With the improvement of consumer health management concepts and the increase in residents' income levels, health consumption is becoming a major highlight of China's consumer market growth, including ubiquitous fitness venues, fitness equipment, popular "check-in" sports software, popular massage therapy and yoga courses, and a wide variety of low sugar and low calorie healthy foods. In recent years, China has formulated and implemented a series of policies to promote healthy consumption and the development of the health industry, significantly improving residents' health literacy and driving the rapid development of the health consumption market. Recently, the General Office of the Communist Party of China Central Committee and the General Office of the State Council issued the "Special Action Plan to Boost Consumption", which mentioned "launching a special action for healthy consumption", bringing new policy benefits to the healthy consumption market. Driven by policies, the potential of the health consumption market is continuously being released, and consumers' demand for health services is becoming increasingly strong. According to data from the National Bureau of Statistics, the per capita healthcare consumption expenditure of Chinese residents in 2024 is 2547 yuan, accounting for 9.0% of the per capita consumption expenditure. One characteristic of China's health consumption field is the continuous expansion of consumer groups. In addition to the traditional elderly population, the main force of health consumption, more and more young people are adopting an "active management" model, becoming a new force in health and wellness consumption. Moreover, unlike the traditional health concepts of the older generation, young people are no longer satisfied with simply soaking goji berries in a thermos, but pay more attention to scientific health management and personalized consumption experience. For example, in terms of health management, more young people tend to receive regular physical examination services and are willing to actively purchase health insurance. In terms of diet, young consumers are increasingly valuing the nutritional value and production process of food, and they should check the ingredient list before choosing snacks. The digital trend also provides assistance for healthy consumption. Nowadays, the popularity of intelligent health monitoring devices makes personal health management more convenient and efficient. According to relevant data, in 2024, the shipment volume of wrist worn devices in China reached 61.16 million units, a year-on-year increase of 19.3%, making it the world's largest wrist worn device market. In addition, smart health monitoring devices, portable electrocardiographs, and ventilators have become hot consumer trends in the market. To fully unleash the potential of new types of health consumption, we may focus on cultivating and strengthening new service formats such as health checkups, consultations, and management. Encourage various enterprises to develop health service products that meet diverse and personalized needs. In addition, by promoting digital transformation in the field of health services, more new growth points for health consumption can be cultivated. Healthy consumption provides a broad space for improving the quality and upgrading of consumption, but new business models also face some old problems that hinder the development of "health". For example, phenomena such as false advertising, excessive marketing, and induced consumption still exist, and public health literacy needs to be improved. Creating a healthy market environment cannot be separated from the regulation and guidance of relevant departments on the industry. We need to deepen the promotion of national health literacy and continuously improve public health literacy. Merchants should also adhere to the business philosophy of honesty and trustworthiness, providing consumers with healthier products and services. (New Society)