What kind of health care products are young people suffering from health anxiety willing to pay for?

original title: Young people suffering from health anxiety are willing to pay for health products?"When did you begin to realize that health is the most important thing?" "" because of staying up late to lose hair, sick to spend a lot of money, Baidu search their own symptoms, every time waiting for the test report ..." . Netizens "run and fly" written in a section of knowledge of the sharing, caused a lot of young people's resonance. With the improvement of living standards and the gradual satisfaction of material needs, these sub-health moments have become the modern people's fast-paced lifestyle accessories.past, young people are used to self-comfort in punk regimens that "hold the warm cup overtime" and "stay up late to apply the mask". But after public health events like the epidemic, big health is beginning to become a basic need.before going to bed after a meal, swallowing five or six small colored pills or drinking a full punch, becomes a new way of life for young people. According to the 2019 Health Products Industry Network Concern Analysis Report, after 90 has accounted for a quarter of the consumer of health care products. In a survey on health care products conducted by DT Finance, nearly 60 percent of young respondents approved of health care products, and about 48 percent were using health care products. However, nearly half of the respondents thought imported health supplies would be better, with only 6.4 per cent preferring domestic health supplies.What health products are young consumers buying ? Why do they prefer to import health care products? What problems and opportunities exist in the domestic health care market? We will analyze this huge market based on direct consumer data and young people's appeal.. Part1 Health Products Consumer Market: What Health Products Do Consumers Buy?Despite the controversy over health food, the domestic health care market is still expanding rapidly. According to Ai media data, the size of the health care products market in 2013 was about 99.3 billion yuan. By 2019, that figure will reach 222.7 billion yuan.in the process of market development, health care products industry is gradually from the fish and dragon mixed to standardized. According to the 2016 Measures for the Administration of Health Food Registration and Filing, health care products can be divided into five categories: nutritional supplements, nourishing, children's health care products, sports nutrition and weight management. Among them, nutritional supplements and nourishing health care products audience market is larger.therefore, we have selected two categories of nourishing health and nutritional supplements, Tmall sales of the top 100 goods as a reference. First of all, from the description of the goods, nourishing health products in the best-selling products, the highest frequency of the keyword is "tea." Health tea, tea, clear liver tea and other tea health care products because of easy to eat, the concept of popular and most accepted by the public. Second, "wild" "premium" "honey" "Chinese herbs" "agus" "bird's nest" and other products focusing on highlighting raw materials.in the description of nutritional supplement products, the best-selling products often highlight the concepts of "vitamin", "VC", "import", "middle-aged and old age" and "immunity".from the point of view of unit price, the two categories of the top 100 popular products are concentrated in the price range of 0-100 yuan, efficient, low price son is still the main demand of the market for health care products.But when we look more closely at the buying habits of both categories of consumers, we find that consumers who prefer nutritional supplement products have a relatively high tolerance for product prices.Although the most popular products are within 100 yuan, but the price of popular food supplements in the 50-100 yuan range, the price of popular tonic products are mostly less than 50 yuan. Compared to the vast majority (91%) of the supplement product users to give a budget of less than 100 yuan price range, 31% of nutritional supplement consumers are willing to choose their favorite goods in the price range of more than 100 yuan.these data actually reflect the result that consumers now choose health care products online with a relatively strong purpose, they are more willing to pay for simple, direct publicity. In DT Finance's survey on health care products, about 40% of users in the "reasons to buy health care products" under the question, chose the "enhance immunity" "prevent disease" option.when consumers are running toward sings with clear goals, health supplements in food supplements often give clear efficacy instructions.and domestic brands of tonic health care products, but trapped in a large and complex Chinese medicine system, it is difficult to point out the health care effect in the commodity description and some "loss". And because the effect is unclear, consumers are naturally reluctant to pay a higher premium.. Part2 goes back to the roots, what is immunity in the end? Can you upgrade through health care products? we used to see health care products in the past under the banner of strengthening immunity of middle-aged and elderly people, but now there is a strong need among young people to remove the threat of disease and protect their health. and after the outbreak, the word "immunity" appears more frequently in the public eye. in fact immunity refers to the body's immune system fighting power. The function of the immune system is a simple summary, through its own regulation, to help the body eliminate most of the disease-causing body invasion of the body. But the immune system's regulatory mechanism is actually very complex, need to mobilize the various organs, tissues, cells and molecules that perform immune function, through a tight and large barrier to identify and remove "alien substances" to maintain human health. (source: fruit shell) immune system is inseparable from the body's metabolism. The organs and tissues involved, such as bone marrow, thymus, spleen, liver, intestine, blood circulation and lymphatic systems, are important components of the body's underlying metabolism. study found that the three main factors that damage the immune system - negative emotions, lack of sleep, and nutritional deficiencies - are almost always affecting the immune system by causing disorders in the central nervous system and underlying metabolism. want to enhance immunity, naturalalso can not bypass the improvement of human metabolism. So, you'll find that medical experts, in summary, are just a cliche of "a balanced diet, exercise." Exercise enhances metabolism and blood and lymphatic circulation, while nutrient intake provides energy for the exchange and manufacture of proteins in the immune system. , so, can different types of health care products, as the slogan says, enhance your immunity? the most popular VC in food supplements, has always had a good reputation for boosting immunity. Back in the 1970s, Nobel Prize-winning chemist Linus Paulin eased the VC's immune-promoting function. Vitamin C, in his book Vitamin C and General Cold, notes that vitamin C promotes immune protein synthesis, increases the activity of organic enzymes, increases the number of lymphocytes and increases the phagocytosis of neutrophils, and since then vitamin C has become the king of nutrients in the public mind, symbolizing the removal of disease and healthy vitality. and tonic health care products are mostly Chinese medicine as the main material. Because of the complexity of pharmacological mechanisms and the lack of clinical research, the credibility of Chinese medicine in the young population has been put into question in recent years. But in fact, in recent years, with the development of Chinese medicine chemistry and pharmacology, many researchers through animal and human tests found that many Chinese medicine has enhanced immune function, such as shiji, jaundice and other Chinese medicine contains polysaccharides have immune regulatory effect, a gum in animal experiments also showed the ability to increase the ability to swallow single-core phagocytosis. . What does Part3 do if you want to get young people, domestic health products? the question facing most domestic brands is how to pass on these effects and ideas to young consumers, with the results of the study endorsing the health effects. in this regard, domestic brands may have to learn from the "imported health care products" on the market today. First, these foreign brands separate themselves from health products in terms of product names. In the United States, they are called VDS (Vitamin and Dietary Supplements, dietary supplements) and in Europe they are called food supplements. Entering the Chinese market, we can also see that the names of these products are clearly identified with nutritional content and efficacy. but in the Chinese market, the image of such products is always very conservative, is generally referred to as health care products. In the efficacy of publicity, domestic health care products are often used such as "beneficial gas to supplement blood, nourishing kidneys" such as publicity. This inevitably gives young consumer groups the first impression of "parent products", but also makes it difficult for a new generation of consumers to get the product can bring what effect and efficacy. to combat brand aging, use products and marketing to communicate more effectively, brands and products clearly need to be more lightweight into the lives of young people, in the new context to create brand image, complete communication with young consumers. To the current market East A gum launched by the ready-to-drink a gum powder, for example, this product can be added milk, honey punch, easy to use at the same time enhance user immunity. This is a classic example of a combination of traditional efficacy, new concepts and convenience in the health care products market. second, domestic brands need more accurate crowd positioning. In the consumer data section we mentioned that nutritional supplements that refer more directly to the target population and product efficacy have higher unit prices and sales. According to Roland Berger, 93% of the U.S. multivitamin products in the 2015 multivitamin market were targeted at different segments of the population, compared with 17% of those developed in china. so in China's health care products market is expanding at the moment, domestic health care brands still want to let products to find consumers, rather than consumers in turn to find their own products. third, price space. From the consumption data can be seen that the current health supplies of the main customer group of price sensitivity is still relatively high, but this does not mean that the user's consumption power is still stuck at 100 yuan. In our survey, more than 20% of readers are willing to spend 200-500 yuan a month on health care products. This shows that the price of health care products today still has room to explore. But in what form to convince consumers, this is the brand should think more about the matter. from the perspective of ordinary consumers, the young 90 after our mouth also began to enter the 30-year-old stage, with the material life of the satisfaction, young people to enhance immunity such a health needs greatly exist. For young people who are struggling to ensure a "balanced diet and active exercise" in their busy lives, there is still a considerable market for health-care products that can clearly give health guidance. As health care brand Thomson Bijian noted in its 2019 earnings report, "China is not short of markets, it is the trust of consumers." " and how to regain the trust of young consumers, domestic health care products may also need to learn how to make more disruptive innovations, giving more appropriate brand stories to the current context.
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