Tmall Double 11 Witness The New Trend Of Healthy Consumption

For the health consumption market, the just concluded tmall double 11 may become a milestone: healthy consumption enters the "post wave era". Compared with the same period of last year, during the double 11 period this year, the active users of tmall after 95 increased by 102%, the per capita amount of health goods after 95 increased by 18 yuan, and the per capita amount of health goods after 00 also increased by nearly 10 yuan.

New trend of healthy consumption

The "younger" trend of health consumption is basically consistent with the previous research conducted by Ali health. The data show that in September this year, 61% of the post-95s searched for acne, 60% for sensitive muscles, 32% for insomnia and 38% for hair loss.

On the basis of insight into the above trends, Ali health and its partners jointly developed a series of ready to eat health products specially tailored for young people, such as wolfberry pulp, sour jujube seed paste, black sesame pill, collagen soft candy, etc. during the double 11 period, the sales volume increased by 401%, 178%, 215% and 114% respectively.

At the same time, the data also showed that the healthy items that the post-95s love to buy are physical examination package, medical mask, HPV vaccine, ready to eat bird's nest, condom and mask. Among the top items that boys love to buy, hair products have appeared. Among the top items for girls, physical examination package and HPV vaccine are among the top items.

It is worth noting that in the most favorite physical examination packages of the post-95 generation, regardless of boys and girls, the physical examination packages for parents and other middle-aged and elderly people are ranked in the top three, which shows that the post-95s are concerned about their parents' health while investing in their own health.

Affected by the younger health consumption, the whole trend of health consumption is also quietly changing. Take tmall double 11 tonic sales over the years as an example. Lycium barbarum is popular in 2018, red bean job's tears dominate the list in 2019, and bird's nest and ready to eat donkey hide gelatin occupy half of the country in 2020.

Health investment in small cities

This time tmall double 11, health consumption also showed an obvious downward trend. The data shows that the growth rate of health consumption in small cities is significantly higher than that in big cities. Among them, the growth rate of health consumption per capita in Xuancheng City of Anhui Province is 136%, far higher than that of first tier cities such as Beijing, Shanghai and Guangzhou.

Jieyang, Wenzhou, Ganzhou, Baoding and Fuyang are among the top five cities in the list of post-95 healthy per capita consumption cities, which shows that young people in these small cities are more willing to invest in health.

"We will continue to focus on the layout of the sinking market, so that more people in remote areas can use the Internet to more easily buy health goods and services with good prices." Ali health related person in charge said.

"Sleeping" and the most lifeless City

Shanghai, Beijing and Hangzhou ranked top three in the list of healthy per capita consumption cities, followed by Nanjing, Zhoushan, Chengdu, Guangzhou and Shenzhen.

At the same time, Shanghai, Hangzhou and Beijing ranked among the top three cities that purchased most melatonin, followed by Ningbo, Guangzhou, Shenzhen, Suzhou and Chengdu. According to the data released by Ali health, the top five cities that searched for insomnia in September were Shanghai, Guangzhou, Shenzhen, Beijing and Chengdu.

It can be seen that Shanghai is the most cherished and sleepless city in China.