Sports, health, and nutrition have become new highlights of consumption, and "618" has opened up consumption | sports | health
Pre sales will start in mid May, final payment will be made on May 31st, and discounts will continue in early June. With major e-commerce platforms launching "618" activities, the slightly dull consumer market in the first half of this year has finally reached a small peak.
According to data from platforms such as Tmall and JD.com, luxury goods, beauty, sports and health, and nutrition have become the highlights of consumption this year.
On the Tmall platform, more than a dozen luxury brands such as Burberry and Chloe have completed transactions in 30 minutes, surpassing all transactions in the same period last year; After one hour of sales, brands such as L'Oreal, Perlier, Lancome, and Est é e Lauder have surpassed 100 million yuan, ushering in a comprehensive recovery in the beauty industry; Selling for 4 hours, sales of nutritional and health foods such as water milk, functional candies, light meals, and student milk powder exceeded the first day of last year.
On the JD platform, during the pre-sale period, the skiing category experienced a major off-season outbreak. Leading skiing brands represented by BURTON had a pre-sale opening of 4 hours, with order amounts exceeding 64 times the full cycle of last year; The pre-sale orders for 16 categories, including sports shoes and clothing, sports trendy shoes, off-road running shoes, summer light and thin assault jackets, and outdoor backpacks, all increased by over 100% year-on-year; After the pre-sale of indoor sports equipment started, the order amount exceeded the full day on the first day of last year within 4 minutes; The transaction volume of the nutrition and health care category surged by 804%.
The rapid growth of sports, health, and nutrition products on several major e-commerce platforms has attracted the attention of industry insiders. "In the post pandemic era, people hope to find some certainty among the numerous uncertainties, which is reflected in improving their immune system and making their nutritional and immune levels something they can control." Wu Jian, General Manager of the Nutrition and Health Business Unit of Mengniu Group, saw that in recent years, the number of sports and fitness enthusiasts such as road running, marathons, and cross-country running has rapidly increased, becoming potential consumers in the sports and nutrition market.
Li Xinchen, the head of IQVIA's consumer health business, analyzed that after the country proposed the national fitness strategy, many indoor and outdoor fitness venues were built, increasing investment in the sports and fitness industry. Both supply and demand have significantly increased, which has led to a rapid growth rate in this type of consumer market.
Emerging consumer growth sectors have emerged. How to further cultivate them to make their growth more sustainable and become a new force driving sustained consumption growth?
At the beginning of the year, the Ministry of Commerce has made it clear that it will focus on improving consumption conditions, innovating consumption scenarios, creating a consumption atmosphere, boosting consumer confidence, promoting the development of consumption towards green, intelligent, healthy, brand, and fashion, and further enhancing the fundamental role of consumption.
The government and enterprises have been working together to improve consumption conditions and create consumption scenarios. In terms of the sports nutrition sub market in the nutrition and health category, China is becoming the main production base and consumption center in the Asia Pacific region. In recent years, a number of emerging brands have emerged, which not only increases competition but also provides consumers with more choices. For example, since last year, many large food and dairy companies in China have successively launched new brands in an attempt to break the three-way divide in this segment of the market, which is dominated by Western King Food, Conbit, and Thomson&Johnson.
Wu Jian stated that there are significant differences between Chinese and European and American people in terms of exercise and fitness habits, fitness goals, population segmentation, dietary structure, and taste preferences. This is also an objective and yet to be developed sub market. "Therefore, our domestic enterprises should actively join and provide more suitable sports nutrition products for Chinese consumers."
In terms of consumer channels, many analysts believe that platforms such as e-commerce, live streaming, and short videos will become the main communication channels for new consumer growth points.
Li Xinchen stated that with the addition of more and more brands and the launch of more and more products, consumer consumption habits will be cultivated, and the consumption atmosphere will naturally form. The demand for upgrading consumption in areas such as sports, health, and nutrition will be further released, which will have a driving effect on overall consumption.
