Alibaba Health Reports 2018 Singles' Day Health Consumption Trends: Tier-2 and Tier-3 Cities Match Tier-1 in Quality Upgrade

Although Tmall’s Double 11 shopping festival originated a decade ago as “Singles’ Day,” it has since evolved into the ideal time for families to stock up on essentials with joy.

VCBeat (WeChat: vcbeat) has learned that on November 12, AliHealth released national health consumption data from the 2018 Tmall Double 11 Shopping Festival. The data shows that individuals born in the 1970s and 1980s, who are responsible for caring for both their aging parents and young children, not only spent an average of 1.5 times more than those born in the 1990s, but also stocked up on health consumables such as blood glucose test strips during this period.

Tier 2 and 3 cities, as well as those below Tier 4, are by no means lackadaisical when it comes to the major matter of health. The growth rates of populations purchasing health products and services in these areas both surpass those in first-tier cities, reaching 3.6 times and 7.2 times respectively.

According to the 2018 Tmall Double 11 consumer data from AliHealth’s e-commerce platform, post-90s consumers place greater emphasis on external appearance, with one in four stocking up on sports and fitness supplements—represented by muscle-building protein powders—and various types of contact lenses. In addition, IP co-branded customized products were particularly popular among young users. The By-Health collagen powder gift box featuring Cai Xukun-themed custom gifts, and the Omron low-frequency massager in the Tongdao Dashu edition, both achieved strong sales on Double 11.

Individuals born in the 1950s and 1960s place particular emphasis on the quality of healthy living. Data shows that Panax notoginseng powder, blood pressure monitors, and blood glucose meters rank as the top three health products most frequently purchased by this demographic. During this year’s Double Ninth Festival, Alibaba’s release of the “Silver-Haired Generation” Consumption Upgrade Data and the Double Ninth Festival Consumption Report revealed that medical aesthetics spending among the “silver-haired generation,” represented by those born in the 1950s and 1960s, was 4.4 times higher than the previous year, with anti-aging and wrinkle-reduction products and skin boosters becoming popular items.

Compared to the self-care efforts of younger and older generations, the “sandwich” generation—those born in the 1970s and 1980s—has unhesitatingly shouldered the responsibility for family health, with their average health-related spending being 1.5 times that of individuals born in the 1990s. Taking medical devices as an example, during the Double 11 shopping festival, they not only purchased various blood pressure and glucose monitors for elderly family members but also ensured a steady supply of essential consumables such as glucose test strips. Furthermore, among the 35,000 elderly health checkup packages sold on the AliHealth platform, the vast majority were purchased by those born in the 1980s.

Which Regions’ Residents Are the Biggest Online Shoppers? Sales data from AliHealth’s e-commerce platform during the Double 11 shopping festival show that residents of Guangdong, Jiangsu, and Zhejiang provinces were the most willing to invest in their health this year, followed closely by those in Shandong Province, Henan Province, and Shanghai. Notably, Beijing surprisingly did not make it into the top ten, ranking only 12th.

Furthermore, the consumption upgrade toward higher-quality health products is particularly pronounced in second- and third-tier cities. Taking medical services as an example, spending on health checkups in these cities during last year’s Double 11 shopping festival surged by 255% year-on-year, while expenditure on orthodontic treatments increased by 455%, both significantly outpacing growth in first-tier cities. In contrast, for overseas health products, consumption growth rates in second-, third-, and lower-tier cities were on par with those in first-tier cities.

With the widespread adoption of smartphones, smart medical devices capable of interconnecting with mobile equipment have gained significant popularity. During the Double 11 shopping festival, more than ten brands of “tech-savvy” health products, represented by Xinmi’s 24-hour ambulatory ECG monitor and Kapachi’s children’s smart temperature patch, were launched successively to help users manage their own health.

The aforementioned data also corroborates the report “Tmall Double 11: A Decade of Insights—The Arrival of the New Consumption Era,” jointly released by Alibaba, CBNData, and DT Finance in recent days. Over the past five years, the pharmaceutical and healthcare sector has witnessed the fastest growth, indicating that mass consumption is entering a new phase characterized by quality enhancement. Consumers are increasingly focusing on areas closely tied to quality of life, such as health and cultural consumption.

From a gender perspective, there are also significant differences in the composition of shopping carts between men and women. Unsurprisingly, family planning products topped the list of best-selling health items for men during the Double 11 shopping festival. Interestingly, we found that male users are far more family-oriented than imagined, with baby electronic thermometers ranking among the top ten most-purchased items by men.

The women’s list clearly reflects a strong emphasis on beauty and aesthetics. In addition to orlistat, which is used for slimming, contact lens care solutions and lenses—aimed at enhancing bright, attractive eyes—also made the list.