(Image source: Photo.com)
In the hearts of many people, Beibei Jia is a memory of that innocent era. Back then, the TV shopping channel broadcast a good back commercial, in which teenagers wore it and were no longer hunched over and had a broad body.
However, with the passage of time, live streaming has become a new shopping trend, and Beibeijia has also kept up with the pace of the times, expanding the target group from teenagers to adults. In the live broadcast room of the official flagship store of Beibeijia on the Douyin platform, the anchor enthusiastically introduced the product, saying that whether it is a man or a woman, as long as they are under the age of 65, they can buy Beibeijia to improve their posture. Not only does it correct the body, but it also supports the spine and cinches the waist sideways, so that people can feel a noticeable improvement in posture after wearing it for a while.
And the sales figures of the back are also a testament to its popularity.According to the e-commerce commodity data query and data analysis platform Cicada Mother, the cumulative sales of Beibeijia in the past 90 days have exceeded 100 million. On May 8, Beibeijia's products ranked first in the list of live broadcast products in the healthcare category.
In this regard, netizens commented that in fact, it is the post-90s generation that has always been locked in Beibeijia. Since their teenage years, Beibeijia has grown up with them, and now, as this group of people grows older, Beibeijia's propaganda strategy has also changed from "brainwashing" their parents to directly "brainwashing" them themselves.
Health care products can be divided into three categories: health food, health medicine and health care products.
In the mainland health care products industry, the rise of live streaming has also brought new development opportunities for brands. As livestreaming has become one of the main ways for consumers to shop, health care product brands can interact more directly with consumers through livestreaming platforms, promote the efficacy and features of products, and enhance brand awareness. Similar to the case of a good back, brands can adjust their product positioning and marketing strategies according to market demand to attract more consumer attention.
Looking back at the mainland health care products industry:
Household medical devices: foreign brand Omron leads
From the perspective of market brand ranking, according to the data of China Brand Network, the representative brands of China's household medical devices mainly include Omron, Yuyue, Rongtai, Panasonic, Aosheng, Taichang, Philips Weikang, Roche, Kangtai Medical, Kefu, etc., and the specific introduction of each brand is as follows:
The market for health care products is growing rapidly
In recent years, China's fitness equipment market as a whole has maintained stable growth, and the epidemic has led to changes in fitness habits, and people are more inclined to work out at home, which has promoted the increase in demand for home fitness equipment. At the same time, factors such as increased awareness of health care, aging population, and increased work pressure among young people are driving the demand for massage appliances to rise. In addition, the demand for easy-to-operate, small-size, and portable home medical equipment is also increasing. The epidemic in 2020 further stimulated the demand for household medical devices, and the demand for household medical equipment such as forehead thermometers grew rapidly.
Forecast of the market size of the health care products industry
With the growth of the country's per capita GDP, consumers have undergone a major change in the consumption concept and willingness of health food, and the consumption attribute of health care products has gradually changed from optional consumer goods to mandatory consumer goods. Affected by the new crown epidemic, the awakening of national health awareness has accelerated, residents' consumption concepts have been upgraded, and the demand for health care products has increased, which has brought long-term benefits to the health care products industry. According to the forecast data of various segments, it is expected that by 2028, the market size of China's health care products industry will exceed 1.5 trillion yuan.
Founder Securities released a research report pointing out that the health industry is an area full of potential, and the mainland health care products market has huge room for development. From the perspective of the industrial chain, 1) the competition at the downstream brand end is fierce, and the concentration of the dietary supplement market is low. In addition, there is currently a lack of standards and specifications for functional foods, and many emerging brands are rapidly promoting them through online channels, but the life cycle of the product has not yet been verified.
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For more research and analysis of this industry, please refer to the "Analysis Report on the Development Prospects and Investment Strategic Planning of the Global and Chinese Health Care Products Industry" by the Prospective Industry Research Institute.
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