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Core Viewpoint - Health is becoming a fundamental aspect of consumption, transitioning from a reactive to a proactive approach, where consumers prioritize prevention and lifestyle choices over merely addressing health issues [3][4][11]. Group 1: Trends in Health Consumption - Health consumption is evolving from problem-solving to state management, with consumers focusing on prevention and emotional well-being [4][10]. - The main demographic driving health consumption is women aged 20 to 40, who are key decision-makers for family health expenditures [8][9]. - The demand for health products is becoming more specific, leading to the emergence of niche categories such as menstrual care, emotional relief, and hormone balance [9][10]. Group 2: Shifts in Consumer Behavior - Consumers are increasingly seeking products that provide both efficacy and emotional comfort, leading to a demand for products that integrate medical standards into everyday items [10][24]. - The rise of "medical-grade" daily products indicates a shift in consumer perception, where safety and efficacy are prioritized in everyday health items [10][26]. - Brands are adapting to this shift by focusing on real-life scenarios and emotional needs, leading to a more personalized approach to health products [14][19]. Group 3: Brand Innovations and Market Examples - Traditional brands like Jiuzhitang are innovating by transforming traditional remedies into convenient formats, such as ready-to-drink solutions, to meet modern consumer needs [16][18]. - New brands like beU are addressing previously overlooked female needs in the contraceptive market, focusing on comfort and safety rather than just functionality [20][23]. - Brands like Oushuang are introducing medical-grade standards into everyday hygiene products, addressing common but often ignored consumer concerns [24][26]. Group 4: Market Dynamics and Platform Role - The health consumption landscape is shifting from a focus on functional benefits to lifestyle integration, with brands needing to understand and respond to real-life consumer experiences [26][30]. - Platforms like Tmall Health are crucial in supporting new brands and products, providing mechanisms for exposure and validation of trends [29][30]. - The evolving health consumption trends are leading to a redefined supply-demand relationship, where brands must leverage technology and consumer insights to succeed [30].