Foreign health products in China to expand the share of the net quickly (i)

Health products industry has been a special industry in China, of which small and medium-sized enterprises accounted for the vast majority of large enterprises very few. The development of China's modern health care products market can be divided into three stages, the first stage is the 1980s, the slow start and rapid rise of health care products industry, the representative event is Fujian Yang Zhenhua 851 Biological Technology Co., Ltd. was established; The second stage is the 90 generation, Health care products industry began to enter the stage of vicious expansion and disorderly competition, the representative event is three strains and the sun god and other health care industry leader of the rapid rise and extinction; the third stage is to enter the 21st century, the health care industry reshuffle and gradually seek standard norms of downs.

According to the National survey data, 06 health products production and operation Enterprises reached 5,000, 2010 are expected to reach 10,000. But the author of the country with more than 2 years of health care products experience analysis, to the end of 2010, China's large, medium and small health care products operating enterprises at least more than 300 million at home. This is not included in the marketing of health products, at the lowest level responsible for distribution of health care products companies and unregistered marketing studio.

Because the operation of many single health care products is entirely in the form of "studio", it operates without registering any company. There are many products are in the determination of investment success, the project has a market prospects will be registered company. In the initial development, planning, investment process, but also in the "Studio" personality form of operation.

and foreign health care products operating mostly adhere to the group, enterprise, brand operation, the development of health food attaches great importance to the new raw materials, functions, products, modelling and eating methods continue to appear, especially on the quality of strict testing standards and punishment mechanism, making foreign health care products industry is highly standardized, large-scale, industrialization.

But in this article, it is not to discuss the environment of domestic and foreign health products market, the quantity of health products companies and the kinds of health products. According to the relevant survey, the registered Chinese health products enterprises, surviving more than 15 years, only 5, the author of the country is to focus on the elaboration, because the domestic health care companies mostly adhere to the "fast-play fast" style, are at a sudden wind-like speed impact on the market to a variety of marketing methods combination, rapid increase sales, And soon disappeared from the people's markets. China's health care industry for a long time lack of industry persuasion, quality credibility, brand support, price attractions and other elements, the entire industry is relatively confusing, making consumers ' brand loyalty is generally not high. Although there have been "brain Platinum", "left-carnitine" and other stages of representative brands and commodities, but can not fundamentally change the social health care products lack of trust degree problem.

Therefore, domestic health products in China, most of the sales means still rely on: Conference marketing, traditional advertising marketing, pharmacy marketing, such as direct transmission of a higher way. and electronic commerce because commodity quality resolution difficult, difficult to directly answer doubt, can't realize direct check commodity and other factors, make domestic health products in e-commerce Sales has been bland not fire, it is embarrassing.

To China's more well-known "a certain propolis" brand for example, in the traditional channel sales hot, expensive. But the author wants to buy for his family, according to the Convention must be in Baidu search its brand name, check the network reputation. The results of a search on the Internet brand name, immediately appeared diametrically opposite two kinds of attitude, and then online accused the brand of no effect, exaggerated or even aggravated the description of the disease, obviously more infectious and lethal to consumers. Although not ruled out is the possibility of malicious attacks, but in the face of so many criticisms, consumers can be a blind eye?

On the other hand, the product in the traditional channels in the price and the price of the big business, and many large business no sales, so that the author lost the network to buy the product trouble. The most frightening thing is that on Taobao there are a large number of 50 percent and 60 percent with branded goods appear, the author is completely unable to distinguish between true and false, directly lost the desire to buy. Immediately to search for foreign propolis, and finally in the monthly purchase of 4 bottles of the online purchase of American Propolis.

This real case, although not on behalf of all the Internet to buy health care users experience, but is definitely a very common phenomenon of online shopping, can reflect the embarrassing situation of China's health care products on the internet sales. The big brand commodity price and under the line difference has no oneself, but the not well-known commodity also does not care about, plus the medium, the small health product mall conservative management, does not strengthen the promotion dynamics. Make domestic health products online shopping future confused, foreign health products gradually into China's electricity market, was accepted by netizens.

At present, China's network sales of domestic health care products to "beneficial health", such as the main, sales of foreign health products to the "Monthly purchase Network" and other business-oriented.