Direct reporting network in Beijing in March 31st (Beijing News) China's health food market potential. As a result, the transformation of the health care industry is imminent, the growing Internet in product sales today, health care products industry in the innovation, but also need to return to solve the old problem".

A Cordyceps, almost overnight "down" a listing Corporation.

Recently, the State Food and drug administration to halt the pilot work of health care products for cordyceps. Domestic market, 120 Cordyceps related health care products will face a big wash".

Over the past year, the state promulgated the new "food" and new "advertisement law" and other policy documents, strengthen constraints on the health care products industry, halted earlier, much policy certainly Cordyceps health products means national policy on the industry further strict supervision.

Actually, under the strong regulation, side show health food industry in our country, there are still serious homogenization, science and technology content is not high, industry concentration degree is low, the small and medium-sized enterprises accounted for the ratio, inadequate funding, lack of senior technical personnel urgently needed to solve the problem.

The supply side is chaos, one side is demand blowout. According to a health care products Market Research Report shows that since 2006, the annual market size of dietary supplements (non direct sales area) to 20%~40% growth rate, in 2012 the market size has exceeded 100 billion yuan. The China Health Care Association predicts that the market size of China's dietary supplements will grow at an average annual growth rate of 10 over the next 10% years.

Health care products sales company, Amway, for example, in 2013, Amway's sales in China accounted for 40% of Amway's global sales, up to 29 billion 300 million yuan; in 2014, the Amway Corp's global sales of $10 billion 800 million (about 70 billion yuan). Data shows that Chinese consumers for the field of health care products, the average expenditure accounted for the total expenditure of 0.07%, and consumers in Europe and the United States is 25%, the side that Chinese health food market has great potential.

As a result, the transformation of the health care industry is imminent, the growing Internet in product sales today, health care products industry in the innovation, but also need to return to solve the old problem".

The first is the old question of marketing. In the public more and more attention and the pursuit of the health of the times and different functions, numerous health food, drug propaganda is undoubtedly the most attract the public's eye. "Cordyceps, now his mouth to eat" advertising and "melatonin" brainwashing and no essential difference. Care ability slogan dubious, fuzzy definition of health care products, but also makes the many negative news impact customer psychology.

More important is the quality of the old problem. "Grass", as a health care products should be a health food with the sign "blue hat", very grass not; as a drug should drug permit number, not very grass; as a "food" should have QS hygiene license, "grass" or not. Just a "pilot". China's current legislation on health food is relatively lag: Although there are food sanitation law, health food registration approach to management (for Trial Implementation) and a series of laws and regulations, but the provisions of is too abstract and lack of effective convergence and practice is not ideal, unable to regulate cohabitation, Nishajuxia the industry reality.

To solve these problems, in addition to promoting legislation, to strengthen the supervision of health care products advertising review is also very important. The future is necessary to improve the system of advertising review. Strict requirements for the implementation of health care products in the implementation of advertising and publicity, must go to the industry and commerce administrative departments for the record, and provide a clear and effective business documents and confirmed the real identity of the operator.

In addition, the "Internet plus" network transparency can also be said to be a panacea. Through the open network authentication, consumers can identify true and false products through quick inquiry, to achieve a win-win situation to protect the rights and interests of consumers and purify the health care products industry.

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