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Original Title: Healthcare Products Become Popular In Double Once Stocks, Youth Change Consumption Pattern “Health-Preserving Generations”
China Times (chinatimes.net.cn) reporter Yu Na reports from Beijing
As the first Double Eleven in the post-epidemic period, recently released sales data by major e-commerce platforms has also risen to new heights. Among them, health care products have unexpectedly become a great access point.
Although clothing, shoes, bags, 3C appliances, and beauty and skincare have been popular items at Double Eleven over the years, in recent years, as health awareness of people have continued to increase, especially this year under the influence of the new corona epidemic, people’s health needs have disappeared. Superimposed on twice the discounts from eleven merchants, drawing consumers to stock up.
According to the slow buying statistics,Suning Online MarketOne hour after the official launch of Double Eleven, sales of health supplements increased 2.2 times. Double Eleven data published by JD.com and Taobao also showed that sales of nutrition and health products have increased significantly, and sales of vitamins have increased more than 10 times year on year.
In addition, according to statistics from several of the major e-commerce platforms, during this year’s Double Eleven, the “post-90s” have become the top consumer of health products, and the number of buyers “post-00s “It has also increased compared to previous years.
Senior health manager Cao Huaiyu said in an interview with a China Times reporter that compared to the current high proportion of the dietary supplement market in European and American countries, it is foreseeable that there will be a large margin of growth in the number of users of dietary supplements in China in the future. At the same time, the structure and purchasing habits of consumer groups in the health food market have also changed. The younger generation of consumers has gradually become a new force, and more products and marketing will appear in the future to suit the new generation.
Vitamins and dietary supplements are popular
The Health Food Industry Research Report from the Foresight Industry Research Institute noted that the sudden new corona epidemic in 2020 will increase public demand for health food. Researchers believe that dietary supplements and immunity-enhancing products, which account for a higher proportion of health products, will be in greater demand on the market.
According to data released by JD.com, within half an hour of the opening of Double 11 this year, sales of health, nutrition and health products from JD increased more than 5 times year over year, and sales of products from Imported health increased more than 2 times. Among them, special diets, vitamins and minerals have become the fastest growing categories. The specialty foods category turnover increased 15-fold year-over-year, and the vitamins and minerals category turnover increased 10-fold from year to year.
Similarly, judging by this year’s Double Eleven Tmall list of healthy foods, nutritional supplements are the most popular with consumers. Vitamin sales have increased by more than 1,600%, which is equivalent to a 15-fold increase. Among them, sales of foreign brands of health products occupy a prominent place. Only a few well-known national brands can compete with it.
At the e-commerce flagship store of a major national health care product company, the reporter saw an ammonia sugar health care product labeled the No. 1 selling national brand at Double Eleven, with weekly sales exceeding 20,000 pieces and other weekly vitamin C sales exceeding 10,000 pieces. The store’s customer service manager told the China Times reporter that the company’s health products, especially vitamins, peaked in sales during the epidemic and, after slowing down in August and September, marked the Beginning of the double eleven sales peak. It can be said that store sales have been increasing throughout the year.
The livestream ecommerce delivery model is developing more rapidly in 2020. Several major livestream ecommerce platforms are also actively implementing the double eleven and launching various promotional activities. Compared to popular live products such as clothing, beauty, and food, more and more Many live stream merchants began testing water health products.
Our reporter learned from the live broadcasts of many tens of millions of fans who brought goods to the presenters, and current health products accounted for less than 10% of each live broadcast. Among them, health products of international brands are obviously more popular. In the live broadcast of the double eleven of a well-known presenter in Kuaishou, the reporter saw that a foreign brand of calcium tablets and a well-known national brand of multivitamins were selling tens of thousands of bottles instantly.
According to Double Eleven’s sales data from major e-commerce platforms, health food is still the world of imported brands that focus on nutritional supplements, and local brands have yet to be cultivated. Currently, the most popular needs focus on weight loss, calcium supplementation, vitamin supplementation, probiotics, etc. Among them, post-90 shoppers accounted for more than a third, and the number of post-2000 shoppers also increased compared to prior years.
Analysts at IiMedia Consulting believe that Double Eleven, as a typical e-commerce promotion festival, is of increasing importance in stimulating consumption. In 2020, affected by the epidemic, consumer demand will be suppressed, especially offline consumer demand. Therefore, Double Eleven promotes merchants. The boosting effect is more obvious. According to data from iiMedia Consulting, during the Double Eleven in 2020, health care products will rank fourth in sales of food and health products.
The new generation is changing the healthcare market
“Apply the most expensive face mask, eat the most expensive sanitary products, apply the most expensive eye cream and stay awake the deepest night”, this phrase vividly describes the living conditions of some young people today, and is also more and more enthusiastic for young people in recent years. The background of the purchase of health products.
After 00:00, college student Xuan Xuan told the China Times reporter that to take advantage of the limited-time offer from 0:00 to 1:00 at the opening of Double Eleven, she prepared face masks and vitamins in advance to prepare for staying up late, and also included guarantees in its list of add-ons. Building products, such as vitamins and probiotics.
The main people who buy health products online are still those born in the 80s and 90s, but some of the health needs after the 2000s are also starting to be stimulated. According to data from an e-commerce platform, during this year’s Double Eleven, “post-90s” and “post-00s” have become the main consumers, and active users have increased 135% year-on-year.
“The pressure of work and life, irregular work, rest and diet have further aggravated the secondary health status of Chinese residents, leading to more and more rejuvenating diseases.” Cao Huaiyu believes that health preservation and medical care are no longer exclusive to the elderly, more and more of the young agree on the importance of health preservation. While they overdraw their bodies, they face obesity, hair loss, insomnia, stress, and other problems, while at the same time having to save themselves in their own way, that is, the “lazy” regimen, and they are eager to try those who can maintain their current life. Health care products in a healthy way.
According to data from the Dingdang Health Research Institute, more than 70% of people after 80 and after 90 have health awareness, of which 38.7% are after 80. Among buyers of products from nutrition and health, those after the 90s represented 25.01%; those after the 90s who used health products for a long time accounted for 21.9%.
Analysts at IiMedia Consulting believe that the health problems faced by three generations of older, middle and young people mean that health care is not a need exclusively for “silver-haired people.” As society pays more attention to health, more and more people will join the health care team in the future. The “silver-haired people” and the younger generation will be the main drivers of the growth of the industry, and with the promotion of marketing methods and channel updates brought about by technological progress, the skin care products industry health has a promising future.
Changes in the structure of consumer groups have also promoted changes in sales models to some extent. In terms of sales model, according to industry statistics, the direct sales model is still the main health food sales model. However, e-commerce channels are the fastest growing channel, rising from 3.4 billion yuan in 2011 to 25 billion yuan in 2015, with a compound annual growth rate of 65%.
PricewaterhouseCoopers Research Report believes that the new generation of young consumers are more assertive, willing to accept new things, unwilling to follow suit, and have diverse needs for health food functions. In this regard, health food companies should further subdivide their product development for different online shopping groups, such as sports nutrition for sports enthusiasts, health and beauty foods for young women, anti-fatigue products for white-collar workers, etc. And while cultivating market segments, make good use of the connections and synergy between each market.
“The needs of young people for health care products are very different from those of the elderly.” Cao Huaiyu believes that, for example, when buying vitamin C, young people want not only to supplement nutrition and strengthen immunity, but also to whiten it. Getting product development and marketing closer to their lifestyles is a key focus for healthcare product companies to expand their market sales in the future.
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