Health Checkup Packages Surge into Top 3 of Double 11 Sales Charts with Over 4-Fold YoY Growth in First Week
At 8:00 p.m. on October 24, major e-commerce platforms such as JD.com and Tmall launched the pre-sales for the 2023 Double 11 Shopping Festival. In the first hour of pre-sales, the health sector saw a strong start.
According to official data from JD.com, during the first week of the Double 11 shopping festival, the transaction volume for home ventilators and nebulizers tripled year-on-year, that for home-based in vitro diagnostics increased sixfold, and sales of health checkup packages for middle-aged and elderly consumers grew fourfold, indicating a significant rise in orders for health-related products.
Tmall has also exhibited a similar trend. During the first hour of sales for the Double 11 Shopping Festival, transaction volumes for multiple health-related categories—including home medical devices, nutritional supplements, health foods, and medical checkup packages—doubled year-on-year. Notably, medical checkup packages emerged as a standout product within the health category, ranking among the top three on the sales charts and becoming a new favorite for consumers’ Double 11 stockpiling.
Data from this year’s Double 11 shopping festival clearly reveals that, as public awareness of health continues to rise and concepts of health management evolve, the once passive, reactive model of medical treatment is gradually giving way to a proactive, routine approach to preventive care and wellness.The “proactive health model,” characterized by the proactive purchase of health-related products and medical checkup services, is emerging as a booming “new consumption” trend.
The Double 11 Shopping Festival serves as a mirror reflecting current consumption trends. In fact, statistical data from the "2022 White Paper on China's Health Industry" shows that the total size of China's consumer healthcare services market expanded from RMB 219.1 billion in 2015 to RMB 883.8 billion in 2020. The compound annual growth rate (CAGR) from 2021 to 2025 is projected to reach 22.9%, with the market size expected to hit RMB 2.393 trillion by 2025. The rise of the health industry is underpinned by profound intrinsic logic.
In recent years, national policy support, population aging, the rise in Chinese consumers’ purchasing power, and the growing number of individuals with chronic diseases and suboptimal health status have all been key drivers behind the surge in proactive health. The Outline of the “Healthy China 2030” Plan, issued by the State Council, explicitly emphasizes adhering to the principles of prioritizing prevention, integrating prevention with treatment, and placing equal emphasis on traditional Chinese medicine and Western medicine.
As China’s health strategy accelerates its shift from a “treatment-centered” to a “prevention-first” approach, medical checkups have rapidly risen in prominence amid this trend. VCBeat has observed that a growing number of companies are entering this space, launching diverse health products and services to meet consumer demand.
Amidst rising demand,Having cultivated the high-end health screening sector for many years, Ping An Health (Testing) Center has seized this emerging opportunity to make a steady market entry, launching its Ping An Shangyi Flagship Store on the Tmall and JD.com platforms., strategically positioning itself in the consumer healthcare services market.
It is understood that the Ping An Health (Check-up) Center, with its diverse business formats, has been designed around several major series, including population-specific groups, specialized diseases, and afternoon check-ups.Focusing on entry-level premium health checkup products, the company has launched 18 standard packages, including the Ping An Exclusive Package, Gratitude and Filial Piety Package, Elegant Lady Package, Cardiovascular and Cerebrovascular Exclusive Package, Oncology Special Package, and Respiratory System Afternoon Checkup Special Package. These offerings aim to create a series of personalized health checkups catering to the diverse needs of different population groups. Additionally, the company has introduced home-based self-testing products for laboratory tests, thereby expanding the scenarios for screening and diagnosis through its diversified business model.
Notably, this SKU lineup also includes a high-ticket item—the Changxiang Membership Card. As one of the core offerings of Ping An Health (Check-up) Center, the Changxiang Membership is its flagship product, boasting the most significant differentiation from competitors. This product delivers a “1+X” service model, embodying a premium health management philosophy centered on “customization, one-stop convenience, and comprehensive family care.” It provides tailored, in-depth screening services for individuals or families, along with targeted intervention plans for patients with specific conditions. Furthermore, the company offers a wide range of optional health services and concierge-style support to address diverse medical and healthcare needs, ensuring a high-quality medical experience for users.
Ping An Health (Testing) Center has been able to stand on the springboard and seize the opportunities of e-commerce platforms with precision, thanks to its deep accumulation in improving medical service quality in the early stages, as well as the professional DNA endowed by Ping An Group’s layout of the medical ecosystem.
As an important component of China’s healthcare service system and a key supplement to the public healthcare sector, non-public medical institutions must meet the diverse healthcare needs of different consumer segments across various levels and regions. To capitalize on emerging trends, they should firmly focus on three key pillars: high quality, specialized expertise, and digital intelligence. Thus, market entry is merely the first step. To securely seize industry development opportunities, these institutions must strategically develop and position themselves around these three core themes.
However, this undoubtedly raises the bar for industry participants. First, high quality means that non-public medical institutions must enhance the quality of their medical services and pursue a brand-oriented development strategy, building on substantial foundations in diagnostic equipment, physician resources, and service quality. Second, strong specialty focus requires precise positioning and the development of differentiated, distinctive specialties. Finally, intelligent transformation demands that institutions possess more advanced smart health management systems to track the physical health needs of clients/patients.
As a late entrant, does Ping An Health (Testing) Center still possess the capability to overtake its competitors? This can first be analyzed by examining its efforts to enhance the quality of medical services.
From its inception, the Ping An Health (Testing) Center has been guided by the objectives of advancing tiered diagnosis and treatment, promoting the development of the health service industry, and achieving regional sharing of medical resources. With a focus on evidence-based clinical care, it has gradually established a “Imaging Diagnosis, Laboratory Medicine, Specialty Clinics, Premium Health Checkups"Four-in-One Innovative Business Model."
In terms of infrastructure, Ping An Health (Testing) Center has made substantial investments. The center is equipped with advanced medical imaging and laboratory testing devices, including PET/CT, 3.0T MRI, 256-slice CT, and fully imported automated laboratory lines from Siemens and Beckman Coulter, enabling comprehensive and precise health screenings for clients. It operates the largest third-party medical imaging center in China.The Only Third-Party Medical Institution in China Officially Certified for PET-MR. Furthermore, the company’s self-built network of medical laboratories has obtained ISO 15189 accreditation for quality and competence in medical laboratories, ensuring the quality of test results.
Notably, Ping An Health (Check-up) Center focuses on six high-prevalence specialized conditions and has established dedicated centers for Respiratory Health, Digestive Health, Cardiovascular and Cerebrovascular Health, Women’s Health, Traditional Chinese Medicine (TCM) Specialty Diagnosis and Treatment, and Bone Health. These initiatives further facilitate precise screening for asymptomatic individuals, while enhancing medical assistance services at the treatment stage, thereby building a comprehensive health management system covering the entire patient lifecycle.
Ping An Health (Testing) Center has achieved comprehensive coverage in both breadth and depth across its network of renowned physicians and hospitals., further deepening medical services and establishing its core competitiveness. As of September 2023, Ping An has achieved 100% coverage through cooperation with the top 100 hospitals and Class A tertiary hospitals in China by integrating supply-side resources. Ping An’s own medical team comprises nearly 4,000 doctors, with nearly 50,000 externally contracted physicians. The number of partnered pharmacies reached 228,000, an increase of nearly 4,000 since the beginning of the year.
In the traditional offline market, Ping An Health (Testing) Center boasts a stable and highly loyal base of high-net-worth target customers.Customers acquired through online channels ultimately need to complete the full service loop at the offline stores of Ping An Health (Testing) Center. This is closely tied to the customer’s in-store service experience.
Ping An Health (Check-up) Center’s health management services are often described by clients as “five-star” and “flight-attendant-level,” stemming from the company’sNot only does it focus on serious medical care, but it also places equal emphasis on the service experience.Provide systematic health management solutions, ranging from establishing personal health records to health consultations during the management process, post-examination follow-ups, medication reminders, as well as subsequent health salons and health consultations.Specifically,, premium members can enjoy exclusive services from the moment they enter the facility, including pre-examination consultations, VIP private rooms, one-on-one personal guidance, expedited channels, and preliminary report interpretations. This allows them to obtain clear feedback on their health, rather than merely facing cold, impersonal results.
Ping An Health (Testing) Center, under the integration of its own accumulated expertise and resourcesSuccessfully established itsUnique Integrated Medical and Healthcare Service CapabilitiesThis “true health checkup” model, aligned with the target customer base of e-commerce platforms, is poised to unlock broader commercial value in the future.
At 8:00 p.m. on October 31, JD Health launched thousands of health products and services under its “Ten Billion Subsidy” program. Within the first 28 minutes, the gross merchandise volume (GMV) of the medical devices category surpassed RMB 100 million. In the first half hour, nearly 2,000 brands in the nutrition and health supplements category doubled their GMV, and over 1,000 pharmaceutical merchants exceeded their full-day GMV from the previous year. Both the medical devices and nutrition and health supplements categories recorded record-high GMV.
In recent years, internet platforms and digital healthcare platforms have been fostering a favorable ecosystem for medical services in a prudent and orderly manner, while actively strengthening collaborations with health examination institutions. For instance, platforms such as JD.com, Tmall, and Meituan have intensified their efforts to promote consumer spending on healthcare and wellness. This year’s Double 11 shopping festival served as a microcosm, revealing emerging trends in online health consumption among users under the blueprint of “Healthy China.”
For healthcare professionals, the emergence of e-commerce platforms not only helps them gain precise user profiles and improve marketing efficiency, but also enables rapid omnichannel product deployment, making health and medical products accessible to a broader population.
For institutions such as Ping An Health (Testing) Center, which have historically relied on group health examinations and B-side clients as their primary revenue sources, entering the e-commerce sector has opened up opportunities to expand into the C-side market.
For Ping An Health (Testing) Center, entering the e-commerce sector has also expanded its opportunities in the consumer market.As a key offline touchpoint within Ping An Group’s healthcare ecosystem, Ping An Health (Testing) Centers have fully empowered the Group’s integrated financial services business and cultivated a robust and stable base of B-end clients.The products listed on the Tmall and JD.com flagship stores are primarily entry-level premium health checkup packages, emphasizing precision, convenience, and exclusivity. These offerings effectively address the healthcare pain points and needs of the target customer base, demonstrating significant progress in its expansion into the consumer market.
Evidently, whether driven by policy guidance, the heightened emphasis on health service consumption amid a nationwide awakening of health awareness, or the strengthened collaboration between internet platforms and physical examination institutions, all signs point to a sustained expansion of the future health demand market. Meanwhile, China’s health industry is poised to reach new heights through the integrated development of online and offline services.