Interview with the founder and CEO of Zhimeng Consulting Institution Xiao Mingchao： The boundary border of the health industry has been broken, and the brand needs to make health be available

On March 21, the 9th Health Commodity Exchange Conference (2024 Xidinghui) hosted by Zhongkang Technology opened in Haihua Island, Hainan.During the meeting, Xiao Mingchao, the founder and CEO of Zhimeng Consulting Institute, accepted an exclusive interview with the reporter of the Daily Economic News (hereinafter referred to as “NBD”).

The Ministry of Commerce has set 2024 as the “Consumption Promotion Year”. How to stimulate consumption potential has also become a hot topic during the National Two Sessions this year.So, how to stimulate the consumer vitality of the people?What new consumption growth points may occur in 2024?In the future, where is the largest industrial opportunity in the health consumption field?Xiao Mingchao said that consumption can be seen during the Spring Festival this year, but in addition to such traditional festivals, how to create more consumer scenarios and create a better consumption atmosphere is the point that can promote consumption.

Regarding how to meet the health consumer needs of consumers, Xiao Mingchao said that brands should think about how to meet people’s pursuit of “lazy health” and how to make health gain.”Today everyone wants to be healthy and does not want to make more efforts, the brand must consider how to bring more convenience to consumers.”

Xiao Mingchao Picture Source: The organizer confession

Talking about health consumption: the border of the health industry has been broken

NBD: Now more and more people pay attention to health consumption. How do you define health consumption?What are the main contents of it?

Xiao Mingchao: Today, health is no longer the concept of highly related to disease and medical care. I think that health has become a lifestyle, a very basic need, and is placed in a more important position.In the past, I was uncomfortable, I had a disease, and I would pay attention to my health; now I pursue active health, and I want to adjust myself.The connotation of health has also changed from only to physical health in the past, and also focused on spiritual health.

Today, the boundaries of the health industry have been broken. In the past, the health industry rely on the medical system. Now its boundary is broken. The boundary is larger and the extension is wider. It has penetrated into the industries related to all consumers.

NBD: In the face of the growing health consumer demand of consumers, how can the brand party seize consumers?

Xiao Mingchao: On the one hand, the brand should be more vertical and more fine.Today, consumers are increasingly pursuing essential health and health. They will pay attention from head to toe, and everyone pays attention to the health fields that everyone pays attention to.I think it is necessary to discover new needs from a small scene. For example, sleep can generate a lot of demand. If you can’t sleep well, it may be a very important need.Essence

Second, brands need to think about how to satisfy people’s pursuit of “lazy health”, and how to make health gain.Today, everyone wants to be healthy and does not want to make more efforts, the brand must consider how to bring more convenience to consumers.Today we see the health markets in the hospital, but the market outside the hospital is a larger market.

Third, how the brand is combined with digital intelligence, including the combination of AI to achieve more personalized diagnosis and treatment and judgment through AI, and use digital means to make products and users more closely connected.

NBD: What do you think is the largest industrial opportunity in the domestic health consumption field in the next few years?

Xiao Mingchao: I think the biggest opportunity is AI. How to embrace AI and upgrade the existing service model and product with AI.Whether it is from the product manufacturing side or the user’s server, how to better realize digital and intelligent connections and upgrades, I think this may be a very big opportunity.

Talking about consumption: you should create more consumer scenes like the Spring Festival

NBD: In the past, there have been many regional consumption hotspots in the country, such as Zibo barbecue, Harbin ice and snow, Tianshui spicy spicy. What do you think of this phenomenon?

Xiao Mingchao: With the promotion of short videos and Internet celebrity economy, cultural tourism brands in many places have gained new traffic entrances.Why do you pursue barbecue and spicy spicy? The change in it is that consumers are more and more concerned about small “fireworks narratives”, and they pay more attention to the happiness that can be obtained at the moment.

Whether it is Zibo, Harbin or Tianshui, the Internet does bring huge attention and traffic, but there is more carriers and connotations behind this. Light barbecue and spicy spicy are no way to support a city brand.After the traffic, it is more important to have a sustainable development model and corresponding supporting measures, so that everyone can know that this city not only has barbecue, spicy spicy, but also more humanities and scenic spots. There are more things that can be experienced.Essence

NBD: Since the beginning of this year, the domestic consumption situation has picked up. How do you look at the overall consumption trend in 2024?

Xiao Mingchao: From the perspective of the Spring Festival data, consumption has shown a certain vitality this year.In terms of consumption psychology, everyone is more and more cautious, and consumer decision -making is becoming more and more rational.Consumers are looking forward to buying things they really need, rather than being confused, or follow -up consumption.

On the other hand, consumers also have emotional side.Everyone will pay more and more attention to the spiritual level, pay attention to the consumption of self -interesting, and pay attention to the current sense of gain and happiness. This is a very important change at the psychological level of consumption.For enterprises and brands, in the past, everyone was pursuing a single cost -effectiveness. Today, not only cost -effective, but also the price -performance ratio.Your product must not only meet the basic functional needs of consumers, but also bring emotional value or spiritual comfort to consumers. You must have a added value and significance to make consumers feel that choosing you is more correct.

NBD: This year is the year of consumption promotion. What do you think can we promote the consumer vitality of the people?