It's true. According to the data of 20 18, although Generation Z accounts for about 19% of the total population in China, it contributes 40% of the total consumption. With the improvement of income and consumption level of Generation Z, Generation Z is gradually becoming the main force to stimulate consumption growth.

For the consumption characteristics of generation Z, the general trend is these three aspects:

Strong social attributes: it will enhance the stickiness because of the social attributes attached to the product, love planting grass and sharing the economy;

Physical consumption preference driven by spiritual consumption: it is reflected in the willingness to pay interest, higher acceptance of premium and preference for products with strong emotional substitution;

Yan value is justice: in the Z generation, the pursuit of Yan value is not only in the shaping of its own face value, but also in all aspects of consumption.

The brand circle that grasps consumer demand in the Z era must be a concentration camp. This is not the conclusion reached by patting the head, but the conclusion reached by the market with its feet. These brands favored by young people often enjoy higher market expectations and higher premiums. Of course, they also show strong growth results from the consumption attributes of the Z era.

Corresponding to these three consumption characteristics, there are several typical examples: Xiaohongshu, a grass-growing community established seven years ago, won the D-round financing of 300 million US dollars led by Ali in 2020 with a valuation of 3 billion US dollars; The video platform that has gathered the most Z generations, the stock price has increased fourfold in 2020; POP MART, a brand owned by Wan Chao Blind Box, has a net profit of only 456,543.8+billion in 20 19, but holds a market value of over 70 billion Hong Kong stocks. However, Aimeike, a domestic medical beauty injection company, has seen the highest increase of more than 8 times since its listing on the GEM, supporting a market value of 80 billion and a net profit of 440 million in 2020.

As investors in the medical field, how should we grasp the medical needs of consumers related to Generation Z? The answer is: from the keywords related to health and face value and the personality characteristics of Z generation, grasp the two opportunities of medical beauty and health care products.

1, Yan value economy, Z generation's "rigid demand" for medical beauty

In 2020, affected by the epidemic situation, the consumption expenditure of domestic new white-collar workers in various fields will be affected to varying degrees, but medical beauty is the only consumption expenditure that does not decrease but increases, which shows the importance of "face value" in the minds of the younger generation.

The newly released Picture Book of China Medical Beauty Seekers in 2020 shows that among all beauty seekers, generation Z born after 1995 exceeds 1/3 of the total number. After 1995, represented by the student party and single people, finding a job and finding a partner are their two main motives for contacting medical beauty.

Among them, the five largest users of medical beauty search include skin beauty, eye plastic surgery, cosmetic dentistry, nose plastic surgery and body shaping.

We believe that based on the demand trend of young consumers and the layout of domestic listed companies, the main opportunities still exist in the fields of light medical beauty and orthodontics.

Non-surgical injection: Non-surgical items are favored by medical and aesthetic consumers because of their high safety, quick effect and no operation. At present, the two mainstream injection items are hyaluronic acid and botulinum toxin. Huaxi, the upstream raw material of hyaluronic acid, has the highest biological capacity in the world, while the research and development ability of injection medical and mechanical products is scarce and unique. In addition, the second generation of girls' needles of Huadong Pharmaceutical Company will have a certain explosive force after being approved in China.

Shaping instruments: at present, the market is mainly based on facial medical beauty. In fact, we have done market research on women around us and found that the market potential of body shaping is also huge. However, most of the instruments used by medical beauty institutions are mainly imported brands, and users trust imported brands. At present, such as Aimeike, Haohaishengke, Huadong Medicine and Fosun Pharma are all consciously laying out in this direction. It has been laid out, and it is worth noting that Israel Feiteng acquired by Fosun and Hi-Tech acquired by East China Medicine.

Oral Beauty (Orthodontics): The project of oral beauty includes many aspects, among which the consumption of orthodontics and implants (at their own expense) is stronger, the effect is obvious and the potential opportunities are greater. At present, invisible orthodontics is favored by young people in China. Competitive listed companies include Invisalign and Times Angel, whose H shares will be listed soon. But at present, there are only crown materials and restoration membranes. The competition between domestic porcelain manufacturers and Zhenghai Bio is fierce, and the most valuable implants are still monopolized by imported manufacturers. With the continuous technological breakthrough of domestic enterprises, they will have broad import substitution space, and closely follow the specific progress of relevant domestic manufacturers.

2. Young people's health needs are outstanding, and the health care industry is developing rapidly.

With the emergence of the aging phenomenon of the post-90s, more than 90% of the post-90s have begun to have health awareness. At the same time, it can be seen from the trend that e-commerce is becoming the main sales channel of health care products, and young people after 90 are becoming the new force to buy health care products.

According to the data of Ali 20 19-2020, the online sales of health care products increased significantly in 2020, and the annual sales of health care products in Ali channel reached 33.396 billion yuan, an increase of 55.95% compared with 20 14 10 billion yuan.

According to the statistics of Tmall International, the consumers of imported health care products are mainly young people after 1980s and 1990s. From Tmall's best-selling health products, we can also spy out the consumption preferences and trends of young people, mainly focusing on oral beauty, anti-aging (NMN) and gastrointestinal health (probiotics).

For the above five categories of items, we suggest that we can focus on the oral beauty market segment, followed by bone and joint health. Probiotic subdivision. The second-ranked NMN category has been "exaggerated" by manufacturers in recent years. At the beginning of this year, the national level has come forward to crack down, domestic listed companies are seriously hyped, and there are very few companies with substantial competitiveness.

Oral beauty: more direct than external application, more gentle than moving knife. As a new way between ordinary skin care and professional medical beauty, oral beauty is becoming more and more popular, which conforms to the traditional concept of "nourishing from the inside" of Chinese consumers.

Famous brands such as Swisse have been born in the field of oral beauty products in the world, which have been recognized by consumers in many countries, but there are still no good brands in China. In terms of domestic listed companies, the last article "Hyaluronic acid giants are crazy, close to the market value of 100 billion. Is the liberalized oral beauty market really so fragrant? It is mentioned that Huaxi Bio, as a hyaluronic acid giant, took the lead in launching the first hyaluronic acid food brand "Black Zero" in China based on its own advantages, and has the opportunity to become the first brand in China to eat the big cake of "oral beauty market".

Bone and joint health &; Probiotics: Bone and joint health tends to be consumed by middle-aged and elderly people, while the field of probiotics is people of all ages. Tomson Bianjian has a very strong advantage in these two popular leaders. The company not only owns the domestic best-selling brand Jianliduo series, but also acquired the internationally renowned probiotic brand Life-Space at the end of 20 18. In addition, there are many single products such as Jianshijia+Jiananshi eye protection series and protein powder series, and the products are rich.

Summary: The world is your and ours, but in the final analysis, it is your.