Eating, sleeping, breathing, all-round attention, healthy ecology, and intensive care.

Young people are troubled by practical problems such as lack of sleep, irregular diet and lack of exercise, and begin to pay more attention to health problems. The healthy ecology of six health scenes, such as table health, health care, home health, health care, emotional healing and deep sleep, has entered a new stage of development.

Six scenarios of healthy ecology evolving into a new order are the most typical.

The "14th Five-Year Plan" clearly points out that we will continue to promote the transformation from disease treatment to health management, and put "prevention" in a more prominent position. This coincides with the current health concept of Chinese people. The public is not only concerned about treatment and drugs, but also expects prevention and maintenance to become a sustainable daily life.

In recent years, medical enterprises, financial and insurance companies, and Internet companies have continued to lay out the big health market by virtue of their own track advantages. Some have integrated the upstream and downstream of the industrial chain to build a full-cycle big health management platform, and some have created a comprehensive service system for refined health management through technologies such as artificial intelligence and cloud services. The demand side and the supply side jointly promoted the whole healthy ecology to evolve into a new order.

According to the Report on Nutrition and Chronic Diseases of China Residents, there are nearly 300 million patients with chronic diseases in China, and the number is increasing year by year, showing a trend of youthfulness.

On the one hand, young people suffer from practical problems such as staying up late (56%), irregular diet (35%) and lack of exercise (35%), on the other hand, they also give play to their subjective initiative to "save themselves". For example, insomnia, search on the e-commerce platform found that the monthly sales of melatonin products in the head are more than 10,000; On the bilibili, more than 20 million sleep-aid videos such as rain, white noise and 432 Hz panoramic sound were played.

Sleep is only one aspect. Diet health, sleep health, exercise health and even respiratory health and scalp health are infiltrating into all aspects of Chinese life, and are developing in the direction of refinement and daily life. The whole healthy ecology has also entered the "intensive cultivation era".

According to the Insight Report on Healthy Living Trends in China in 2023 released by CBNData, the intensive care mode of six health scenes, namely, table health, health care, home health, health care, emotional healing and deep sleep, is the most typical.

Food is healthy, grab snacks, and care for the scalp.

Providing healthy vegetables with rich nutrition with fewer calories-With people’s increasing concern about food health, "super food" has entered the public’s field of vision. In the past year, the number of discussion posts related to "super food" on the platform of Little Red Book has doubled. Kale, brown rice, chia seeds, raw cocoa powder … a series of once slightly unpopular foods now have many fans who pursue a healthy and slim figure.

We should not only satisfy our cravings, but also make our bodies lightly burdened-besides three meals, people’s health of food is also refined to snacks. According to the report, more than 60% of consumers are concerned about whether the products meet the health needs such as no addition and little addition. With the increasing demand of users for health, leisure snack brands also smell the breakthrough point of differentiation. Taking the dried mango introduced by a domestic brand as an example, Xiaotainong No.1 mango was selected, and the ingredients were simplified in the production process, and the original flavor of mango was restored by zero flavor pigment, which stood out among many pickled dried mangoes with heavy taste.

At the same time, healthy snacks also expand a variety of consumption scenarios. For example, in the New Year gift-giving scene, the nut gift box becomes the preferred category.

In the field of washing and care, people have never returned on the road of refinement, and started the intensive care from scalp, teeth to skin. For example, in the field of body care, people’s demands have been upgraded from basic cleaning to functions such as mite removal, bacteriostasis and acne removal.

The upgrading of people’s demand for nursing experience makes the brand innovate products based on its own characteristics to provide a better experience. For example, a national care brand used to focus on medicated soap, but now it has also introduced liquid soap, which changes the traditional rubbing method, makes care more convenient by pressing and foaming, and is more friendly to the skin barrier by the combination of colloidal sulfur and amino acids.

Home health runs through drinking water and breathing. Intelligent technology cuts into sleep scenes.

In terms of home health, China families pay more and more attention to drinking water health and respiratory health, and home water purifiers and air purifiers have become popular products.

According to the Report, 53% of the respondents are concerned about drinking water health, which is reflected in the consumption data. From January to September 2023, the scale growth rate of the TOP brand of home water purifier on e-commerce platform is considerable.

In the new field of respiratory health, people are most concerned about the "circulation problem", which has also led to the rise of household air purifiers and oxygen generators.

At the same time, technological innovation is helping to solve the sleep problem, and intelligent technology products are popular.

Insomnia is a scourge for contemporary people. According to the survey, nearly 300 million people in China have sleep problems. Retaliatory staying up late and mental stress make it difficult to sleep peacefully.

At present, intelligent technology has cut into the "sleep" scene, and many "sleepy households" have begun to seek a safe night’s sleep with the help of smart wearable devices such as smart sleep devices and sleep ventilators. The report shows that the "sleepy households" in the post-00, post-95 and post-90 age groups have a strong preference for related technology products.

Young people’s ancient health care "blood awakening" light outdoor light healing to find dopamine

Health care products are no longer exclusive to silver-haired people, and many young people have entered the ranks of "fourth meal" consumption in advance. People of different ages have different needs for health care products, but daily nutrition balance, relieving visual fatigue and bone and joint health have become consensus issues of many ages.

Intergenerational differences are also reflected in the way of health care, and the blood of young people’s ancient health care has been "awakened". In bilibili, the video of Ba Duan Jin’s tutorial has been played more than 10 million times, the topic of "holding trees" in Little Red Book has been viewed more than 10 million times, and there are more than 50,000 notes on "basking in the back". The new generation has begun to give their bodies to nature and experience the true energy of heaven and earth.

Another representative of embracing nature is the outdoor lifestyle. From camping to upstream, from hiking to citywalk, lightweight outdoor sports with "low threshold and strong socialization" have become a popular way to decompress. According to the Report, emotional relaxation and healing (55%), releasing the pressure of life and work (53%) and being close to nature (52%) are the main factors for people to participate in outdoor sports every day.

In addition to natural outdoor, directional sensory therapy provides people with a new way of emotional experience. According to the odor market survey of MoodMedia, 75% of the emotions generated by human beings every day are caused by odor, and the emotional value of olfactory economy is constantly being amplified. Different kinds of products, such as scented candles, aromatherapy essential oils and scented body lotions, continue to emerge, providing various functions such as relaxation and healing, helping sleep and calming the nerves.

The sound healing represented by ode bowl and ASMR (also known as "ear sound") is also quietly "breaking the circle" by the minority. According to the report, during the period from September last year to August this year, the number of posts related to "ode to healing and meditation" in Xiaohongshu reached 120,000, an increase of 124% year-on-year, and the amount of interaction increased by 87% year-on-year.

Text/reporter Chen Si

Source: Beijing Youth Daily