618 health consumption hot, "after the wave" by the wind and waves into the main consumer!

original title: 618 health consumption hot, "post-wave" by the wind and waves into the main consumer!the first half of 2020, the term "health" is not reduced, whether it is health services, nutrition and health markets, there has been explosive growth. It can be said that the entire health industry is "taking advantage of the wind and waves."just ended 618 health consumption is yet another example of this phenomenon. Tmall medical and health sector on the 18th one-hour turnover increased 149% year-on-year, JD.com 12 hours of nutritional health turnover exceeded last year's full day. More worthy of attention is that while satirizing themselves "it is difficult to live", while studying the "life-saving law" of the "back wave" to become the main force of health consumption. Young consumers are driving more Chinese households, opening up the sophisticated trend of "healthy consumption".after the wave into health and health strength, drive the whole family surfingnow, Ben three after the 90 take the initiative to put on autumn pants, raise the stomach; Some netizens commented: "Health is the best investment, do not maintain how to hit one after another young people, who dare not be too floating."started in 2020, young people took a health and hygiene class and stimulated a change in consumer attitudes. Young people from the insulation cup bubble, to the current initiative to learn scientific nutrition knowledge, pay attention to the nutritionist net red, do their own and family nutritionist, scientific and healthy consumption concept is constantly improving.in the overall science and technology driven by more and more young people become parents exclusive rumor crusher, the metaphysical health relentless attack, pull the "front wave" a hand, with parents surfthethe, to appease the elders offline noplace placement of health needs. As a result, many elders, in turn, have begun to learn from their younger generations, following the wave of technology and joining online life.More than 70 per cent of post-95 consumers have shifted from "buying for themselves" to "buying essentials for the whole family" so far this year, according to JD.com. In addition to helping parents buy the health products needed by their parents online, the young people also began to teach the elderly to use the popular applications of the time, jointly select reliable health brands, to the elders "grow grass" online world convenience and joy.the rise of e-commerce: opening up the refined life hidden behind healthy consumption when the back-runners come of age and have the ability to protect their families, they quickly become the health leaders of every family, with the needs of a family to take advantage of the wind. The advent of the era of e-commerce has greatly stimulated healthy consumption.along with the new generation of consumer health needs iteration, the international first-line brands to join the e-commerce war, dietary nutrition supplements of the e-commerce pattern is growing. Young consumers who love quality and life are released online in pursuit of the nature of product quality.. 1. "Shopping style", young will buythe past year, "I am too difficult" is undoubtedly the hot word of the year. The health topics of the younger generation, such as hair loss, stomach, vision, insomnia, and low immunity, are frequently hot-hot, which hides the anxiety of adults and is reflected in their shopping carts.According to Ali Health data, in the first hour of June 18, 2020, Tmall Pharmaceutical health sector turnover increased by 149% year-on-year. This year, Tmall 618, 95 after, after 00 active users increased by 126% year-on-year.a "shopping-style" health therapy has been launched, especially the "health" keyword of the immediate family "family" nutrition products are popular. The vitamins, protein and other nutritional supplements into their shopping cart, to complete the "psychological health" task, but also become the young people to deal with health problems, to complement the nutritional health of one of the effective means.JD.com data show that the "618" opening 5 minutes, nutritional health care products turnover broke 10 million yuan. As of June 18, 24 hours, only dietary nutrition supplement brand Townsend Peran, 618 period (6.01-6.18) the total net turnover has exceeded 300 million yuan, an increase of more than 60% year-on-year.. 2. In addition to the refined life , the sub-category of dietary nutrition supplements increased significantly, including eye health care, protein powder, carbide, vitamins, calcium and magnesium zinc, probiotics, enzymes and other categories of the most rapid growth.taking Tmall 618 data as an example, 1 hour turnover year-on-year growth leaderboard, eye health care year-on-year growth of 4126 percent, protein powder increased 751 percent year-on-year, ammonia cartilage increased 749 percent year-on-year, vitamin growth of 387 percent, calcium and magnesium zinc growth of 280 percent, showing the industry blowout growth trend. can be found, rather than blindly buying, this time consumers have begun to master a certain door. They put nutrition refinement into each sub-sector, such as eye health, bone health, gastrointestinal health, etc., from their own needs, the use of health products to improve the quality of life. 3
. Quality for brand choice, quality has become the main consideration of young people's purchasing decision-making, more inclined to choose a well-known brand. this 618 health brand war, in the forefront is also a strong brand. Among them, from the dietary nutrition supplement industry, Tomson Peran won the tmall 618 nutritional supplementary food category turnover first and JD.com 618 nutrition health brand turnover position, become the field well-deserved top1. The reason is also due to its quality strategy adhered to over the years, in the general homogenization of products in the market competition, the formation of quality differentiation of the core competitiveness. . 4. Live all in, professional buy-to-let in the premise of maintaining social distance, consumers' social, entertainment and shopping activities have been greatly transferred to the line, but also triggered a live video sale of goods. during the outbreak, Taobao Live experienced a blowout growth in the first quarter of this year. The data show that the proportion of 18-35-year-olds choosing mobile phones to surf the Internet and online is significantly higher than the national average. As young people gradually take their parents into the pit, the age group between online live broadcasts is also changing, from the distribution of voice users, users over 30 years of age continue to climb, is constantly expanding the online consumer groups. this Tmall 618, more than 5000 health businesses open Taobao live. Focus ingons in the field of health, unlike simple booze-style sales, its live content is more professional and scientific. In this 618 battle, the winner of the Tangson BeeJian also tried the "live" of the new play, the cumulative co-host as many as 400. In addition to cooperation with Weia and other top anchors, but also from the professional level of consideration, focus on the integration of nutrition experts and Thomson Bijian nutritionist, through the live sharing of professional nutrition knowledge popular science, to help the public to establish a scientific nutritional concept, and truly realize and consumer symbiosis and win-win situation. 618 health consumption hot behind, reflecting the new generation of meteors into the "health bureau" posture. What's more, this young person has not been overwhelmed by the hoarding of consumption, they are more rational in choice and consumption, more willing to spend for their own health, more willing to pay for the health of the family. as people's health awareness continues to rise, health consumption is significantly increasing, this time consumers in the health industry, dietary nutritional supplement products will be more fragmented and demanding. The trend, the industry, enterprises should also improve self-requirements, increase product innovation and research and development efforts, in order to win the delicate after-wave.
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