全球营养品牌的中国路径：天猫国际618引爆“未来健康节”

Core Insights - The article highlights the significant role of Tmall International in bridging the gap between overseas health brands and Chinese consumers, addressing the previous "information gap" in cross-border nutrition consumption [1][5] - Tmall International has successfully established a robust health ecosystem, particularly in the health and wellness sector, leveraging data analytics and consumer insights to drive growth [1][8] - The platform's initiatives during the 618 shopping festival, including strategic partnerships with global health brands, have positioned it as a leader in the health consumption market [3][40] Group 1: Tmall International's Strategies and Achievements - Tmall International has integrated global supply chains, user data, and a genuine product assurance system to create a growth flywheel connecting brands, platforms, and consumers [5][40] - The platform has seen a remarkable increase in active annual consumers (AAC), with a growth rate exceeding 30%, surpassing 50 million users, and a GMV growth rate of over 45% [8][40] - Tmall International has incubated over 1,700 cross-border brands, with more than 500 brands achieving 100% growth and over 700 brands experiencing 300% growth [10][40] Group 2: Market Trends and Consumer Insights - The health consumption market is expanding, with diverse consumer needs emerging across various health categories, including traditional supplements and health services [7][40] - Tmall International's focus on "health growth" emphasizes sustainable industry structure optimization rather than just short-term sales increases [7][40] - The platform has identified key trends in family nutrition and personalized health solutions, catering to different age groups and health needs [14][15] Group 3: Promotional Activities and Consumer Engagement - During the 618 shopping festival, Tmall International implemented extensive promotional strategies, including significant discounts and exclusive offers from leading health brands [3][34] - The platform's marketing activities, such as "One Day One Brand" and "One City One Health," have enhanced brand visibility and consumer engagement [34][40] - Tmall International's collaboration with over 100 overseas influencers has strengthened consumer trust in product authenticity and quality [36][40] Group 4: Future Outlook and Industry Position - Tmall International aims to continue its growth trajectory by enhancing its ecosystem, focusing on innovation, and optimizing consumer shopping experiences [40] - The platform is committed to fostering a healthy, orderly, and prosperous market for nutritional health products through deep collaboration with brand partners [40]