This health supplement is booming on Chinese e-commerce platforms, with young people willing to invest in their well-being, especially amidst late nights and overtime work.
Recently, Coenzyme Q10 secured a spot in the "2023 Taobao Top Ten Products," with its search popularity on Taobao reaching 9.23 million and selling out in multiple live streams, with a 270.51% MoM growth in discussions from December 2022 to November 2023. What business strategy is fueling the surge in Coenzyme Q10's popularity?
Key Points:
1.Chinese youth, mainly aged 21-35, are increasingly valuing health. Coenzyme Q10 discussions center on topics like preventing sudden death, prompting brands like GNC to introduce high-content products for staying up late and working overtime.
2.In the Coenzyme Q10 market, brands such as Doctor’s Best, Puritan's Pride, and GNC are receiving considerable attention. Among them, Doctor's Best has recently gained high visibility on social media platforms, achieving sales revenue of 74.28 million CNY.
Coenzyme Q10, dubbed the "heart engine," garners attention in discussions related to preventing sudden death and maintaining health. Notably, the topic of "enhancing immunity" experienced an extraordinary 8480% year-on-year growth in volume, as per Moojing Social Listening data from December 2022 to November 2023 on major Chinese media platforms. Weibo boasts high engagement, with around 100,000 posts, while Douyin records substantial interaction, with an engagement of 7.508 million. Interestingly, the Coenzyme Q10 discussion community is primarily composed of individuals aged 21-35, signaling a growing health awareness among young people.
According to Moojing's social listening data, Coenzyme Q10 is predominantly consumed in scenarios like staying up late (5% of usage discussions) and working overtime (4% of discussions). Responding to these needs, GNC launched high-content Coenzyme Q10. Sales of these products on Chinese mainstream e-commerce platforms from December 2022 to November 2023 reached around 630 million CNY, indicating a notable 116.2% year-on-year growth. This exemplifies effectively using social platforms to understand consumer demands, enhance products, and secure consumer preference.
In the Coenzyme Q10 market in China, brands such as Doctor's Best, Fancl, Puritan's Pride, and GNC garner significant attention. Recently, Doctor's Best has gained considerable popularity on Chinese social media platforms, with discussions related to the brand under the Coenzyme Q10 topic reaching around 4.7k, marking an impressive MoM growth of 842.7%. Doctor's Best, as one of the trending brands, has successfully secured a spot in the top 10 in the market, achieving sales revenue of 74.28 million CNY. This highlights the positive correlation between social media engagement and sales volume.
As modern lifestyles quicken, the health supplement industry sees a shift towards a younger consumer base and refined market segments. Brands like GNC are gaining attention, especially in niche products like Coenzyme Q10, showcasing substantial market potential. To thrive, brands must understand consumer needs for creating products that align with market trends.
