[Direct Press Beijing, May 11th] (China Quality Miles) Nearly 30 years have witnessed the most vigorous development of Chinese health products. However, in the three or five years leading the trend, many celebrity products that have been popular in China have been There is not much left. A well-known product, like a meteor, has passed and people are sighing. With the fall of these meteors, the total market for health products has fallen again and again. From 50 billion to 20 billion, it is only a matter of years.

 

With the gradual development of the health industry, health care products direct sales companies have emerged in the North and South differentiation characterized by the region. The well-known brands of fallen health care products, such as the three strains, Haci, Red Sun, and Shenyang Feilong, are all in the north, while the famous brands such as the wife of the South, Infinitus, Wanji, and Kangfulai have even exceeded 10 years of history. A common feature of these companies is a good brand image.

 

30-year precipitation, why decline?

 

Nowadays, faced with the ebb and flow of the health care products market, well-known companies and well-known products emerge one after another. However, these products are "know the name" products from beginning to end. The difference between them and other products is only the visibility (degree of knowing the name) is different, there is no brand distinction. In addition, due to the low barriers to entry, the health products industry has witnessed a number of laymen's involvement in the market, which has filled the market with regional brands and guerrilla brands, and the problems of serious product homogeneity, rough marketing practices, and other issues have created a problem. The situation of malicious competition.

 

From the 1980s to the present, health products have been vague in the spread of brand core values. There are thousands of people in brand personality, and no one cares about brand culture.

 

In terms of popularity, Chinese health products can be said to create one after another myth. The most typical is three oral liquids, which can be said to be household names. But in terms of reputation and loyalty, it is very low. Yansheng Treasure Solution, 505 Magic Power Bag, Harbin Red Sun, Platinum Plus, and Golden Partner are all familiar, but their reputation and loyalty cannot be discussed.

 

Why can't brands come up? To reflect on the health care products industry itself, although the health products are now different in name, they are all functionally emphasizing immune regulation, blood lipid regulation, and anti-fatigue. This has been accompanied by an endless stream of negative news. The crisis of trust has caused increasingly rational consumers to have a strong resistance to the entire health care product market. Even though there are new products that have entered the market powerfully, they did not escape the slightest spark, and then disappeared silently.

 

At the same time, consumers are increasingly disregarding the changes in the prices of health products. In their eyes, the prices of tens or even hundreds of dollars are negligible. The main concern of their purchase of health care products has shifted to the emphasis on health care product brands. Services and other added value changes. Therefore, the simple composition, efficacy, or so-called concept of the health care product itself cannot meet the needs of consumers. The health care product brand is constantly competing with the market and consumers.

The vicious circle, where is the crux?

 

At present, the biggest problem in the health care products industry is the issue of good faith. Solving this problem is the key to the way that health care products companies go toward branding. In addition, the following factors are also the crux of the branding of health care products companies.

 

First, over-reliance on advertising promotions is not conducive to improving the quality level.

 

According to media reports, some health care products companies accounted for more than 30% of sales in advertising costs. From the very beginning, they were caught in a cycle of low investment in research and development and high investment in advertising. In advertising, there are many exaggerated propaganda phenomenon, used to use the "concept of hype", as a health product "make the market" magic, in fact, health products "short-lived" flawed, which makes the health products industry Often caught in the "concept - market - concept" misunderstanding.