医疗健康消费正经历"悦己"与"专业"的双重升级。眼部护理领域，品牌通过情感化IP与硅水凝胶科技，实现"颜值"与"健康"的平衡；健康器械赛道，则以轻 量化场景和智能闭环，推动专业监测融入日常生活。当主动健康成为主流，谁能真正实现科技温度与情感价值的深度融合？谁就将定义行业的未来形态？ | ã 0 排名 | | | 综合热度 6 指数 | | | --- | --- | --- | --- | --- | | 01 | | 益节 | 1.74 | ▲ 2 | | 02 | moody | moody | 1.59 | -12 | | 03 | 诺特兰德 | 诺特兰德 | 1.56 | V 2 | | 04 | | 杜蕾斯 | 1.26 | ▼ 2 | | 05) | | 云南白药 | 1.24 | ▲ 2 | | 06 | Swisse | 斯维诗 | 1.16 | ▲ 4 | | 07 | 汤臣倍健 | 汤臣倍健 | 1.11 | ▲ 2 | | 08 | omRon 区妇龙 | 欧姆龙 | 0.80 | ▼ 3 | | 09 | yuwell 鱼跃 | 童跃 | 0.70 | ▼ 3 | | 10 | | 杰 ...

Core Insights - The article discusses the evolving landscape of health consumption during the Double 11 shopping festival, highlighting the integration of health products into daily life and the emergence of new consumption trends [2][3][5]. Group 1: Health Consumption Trends - Trend 1: Health supplements are shifting towards convenience and precision, with products like ready-to-eat bird's nest and collagen peptides becoming popular, reflecting a move from traditional preparation methods to easy consumption [7][8]. - Trend 2: Home health management is becoming more accessible, with smart devices like continuous glucose monitors (CGM) gaining traction, indicating a shift from passive healthcare to proactive management within family settings [10][11]. - Trend 3: Female consumers are increasingly seeking products that address both physical and emotional well-being, leading to a rise in categories like medical sanitary products and sleep aids [11][13]. - Trend 4: Health consumption is expanding from individual needs to family-oriented solutions, emphasizing a collective approach to health across all age groups [15][16]. Group 2: Market Dynamics and Brand Strategies - The article emphasizes that brands are transitioning from selling efficacy to promoting lifestyle recognition, with platforms like Tmall playing a crucial role in this shift [18][22]. - Tmall's health sector is positioned as a primary arena for health-related businesses, providing brands with insights and support to meet evolving consumer demands [17][22]. - Key recommendations for brands entering the health market include focusing on niche pain points, enhancing compliance awareness, leveraging Tmall's ecosystem, and emphasizing emotional health trends [26].

Core Insights - JD Health has publicly unveiled its latest achievements in building a smart interconnected ecosystem for medical devices, establishing an alliance represented by CGM dynamic blood glucose monitors and AI models [1] - The CGM market has seen significant growth, with JD's CGM category transaction value increasing by over 90% year-on-year since 2025 [2] - The healthcare device industry in China is experiencing rapid growth driven by both policy and market demands, shifting consumer health management from passive treatment to proactive prevention [1][2] Group 1 - JD Health has launched a comprehensive smart blood glucose management system that integrates monitoring, analysis, intervention, and tracking through its AI health assistant "KangKang Blood Sugar" [1][2] - The CGM devices are compact and allow for continuous monitoring over several days, significantly reducing the discomfort associated with traditional blood sampling methods [2] - JD Health plans to expand its health management ecosystem to include other chronic disease areas such as blood pressure, electrocardiograms, and respiratory health [1][3] Group 2 - The company collaborates with brands like Yuyue, Sanofi, and Weitai to offer customized CGM products that provide real-time blood sugar monitoring and alerts through the JD Health app [2] - JD Health leverages its nationwide network of top-tier hospital doctors and various professional services to provide tailored health advice based on comprehensive user data [3] - Future plans include deepening the integration of "medical devices + AI" in health management scenarios, enhancing accessibility to quality healthcare services [3]