Professor Jiang Zhuoqin gave a speech on the current situation of health care products market.
Health is a hot topic today, and with the help of the nutrition boom, health food has gradually entered people's families under the slogan of supplementing the nutrition needed by the body. The appearance of 1987 royal jelly opened the curtain of China health care products market. The mid-1990s saw the first rapid development of China's health care products market, with more than 3,000 domestic manufacturers and 28,000 products. After several ups and downs, it recovered to the scale of 3000 around 2000. After entering 2 1 century, foreign capital poured into health care industry, China, and the total amount of health care products in China was also shrinking.
In addition to the competition of foreign products, the total amount of domestic health care products has shrunk, and its own industry structure also has great disadvantages. Different from ordinary food sales, health care products should be more rigorous from production to sales to use. The lack of any link in these industrial chains is a fatal blow to the whole industry.
Health food does not have the therapeutic effect of drugs.
Most consumers see health food advertisements with exaggerated functions. Although most of the advertisements of health food on the market at present involve the word "treatment", health food is different from medicine and has no therapeutic effect on human diseases or adverse reactions. Its effect on human body is limited to "regulation". According to Article 2 of the Measures for the Administration of Health Foods, health care products are foods with special health care functions, that is, foods suitable for specific people to eat, which have the function of regulating the body and are not aimed at treating diseases.
In addition, health foods and medicines need to go through different quality inspection departments. From this point of view, health food can not reach the content of "treatment" in the attribute of medicine.
Five disadvantages restrict the development of health food.
Professor Jiang pointed out in the report that the exposure period of health care products in China is generally three to five years, and then it will gradually fade in the market and be replaced by new health care products. Compared with the traditional industries in China, such as Chinese medicine and catering, it is really difficult for the health care industry to come up with time-honored brands that have been updated for less than five years. In this case, it is difficult for consumers to leave an impression on specific health care products, which is not conducive to the operation and development of the whole industry.
So what caused the fate of China health food "difficult to last for five years"? Professor Jiang put forward the following five reasons for this problem.
First, the low-level repetition of health food is serious. If an enterprise manages a certain kind of health food and achieves good market effect, other businesses are competing to produce the same products, which seriously leads to the inaccurate positioning of the enterprise itself and it is difficult to have a gold medal product based on the market. This kind of follow-up behavior is also easy to distract consumers, and it is difficult for enterprises to become bigger and stronger.
Second, the quality of health food is worrying. Although the quality certification of "police tactical unit" is being carried out in the domestic health care products market at present, the supervision of "police tactical unit" is not perfect, and some unscrupulous merchants can still find loopholes. The trademark "Police Mobile Force" can only represent that the product belongs to the health care industry and cannot guarantee the quality of the product. Therefore, in such a mixed health care product market, it is really difficult for consumers to have full confidence.
Third, exaggerate publicity. As mentioned above, many health care products companies will appear the word "treatment" in their advertisements, but in fact, health care products themselves have no therapeutic effect. Such advertising wording is tantamount to deceiving consumers and is harmful to consumers' "return rate".
Fourth, add western medicine or banned raw materials. In order to improve the effectiveness of health care products, some unscrupulous merchants will add some pharmaceutical ingredients or ban raw materials in the production process.