In recent years, China has implemented a series of pro-natalist policies, including personal income tax reduction, maternity subsidies provision and maternity leave extension. However, these initiatives have yet to effectively stimulate the public’s fertility desire. One possible explanation for this phenomenon lies in the intricate interplay between contemporary meritocratic values and entrenched gender norms, which undermines the effectiveness of policy execution. The mechanisms involved could be articulated as follows: First, meritocracy intensifies social competition and increases the associated costs of childbearing. Particularly in contexts characterized by inequality at the starting line, this further exacerbates the childcare burdens faced by families. Second, influenced by traditional gender divisions of labor, an efficiency-driven competitive environment can inadvertently deteriorate workplace conditions for women due to gender unfriendly policies. This ultimately suppresses women’s willingness to bear children, thereby contradicting the original intent of these policies. To mitigate the negative effects of meritocracy on fertility desire, it is crucial to reshape diverse standards of success; reestablish traditional values associated with fertility; foster equitable gender relationships; and develop inclusive childcare services that transform childbearing from a familial burden into a fulfilling life experience filled with joy.