New consumption comes to Japan Defense Minister to buy and buy ... for health

"Not long ago, I bought a home atomizer. The child's throat was inflamed and cough. You can do atomizing therapy from home. You don't need to go to the hospital. It is very convenient to avoid the risk of cross -infection in the hospital." At the lady's home, various types of household medical equipment are placed. In addition to home atomization machines, there are also home medium -frequency pulse therapy instruments. This year's "618 E -commerce Festival", Ms. Zhang also purchased home oxygen -making machine and home cervical traction. She told reporters: "After the new crown pneumonia epidemic in 2020, it was not very convenient to go to the hospital to see a doctor. Occasionally, a chance to contact these home medical equipment. Later, it was very convenient to find it. Healthy investment and consumption have become an important expense in life. Mao Yong, a doctor of Beijing University of Sports, believes that with the improvement of the living standards of the people, the pursuit of health has improved the grade, which promotes everyone to reflect on the healthy lifestyle in deeper, and thus accelerate the actual actions of health management and change some traditional life. Way.

Sports Nutrition Foods Grasp the Time Wind

At 10 pm on June 18th, Wang Jian, who had been in his fitness for many years, came out of the gym and opened the live room of Douyin "Noterand" to prepare "chop your hands". At the "618" promotion, the original price of 999 yuan was sold only 498 yuan on the day. Wang Jian said that it was once a fitness "Xiaobai". Driven by a group of friends around him a year ago, he walked into the gym. When he saw other friends take off his coat and exposed the healthy muscles, he instantly had a fitness. power. For fitness people who want to practice muscle, protein powder is essential. In the home of fitness enthusiasts, less than one or two bottles, and more than 10 bottles of huge jars are all indispensable nutritional supplements when fitness enthusiasts exercise muscles.

Wang Jian, 33, remembered his changes in fitness targets with friends, and changed from lean ten years ago to today's "strong". Fitness food consumption has also changed. Take Wang Jian's personal person as an example. He spent at least 200 yuan a month. Friends around him have a month of consumption for fitness food for one or two thousand yuan, including muscle powder, creatine, vitamins, amino acids, leaflets, etc. A variety.

With the popularization of fitness, there are also many brands focusing on the fitness industry's protein powder, such as Mosta, Tomson, Kangbit, Kenle, and Nortland, etc., are all popular. Among them, Nortland, as a brand independently developed in Jinan, has a market share of 60%. Its operating company Shandong Sibers Co., Ltd. has become a veritable industry "invisible champion".

Chen Song, chairman of the company, introduced that after more than 10 years of development, the sales method changed from offline sales from consumer preferences from offline sales to online sales of e -commerce platforms such as Taobao, Jingdong, and Douyin. In terms of taste, it can not only prepare the market conventional taste, but also launched a series of Zhizhi peach peach, lemon bubbles, Chongyu Haiyan, cocktails, etc.

Funder taste protein powder products. Today, with the help of live e -commerce companies, Sibte's sales have exceeded 2 billion yuan in 2021.

Aimei explosive product "out of the circle"

"I drink a bag of" black zero 'every day before going to bed. I feel that sleeping is very good all night. "In a supermarket in the east of the city, citizen Chen Jie is buying her most favorite drink. The full name of this drink is called "Γ-aminobic acid Siuri lotus (Paixiang) hyaluronate drink", for citizens who are accustomed to popular drinks such as cola and juice, "black zero" is a strange term. Hyaluronic acid is a hyaluronic acid. This drink is the first domestic hyaluronic acid food brand launched by Huaxi Bio, a "unicorn" enterprise from Jinan, fills the gap in the domestic industry.

At the moment when the material life is significantly improved, people not only pursue inner health, but also pursue external health, hoping to be slower and more beautiful. In this context, hyaluronic acid products have been popular in the consumer market in recent years. These brands have both foreign brands and many well -known domestic brands. For example, a few years ago, a hard -to -find lipstick, as well as the hot -selling Runbaiyan Hyaluronic acid secondary essence, etc. These explosive products all have good sales on the official website. It is worth mentioning that these "popular products" are produced from Huaxi creatures. Regardless of red or essence, it mainly focuses on hyaluronic acid products and has anti -aging and moisturizing skin care functions. Zhu Sinan, general manager of Huaxi Biological Brand and Communication Strategy Center, said that it has mentioned hyaluronic acid, from injection of hyaluronic acid, to eating hyaluronic acid, and to beauty product hyaluronic acid. Behind the product upgrade, people's pursuit of beauty is constantly upgrading.

As Zhao Yan, chairman and general manager of Huaxi Biotechnology Co., Ltd., said, when introducing the company's main business, the company has experienced the conversion from the production of hyaluronic acid raw liquid to the consumption of the hyaluronic acid market. Zhu Sinan introduced that once, foreign companies purchased domestic hyaluronic acid raw materials at low prices. After processing and manufacturing, wearing brand halo, and selling them to Chinese consumers through cross -border e -commerce channels, the price is no longer the same. "Since Huaxi creatures can produce raw materials by themselves, they can make the basic research of the raw materials very well. Why can't they be a terminal product?" Zhu Sinan said that Huaxi Bio thought at the time. He said: "Since entering the 21st century, the development strength of Chinese enterprises, consumer insights, consumer consumption power, brand awakening and other aspects have achieved rapid development and development. . "Inspired by this, after the inspection of the abroad, Huaxi Biological submitted the application materials in 2004, hoping to add hyaluronic acid to ordinary food. After 16 years, the National Health and Health Commission approved the Huaxi creature's hyaluronate sodium hyaluronate as a new food raw material in 2021. In the same year, Huaxi Biological took advantage of the hyaluronic acid snacks "black zero" and hyaluronic acid drinking water "water muscle spring" and other hyaluronic acid food brands. In December 2018, Huaxi Biological created the lipstick of the Forbidden City. In 2021, the total revenue of Huaxi biological biology increased by 88%year -on -year, accounting for nearly 70%of the functional skin care business segments. Among them, after three years of brand development, Runbaiyan has been 1 billion. Relief brand of level revenue. "Family characteristics of medical products" show "

The epidemic also positively affected the sales of various family medical care equipment. Chen Hao, the person in charge of Tmall Health, said in an interview with reporters that the enhancement of the people's health awareness drove more new products, new technologies, and new services. " Many medical products have the characteristics of familyization. In the past, monitoring and auxiliary treatment that we could only go to the hospital can be used in the family scene. "Chen Hao gave reporters an example," Many people around us have rhinitis. However, the diagnosis rate is less than 10%. With the increase in the awareness of the nasal cavity and other upper respiratory care, the nasal washing device gradually became a hot product that people are concerned about. During this year, Tmall '618' New health demand products. "Many normalized chronic disease management testing products will also gradually transfer from interior to the hospital. The approval of the new coronal virus antigen detection products is one of the representatives. While the family antigen detection, while increasing the convenience, can greatly reduce the probability of infection to hospitals or centralized inspection venues, and also helps reduce the pressure of large -scale testing of medical institutions.

The reporter checked the relevant information and found that in April 2020, the pilot family hemodialysis was successful in the pilot family of Shanghai Renji Hospital. This allowed the number of patients with hemodialysis of Chinese family to break through zero for the first time. According to media reports in Shanghai at that time, "the new crown pneumonia's epidemic promoted the start of home blood transparency project as soon as possible." Then it can be pushed, and the epidemic will further promote the penetration of the market's hemodialysis.

Online health consumption is very popular

According to the news released by Yangguang.com, in the "618 E -commerce Festival" just in the past, the increase in sales of health brands is far ahead, which has a lot to do with consumer health awareness. This year Category demand increased by 35%year -on -year. At the same time, health services and nutritional health products are selling hotly on the Internet platform. Among them, genetic testing turnover increased by 5 times year -on -year, and early screening of critical illnesses increased by 56 times year -on -year. The turnover of beverages increased by 272%year -on -year, and the transaction of probiotics increased by 117%year -on -year. "In the past two years, offline consumption scenarios have been transferred to online, and people also pay more attention to health consumption." Chen Hao said that through analysis of big data, it is found that the health consumption of people now show a diversified way. "In the past The first thing you think of health consumption is health products, and now it has developed to the prevention and treatment of diseases and slow disease management. "

The reason for choosing online health consumption, Chen Hao said that although it is related to the inconvenience of going out during the epidemic, the main reason is that it is more convenient to shop online. , The personal health management model of the people is more advanced, and the knowledge of health and nutrition is more professional. "However, there is a fundamental difference between health products and general daily necessities and ordinary food. After the recognition of doctors or related experts, don't buy blindly.

Reporter: Liu Wen Zhang Shuai

Edit: Wang Jing

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