同时，京东健康通过大数据洞察发现，滋补品类正与"送礼送健康"消费心智深度绑定，成为节日、家庭 与社交场景中的重要选择。平台用户购买数据显示，超过87%的用户在有购买滋补品需求时，会主动搜 索"礼盒""送礼"等关键词，这一趋势为滋补品类带来了巨大的市场空间。 基于此，京东健康宣布成立"滋补老字号联盟"，为老字号品牌提供资源共享、经验互通的平台，并通过 京东健康的数字化基础设施与生态服务能力，推动品牌在产品创新、营销模式、用户体验等方面实现系 统性升级，把握当前市场趋势。 12月3日，京东健康联合同仁堂、九芝堂、广药集团、达仁堂、鹤年堂等二十余家国内头部滋补老字号 品牌代表，举办品牌交流大会，并宣布成立"滋补老字号联盟"。该联盟旨在凝聚行业共识，共同应对市 场变革，探索老字号品牌的数字化、年轻化转型路径，进一步激活国货品牌潜力，引领滋补健康行业高 质量、可持续发展。 多维能力加持 京东健康助力老字号焕新增长 市场健康化需求凸显 滋补老字号迎转型新机遇 近年来，京东健康已与数十家老字号品牌开展深度合作，这些经典品牌借助京东平台，不仅实现了销量 和用户的双重增长，更成功焕新了品牌形象，赢得了新一代消费者的认可。 随着 ...

Core Viewpoint - The establishment of the "Nourishing Old Brand Alliance" by JD Health and over twenty leading traditional Chinese medicine brands aims to address market changes and explore digital and youthful transformation paths for old brands, promoting high-quality and sustainable development in the health industry [1][2]. Group 1: Market Trends - There is a significant trend towards health consumption becoming more online, functional, and youthful, driven by increasing health awareness among consumers [2]. - The online market potential for health supplements is substantial, with JD's health supplement category experiencing a compound annual growth rate of over 30% [2]. - Traditional health supplement products are evolving from basic agricultural products to more convenient, snack-like, and functionally complex processed forms, such as ready-to-eat products and individually packaged items [2]. Group 2: Consumer Behavior - JD Health's data insights reveal that health supplements are closely associated with the "gift of health" consumer mindset, making them popular choices for holidays and social occasions [2]. - Over 87% of users actively search for keywords like "gift box" and "gift" when looking to purchase health supplements, indicating a significant market opportunity [2]. Group 3: Support for Old Brands - JD Health has collaborated with numerous old brand companies, helping them achieve both sales and user growth while refreshing their brand image to appeal to a new generation of consumers [4]. - The company provides systematic support to members of the "Nourishing Old Brand Alliance" to address challenges such as brand youthfulness, user engagement, and supply chain efficiency [4]. - An example includes the collaboration with Jiuzhitang to develop the "Ejiao Huangqi Oral Liquid," which quickly validated its market potential within two months of launch [4]. Group 4: Future Outlook - JD Health plans to leverage its super supply chain and professional capabilities to help old brand companies rejuvenate while maintaining quality, promoting the modern expression and inheritance of traditional nourishing culture [5].

Core Insights - The article discusses the rise of a new health supplement brand "Xiao Zhu" that has gained significant popularity on Douyin, achieving over 100 million yuan in sales within a month, and ranking in the top three of Douyin's health product brands [4][23]. Group 1: Product Performance - "Xiao Zhu Wu Shi Qing" has seen a dramatic increase in sales since March, with daily sales peaking at over 10 million yuan [10]. - In the last 30 days, the sales revenue of "Xiao Zhu Wu Shi Qing" on Douyin exceeded 100 million yuan, making it a top-selling product on the platform [23]. - The product's unique selling proposition includes a formulation that claims to be equivalent to multiple servings of traditional herbal remedies, appealing to consumers seeking convenience [14][20]. Group 2: Marketing Strategies - The brand has effectively utilized over 700 influencers, including celebrities and niche content creators, to promote "Xiao Zhu Wu Shi Qing," resulting in significant sales and brand awareness [25]. - The marketing strategy includes a combination of continuous brand live streaming and influencer promotions, which has increased user penetration and sales volume [31][41]. - The product targets specific consumer pain points, such as water retention and fatigue, rather than directly claiming to "remove dampness," which helps navigate regulatory restrictions [38]. Group 3: Consumer Demographics - The primary consumers of "Xiao Zhu Wu Shi Qing" are predominantly from new first-tier cities, with a significant portion aged between 31-40 years, and a gender distribution of approximately 40% male to 60% female [28]. - The product has gained traction not only in traditionally humid regions but also in drier areas like Beijing, indicating a broader appeal [31]. Group 4: Industry Trends - The health supplement market on Douyin is experiencing explosive growth, with monthly sales surpassing 300 million yuan and a growing consumer interest in health-related products [33][34]. - The article highlights that many successful health brands have emerged since 2020, leveraging new channels like Douyin to rapidly establish themselves in the market [34]. - The overall online health food market is projected to continue growing, with a forecasted sales increase of 15.2% year-on-year [45].