We can learn from good cases that in the healthcare product industry, there are specialized product lines for families, young people, women, and the elderly. Those groups show specific features and have special needs. Crowd marketing, that is, to understand characteristics and needs of certain groups to carry out targeted marketing, is used by telling stories, arousing sympathy, inviting stars and Internet influencers to endorse goods and cooperating with different brands to build reputation. Sometimes, to show the health attributes, some brands employ sports marketing or invite medical experts and nutritionists to popularize science to raise health awareness of the public.

Swisse invites stars to endorse its goods to enhance its youthfulness; uses, tennis, a trendy sport, for circle marketing to strengthen its influence in sports circle and show its health attribute; invites Dilireba Dilmurat to endorse its regular food; cooperates with Wilson, a tennis equipment brand, and Zheng Qinwen, a tennis player, to launch the ACE tennis finals. You can have K12 Calcium on site to help strengthen your bones. 

BYHEALTH conducts targeted marketing for different age groups. It sponsors family entertainment shows to drive consumption of health products for families, advocates the middle-aged to care for their own health, and turns to ties of kinship for marketing among the elder. It exclusively sponsored the music show “Sheng Bu Xi” suitable for families to watch together; introduced “The Three-body Problem” gift box for protein powder on JD Super Brand Day; and spread the idea of “science for nutrition and courage for life” revolving around the topic “being your own health manager.” In addition, in collaboration with China Women’s News, BYHEALTH specially planned a short film called “My Old Baby,” which, through role exchange between a mother and her daughter, advocates the young to scientifically guard mother’s wonderful times with nutrition.

Life-space focuses on white-collar women and leads the new trend of probiotics by seeking for star endorsement and expert support, and inviting Internet influencers to spread its concepts. It invited Li Xian as its global spokesperson for its regular food, shot TVC, and released exclusive cultural and creative products. Yang Tianzhen, on the other hand, encouraged women workaholic to live a balanced and healthy life. On May 29, the World Digestive Health Day, Life-space and 50 nutritionists recommended the use of multiple strains of probiotics to maintain digestive health.

Taohuaji ejiao cake turns to celebrity marketing and China chic to attract the young. Ren Jialun, a popular star among the youth, was invited to endorse Taohuaji due to his artsy style. In collaboration with Dong-E-E-Jiao, Naixue Tea introduced ejiao milk tea packaged with the Tang style, fueling a DIY fashion.   

Yili marketed its milk powder brand Yili Xinhuo for the middle-aged and senior revolving around sugar control on Mother’s Day/Father’s Day. #Make breakfast for your mom# #Know more about your dad’s morning life# Family marketing on Mother’s Day/Father’s Day through the scenario “drinking milk at breakfast”. Together with Life Week, Yili called on the youth to pay more attention to parents’ breakfast. Additionally, as for sugar control, during the national nutrition week, dozens of top nutrition experts and scholars attended Yili Xinhuo’s clinical results release conference to discuss top-notch sugar control technologies.