2016-07-14 15:34

 

Health food industry to prohibit the remodeling consumer confidence in foundry production

 

[straight news network Beijing on July 14 news] (Sanxiang) 7 July 1, has been brewing for a long time health food registered filing system formally introduced. Some experts when accepting a reporter to interview bluntly, if the implementation of the policy in place, to "blue hat" to identify a significant health food will not be allowed to OEM production, which will give industry and market changes.
Health food was banned OEM production
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.
Health care products companies, who asked not to be named, deputy general manager told reporters 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.
Have been on July 1, 2016, implementation of the "health food registration and filing management approach," the 60 "the same enterprises shall not use the same formula registration or filing for the record the name of a different health food; and shall not use the same name registration or filing for the different formulations of the health food." It is clear that the same formula can not have different names of health food.
70% of consumers are not satisfied with the health care market "reform action will play a key role in reshaping consumer confidence. But for a long time to OEM processing enterprises will be fatal destroy, no independent brand, will be flawed in enterprise, maybe there is no means of livelihood. Another part of the circulation enterprises (mainly in marketing, direct marketing, network operators, derivative) will face no goods to sell, off the shelf products backlog will let them overwhelmed. Dietary supplements are expected to supplement the category of products will be a huge increase, functional health food and imported health food will not be too Ori Yoshi." Guangdong nutrition and Health Industry Association Secretary General Zhang Yongru said.
It is reported that from before the efficacy of collagen, walking down from the altar of Maca, and declared that the use of products 15 days can lower blood pressure, treatment of hemiplegia Kang Tai capsule, all sorts of around the chaos in the health care products has caused widespread concern. Also China Consumer Association recently issued a "health food consumer awareness survey report" is refers to the nearly 70% of the consumers of domestic health food market overall evaluation "not satisfied", over 60% of consumers do not believe the so-called "health food" advertising.
In addition, from the official data also show that the health food very much. The State Food and Drug Administration of the latest data refers to, the domestic health food approval number for 15793, imported health food approval number is 749.
"Ban on behalf of" or will bring about the price rise
For health care companies, the business structure transformation is not easy. Is domestic production capacity surplus severe vitamin C industry SPG, Northeast Pharmaceutical, North China Pharmaceutical veteran pharmaceutical raw materials, the existing terminal preparation business and explore the self brand, channel, but mainly to drug substance structure has not yet completely changes. Prior to the media exposure, for some foreign brands do OEM business, the same product, the sales price can be as high as 30 times the number of.
A pharmaceutical industry researcher believes that the traditional manufacturing enterprises to establish their own brands, does not have the enough competitiveness, "production enterprises in brand building investment large, slow convergence; management, brand management talent team construction with the pace of market development; its own marketing network is weak, the laying time is long and the channel wide all restricted the development of the terminal market. If the traditional foundry enterprises are really self brand, the cost will increase accordingly, which will eventually be assessed to consumers, reflected in the price of health products rose."
"Part of the distribution is very complex, dealers to the province, the city such as layers of exploitation, it is not a simple price reduction have been calculated in the middle of profits." The researcher believes that the face of the new policy, the parties still need to continue to run.
data
Health food industry 80% is foundry new regulations in addition to the health food industry itself has a great impact on direct marketing and other related industries also have an impact on the field." A domestic direct sales industry veteran experts say.
According to its introduction, due to the direct development of the industry is too fast, although many direct marketing companies have a channel advantage, but there are few real their own factories, 70%~80% is oem. Health food as direct a large category. At present, it is because of the upsurge of health gradually be direct attention to the enterprise, the data show, licensed for direct selling enterprises, proportion of licensed health food has been from 79% to improve in 2014 to 2015 of 81%. Once the ban on the production of health food, or forced direct marketing enterprises to merge and acquisition of the brand.
However, there are analysts in an interview, said that the company has received a direct sales license to build a health food factory more, and health care products in the direct sales is not high. Therefore, the above policy for the direct impact of the entire direct selling industry limited.
According to reports, the application is still in the application of a number of direct selling companies are indeed a lot of health care products through the OEM model, such enterprises may affect a large number of.
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