On October 28, "EISI Yisi - Ginseng Deer Whip Oyster Peptide" tablet candy was released
brightly on the Jingdong health platform.
This new product focusing on improving men's health was jointly built by EISI Yisi, a men's health brand under Shanghai Medicine Cloud Health, and Jingdong Health Men's Health Center, with efficient research and development, and had good results
on the day of its launch.
As a cutting-edge men's health brand, EISI Yisi showed a "new" style as soon as it was unveiled at the end of August, and innovatively launched the industry's first "drama" brand peripheral
during the launch stage.
During the warm-up period, EISI Yisi created a Lego convenience store scene with the concept of charming convenience store, creating a sense of story about to be launched; After the launch, EISI Yiji-Charm will start home delivery, with the way of truck model + product gift box, creating a sense of atmosphere of shelf delivery, bringing users a more sense of speed and fun sales perception
.
At the same time, EISI Yisi has also changed the common promotion and marketing in the industry, focusing on the content operation of Internet social platforms such as "Double Micro and One Shake" according to the preferences of young people, using more warm and interesting content, easier and more friendly communication methods to dialogue with target groups, and spread brand propositions and health concepts
.
On the Douyin platform, EISI Yisi's Douyin account, "EISI's Human Observation", has resonated with many users with high-quality self-made content, and the number of views has exceeded one million
.
for young men.
Brands that focus on young people are full of creativity and vitality, and EISI Yisi will always let young people gain a different kind of ease in consumption and perceive the cultural proposition
of the brand in the experience through some vivid and playful marketing interactions.
"With innovative ideas and products, break people's existing cognition of the traditional medicine industry and refresh the public's understanding
of men's health consumption.
" This is the original intention and vision of the EISI brand, and it is also the product gene
of this "EISI Yisi - Ginseng Deer Whip Oyster Peptide" tablet candy.
Platform empowerment, on the medicine EISI + Jingdong health men's health center
Gain insight into consumer pain points, join hands in iterative innovation, and fill the shortcomings of the industry
With the development of the times, men's attention to their own health in the new era is increasing rapidly, and the compound annual growth rate of men's health categories is more than 20%, with high demand and high growth rate
.
At the same time, EISI Yisi and JD Health have also found that men's health consumer groups and consumer needs are changing
.
Data from JD Health Men's Health Center
In addition to the growth of traditional health care and middle-aged and elderly consumer groups, the men's health consumption industry has also shown a surge in the proportion of younger, more elite, highly educated and high purchasing power groups
.
Young elites focus on getting rid of the physical sub-health crisis, hoping to have a better physical and mental state to enjoy life and work hard
.
Improving pregnancy and sperm quality has become an important issue
for married men.
The structure of consumer groups is changing, but the hot search terms are still fast-acting delay, insomnia, oyster extract, maca extract, etc.
that have not changed for many years, and the supply side is still using traditional methods to spread outdated consumer knowledge and traditional products
.
As a result, the public's perception of men's health brands has remained in the traditional stage, coupled with safety issues such as illegal addition of pharmaceutical ingredients to ordinary food, many users are suffering from overtreatment or spending unnecessary money
.
User portraits of the main demand for men's health categories in recent years (data source: Jingdong Health Men's Health Center)
Oyster extract purchase user analysis chart in Jingdong Health Men's Health Center in the past 30 days (data source: Jingdong Health Men's Health Center)
Users' demands for consumption quality are changing, and young male customers are paying more attention to privacy and online health management services
.
However, there is almost no exclusive health consultation and management for young men in China, and in the face of unspeakable hidden and health needs, male consumers in the new era still have no better solution channels
.
Nearly 30 days in Jingdong Health Men's Health Center oyster extract purchase user information sensitivity analysis chart (data source: Jingdong Health Men's Health Center)
The warning of outdated consumer awareness in the industry has sounded, the imbalance between supply and demand has emerged, the industry urgently needs new thinking, new models, and new products, and the responsibility for innovation must be borne by
enterprises.
Therefore, under the active collision of EISI Yisi's product development and the Jingdong Men's Health Center team, an innovative platform to empower merchants to co-research was opened, and a product that is more suitable for domestic men's health needs "EISI Yisi - Ginseng Deer Whip Oyster Peptide" tablet candy was born
.
『EISI Yiji-Ginseng Deer Whip Oyster Peptide』Tablet candy
The brand has in-depth interaction with the platform, and the advantages are jointly researched on new men's health "light medicine" products
EISI Yisi brand, relying on the head platform of Jingdong health industry to accurately locate the advantages of consumer iterative needs,
Developed an iterative new product "EISI Yisi - Ginseng Deer Whip Oyster Peptide" tablet candy
.
"EISI Yiji-Ginseng Deer Whip Oyster Peptide" tablet candy not only exceeds traditional standards
in terms of raw material quality and R&D efficiency.
It is also specially customized for young customers, adding new ingredients such as dami grass leaves, yellow essence, guarana extract and other new ingredients they are familiar with, and based on ABtest, multiple rounds of tests on taste, packaging, etc.
, finally create this "light doctor" product
with formula, taste and look that better match the health needs of young men.
The concept of "light medicine", first proposed by EISI Yisi industry, hopes to solve the common health problems
of men through de-complicated, efficient and transparent drugs, health products and functional foods between professional medical treatment and consumer-level health services.
EISI Yisi also launched a number of "light medicine" products in the early stage, such as EISI Yisi melatonin tablets to protect sleep and GABAγ aminobutyric acid sleep gummy that is not afraid of difficulties, a "forward" kudzu gummy that rejuvenates the soul and protects the liver, a time-lapse spray that protects men's happiness and the prescription drug EISI tadalafil
.
The dazzling debut of the "EISI Yisi - Ginseng Deer Whip Oyster Peptide" tablet candy not only reflects the cutting-edge strength of EISI Yisi and JD Health, but also empowers the practice of the business co-research model with the platform, and also provides a valuable reference sample
for the development of the new model of the domestic health industry.
Shangyao Cloud HealthEISI Yiji
Young and dynamic team who want to do something "interesting" for their brothers
EISI Yisi's parent company, Shangyun Jiankang, is a benchmark enterprise for the mixed ownership reform of Shanghai medicine, which is also the meta-driving force
for their innovation.
The EISI Yisi team is composed of the young post-80s CEO of Shanghai Medicine Cloud Health and a group of post-90s and post-00s boys with the background of leading Internet manufacturers such as BAT, who not only have professional strength, but also are young and energetic
.
As users of the EISI Yisi brand, the members of the main creative team understand what
young men want.
Therefore, they want to do something "interesting" for men, solve their frequent problems, and make life easier for their brothers who are overwhelmed by life
.
A "good brother" who understands men is exactly the brand image
that EISI Yiji wants to present.
EISI Yisi has the advantages of online and offline channels with all-round service capabilities, including Internet hospitals and offline pharmacies, and its service content is not only to provide goods, but also to provide professional health consultations, new media health content, etc.
; While solving physiological health problems, there are also related solutions for health privacy, healthy emotions, etc.
, and strive to bring happiness to users with a more humane and innovative experience
.
