" 中医馆数量已从 2015 年的 3000 余个增加到 2024 年的 4.2 万个，九年增长了约 13 倍。 " 文 / 巴九灵（微信公众号：吴晓波频道） 近几年，极端高温天气正以频繁突破大众想象的势头席卷而来，成为愈发普遍的气候现象。 但与此同时，在躲避热浪、寻觅清凉的需求之外，还有一群人正在顺势而为，利用"盛夏"之天时，践行着一门流传千年的古老养生智慧。 《黄帝内经》有言："夫四时阴阳者，万物之根本也。所以圣人春夏养阳，秋冬养阴，以从其根"，意思是说，夏季需顺应阳气旺盛的自然规律，通 过调养阳气预防冬季疾病。这便是流传千年的"冬病夏治"。 与这种理论基础相伴的，便是近两年越来越火热的"三伏贴"养生。 美团医药健康发布的一组数据显示：今年入伏前夕，平台三伏贴销量环比增长176%。从区域范围来看，上海、广州、深圳、宁波、杭州、武汉等 地是三伏贴销量排名靠前的城市，而这些地方也是长期被高温锁定的"火炉城市"。 点击上图▲立即收听 而到了 立秋时节，"中药奶茶"跟着"秋天第一杯奶茶"的热潮出圈，红枣、桂圆等食材熬出的甜汤，成了年轻人的时令新选择。 事实上，"养生"早已是年轻一代热议的社交话题。小红书上，"中医 ...

Group 1 - The core viewpoint of the report highlights the growing demand for functional foods made from traditional Chinese medicine (TCM) materials, driven by an aging population and changing consumer preferences towards health and wellness products [1][2][15]. - By the end of 2024, the population aged 60 and above in China is expected to reach 310 million, accounting for 22% of the total population, indicating a significant market opportunity for health management products among the elderly [1][11]. - The market penetration rate of TCM functional foods has increased from 0.01% in 2019 to 4.79% in 2023, with projections suggesting it could reach 6.52% by 2028, reflecting a growing acceptance among consumers [2][22][23]. Group 2 - The trend of younger consumers embracing health supplements is leading to innovation and structural upgrades in the industry, with a focus on personalized and high-quality products [2][17]. - The report notes that the market for TCM functional foods is expected to grow significantly, with the market size projected to increase from 18.16 billion yuan in 2021 to 68.21 billion yuan by 2025, representing a compound annual growth rate (CAGR) of 39.2% [11][12]. - The report emphasizes the importance of policy support in promoting health and wellness, with initiatives like the "Healthy China 2030" plan encouraging the development of health foods [15][16]. Group 3 - The report suggests that companies like Yunnan Baiyao and Dong'e Ejiao, which have strong brand advantages and diverse product matrices, are well-positioned to benefit from the expanding market for TCM functional foods [2][35][38]. - The TCM industry encompasses a complete ecosystem from raw material supply to final product sales, with TCM decoction pieces being a key component benefiting from increased downstream demand [28][32]. - The report highlights the growing trend of personalized health management among younger consumers, which is driving the demand for innovative TCM products such as herbal teas and snacks [19][20][27].

Core Viewpoint - The "medicine-food homology" industry in China is experiencing explosive growth, driven by increasing health awareness and favorable policies, with the market size surpassing 370 billion yuan and expected to exceed 400 billion yuan in 2024 [3][6]. Market Overview - The market for "medicine-food homology" has reached 376.3 billion yuan in 2023, with a growing number of registered enterprises, totaling over 2,900, and 400 new registrations in the first eleven months of the previous year [6][7]. - The industry is viewed as a vast blue ocean with significant development potential, as it combines the properties of food and traditional Chinese medicine, offering convenience in management compared to strictly regulated health products [7]. Consumer Trends - The younger generation, particularly Generation Z, is becoming the main consumer force in health and wellness, driving innovation in "medicine-food homology" products across various sectors such as snacks, dairy, and beverages [4][16]. - The demand for health products is expanding beyond the elderly demographic, with a notable increase in the consumption of health supplements among middle-aged and young consumers [8][10]. Product Innovation - Innovative products are emerging, such as traditional Chinese medicine-infused snacks and beverages, which are transforming the perception of these ingredients from "disease assistance" to "daily consumption" [15][17]. - Major companies are collaborating to develop health-oriented products, such as dairy products and condiments infused with traditional Chinese medicinal ingredients [17]. Regulatory Environment - The Chinese government is actively promoting the "medicine-food homology" sector through policies that simplify recognition processes and expand the list of approved substances, with 106 items currently included [10][11]. - However, the industry faces challenges due to a lack of standardized regulations, leading to market confusion and potential consumer deception regarding product claims [11][12]. Quality Control and Challenges - Quality control remains a significant issue, with concerns about the authenticity and consistency of medicinal ingredients, necessitating advanced technologies for traceability and verification [18]. - The industry is also grappling with homogenization, where many manufacturers replicate successful products, leading to a crowded market where price becomes a primary competitive factor [18]. Future Directions - The industry is moving towards standardization, technological advancement, and innovation, with a focus on research-backed product development to differentiate genuine innovations from mere marketing gimmicks [18].

Core Viewpoint - The article discusses the revitalization and innovation of traditional Chinese brands, known as "laozihao," emphasizing their cultural significance and the need for modernization to attract younger consumers [6][12]. Group 1: Definition and Importance of Laozihao - Laozihao refers to brands that have been established for over 50 years, showcasing distinct Chinese cultural characteristics and strong innovation capabilities [6]. - As of February 2024, there are 1,455 recognized laozihao brands in China, with 382 newly recognized, reflecting a growing emphasis on preserving and promoting these brands [6]. - The average age of laozihao brands is nearly 140 years, covering 32 industries, indicating their deep-rooted presence in Chinese culture [6]. Group 2: Innovation and Modernization - Traditional brands are increasingly adopting innovative approaches, such as the introduction of new products like bronze artifact-themed pastries and herbal tea beverages, to appeal to modern consumers [4][5]. - The concept of "reverse growth" is highlighted, where traditional flavors are presented in contemporary formats, such as coffee served in traditional tea bowls, attracting younger audiences [8][9]. - Brands like Tongrentang are incorporating modern ingredients into traditional recipes, creating new trends like "punk health" [9]. Group 3: Consumer Engagement and Experience - The transformation of laozihao stores into cultural spaces allows for interactive experiences, such as workshops where consumers can learn traditional crafts [9][10]. - User-generated content on social media platforms enhances brand visibility and engagement, with customers sharing innovative ways to enjoy traditional products [10][11]. - The integration of technology, such as AI in traditional medicine, exemplifies how laozihao can modernize while maintaining their cultural essence [13]. Group 4: Challenges and Considerations - There are concerns that merely adopting trendy consumer practices may dilute the deeper cultural values of laozihao brands [12]. - The article stresses that innovation should not equate to superficial changes but should involve a creative transformation of traditional practices [13]. - Maintaining a balance between tradition and modernity is crucial for the sustainable development of laozihao brands, ensuring they resonate with contemporary consumers while preserving their heritage [12][13].