The "Healthy China 2030" planning outline proposes to improve the health literacy of the whole people. By 2030, a healthy lifestyle will be fully popularized, so that the main health factors of residents can be effectively controlled.
The investigation, monitoring and risk assessment of the health status of residents is of great significance to the implementation of the Healthy China Initiative. "Improve the health literacy and lifestyle monitoring system covering the whole country" is also written into the planning outline.
In order to contribute to the Healthy China Strategy, under the guidance of the Population and Culture Development Center of the National Health Commission, Eight Points Health News and the Institute of Health Communication of Fudan University cooperated in the development and compilation of the Chinese Residents' Health Consumption Index with the support of Huatai Securities, which was released on March 24.
The index aims to use consumption big data to measure the impact of consumption habits of residents in different regions on the health of residents, and to calculate the specific values of the average daily consumption of tobacco, alcohol, vegetables, melons, fruits, meat, eggs and milk and the proportion of regular participation in physical exercise by residents in different regions, and refer to authoritative medical empirical research to obtain the coefficient of influence of the above consumption behavior on health, and then calculate it.
Exponential display
There is room for improvement in the health consumption level of residents everywhere
In 2021, the Shanghai Residents' Health Consumption Index ranked first among 31 provinces (municipalities directly under the central government and autonomous regions). In addition to Shanghai, the top ten provinces (cities, districts) are Beijing, Tianjin, Shandong, Shaanxi, Zhejiang, Jiangsu, Liaoning, Shanxi and Guangxi.
△ In 2021, the Chinese residents' health consumption index ranked top 10
Higher levels of per capita GDP and life expectancy are highly positively correlated with the healthier consumption behavior of local residents, indicating that the gap in life expectancy between the population in economically developed and underdeveloped areas of the mainland is obvious, in addition to the differences in medical conditions and public health environments in these two types of regions, the gap between consumers' healthy behaviors and lifestyles cannot be ignored.
△ 2021 Resident Health Consumption Index Top 10 Resident Health Consumption Index compared with average life expectancy and per capita GDP
At the same time, comparing the health consumption index, per capita GDP and average life expectancy of residents in various regions, it can be found that local differences still exist, which also provides a new reference perspective for examining the healthy living standards of residents: on the one hand, the improvement of economic level can not only promote residents to buy more healthy consumer goods, but also lead to a surge in demand for consumer goods that are unfavorable to health to a certain extent; on the other hand, the improvement of regional medical standards and the improvement of social security systems allow residents to obtain better medical and health services. But it can also lead to its relative neglect of the harm caused by "unhealthy" consumption. Under the influence of these factors, some regions rank high in per capita GDP and life expectancy, but the health consumption index is relatively low.
Therefore, on the whole, there is room for improvement in the health consumption level of residents everywhere.
Liu Jian, deputy director of the Population and Culture Development Center of the National Health Commission, said that the residents' health consumption index is based on consumption big data to dynamically monitor residents' health literacy and lifestyle, and serve the healthy China strategy, which is a meaningful attempt.
According to Dr. Chen Qin, vice president and director of the Digital China Research Institute of the State Information Center and chief economist of Mai Ce, who participated in the index compilation, the research and development of the Health Consumption Index of Chinese residents was launched in April 2021, after academic research, index modeling, data mining and matching, index calibration and other links, and in October of that year, it passed the demonstration of experts in relevant fields organized by the Institute of Health Communication of Fudan University. In the process of compiling the index, it was also supported by the consumption data of Jingdong Mall and Jingdong Health.
The index released this time covers the annual indicator data from 2020 to 2021, and the R&D team will continue to expand the source of consumption big data in the future, revise and improve the index structure to obtain a health consumption situation closer to the real level of residents, and release the latest statistical reports dynamically on a quarterly basis.
Huatai Securities said that in recent years, the company has actively played the advantages of deep ploughing in domestic and foreign capital markets, helped a large number of outstanding medical and health enterprises to develop high-quality, served the national economy and people's livelihood, and supported epidemic prevention and control and the resumption of work and school through the "Yixin Huatai" public health special fund, and provided special subsidies for medical care and journalists. With the landing of big data monitoring and analysis in the field of public health, Huatai Securities will continue to exert its advantages in data technology and other fields, gather the professional strength of more partners, and help the rapid development of public health.
Consume health passwords in big data
According to the data released by the National Health Commission, the overall level of health literacy of mainland residents is still not high (23.15% in 2020), and the regional differences in health problems and health resources are large, and the health status of some regions and groups of people needs to be improved urgently.
Although some health behavior data have been reported everywhere, the survey sample is relatively limited, and the data update is slow, which cannot fully and timely reflect the changes in the health behavior of Chinese residents.
Internet big data offers another possibility for obtaining data on health behaviors. At present, online shopping has become one of the most important means for residents to obtain living resources, the scale of online shopping users in the country is close to 800 million, the distribution range of large e-commerce platforms is wide, the accessibility is high, and the big data generated by e-commerce platforms can just gain insight into the healthy consumption behavior of residents.
The Chinese residents' health consumption index is based on the big data of online shopping consumption of 36 kinds and more than 200 kinds of products in 31 provinces (cities and districts) of the domestic head e-commerce, and builds a set of dynamic and sustainable indicator systems.
Dr. Chen Qin, the author of the report, has been committed to the mining of big data in recent years, and in his view, the biggest feature of the residents' health consumption index is that it has achieved a rare balance in the cost and accuracy of obtaining health data.
Under the premise of rigorous sampling design, traditional behavior and lifestyle monitoring conducts large-scale questionnaire surveys to ask each respondent in detail about the behavior and lifestyle of each respondent. The conclusions reached by this method are highly credible, but there are also problems such as long cycles, high costs, and difficult implementation.
In addition, there may be "self-report bias" in the questionnaire survey, that is, the behavior and lifestyle status of the respondents, which may be their ideal behavior or willingness to act, rather than real behavior. For example, asking residents about their exercise time often yields results that exceed true values because people tend to overestimate their exercise time and optimistically estimate their fitness levels.
Using big data on e-commerce platform consumption within the framework of legal permission to analyze the health status implied by residents' consumption behavior – such as judging the lifestyle of residents in a place such as diet, physical activity, smoking and drinking through consumption data of food, tobacco and alcohol, electronic products, and sports equipment – the samples available are more extensive, more frequently updated, and more cost-effective than questionnaires.
△ Product categories of Chinese residents' health consumption index evaluation system
According to the report, when constructing the evaluation system of residents' health consumption index, in order to increase the representativeness and accuracy of the data, on the one hand, a variety of external authoritative data are used to verify the e-commerce data, and at the same time, the real number of consumers behind the purchaser is inferred by observing the "ruler goods" purchased by users, and the per capita daily consumption of goods is further measured.
The so-called "ruler goods" are a certain product that a representative consumer will inevitably use every day and the amount of use is relatively stable, such as toothpaste, shower gel, toilet paper and other cleaning products. In big data observations, buyers are not necessarily all consumers. Especially in family life, often one person will be responsible for the purchase of the whole family. If a user buys 90 eggs per month from the e-commerce platform, is it the user who eats three eggs a day, or buys them for a family of three, one egg per person per day? Just by looking at the amount of eggs purchased, it is difficult to make a judgment. At this time, it is necessary to introduce "ruler goods", and if it is observed that the user also has to buy about three personal cleaning products per month, the conclusion is clearer.
Finally, referring to the impact of different products on health (positive or negative), the health consumption index of residents in different parts of the country can be deduced, and the sub-index is weighted to obtain the health consumption index of the region.
Advocating healthy consumption has a long way to go
The first phase of the residents' health consumption index is composed of several dimensions such as nutritional intake, physical activity, smoking, and drinking, and is measured by using e-commerce consumption big data in all regions of the country. This is also the first active attempt to combine e-commerce consumption big data with behavioral lifestyle monitoring.
Regarding the health consumption index of specific products, Chen Qin believes that although limited by the categories and sources of data, this report is a useful exploration of the application of health consumption big data, and the most noteworthy is the ranking of smoking rates in different regions. Although tobacco sales data cannot be obtained through e-commerce platforms, smoking behavior can still be estimated through e-commerce consumption big data of tobacco-related products.
Specifically, lighter smoking utensils are representative consumer goods of smoking behavior. The higher the ranking of the health consumption index of firearms, the lower the smoking rate; conversely, the higher the smoking rate.
△ 2020-2021 Chinese residents' lighter smoking equipment health consumption index and ranking
The negative effects of smoking on health are obvious. How can we reduce the consumption of unhealthy goods such as tobacco? Zheng Pinpin, a professor at the School of Public Health of Fudan University who has long been engaged in research on health-related issues, believes that improving residents' health literacy and advocating a healthy lifestyle requires a combination of top-down policies and bottom-up mass mobilization.
On the one hand, for consumer goods with serious negative health impacts, their advertising and marketing should be strictly restricted by legislation. At the same time, advocating a healthy lifestyle can also summarize the experience from the patriotic health campaign with mainland characteristics and the prevention and control of the new crown epidemic in the past two years, such as coordinating departmental linkage, carrying out community mobilization, and emphasizing everyone's participation.
In the way of health literacy evaluation and health education, Zheng Frequent also suggested a more down-to-earth approach. "Bottom-up means that we should turn healthy lifestyles into voluntary actions by residents, not a coercive one." Health education sometimes has to put down some figures, the knowledge we provide is certainly rigorous, starting from scientific evidence, but the way it is presented should be closer to the audience's preferences and targeted. ”
Regarding the residents' health consumption index, Zheng Pingfeng said that consumption big data is generated all the time, and the consumption status of residents can be dynamically observed in real time. In the future, it can also be combined with questionnaire surveys to provide basic data for health promotion and guide residents' healthy consumption.
Chen Qin introduced that the research team of residents' health consumption index will continue to expand the source of consumption big data, and consider expanding the scope of research from living consumption categories to medical and health consumption, while continuing to conduct in-depth demonstration, improve the index structure, and dynamically release the latest statistical reports on a quarterly basis. Chen Qin also said that more online and offline shopping platforms are welcome to join the health consumption index research, jointly advocate rational consumption, healthy consumption, and promote the popularization of healthy lifestyles.