Core Insights - The focus of health management is shifting from "treatment" to "prevention" as health devices become integrated into daily life [1][3] - Health devices are rapidly growing in popularity, with Tmall's health marketing head noting a shift from professional use to mass market adaptation [1][4] Industry Trends - Three major trends are emerging in the health device sector: 1. Medical devices are becoming household items, with products like oxygen machines and blood glucose monitors being used in new contexts such as fitness and travel [4][6] 2. Consumer products are becoming more medicalized, as seen with dental irrigators and nursing pads gaining consumer trust due to higher standards [5][6] 3. Core technologies are being commercialized, allowing professional-grade devices to enter the consumer market [6][7] Brand Development - The "Treasure New Brand" mechanism on Tmall is providing long-term support for health device brands, helping them transition from being seen to being understood and trusted [8][9] - New brands face challenges in communication and brand building, often struggling to convey their value to consumers despite having strong product development [7][10] Case Studies - The brand Fuching exemplifies successful adaptation, transitioning from a professional medical brand to a consumer-friendly brand through effective storytelling and user engagement [11][15] - The international brand Meipihu has also successfully navigated the shift from professional channels to direct consumer engagement, leveraging Tmall's platform for brand growth [16][21] Market Dynamics - The health device market is characterized as a "long slope, thick snow" sector, indicating sustained growth potential rather than short-term spikes [22][23] - The evolution of consumer behavior and market dynamics necessitates a shift from supply-driven growth to value co-creation, emphasizing the importance of building trust and a brand system [22][23]

Core Viewpoint - The brand dividend has not disappeared; it has simply changed its path [2] Group 1: Shift in Health Management - The focus of health management is shifting from "treatment" to "prevention" [4] - Health devices are rapidly integrating into daily life, with products like CGM and oxygen machines becoming commonplace [4] - Health equipment is one of the fastest-growing segments in the health industry, indicating a shift towards consumerization [4][6] Group 2: Trends in Health Equipment - Health equipment is transitioning from professional medical use to home use, expanding into new scenarios like fitness and travel [8] - Consumer products are becoming more medicalized, with higher standards attracting consumer interest [8] - Core technologies previously used in professional settings are now entering the consumer market, indicating a shift in positioning from "medical devices" to "daily health products" [9] Group 3: Brand Development Challenges - Many brands excel in product development but struggle with brand building and user communication [9] - The transition from "medical logic" to "consumer logic" presents challenges for brands in understanding user needs [9][10] - The "Treasure New Brand" mechanism on platforms like Tmall aims to support brands in overcoming these challenges by providing long-term assistance [10][11] Group 4: Case Studies of Successful Brands - Brands like Fuching have successfully transitioned from professional to consumer markets by restructuring their content and communication strategies [14][17] - Fuching's GMV exceeded 20 million yuan during the 618 event, showcasing the effectiveness of platform support [17] - International brands like Mepitel are also adapting to the Chinese market by focusing on consumer education and brand elevation [18][19] Group 5: Market Dynamics and Future Outlook - The health equipment sector is not a short-term trend but a long-term growth path, with evolving consumer behaviors and market dynamics [23] - The transition from supply-driven growth to value co-creation is essential for building a sustainable brand [23][24] - Tmall's role as a core platform for brand evolution emphasizes the importance of collaborative growth and resource sharing [25]