Shen Kun's exclusive point of view] Recently, because of the planning of a five-fingered peach medicine and food homologous health care food, I have another in-depth thinking about this once glorious traditional industry, because I am the first generation of marketers who grew up in the health care products industry, and I have a deep understanding of the rise and fall of the health care products industry, and I also know the core reasons that led to the decline of this industry to the embarrassing situation it is today.
When it comes to the rise and fall of health care products, Sanzhu is a brand that cannot be bypassed, Sanzhu oral liquid has been in the 90s of the last century, has created a single product revenue of up to 8 billion yuan of miraculous performance, its "disease treatment without disease" concept, become the standard version of the entire health care products industry, under the influence of three plants, red peach K, life No. 1, Onlly No. 1, Mrs. oral liquid, Qingchun Bao, Chinese turtle essence and other hundreds of brands rushed up, becoming a magical phenomenon.
After the fall of the three plants, these brands began to decline, some were half-dead, and some closed down, so two other new forces appeared in the market, the first of which was the direct sales or MLM model represented by Amway;The second share is the conference marketing model represented by Zhenao nucleic acid, and the two health care product sales models have begun to use crowd tactics to sell health care products on a large scale, but it is no surprise that these two health care product sales models have used the flickering marketing of "curing diseases and strengthening the body without diseases", and the objects of flickering are basically the elderly.
After the rise of the Internet, health care products have entered the micro-business model and the e-commerce model with Pinduoduo as the core, which has further marginalized this traditional industry, and the collapse of the MLM company Quan Jian has lowered the market trust of health care products to the freezing point, and even made the word "health care products" equivalent to **, many young people even take various means to prevent their parents from attending any training and conference held by the health care product company, and tell them not to be deceived for free gifts.
For various reasons, the traditional health care products industry has formed three strange phenomena: first, whether it is a health brand or a food brand, the product packaging of traditional health food must look like a drug, and sometimes it is even more like a drug than a drug, and oral liquid is more difficult to drink than traditional Chinese medicine;The core appeal must also be the efficacy of various diseases, and every marketer of health care products will turn ordinary food into a miracle medicine that cures all diseases.
The third is the marginalization of channels, which cannot enter the mainstream or lack mainstream exclusive channels, and can only survive in direct sales (MLM), conference marketing, micro-business and e-commerce. The first two phenomena are due to the limitations of marketing thinking, as long as there is one company's innovative performance, it can affect the entire industry to follow up, while the third phenomenon has become a serious obstacle to the development of the industry, that is, the lack of exclusive channels.
The above three strange phenomena have become an obstacle to the development of the entire health care products industry, and to solve these three problems, it is indeed necessary to have very out-of-character and bold wisdom thinking, otherwise, this industry will always be half-dead and become a marginalized existence;If we think about it simply, we know that Nongfu Spring can achieve an annual revenue of 30 billion yuan if it sells waterMoutai Wuliangye and others are all selling wine, and their revenue has exceeded 100 billion, why do they sell health foods that are good for human health, and there are not even 1 billion brands in the industry?
When I was planning the five-finger peach product, I realized that this kind of product could no longer follow the traditional road, so I treated the traditional health care products as a fashionable trendy product, eliminated the traces of drugs and health products, did not appeal for efficacy, but promoted the character proposition of fashion standard, and entered the FMCG channel. But this is only a case, and whether it can be successful is also unknown, but there are always companies in the health care products industry to take a step forward in innovation, if everyone shrinks, then, this industry really has no future at all.
Another potential opportunity is that the three-year epidemic has fiercely educated the people of the whole country that the importance of health and the awareness of body immunity have never been as prominent and strong as today, which is an opportunity for the development of the health care products industryCoupled with the state's policy support for the "big health industry" and "the development of traditional Chinese medicine", I think that the health care products industry will be a very promising development track, but the rules of the game in this track have changed and are no longer the past model.
Therefore, it is necessary to change the perception and marketing practices of traditional health care products, even if they are authentic health care products with blue hats, do not appeal for efficacy, but appeal for spiritual values and consumption scenarios;Ordinary food brands should be given a new product image, packaging and marketing should be changed in fast fashion consumer goods, so that consumers no longer have hesitation and trust barriers to the consumption of health food, but can't wait to have surprises and accidents, only in this way can we inject new vitality into the health food industry.
The second is channel innovation, which is the top priority, to create an exclusive channel suitable for the industry's products, because the current health care products are parasitic in the pharmacy channel, so there are health care products in the general pharmacy, and there are many pharmacies in the country. However, most of us go to pharmacies to buy medicines, and a few buy health products, unless the salesperson strongly recommends it;Secondly, the health care products in pharmacies are not sold high, which will inevitably affect the development of the industry.
I found that in many large supermarkets, there are such ginseng ingredient stores, in addition to selling original medicinal materials and ingredients, there are also health food sales, such as American ginseng oral liquid and related packaging products, but it is extremely expensive. A box (with 20 bags inside) of bagged oral liquid is priced at 980 yuan, and this is just a medicine and food homologous product with an ordinary food name, not a health care product with a blue hat.
So many years ago, I came up with such a bold idea: hospitals treat diseases, pharmacies sell medicines, and it is also necessary to create a place for consumers to "not get sick or less sick", that is, health food stores or supermarkets, which must be through brand building, become the third choice in the minds of consumers in addition to hospitals and pharmacies, and establish a solid logical cognition, so what is this format called?This requires us to play innovative thinking to solve, if we create such an exclusive channel for health care food, then, the development of health care products or the big health industry can usher in real rapid development.
In this regard, I have a preliminary idea, that is, by a powerful enterprise to create a health care (functional food) store, but this store can not only sell its own brand of products, but should be a professional supermarket, its own products are just a counter, the enterprise should be open to the entire industry, recruit in line with the store certification and standards of high-quality health food and other medicine and food homologous functional products. Or it is completely outside the industry, independently creating such a health care food monopoly channel.
This store can be directly operated by the founding enterprises, or it can be established after the establishment of a model store to open the national chain franchise, because the exclusive store of health care products, at least as large as the current medium-sized pharmacies, can display the brand products of thousands of enterprises, forming a unique "health care products consumption place", if this model is established, the enterprise needs to establish two sets of management teams, one is the investment operation of enterprise products, and the other is the investment operation of chain franchise.
I believe that if the "place brand" of this big health product consumption is established and the national chain expansion model begins to operate, it will attract the favor of many investors, because this is equivalent to building a highway for the entire health care products industry, and thousands of enterprises and their products will enter this highway, and the creation of enterprises will become the operation and managers of the highway, and the tolls and service areas will become their own profit points, and they can go to the capital market because of this.
If a set of e-commerce supermarket system is built, then the integrated operation of online and offline will become a unique existence in the entire consumer goods industry. Assuming that every city in the country has 10 such stores, the power of 3,000 stores is enough to trigger investors to send you money, and the signboard of big health is easier to enter the capital market. Such a channel model for health care products is not only a drugstore, but also a direct sales team and a micro-business e-commerce, because in contrast, people believe in the brand more, not to mention, the best here is more fair.
Some people say that the soup layer is not a similar channel?Definitely!Tomson Beijian is not a channel operator, but a health care product manufacturer, the store is only the company's own store, not the industry public channel, although its store also has other brands of products, but the nature is not a "health food supermarket", because its products, 90% of its own brand, and the store is small, can not carry the products of the whole industry, so it is necessary to create such a health care products industry highway, and hospitals and pharmacies to form a three-legged pattern.
We have thousands of bubble tea shops, cafes, snack shops, and pharmacies, so why can't we create a chain brand that specializes in health care products?The purpose of this is to completely solve the "three strange phenomena in the health care products industry" mentioned at the beginning of the article, or three development obstacles, to help thousands of health care products companies solve the sales channel of products, and enterprises can focus on product development and production and brand marketing.
If there is a company that takes the lead in creating such a chain channel brand, and gives the brand a fashionable and beautiful store image through positioning, forming a new species, then other companies may also follow up and create a second chain channel, just like the snack industry's BESTORE and Laiyifen, and now more novel snack stores such as Zhao Yiming have been born, and the era of rapid development of health care product channels will also come.
I believe that as long as the health care products industry can carry out such large-scale innovation changes, it will definitely bring a strong stimulus to the industry, thereby forming a huge outlet, attracting more capital to enter, and providing a strong economic impetus for the development of the health industry.