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].

Group 1 - The core viewpoint of the articles emphasizes that health is becoming a fundamental aspect of consumer behavior, shifting from reactive to proactive consumption, and integrating health into daily life [1][4][18] - The health consumption trend is particularly driven by women aged 20 to 40, who are the primary decision-makers for family health expenditures and are increasingly focused on self-care and emotional well-being [2][9] - There is a notable shift in health product categories from general functional items to more specific needs, such as menstrual care, emotional relief, and skin barrier repair, reflecting a more nuanced understanding of consumer demands [2][3][5] Group 2 - The integration of medical standards into everyday products is becoming more accepted, with consumers seeking higher safety and efficacy in items like medical-grade masks and oral solutions [3][15] - Brands are responding to the demand for convenience and efficiency, as seen in the transformation of traditional products like 九芝堂's herbal remedies into easy-to-consume formats [6][8] - New brands like beU are successfully addressing previously overlooked female needs in the market, demonstrating the importance of understanding specific consumer experiences and preferences [9][10][12] Group 3 - The health consumption landscape is evolving from a focus on disease prevention to enhancing overall quality of life, indicating a significant shift in consumer expectations [4][17] - The success of brands during events like Double 11 highlights the importance of precise demand identification and the ability to adapt offerings to meet specific consumer scenarios [5][17] - Platforms like Tmall Health are crucial in supporting new brands and products by providing exposure and incentives, thereby facilitating the growth of innovative health solutions [17][18]

Core Viewpoint - Health is becoming a fundamental aspect of consumption, transitioning from a reactive to a proactive approach, where consumers prioritize prevention and lifestyle choices over merely addressing health issues [3][4][11]. Group 1: Trends in Health Consumption - Health consumption is evolving from problem-solving to state management, with consumers focusing on prevention and emotional well-being [4][10]. - The main demographic driving health consumption is women aged 20 to 40, who are key decision-makers for family health expenditures [8][9]. - The demand for health products is becoming more specific, leading to the emergence of niche categories such as menstrual care, emotional relief, and hormone balance [9][10]. Group 2: Shifts in Consumer Behavior - Consumers are increasingly seeking products that provide both efficacy and emotional comfort, leading to a demand for products that integrate medical standards into everyday items [10][24]. - The rise of "medical-grade" daily products indicates a shift in consumer perception, where safety and efficacy are prioritized in everyday health items [10][26]. - Brands are adapting to this shift by focusing on real-life scenarios and emotional needs, leading to a more personalized approach to health products [14][19]. Group 3: Brand Innovations and Market Examples - Traditional brands like Jiuzhitang are innovating by transforming traditional remedies into convenient formats, such as ready-to-drink solutions, to meet modern consumer needs [16][18]. - New brands like beU are addressing previously overlooked female needs in the contraceptive market, focusing on comfort and safety rather than just functionality [20][23]. - Brands like Oushuang are introducing medical-grade standards into everyday hygiene products, addressing common but often ignored consumer concerns [24][26]. Group 4: Market Dynamics and Platform Role - The health consumption landscape is shifting from a focus on functional benefits to lifestyle integration, with brands needing to understand and respond to real-life consumer experiences [26][30]. - Platforms like Tmall Health are crucial in supporting new brands and products, providing mechanisms for exposure and validation of trends [29][30]. - The evolving health consumption trends are leading to a redefined supply-demand relationship, where brands must leverage technology and consumer insights to succeed [30].