2016-07-12 15:52
The introduction of the new policy of direct selling companies will bid farewell to the era of health care products OEM＂
Direct reporting network in Beijing in July 12th (reporter Shen Jie) since July 1st, has been a long time for the formal introduction of health food registration system. If the policy in place, with "blue hat" for the identification of significant health food industry will usher in changes. So, the new regulations will be keen on health care products which are the direct marketing enterprise what impact?
Please pay attention to the "direct" (WeChat ID:cndsn-zxbdw) report from Beijing.
From the OEM era to the era of the wilderness
Health care products OEM set "phenomenon why become fashionable for a time?
2000 years ago, China's health care products in the wilderness stage, particularly low threshold of entry, there is no much research component, consumers only know its however, the bewilered. With after China's entry into the WTO, foreign high-tech health care intervention and health care products in China bid farewell to the era of the wilderness into the era of OEM, but consumers of health care products is still relatively blind can now see a direct selling enterprises to borrow a new concept, however to find a set with the concept of product, then use mass advertising bombing, can achieve sales, the product is not produced themselves do not know, look the prosperity of health care products market in fact just deficiency heat, and not the consumers themselves.
"Straight thing" (micro channel ID:cndsn-zxbdw) survey found that, in view of the increasingly serious health products OEM phenomenon, the State Food and Drug Administration in 2013 has introduced the on further regulating the health food supervision and management to crack down on illegal violations in matters relating to the announcement (comment draft) ", which stipulates that health food name shall not arbitrarily add other trademark or trade name, with the approval of health food label shall use the same trademark; since January 1, 2014, not production, marketing, import brand health food. Health care products OEM, for the phenomenon, the state although the introduction of strict rules, but still rampant rampant, despite repeated prohibition. Guangdong Provincial Health Association executive vice president of the Zhang Yongceng said approval to the health care industry is layer upon layer rental phenomenon is very serious now, some enterprises directly apply for approval and then lease it to a cottage factories use, an annual fee of 8 million to 10 million yuan, ranging from the transfer fee.
"Straight thing" (micro channel ID:cndsn-zxbdw) in Baidu to "brand health products" as the keyword search, found many similar "health product agents OEM advertisement appeared in the Baidu search before a few pages, and Baidu blue V certification mark. "OEM health products" has become the industry chain. Insiders said that the development of a new product, often put a lot of manpower, material resources, financial resources, and a long period of time. In contrast, the "OEM" production in the short term can easily profit. Health care products market by "OEM" money has become the main source of income of some enterprises. At present, the punishment is not health food, is also an important reason for the "OEM set" phenomenon prevalent.
Time to time
The origins of health food "OEM" phenomenon
With the strengthening of people's awareness of health care, the purchase of health care products has become the popular consumer behavior. According to the latest survey, China has purchased health food consumer population accounted for 69% of the total population has reached. According to incomplete statistics, the current domestic health care products on the market 30%~40% products are OEM products. "OEM" mode which has a blue hat enterprise product approval authorization to a sale of the company use, and the sale of the company will this product approvals posted on their own brand in OEM factory in the production qualification, cause such result is a health food approval corresponding dozens or even hundreds of products. The foundry quality management capabilities are uneven, can not ensure the quality of the product, resulting in the occurrence of health food safety incidents. So, why is the "OEM set" in the health care market is so popular, did not decline the mean?
"Straight thing" (micro channel ID:cndsn-zxbdw) survey found that, first of all, OEM manufacturers will not give up the benefits, "OEM" pattern in the health food industry, is not an accident, but production manufacturers and OEM dealers common choice, because they "complementary advantage, benefit sharing, inseparable". Health food industry in general, the threshold is low, many manufacturers. Many manufacturers because of money or management is not in place, unable to produce and sell, so the production of products, sales to the dealer. OEM processing mode for many years, in the industry have certain consensus, some manufacturers is rely on OEM dealers to sell products. Secondly, OEM dealers to not give up the interest, OEM dealers after several years of development, in the industry has a place, some OEM dealers have a certain strength. They have a considerable number of agents under the product in some areas have a certain sales base, its brand has been the end of the store and consumer recognition. Finally, administrative orders can not change the business model, the OEM model, but is to deepen the distribution agent mode. The OEM manufacturers and dealers cooperation relationship is not likely to be an executive order truncation, between them or change a way of cooperation.
This is why China's health care products industry every year so many security issues, and the law is constantly updated and improved, but still can not touch the root cause of health care products to decline.
The new deal to reverse the bad wind
Direct selling enterprises or the way to the M & a foundry
July 1 this year, has been brewing for a long time the health food registration filing system formally introduced, to "blue hat" to identify a significant health food industry will usher in changes. In addition to the new regulations on the health food industry itself has a great impact on direct marketing and other related industries also have a impact on the field." A domestic direct sales industry veteran experts say.
"Straight thing" (micro channel ID:cndsn-zxbdw) noticed that in the health food industry, OEM (also known as the "number one") refers to a symbol of health food approval, production after packing into a multi brand, even dozens of brands of products and sold. There is currently on the market, the use of OEM production disrupt the normal market order, some engaged in OEM production enterprises irregularities, to other enterprises and even the whole industry bring very bad influence. But the new regulations made it clear that the record must be the main production enterprises, does not allow health care products oem. The same enterprise may not use the same formula to register or record different names of health food, shall not be registered with the same name or record different formulations of health food. Also, the food safety law implementation Ordinance (Revised Draft) and the health food logo measures for the supervision and administration of health food part related content (discussion draft) "in" the same enterprise shall not use the same formula to produce different brands of... Health Food。 The same registration certificate or record number of health food should use the same trademark." Further limited, the same registration / registration number of products can only use the same trademark.
"Straight thing" (WeChat ID:cndsn-zxbdw) found that, because of the direct development of the industry is too fast, many direct marketing enterprises, although there are channel advantages, but the real has its own factory less, 70% ~ 80% is the foundry. Health food as direct a large category. At present, it is because of the upsurge of health gradually be direct attention to the enterprise, data show that licensed for direct selling enterprises, the proportion of licensed health food has been from 79% in 2014, up to 2015 81%. Once the ban on the production of health food, or forced direct marketing enterprises to merge and acquisition of the brand. Direct selling enterprises mergers and acquisitions OEM production enterprises is not a new thing the, the fact that in health care products on the rapid development of road and the integration of high-quality resources must be make health care products market to the regularization path.
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