The post-00s generation has once again made music-based health regimen popular!

The way of health preservation for the post-00s has become a music-healing "heart-nourishing" therapy. Music health preservation is the result of health preservation methods and the living habits of young people. What fascinates marketers is always what is worth thinking about and learning from behind user habits and preferences.

Have you taken care of your health today?

Looking through popular online platforms such as WeChat public accounts, Weibo, Xiaohongshu, Douyin, Kuaishou, and Bilibili, you will find that health knowledge is everywhere, and topics and hot discussions about health are constantly refreshing the public's cognition. On Douyin alone, the content of #Chinese medicine health has been played more than 23 billion times , and the play of #nourishing health has also exceeded 10 billion times.

It is hard to imagine that the way the post-00s maintain their health has changed from dietary supplements, external applications, foot soaking and other methods that directly contact the human body to music healing "heart-nourishing" therapies, which seems a bit weird and superstitious.

In order to increase the credibility of the music regimen, some people even brought out the classic work of our ancestors, "Huangdi Neijing", which contains information about the five internal organs corresponding to music, as well as music recommendations and the best listening time. This "reasonable and well-founded" operation has confused people.

Some people even posted their own music therapy music score classifications, including obesity, constipation, headache, menopause, peptic ulcer... In the comment section of music therapy, some people even started asking for "recipes". It turns out that one dares to "spread" and the other dares to believe.

What is even more surprising is that music therapy has now become a marginal subject in universities, and some people have already chosen to take this course.

Mr. Bingfa made a special search on the Internet and found that it was indeed not nonsense. Online news showed that Sichuan Conservatory of Music, Wuhan Conservatory of Music and other universities have already opened this course.

I have to say that the end of becoming beautiful is health preservation, and the end of health preservation... is no end.

1. Music regimen is not treatment, it is the "heart-nourishing" consumption pursued by young people

In the eyes of more people, running may be a healthier form of exercise. The reason why the post-00 consumer group does not choose it is because they do not want to move. Therefore, the music health regimen that can "treat" psychological problems came into being.

It is not difficult to see from the pictures posted by netizens that the music health-preserving method currently popular among young people uses music as a medium and the artistic aesthetics of music as a way to stimulate people's central nervous system and arouse people's emotions and moods. In addition, different types of music can trigger different emotional responses in users, thereby affecting people's psychological state and having a positive impact on the human body, thereby helping users maintain a way of physical and mental pleasure.

The reason why music health regimen has become so popular is largely because consumers regard music as their own social art. Consumers use music activities to promote interpersonal communication and enhance harmonious relationships between people, which also allows music health regimen to be widely spread on social media.

At the same time, to a certain extent, music can help consumers divert their attention, help people relieve stress, improve sleep quality, relieve pain, etc., making music "therapy" produce unexpected effects.

In this way, music regimen is more like a new social way and "heart-nourishing" consumption model . On the one hand, it can help users expand their circle of friends and achieve the purpose of socializing. On the other hand, it can help users divert their attention, keep consumers in a happy mood, and enhance people's sense of happiness.

2. Health preservation is a concept of health, not "seeking medical advice indiscriminately"

Contemporary health preservation is more like a very general concept of health. It is an "emergency" response of contemporary young people facing problems such as hair loss, weight gain, insomnia, depression, etc. How to combat the problems of their own physical condition makes many young people eager to find the best solution.

Therefore, those special and fresh health-preserving methods have become the goal pursued by young people. From the popularity of music health-preserving methods, we can see that primary health-preserving methods such as applying facial masks, drinking wolfberries, soaking feet, and food therapy can no longer meet the needs of consumers. Young people have begun to explore deeper levels, such as the popular music health-preserving methods and the previously popular Tai Chi meditation. Obviously, young people have gone from giving themselves psychological comfort to cultivating their body and mind, emphasizing the rhythm of cultivating the mind, which is also regarded as the interpretation of the essence of Chinese medicine health-preserving.

However, it is worth noting that health preservation is not the same as treatment, and health preservation is not "seeking medical treatment in desperation". Medicine and treatment themselves belong to the doctor's profession. Do not confuse health preservation with medical treatment. When facing physical and mental problems or discomfort, you still have to put your trust in the hospital and the doctor. After all, everyone has their own specialties.

3. What thoughts does the seemingly “absurd” consumer demand bring to marketers?

The music regimen is a way of health preservation and the living habits of young people. What fascinates marketers is always what is worth thinking about and learning from behind user habits and preferences.

1. Young people love to try new things, and the trend of health preservation has not yet "ebbed".

The first rule of contemporary marketing is attraction. Where does attraction come from? Music regimen has attracted much attention. In fact, it is the novelty that attracts the user's attention. At the same time, novelty is one of the best ways to keep users curious.

In the health-preserving trend, "applying the most expensive facial mask, staying up late at night", "soaking wolfberries in a thermos cup", "intermittent fasting" and other methods can no longer meet the needs of consumers. Contemporary young people have put forward higher requirements for health preservation. In the new consumption context, consumers' consumption has gradually changed from product demand to "health preservation" consumption, and then to "heart-nourishing" consumption, which has brought a higher level of cultivation.

Young people are keen to try new things, so the music regimen became popular as soon as it appeared. Coupled with the influence of users' health needs, the concept of health has been further subdivided, and the "heart-nourishing" consumption operation of cultivating the body and mind has emerged. In fact, many young people now regard health regimen and seeking novelty as a lifestyle. While paying attention to physical and mental health, they also enjoy a good life.

It is worth affirming that the health trend is now gaining momentum.

2. Using social thinking to do marketing can achieve twice the result with half the effort

After the music regimen became extremely popular on social media, Mr. Bingfa discovered that social thinking played a role in fueling the trend. Coupled with the widespread discussion sparked by the health trend, the social marketing concept in the music regimen successfully attracted and retained users, and established user loyalty to the new health regimen.

As a brand, where consumers’ attention is, that’s where the brand’s marketing should be. In the brand marketing strategy, add social thinking, use social product design, joint name, communication appeal, etc. to promote the interaction between the brand and consumers, and voluntarily share the content they find valuable to achieve intangible marketing and increase brand awareness.

The user interaction that forms the situation, the content that the public is interested in, and the communication matrix established by the brand on multiple platforms, the integration of multiple methods expands the brand's influence. In addition, the brand can also help the brand build word-of-mouth and increase its reputation through users' voluntary sharing on social media.

It is obvious that when brands use social thinking for marketing, they are communicating based on a deep understanding of consumers’ needs and preferences, leveraging the power of social media and the Internet to interact with consumers and improve marketing effectiveness through massive communication.

3. Emotional resonance is still an effective way for brands to connect with their audiences

As music-based health regimens become increasingly popular, emotional resonance is an important factor in helping brands build higher-level user relationships and making users feel cared for and valued.

In the public ideology, emotional resonance is more like empathy, being listened to and understood. From the brand's perspective, emotional resonance is a way to connect users with brands, to bond users with common interests, values, and experiences, and to increase user stickiness.

For example, in the music health regimen, those who have common experiences will gather together. They understand and appreciate each other tacitly. They are the vested interests of a certain consumption trend and are naturally willing to share the "benefits" with consumers who have common experiences.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"