The post-90s generation’s awareness of health care is gradually awakening, and their demand for health care is rising day by day.

Author: Wang Yiqian

The best way of leisure and entertainment among friends born in the 1990s has become health preservation.

According to the "2019 National Health Insight Report", "health" is no longer just a special vocabulary for middle-aged and elderly people. This is not only due to the improvement of the level of economic development and the improvement of people's quality of life, but also to a large extent because the health situation of the post-90s generation is not as good as before.

Comparing the generation born in 1990 with the same age group 5 years ago, the gap is obvious - the 1000m time is 10 seconds slower on average, hair loss/hair loss, vision loss, weight Problems such as elevated blood pressure, decreased immunity, and poor skin began to become problems that troubled them. The working status of "996" and "007" and the irregular lifestyle have caused the health status of the post-90s generation to turn red.

As a result, the post-90s generation became anxious.

In their spare time, the post-90s generation naturally has an unremitting pursuit of freedom and freedom, but they can never escape the haze of worrying about their health, so they resort to staying up late, diligently doing skin care, drinking beer with wolfberry, A series of "coquettish" operations are performed on the disco wearing knee pads.

Behind "Punk Health Care" is revealed the concerns about health issues of the post-90s generation, which reflects the gradual awakening of the contemporary post-90s generation's health awareness and the increasing demand for health care.

However, the Buddhist health-preserving concept of seeking death while maintaining health actually contains many specious health-preserving ideas and methods. In the final analysis, it is just a self-comforting, non-scientific health-preserving misunderstanding.

Merely pursuing psychological comfort will end up "drawing water from a bamboo basket but in vain". It is urgent to establish a correct concept of health care and seek the correct way of health care.

Whether it is due to changes in self-awareness or the general environment, health preservation is quietly integrated into every scene of the daily life of the post-90s generation.

Changes on the demand side directly lead to changes on the supply side, and improvements on the supply side can stimulate rising demand. The post-90s health care industry is booming.

1. Eliminate greasy food

"Guangdong Provincial Artificial Intelligence Health Management Blue Book" points out that in recent years, the detection rate of overweight and obesity among those born in the 1990s has reached 15%. Problems such as blood pressure and hyperlipidemia also arise. Weight control has therefore become one of the major demands of health care, and meal replacements and light meals are becoming more and more popular.

Data from the "China Online Meal Replacement Consumption Trend Insight Report" released by CBNData×Tmall shows that the proportion of consumers who choose meal replacements when losing weight reaches 51%. Meal replacement brands are springing up like mushrooms after a rain, and there are more and more light food stores on major takeout platforms. Many stores that specialize in salads sell thousands of servings per month.

Even fast food chain brands such as KFC and Dicos have successively launched "light food concept stores" in order to get rid of the image of "high calorie and high calorie" and "junk food".

Eating healthily also extends from before meals to after meals. Meituan Takeout and China Resources Jiangzhong not only provide delicious food but also provide users with digestive services, hoping to change the stereotype of "greasy" takeout in the past. impression.

2. The transformation of health care products

"Vitamin C is for whitening, chlorophyll is for detoxification, grape seeds are for anti-aging, and cranberries are for antioxidants." Sophomore When the girl Xiaoyue was asked what health supplements she usually takes, she spoke in detail.

Combined with the lazy attributes of the post-90s generation, health products have also begun to transform into snacks and convenience.

Pharmaceutical companies such as Fang Huichuntang and Pan Gaoshou have launched individually packaged black sesame pills, and Dong'e Ejiao has made boiled donkey hide gelatin cakes into small packaged snacks. High-end nourishing products such as bird's nest have also begun to enter the daily health care scenes of the post-90s generation. Take Xiaoxian Stew as an example. On Double 11 in 2019, Xiaoxian Stew’s online sales reached 130 million, a year-on-year increase of 302%.

Traditional drinks have also been given new twists by adding medicinal materials. Pacific Coffee and Dong'e Ejiao have jointly launched coffee containing donkey hide gelatin; Chunfeng has launched a variety of health tea drinks, and a variety of commonly used medicinal materials are used in Among the freshly prepared drinks, Chun Chun Humanistic Tea has developed golden ginger milk and summer health tea...all of which coincide with young people's idea of ??cherishing life and maintaining health while pursuing the latest trends.

3. The rise of the sleep economy

A friend whose biological clock is almost opposite to the author has worried about the possible length of life many times, but even though he understands a lot of truth, he still cannot fall asleep early.

A sleep survey released by the China Sleep Research Association shows that the insomnia rate among Chinese adults is close to 38.2%, and those born in the 1990s account for a large part of it.

It is impossible not to be anxious. The post-90s generation spends a lot of money to buy a good night's sleep. According to public data from e-commerce platforms, from January to August 2019, the proportion of people born in the 1990s who purchased sleep aid products reached 62%, and the purchase of imported sleep aid products by the post-90s generation increased by 118%; according to Suning Double Eleven Consumption reports show that during the "Double Eleven" period in 2019, sales of sleep aid products surged 789.5% year-on-year; according to Tmall International data, during the "Double Eleven" pre-sale period in 2019 alone, more than 75,000 melatonin gummies were sold bottle.

Major brands are also "worrying" about the insomnia problem of young people.

Samsung released the sleep tracker SleepSense; Apple acquired the Finnish sleep monitor manufacturer Beddit and integrated it into the Apple ecosystem to achieve sleep monitoring; Bose launched sleep-aid headphones; Mengniu and Wahaha have launched Sleep-aid drinks have been launched; Huawei has also designed aromatherapy sleep-aid lamps specifically for people with insomnia; apps dedicated to improving sleep quality such as Snail Sleep and Regular Sleep have begun to appear... The forms of sleep aids are constantly evolving.

4. Rejuvenation of health care services

The post-90s generation is a new force in consumption upgrading and is currently the generation with the greatest consumption potential. As a generation that is relatively rich in material and more receptive to new things, the post-90s generation also has a higher pursuit of comfort and relaxation. Driven by the fission spread of social apps, the post-90s generation’s anxiety about health issues has been continuously amplified. At the same time, the post-90s generation’s awareness of health care services is also becoming increasingly mature. For reasons such as relieving stress and relieving sub-health, massage and SPA have become the most popular health services for the post-90s generation.

The post-90s generation who often talk about "getting old" is not just talking about "self-deprecating", but also actually implements it at the consumption level.

The brand has also followed suit and moved towards a more youthful and diversified approach to product development, store decoration and theme design.

Huaxia Liangzi combines traditional Chinese culture with modern life needs, launching new Chinese, Nordic, light luxury and other decoration styles to attract young people to check in, and also launches Zizi that focuses on youth leisure and health. The brand "has a back home" and at the same time, it uses online channels to launch product retail.

Actions feed back into results. According to Huaxia Liangzi’s disclosure, between 2016 and 2020, the post-90s consumer group grew rapidly, and the proportion of post-90s member customers increased from 11.2% to 31.7%, especially with the With the continuous development of online channels, the number of post-90s consumers online has increased from 32.6% to 64%.

Consumption is a rigid need. Even under the expectation of economic slowdown, once the health habit is formed, it is difficult to change easily.

Judging from the current situation, China's health care market financing situation is generally lagging behind, and the gap is obvious compared with developed countries. Taking the sleep economy as an example, it can be found from the investment trends of VC institutions that investment in the sleep economy basically stayed around 2017-2018, and mostly stopped before the B round.

In addition, the field of health care is a mixed bag, and phenomena such as exaggerated publicity, false propaganda, and sideballs frequently occur, which directly affects the positioning and cognition of health care in the minds of the post-90s generation.

Therefore, it is not just the health care businesses themselves that need to incorporate the characteristics of the post-90s generation, conduct innovative research around products and services, and improve quality and user experience.

What is more expected is the power from policy and supervision, as well as the formation of a recognized safety norm and standard.

Only in this way can the health care of the post-90s generation be promoted to a higher level of standardization, standardization, precision and professional development.