Based on the SIPS model ChangYi proposes marketing strategies for big health brands
According to the “Gen Z Nutrition Consumption Trend Report,” consumers aged 18-35 account for 83.7% of the total health and wellness market, becoming the main force driving growth. Driven by the “Healthy China” initiative and shifting health awareness, the industry is rapidly developing amid fierce competition. Marketing focus has shifted from merely driving purchases to influencing user mindshare, emphasizing user needs and emotional communication.
Based on the SIPS model (Sympathize, Identify, Participate, Share & Spread), ChangYi proposes marketing strategies for big health brands:
Sympathize: Create multi-dimensional communication scenarios (life services, sports, leisure, social content) and reach users through online and offline channels like WeChat Moments, Douyin, and Xiaohongshu to trigger resonance.
Identify: Build professional brand image and conduct refined user segmentation (e.g., research-focused students, sensitive users) to eliminate doubts and precisely influence target users.
Participate: Use interactive formats like H5 and mini-programs to boost user engagement and guide private domain traffic, achieving closed-loop online-offline conversion.
Share & Spread: Encourage word-of-mouth sharing to form social networks, enhancing brand trust and influence.
Health brands must balance professionalism and accessibility, leveraging digital marketing tools to understand user needs and trends, upgrade products and services, and seize market opportunities.
News Link: https://www.vchangyi.com/view/157.html
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