文 | 略大参考 小遥

编辑 | 原野

01 风口

ba“kexuejianfei”guanjiancifangzaiapp storejieshaoyuzhongdebohejiankang，yixiangdangjijidezitai，yongbaolesimeigelutai。

11yue17ri，jianzhongbansimeigelutai，jinuoheyingzhengshizaizhongguoshangshi。zaicizhiqian，tangniaobingchufangyaosimeigelutai，jinuohetai，jiubeihenduonianqingrenyonglaijianzhong，bingyinfazhengyi。ercicizhengshishangshidenuoheying，zhuyaomianxiangdejiushichaozhongrenqun，anquanxingyegenggao。

dangtian，bohejiankangbashanghaiyedianwangxianyanweizhiliujileta：jinrishoufa！jianzhongbansimeigelutaikaida。bangeyueqian，tajiukaiqilesimeigelutaimianfeiyuyuedetongdao。

shishishang，yurelaidegengzao。

jinnian3yueqi，bohejiankangkaishipinfanfabujianfeiyaodexiangguanneirong，haicengzaishipinhaoshangfabuguoyitiaobiaotiwei“haocheng‘jianfeishenyao’desimei，haishixinyidai‘songziguanyin’？”deshipin，buguogaishipinzuizhongyinweiguiwufachakan。

weiguideyuanyin，kenengyuxuanyangsimeigelutaiyouguan。shoumasikeyongzhushesimeigelutaijianzhongdefenxiangyingxiang，henduonianqingrenyekaishigenfeng，dandangshitamennengmaidaode，zhishitangniaobingchufangyaosimeigelutai，jinuohetai。zheidailaileyidingdefumianyingxiang：zhushenuohetaibenshenyouyidingfuzuoyong，qierongyifandan。feitangniaobinghuanzhededaguimoshiyong，yehuiyingxiangdaozhenzhengbinghuannenggouhuodedeyaowushuliang。

duisimeigelutaidejijiyongbao，zhishibohejiankangzai2024nianxunqiuzhuanxingdedongzuozhiyi。

tazaijinniannianchutichule“rangjianfei，gengjiandan”dexinpinpaizhuzhang，7yueyoushangxianlehulianwangyiyuan“bohejishan”，keyiwenzhenkaifang，tigongglp-1（yigaotangsuyangtai-1，yizhongchangdaochanshengdenenggoucujinyidaosufenmi、yinfazhongshuxingshiyuyizhicongerjiangdixuetangdejisu）leiyaowuxiangguandezhuanyechanpinhefuwu。

zhengtilaikan，bohejiankangzhengzaitongguozengjiayixuejianzhongdengfuwu，shituhuoqugenggaodeshouru，fugaigengguangderenqun，birunanxingyubmizai27yishangdequnti。ciqianbohejiankangappdenvxingyonghuzhanbiyidugaoda85%。guanfangshujuxianshi，bmizai24yixiadeyonghuzhanjulenianhuoyueyonghudeyibanyishang。

zhanzaishangyejiaodu，zheiyangdekuozhanwukezhizhai。jiuxiangxiaohongshufazhandaoyidingjieduanhou，huinulizhengqunanxingyonghuyiyang，zheishiweilehuoqugengdadeshichang。danbohejiankangdewentizaiyu：

tuijianyaowujianzhong，shenzhizhijieshoumaijianzhongyaowu，zaiyidingchengdushangshiweibeibohejiankangzuichudingweide。

tacongyikaishijiuqiangdiaokexuejianzhong、jiankangjianzhong，tigongdegengduoshiyinshiheyundongfangmiandefangan。ranerxianzai，tazaiappneizengjialelinchuangzhiliaodexiangmu，gongzhonghaodesloganyebuzhizaiheshihuanchengle“yixuejianzhong，jiuyongbohejiankang”。

02 转型

chuangliyu2007niandebohejiankang，jinnianyijing17suile。

dangqian，tayongyou1.6yiyonghu，qizhongnianhuoyueyonghuzai3000wanyishang。taobao、douyindianpudefensishuliangjunchaoguobaiwan，ziyoupinpaisku200gezuoyou，qizhongdanjiashangqianyuande“quancanxilie”quanwangxiaoliangjiejin3000wan。

zheibingburongyi。huitoulaikan，tajingliguojichangguanjiandezhuanxing：

diyichangzhuanxingshigaibianzijichungongjudeshuxing。

减重工具是薄荷健康的最初定位。网传薄荷内部曾经有句口号：我们这里不卖东西，是要告诉大家健康生活方式。

danzuoweichungongjuleichanpin，bohejiankangweinengbaituotadetongbing：yonghutingliushizhangbugou，yongwanjizou；shangyebianxiankongjianshouxian。dao2013nianshi，bohejiankangyonghushuyijingtupo2000wan，yingshouchaoguo1000wan，danrengranmeiyoushixianyingli。

gaibianzai2013nianfasheng。

bohejiankangkaishishezudianshang，zuikaishishixiaoshoujinkouyoujishipin，danchengjishizhongpingping。henkuai，tazhuanweizuoziyingchanpin，bingzai2014nianjiangjianzhongzhidaofuwuyoushoufeidiaozhengweimianfei，zheiyiweizhe，bohejiankangdeliangdayewufengongmingque——jianzhongzhidaofuwufuzepingjiemianfeixiyinyonghu，erzhuanqiandexiwangzequanbujituozaidianshangyewushenshang。

2015nian，bohejiankangyinglailezijidediyikuanbaopin：“chaomo25”xiliedaican，fabushouyuexiaoliangdadao5wanhe。

genjudingxiangyishengshujuyanjiuyuanbaogao，dangshiwoguodedaicanxingyerengchuyuqibujieduan，jingzhengjiliechengdubugao。yinci，jiaozaodebujurangbohejiankangchidaoleqingshidaicanfengkoudailaidehongli，shoucishixianleyingli。

zheichengweibohejiankangjiasufalidianshangdeqiji，tazhujianjianliqiliudachanpinxian：tizhicheng、jianfeishipin、yundongzhuangbei、gerenhuli、lingshijimeibaihufu。

buguo，dianshangyewushangdejinzhan，sihubingmeiyourangbohejiankangzaizibenshichanggengshouhuanying：zai2011nianhuoderongzizhihou，tacengzaidianshangyewuqibude2014nianwanchengguoyilunqianwanjimeijinrongzi，danzaizheizhihoude6nianli，douweihuoderongzi。

dierchangzhuanxing，shiyu2019nian。

2018年起，在国家政策扶持与消费升级影响下，我国的“大健康”产业进入黄金期，阿里、百度、腾讯等互联网巨头，以及万达、万科、恒大dengdichanjutoufenfenruchang，zibenshichangshifenhuore：jin2018nianshangbannian，guoneiyiliaojiankangxingyefasheng295qirongzishijian，tongbizengjia7%，rongzijinedadao350yirenminbi，tongbizengzhang135%。

genjuguojiatongjijushuju，2018nianguoneidajiankangchanyezongzhiyue6.9wanyiyuan，dao2020nian，dajiankangchanyeyouwangtupo8wanyidechanyeguimomubiao。

wanyizengzhangqianlidejiankangxiaofeishichang，xianranrangbohejiankangxindongle。

2019nianjieshou36kecaifangshi，bohejiankangchuangshirenmahaihuabiaoshi，all in“jiankangxiaofei”lingyu，xiwangbayonghucongjianshen、jianzhirenquntuozhandaomuying（beiyunhechanhou）、nanxing、ertong。suihou，guanwangshangduipinpaidemiaoshubianchengle：weigengduonianqingjiatingtigonggaojiepeifangdeshipinhezhuanyedegexinghuayingyangguanlifuwu。——“jianzhong”deziyanbuzaichuxian。

tu：bohejiankangdechanpinjuzhen，tuyuanchanmofangyanbao

yuzhiduiyingdeshi，bohejiankangdeyewuzhongxinyejinxinglediaozheng：jianshenkeneirongbeixiajia，yundongyingyangshipinbeiguirujiankangshipinlingyu。

zheiyinian，bohejiankangdezhuceyonghuchaoguo8000wan。zheigeshuzizai2022nianshangshengdao1.2yi。zuoweiduibi，tazai2013niandao2015niandexinzengyonghushi1900wan。xianran，2019nianhoudebohejiankangshixianlejiasu。

yingshoufangmian，cong2019niandao2022nianjian，bohejiankangmeinianzengsudoudadao100%。2020niandao2021nian，bohejiankangwanchenglelaizibaokuofuxingjituan、shenchuangtouzaineidesanlunrongzi，qizhongzuihouyilunjineweiyiyiyuanrenminbi。

disanchangzhuanxing，shiyujinnian。

bohejiankangzaicibazhongxinfangzaijianzhong。zhishi，zaiyinshiyuyundongdechangguifangfazhiwai，yiliaofuzhujianzhongchengweixinhuan。chulemanzuxuyaoyiliaoshouduandechaozhongrenqunxuqiuzhiwai，zheixianranyeyingheledangxianianqingrenbuxiangchikuyouxiangjianzhongdexinli。simeigelutaideliuxing，gengxiangshifengkoudexinhaodeng。

03 被重新审视的焦虑

yijiaqiyedezhuanxing，dagaishichuyujizhongxuqiu：fazhanzugouhao，xuyaojinrudaogengguangkuodejingzhengshichang；fazhanyuzu，xuyaotongguodadaokuofudegaigejiejuewenti；weiyuchoumou，zaixingyedabiandongqiantiqianbujuzhanwei。

nihennanzhijiebabohejiankangguiweinayilei。

jiezhi2024nian11yue，bohejiankangdezhuceyonghudadao1.6yi。zaiyinshiguanlidexifenlingyu，zheiyangdeshujushuyutoubu，danruguofangdaozhenggejianzhongxingye，jiubuzuchengdaole——keepdezhuceyonghushuzai2021nianbiandadaole3yi，jinnianshangbanniandepingjunyuehuowei2966wan。

tongshi，bohejiankangdeshangyicirongzihaifashengzai3nianzhiqian。

cengjingrangtazhaodaodianshangxinxindedaicanshichang，yijingrentouzandong。keep、ffit8、wangbaobaodengxinxuanshou，daoquechao、kangshifu、mengniu、wangwangdenglaopinpai，douyishangchang，bingdailaichanpingaodutongzhihuadewenti。ciwai，xiaofeizheduidaicandezhuizhuyezaijiangwen。daicanshichangguimodezengsuyou2019~2021niande100%zuoyou，zai2022nianxunsuxiajiangzhi43%，genjuaimeizixunshuju，wunianhouzheigeshuzikenengjianshaozhi13.8%。

duidaicanqumeidetongshi，henduoyutizhongjiaojingduonianderenyezaizhongxinshenshizheijianshiqing。

zhihu、douban、xiaohongshu、douyindengshejiaopingtai，henduorenjiangshulezijicengyinbohejiankangdeshuzierxianrujiaolvdejingli，yourenshenzhihuiyong“zuojiazhang”laiqipianziji。yeyoubushaowangyoucheng，zijizaishiyongbohejiankangdeguochengzhong，chuxianlebaoshidengyinshishidiaodeqingkuang。

yibufenrenyishidao，jianzhongbingfeibixuyaozuoderenshengzhishi。yutizhongdachenghejiezhihou，tamengaobielemeidunfandoujisuanreliang、meitiandouyongtizhongchengjingzhunjisuandejiaolv，zhuangtaihaolehenduo，lianchuzoude“yima”yehuiguile。

haiyouyibufenrenyanjuanlerifuyiridenuli，zhuanerxunqiugengyouxiaolvdejianzhongfangshi。birushiyongsimeigelutai。

zheikuanchanpinxianrankeyipipeibohejiankangzaijinnianquedingdexinpinpaizhuzhang：rangjianfei，gengjiandan。congshengyidejiaodulaikan，tayejubeizugoudeyingliquedingxing。

zi2017nian12yuebeipizhunshangshi，simeigelutaixiliechanpinxiaoshouecong2018niande3yimeiyuan，xunsuzengzhangzhi2023niande212.01yimeiyuan，tongbizengsujunzai70%yishang；zaizhizaoshangnuohenuodezongyingshouzhongdezhanbiyeyou1.7%shangshengzhi62.78%。

2021nian4yuezaizhongguoshichangshangshiyilai，simeigelutai（nuohetai）deshourufenbiewei3.12yiyuan、22yiyuan、49.40yiyuan。jinguanshoudaohuilvbiandongyidingyingxiang，danzengzhangtaishishifenmingxian。kaolvdaonuoheyingdedanjiagenggao，shouzhonggengguang，qishouruqingkuangyinggaigengjiakeguan。

yeyinci，baokuomeituan、eleme、jingdongjiankang、alijiankangzaineidedianshangyiyaopingtai，bujinzaozaokaiqinuoheyingdeyushou，haizaiyouhuicuoshifangmiankaijuan。aikang、yufang、jiankangwangdengminyingyiliaojigou，chulezhengchangxiaoshoujigukezhiwai，haitongguoyudianshangpingtaihezuo，nulikuodakeyuan。

xianran，bohejiankangzhengzaichengweiqizhongdezhulixuanshouzhiyi。

kanqilai，gengjiandan、genggaoxiao、gengduoyuandejianzhongfangan，queshinengrangtaxiyinbingliuzhugengduoyonghu。yixuejianzhongyewudailaidelirun，yehuirangtadecaiwushujugengjiapiaoliang。zaishengcunyufazhandewentimianqian，chuxinsihuchengweimeineimezhongyaodexuanxiang。

danshijianzuizhonghuijichudaan。