Health anxiety is very obvious among people aged 26-30 who just entered the workplace. Their score on their health status is only 5.97, even much lower than that of people over 50.
Healthy consumption is increasingly becoming an urgent need of young people.
As the "main force" in the workplace, the younger generation is under great pressure at present, and the irregular diet and rest caused by working overtime and staying up late makes the "desperate" young people start to worry about every danger signal released by their bodies.
Young people who used to "have a tiger in their heart and smell the roses" are now "like sick cats, and Lycium barbarum helps" and begin to really care about their health.
During the "double 1 1" period in 2020, the health consumption of "post-1995" has more than tripled. At this year's 6 18 shopping festival, Pinduoduo, as a new e-commerce platform, announced the "new youth consumption trend in the first half of 2002/kloc-0". According to this data, the consumption trend of young people is more obvious in the past six months, and "health" has become the key word of consumption in this six months.
According to the Survey of Good Life in China released by CCTV Finance, in the consumption expectation of 202 1, medical care ranks second in the consumption list of young people aged 18-25, accounting for 33.27%, which is only 0.75 percentage points lower than that of the first-ranked tourism. In terms of consumption budget, the actual consumption in 202 1 is 7.5 percentage points higher than that in 2020.
Under the pressure of health anxiety, healthy consumption has increasingly become an urgent need of young people.
Rong Tai massage chair that keeps pace with the times and embraces young people.
As the main force, young people's consumption demand for health-related products and services is increasingly diversified, which not only reflects the tip of the iceberg of consumption structure changes in consumption upgrading, but also brings greater challenges to brands that constantly strengthen innovation and accelerate the evolution of products in a more diversified direction.
Rong Tai, the leading brand of massage chairs in China, has been striving to keep pace with the times in recent years in terms of product ideas and marketing direction, embracing young people, and Rong Tai's products are increasingly loved by young people.
In terms of products, in order to improve users' massage experience, Rong Tai Health has developed industry-leading technologies such as dual motion, openable flexible guide rail, three-axis 3D fascia motion and intelligent neck and shoulder detection. Committed to providing users with smarter, safer, more professional and more comfortable massage enjoyment through modern technology.
In marketing, on the one hand, Rong Tai cooperated with Disney and Marvel Comics across borders, which enabled culture to empower products, generate more chemical reactions, and let young consumers know Rong Tai again.
In addition, Rong Tai Health insisted on helping the development of space industry, and became attached to China Space as early as March 2009. This year, China Aerospace and Rong Tai Health once again joined hands to reach a three-year strategic cooperation agreement. At this point, Rong Tai Health will become a "strategic partner of China's space industry" 15 years!
In order to better communicate with young people, Rong Tai also actively cooperates with Star /KOL to capture the attention of a new generation of consumers through young creative expression and communication.
Join hands with Yibo to further rejuvenate the brand.
At 8: 05 on October 25th, 65438/KLOC-0, at this special time node, the 97-year-old Rong Tai Massage Chair officially announced the 97-year-old global spokesperson-Yibo. The official announcement of the birthday number of the card point is enough to witness the brand's intentions.
As a representative of the post-90s generation Z, Yibo has his own personalized hobbies. He has never been stingy to express his love for motorcycles, skateboards, street dances and other trendy things, which has made many young people know and like him from multiple dimensions.
Rong Tai's choice to cooperate with Yibo is an affirmation of young people's pursuit of personalized value, an acknowledgement of Yibo's personality traits, such as courage to challenge, self-breakthrough and pursuit of perfection, and also a message to the outside world that Rong Tai is willing to try various challenges, constantly break through and play with young people.
The consumption habits of young consumers are more diverse, and they pay more attention to brand strength, product experience, after-sales service and even personalized humanistic care in the consumption process. This requires brands not only to pay attention to hard power such as product development and service experience, but also to have enough output to influence consumers.
This endorsement cooperation not only opened an entrance for Rong Tai to penetrate younger and diversified consumer groups, but also provided a new way of thinking for the communication between the health industry and young people.