This generation of young people who love health care are promoting healthy consumption

The phenomenon of "crispy young people" is becoming more and more obvious, and young people are paying more attention to their own health. So what effect does the health trend of young people have on health consumption? This article will show you how to do it. Let's take a look!

Some time ago, many young people posted their outrageous injury experiences on social platforms, such as "Broken my neck while stretching", "Dislocated my jaw while yawning", "Twisted my ankle and suffered a spiral comminuted fracture", etc. They therefore called themselves "fragile young people". The topic #1,700+ fragile young people treated in one month# became a hot search on Weibo.

The phenomenon of "crispy young people" is becoming more and more obvious, and young people are paying more attention to their own health. Chinese health care, autumn and winter health care plans and other contents are emerging in an endless stream, which has also brought the health care track into the spotlight.

What are the characteristics of the content on each platform? What impact does the health trend among young people have on health consumption? What should the marketing strategy of health brands be?

1. Various health-preserving contents emerge in an endless stream

The health trend among young people is all over the Internet. According to Crawley's "Brand Social Marketing Series Research - Nourishing and Health Care", Weibo's health vertical content is mainly "doctors + popular science KOLs", contributing nearly 60% of the popular content. Douyin's Chinese health care is very popular, and new health care methods are emerging in an endless stream. Xiaohongshu has the highest amount of interaction with more practical content, and pays more attention to whole body maintenance and comprehensive conditioning from the inside out. Among the nourishing and health care content on Bilibili, the fancy health care content of pan-life KOLs is more popular.

Specifically, among the nourishing and health-care content on Weibo, experts in the fields of medicine and nutrition have a high degree of popularity in discussing social health topics. #Does drinking coffee every day cause ovarian cysts#, #How to have a physical examination without wasting money#, #National Nutrition Improvement Plan# and many other social hot topics have sparked heated discussions.

On Douyin, health-related content is valued by users. According to the "2023 Douyin Healthy Life New Paradigm White Paper", from January to June 2023, Douyin created more than 100 million short videos related to medical health, and nearly 500 billion related content was played.

Among them, Chinese health care is very popular, and the health care content is more interesting. New health care methods such as Chinese medicine pickling, Chinese medicine afternoon tea, foot bath massage, and cyber health care are emerging in an endless stream. Related topics such as #Medicine and food have the same origin and #What is the experience of buying sour plum soup at a Chinese medicine clinic attracted many netizens to watch.

For example, under the topic #Medicine and Food Have the Same Origin, experts in multiple food and cultural categories such as @豆角焖面, @美食情缘(大宇), and @主管大师女爱生活 posted content, and the topic was played 550 million times.

Image source: Tik Tok screenshot

Among them, the more representative work is "I ate Chinese herbal milk tea in Liuzhou" released by @豆角焖面. In the video, @豆角焖面 came to Liuzhou Traditional Chinese Medicine Hospital and checked in for Chinese herbal desserts and Chinese herbal beef noodles, which made many netizens feel the charm of medicinal food and expressed the hope to open chain stores across the country.

On Xiaohongshu, there are over 10.77 million health-related notes, and keywords such as health recipes and health internal adjustments are very popular. Many users share their daily health routines, and a group of health bloggers have emerged on the platform.

@是辰不是晨ii focuses on health care Vlogs, sharing her health care knowledge through three meals a day and daily exercise. In the Vlog "I decided to raise myself as a child again", she demonstrated the "Fairy Abdomen Massage" massage method to promote defecation when getting up, and recommended brushing teeth with tooth-solidifying powder when washing, and shared the production method. In the video, she also shared the details of diet and exercise, and taught fans how to maintain health step by step.

This kind of practical health content is very popular among users. Comments such as "Thanks for sharing, I have to take good care of my health too", "I strongly recommend the Immortal Abdominal Massage", and "Please record more of this, I love it" can be seen everywhere. In addition, bloggers such as @乔尧尧, @阿花和小发, and @只吃一一点点 are also using health knowledge to attract fans.

Image source: Xiaohongshu screenshot

Knowledge-based health content is a feature of Bilibili. In @朵朵花林's video "1920-2020: A Century of Changes, Lifestyles and Health Preservation in Different Eras", @朵朵花林 restored the health preservation scenes of the Republic of China, the early days of New China, the 1990s, and the present, allowing users to experience the health preservation methods of different periods more realistically.

Image source: Screenshot from Station B

Behind the health care content on multiple platforms lies the health anxiety of young people. Fancy health care is not just a spiritual carnival of netizens, but has truly penetrated into the lives of young people.

2. Healthy consumption has become a new “just need” for young people today

Judging from the relevant data, young people’s awareness of healthy consumption is constantly increasing, and the phenomenon of “hoarding health” is prominent.

The "Insights into Health Consumption Trends" released by Tmall Health shows that products such as moxibustion, scraping, cupping, foot bathing, massage, and plastering are popular. In terms of consumer groups, those born after 2000 and 2005 are the fastest growing groups. Data shows that among consumers of mugwort products, those born after 2005 have increased by 100%, ranking first in growth rate.

Image source network

It is reported that in the first hour of Tmall Double 11 pre-sale, the transaction volume of multiple categories of Tmall Health doubled compared with the same period of last year's pre-sale, and the transaction volume of Traditional Chinese Medicine health care increased by 120% year-on-year. Electronic moxibustion, massage equipment, and electric scraping instrument became the most popular "three-piece health care set". The Traditional Chinese Medicine health care craze among young people has been transformed into strong purchasing power.

Young people's health consumption is not limited to Chinese health care, and their daily diet and product use can reflect a strong health awareness. Tmall data shows that fresh stewed bird's nest, medical repair patch, laser hair removal device, HPV vaccine, Ganoderma lucidum spore powder, deep-sea fish oil, probiotics, physical examination packages, coenzyme Q10, medical elastic stockings, etc. have become the most popular health products among consumers.

Consumers' enthusiasm for healthy consumption is also reflected in JD.com. According to official data, the sales volume of JD.com's nutrition and health products increased by more than 280%. JD Health-Nutrition and Health Department's battle report shows that the sales volume of coenzyme Q10 increased by more than 110% year-on-year, with Swisse, By-Health and Nestle occupying the top three. The most popular products in the live broadcast room of procurement and sales are Swisse plus liver protection tablets, NYO3 krill oil soft capsules, etc.

According to the Douyin list, oral beauty, weight management, sports and liver protection products are quite popular, with brands such as Notland, Five Female Doctors, Renhe and Wanyilan performing well. The main tonic products are still fish maw, bird's nest and donkey-hide gelatin. Judging from the popularity of primary processing such as ginseng, cordyceps, wolfberry and sea buckthorn, there are also certain opportunities for deep processing of these products.

This year, Xiaohongshu officially launched its Singles' Day sales event. Among the brands with millions of sales on Xiaohongshu product notes are well-known health brands such as Swisse and Nature's answer. Compared with other e-commerce platforms, Xiaohongshu's sales data is not outstanding, but the large number of notes related to health products also show the consumption enthusiasm of users.

For example, searching for "physical examination" yields 1.59 million related notes. Some netizens share what they must do for a physical examination, some compare the prices, institutions and items of different physical examination packages, and some share their own physical examination experiences, reminding more users to pay attention to details.

Image source: Xiaohongshu screenshot

Judging from the sales data performance in the nutrition and health field of various platforms, Chinese health products have become the new favorite, and probiotics, lutein, and vitamin and mineral products are still the types that the public is keen to stock up. In addition, oral beauty, weight management and sports nutrition, and nourishing products are also the focus of everyone's stockpiling.

As residents pay more attention to their own health, the market acceptance of health foods continues to increase, and my country's health products market continues to develop. The "2022 Family Nutrition Fourth Meal Consumption Trend Insight" report shows that in recent years, the scale of domestic health and nutrition product consumption has increased year by year, and by 2021 it has exceeded 300 billion yuan, which will be a trillion-level blue ocean market.

As more and more players enter the market, market competition gradually intensifies. More and more health brands are active on social platforms, attracting young people through innovative gameplay and using differentiated marketing strategies to more accurately occupy the minds of target users.

3. How can health care brands improve their marketing effectiveness?

In fact, online platforms have become an important channel for young users to acquire health and wellness knowledge. According to the consumer research data of Clour, among the top five platforms used by users, Douyin has become a new choice for users to compare prices and place orders; Weibo and Xiaohongshu are the main platforms for seeding, in-depth understanding of products and word-of-mouth evaluation; users choose Bilibili and Zhihu mainly to gain a deeper understanding of products.

Image source: Crawley Report

From the perspective of core consumer groups, late-night workers, sophisticated white-collar workers, and students are the three core groups interested in health care products. For health care brands, launching marketing actions based on the interests of users on various platforms and the pain points of core consumer groups is the key to achieving good results.

Health care brands need to focus on social networking and use diversified content such as social hot spots, health knowledge, and lifestyle to complete the marketing closed loop from seeding to pulling. At the same time, they need to understand user emotions, encourage user interaction, and continuously strengthen the connection with young users based on the different characteristics of the platform. Through users' sharing and discussions, the brand builds trust with users and encourages users to make consumption decisions.

In general, the consumption potential behind the health trend among young people deserves further exploration, and health brands need to show their talents to further seize market opportunities.

Author: Aries, WeChat public account: TopKlout (ID: TopKlout)