2024中国大健康消费新形态—健康多面体万物皆可“养“.pdf

?THE TIME FOR GENERAL HEALTH?Midjourney?2030?去?的?General Health?22024?17?确?研?务?Midjourney?34FOCUS ON WELLNESS DATA POOL&METHODOLOGY BEYOND HEALTH+Dentsu wellness?POWER TO WELLNESS?wellness?够?POWER TO WELLNESS?METHODOLOGY?HEALTH?PERSONAL CARE?BEAUTY?MENTAL HEALTHAND MORE?FOOD&BEVERAGEdentsu wellness?研?Midjourney?4?Survey time?2023?11?10?-11?24?Survey scope?20?49?5150?A total of 5150 valid questionnaires were collected from correspondents aged 20-49 infirst-tier cities and new first-tier cities in China.?Occupation?80%?Over 80%are company employees and professionals?(?)Employees?(?)Managers?(?)Professionals?Others?Marriage?70%?Over 70%are married with kids?unmarried?married without child?married with child?Others?Area?Mainly distributed in first-tier and new emerging cities?South&center?East?Southwest&Northwes?SH?BJ?Others?Age?30?80%?Nearly 80%wereabove 3020-29?30-39?40-49?8,000-9,99910,000-14,99915,000-19,99920,000-24,99925,000-29,99930,000?Income?10,000-19,999?The average was above 10,000,over 50%were in 10,000-19,999BACKGROUND?Midjourney?5?务?2023?6WELLNESSTRENDWATCHTRENDBACK TO BASICS?TREND?BUILD UP INNER ENERGYTREND?TOUCH THE TRADITIONAL WISDOM?TRENDINFORMATION DETOX?TRENDSEEK“NON-MEDICINE”PRESCRIBING?TRENDSTEP BACK TO THE COMFORT ZONE?Midjourney?7?Midjourney?8?Midjourney?9?Midjourney?10-?Midjourney?11?Midjourney?125 Archetypes in Health&Wellness5?6?务?5?（27%）?（19%）?（24%）?（20%）?（12%）?Midjourney?13#?#?#?#?Midjourney?14?务?4?40+?尽?5?87.5%?务?4049?尽?34.7%?41.3%?APP?40.9%?PROFILEWELLNESS CURATOR52.1%?34.6%39.0%34.6%35.6%45.6%Who are THEY?TTL?Data Base:?5150?27%?Unsplash15?ACE?历?历?PROFILE?Who are THEY?86.3%95.8%78.9%89.9%79.5%91.3%83.0%97.2%?TTL?Midjourney?Data Base:?5150?27%16?94.3%?PROFILEWho are THEY?80.2%94.3%71.6%95.3%68.2%93.8%70.8%93.9%68.2%91.1%?TTL?UnsplashData Base:?5150?27%17?92.4%?务?55%?PROFILE?Who are THEY?76.2%92.4%73.2%94.1%32.2%42.5%73.7%89.3%?TTL?Midjourney?Data Base:?5150?27%18?TOP3?TOP3?TOP3?TOP3?PROFILE?69.5%?68.6%53.4%123?TGI 135?TGI 135 TGI 129123?55.0%?/APP?/APP54.8%45.5%123?TGI 140?TGI 134TGI 132 123*TGI?100?Who are THEY?Data Base:?5150?27%19KARTEHow to COMMUNICATE with them?123?Midjourney?Data Base:?5150?27%20#?#?#?#?#cityride?Midjourney?21Data Base:?5150?19%?务?务?务30+?尽?5?务?3?务?务?PROFILEWho are THEY?WELLNESS ALL-NATURE30393039?尽?/?36.4%?41.3%?37.5%57.4%?22.8%25.1%34.6%69.8%73.3%?TTL?Midjourney?22?90.6%?22?务?PROFILEWho are THEY?10?81.0%90.6%80.6%88.4%85.2%91.7%84.0%91.2%82.4%90.0%?TTL?UnsplashData Base:?5150?19%23YOU ARE WHAT YOU EAT?务83.9%?务98.5%?77.8%?封?PROFILEWho are THEY?48.6%24.0%56.4%39.7%50.1%32.8%87.2%93.1%90.5%97.6%?89.0%97.0%?TTL?PexelsData Base:?5150?19%24?BUFFBUFF?去务?务?17.5%?PROFILEWho are THEY?48.7%34.4%88.1%94.6%86.4%92.7%84.4%92.7%?TTL?Midjourney?Data Base:?5150?19%25?PROFILE?77.8%?75.5%55.8%123?TGI 119?TGI 115TGI 113123?51.1%?/APP?/APP45.2%12339.0%?TGI 121?TGI 119TGI 119 123?TOP3?TOP3?TOP3?TOP3Who are THEY?Data Base:?5150?19%*TGI?100?26KARTE?务?123?Midjourney?Data Base:?5150?19%How to COMMUNICATE with them?27情绪内耗型#?#?emo?#?#?#?cheat?day?#?Midjourney?28?Data Base:?5150?24%PROFILE?务?务55.8%?务30-39?尽?5?务?2?务2.5K+?Who are THEY?WELLNESS ANXIOUS3039?25K+?30.0%?39.1%?30.1%55.8%?44.2%51.1%2.6%3.2%?TTL?Unsplash29?务?70%?封?37.7%68.2%52.1%69.6%48.7%69.0%50.1%63.7%PROFILEWho are THEY?TTL?Midjourney?Data Base:?5150?24%30?7?PROFILE58.8%73.3%58.6%75.5%39.4%65.8%50.3%63.7%60.7%72.6%Who are THEY?TTL?Midjourney?Data Base:?5150?24%31?岁?去务?务?70%?历?封?PROFILEWho are THEY?64.0%69.6%67.5%73.1%?APP?TTL?79.7%63.6%73.4%58.1%66.9%47.1%?Midjourney?Data Base:?5150?24%32?PROFILE?65.2%?64.0%46.7%123?TGI 105?TGI 104TGI 103123?/APP46.9%?/APP?33.6%31.9%123?TGI 109?TGI 107TGI 105 123?TOP3?TOP3?TOP3?TOP3Who are THEY?Data Base:?5150?24%*TGI?100?33KARTE?去?副?123?Midjourney?Data Base:?5150?24%How to COMMUNICATE with them?34#?#?#?#?#?Midjourney?Midjourney?35?Data Base:?5150?20%?PROFILE?60%?20-29?务?TGI=139?TGI=140?Who are THEY?WELLNESS RELUNCTANT2029?31.8%?35.5%?34.3%60.0%?21.2%33.2%5.6%7.9%?TTL?Unsplash36?/?/?务?3?务?务?封?PROFILEWho are THEY?44.4%49.7%39.9%48.8%29.8%44.6%16.1%21.6%42.5%48.3%28.3%36.8%23.2%28.9%?Data Base:?5150?20%TTL?Midjourney?37?务?3?6?PROFILEWho are THEY?88.1%?Data Base:?5150?20%TTL?93.9%87.7%84.3%?Pexels38?6?务?务?PROFILEWho are THEY?Data Base:?5150?20%TTL?64.1%82.4%81.0%?Midjourney?39?种TGI 124?TGI 119TGI 116123?PROFILE?68.8%?67.8%51.6%123社?44.3%?/APP42.3%34.3%123社?TGI 129?TGI 125TGI 105 123?TOP3?TOP3?TOP3?TOP3Who are THEY?Data Base:?5150?20%*TGI?100?40KARTE?社?SEM+?社?123?Data Base:?5150?20%?Midjourney?How to COMMUNICATE with them?41#?996?#?#?#?#?#?Midjourney?42?Data Base:?5150?12%?2029?1?PROFILE?6?20-29?1?尽?TGI=166?TGI=173?28.0%21.2%31.8%44.8%27.4%?30.4%?29.2%61.1%Who are THEY?WELLNESS OUTSIDERS?TTL?Midjourney?43?务?6?5?务?务?历?8?5?PROFILE30.0%56.2%51.4%78.3%39.4%54.3%45.0%50.5%Who are THEY?Data Base:?5150?12%TTL?Midjourney?44?5?996?11 11?PROFILE1.1%2.9%81.0%63.3%36.2%44.0%Who are THEY?28.3%38.6%23.2%29.7%20.5%29.5%?Data Base:?5150?12%TTL?Midjourney?45?PROFILE48.0%61.1%24.7%33.3%Who are THEY?Data Base:?5150?12%TTL?Midjourney?46?51.9%?51.4%47.7%123?种TGI 124?TGI 119TGI 116123社?35.8%?30.8%30.1%123?TGI 108社?TGI 104TGI 102 123?PROFILE?TOP3?TOP3?TOP3?TOP3Who are THEY?Data Base:?5150?12%*TGI?100?47KARTE?All in 1?副?社?对?社?123?Data Base:?5150?12%?Midjourney?How to COMMUNICATE with them?48?THE NEW WELLNESS EXPERIENCEDentsu WellnessPOWER TO WELLNESS?HEALTH?PERSONAL CARE?BEAUTY?MENTAL HEALTHAND MORE?FOOD&BEVERAGE?Midjourney?49DENTSU“POWER TO WELLNESS”EVALUATION MATRIX?POWER TO WELLNESS?CONSUMER INSIGHT?Basic attributes insight?Media channel insight?Chinas big health consumers -5 power in creating health and wellness?360Health Awareness Evaluation?Consumer health behavior insight?Health symptoms and worries?In-depth analysis of specific groups?Scenario diagnosis?White paper&Archetype?2022-2023?Panel&platform:?20?49?5000+?HEALTH DEMAND ANALYSIS?DATA&TOOL?Midjourney?50?Workshop?Competitor Analysis?Segmentate industrial trend analysis新赛道挖掘 New trend exploration?NEW TREND EXPLORATION?SPA?DENTSU“POWER TO WELLNESS”EVALUATION MATRIX?POWER TO WELLNESS?Midjourney?51?Creative ideation?Communication strategy application?Media strategy application?+?CREATIVE+&SCENARIO APPLICATION?Customer-centric 360 degree experience design?Big health resources integrationDENTSU“POWER TO WELLNESS”EVALUATION MATRIX?POWER TO WELLNESS?x?:COMMUNICATION PLAN:+?+?+?+?+BX?Midjourney?52?DISCOVERDEFINEACTION?+?&?x?:?dentsu Experience Design?Midjourney?5355?Chun Yin Mak务?Chris Chen务?Qian Xue?务?Kazuo Koike?务?Naoki Ishizaka?务?Rachel Tsai务?Xin Wang务?Lizzy Yang务?Neo Qiu务?DENTSU Z?Nakano Takeshi务?55