医疗健康消费正经历"悦己"与"专业"的双重升级。眼部护理领域，品牌通过情感化IP与硅水凝胶科技，实现"颜值"与"健康"的平衡；健康器械赛道，则以轻 量化场景和智能闭环，推动专业监测融入日常生活。当主动健康成为主流，谁能真正实现科技温度与情感价值的深度融合？谁就将定义行业的未来形态？ | ã 0 排名 | | | 综合热度 6 指数 | | | --- | --- | --- | --- | --- | | 01 | | 益节 | 1.74 | ▲ 2 | | 02 | moody | moody | 1.59 | -12 | | 03 | 诺特兰德 | 诺特兰德 | 1.56 | V 2 | | 04 | | 杜蕾斯 | 1.26 | ▼ 2 | | 05) | | 云南白药 | 1.24 | ▲ 2 | | 06 | Swisse | 斯维诗 | 1.16 | ▲ 4 | | 07 | 汤臣倍健 | 汤臣倍健 | 1.11 | ▲ 2 | | 08 | omRon 区妇龙 | 欧姆龙 | 0.80 | ▼ 3 | | 09 | yuwell 鱼跃 | 童跃 | 0.70 | ▼ 3 | | 10 | | 杰 ...

斯莫格推出与变形金刚联名产品。 一位东南亚达人让家人体验16头按摩仪。受访者供图 从上榜全球TOP1000企业榜单，到获人民日报权威媒体聚焦；从深耕欧洲市场，到引爆东南亚消费潮 流，再到攻克百年产业难题——随着APEC会议临近，深圳龙华区一批高科技企业凭借硬核技术实力强 势出圈，以多元化出海路径对接全球市场，为中国与世界经济的深度对话打开了全新窗口。 龙华已形成"龙头引领、中小协同"的企业发展格局。国家级单项冠军全市领先，2025年国家工信部认定 的国家级制造业单项冠军名单中，龙华企业5家，占全市新增总量的22.7%，新增数量位居全市第一， 累计达到15家，总量位居全市第三。各层级企业梯队持续进阶，累计培育创新型中小企业3378家，市级 专精特新企业1837家，国家级专精特新"小巨人"企业182家，国家级重点"小巨人"企业24家，各层级企 业数量跃升至全市前三。 去年本土机器人产业链企业中 汇川以1800亿元市值高居首位 胡润研究院最新发布的《2025胡润全球高质量企业TOP1000》榜单中，深圳以15家企业上榜在全球城市 中位列第11，来自龙华区的汇川技术股份有限公司(以下简称汇川技术)也在榜单内。此前，汇 ...

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]