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1、2022-2023DISCOVERY OFCHINAS BIG HEALTHCONSUMERSBy Dentsu,China,November 2022DENTSUS 5-POWER INCREATING HEALTH&WELLNESS IN CHINACONTENT3 FOREWORD4 DENTSUS MODEL:5-POWER OF WELLNESS9 DISCOVERY OF FIVE ARCHETYPES IN HEALTH AND WELLNESS32 IMPLICATION AND OUTLOOK3 FOREWORD4 DENTSUS MODEL:5-POWER OF WELLN

2、ESS6 CHINA HEALTH&WELLNESS MARKET INSIGHT9 DISCOVERY OF FIVE ARCHETYPES IN HEALTH AND WELLNESS32 IMPLICATION AND OUTLOOK電 通2五大健康幸福力创造式 5 POWER IN CREATING HEALTH&HAPPINESSFounded in 2020,Dentsu Health is a professional marketing team that commited to provide health and wellness marketing solutions a

3、s well as brand building services for Dentsus global clients.Seeking opportunities and de-velopment for health brands and markets in the new era,Dentsu conducted a comprehensive research and analysis about health population in 2022.Through the multi-dimensional in-depth understanding,Dentsu proposed

4、 the model of 5-Power of Wellness to discover modern peoples lifestyles and behavioral characteristics,analysis the motivation and inspiration of modern people that can be reached by brands.Recently,Dentsu will release“2022-2023 DISCOVERY OF CHINAS BIG HEALTH CONSUMERS-5-POWER IN CREATING HEALTH AND

5、 WELLNESS”.FOREWORD電 通32022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSDENTSUSOCIALINTELLECTUALPHYSICALEMOTIONALFINANCIALWELLNESS5-POWERDENTSUDentsu developed5-Power of Wellness ModelDentsu proposed“5-Power of Wellness”model,analyzed the scores in power of wellness foreach archetype,in order to fur

6、therinterpretate the important and awakening of“Health&Wellness”in diferent dimensions for modern citizens in China.電 通42022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSDENTSUS 5-POWER OF WELLNESSDENTSUSOCIALINTELLECTUALPHYSICALEMOTIONALFINANCIALWELLNESS5-POWERKnowledge of health and wellness is the

7、 ladder and source to happiness.Physical health is the foundation of wellness.Social is a happiness enhancement psychologically.Stable emotion is the key to happiness.Financial security is a basic condition for happiness.電 通52022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSDENTSUSOCIALINTELLECTUALPH

8、YSICALEMOTIONALFINANCIALWELLNESS5-POWERBACKGROUND5-POWERIN CREATING HEALTH&WELLNESSBycalculating the scores on 5 dimensions(Physical,Emotional,Financial,Social,and Intellectual,)for each target group,the model has defned the strength and weakness of everyones Power of Health and Wellness geographica

9、lly and demographically.PHYSICALEMOTIONALFINANCIALSOCIALINTELLECTUAL電 通62022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSEmployeesManagersProfessionalsUnmarriedMarried without childMarried with childSouth&CenterEastSouthwest&NorthwestSH BJ20-2930-3940-498,000-9,99910,000-14,99915,000-19,99920,000-24

10、,99925,000-29,99930,000-BACKGROUNDSurvey time：2022.5.28-6.10Survey scope：A total of 4920 valid questionnaires were collected from correspondents aged 20-49 infrst-tier cities and new frst-tier cities in China.OccupationOver 70%are companyemployees andcivil servantsMarital StatusOver 80%are married w

11、ith kids IncomeThe average was above 10,000,over 50%were in 10,000-19,999 AgeOver 80%were above 30AreaMainly distributed in frst-tier and new emerg-ing cities電 通72022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSWellnessOutsiders10%WellnessCurators 27%WellnessReluctant19%WellnessAnxious22%WellnessHun

12、ters22%FiveArchetypesFINDINGIn“2022-2023 DISCOVERY OF CHINAS BIG HEALTH CONSUMERS”report,Dentsu discovers 5 archetype in Chinas health goers that represent diferent atitudes,emotions and behavior.電 通82022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSARCHETYPES HEALTH WELLNESS5 WELLNESS HUNTERS電 通電 通9

13、2022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS77%61%PHYSICALEMOTIONALFINANCIALSOCIALINTELLECTUAL Wellness HuntersARCHETYPES HEALTH WELLNESS5 Pursuing ultimate beauty and exquisite experienceNear 50%of them would use aroma therapy and medical cosmetology to enrich their health ex-perience to achie

14、ve life goal of ultimate beauty.Married with children:Women:5-Powerof WellnessModel電 通電 通102022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS47%46%45%47%47%36%34%“To leada refned and Cozy lifestyle”TOTALWellness HuntersWellness Hunters“Keep mentally satisfed and happy”TOTALUse beauty instrumentVisit

15、beauty clinicScent careThey believe being healthy does not mean physically healthyonly,with the mental satisfaction is equally important,while the pursuit of“beauty”and multi-sensory experiencealso maters.WELLNESSHUNTERSTo create a refned and cozy lifestyle that keep them happy and contented電 通11202

16、2-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS66%55%50%“I always care about evidenceand proof of efcacy”“I always use latestresearch or technology”More knowledgeableData managementNew ingredients50%45%28%27%WELLNESSHUNTERSProfcient in product efcacy and service,the pursuit of cuting-edge technology

17、to enable health maintenanceThey are willing to devote inlearning pioneer knowledge of wellness,over 66%of them are more know ledged than other groups of people.TOTALWellness HuntersTOTALWellness Hunters電 通122022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSCASESAMPLE“Client Brand:Flixonase Aqueous N

18、asal SprayCreative Agency:DENTSU CREATIVE(isobar)Together with UNO CAMP,created a 24-hour“free release online market”far from the city.Making the nature journey continuous and the sensory experience enjoyable and interesting.“WELLNESSHUNTERS電 通132022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSARCHE

19、TYPES HEALTH WELLNESS5 WELLNESS CURATORS電 通142022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSPHYSICALEMOTIONALFINANCIALSOCIALINTELLECTUALARCHETYPES HEALTH WELLNESS5 Married with children:5-Powerof WellnessModel85%Wellness Curators life pacers with visions to think ahead58%of them have flled up the

20、future with plansand disciplines.They always think ahead for a happy life to come.At the same time,their plans always extendto their family members.電 通152022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS“I believe daily diet is important to maintain health”62.30%39.70%Wellness CuratorsTOTAL91.80%61.6

21、0%80.30%47.80%55.50%87%Start from daily meal,they manage nutrition in-take with disciplines as foundation to a beter future.They believe“Tomorrow,I will be gratefulfor what I do for myself today.”WELLNESSCURATORS電 通162022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSTaking 3 meals Home cookingSweet c

22、ontrolHealth management APPWillingness to spend onHealth productsKEEPBUDUODUO33%29%24%22%CuratorsAnxiousHuntersOutsiderReluctant6.1%5.3%5.4%5.1%5.4%6.0%2.5%3.0%0.0%5.2%5.2%Willingness to pay theBill for health servicesWellness CuratorsTOTALWELLNESSCURATORSAt the same time,they are adapting digital d

23、evices to helpmanage the routineofexerciseWith Stable fnancial power,they think ahead to plan family future電 通172022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSWELLNESSCURATORSCASESAMPLE“Caltrate gave modern woman the“backbone”.Take the initiative to lead a leisurely life.Client Brand:CaltrateCreat

24、ive Agency:DENTSU CREATIVE(isobar)電 通182022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSWELLNESS OUTSIDERS5 ARCHETYPES HEALTH WELLNESS電 通192022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSProportion of married people:80%ARCHETYPES HEALTH WELLNESS5 Wellness OutsidersProfessionals can not stop but kee

25、p their top priority is their responsibilityin professionsOver of them work for more than9 hours a day.Missing ofthe social life and emotional comfort seems to a vicious cycle as Wellness Outsiders.PHYSICALEMOTIONALFINANCIALSOCIALINTELLECTUAL5-Powerof WellnessModel電 通202022-2023 DISCOVERYOF CHINAS B

26、IG HEALTH CONSUMERS25%20%33%33%20%22%22%22%WELLNESSOUTSIDERSA reminder for them to“pause”and take care of themselves will be highly appreciated.They often work under high pressure and intensity.But they have a relatively high stan-dard of living and knowledge.They want to manage their health in an e

27、fcient,reliable and fun wayWeak in physical health,more than 20%ofthem arefacing a threat of risk in chronic diseasesWork over 9 hoursWorried about intimacyWorried about moneyHigh fatHigh uric acidHigh glucose Poor circulationEdema電 通212022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSCASESAMPLE2022-

28、2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS“WELLNESSOUTSIDERSClient Brand:XIN CAF:sonic sweetenerCreative Agency:DENTSU CREATIVE(dentsumcgarrybowen)SONIC Technology makes life sweet without sugar.電 通22WELLNESS ANXIOUS5 ARCHETYPES HEALTH WELLNESS電 通232022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS

29、59%PHYSICALEMOTIONALFINANCIALSOCIALINTELLECTUALMen percentage:ARCHETYPES HEALTH WELLNESS5 Wellness AnxiousWhite-collar employees takesub-health conditions as normOnly 8%of them withhealth consciousness,stress has left them with no choice them but to ignore the signs from the body.By choosing coexist

30、 with sub-health,they can only treat the symptoms,but to cure the roots of diseases.5-Powerof WellnessModel電 通242022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS50%30%29%Mental healthPersonalityAppearance AnxietyWELLNESSANXIOUSNeither of their body nor mind arein good conditions,perhaps,with mentalr

31、elease and health education would be the frst step to start theirjourney of wellness.電 通252022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSCASESAMPLE“Fenbid Turning Biterness To Be Your Sweetness.Client Brand:FenbidCreative Agency:DENTSU CREATIVE(isobar)WELLNESSANXIOUS電 通262022-2023 DISCOVERYOF CHIN

32、AS BIG HEALTH CONSUMERSWELLNESS RELUCTANT5 ARCHETYPES HEALTH WELLNESS電 通272022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSAged in 20-39:ARCHETYPES HEALTH WELLNESS5 62%Wellness ReluctantFor Gen-z,quick,simple and cost-efective solutions are the key.Young generations who are struggling for fnancial c

33、omfort,would prioritize the limited amount of money to something more important in life than Health Investment.They are young and take the young and healthy body as granted.PHYSICALEMOTIONALFINANCIALSOCIALINTELLECTUAL5-Powerof WellnessModel電 通282022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERS66%49%

34、Generation Zs lifestyle in pursuing health:Health care products:Gen Z accounts for 22%of all health care product purchasersTCM is a trendy choice:consumers who take traditional Chinese medicine health care programs is“post-90s”.Lazybones choice of“sports”:Over 300,000 young people buy fshing equipme

35、nt every day in 6.18.Lazy,stay-at-home and calculative,theyrereluctant to spend excessivelyfor healthier life.2022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSWELLNESSRELUCTANT電 通29Health awarenessbuildingFinancial anxiety40%22%22%16%20%Eye problemMental pressureRhinitisMemory problemBody fatigueTro

36、ubled by fatigue,they should use the health assets carefully,set up a health depositaccount,to take care of themselves when they are young.The body grows old fasterthan theheart.Only quick,simple and cost-efective solutions would ft for their need.WELLNESSRELUCTANT電 通302022-2023 DISCOVERYOF CHINAS B

37、IG HEALTH CONSUMERSWELLNESSRELUCTANTCASESAMPLE“NO PAIN IN GAMEClient Brand:VoltarenCreative Agency:DENTSU CREATIVE(isobar)電 通312022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSIMPLICATIONANDOUTLOOK電 通322022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSIMPLICATIONAND OUTLOOKThe COVID-19 pandemic and s

38、ocio-economic anxieties have led to a new escalation in health needs.Peoples happiness comes not only from their physical health and the sense of security brought by wealth,but also from the deeper pursuit of healthy mental state,good social rela-tions and the improvement of knowledge and skills.The

39、refore,when communicating with con-sumers,we also need to adjust the content and direction accordingly:The importance of healthy emotion and body equals,keeping sound in body and mind at the same time become new pursuit.Products should have emotional value and provide consumers with beauty and senso

40、ry experience“during the new con-sumption era.Consumers begin to realize that planning for family health is the key to long-term happiness.電 通332022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSIMPLICATIONAND OUTLOOKMeanwhile,we determine the communication mode according to wellness archetypes of dif

41、erent consumers:Lack of fnancial and intellectual power,young people are looking for short-cuts.As power of emotional and social increasing,all groups require efective and fun way when pursing health.As power of fnancial and intellectual in-creasing,people are willing to leverage data to manage heal

42、th conditions.電 通342022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSIMPLICATIONAND OUTLOOKThe changing scene of consumer health action has implications for the channels we can communicate:Staying-at-home and telecommuting have fueled a desire for greater social and emotional power,and people prefer

43、their health to be healed in nature.As the pandemic has spurred a greater empha-sis on health,so has intellectual power.Hospital in hand has become a daily choice.As time spent at home grew,the living room becomes a 24h gym;電 通352022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSIMPLICATIONAND OUTLOOK

44、Based on“5 Archetypes in health and wellness”,we found that,especially after the pandemic,consumers health consciousness and actions have changed dramatically.By studying these changes,we propose some applications in consumer appeals,communica-tion styles and scenarios.Our fndings are far more than

45、that.We hope to have more opportunities to join hands with all sectors of society and enterprises and institutions.Together,we will push forward the“Well-ness”of Chinese consumers!電 通362022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSPROJECTTEAMGeneral LeaderResponsible TeamKeita IshikawaChief execu

46、tive ofcer,ChinaDENTSU CREATIVETifana PunChief Strategy Ofcer,ChinaDENTSU CREATIVECompilation team:Kathy Wang;Lizzy Yang Design team:Joe Yep;Tinson WuBritney PaiChief Growth Ofcer,ChinaDENTSU CREATIVE Rachel TsaiManaging Director,New Business Growth,ChinaDENTSU CREATIVE Qian XueSenior Strategist,Glo

47、bal Business Center,dentsu INC.電 通372022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSABOUTDentsu International,as part of Dentsu Group,consists of six leading brands:Carat,dentsuX,iProspect,lsobar,dentsuMB,Merkle.Each brand is supported by its professional team and provides services at scale.Dentsu

48、International creates world-class services and solutions in the felds of Media,CXM and Creative.Its network has more than 45,000 professionals in 145 markets and regions around the world.Dentsu Creative,a global creative network under Dentsu,drives brand and business transformation with the power of

49、 modern creativity.Led by Fred Levron,the global Chief Creative Ofcer,9,000 elites work closely to-gether to create ideas,and are commited to creating culture,changing society and creating the future.Dentsu Creative was ofcially launched in June,2022 to meet customers needs for simplifcation,and wil

50、l become the only creative network of Dentsu Group by the end of 2022.ReferencesMcKinsey,A Guide to McKinseys Healthy Consumption,April 2022htps:/ Central Commitee of the Communist Party of China,an Outline for the“Healthy China 2030”Initiative,October ,Report on Nutrition Consumption Trend of Gener

51、ation Z,May 2022htps:/ State Council,Report on the Nutrition and Chronic Diseases Status of Chinese Residents 2020,Decem-ber 2020htp:/ State Council,Notice on Printing and Distributing the National Health Plan during the 14th Five-Year Plan,April 2022htp:/ Health Commission,Statistical Bulletin on H

52、ealth Development in China 2021,July 2022htps:/ Health,psychologists in USA announces top ten factors of happiness,Apr 2013htp:/ Universitys 75-year long research:one common trait of happy people,Nov 2019htps:/ on the psychological health and happiness of students,2018htp:/ by David DeSteno,Apr 2021

53、Baidu Archive,by Karl Marx,Apr 2022htps:/ Focus,Harvard Universitys 75-year research:What kind of people are the happiest?Oct 2022htp:/ Wellness Institute，The Six Dimensions of Wellness Modelhtps:/nationalwellness.org/resources/six-dimen-sions-of-wellness/#:text=The%20National%20Wellness%20Institute

54、%20promotes,sense%20of%20wellness%20and%20fulfllment.電 通382022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSTHANKYOU電 通392022-2023 DISCOVERYOF CHINAS BIG HEALTH CONSUMERSDisclaimerThe copyright of this report belongs to Dentsu(Shanghai)Investment co.,Ltd(“The Company”).No organization or person is al

55、lowed to copy,duplicate or disclose this report in any format without writen authorization from The Company.If the report is to be cited for publication,the origin must be clearly stated and the author must be The Company.The report should not be quoted,abridged or modifed in contrary to its origina

56、l intention.The report is created based on public information but cannot be guar-anteed or assured to be true,accurate or complete by The Company.Whether explicit or implied,this report cannot be used as the basis for any investment research decision,nor as the basis or evidence of any liability or

57、legal action.The Company may supplement and correct relevant information at any time without any guarantee on a timely release.The Company will not be held responsible for use of this report by any investor.The Company reserves the right to amend the disclaimer and has the ultimate power of interpretation in any dispute.Contact:DentsuCreativeC