities that children can intuitively understand, significantly improving educational effectiveness.

在理念转化方面，项目团队基于儿童身心发展特点，从展厅展板高度、互动装置操作方式到讲解话术进行全面适童化设计。通过“绘出江豚的家”“用落叶做书签”等可触摸、可参与的具体任务，将“生物多样性”等抽象概念转化为儿童能直观理解的体验活动，显著提升了教育效果。

In terms of resource integration, the project fully utilizes Kidswant's 29 offline stores in Nanjing as natural landing sites and promotional hubs, leveraging its large membership and community system to accurately reach target families. Innovatively developing finless porpoise themed public welfare products, organically combining social value with commercial communication, effectively solving the sustainability challenges faced by traditional public welfare projects.

在资源嫁接方面，项目充分利用孩子王在南京的29家线下门店作为天然落地场域和宣传枢纽，借助其庞大的会员与社群体系精准触达目标家庭。创新性地开发江豚主题公益产品，将社会价值与商业传播有机结合，有效解决了传统公益项目在可持续性方面面临的难题。

The project implementation revolves around three core elements: firstly, jointly building a biodiversity exhibition area at the Kidswant store, creating a fixed experience center that includes multiple immersive functional spaces such as "Exploring the Secrets of Endangered Species", "Saving the Earth Small Tasks", "Animal Protection House", etc; Secondly, establish a "Seed" volunteer service team with the Community Civilization Practice Station to provide continuous human resources and professional support for the project; Finally, design and execute six series of themed activities to form a complete experiential loop that integrates "watching, listening, learning, doing, changing, and promoting".

项目实施围绕三大核心环节系统展开：首先，在孩子王门店共建生物多样性展区，打造包含“探寻濒危物种奥秘”“拯救地球小任务”“动物保护屋”等多个沉浸式功能空间的固定体验中心；其次，与社区文明实践站共建“一粒种子”志愿服务队，为项目提供持续的人力保障和专业支持；最后，设计并执行六大系列主题活动，形成集“看、听、学、做、换、宣”于一体的完整体验闭环。

The 'Watch and Play' segment provides an immersive experience through visiting the biodiversity exhibition hall; The "Learning and Knowledge" section promotes knowledge through ecological classrooms and the "Falling in Love with a City" activity; Organize ecological bookmark DIY and other handmade activities in the "do and create" segment; Carry out the "old for green" activity in the "exchange for action" section, transforming environmental protection concepts into practical actions; The "Declaration and Speech" section encourages children to make practical declarations and share and spread them, further consolidating the concept of public welfare. This complete closed loop ensures the full process of children's participation from cognition to practice.

“看与玩”环节通过生物多样性展厅参观提供沉浸式体验；“学与知”环节通过生态小课堂和“爱上一座城”活动普及知识；“做与创”环节组织生态书签DIY等手工活动；“换与行”环节开展“以旧换绿”活动，将环保理念转化为实际行动；“宣与言”环节鼓励儿童发表实践宣言并分享传播，进一步巩固公益理念。这一完整闭环确保了儿童从认知到实践的全过程参与。

The project is guaranteed by a comprehensive internal and external support system. Internal support includes: gaining recognition and resource allocation for the company's ESG strategy at the strategic level; Fully open up offline store networks, member traffic pools, community matrices, and supply chain capabilities at the resource level; Implement cross departmental collaboration at the execution level, establish professional project teams, and mobilize employees to become the core force of volunteers.

项目获得全方位的内外部支持体系保障。内部支持包括：战略层面获得公司ESG战略的认可与资源倾斜；资源层面全面开放线下门店网络、会员流量池、社群矩阵和供应链能力；执行层面实现跨部门协同，组建专业项目组并动员员工成为志愿者核心力量。

External support includes: in terms of government guidance, the Nanjing Civilization Office and Ecological Environment Bureau provide policy compliance guarantees and community docking channels; In terms of empowering professional institutions, the Municipal Environmental Protection Education Center and the Finless Porpoise Protection Association provide professional knowledge, curriculum development, and volunteer training; In terms of community participation, each cooperative community actively provides venues and organizes residents, and the high praise from the majority of member families has formed a positive feedback loop.

外部支持涵盖：政府指导方面，南京市文明办和生态环境局提供政策合规保障和社区对接通道；专业机构赋能方面，市环保宣教中心和江豚保护协会提供专业知识、课程开发和志愿者培训；社区参与方面，各合作社区积极提供场地和组织居民，广大会员家庭的高度评价形成了正向反馈循环。

This project has successfully established a multi-party collaborative mechanism of "government guidance professional empowerment enterprise resources community organization family participation", which not only innovates the model of children's ecological education, but also provides a replicable and sustainable practice path for enterprises to participate in social welfare, and has received unanimous praise from participants and wide recognition from all sectors of society.

该项目成功构建了“政府指导－专业赋能－企业资源－社区组织－家庭参与”的多方协同机制，不仅创新了儿童生态教育模式，也为企业参与社会公益提供了可复制、可持续的实践路径，获得了参与者的一致好评和社会各界的广泛认可。

Project Impact & Sustainability

项目影响力、可推广性与可持续性

This project innovatively adopts the "one meter perspective" design concept, transforming abstract ecological knowledge into interactive content that children can perceive through immersive experiential spaces, achieving a breakthrough in ecological education technology. In terms of scalability, the project has established a new four party collaborative model of "government guidance enterprise leadership community implementation family participation", which can be quickly replicated through the nationwide store network of Kidswant.

该项目创新性地采用"一米视角"设计理念，通过沉浸式体验空间将抽象的生态知识转化为儿童可感知的互动内容，实现了生态教育技术的突破。在可推广性上，项目构建了"政府指导－企业主导－社区落地－家庭参与"的四方协同新模式，可依托孩子王全国门店网络快速复制。

This project has played a positive role in promoting children's education, corporate public welfare, and ecological protection. Firstly, it has pioneered a new paradigm of experiential environmental education; Secondly, a new model of deep integration between corporate social value and public welfare has been explored; Thirdly, it provides practical examples for the construction of child friendly cities. The project has driven over 80% of participating families to practice environmental protection behavior, and the Future Child King Plan covers nearly 200+cities and 1000+stores across the country.

该项目对儿童教育、企业公益和生态保护领域产生了积极推动作用：一是开创了体验式环境教育的新范式；二是探索了企业社会价值与公益深度融合的新模式；三是为儿童友好城市建设提供了实践样本。项目已带动超80%参与家庭践行环保行为，未来孩子王计划覆盖全国近200+城市、1000+门店。

(Using AI translation)

（使用AI翻译）