Jianke Releases Health Consumption Big Data: Women Outpace Men in Health Spending

As living standards improve and the “Healthy China” strategy is implemented and advanced, health-related consumption is becoming a new “hotspot” in China’s consumer market. Recently, Jianke, a leading domestic online pharmaceutical company, released the “2017 National Health Consumption Big Data” report, based on sales data from its online pharmacy platform.

Jianke is one of the earliest-established health management enterprises in China. With over a decade of deep engagement in the health management industry, it has served more than 100 million customers. In recent years, propelled by the rise of the health consumer market, the company has achieved leapfrog growth, with sales reaching RMB 2.5 billion in 2017, representing a year-on-year increase of over 60%.

Xie Fangmin, CEO of Jianke, pointed out, “Judging from the growth trend in consumer data, health-related consumption has become a basic necessity for Chinese consumers, which will provide strong impetus for the development of enterprises in the broader health industry. As health awareness strengthens, Chinese consumers’ demands for health-related products and services continue to upgrade, placing higher requirements on the quality of health products and the scope of services offered by companies.”

Founded in 2006, Jianke has been deeply engaged in the online pharmaceutical industry for nearly a decade and has grown into one of the largest online pharmacies in China, having served over 100 million customers to date.

Jianke’s “2017 National Health Consumption Big Data” report shows that Guangdong Province, Jiangsu Province, and Shandong Province ranked in the top three in terms of regional consumer purchasing power, while Zhejiang Province, Shanghai, Hebei Province, and Beijing made it into the top 10. Among the top 10 regions in purchasing power, six are provinces or municipalities from the three major economic zones: the Yangtze River Delta, the Pearl River Delta, and the Beijing-Tianjin-Hebei region. This fully demonstrates that economic foundation determines consumer purchasing power, and also indicates that people in economically developed areas place greater emphasis on health-related consumption expenditures.

Among health-conscious consumers, females outnumber males overall, with female consumers accounting for 65.1% and male consumers for 34.9%. In terms of age distribution, consumers aged 20–29 account for 25.05%, while those aged 30–39 make up 53.54%. This indicates that the post-80s generation is the main force in health-related consumption. As this cohort has reached middle age, they are not only financially independent and digitally literate but also bear the dual responsibility of caring for both their aging parents and young children. Consequently, they face significant personal pressure and exhibit a strong overall demand for health-related products and services.

In terms of overall purchasing purpose, consumers primarily buy for themselves and their parents. When analyzed by gender, men are more likely to purchase for themselves, whereas women have a significantly higher proportion of purchases for their parents and children compared to men.

Regarding the factors influencing consumers’ choice to purchase medications online, “guaranteed drug quality” accounted for 70.6%, “lower prices” for 59.7%, “availability of all needed medications” for 49.7%, and “ease of purchase, avoiding the hassle of online registration, queuing, and medication pickup” for 32.9%.

Top 10 Best-Selling Categories on Jianke Online Pharmacy in 2017: Medical Devices, Rheumatism and Rheumatoid Arthritis, Traditional Chinese Medicine Decoction Pieces, Kidney Tonifying and Yang Strengthening, Body Shaping and Slimming, Immune Enhancement, Cervical and Lumbar Spondylosis, Heart Diseases, Gynecological Inflammation, Kidney Tonifying and Qi Replenishing.

As awareness of self-managed health grows, home-use medical devices such as blood glucose meters and electronic blood pressure monitors are increasingly finding their way into ordinary households. It is therefore no surprise that medical devices have become one of the best-selling product categories.

According to the report released by the International Diabetes Federation (IDF) in December, China has the highest prevalence of diabetes among adults worldwide. By 2017, the number of diabetic patients in China had reached 114 million. This vast patient population has undoubtedly generated substantial demand for blood glucose monitoring and glycemic control products.

In 2017, the top five best-selling brands of home medical devices on Jianke Online Pharmacy were all well-known manufacturers of blood glucose meters and electronic blood pressure monitors, namely Abbott, Omron, Yuwell, Johnson & Johnson, and Sinocare.

Abbott climbed to the top spot this year with its global first pain-free blood glucose monitor. The product was officially launched for sale in China only in April of this year, and Jianke is Abbott’s exclusive e-commerce channel partner for the pain-free blood glucose monitor in China.

In recent years, the intensifying aging of China’s population and the rising nationwide health-consciousness trend have opened up substantial market opportunities for the development of the traditional Chinese medicine (TCM) decoction pieces industry. Research data show that the market size of TCM decoction pieces in China was RMB 233 billion in 2017 and is projected to reach RMB 273.4 billion in 2018.

Among the top 10 product categories by purchase volume on Jianke Online Pharmacy in 2017, Traditional Chinese Medicine (TCM) decoction pieces emerged as the most popular category, followed by household essential medicines, kidney-tonifying and yang-enhancing products, medical devices, gastrointestinal medications, vitamins, dermatological treatments, rheumatism and rheumatoid arthritis medications, gynecological anti-inflammatory drugs, and pediatric medications.

This ranking can be described as the most direct transmission of market consumption heat to the popularity of terminal products. With consumption upgrading and the strengthening of health concepts, consumers have higher requirements for the quality and brand of health products.

Among the top 10 OTC drug brands by sales volume on Jianke Online Pharmacy in 2017, all were well-established and highly recognized brands. The top three were Baiyunshan, Tongrentang, and Dong-E-E-Jiao, followed by Gehong, Tongyitang, Huiren, Hongmao, Yangwuji, Flixonase, and D-Cal.

As household incomes rise, children's health products are receiving unprecedented attention. In recent years, sales of pediatric pharmaceuticals and health supplements have become one of the fastest-growing categories online. Particularly with the implementation of the universal two-child policy, the market for children's pharmaceutical and health products is poised for even greater growth.

Among the top 10 brands for pediatric pharmaceutical and health product sales on Jianke Online Pharmacy in 2017, the top three were Dinggui Er Qitie (Dinggui), Bacillus Subtilis and Enterococcus Faecium Live Combined Granules (Mamiai), and Children's Vitamin D and Calcium Chewable Tablets (Diqiao). The first two products are primarily targeted at infants and toddlers under the age of three. The remaining brands, in order, were Multivitamin and Lysine Granules (Weiledo), Fuganlin Oral Liquid (Yipinhong), Weierkang Lotion (Zhizhi), Coix Sprout Spleen-Strengthening Gel (Dinggui), Lysine Calcium Hydrogen Phosphate Granules (Tongle), Tongkang Tablets (Kanghe Pharmaceutical), and Vitamin AD Drops in Capsule Form (Yikexin). These are predominantly pediatric health products, mainly consisting of healthcare supplements.

On Jianke Online Pharmacy’s 2017 Top 10 Best-Selling Brand Products in the Elderly Health Care Category, Vitamin D Calcium Chewable Tablets (D-Cal), Glucosamine Hydrochloride Tablets (Jiuli), and Calcium Carbonate and Vitamin D3 Tablets (Caltrate) ranked in the top three, with calcium supplement products accounting for two of these positions.

It can be said that the advent of the “two-child era” has brought more opportunities for children’s health products, while as China accelerates its transition into an aging society with a continuously growing elderly population, the market for healthcare products targeting seniors is also a blue ocean.

Overall, the economic status of Chinese consumers has improved significantly. Health-related consumption is shifting from a mindset of “choosing what’s right rather than what’s expensive” to one that embraces “both what’s right and what’s premium.” Consumers are increasingly willing to pay for high-priced, high-performance health products, signaling that China is rapidly entering an era of high-quality health consumption.