In the post-epidemic era, the big health track is in full swing, and it is still booming when consumption has been cold recently. The huge development potential makes everyone want to come and get a piece of the pie.
However, some brands are thriving in the health market, but more brands are labeled as "no effect", "IQ tax", and "the effect is expensive", and they have since been abandoned by consumers and lost in the storms of the times.
As a result, many brands are eager to know:What are the opportunities in the big health track? What kind of health products are most popular with consumers? What do investors think of this type of industry?
Recently, juztlab, a Chinese-style health brand, quickly verified its business model with only a few hundred thousand start-up funds, reaching tens of millions of sales in less than a year, and initially established its own moat from the upstream and downstream.
What are their business secrets? How do you operate a health brand? Drain goldinterviewed the founder of the brand and its investors, and summarized a lot of dry goods in the health industry. Let's take a look!
We all know that the big health track is hot, but it is subdivided: pension, medical care, fitness, pharmaceutical, ......Various industries are emerging one after another. Which has less competition and which has more opportunities?
Health rejuvenation, expand the health care market of young groups. Different from the social cognition of "middle-aged and elderly people love health" in the early years, young adults are also becoming more and more concerned about health products because of staying up late all year round and ordering takeout. However, there are fewer types of health care products on the market that are specifically designed for young people, and the future of rejuvenation health care is promising.
The health care product category is still a track worth paying attention to. On the whole, the penetration rate of health care products in China is nearly 8 times higher than that of Europe, the United States, Japan and South Korea. In the long run, there is still a lot of room for Chinese consumers to increase their spending power on health products.
Traditional Chinese medicine products are full of opportunities. At present, the state attaches great importance to the traditional Chinese medicine industry, and a number of policies promote the development of the industry. Due to China's traditional cultural background, China has also opened up a special track of "medicine and food". The traditional Chinese medicine industry has broad market prospects.
Based on these advantages, Ruoyuchen is full of confidence in the big health industry, especially the health care products industry, and has entered the cross-border health care products industry since 2016, firmly grasped the first wave of opportunities for the development of overseas health care products in the Chinese market, and precipitated sufficient professional talent resources and deep knowledge reserves.
In the core business team, there are more than 300 talents in the health care industry, and more than 50 big health brands, 20 channels and 100 leaf categories have been precipitated, covering different stages from -100 to help many brands successfully join the Tmall Global 100 million yuan club.
In 2020, Ruoyuchen incubated its own brand Huajia, fully extending its capabilities to the whole value chain of the brand, and the current annual GMV of Huajia exceeded 300 million, and a number of products continued to lead the subdivided categories, which once again successfully verified Ruoyuchen's brand management ability in the 0-1 stage.
At the beginning of the Year of the Dragon, the Chinese health brand Juztlab relied on itInnovative technology and novel conceptsObtained an investment of 10 million yuan from Ruo Yuchen.
A product of the Chinese health brand Juztlab.
Juztlab has designed a number of popular products, which have been widely praised by KOLs and consumers. Among them, juztdrink hangover candy is all the rage, causing a splash on social platforms. There are several reasons why this product is popular:
The first is "punk health", which directly hits the pain points of young consumers.
At present, young people's awareness of health care is constantly improving, but there are few health products for young people on the market. Juztlab has focused on the "punk health needs" of some young people, and designed the first timely Chinese medicine health care product "Juztdrink Hangover Candy". Some young people want to not feel uncomfortable the next day after drinking, and hangover candy has attracted the attention of this group with its novel concept and packaging full of design.
The second is to use snack candy as the banner to make tablet candy-type traditional Chinese medicine.
juztlab wants to make a product that combines Chinese and Western medicine and combines the strengths of two worlds. "Hangover candy" solves the problem of traditional Chinese medicine in the form of snack candy and poor taste, and alleviates consumers' resistance to "medicine".
At the same time, the health tea series products are based on tea, which can effectively adjust the taste of the product without the use of additives, and provide users with healthy and high-experience products.
The third is the core of technology, good efficacy brings good experience.
If you want to retain consumers, you ultimately need to look at hard power. Taking Juztlab's hangover medicine as an example, the content of Pueraria lobata is two to three times that of similar products on the market, and its tablet pressing patent technology is a national patent of a professor from Zhejiang University, which can greatly reduce the nutrients lost in the process of purification and extraction of herbal raw materials, and the concentration of the product is more conducive to sobering up and protecting the liver.
Fourth, with the help of shareholder resources, continue to expand the market.
In order to better meet the diversified needs of consumers, juztlab herbal will also deepen the structure in the future with the help of Ruoyuchen's global layout of the first chain and industrial chain resources, further expand the product line, and explore a broader space through cross-border e-commerce to meet the diverse needs of consumers. Ruoyuchen's successful experience in omni-channel and full-link can help brands reduce detours and open up more sales channels.
In the face of the red and curly health market, how to market health products to stand out from many similar products? Taking juztlab as an example, there are several advantages to brand operation:
Precise content to target consumer groups. Like the entire hangover industry on Douyin at present, many live broadcast rooms and short ** scripts are original by juztlab, such as "small party dishes at improper parties" and "tumblers on the wine party". These novel pieces of content quickly attracted the curiosity of young consumers on Douyin about products and brands, which in turn sparked a desire to buy.
Multi-platform operation, according to the characteristics of the platform to develop the operation script. At present, the brand operation is mainly based on Douyin, Xiaohongshu and **hao, and different marketing strategies have been formulated on different platforms.
For example, the ratio of male to female users on Douyin is about 4:6, and the user portraits are mainly 25-35 years old exquisite urban female white-collar workers, eager to have a nightlife to relax, and its marketing direction is mostly "protect yourself at the party, protect your girlfriends" to attract young female consumers to buy.
juztlab also ran a good sales volume in the ** number. The user group of the brand on the ** platform is mostly male, and the brand operation focuses on promoting product experience and stimulating consumer demand. After many users get a good experience effect, they will also become brand tap water, driving private domain purchases.
Create a highly active community for customer retention. In the brand's private domain community, juztlab provides a health and wellness topic for young people, and each community is very active.
In the group, the operation will send some health knowledge pushes, such as analyzing some popular health products on the market to drive everyone to discuss.
Through community operation, brand communication, and sales conversion, the "combination punch" has been used to promote user precipitation, and the number of fans precipitated in the brand's private domain has exceeded 10,000 and continues to grow, effectively driving fission sales and repurchases.
A highly active community will also retain loyal fans for the brand and build brand power. On the one hand, highly active seed users can accompany brands to conduct user tests and provide valuable suggestionsOn the other hand, the community customer information is also convenient for further conversion in the future, and gradually access other products of the brand.
In the post-epidemic era, the big health industry has risen rapidly. According to relevant institutions**, China's consumer nutrition and health market has the highest compound growth rate from 2020 to 2025e, which is expected to reach 9%, much higher than the global average.
Ruoyuchen is optimistic about the development potential of the big health field, and will continue to focus on this core area, explore from the whole industry chain, and tap partners with high-tech content and new product concepts.
From 2022 onwards, Ruoyuchen will accelerate the layout of new consumption, focus on high-potential industries such as big health, and integrate high-quality resources and teams in the global big health field through diversified capital operation paths such as internal incubation + external investment, mergers and acquisitions, and joint ventures.
At the same time, Ruoyuchen enriches the layout of the industrial chain, deeply empowers partners with resource advantages and full-link capabilities, and realizes a comprehensive upgrade from a single brand operation model to an all-round and multi-level brand management model.
For the Chinese health care field where Juztlab Herbal is located in the future, its consumer cognition foundation is strong, and the company's innovation in the scene, the difference in brand positioning, the scalability of productization capabilities and the stability of the first-chain system have been preliminarily verified, providing an excellent consumption experience for the younger generation of consumers. At the same time, brands are highly sensitive to market water pressure and are expected to become the backbone of Chinese consumer brands.
As a senior brand management company that has been deeply cultivated in the field of health for many years, Ruoyuchen has become the preferred partner in the industry, whether it is the upstream and downstream of the industry or the brand.
Focus on resources, give full play to advantages, continue to increase the fast-growing and considerable scale of the big health market, and capture potential "gold" in the bubble-cleared consumer market through capital cooperation such as investment and mergers and acquisitions, which has become a piece of the puzzle in the company's brand management ecology.
With multi-dimensional resources, including capital and manpower, to quickly make up for the shortcomings of the early project, so that its strengths can be vividly presented, and gradually full-fledged, it has become one of the ways for Ruo Yuchen to keep out the cold.
At present, socio-economic development, people's awareness of health has increased. The health industry has become a big cake that can be saved. Brands and investors are looking forward to this.
How to seize the opportunities of the times, launch best-selling products, and win the favor of consumers? Although the market competition is fierce, as long as people's pursuit of a better life does not stop, the market will need new brands and products. Grasp the market demand, make high-quality products, consumers will give praise, drive people around them to buy.
Products that can meet the needs of consumers from function to marketing will eventually gain their own place in the market. It is expected that more brands can seize the opportunity to find their own path to success in the health track. LIG will also continue to pay attention to the industry trend and share the successful experience of cutting-edge brands with you.