Consumption Observation ｜ Health consumption enthusiasm high -rise health products subdivision category performance is bright

21st Century Business Herald reporter Ye Bihua intern Zhao Jingxuan Guangzhou reported

The mid -year promotion season represented by "June 18" is not only the largest shopping carnival of consumers in the first half of the year, but also the main battlefield of the major platforms.

This year, consumer demand for suppressed in the epidemic has begun to be released, and major platforms have resurrected, and various brands have ushered in the peak sales season, especially for health consumption demand.

The VTN platform launched the "66 Member Carnival" during the 618 period, which attracted more than 10 million users in 13 countries and 1025 cities around the world to pay attention and participation. A total of 1.1 million orders were issued. Dozens of brands such as Eimele performed well, with an average customer unit price of 4681 yuan.

According to the latest data released by Jingdong platform, the number of products participating in Jingdong Health 618 this year increased by 300%year -on -year. Over 100%increase, Tomson Beijian, Swisse, and Tongrentang became the TOP3 brand.

It is reported that from May 24th to June 20th, the event was over, and the sales of Tomson Beijian's entire brand over the network exceeded 600 million yuan, and sales increased by more than 30%compared with last year.

At the moment when the epidemic prevention and control are normalized, the health concept of the people has gradually changed. Earlier, the "Baidu X X -Jingdong 618 Consumer Trends Insight Report" issued by Baidu and JD.com has mentioned that "no disease first prevention" is replacing the traditional health concept of "medical treatment" has become the mainstream. This trend is verified in the data of 618 this year: consumers' enthusiasm for health care and nourishing health consumption for consumers is completely ignited. From functional beverages, special medicine foods, to subdivided categories and nourishing care products, nutritional health consumption ushered in ushered A "feast".

In addition, there are many highlights in the category of segmented categories worth paying attention to. Data show that during the 618 period, JD.com ’s health -care function beverage category turnover increased by 12 times year -on -year, and the turnover of health tea beverages increased by 6 times year -on -year. Both growth exceeded 300%, and the fourth -hour increase of the categories of flower glue, 即 bird's nest, medicine and food homologous, and other categories increased by more than 250%year -on -year.

The reporter noticed that in a number of segmented categories, new dosage products such as fudge and flaspiers began to lead the trend of consumption. The blessing of technology brings breakthroughs for product forms and dosage forms of nutritional health products. Taking the emerging nutritional health care brand MINAYO as an example, the brand makes a variety of nutrients into fudon, rich iron fudge, lutein fudge, and vitamin C fudge is the most popular TOP3 item; While making consumers feel novel, the design of single -grained packaging and opening a bag also makes it more convenient to use. According to the Jingdong platform data, Mineyo's turnover in 618 increased by 17 times year -on -year.

At the same time, nourishing health products also attracted attention during 618 this year. 618 opened the door for 4 hours, and the turnover of Xiaoxian stewed fresh stewed bird's nest increased 14 times year -on -year; the order volume of Beijing Tongrentang Western Ginseng increased by 12 times year -on -year. At 8 pm on June 17, the "Peak 28 hours", the overall turnover of the Tongrentang brand increased by nearly 8 times year -on -year. 618 The turnover of health tea drinks in the whole period increased by 6 times year -on -year. Among them, the daily clear liver and liver care tea became a dark horse.

It is not difficult to see from the sales data of various health categories this year. Under the trend of consumption growth, serving the demand for people's livelihood and national health categories, becoming a strong force through market cycle and promoting consumption growth. With the continuous improvement of national health awareness and the continuous breakthrough of product research and development technology in nutrition and health, consumer demand will be further expanded, and health products are becoming the new efforts and competition points of enterprises.

- END -