作为京东PLUS会员，张韬对比了不同品牌复合维生素、氨糖的配方表、成分含量等，最终确定了性价比最高的两款保健品，在京东健康定期复购。 伴随着国人健康意识的崛起，中国营养保健品市场正快速拓展，预计2025年规模将突破4000亿元人民币。与此同时，线上渠道占比已从2019年的不足三 成，快速拉升到当前的近六成，超越直销、商超等传统渠道，成为绝对主力。 与药品相似，保健品行业本就存在巨大的信息不对称，很多消费者如张韬父母那般，不知买什么、怎么买。在行业急速扩张之即，鱼龙混杂的营销攻势、层 出不穷的新品新成分、直播间内充满诱惑的"抗衰逆龄、细胞修复"话术，反而导致行业"信任迷雾"加重，制约着用户的健康消费决策。 在激烈的流量抢夺战中， 品质和信任，显得格外珍贵。 今年，37岁的张韬决定带着父母、妻子一起科学养生，生物学背景的他查询了很多资料后，决定从补充钙、复合维生素和氨糖这几种基础补剂开始。 此前，虽然家人也觉得需要摄入一些保健品，但社交平台上充斥着各类广告、甚至虚假信息，一时很难准确判断自己该补什么，买哪家产品。所以全家一致 同意由张韬集中采买，且每天互相提醒服用补剂。 在激烈的流量抢夺战中，品质和信任，显得格外 ...

Core Insights - The health supplement market in China is rapidly expanding, with projections indicating it will exceed 400 billion RMB by 2025, driven by increasing health awareness among consumers [1][4] - Online sales channels have surged, now accounting for nearly 60% of the market share, surpassing traditional channels like direct sales and supermarkets [1] - Trust and quality are becoming critical in the competitive landscape of health supplements, as consumers face information asymmetry and marketing noise [2][11] Market Trends - JD Health reported that its annual repurchase rate for health supplements significantly exceeds the industry average, with a third-quarter growth rate three times that of the projected annual growth for 2024 [2][4] - Over 7,000 brands have experienced sales growth for three consecutive years, with new user numbers increasing by 30% and new product sales rising by 40% [4] Consumer Behavior - Consumers are increasingly discerning, focusing on ingredients, efficacy, and scientific backing rather than just price when selecting health supplements [5][9] - The introduction of AI nutritionists has improved user experience, with 95% of professional consultations now handled by AI, serving over 20 million users annually [7][21] Product Development and Standards - JD Health is establishing an evidence-based nutrition system to evaluate health supplements, ensuring they meet standards of "good ingredients, good manufacturing, and good absorption" [9][19] - The company is collaborating with brands to develop new products based on consumer insights, leading to successful launches such as high-purity fish oil and probiotics [19][20] Marketing and User Engagement - JD Health's marketing strategy includes initiatives like the "S100 project," which focuses on building long-term partnerships with top brands, providing significant resource support for marketing and product launches [19][21] - The company is enhancing user engagement through personalized marketing strategies, aiming to convert potential customers into loyal users [14][21] Supply Chain and Logistics - JD Health is leveraging its supply chain capabilities to improve logistics for cross-border health products, significantly reducing delivery times and costs [10][21] - The company plans to invest 1.6 billion RMB in marketing resources for 2026, focusing on key areas such as children's nutrition and anti-aging products [20][21]