Jujube, Lycium barbarum, Mulberry, Astragalus membranaceus, Lily, dried longan, rose, chrysanthemum, vitamin B, vitamin E, black sesame pill, coenzyme Q10 ........................................................................................................
Every medlar and capsule in the bottle seems to be telling the smallness and preciousness of life.
But at night, the night seems to have swallowed up this persistent life-saving power. In the face of "staying up late", Yu seems to care less about his health than anyone else.
"Eat spicy, drink chrysanthemum tea, get angry. After staying up late, I will eat liver protection tablets and go to the pedicure shop for massage every two weeks. " Yu said that as a middle-aged post-90s generation, the basic "cultivation" of health preservation is to be willful and healthy.
According to the current fashion, the "punk regimen" of "saving while dying" has become the last stubbornness of the generation after 90.
The keen capital naturally smells the great power behind this "new consumerism". According to CVSoure's investment data, since 2020, many health care brands have obtained financing, and Sequoia Capital, Meihua Venture Capital, GGV ggv Capital, Gaoyou Venture Capital, Gao Rong Capital, Tiantu Investment and Liu Qing Capital have entered the market one after another. At the same time, some time-honored domestic products have also joined this "punk health" heat wave.
I have to say that this post-90s generation has promoted a "big project" of hundreds of billions.
1 hour sales increased by 500% year-on-year, and the "life-saving family" after 1990 set off a new trend of health care.
Yu's road to health preservation began in the second half of 20 19.
During that time, she always suffered from insomnia at night, and it was difficult to wake up when she fell asleep. Under my friend's Amway, I decisively bought a bottle of melatonin.
"Melatonin is effective for me, and I will eat it occasionally when I can't sleep." Yu said that since then, her impression of health care products has changed a lot.
Starting to trust and rely on health care products has become the first step to relieve my health anxiety.
Although she doesn't eat breakfast, she will insist on drinking homemade "red dates, longan, wolfberry and astragalus" tea in the morning; Despite her irregular diet, she tried to eat two pieces of Ejiao cakes after lunch. Even if she stayed up late every day, she actually prepared black sesame pills and anti-hair growth capsules.
"For example, the story of' I can't do anything, I'm afraid to die first' on the Internet is really my true psychological portrayal. I hope I can walk calmly on the road of getting old and ugly." I said jokingly.
For Wang Hongze, a boy born after 1995, the main way to keep fit is to "get rid of moisture". Before going to bed every night, Wang Hongze will put a Chinese medicine ointment on his navel to eliminate the moisture in his body. Occasionally, sometimes, Wang Hongze will go to the physiotherapy shop to do cupping and moxibustion.
"Whether there is any actual effect or not, it is enough to feel useful in my heart." Wang Hongze's health principle pays more attention to "restoring peace of mind".
In any case, the post-90s who cherish life seem to be particularly concerned about the pursuit of health, and they have joined the tide of "fancy health preservation". The report on the trend of young people's health consumption shows that the post-90s generation shows signs of declining health status, and more than 90% of young people have health awareness.
According to the data of "Double 1 1" released by Ali Health, during the period of "Double 1 1" in 2020, the active users of Tmall Medicine after 1995 increased by 102% year-on-year, and the per capita amount of health care products purchased after 1995 increased by 18 yuan.
This batch of post-90s healthy army also directly promoted the sales of healthy nutrition. On the same day 1 1, the turnover of nutritional products in JD Health increased by 500% year-on-year, and the turnover of the whole day increased by nearly 200% year-on-year.
According to Le Kang, the founder of BUFFX, a major functional food brand, punk health care for young people is of great significance. "In the shallow environment, the fragmentation of young people's living areas and jobs will lead to the stress of everyone's spirit and life; In essence, we feel that the younger generation has an overall jump in their demand pyramid compared with the previous generation after the 1980 s. "
Starting from the "head" and stepping into a new era of health care
The post-90s "midlife crisis" and health care anxiety are the most visible to the naked eye.
According to the report on the trend of young people's health consumption, the main signs of the decline of health status after 1990 are hair loss/hair loss, impaired vision, obesity, decreased exercise ability, decreased immunity, hearing loss/tinnitus and so on. Among them, hair loss is the most serious problem, accounting for 54%.
At the same time, the data released by the National Health and Family Planning Commission shows that more than 250 million people in China are suffering from hair loss, with an average of 1 person in every five people facing hair loss. Among the current hair transplant groups, young people aged 20 to 30 account for 57.4%.
It can be seen that "staying up the deepest and losing the most hair" has become the normal life of the post-90 s.
According to the co-founder of Men's Health Management Platform "Menxlab Man", at present, the post-90s users of Menxlab account for about 60%, most of them are in the age group of 25-30, and there is an upward trend.
"After 90, it has become the hardest hit area for hair loss, and it is the just-needed population to prevent hair loss." According to the co-founder of Menxlab Manshi, the proportion of male hair loss population in China is increasing at a rate of at least 15% every year, and the growing user demand in the male health consumer market needs to be met urgently. Moreover, from the genetic level, the probability of male hair loss is greater than that of female.
Everything starts from the "head", and the road to health after 90 is no exception. In fact, saving hairline seems to be only the entry level of post-90 s health care solutions.
According to "20 19 National Health Insight Report", among people of all ages, the post-90s have the lowest health score. "I dare not read the medical report after 90" once became a hot word on the Internet.
The 2020 National Health Insight Report also shows that in the post-95 s and post-00 s, the proportion of people who even worry about sudden death every day is 7% and 9% respectively. This means that among those young people under the age of 20, one in ten are often troubled by the fear of sudden death.
Therefore, choosing functional health products or health care services to improve immunity and delay aging has become another magic weapon for post-90s health care.
The Secret of Health Care for the Post-90s pointed out that the health care products selected by the post-90s are mainly health care products, food and Chinese herbal pieces. Among health products, calcium tablets and vitamins account for the highest proportion.
Le Kang told China Investment Network that two weeks after the official launch of BUFFX functional candy on Taobao, Youzan and other e-commerce platforms, the company's cumulative sales exceeded 1 10,000 yuan.
At present, there are five main products of BUFFX functional candy, namely vitamin C soft candy, γ -aminobutyric acid soft candy (GABA), blueberry lutein ester soft candy (relieving eye fatigue), white kidney bean chewing candy (anti-sugar, anti-starch and anti-fat) and black ginger soft candy (enhancing energy).
"What we are doing is punk healthcare itself. It can be both delicious and useful. " Le Kang said that one of the classic examples of punk health care is soaking Lycium barbarum in cola, which is what BUFFX is doing. The company targets users at young people. By adding mild functional ingredients, consumers can get the nutritional supplements they need and satisfy taste buds at the same time.
Capital enters at a high speed: some people get four rounds of financing in eight months, while others get multiple T's in one breath.
Not surprisingly, capital has already paid attention to and entered this new consumption trend pulled up by the post-90s generation.
According to CVSource investment data, since 2020, health care products or services for young people have been continuously financed, and many well-known institutions such as Gao Rong Capital, Sequoia China, Meihua Venture Capital, GGV ggv Capital, Gaoyao Venture Capital and Panda Capital have entered the market one after another, with rapid gestures.
In the eight months from February, 2020 to June, 2020, 5438+ 10, Menxlab successively obtained four rounds of financing, and the investment blessings came from Gao Rong Capital, SIG Heiner Asia Venture Capital, Unique Capital and Huachuang Capital. From April, 2020 to August, 2020, BUFFX also received two rounds of financing, which were bet by GGV ggv Capital, Sequoia Capital China and Meihua Venture Capital respectively.
At the beginning of its establishment, BuffX won ts from many investment institutions based on the track selection, elite team composition and clear brand positioning of functional food, and the Angel Wheel chose Meihua Venture Capital and Sequoia China.
On June 4th, 2020, 65438+February 4th, 2020, the customized vitamin DTC brand "Lemon Box" won a multi-million-dollar Pre-A round of financing, with Panda Capital leading the investment and Y Combinator Lin Zhong Capital following the investment; On June 5438+February 65438+February, 2020, Zuodian, an intelligent health medical technology brand positioned in the scene of young people's use after 1980s and 1990s, announced the completion of the A+ round of financing of over 100 million yuan, with Gaoling Venture Capital leading the investment, Liu Qing Capital, Tiantu Investment, Tongchuang Ye Wei and Country Garden Venture Capital following the investment. ...
According to China Investment Network, some enterprises directly won multiple T's in the initial stage without any products or even PPT.
Wu Shichun, the founding partner of Meihua Venture Capital, told China Investment Network that with the improvement of mass consumption level, the standard of consumer goods will be higher. In this environment, the rise of new domestic brands is inevitable. The development of health care industry also needs new brands and products to iterate.
"Just like my new brand' five new': new supply chain, new design, new marketing methods, new channels and new target groups including generation Z, I believe that trendy brands will be born in every consumer field." Wu Shichun said.
The reason why the capital attack is so rapid is inseparable from the broad market potential behind this new consumption direction.
According to the research report of Ai Media Consulting, the market size of the health care industry has maintained a double-digit growth rate in the past six years. By 20 19, the market scale will reach about 222.7 billion yuan, and it is expected to exceed 330 billion yuan in 202 1 year.
The co-founder of Menxlab pointed out that the user composition behind "punk health" is Generation Z awakened by healthy consumption, and its consumption attitude and preference affect the future brand trend. "They pay more attention to self-satisfaction, make up while hurting, and tend to be lighter and healthier. The future market scale will exceed 100 billion."
At the same time, some old brands of health care products have begun to join the pursuit of this scale of 100 billion. For example, Tomson Bianjian gradually aimed at young people on the product and brand side and launched a series of fashionable star products; Dong 'e Ejiao built a pop-up shop, and launched health care products such as "healthy gold bars" and Dong 'e Ejiao powder to cater to young people and seek new breakthroughs.
In Le Kang's view, the rise of health care products brands or functional food brands is the natural direction of market evolution, which also shows that demand does exist.
"Time-honored brands have their own advantages, but they also have disadvantages under their inherent advantages. New brands also have their own vitality and brand power. We hope to encourage more brands to join such market competition and expand the market together. " Le Kang said that on the track of functional health care products, the enterprises that can run out must be enterprises that make products and operate users in a down-to-earth manner. Those so-called "health care products" are just concept additions and marketing gimmicks, and will eventually be eliminated by the market.
(At the request of the interviewee, Yu and Wang Hongze are pseudonyms. )