---
title: "8 Areas Poised for Rebound Growth in H2 2023"
description: "2023 marks the year when the impact of the pandemic recedes and economic order gradually returns. In H1, China's macro economy showed clear recovery growth, characterized by a 'bottoming out and rebounding' trend. Looking ahead to H2, the Chinese economy is expected to continuously improve market expectations and move towards 'expansionary growth'. Through the consumer barometer of Focus Media's elevator screens, many industries have shown huge rebound potential. Among them, 8 areas are most likely to achieve contrarian breakthroughs and rebound growth in H2. The health and nourishment sector continues to rise, and pharmaceuticals and medical devices face enormous opportunities."
author: "New Distribution"
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published: "2023-07-05"
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# 8 Areas Poised for Rebound Growth in H2 2023

> 2023 marks the year when the impact of the pandemic recedes and economic order gradually returns. In H1, China's macro economy showed clear recovery growth, characterized by a 'bottoming out and rebounding' trend. Looking ahead to H2, the Chinese economy is expected to continuously improve market expectations and move towards 'expansionary growth'. Through the consumer barometer of Focus Media's elevator screens, many industries have shown huge rebound potential. Among them, 8 areas are most likely to achieve contrarian breakthroughs and rebound growth in H2. The health and nourishment sector continues to rise, and pharmaceuticals and medical devices face enormous opportunities.

2023 is the year when the impact of the pandemic recedes and economic order gradually returns. In the first half of the year, China's macro economy showed clear recovery growth, characterized by a 'bottoming out and rebounding' trend. Looking ahead to the second half, the Chinese economy is expected to continuously improve market expectations and move towards 'expansionary growth'. Through the consumer barometer of Focus Media's elevator screens, we can also see that many industries have shown huge rebound potential. Among them, 8 areas are most likely to achieve contrarian breakthroughs and rebound growth in the second half.

**Health and Nourishment Sector Continues to Rise**
**Pharmaceuticals and Medical Devices Face Huge Opportunities**

Health, as the main theme of mass consumption in recent years, has driven rapid growth in many tracks, and many categories have embraced new development opportunities under the health trend. This year, Chinese-style nourishment with the core concept of 'medicine and food homology' has shown a comprehensive revival trend. Enzymes, bird's nest, white fungus, and goji berry puree are increasingly favored by consumers, and have crossed age groups, showing a major trend of 'wellness for the young'. Under this trend, traditional time-honored brands are accelerating upgrades, new brands are competing to enter, and market competition is intensifying. On Focus Media's elevator screens, Chinese-style nourishment brands such as Jinyan'er, Taohuaji, Dong'e Ejiao, and Xiduoduo have increased their promotional efforts, using high-frequency communication to seize consumer mind share. In addition, the pharmaceutical track has also seen huge development opportunities. The 250 million people suffering from hair loss have created a blue ocean market worth tens of billions. Gastrointestinal-related drugs and probiotics categories continue to rise, and categories such as dry eye syndrome and children's myopia prevention have become new growth points. In the first half of the year, anti-hair loss products represented by Mandi and Yangyuanqing, eye care products represented by Hailu eye drops and Baolong Xiaoxing Tongxue, and probiotic brands such as Kangcuile and Aiyisen have been frequently featured on Focus Media, showing a multi-track and flourishing development trend in the pharmaceutical industry.

Another area worth paying attention to in the health track is the accelerated iteration and upgrade of home medical devices. Blood glucose monitoring devices are becoming more popular, with both old and new brands focusing on painless, portable, and dynamic monitoring CGM products. Home oxygen concentrators are also continuing to release market demand driven by the pandemic. From a brand perspective, brands such as Sinocare, Siliang Dynamic, Yuwell, and Huimei are competing for market share through 'dual micro, one shake, one focus' (WeChat, Weibo, Douyin, and Focus Media), competing in products, channels, and brands online and offline. Undoubtedly, with people's increasing attention to health and the acceleration of population aging, 'big health' will become a huge track with the most development potential in the future, and has already shown a continuous 'long-term red' trend.

**Leisure and Tourism Consumption Rebounds Accelerating**
**'Going Out' Becomes a New Craze**

After experiencing various travel restrictions during the pandemic, 'going out' has become an urgent desire for the public in the post-pandemic era. Consumption related to tourism, outdoor sports, and leisure camping continues to rebound. Getting close to nature, enjoying life, and liberating the mind are increasingly becoming the main themes of mass consumption. It is worth noting that the silver-haired generation and Generation Z have become important driving forces for market recovery. According to data statistics, the silver-haired generation is currently the main group served by travel agencies, especially for domestic long-distance travel products that require 'money and leisure', where they are the main consumers. The 'Generation Z' of the 90s and 00s lead new ways of outdoor vacations, with frisbee, camping, mountaineering, and short trips becoming increasingly popular. The post-80s new middle class tends to prefer family trips or leisure vacations. The market heat is directly reflected in advertising. In the first half of this year, advertisements for leisure and entertainment related categories have increased on Focus Media's elevator screens. Mid-to-high-end outdoor brands represented by Mobi Garden and Black Deer lead the new standards of camping, while theme parks such as Disney, Chimelong, and Universal Studios focus on family travel. In the second half of the year, related consumption demand will be further released, and the industry may usher in a new growth peak.

**New Business Forms of Home Economy and Companion Economy**
**Develop Rapidly, Quality Life Becomes Driving Force for Consumption Upgrade**

While the pandemic has made 'going out' an eager desire, it has also turned 'high-quality home life' into a new consumption craze. Coupled with more and more young people choosing to become 'single nobles', new business forms such as home economy and companion economy have emerged. These new forms meet the multiple needs of young people both physically and psychologically, and have driven the development of many related categories. The pet industry is a typical field 'lifted' by the dividends of new business forms. Whether it is the home economy or the companion economy, more and more single people choose pets for companionship to eliminate loneliness. As pets' status in the family increases, the pet industry has directly become the most favored field by consumers. According to iiMedia Research data, the total scale of the pet industry in 2022 reached 493.6 billion yuan, a year-on-year increase of 25.2%, and it is expected to reach 811.4 billion yuan by 2025. On Focus Media's elevator screens, new brands represented by Wanpy pet food are also increasing their promotional efforts, connecting with consumer needs, and promoting domestic pet brands to the mainstream market. In terms of the home economy, quality life categories have become new growth points and important driving forces for consumption upgrade. Whether it is smart home furnishing categories such as Suofeiya and Yezhifeng, products that improve the quality of home life such as Yikaide water purifiers and Shufude smart beds, or even upgraded FMCG products in niche areas like Deyou wet wipes, people's requirements for the quality of home life have landed in all aspects, and their enthusiasm for 'home goodies' is increasing day by day. In the future, tracks related to the single economy, home economy, and companion economy will continue to rise and become the basic consumption of the new generation of young people.

**Lazy Economy Brings New Opportunities**
**Technology and Convenience Categories Continue to Grow**

Accompanying the home economy is the lazy economy. With the increasing pace of life and pressure, the younger generation of consumers is more willing to reduce repetitive labor and resource waste, save time and labor costs, and pursue the experience upgrade brought by high-tech products. The resulting 'lazy economy' has brought development opportunities to many categories: the kitchen lazy scene drives the growth of air fryers, quick-fix dishes, and instant food; the home cleaning lazy scene drives the rise of sweeping robots; the home furnishing lazy scene drives growth in smart home and other fields; and even the best-selling shoes are the convenient and comfortable 'slip-ons'. From the perspective of advertising, brands such as Qifei floor washing robots, Fangtai dishwashers, EKO smart trash cans, Kongkong Italian noodles, and Baixiang instant noodles are frequently featured on Focus Media, engaging in deep communication with the 'refined lazy' young consumer group, using technology to make life more convenient and comfortable. The high-frequency promotion of these 'lazy products' has also helped to heat up the lazy economy track to a certain extent. Under the thousand-billion blue ocean, technology and convenience categories will usher in more development dividends.

**Silver Economy Will Become a Sunrise Industry**
**'Digital Filial Piety' Drives Accelerated Industry Development**

With the process of population aging, the scale of the silver economy market is continuously expanding. According to the 'China Aging Industry Development Report' released by the National Committee on Aging, by 2050, China's elderly population will reach 480 million, and consumption potential will grow to a hundred trillion level. China will become the country with the largest market potential in the global aging industry. Under the major trend, categories related to the silver economy such as smart health care, health products, physiotherapy and wellness, and home medical devices are experiencing a big explosion. This can also be seen from advertising. In the past two years, brands related to elderly health have continuously emerged on Focus Media's elevator screens, especially during the pandemic, health products such as Swisse fish oil and Caltrate, and home medical devices such as Yuwell medical and Huimei hydrogen-oxygen nebulizers have become popular products frequently featured on Focus Media. In fact, participants in the silver economy are not only the elderly; young people are also important consumers. According to relevant purchase data, post-80s and post-90s people often buy health products, holiday gifts, and daily necessities for the elderly at home. 'Digital filial piety' makes up for the regret that some children cannot take care of their parents and relatives in person, and also promotes the further development of the industry.

**Education Industry Rebounds**
**Adult Education and Smart Learning Machines Become New Trends**

After the 'double reduction' policy, the education industry has transformed and developed with the help of 'smart' technology, finding new ideas and ways out. Adult training and smart learning machines have become new trends driving the industry's recovery. Since this year, domestic internet companies and education companies have been active in the smart education hardware track. First, iFlytek announced that its Spark large model would be integrated into its AI learning machines. Then, Yuanfudao launched a new educational hardware product, the Xiaoyuan Learning Machine, after a two-year silence. Baidu followed by selling its first learning phone with the built-in Xiaodu Lingji large model. Zuoyebang and Youdao also launched new products. On Focus Media's elevator screens, brand advertisements for Xiaoyuan Learning Machine, BBK Learning Machine, and Seewo Learning Machine are frequently featured, using centralized explosive media to attract the attention of parents and students, confirming the popularity of the smart education hardware track. According to data from global growth consulting firm Frost & Sullivan, the compound annual growth rate of smart learning devices in China is 17.1%, and the market size will reach 145 billion yuan by 2026, with broad prospects. In the future, the impact of generative AI and large language models on the learning field will continue to rise, and competition in the smart education hardware market is just beginning. In the adult education field, adult vocational training and postgraduate entrance exam training represented by Success and Xinke Education are becoming increasingly popular. More and more workers are using skill learning and postgraduate studies to enhance their workplace competitiveness to cope with the increasingly severe job market and work pressure.

**FMCG Industry Shows Significant Growth**
**Sugar-Reduced, Fat-Reduced, Calorie-Reduced Products Perform Strongly**

As a field closely related to Chinese people's lives, the FMCG industry showed signs of rebound and recovery first after the pandemic ended. According to data released by Kantar Worldpanel, in the first quarter of 2023, sales in China's FMCG market increased by 0.3% year-on-year, a sequential increase of 4.3 percentage points compared to the fourth quarter of last year. The four major areas of beverages, personal care, home cleaning, and packaged food all showed signs of recovery, laying the foundation for continued rebound growth in the second half. The recovery of the FMCG industry is also reflected in brand advertising demand. According to CTR Media Intelligence data, FMCG brands have been notably active in advertising across multiple channels, with sugar-reduced, fat-reduced, and calorie-reduced products performing particularly strongly. In the first half of the year, brands such as Genki Forest, Jianchun, and Oriental Leaf continued to increase their promotional efforts, using the brand explosion power of Focus Media's elevator screens to deepen their influence and trust in consumers' minds, driving high-speed growth in the second half. The strong resilience shown by the FMCG market also provides solid confidence for the recovery of the overall economy.

**Offline Traffic Rebounds Significantly**
**Snack Collection Stores and Membership Stores Become New Highlights**

With the rapid recovery of the FMCG industry, the channel landscape of the FMCG market has further evolved—offline traffic has rebounded significantly, and snack collection stores, warehouse membership stores, and O2O models are accelerating their rise. According to the '2023 China Shopper Report' jointly released by Bain & Company and Kantar Worldpanel, in the first quarter of this year, O2O channel sales increased by 16% year-on-year, with convenience and fast delivery being highly favored by consumers. Offline warehouse membership stores are advancing rapidly, with both the number of buyers and purchase frequency increasing, achieving strong growth of 38%. Snack collection stores and membership stores have become new highlights in retail consumption. The significant rebound in offline traffic and the disappearance of traffic dividends have led more and more new consumer brands to go offline and expand their offline channels. 'Rather than fighting for existing online traffic, it is better to sell products offline' has become a consensus for new consumer brands. Offline consumption, accounting for over 70%, remains the main market in China. In the second half of this year, offline traffic will continue to rebound significantly, and the battle between old and new brands in offline channels will become more intense. Focus Media's elevator screens, with 400 million high-frequency offline traffic, will become an important battlefield for brand competition.

Summarizing the above eight areas, it can be found that the opportunities for rebound growth in the second half are actually hidden in consumers' 'three loves, three fears, and three lacks': love of beauty, love of play, and love of health; fear of aging, fear of fatigue, and fear of loneliness; lack of money, lack of love, and lack of stimulation. As long as brands grasp the 'three loves, three fears, and three lacks', they can find opportunities for counter-trend growth!


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