When record breaking becomes the norm, the report card of medical and health consumption trend of e-commerce in the double 11

On November 11, the 11th tmall double 11 global carnival was finally settled at 268.4 billion yuan, setting a new record In the opening 145 seconds, the turnover exceeded 100 million yuan; in 10 hours and 31 minutes, the turnover of the medical and aesthetic industry exceeded the whole day of last year; in 11 hours and 9 minutes, the overall turnover exceeded the whole day of last year; five brands were included in the turnover of 100 million Yuan Club; this is the performance of tmall medical, including health goods and medical services, in the tmall double 11 just concluded This year, the products sold by the e-commerce companies of double 11 mainly focus on health goods and medical services Among them, the number of top new products and the brand of top medical service institutions will play a huge role in promoting sales Alibaba's tmall and Taobao have the first mover advantage, but they also face the competition from JD, pinduoduo and many other players in some sub categories, such as beauty, medicine, health tonics, etc The transaction amount of double 11 of Jingdong health and medicine department reached 16 times of the daily average The turnover of health service consumption, such as vaccine appointment and medical services, also increased by more than 10 times over the same period last year Meituan's comments on double 11 medical cosmetology increased by 275% year on year, and consumption medical treatment increased by 839% year on year, including 100000 injection items, 130000 skin cosmetology items, 150000 teeth washing items and 35000 physical examination items In this year's double 11, health goods or services have repeatedly become the focus In the whole day of double 11, Swisse, Tomson Bijian, boshlon, yanzhiwu and xiaoxiandun have successively become tmall's $billion club "Brand", "traffic", "sinking market", "growth" and "user stickiness" have become the key words of this year's double 11 In addition, we should also pay attention to the upgrading of technology and consumer experience After each major e-commerce platform has published the double 11 data, what laws can be found from it? Health tonics, medicine and equipment products, and consumer medical services have broken the record in succession They can see the hot market of medical health through the active admission of health businesses in the double 11 According to the data disclosed by Ali health, the number of businesses involved in the double 11 is 1.7 times of last year's, and the number of commodities involved in the activity is 1.78 times of that of the same period last year The admission of nearly 4000 new brands has added a lot of vitality In addition, some new ecological forces have joined in succession For example, health businesses such as dong'a Ejiao and bairuiyuan have set up "resident cat office" near Alibaba Park in Hangzhou to facilitate communication and coordination at any time In order to promote the special products of the county, some poor county heads started to carry the products live before the double 11, attracting the attention of all parties; including Olympic gymnastics champion Liu Xuan and other stars to open stores and sell the products on Ali health platform, and the addition of new marketing methods led to the popularity of health market In addition to "new faces", some new products, such as Chinese wolfberry that can be chewed and eaten, milk shakes that can replace meals, and donkey hide gelatin drinks that can be directly drunk A large number of young consumers are "planting grass" Take the donkey hide gelatin drinks that can be directly drunk as an example Among the consumers, post-90s and post-00s account for more than 60% Digital health products such as Yuyue thermometer, Abbott's blood glucose meter, Omron's integrated sphygmomanometer, and Xi Wanbo's long-distance hearing aid are all popular with consumers, among which, Abbott's blood glucose meter transactions increased by 341% year-on-year The healthy consumption trend of youth and intelligence has been reflected in this double 11 The unexpected popularity of some new categories deserves attention For example, the opening of 11 times 3 minutes, the medical mask application of the best business turnover all day long; the first hour, hay Chang, Bo Shi Lun and eyeglasses glasses were the top ten of the list of business transactions due to the huge turnover of contact lenses In addition, the continuous popularity of a series of health service projects on November 11 indicates the new trend of e-commerce from health industry to service industry During the double 11 period, Ali health and Alipay officially launched the oral night clinic appointment service in 22 city in the country For example, the flagship store of Heli, an Alibaba health and medical beauty business, has customized a new product "full face wrinkle removing bag two years card" for Tmall double 11, and sold nearly 2000 pieces on the first day of pre-sale, with the sales volume of single products exceeding about 3700000 In fact, medical services such as medical beauty, Stomatology, physical examination and vaccine have also become the stars of this double 11 In the first 10 minutes of the opening of the double 11, there were two medical and beauty businesses whose turnover exceeded that of last year's whole day; and in the top 10 list of tmall's total turnover, there were several brands of medical and dental institutions on the list As a representative of the new health service project, alihealth has joined hands with nearly 5000 o2o new retail pharmacies in nearly 150 cities across the country During the activity, Alibaba health o2o orders reached 2.65 times of the same period last year By the end of Tmall double 11 at 24 o'clock on the 11 th, orders of Guizhou Yishu chain pharmacy, Tianji pharmacy, Shuyu civilian pharmacy and other chain pharmacies had ranked among the top ten Jingdong health, another e-commerce giant, participated as a subsidiary for the first time this year, and its business has made remarkable achievements During the double 11 period, the peak number of consultation volume of Jingdong Internet hospital per day exceeded 120000 The turnover of health service consumption, such as vaccine appointment and medical services, has increased more than 10 times year-on-year As of 11:00 a.m on the 11th, the turnover of medical service goods increased by 47% year on year, among which, the purchase of medical package for parents increased by 390% year on year In medicine, the first three nerves, facial features and skin in the key departments of chronic disease medication increased by 279%, 387% and 150% respectively year on year At 9:25 a.m on November 11, the sales of dong'a gum on Jingdong health platform exceeded that of the whole year of last year; in the first 30 minutes, the sales of shurjia brand was 10 times that of the same period of last year In the first hour, Huiren's sales were 27 times higher than that of the same period last year The sales volume of special drug insurance on that day is 69 times of the average sales volume from the launch to today The maximum number of insurance purchased by the same policyholder is 7, covering the whole family of 7 The number of customers from offline stores of Jingdong pharmacy increased by 205% year on year, Gmv by 850% year on year, and the number of new members by 335% year on year Jingdong pharmaceutical's 30 minute delivery service covers 23 provinces and 63 cities; it has in-depth linkage with 2000 pharmacies, online and offline joint activities and publicity; 500 24-hour stores provide night delivery service for users; on November 11, the first order took 15 minutes to complete the performance, and the fastest purchase order took 5 minutes to arrive From the user's psychological point of view, when it comes to the double 11, consumers are actually pursuing three things: first, freshness, second, category and third, discount At present, the major e-commerce platforms also use "new products", "new technologies" or new "mobile marketing methods" at the product and service level simultaneously, such as direct broadcast, drainage and transformation, and then create "hot money" through platform operation means To sum up, here are some trends of this year's double 11: first, in addition to price reduction, pay attention to service and experience For example, Alibaba health and Jingdong health have launched timely local delivery services The product design of medical beauty, stomatology and other institutions focuses more on diagnosis and treatment technology, rather than competing the price of instruments; secondly, create explosive products, live broadcast and other innovative means to achieve drainage Technology driven changes, such as tmall's introduction of popular science while selling goods in the form of content popular science and live broadcast Third, physical examination, tooth washing and beautification are the three love of users Because these services are easy to standardize, and the price is low, it is a very good means of drainage, so in terms of sales volume, the surge Fourth, there are many kinds of tonics, and Guochao is the most concerned In the context of consumption upgrading, consumers are more willing to try new products, especially some online red products SKU should also keep up with consumers' hobbies and needs In addition to e-commerce giants, many vertical enterprises have also launched the "valuable" double 11 According to the internal statistics of kangaido, a medical e-business, 800000 + 24-hour online payment orders, 400000 + 24-hour outbound packages and more than 3000000 24-hour online visitors have been received As of 24:00 on the 11th, kangaido tmall achieved a score of 45404993 yuan As a "veteran" with many years of operation experience, kangaido has already handed over 10 million responses on tmall platform within half an hour of the opening of this year's double 11 In terms of categories, kangaido also maintains the advantages of medical e-commerce in health food, contact lenses, family planning products and other categories In the vertical disease departments such as andrology, gynecology, rheumatology, dermatology, respiratory, Gastroenterology, Urology, etc., kangaido is the first in the industry in Jingdong platform Since last year, the family parenting platform Pro baby launched its own brand "Pro treasure premium products" to join the double 11 promotion According to official news, this year's Gmv of double 11 of Pro treasure products quadrupled year on year, with the growth rate of customer unit price exceeding 50% and the number of people paying more than three times On the eve of the double 11, how to prepare goods and how many goods to prepare once a year test all e-commerce brands The mother and baby life brand "Pro treasure superior product", which has always advocated "burst logic" and "c2m customization", indicates that the stock is expected and there is no inventory pressure In addition to the popular "diapers" on small social platforms, this year's list of popular "double 11" products also includes intelligent early childhood education machine, children's clothing, beauty cosmetics and skin care In addition, the anti-aging high-energy small ampoules, diapers, fairy water and other popular items were almost sold out on the platform "We adopt a flexible supply chain model, which is based on Dynamic Efficiency Analysis and large burst coefficient to prepare goods The accuracy rate of goods preparation prediction is more than 90%, which avoids the risk of goods preparation from the source During the double 11 period, timely replenish the warehouse to ensure that users can buy the products they like At the same time, there are multiple warehouses in China, and the 24-hour delivery rate during the promotion period is nearly 90%, and nearly half of users have signed in within 48 hours " "This double 11's repurchase rate has increased compared with the same period last year, and the repurchase rate of old customers alone has exceeded 80%," said the person in charge of Pro treasure and superior products On November 12, the leading professional medical beauty platform gengmei app released the 2019 double 11 medical beauty consumption list Data shows that the order volume on November 11 was 7 times higher than that of last year The overall sales increased by 487%, the number of users who placed orders increased by 514%, and the total number of tickets issued was 200000, saving 99 million yuan for users! The highest consumption was created by a Shanghai man, with a total of 630000 hands According to the user data of searching, browsing and ordering during the period of double 11, the top ten most popular medical beauty projects of the platform are: double eyelid, hyaluronic acid, botulinum toxin wrinkle removal, nose synthesis, facial filling, liposuction, hot drawing, ultrasonic knife, hair transplantation and tooth correction In the category of healthy goods, the enterprise attaches great importance to two factors, one is the choice of popular products, the other is the guarantee of the supply chain and the concentrated reflection of flow thinking Relatively speaking, medical service institutions prefer user experience The head of a medical and aesthetic institution disclosed to the arterial network reporter that the price of last year's double 11 e-commerce platform was relatively favorable, resulting in a lot of harm to old customers This year, adjustments were made The store celebration was just completed before the double 11, and the price of the double 11 was slightly higher than that of the store celebration, so as to protect the old customers Due to the small size of the chain, we pay more attention to the super user experience than the flow thinking With oral health as the national policy of the people's livelihood, oral health service ushered in the outbreak period of e-commerce platform: 1.1 million shop visits, 750000 fans' attention, 20000 orders Taikang Baibo oral completed more than 62 million sales in this year's double 11 war, becoming the top 2 in the whole network medical industry and the top 1 in the oral category According to the data, within 2 minutes after the start of the emergency purchase, Taikang Baibo oral cavity exceeded 5 million yuan