High work pressure, fast life rhythm, young people love punk -type health

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

When it comes to health care, the first impression that emerges in our minds will be mostly. It is the patent of middle -aged and elderly people, but today it is different. The actual needs of health care.

Especially in the Z generation and post -00s, it is gradually becoming the main force of the health consumer market. The new health group has spawned a new consumer pattern. Among them.

The concept of health care extends from middle -aged and elderly groups to the younger generation

Traditional health is mainly based on middle -aged and elderly groups. The popular health now covers people from young people to different ages from young people. They together formed a huge consumer group.

Salsa can be regarded as a health care enthusiast. At the 618 shopping festival this year, she purchased health products such as refreshing sugar, moxibustion stickers, soaking feet buckets, health tea, collagen capsules, etc. Sitting in front of the computer is a day, and overtime is already commonplace.

Because there is no regular work and rest and other work rests, and from time to time, they will meet with friends from time to time. Everyone often plays late, so she feels that the sleep quality is not good for a while. Later, with the reminder of a friend, Salsa began to try to contact various health care products.

For example, sometimes staying up late or playing late, she will drink a cup of Codonopsis Coca -Cola, plus liver care slices. Of course, at the beginning, she was a little hesitant. Later, she saw many friends around her buying, and she slowly calmed down. Buy products recommended by friends.

Later, she often logs in to some social platforms to learn about health care knowledge and participate in related topics discussions. Now Sasha also begins to share her health experience. It has become a little master of health care methods. Hundreds of fans, now some merchants have made a private letter to recommend the product. Salsa is going to try it first.

When mentioning health, the first thing we think of is diet health. For thousands of years of food supplement culture, it has long been deeply imprinted in people's memory and living habits. Common health ingredients are honey, wolfberry, bird's nest, and flower glue. Wuling in traditional nourishing products.

Today's diet health has formed segmented fields such as Chinese -style tonic, functional food, health snacks, light food replacement, etc. The right layers of snacks and convenient health care foods are endless. Very welcomed by consumers.

With the heating up of the national trend, many traditional old -fashioned health care brands have already begun to cross -border circles. At the end of last year, North China Pharmaceutical's tea brand Zhen Dianzi, which is characterized by the same source of medicine and food. 170,000, Tong Hanchun, a hundred -year -old Tong Han Chuntang also launched a healthy tea drink. Tongrentang's Knowledge of the Healthy Bitter Coffee series products launched a wave of pinks among young people.

In the field of nourishing health, in addition to the old -fashioned brands such as Tongrentang, new brands such as Xiaoxian stew and official stack have appeared in recent years. Click, such as Xiaoxian's stewed fresh and non-added instant fresh-stewed bird's nest. Last year, the official stack received the Pre-B round financing, with a amount of 100 million yuan.

Ran Ran's rising health market gives the industry with endless imagination. Data from Zhiyan Consulting show that the domestic health and health market size has exceeded trillion yuan. The consumption of 18 to 35 years of consumption accounts for 83.7%.

Punk health bakes new consumer whirlwinds, functional foods are hot

It is worth noting that more and more young people have begun to join the consumer teams of health care nutritional products. Ali data shows that in the past three years, consumers have become the backbone of nourishing nutrition online.

The data of the Sutu Research Institute further shows that among the consumers of nutrition and health products, the post -90s accounted for 25.01%. Fast, life is relatively lacking restraint and control. For example, work often stays up late, play games for a long time, overeating or excessive drinking, etc., leading to discomfort in the body.

CBNDATA released the "Report on the Health Consumption Trends of Young People", which shows that more than half of the domestic post -90s have the problem of hair loss and weakened vision. 40 % are facing obesity and insufficient exercise. In the case of uniqueness, Dr. Lilac's "2020 National Health Insight Report" also shows that emotional problems, weak gastrointestinal function, body shape, poor sleep quality, and poor skin condition are the five most prone health issues that appear in generations.

Therefore, many young people now buy health products to adjust their body and mind, and their expenses in this area are expensive. This phenomenon has also been vividly metaphorized as punk health, which has formed a subdivided track and new in the field of health care and new health care fields and new new tracks and new new tracks and new new health care fields and new new tracks and new circuits and new new health care fields. Wind, attracts the attention and favors of markets, brands and capital.

Unlike the middle -aged and elderly groups, young people buy health care products for functional foods. Functional foods mainly refer to foods with specific nutritional and health care functions, such as common throat sugar, vitamin tablets, etc., which are common on the market. this kind. Functional foods are suitable for people with specific health needs. It is used to improve sleep, whitening and facial beauty, regulating intestinal or endocrine, etc., which have both health care ingredients, and the taste and taste of snacks. Therefore, it is more suitable for being used when going out or resting. These advantages of functional foods are in line with young people's simple, fast -paced, personalized, and enjoyable living needs.

Functional foods are more popular in Europe and the United States, Japan and other countries. The US consulting company Grand View Research predicts that the market size of global functional foods will reach more than 270 billion U.S. dollars by 2025, with a compound annual growth rate of about 7.9%. Data show that in the United States, the penetration rate of functional foods exceeds 60%, about 40%in Japan, and only 20%in China.

According to Tmall's data, in the next few years, functional foods are expected to reach a market size of 500 billion yuan, of which functional snacks will account for 150 billion yuan. In addition to the layout of this field, in recent years, BUFFX, NELO, WonderLab, Minayo and other eye -catching new brands have appeared.

Only really effective health care products can be made out of breakthrough

As the brands have poured into and accelerated the horse -raising circle, the homogeneity of product homogeneity between enterprises has become more and more prominent. The dominant position has little room for new brands.

In recent years, new products that have appeared in recent years, they are not very different in formulas and efficacy. Raw materials such as ginseng, yellow essence, and mulberry are ingredients that many products can be used. The differences are mainly reflected in the product form, packaging and taste. In terms of, this shows that the company's efforts in research and development and innovation are not enough, and it does not reflect the company's own differentiated competitive advantage.

Because of this, each enterprise has spared no effort in the marketing and promotion of brands and products, especially the new health care brands that have emerged in recent years have closely grasped the social elements of new Internet retail in order to cater to catering The preferences of young consumer groups, health care products are also more fashionable in packaging.

For example, the refreshing candy of BUFFX has a stylish appearance and high value, which is more in line with the aesthetic standards of young people. At the same time, in terms of shape and taste, health care products have the characteristics of snackization, such as making candy, frozen dried, jelly, jelly, jelly , Meal replacement, drinks and other styles, quickly seized the attention and interests of the "punk raw" group,

The role of capital is naturally not to be underestimated. Investors with a keen sense of smell are accelerating the layout. Last year, only 80 investment and financing projects in the health food field were only 80 times. Admission.

BUFFX's business covers sections such as diet, sleep aid, eye protection. In 2020 and 2021, the company received 3 rounds of financing. The average round of financing was tens of millions of yuan. Investors include Sequoia China, and investors. Plum Blossom Venture Capital and other well -known institutions. From 2019 to 2021, FFIT8, which is based on protein rods, has received 4 rounds of financing, with an average of each round of financing at tens of millions of yuan.

Mint health is the head brand of light food replacement. Last year, the D -round financing was completed. The company's valuation reached 2 billion yuan. Not long ago, it received investment of 100 million yuan in investment. NELO was mainly produced and developed for eye and gastrointestinal health. Health and health foods completed tens of millions of yuan in Series A financing at the beginning of last year.

In terms of sales channels, online platforms have also become the main battlefield for health care brands to win. Specifically, it is mainly based on e -commerce channels and supplemented by traditional channels. In addition to commodity sales, companies will also operate through community operations. In the way, we strive to establish long -term brand connections with customers, strive to increase the repurchase rate of products, reduce customer acquisition costs, and alleviate the problem of high online traffic costs.

At the same time, with the help of social platforms such as Douyin, Xiaohongshu, B, Weibo, Weibo, merchants also actively conduct drainage, grass planting, interaction, and circle powder activities. Brand influence, try to seize market share, develop and eventually grow the target consumer group of products.

"Yu Jian column" believes that in the long run, paying attention to technological innovation and attaching importance to the balance of food nutrition and health care is the correct development direction of functional food brands. After consumers get a better use experience, the return guest meeting Increase, the repurchase rate of the product will also increase.

Therefore, in the final analysis, it is still a word. The brand must shift from marketing leading to technology leadership. Through innovation, it is necessary to use effects. Only by producing really effective health care products can people avoid discussions about whether to buy such products for IQ taxes.

Conclusion

On the one hand, it is calmly cope with the pressure of work, and on the other hand, the social entertainment needs that show youthful vitality.Nowadays, the category of health track is becoming more and more detailed, and the coverage is becoming more and more extensive. Traditional health methods are gradually inclined to trending, functionalization, and personalization. Under the blessing of modern technology, various emerging products and operation methods are also the blessings of technology.There are endlessness, dazzling and dizzying.However, if the brand only heavy marketing and ignores the effect, it will inevitably only be a flash in the event. No matter how it develops, health care products will eventually return to the fundamental starting point of taking care of health.

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