做了十四年儿童口腔公益，“舒客模式”何以成为行业标杆？

{ "id": 133, "title": "做了十四年儿童口腔公益，“舒客模式”何以成为行业标杆？", "published_at": "2026-08-07 18:04:00", "main_img": "https://officialwebsite-file-saky.oss-cn-shenzhen.aliyuncs.com/upload/files/20260818/6a8416475303.jpg?x-oss-credential=LTAI5t8PB9pW1menoHM2GewV%2F20260830%2Fcn-shenzhen%2Foss%2Faliyun_v4_request&x-oss-date=20260830T234951Z&x-oss-expires=60&x-oss-signature=6d60a7c7202e85f01c881bce6ea86e57aeed78a2b7990536519dc9c044145c7b&x-oss-signature-version=OSS4-HMAC-SHA256", "content": "<p class=\"MsoNormal\" style=\"margin-bottom: 7.8500pt; mso-para-margin-bottom: 0.5000gd; text-indent: 18.0000pt; mso-char-indent-count: 2.0000; text-autospace: ideograph-numeric; mso-pagination: none;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; font-size: 9.0000pt; mso-font-kerning: 1.0000pt;\"><span style=\"font-family: 微软雅黑;\">大健康公益不乏</span><span style=\"font-family: 微软雅黑;\">“烟花定律”：一阵热闹绚烂，散了也就没了后续。</span></span></p>\n<p class=\"MsoNormal\" style=\"margin-bottom: 7.8500pt; mso-para-margin-bottom: 0.5000gd; text-indent: 18.0000pt; mso-char-indent-count: 2.0000; text-autospace: ideograph-numeric; mso-pagination: none;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; font-size: 9.0000pt; mso-font-kerning: 1.0000pt;\"><span style=\"font-family: 微软雅黑;\">但舒客却把</span><span style=\"font-family: 微软雅黑;\">“关爱小乳牙”跑了14年——从零散活动进化成了系统基建，刚好踩中了公益和生意之间最稀缺的那个平衡点：不是做给别人看，而是做成能复用的东西，成为扎进用户生活里的真实价值纽带。</span></span></p>\n<h3 style=\"margin-bottom: 7.8500pt; mso-para-margin-bottom: 0.5000gd; mso-char-indent-count: 2.0000; text-autospace: ideograph-numeric; mso-pagination: widow-orphan;\"><strong><span style=\"font-family: 微软雅黑; font-size: 9pt;\"><span style=\"font-family: 微软雅黑;\">从</span><span style=\"font-family: 微软雅黑;\">“送牙刷”到“建体系”：一场持续14年的进化</span></span></strong></h3>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">2012年起步时，舒客联合中国儿童少年基金会发起了“关爱小乳牙”公益，捐款捐物！</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">但跑了几站后发现：牙刷递到孩子手里，不等于他会正确刷牙。</span><span style=\"font-family: 微软雅黑;\">“乳牙反正要换”也是家长的主流认知——工具缺，认知更有瑕疵。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">公益停在</span><span style=\"font-family: 微软雅黑;\">“物资交付”，问题永远在原地打转。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">舒客的路径从那年开始拐弯：</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">2014年起，舒客联合中国牙病防治基金会、中国学生健康报，拉上妈妈网、宝宝树等垂直平台，把科普从校园铺到妈妈群体的信息流里，百场校园活动触达5800万母婴人群；</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">2019到2023年，先在141个KA卖场开儿童免费口腔检测，又在20个城市开了线下科普课堂，再拉着中国儿基会、新华社、南方周末和丁真往西走，把“高原儿童口腔健康护航计划”扎进西部5省，11万高原孩子拿到了爱牙包，也第一次见到了专业的口腔筛查。</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><img src=\"https://officialwebsite-file-saky.oss-cn-shenzhen.aliyuncs.com/upload/files/20260818/6a8415e8d9be.jpg?x-oss-credential=LTAI5t8PB9pW1menoHM2GewV%2F20260830%2Fcn-shenzhen%2Foss%2Faliyun_v4_request&x-oss-date=20260830T234951Z&x-oss-expires=60&x-oss-signature=6cb50750595b29b53094ba056d649d5da6cc5738fe10950a4e207458cc8f32a8&x-oss-signature-version=OSS4-HMAC-SHA256\"></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\">&nbsp;</p>\n<p class=\"MsoNormal\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">从校园到社区，从平原到高原，项目跑了</span><span style=\"font-family: 微软雅黑;\">21个省、100座城市，210万个孩子的样本量堆出来一套可执行模型：不是“去哪办一场活动”，而是“到任何地方都能按同一套标准办成事”。</span></span></p>\n<p class=\"MsoNormal\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\"><img src=\"https://officialwebsite-file-saky.oss-cn-shenzhen.aliyuncs.com/upload/files/20260818/6a8415f6776f.jpg?x-oss-credential=LTAI5t8PB9pW1menoHM2GewV%2F20260830%2Fcn-shenzhen%2Foss%2Faliyun_v4_request&x-oss-date=20260830T234951Z&x-oss-expires=60&x-oss-signature=642a90c42ec64df84fd00c336ecba54ee9bee8f0b1a24dd1c0b64a77d7da7a0a&x-oss-signature-version=OSS4-HMAC-SHA256\"></span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">云南富宁县木央镇睦伦中心小学的校长张文东那天看完全程，说了一句很朴素的话：</span><span style=\"font-family: 微软雅黑;\">“今天送的不只是牙膏牙刷，是能跟孩子一辈子的健康观念。”这句话，刚好踩中了舒客14年迭代的核心：从“给东西”到“教方法”，从“一次性交付”到“持续性改变”，这种耐得住的“长性”，才是公益真正的门槛。</span></span></p>\n<p class=\"MsoNormal\" style=\"margin-top: 7.85pt; margin-bottom: 7.85pt; text-indent: 18pt;\"><strong><span class=\"15\" style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; mso-ansi-font-weight: bold; font-size: 9.0000pt;\"><span style=\"font-family: 微软雅黑;\">把公益做成</span><span style=\"font-family: 微软雅黑;\">“标准化产品”：可复制才是真规模</span></span></strong></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">跑了十几年，</span><span style=\"font-family: 微软雅黑;\">“关爱小乳牙”攒出了一套自己的SOP——放眼全局，这比捐多少钱都更有价值。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">最近的北京公益场，就是模式的微缩版：科普课堂</span><span style=\"font-family: 微软雅黑;\">+免费检测+爱心护牙包，三个环节看起来简单，实则卡死了“认知—检测—干预”的完整闭环：</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">讲师用动画</span><span style=\"font-family: 微软雅黑;\">+仿真牙模讲乳牙功能、蛀牙成因，先把“乳牙不用管”的误区砸碎；</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">牙医带着专业设备挨个查，把看不见的问题可视化；</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">最后把护牙包送给孩子，让刚建立的意识落地成每天的刷牙动作。</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">科普课件讲什么、检测区怎么布、志愿者怎么培训，背后都有操作手册兜底。更难得的是，这套打法已经磨出了</span><span style=\"font-family: 微软雅黑;\">“场景适配能力”：平原城市能跑，西部高原也能调参数落地。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\"><img src=\"https://officialwebsite-file-saky.oss-cn-shenzhen.aliyuncs.com/upload/files/20260818/6a841610367b.jpg?x-oss-credential=LTAI5t8PB9pW1menoHM2GewV%2F20260830%2Fcn-shenzhen%2Foss%2Faliyun_v4_request&x-oss-date=20260830T234951Z&x-oss-expires=60&x-oss-signature=55024f68373f93b6b8a356de74316dbfc1f6cfbda348cb1369431d156712d9ea&x-oss-signature-version=OSS4-HMAC-SHA256\"></span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">单次活动拼创意，长期公益拼标准。标准化的结果就是规模效应：光</span><span style=\"font-family: 微软雅黑;\">2025年一年，“关爱小乳牙”就落了8省28县市，惠及11万儿童。当一个公益项目能像产品一样迭代、像渠道一样复制，它就已经脱离了“品牌自嗨”，成了公益事业可参考的行业公共资产。</span></span></p>\n<p class=\"MsoNormal\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">&nbsp;</span></p>\n<h3 style=\"line-height: 150%;\"><strong><span class=\"15\" style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; mso-ansi-font-weight: bold; font-size: 9.0000pt;\"><span style=\"font-family: 微软雅黑;\">不靠流量噱头</span> <span style=\"font-family: 微软雅黑;\">多方协同脱虚向实</span></span></strong></h3>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">现在的公益很容易变成</span><span style=\"font-family: 微软雅黑;\">“流量生意”：找噱头、摆拍、冲一波热搜就撤。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">舒客选了另一条路：不单纯靠明星带火话题，更靠多方协同做</span><span style=\"font-family: 微软雅黑;\">“脱虚向实”的网络。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\">&nbsp;</p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">2024年，舒客牵手中华口腔医学会、人民网·人民健康，加上代言人郭晶晶启动科学防龋公益行动。郭晶晶在现场没走“站台拍照”的流程，而是亲手发了自己联合手绘的《萌龙护卫队关爱小乳牙》绘本——用专业身份而不是流量身份，撬的是家长对“专业可信度”的感知。</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><img src=\"https://officialwebsite-file-saky.oss-cn-shenzhen.aliyuncs.com/upload/files/20260818/6a841624b505.jpg?x-oss-credential=LTAI5t8PB9pW1menoHM2GewV%2F20260830%2Fcn-shenzhen%2Foss%2Faliyun_v4_request&x-oss-date=20260830T234951Z&x-oss-expires=60&x-oss-signature=8a5139e3e65777604d23f38752f278f7a9ab40581feac25494cddbe577a18208&x-oss-signature-version=OSS4-HMAC-SHA256\"></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">那次活动之后，</span><span style=\"font-family: 微软雅黑;\">“百城千县”五年计划正式铺开。舒客搭的不是“品牌主场”，是一张分工清晰的协作网：官方机构和基金会扛公信力，政府端托底落地场景；中华口腔医学会和专业牙医兜住内容底线，不搞伪科普；学校、社区、经销商网点负责最后一公里的触达；媒体、志愿者、公众人物负责把信息推到人眼前。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">没有谁是谁的配角，各自补位，做单一方都啃不动的事。</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">更关键的是，这张网不是一天搭起来的：每跑一年，信任厚一点，协作顺一点，密度加一层。</span><span style=\"font-family: 微软雅黑;\">14年堆出来的协作默契，是热搜换不来的“时间复利”。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">线上侧也没做空转：联动抖音公益的传播最终带动了</span><span style=\"font-family: 微软雅黑;\">123.6万普通消费者参与，儿童口腔这件事，终于从公益小圈子渗进了大众消费语境里。</span></span></p>\n<p class=\"MsoNormal\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">&nbsp;</span></p>\n<h3 style=\"line-height: 150%;\"><strong><span class=\"15\" style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; mso-ansi-font-weight: bold; font-size: 9.0000pt;\"><span style=\"font-family: 微软雅黑;\">重走长征路</span> <span style=\"font-family: 微软雅黑;\">公益的背后是责任与担当</span></span></strong></h3>\n<p class=\"MsoNormal\" style=\"text-indent: 18.0000pt; mso-char-indent-count: 2.0000; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">舒客能把</span><span style=\"font-family: 微软雅黑;\">14年公益坚持跑通，根，就是敬畏普通人的民生与健康！</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18.0000pt; mso-char-indent-count: 2.0000; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">他们的调研里有个数字很显眼：乡级妈妈务工比例</span><span style=\"font-family: 微软雅黑;\">50%，县级35%，且孩子越小，留守比例越高。对应到数据上，农村儿童牙膏牙刷渗透率只有34%，乡级更是掉到29%——乡村儿童的口腔健康，早就是被长期忽略的民生短板。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18.0000pt; mso-char-indent-count: 2.0000; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">按照舒客的规划，</span><span style=\"font-family: 微软雅黑;\">2026年他们要跑超30场活动、覆盖2万名儿童，下半年还要启动“重走长征路”计划：沿着红色路线扎进革命老区、偏远山区，把检测、科普、物资往最难触达的人群手里送。</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18.0000pt; mso-char-indent-count: 2.0000; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">这是致敬历史，其实是把公益继续往深水区扎根</span><span style=\"font-family: 微软雅黑;\">——越是难的地方，越有需要，也越有价值！</span></span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18.0000pt; mso-char-indent-count: 2.0000; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\">商业世界里，快的东西容易被抄走，慢的东西才会长进土壤里。</span></p>\n<p class=\"MsoNormal\" style=\"text-indent: 18pt; line-height: 150%;\">&nbsp;</p>\n<p class=\"MsoNormal\" style=\"text-indent: 18.0000pt; mso-char-indent-count: 2.0000; line-height: 150%;\"><span style=\"mso-spacerun: 'yes'; font-family: 微软雅黑; line-height: 150%; font-size: 9.0000pt; mso-font-kerning: 0.0000pt;\"><span style=\"font-family: 微软雅黑;\">舒客这</span><span style=\"font-family: 微软雅黑;\">14年的公益，也许不是惊天动地的“大事件”，只是把一件小事反复做、做到标准、做到最难的地方也有人在做——等到“儿童口腔健康”真正变成国事的那天，这种提前半步的耐心，就是品牌最体面的护城河。</span></span></p>", "prev": null, "next": { "id": 40, "title": "国民品牌舒客硬核突围，口腔蓝海的技术攻坚战", "main_img": 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