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]

Group 1: Key Points on 可孚医疗 (Cofe Medical) - In 2024, Cofe Medical will deepen its core category strategy, focusing on hearing aids and dressing materials, with some products having a high market share [1] - The medical care and health monitoring segments experienced growth in Q1, while the respiratory support segment declined, with national subsidy policies boosting sales [1] - A new generation of respiratory machines is planned for launch in 2025 to enhance product performance, and AI technology will be applied in dynamic blood glucose meters and blood pressure monitors to improve intelligence [1] - The medical care segment is expected to see an 8% year-on-year revenue growth in 2024, with a focus on cultivating dressing products [1] - The overseas business is in a strategic cultivation phase, with foreign trade revenue increasing in Q1 [1] Group 2: Key Points on 九安医疗 (Jiuan Medical) - Jiuan Medical's core strategy revolves around iHealth products and a new "O+O" model for diabetes care, with projected revenue of 76.16 million yuan in 2024 from diabetes care services [2] - The company has launched various medical health products in both the US and domestic markets, including a tri-test reagent kit and nasal wash [2] - Jiuan Medical is making strategic investments across various asset classes, including fixed income, equity, and hard technology, particularly in AIoT diabetes home assistance and continuous glucose monitoring projects [2] - The company is committed to R&D investments, especially in AI smart hearing aids [2] - Jiuan Medical is enhancing market confidence through stock buybacks and promoting its core strategy to boost employee morale [2]