Author: Wang Yiqian
After 90' s, the best way of recreation among friends has become health preservation.
According to "20 19 National Health Insight Report", "health preservation" is no longer just a special vocabulary for middle-aged and elderly people. This is not only because of the improvement of economic development level and people's quality of life, but also because the health status of the post-90 s generation is much worse.
Compared with people of the same age five years ago, the generation born in 1990 has an obvious gap-1000 meters is slow on average10 second, and problems such as hair loss/hair loss, decreased vision, weight gain, decreased immunity, and poor skin have become problems for TAs. The working status and irregular lifestyle of "996" and "007" have made the health status of the post-90 s group begin to light up.
So, after 90, I was anxious.
After 90, in their spare time, they naturally have the unremitting pursuit of debauchery and freedom, but they are always worried about their health, so they have adopted a series of "coquettish" operations, such as staying up late tirelessly, diligent skin care, wolfberry beer and dancing with knee pads.
Behind the "punk health care" is the concern for health problems of the post-90s generation, which reflects the gradual awakening of the contemporary post-90s health care awareness and the rising demand for health care.
However, there are many specious health-keeping ideas and methods in the Buddhist concept of dying, which are just unscientific health-keeping misunderstandings of self-consolation.
Pursuing only psychological comfort is "drawing water with a sieve", so it is urgent to establish a correct concept of health preservation and seek a correct way of health preservation.
Whether it is the change of self-awareness or the change of the general environment, medical care has quietly integrated into various scenes of daily life after the 1990s.
The change of demand side directly leads to the change of supply side, and the improvement of supply side can stimulate the demand to rise. The post-90 s health care industry presents a thriving scene.
1. Dietary degreasing
According to the Blue Book of Artificial Intelligence Health Management in Guangdong Province, in recent years, the detection rate of overweight and obesity after 90' s reached 15%, and problems such as hypertension and hyperlipidemia followed. Therefore, weight control has become one of the main needs of health care, and meal replacement and light food are becoming more and more popular.
According to the data of "China Online Food Substitution Consumption Trend Insight Report" released by CBNData× Tmall, the proportion of consumers who choose food substitution when losing weight reaches 5 1%. Meal replacement brands have mushroomed, and there are more and more shops involved in light food on major takeaway platforms. Many shops specializing in salads can sell thousands of copies a month.
Even KFC, Dicos and other fast food chain brands have successively launched "light food concept stores" to get rid of the image of "high calorie and high calorie" and "junk food".
Eating healthy also extends from before meals to after meals. Meituan Takeaway and China Resources Jiang Zhong provide food and digestive services to users, so as to change the stereotype that takeout is "greasy" in the past.
Step 2 turn over health care products
"Vitamin C is whitening, chlorophyll is detoxification, grape seed is anti-aging, and cranberry is antioxidant." When asked what health care products she usually eats, the sophomore girl Xiaoyue said a lot.
Combined with the lazy nature of the post-90 s, health care products have also begun to transform into snacks and convenience.
Fang Huichuntang, Pan Gaoshou and other pharmaceutical companies have introduced individually packaged black sesame balls, and Dong 'e Ejiao has boiled Ejiao cakes into small packaged snacks. High-end nourishing products such as bird's nest have also begun to enter the daily health care scene after 90. Take Xiaoxian stew as an example. 2011In 2009, the whole network sales of Xiaoxian stews reached 654.38+300 million, up 302% year-on-year.
Traditional drinks have also played new tricks by adding medicinal materials. Pacific Coffee and Dong 'e Ejiao jointly launched coffee containing Ejiao; Feng Chun has introduced a variety of health tea drinks, and many commonly used medicinal materials are used in the drinks at present; Note: the research and development of ginger milk in spring and health tea in summer all coincide with the young people's idea of cherishing life and pursuing new trends.
3. The rise of sleep economy
A friend who is almost opposite to the author's biological clock has repeatedly worried about the possible length of life, but even if he knows a lot of truth, he still can't fall asleep early.
According to a sleep survey published by the China Sleep Research Association, the insomnia rate of adults in China is close to 38.2%, and the post-90s generation accounts for a large part.
It is impossible not to be anxious, and the post-90s generation will spend a lot of money to buy a good night's sleep. According to the public data of the e-commerce platform, from 2065438 to August 2009, the proportion of purchasing sleep aid products after 1990s reached 62%, and the increase of purchasing imported sleep aid products after 1990s reached 1 18%. Suning's double eleven consumption report shows that during the "double 1 1" period in 20 19, the sales of sleep-aiding products surged by 789.5% year-on-year; According to the data of Tmall International, during the pre-sale period of 20 19 "Double Eleven", more than 75,000 bottles of melatonin fudge were sold.
Major brands are also "breaking their hearts" for young people's insomnia.
Samsung released sleep tracker SleepSense；; Apple acquired Beddit, a Finnish sleep monitor manufacturer, and integrated it into the apple ecosystem to realize sleep monitoring; Bose introduced sleeping headphones; Mengniu and Wahaha have both introduced sleep-aid drinks; Huawei also specially designed the aromatherapy sleep aid lamp for insomnia people; Snail sleep, regular sleep and other apps dedicated to improving sleep quality began to appear ... the form of sleep assistance is also constantly derived.
4. Young health care services
The post-90s generation is a new force in consumption upgrading, and it is also the generation with the most consumption potential at present. As a generation with relatively rich material and higher acceptance of new things, the post-90s generation has a higher pursuit of comfort and relaxation. Driven by the fission spread of social apps, the post-90s anxiety about health problems has been continuously amplified, and at the same time, the post-90s awareness of health care services has become more and more mature. Because of relieving stress and sub-health, massage and SPA have become the most popular health care services for the post-90s generation.
The "old" post-90 s, which is often talked about, is not only "self-mockery and self-mockery", but also practically implemented at the consumption level.
The brand is also moving, and it is younger and more diversified in product research and development, store decoration and theme design.
Huaxia Liangzi combines China's traditional culture with the needs of modern life, and introduces a variety of decoration styles, such as new Chinese style, Nordic style and luxury style, to attract young people to punch in, and introduces a sub-brand "Houshe", which focuses on young people's leisure and health. At the same time, use online channels to start the retail of products.
According to Huaxia Yoshiko, during the period of 20 16-2020, the post-90s consumer groups grew rapidly, and the proportion of post-90s member customers increased from 1 1.2% to 3 1.7%, especially with the continuous unblocking of online channels, the post-90s consumer customers in online channels increased from 32.
As a kind of just-needed consumption, even under the expectation of economic slowdown, once healthy habits are developed, it is difficult to change easily.
Judging from the current situation, the financing situation of China's health care market is lagging behind as a whole, and the gap is obvious compared with developed countries. Taking the sleep economy as an example, it can be found from the investment trends of VC institutions that the investment in the sleep economy basically stays at around 20 17-20 18, and most of them stop before the B round.
In addition, there are many phenomena in the field of medical care, such as exaggerated propaganda, false propaganda, and scratching the ball, which directly affect the positioning and cognition of medical care in the minds of the post-90 s.
Therefore, it is not only the health care business itself that needs to combine the characteristics of the post-90s generation and carry out innovative research around products and services to improve the quality and user experience.
What we are looking forward to more is the strength of policies and supervision, and the formation of a recognized safety norm and standard.
Only in this way can we promote the standardization, standardization, precision and specialization of post-90 s medical care to a higher level.