从京东健康11.11战绩，看医疗器械行业如何赢得“下半场”

卜晚乔 2025/11/13 21:31

邦小白快读

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医疗器械行业在京东11.11中表现亮眼，反映行业向健康管理和生活品质升级的深刻变革。

1.重点增长数据：超2000个品牌成交额同比增长超100%，狂飙新品环比增120%，智能健康管理如动态血糖仪和呼吸机品类增超100%。

2.实操干货趋势：竞争焦点转向“服务化+智能化”生态，如动态血糖仪实现全天候监测，通过京东健康APP联动AI大模型提供分析干预闭环；多元场景如适老助残覆盖3万品牌和上千类目，医美术后修复受92%用户重视。

3.营销创新策略：京东健康通过主题直播超千万曝光，特价频道吸引3-6线城市用户占比超50%，下沉市场潜力显著。

4.生态赋能启示：京东健康整合供应链助力品牌升级，合作模式如鱼跃、三诺定制产品，推动全链路解决方案。

品牌营销和消费趋势显示医疗器械行业升级机会。

1.品牌营销与渠道建设：京东健康联合品牌推出定制产品，如鱼跃、三诺的CGM动态血糖仪，通过直播创新栏目（如比价直播）曝光超千万人次，强化用户触达；合作方式深化如与欧姆龙合作整合智能硬件生态。

2.产品研发与消费趋势：行业转向专业化和智能化产品研发，如动态血糖仪结合AI大模型实现多因素分析；消费趋势方面，智能健康管理需求激增（慢病管理服务化），适老助残品类搜索量上涨，医美术后修复受85%用户高度评价。

3.用户行为观察：92%用户认可术后修复巩固疗效，下沉市场参与度高（3-6线城市用户占比超50%），表明银发经济和生活品质提升驱动新需求；代表企业如微泰董事长郑攀强调情绪和运动因素集成管理的重要性。

市场增长和创新合作模式提供众多学习和机会。

1.增长市场与消费需求变化：适老助残品类（如助行器、助听器）搜索量显著上升，医美术后修复市场潜力大（85%用户重视）；需求变化体现在器械从单一工具转向全场景解决方案，消费偏好智能和专业化供给。

2.最新商业模式与合作方式：“硬件-软件-服务-生态”体系如京东健康的AI驱动慢病管理闭环；合作方式包括与平台（京东健康）联合定制产品，品牌通过生态整合获得扶持政策（如京东投入千万资源构建医美术后“28天修复计划”）。

3.机会提示与可学习点：下沉市场销售占比超50%，潜力巨大；营销创新如直播场景重构（单场曝光超百万）可复制；风险提示需关注专业化供给标准（如械字号偏好），确保产品合规。

产品升级与数字化电商融合带来生产启示和机会。

1.产品生产和设计需求：智能硬件设计需集成AI大模型，如动态血糖仪支持全天候监测与蓝牙直连APP，实现数据分析闭环；专业供给如械字号产品在医美术后修复中受85%用户首选，设计要求严苛。

2.商业机会：适老助残场景（助行器、助听器等）需求强劲，京东覆盖3万品牌；医用美护市场扩展（如医美术后修复），提供新品类研发方向；代表企业如微泰展示产品从硬件向服务转型的潜力。

3.推进数字化和电商启示：通过平台（京东健康）整合生态（如超级供应链），数字化工具如AI大模型处理数据，启示工厂应拥抱电商合作，优化产品与服务体系融合。

行业技术变革和解决方案应对客户痛点。

1.行业发展趋势：医疗器械从硬件向“服务化+智能化”生态升级，覆盖慢病管理（如血糖监控）和生活品质（如适老助残、医美）场景，边界持续拓宽。

2.新技术应用：AI大模型（如京东“京医千询”）实现多模态数据分析，整合非结构化信息（如饮食、天气），引领从数字化向智能化革命；代表企业如微泰医疗强调技术解决复杂需求。

3.客户痛点与解决方案：用户痛点如血糖异常需实时预警（系统识别并联动医生）；解决方案提供全生命周期管理，如动态血糖仪闭环服务和医美术后“28天修复计划”，通过平台（京东健康）构建一站式生态。

平台服务优化满足商业需求和运营创新。

1.商业对平台需求和问题：医疗器械品牌需平台整合多维资源（产品、数据、运营），如品牌无法独立构建生态服务能力；京东健康通过合作解决资源短缺问题。

2.平台的最新做法：深化与品牌合作（如鱼跃、欧姆龙），推出服务如医美“医-品-护”一站式生态；运营管理方面，营销创新如直播（曝光超千万人次）和特价频道（下沉市场占比超50%）提升销售；招商超2000品牌增长超100%，显示吸引力。

3.风向规避策略：拓展适老助残等专业供给（覆盖3万品牌），避免忽略潜力区域（下沉市场）；京东投入社区服务（健康养老大篷车）强化本地化运营，确保可持续增长。

产业动向和商业模式揭示深层研究启示。

1.产业新动向与新问题：行业从治疗工具扩展为生活品质解决方案，边界拓宽（如适老助残和医用美护）；新问题涉及智能化转型挑战（非结构化数据处理）和专业化供给标准（械字号产品受92%用户优先）。

2.政策法规启示：医疗白皮书数据（85%用户重视术后修复）间接指引质量控制需求，可能影响政策完善；研究者可探索AI整合法规（如实时预警安全要求）。

3.商业模式分析：“硬件-软件-服务-生态”体系（如京东健康合作模式）成增长引擎，构建多方共赢；代表企业如微泰董事长郑攀观点，强调综合因素管理带来的行业革命性转变。

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Quick Summary

The medical device sector showed strong performance during JD.com's 11.11 festival, reflecting a broader shift toward health management and quality-of-life upgrades.

1. Key growth metrics: Over 2,000 brands saw transaction volume grow by more than 100% year-on-year, while new product launches surged by 120% month-on-month. Smart health management categories, such as continuous glucose monitors and respiratory devices, grew over 100%.

2. Practical trends: Competition is shifting toward 'service + intelligence' ecosystems. For example, continuous glucose monitors enable 24/7 monitoring and integrate with JD Health’s AI models via its app to offer analysis and intervention. Diverse scenarios—like elderly and disability care, covering 30,000 brands and thousands of categories—are expanding, with 92% of users valuing post-cosmetic surgery recovery products.

3. Marketing innovations: JD Health’s themed livestreams reached over 10 million viewers, and discount channels attracted over 50% of users from lower-tier cities, highlighting the potential of these markets.

4. Ecosystem insights: JD Health’s supply chain integration helps brands upgrade, with co-developed products from partners like Yuwell and Sinocare driving full-chain solutions.

Marketing and consumer trends point to upgrade opportunities in the medical device industry.

1. Brand marketing and channel development: JD Health collaborated with brands like Yuwell and Sinocare to launch customized products, such as CGM systems. Livestream innovations, including price-comparison broadcasts, reached over 10 million viewers, enhancing user engagement. Partnerships with companies like Omron are integrating smart hardware ecosystems.

2. Product R&D and consumer trends: The industry is shifting toward specialized, intelligent products—e.g., CGMs using AI for multi-factor analysis. Demand is surging for smart health management (e.g., chronic disease services), elderly/disability care, and post-cosmetic recovery, which 85% of users rate highly.

3. User behavior: 92% of users recognize the value of post-surgery recovery for efficacy, and over 50% of participants come from lower-tier cities, indicating demand driven by aging populations and quality-of-life priorities. Industry leaders, like MicroTech’s Zheng Pan, emphasize integrated management of emotional and activity factors.

Market growth and innovative cooperation models offer numerous opportunities.

1. Growth markets and demand shifts: Searches for elderly/disability aids (e.g., walkers, hearing aids) and post-cosmetic recovery products are rising significantly. Demand is evolving from single-use devices to full-scenario solutions, with a preference for smart, specialized offerings.

2. Business models and partnerships: JD Health’s 'hardware-software-service-ecosystem' approach, such as AI-driven chronic disease management, sets a benchmark. Sellers can partner with platforms on co-branded products and tap into support programs, like JD’s '28-day recovery plan' for post-cosmetic care.

3. Opportunities and risks: Lower-tier cities represent over 50% of sales, offering vast potential. Marketing innovations like high-exposure livestreams are replicable. Sellers should prioritize compliance, such as adhering to medical device certification standards.

Product upgrades and e-commerce integration present new production opportunities.

1. Design and production needs: Smart hardware must integrate AI capabilities—e.g., CGMs with 24/7 monitoring and Bluetooth connectivity for data analysis. Medically certified products are preferred by 85% of users for post-cosmetic recovery, requiring strict design standards.

2. Commercial opportunities: Strong demand exists in elderly/disability care (e.g., walkers, hearing aids), with JD hosting 30,000 brands. The medical aesthetics market offers new R&D directions, as seen in MicroTech’s shift from hardware to services.

3. Digital and e-commerce insights: Partnering with platforms like JD Health enables ecosystem integration (e.g., super supply chains) and AI data tools. Factories should embrace e-commerce to optimize product-service synergy.

Technological shifts and integrated solutions address key customer pain points.

1. Industry trends: Medical devices are evolving from hardware to 'service + intelligence' ecosystems, spanning chronic disease management (e.g., glucose monitoring) and lifestyle segments like elderly care and aesthetics.

2. Technology applications: AI models, such as JD’s 'Jing Yi Qian Xun,' enable multimodal data analysis (e.g., diet, weather) and drive digital-to-intelligent transformation. Companies like MicroTech highlight tech-driven solutions for complex needs.

3. Pain points and solutions: Real-time alerts for abnormal metrics (e.g., glucose levels) require system-doctor coordination. Full-lifecycle management—e.g., CGM closed-loop services and JD’s 28-day recovery plan—delivers one-stop solutions via platform ecosystems.

Platform innovations meet commercial needs and drive operational efficiency.

1. Brand demands: Medical device brands rely on platforms for integrated resources (product, data, operations), as few can build ecosystem capabilities independently. JD Health addresses this through partnerships.

2. Platform strategies: JD deepens collaborations with brands like Yuwell and Omron, offering end-to-end services (e.g., 'medical-product-care' for aesthetics). Livestreams (10M+ views) and discount channels (>50% lower-tier user share) boost sales, with 2,000+ brands growing over 100%.

3. Growth tactics: Expanding specialized supply (e.g., elderly/disability care) avoids overlooking high-potential segments. JD’s community initiatives, like health outreach vehicles, strengthen localized operations for sustainable growth.

Industry dynamics and business models reveal deeper research implications.

1. New trends and challenges: The sector is expanding from treatment tools to quality-of-life solutions (e.g., elderly/disability care, aesthetics). Challenges include intelligent transformation (e.g., unstructured data) and specialized supply standards, with 92% of users preferring certified products.

2. Regulatory insights: Data from medical whitepapers (e.g., 85% user focus on post-surgery recovery) indirectly guide quality control, potentially influencing policy. Researchers could explore AI integration with safety regulations.

3. Business model analysis: The 'hardware-software-service-ecosystem' framework (e.g., JD Health’s partnerships) drives growth through multi-stakeholder value. Leaders like MicroTech’s Zheng Pan emphasize holistic factor management as revolutionary.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

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【亿邦原创】从硬件监测到品质生活，医疗器械行业正在经历一场价值重构。

今年京东11.11的战报显示：超2000个医疗器械品牌成交额同比增长超100%，众多医疗器械“狂飙新品”成交额环比大促前增长120%。智能健康管理成为消费新热潮，动态血糖仪、呼吸机等细分品类成交额同比增长超100%，科技助残专区产品供给覆盖3万个品牌与上千细分类目。

这些数据印证了行业的深刻变革：医疗器械正从单一的治疗工具，升级为覆盖健康管理、功能辅助与生活品质提升的综合解决方案。

在此过程中，竞争维度沿着两个方向展开：在慢病管理等专业领域，竞争焦点从硬件性能转向“服务化+智能化”的生态能力；同时，行业边界持续拓宽，在适老助残、医用美护等生活场景中，基于专业化供给的“品质化解决方案”正成为新的增长引擎。

核心品类率先突破，“产品+服务+AI”成增长新引擎

今年京东11.11，以CGM动态血糖仪为代表的健康监测设备火爆出圈，“全链路的健康管理服务”成为破局关键。

今年以来，鱼跃、三诺、微泰等医疗器械品牌与京东健康联合推出定制款CGM动态血糖仪产品，不仅能支持全天候动态血糖监测，还通过蓝牙直连京东健康APP，依托“京医千询”医疗大模型，实现了“监测-分析-干预-跟踪”的管理闭环。系统一旦识别用户血糖异常，可实时预警并联动京东互联网医院的医生与营养师，提供个性化建议与专业干预。

与此同时，欧姆龙、雅培等全球医疗器械领军企业，也在进博会期间与京东健康深化合作，将他们的血糖、血压等更多智能硬件产品融入到京东健康“硬件-软件-服务-生态”体系，为用户提供长期、连贯的慢病管理服务。

正如微泰医疗董事长郑攀指出，有效的血糖管理不仅看血糖数据，更要综合考虑饮食、运动、睡眠、用药、情绪，甚至天气等多种因素，而AI大模型具备强大的多模态信息处理和融合能力，可以将这些非结构化和结构化数据统一分析，必将引领医疗器械行业从数字化向智能化的革命性转变。

通过与京东健康的合作，医疗器械品牌的价值成功地从“提供硬件设备”升级为“交付全生命周期的健康管理方案”。

多元场景加速拓展，专业化供给构建新增长

在核心品类突破的同时，多元化的健康场景正在加速拓展，为行业开辟新的增长空间。

适老助残市场展现出强劲需求。京东健康数据显示，2025年以来，助行器、助听器、护理床、轮椅四大适老助残品类搜索量大幅上涨。京东11.11期间，京东健康通过六个创意直播场景重构适老化产品展示方式，单场直播曝光人数超百万，并组织健康养老大篷车深入社区提供线下服务。目前，京东健康的适老供给已覆盖3万个品牌、上千个细分类目，供助听、助行、助卧、助浴以及助残等专业化产品供给，满足银发人群全场景健康需求。

除了解决基础生活需求的适老产品，在追求生活品质的消费领域，专业化、医用化的产品升级同样显著。医美术后修复赛道便是典型代表。

《2025轻医美术后修复白皮书》指出，92%的用户认为项目术后修护可以巩固疗效，85%的用户非常重视医美术后修护。在众多医美修复产品中，具备医疗器械注册证的“械字号”产品成为医生与用户的首选。

而随着京东医美国贸店的正式开业，京东健康也宣布推出“28天修复计划”，并投入千万量级资源构建“医-品-护”一站式医美服务生态，推动医美术后修复进入全周期解决方案时代。

此外，营销方式的创新也在持续深化用户触达。这个京东11.11，京东健康医疗器械采销直播间通过比价直播、阳光情趣、超级护理家等主题直播创新栏目，累计曝光超千万人次。数据显示，超百万用户领取械字号试用好物，超千万用户通过特价频道购买械字号商品，其中3-6线城市用户占比超50%，显示下沉市场潜力巨大。

在医疗器械品牌构建生态化服务能力的过程中，往往需要整合平台、产品、数据以及运营等多维度资源，单靠自身难以完成。而京东健康依托“超级医药供应链”，深度融合产品、服务以及AI大模型，正在成为赋能医疗器械行业转型升级的强大引擎。

因此，其带来的效应，将不仅是品类销售的持续增长，更是构建起多方共赢的产业生态，成为品牌把握行业变革先机、实现稳定性增长的关键路径。

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文章来源：亿邦动力