Although clothing, accessories, shoes and bags, 3C home appliances, beauty makeup and skin care have been the hot categories of Singles' Day over the years, but over the years, with the increasing awareness of health care, especially under the influence of the COVID-19 in 2019, people's health needs have been found to surge, superposition the discount strength of Singles' Day merchants, attracting consumers to store up numerous goods.
According to the statistics of purchasing step by step, the sales volume of health and nutrition products increased 2.2 times during the first hour of the official opening of Suning's Singles Day maintenance. The data released by Jingdong and Taobao also showed that the sales volume of nutrition and health products increased significantly, among which the sales volume of vitamins increased by more than 10 times compared with the same period last year.
In addition, according to statistics from several major e-commerce platforms, the "post-90s" generation has become the main spending force on health products during the Double 11 Festival in 2019, and the number of "post-00s" buyers has also increased compared with previous years.
Cao Huaiyu, a high-grade health manager, said in an interview with "China Times" that compared with the current high proportion of dietary nutritional supplement market in European and American countries, the number of users of dietary nutritional supplements in China can be predicted to have a huge space for improvement. At the same time, the health food market spending group structure and procurement habits have also changed, the younger generation of consumers gradually become a new power, the future will be more products and marketing discoveries to cater to the new generation of groups.
Vitamins and dietary supplements are popular
Qianzhan Jiadang Research Institute health food industry research report pointed out that in 2020, the COVID-19 disease from the sky, making people's demand for health food increased. Research staff think, health products in a larger proportion of dietary supplements, products to strengthen immunity will have a greater market demand.
According to the data released by Jingdong, within half an hour of the opening of "Double 11" in 2019, the transaction volume of Jingdong's health nutrition and health care products increased by more than 5 times and the transaction volume of imported health care products increased by more than 2 times. Among them, special diets, vitamins and minerals are growing very fast. Transaction volume of special meals category increased 15 times, and that of vitamins and minerals category increased 10 times.
Similarly, from the list of cat health food on November 11, 2019, nutrient supplements are very popular with consumers. The sales volume of vitamins increased by 1600%, that is, by 15 times. Among them, the sales volume of foreign health products ranked at the forefront, and only a few famous domestic brands could compete with it.
In the e-commerce flagship store of a leading domestic health care products enterprise, the reporter saw an ammonia sugar health care product labeled as the first domestic brand sales on November 11, with a weekly sales volume over 20,000 pieces, and another vitamin C weekly sales volume over 10,000 pieces. The store's customer service manager told China Times that the company's health care products, especially vitamins, had seen a spike in sales during the epidemic era. After slowing down in August and September, the store also saw a spike in sales during the November 11 holiday. It can be said that the store's sales have been increasing throughout the year.
The mode of live streaming e-commerce with goods will develop rapidly in 2020. Several live streaming e-commerce platforms also actively structure the Double 11 and launch a variety of promotional activities. Compared with hot live streaming products such as clothing, cosmetics and food, more and more live streaming businesses will try health products first.
Our reporter experienced a number of fans with tens of millions of main broadcast broadcast to find out that the current health care products in each broadcast accounted for less than 10% of the general, among which, foreign brand health care products are obviously more welcome. In the fast hand of a famous anchor of the double ten consecutive broadcast, the reporter saw a foreign brand of calcium tablets and a famous domestic brand of the summary of vitamins instantly sold tens of thousands of bottles.
From the conclusion of the transaction data of the major e-commerce platforms, health food is still the main imported brand of nutrient supplements in China, while the local brand needs to be cultivated. The current hot demand is concentrated in weight loss, calcium supplement, vitamin supplement, probiotics and so on. Those born in the 1990s accounted for more than a third of the total, and the number of post-00s buyers also increased compared to previous years.
AI media consulting analysts think that, as a typical e-commerce promotion holiday, the driving effect of spending is increasing, and in 2020, affected by the epidemic, household spending demand is particularly inhibited offline spending demand, so the power of sales promotion of double eleven is more obvious. IMedia consulting data performance, in 2020 Double 11 era, health care products in food and health care commodities selling heat ranked fourth.
A new generation is changing the market for health supplements
"Wear very expensive face molds, eat very expensive health care products, apply very expensive eye cream, and stay up very late at night." This sentence vividly depicts the living conditions of a few young people nowadays, and it is also the background that young people have become more and more enthusiastic about purchasing health care products in recent years.
00 after the gate health Xuan Xuan reported "China Times" reporter, in order to grab the opening of the double 11 0 to 1 time limit discount, she prepared a face mold and vitamins in advance to stay up late to do preparation, and her buying list also has the protection of building products, such as vitamins and probiotics.
The majority of online health care product buyers are still the post-80s and post-90s generation, but a little health care demand from the post-00s generation is also the first to be triggered. According to data from an e-commerce platform, the "post-90s" and "post-00s" generation have become the main spenders in the Double 11 era of 2019, with an increase of 135% in active users compared to the same period last year.
"The pressure of work and life, irregular diet and other questions have further exacerbated the sub-health situation of Chinese households, leading to the trend of younger diseases." Cao Huaiyu felt that the birth care was not exclusive to the elderly, and more and more young people recognized the importance of birth care. They overdraw their own figure excessively at the same time, in the face of fat, hair loss, insomnia, pressure is too large and other questions, at the same time have to experience their own methods of self-help, that is, "lazy people" of the birth, keen to try those can connect the existing way of life and can be born of health care products.
According to data from Dingdang Health Research Institute, the number of people born in the 1980s and 1990s who know each other exceeds 70%, and 38.7% of them are born in the 1980s. Among the purchasers of nutrition and health care products, the post-1990 generation accounts for 25.01%; Long-term use of health care products as high as 21.9%.
AI media consulting analysts think that the old, middle and young generation of people facing the health question means that health care is not the exclusive needs of the "silver hair". With the deepening of social attention to health, there will be more and more people into the birth care troops in the future. "Silver hair generation" and the young generation will be the industry to promote the important driving crowd, and in the advance of science and technology to bring marketing techniques and channels promotion, health care products industry in the future.
The change of spending group structure also promotes the change of selling mode to some extent. In terms of selling mode, according to industry statistics, direct selling mode is the most important mode of health food selling. However, the e-commerce channel is a very fast channel, increasing from 3.4 billion yuan in 2011 to 25 billion yuan in 2015, with a compound annual growth rate of 65%.
PricewaterhouseCoopers said a new generation of young consumers, who are increasingly willing to take over new products rather than follow suit, have diverse demands for the efficacy of health foods. , health food enterprises in product research and development should be aimed at different online shoppers, do further subdivided, for example, in view of the action of nourishment, aimed at young women's beauty health food, for white-collar workers the fatigue resistance of products, etc., and at the same time of deep market segment, the exercise of good synergistic effect between the various market.
"Young people's needs for health care products are very different from those of older people." For example, when it comes to buying vitamin C, young people not only want to supplement their nutrition, strengthen immunity, etc., but also hope to whiten their skin. How to develop and market the products of their lifestyle is a key point for health care products enterprises to expand their market sales in the future.