earticle

영어

This study empirically analyzed whether there is a monthly sales effect for each category in the Chinese online health functional food market based on big data actually traded on Alibaba’s main platform. To this end, we obtained big data on health functional food sales from Taobao, Tmall, and Tmall International in China from September 2020 to August 2021, reprocessed them in accordance with the functional classification criteria of the China Food and Drug Administration, and used them for analysis. As a result, among the 21 valid categories used in the study, the top five sales categories showed high sales for immune system enhancement products in November and diet products in June, in addition, products such as freckle removers, memory enhancers, throat-freshening products, and antioxidant products showed a sales volume pattern in the form of a monthly effect, where sales volume differed greatly in a specific month. This study is meaningful in that it attempted an academic big data-based monthly effect analysis, and in practical terms, it provided implications for Korean health functional food manufacturers entering the Chinese market by identifying monthly sales patterns for each product group in online channels and utilizing them in marketing strategies.