2025年，健康消费从理念到实践的渗透正进一步深化。人们越来越强烈感受到，健康消费已经从"可选 需求"全面升级为日常生活的"基础配置"。其核心驱动力，不再是疾病发生后的被动应对，而是提早规 划和主动执行的健康投资。 社会老龄化，年轻人"脆皮化"，公众对健康风险的感知愈发敏锐。这份投资不仅为抵御疾病，更是在不 确定性中重获身体掌控感、情绪安定感与生活稳定感。投资策略崇尚主动、日常与科学，消费实践则注 重理性，追求"性价比"与"质价比"的平衡。 在健康产品/服务流通渠道中，电商平台已成为主流，在某些细分领域更是成为绝对主导。电商平台不 仅是消费者购买行为发生的场域，也是当下健康消费需求和趋势变化灵敏的感知器。 基于京东健康的消费大数据，本报告试图探讨2025年健康消费的四个关键趋势，揭示当下健康消费市场 的新风向。 趋势一：从"银发专属"到"全龄刚需"，从"缺了再补"到"日常必备"，健康产品正在重塑全民膳食结构。 如超重与失眠。数据显示，我国成年居民超重肥胖率超50%，睡眠障碍人群超3亿。因此，国家卫健委 于2024年启动"体重管理年"，2025年"儿科和精神卫生服务年"强调增开睡眠门诊。在市场需求与政策倡 导下 ...

Core Insights - JD.com has achieved a 24.7% year-on-year growth in active users on its app, leading the industry [1] - Customer satisfaction ratings during the 2025 Double 11 event show product quality and variety satisfaction at 73.15%, price satisfaction at 72.06%, and service satisfaction at 78.06% [1] Sales Performance - JD.com has seen explosive sales across all categories, with significant growth in 3C digital products, home appliances, and daily necessities, with a year-on-year growth of 36% in daily necessities and 30% in apparel [2] - The sales of AI products in the 3C category exceeded 100% year-on-year during the Double 11 event, with customized products achieving over 30% and 50% customization rates for large-screen AI phones and gaming laptops, respectively [2] Brand and Product Development - JD.com has collaborated with over 70% of domestic industrial belts to promote its private label products, achieving nearly 10 million in sales for the Z9Pro ergonomic chair during Double 11, with a user satisfaction rate exceeding 99% [3] - The JD.com live-streaming sales platform saw a 150% increase in order volume during the event, with the number of participating merchants tripling compared to the previous year [3] Innovative Business Models - New business models have emerged, with the "Seven Fresh" brand seeing a 150% increase in online orders and a 400% increase in order volume for its private kitchen stores [4] - JD.com has successfully connected supply chains from Jiangsu to Hong Kong, reducing the price of hairy crabs by approximately 20% compared to traditional channels [4] Global Expansion - JD.com plans to introduce 1,000 overseas brands over the next three years as part of its "100 billion, 1,000 products" growth plan, with cross-border sales seeing over 100% growth in key markets during Double 11 [6] - The global sales platform has expanded its reach to 36 countries, with significant growth in cross-border shipping services [6][7] Technological Advancements - The integration of AI and robotics has significantly enhanced JD.com's supply chain efficiency, with over 300 million merchants benefiting from AI tools during the Double 11 event [8] - JD Logistics has implemented automation across nearly 95% of its logistics processes, improving efficiency for self-operated orders and rural deliveries [9]