Amway Chen Jia: insight into consumer psychology in making health food
[Beijing Direct News Network November 12th] (Hu Kelu)From November 2 to 4, 2020 China special food conference (the fifth session) was held in Changsha, Hunan Province. Chen Jia, vice president of Amway Asia science and technology innovation center, said in an exclusive interview with Xinhua that more and more enterprises have joined the big health industry, which will promote the further development of the industry. Who can have insight into the psychology of consumers and meet their needs will win the market.
Amway Chen Jia said that Amway brought food supplements into China 25 years ago, and protein powder was the first product. Later, people gradually realized the importance of protein and vitamins to human health. Generations of consumers become more mature and know more about what they need. This is the change of consumption. From the perspective of the changes of laws and regulations, supervision is gradually becoming mature.
"All along, the supervision of health food in China is extremely strict. Health food is neither ordinary food nor medicine. It has no therapeutic function, but it should also have certain effects. To achieve these effects, safety tests, animal experiments and clinical trials are required, so it is not easy to do so. " Amway Chen Jia said.
Amway Chen Jia believes that China's big health industry will become bigger and bigger and attract more good companies to invest. More and more enterprises join in, and the core competitiveness of enterprises is to see who can insight into the psychology of consumers and meet the needs of consumers. Each company needs to satisfy different consumer groups. Amway, for example, has three target consumers: young people, women and the elderly. Amway understands their needs according to the community, provides products and services, and provides health solutions. At the same time, Amway develops a safe and controllable quality standard system, and the product features are nature and science.
"Health food is only a part of a healthy lifestyle. Comprehensive health can not only eat health products, but also eat healthily and exercise appropriately." Amway advocates and practices a full range of healthy lifestyles, according to Amway Chen Jia. In recent years, Amway has actively carried out science popularization work and passed the Amway concept of healthy life to consumers. Amway also hopes to expand the industry cake and promote the rapid development of health food industry through industry and cross-border cooperation.