作者 | 第一财经 邹臻杰 "焕新"健康消费领域的活力，产业政策、行业规划需要双管齐下。 近日，商务部、国家卫生健康委等12部门联合印发《促进健康消费专项行动方案》（下称《方 案》）。作为一系列促消费政策的延续以及对《国务院关于促进服务消费高质量发展的意见》的贯彻 落实，《方案》聚焦健康饮食、健身运动、银发市场、新型健康服务业态等领域，并提出十大重点任 务。 业内人士认为，《方案》首次明确了健康消费涉及的主要领域，除了传统的医药和医疗服务，还包含 饮食、营养、运动、心理等不同需求及场景，为行业下一步的多元化、精准化布局提供了指引。 中国消费者协会2024年8月发布的《健康产业消费趋势发展报告》称，2024年中国大健康产业总收 入规模已接近9万亿元，相比2021年（约8万亿元）有显著跃升。另根据《"健康中国2030"规划纲 要》提出的目标，2030年我国健康服务业总规模将达到16万亿元。 那么，该如何有效促进健康消费，以推动行业提质、转型发展？产业链上下游深度融合需要哪些对 策？ 2025.04. 14 本文字数：3192，阅读时长大约7分钟 二是要提升公共产品的供给。这主要体现在一些体育活动私人场所费用较高、 ...

Core Insights - The health industry is undergoing a transformation driven by changing consumer behaviors and preferences, particularly among Generation Z [2][3][39] - The report identifies five key trends in health consumption that reflect the evolving needs and desires of consumers [7][39] Group 1: Changing Consumer Behavior - There is a significant increase in consumer awareness regarding health, with 62.2% of consumers paying more attention to health and 41.1% considering health a non-negotiable area of spending [2][3] - Generation Z is becoming the primary force in health consumption, with 47% regularly purchasing health-related products and an average annual spending of 3,250.7 yuan [3][6] Group 2: Five Key Trends in Health Consumption - Trend 1: Energy Management - Young consumers are increasingly focused on maintaining energy levels throughout their workday, seeking products that help them recover and manage fatigue [7][9][13] - Trend 2: Beauty Cultivation - There is a shift towards internal beauty management, with nearly 40% of young people adopting stable dietary habits to enhance their appearance [14][20] - Trend 3: Light Body Awareness - Young consumers prioritize comfort and lightness in body management, moving away from extreme dieting towards a balanced lifestyle [21][27] - Trend 4: Sleep Quality - Over 60% of young people are troubled by sleep issues, leading to the establishment of pre-sleep rituals to enhance sleep quality [28][31] - Trend 5: Emotional Stability - Generation Z is actively seeking products for emotional regulation, with 48.7% having purchased items specifically for emotional support [34][38] Group 3: Marketing Strategies for Health Brands - Content is becoming a crucial entry point for health products, with over 60% of users discovering health content through apps and social media [39][40] - Generation Z values brand reputation, product efficacy, and sensory experience, with 66.8% prioritizing user reviews [39][40] - Brands should focus on creating emotional connections with consumers, as 64.8% of Generation Z is willing to spend on products that help regulate emotions [40][42]

Core Viewpoint - The article discusses how Skechers successfully leveraged AI tools from Alibaba Mama to identify and expand its consumer base for the "Flash Shoes," demonstrating the importance of understanding diverse consumer needs in a rapidly changing market [1][9]. Group 1: AI and Consumer Insights - AI is becoming a crucial tool for brands to predict trends and enhance operational efficiency, allowing them to capture emerging consumer demands effectively [2][3]. - The integration of AI in business operations enables brands to transition from traditional marketing methods to data-driven strategies, enhancing their ability to identify and act on consumer trends [12][20]. Group 2: Changing Consumer Behavior - The emergence of a "new value consumption era" is characterized by consumers increasingly seeking comfort and relaxation, with younger demographics showing a growing interest in these attributes [1][5]. - The 00s generation is redefining consumption patterns, actively engaging with AI technologies to enhance their shopping experiences and making informed decisions based on personalized recommendations [7][18]. Group 3: Case Studies and Success Stories - Skechers' "Flash Shoes" have seen significant success in markets like Europe and Japan, and the brand's collaboration with Alibaba Mama has allowed it to tap into younger consumers who value comfort and versatility [8][9]. - The health brand Zhenyan successfully transitioned from niche products to broader markets by utilizing AI to understand consumer preferences and identify new growth opportunities [12][13]. Group 4: Future Trends and Strategies - Brands must adapt to the fast-paced changes in consumer behavior and preferences, utilizing AI to stay ahead of trends and effectively engage with their target audiences [10][20]. - The article emphasizes the importance of building strong brands that can quickly respond to market changes, with AI serving as a critical component in achieving sustainable growth [19][23].