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]