双11首周"中式养生"海外爆红，淘宝大健康行业加速出海

Core Insights - The health consumption sector has seen double-digit growth in overseas transactions during the first week of the Double 11 shopping festival, with traditional Chinese health products becoming a unique selling point for Taobao [1][3] - The global health consumption market is valued at over $100 billion and continues to grow rapidly, with a significant increase in search volume for health-related keywords rooted in traditional Chinese medicine [1][3] Group 1: Market Trends - Key categories driving overseas sales include dietary supplements, home medical devices, contact lenses, and traditional health products, with "Chinese health preservation" emerging as a prominent trend [1][3] - The top five health-related search terms among overseas users reflect a growing interest in Eastern health philosophies, indicating a shift in consumer preferences [1][3] Group 2: Regional Insights - In Hong Kong, over one-third of health products sold are traditional supplements, with popular items including Lingzhi, fish maw, and bird's nest [3] - North America, particularly Canada, has shown over 20% year-on-year growth in health product sales, driven by local Chinese communities and consumers interested in Eastern culture [3] Group 3: Brand and Supply Chain Developments - Established brands like Lei Yun Shang have reported nearly 40% year-on-year growth in overseas sales since joining Taobao's international expansion plan, with ready-to-eat health products gaining popularity [4] - Alibaba Health has expanded its offerings by adding nearly 150,000 quality products to the overseas market, aiming to leverage its experience in the domestic health supply chain [4] Group 4: Global Expansion Efforts - Taobao is intensifying its global strategy, launching the Double 11 event in 20 countries and regions with a marketing budget of 1 billion yuan to help 100,000 merchants double their overseas sales [5] - The modernized approach to "Chinese health preservation" is being positioned as a practical and accessible lifestyle choice for global consumers [5]