Young people are just in need of recuperation, and traditional Chinese medicine has entered a new stage.
Author |Zhang Linghan.
Edit |Eucommia.
* |Tidesight (ID: Tidesight).
Under high-intensity pressure, long-term emotional pressure and wrong life Xi, many young people's bodies have a little "small problem", back pain, gastrointestinal discomfort, unstable sleep, etc. According to the data of the Chinese Association of Traditional Chinese Medicine, the proportion of post-90s residents with disease status is about 386%, the highest proportion among all age groups;This is followed by the post-80s and post-95s.
In view of the health problems that have appeared or may appear in the body, the health regimen chosen by young people has achieved full coverage from internal to external adjustment. As if "instinctive awakening", TCM health preservation has become the choice of more and more young people.
Drinking wolfberry tea, barley water, Tai Chi, Baduanjin, acupuncture, massage, health care is no longer a simple overseas health care product. This trend of TCM health preservation is driving the TCM industry into a new stage.
Diet therapy and nourishment is the most willing way for young people to choose health preservation. According to the "2023 Medicine and Food Homologous Health Products and Tonic Industry Analysis Report", in 2022, 64% of people are willing to buy health care products, 57% are willing to buy tonics, and 57% choose dietary therapy.
At the same time, traditional Chinese medicine companies are also breaking down the barriers to communication with young people in a more "down-to-earth" way, and integrating food and health into young people's lives.
This summer, "Chinese medicine sour plum soup" exploded in Xiaohongshu. Zhejiang Provincial Hospital of Traditional Chinese Medicine applet on a 1The 34 yuan Chinese medicine sour plum soup has triggered a wave of rush to buy, and some people have even started a business.
Now click on the mini program of Zhejiang Provincial Hospital of Traditional Chinese Medicine, and you can still see a variety of traditional Chinese medicine products on sale, including traditional Chinese medicine, stewed soup medicinal materials, etc., which are affordable and diverse.
Zhejiang Provincial Hospital of Traditional Chinese Medicine applet).
Traditional Chinese medicine tea and coffee is also a new track spawned by this young health trend. In 2018, Beijing Tong Ren Tang opened a sub-brand Zhima Health, bringing traditional Chinese medicine on the road of "lightweight" and "daily". At present, Zhima Health has opened stores in Beijing, Shanghai, Chengdu, Hangzhou and other places. The products in the store not only have the wonderful combination of traditional Chinese medicine and coffee such as wolfberry latte and monk fruit American, but also Internet celebrity hits such as staying up late water and good night water.
Zhima Health Hangzhou Store Dianping Homepage).
At the same time, Zhima Health has also launched many co-branded products since its establishment. During this year's Double 11, Zhima Health and Tmall Double 11 jointly launched a new ginseng American, using ginseng, longan, licorice and other Chinese medicinal materials with Arabica coffee beans to carry out "punk health" to the end.
Know how to live a healthy life***
Dong'e Ejiao has also entered the tea track through co-branding. At the beginning of this year, Dong'e Ejiao and Nai Xue's tea co-branded to launch Ejiao milk tea. This product was sought after by many young people on the day it was launched, and the topic of Dong'e Ejiao Naixue co-branded milk tea rushed to the hot search on Weibo on the same day, gaining more than 200 million views.
Dong'e Ejiao official***
Tong Han Chun Tang opened Tong Han Chun Tang 24 Solar Terms Tea Tea Shop in Shanghai, and launched products such as almond loquat paste and yellow essence solid yuan soupFang Hui Chun Tang co-branded coffee brand Octagonal Cup Coffee, launched American ginseng sesame latte, Siwu Ejiao red date latte;Baili Tang set up a brand and opened a recipe to let ancient recipes be used in tea, and launched new coffee products ......such as monk fruit American, tangerine peel latte, etcMany traditional Chinese medicine brands have entered the game to convey the concept of traditional Chinese medicine health and wellness in a way that is closer to young people.
The old Chinese medicine brand has entered the tea and coffee, and the new Chinese brand is not far behind. On October 11, the health tea brand Hetian Shuipu received a new round of pre-A financing, with a valuation of about 6600 million yuan. Founded in 2020, Hetian Shuipu took "health tea" as its brand strategy and product positioning, opened its first store in Qingdao in December 2020, and ranked first in the regional beverage ranking within 20 days of its launchIt became the No. 1 beverage brand in the city's beverage ranking in 1 month;Within 5 months, it received seed round investment and angel round investment successively. Up to now, Hetian Shuipu has launched about 20+ core SKUs around the theme of health, with a single product price of 18-35 yuan, and opened 39 stores in Shandong, Beijing, Zhejiang, Sichuan and other places.
Hetian Water Shop official applet).
Aunteacare, a new health tea brand with six stores in Guangdong, subdivides the track, anchors the "small demand", and provides heart-warming hot drinks for women in special periods, adding brown sugar, ejiao, black sesame, black dates, wolfberry, angelica and other materials with the effect of nourishing blood and improving qi, which are deeply loved by women.
aunteacare aunt hot drink official***
In addition to offline coffee and tea, the platform of medicine and food homology related products has also blown a trend. According to Mojing Insight data, the sales volume of Tmall's medicine and food homologous market from March 2022 to February 2023 was nearly 230800 million yuan, the market size increased by 1 year-on-year9%。Among the ingredients added to the homology of medicine and food, ginseng, wolfberry, and honey are the best, followed by ejiao, black sesame and other materials that have attracted more and more attention in recent years.
Take black sesame seeds, for example. Black sesame-related products have been developed relatively mature among many health and wellness product ingredients. Born in 1912, Lao Jin Mofang entered the field of e-commerce in 2008 and successfully brought black sesame pills into the eyes of young people. From 2019 to 2021, Lao Jin Mofang's Tmall Black Sesame Pills led the sales for three consecutive years, with a total of more than 200 million hot sales on the whole network. As black sesame pills are gradually becoming popular, the live broadcast matrix of traditional black sesame pill products will be adjusted in 2021, followed by product segmentation in mature markets. So far, new and old brands have entered the game, improving and innovating traditional black sesame pills, and even launching new forms of products with black sesame ingredients.
The wind of food supplements has blown, and the health route of young people is no longer limited to "eating", but also how to "use" it in life. Traditional Chinese medicine, as an ancient medical system, is also trying to combine with modern technology to radiate new vitality.
As the first stock of China's intelligent health, it has elevated the concept of "traditional Chinese medicine technology" to the height of "strategic core", combined the concept of traditional Chinese medicine massage with modern technology, and launched intelligent portable massagers and related categories with head, eyes, neck, scalp, moxibustion, etc. as the core.
Double easy Tmall official***
For TCM institutions, technology empowerment is also a major trend. At present, the mainstream forms of combination with science and technology include two categories: traditional Chinese medicine intelligent equipment and "traditional Chinese medicine + big data".
TCM smart devices
According to the top 10 geographical distribution of TCM institutions in 2021 released by the data of Zhuoding Consulting, the province with the largest number of TCM medical and health institutions is Sichuan, with 8,166, far exceeding other provinces, followed by Shandong, Guangdong and other provinces.
From the geographical distribution of traditional Chinese medicine institutions, it can be seen that the development of traditional Chinese medicine institutions is very concentrated, and the development enthusiasm is particularly high in some specific areas, which is a characteristic and a pain point in the development of the traditional Chinese medicine industry. Although the TCM clinic has been exploring new business models, it has never been able to break the dead knot of "experienced old TCM drives the development of the clinic". These regions with a longer history and stronger strength of traditional Chinese medicine are more mature, but they have always only had a certain influence in the region, and it is difficult to develop across regions, and it is difficult to replicate, so it is difficult to truly "go global".
In this case, with the help of intelligent consultation equipment and tools, it can quickly help patients find the source of the disease and make accurate diagnosis, and at the same time, it can also help young Chinese medicine practitioners grow rapidly, and solve the problem that it is difficult for Chinese medicine halls to develop without "old Chinese medicine".
Consultation robots and tongue elephant robots are currently the most mainstream intelligent equipment of traditional Chinese medicine. Hefei Cloud Diagnosis Technology Co., Ltd. is a "artificial intelligence + smart Chinese medicine" service provider, which has in-depth research on tongue image big data collection, tongue image feature analysis, health status identification, etc., and has developed traditional Chinese medicine intelligent equipment such as traditional Chinese medicine smart mirror and traditional Chinese medicine smart screen.
Using TCM smart devices, users only need to take pictures of the tongue, sublingual, and face**, and the platform can quickly detect 356 health states in 10 seconds, and provide corresponding health conditioning programs to monitor health status in real time.
At present, the cloud diagnosis of TCM intelligent equipment has been connected to various health platforms, landing in TCM halls, physiotherapy halls, community health centers and other scenarios, continuing to empower TCM with science and technology, and conveying the concept of TCM national service.
The official website of Cloud Diagnosis Technology).
Based on the Internet and mobile sensors, the application of collecting tongue images and faces, quickly completing face-to-face diagnosis and tongue diagnosis and giving health diagnosis plans is reaching users through various small programs.
As early as 2019, the team of Professor Yang Zhimin of Guangdong Provincial Hospital of Traditional Chinese Medicine cooperated with relevant enterprises to launch a small program called "Wangyu Ask Food". Users only need to use their mobile phones to take pictures of the tongue image ** and upload, and through a few simple steps, they can get a personal TCM health status classification report and medicinal diet care guidance. As of April this year, the platform has been used by 1.4 million people.
For the track of traditional Chinese medicine intelligent equipment, in recent years, the number of teams entering the development of related products has gradually increased, focusing on the "light business" route of small and medium-sized enterprises. According to the data of Qichacha, from the perspective of patents, the number of patents related to intelligent Chinese medicine in the past three years is 127, including intelligent diagnosis and treatment instruments, traditional Chinese medicine robots, etc., and put forward conditioning plans or suggestions for patients.
Traditional Chinese Medicine + Big Data
The big data model has different degrees of empowerment from pre-diagnosis, diagnosis to post-diagnosis.
At present, many companies are actively laying out a new model of "traditional Chinese medicine + big data". On July 20, 2023, "Lingyi Zhihui" under Health and Gushengtang, the "first share of Chinese medicine chain", jointly held the launching ceremony of the strategic cooperation of the Chinese medicine model.
On the patient side, the Gushengtang TCM model will build a generative dialogue model through AI big data, and use the Gushengtang TCM APP as the carrier to provide patients with a variety of services such as disease consultation, quick doctor finding, intelligent guidance department, medication guidance, and intelligent customer service
In terms of clinical diagnosis and treatment, Gushengtang and Smart Medical Plan have launched auxiliary diagnosis and treatment equipment, combining traditional Chinese medicine diagnosis and treatment services with artificial intelligence, big data and other technologies to promote the standardization of traditional Chinese medicine diagnosis and improve the efficiency of consultation.
The TCM model will also learn Xi massive textbooks, clinical guidelines, pharmacopoeia and high-quality medical records of famous doctors, based on a variety of AI technologies such as natural language processing and knowledge graphs, to improve the diagnosis and quality level of TCM physicians.
If you want to talk about contemporary trend culture, "new Chinese style" can be said to be on the list. "New Chinese health preservation" has also become the choice of more and more young people, and traditional Chinese medicine is also putting on a new trend and entering the lives of young people. With the gradual segmentation of the track and the gradual maturity of the market, the demand for traditional Chinese medicine technology has gradually increased. From food supplements to supplies to medical services, combined with the empowerment of science and technology, to provide consumers with more subdivided, high-end, and diversified health care services and products, in order to open up a new growth path for the "new Chinese health preservation".