Chinese health food wants to surpass American chain drugstores as the main platform

In developed countries such as Europe and the United States, health food has a marketing history of more than 30 years, with sales channels concentrated in hypermarkets, chain terminals and e-commerce On March 12-14, 2010, a research report on the market of nutritional supplements was released at the natural food western exhibition held in Los Angeles, USA the sales data of relevant nutritional supplements published in the report showed that: the global market size of nutritional supplements including vitamins, plant extracts, etc in 2009 exceeded 62 billion US dollars, and the market share of Asia Pacific region was According to the share of 44.2%, the North American market accounts for 32.2%, the Western European market accounts for 14.4%, the Latin American market and the Eastern European market account for about 3% respectively, while the African, Middle East and Australasian (referring to the Malay islands and Oceania) market accounts for 3% in total Among them, it is quite surprising that the Asia Pacific region is undergoing great changes and has become the largest consumer market for nutritional supplements From the perspective of single country and regional market, the scale of the United States is still the largest, with sales reaching 16.1 billion US dollars in 2009; the second largest is China, with sales reaching 13.4 billion US dollars; Japan ranks the third, with sales reaching 12.7 billion US dollars, while in 2006, the sales of health food market in China was only 5.9 billion US dollars In just four years, the sales volume of health food in China has doubled The above fully illustrates a phenomenon: with the enhancement of China's national strength and people's awareness of health care, health products have gradually become necessities in people's lives It is expected that China will become the world's largest consumer of health food in 2010 "One step to end OEM" win win cooperation In recent years, with the nationwide chain drugstores blooming all over the country, the profit of drug management is getting thinner and thinner, especially with the introduction of the new medical reform, which makes the operation of drugstores worse Each chain drugstore is actively carrying out a variety of operations, breaking through new marketing ideas As the main profit category of chain drugstores, health food has a mature market How can drugstores do a good job in health product economy Business, maximize its profits? This is a topic worthy of discussion Therefore, as a manufacturer of health food, we will discuss with chain drugstores how to achieve a win-win cooperation mode of "one-step to end labeling" between the manufacturer and chain drugstores I necessity of directly labeling with the factory In China, the production and sales of health care products started in the early 21st century In the 1990s, most of the health care products were mainly from the United States and Australia From 2000 to 2005, the health care products market and drugstores were surging and rising rapidly The health care products of chain drugstores were basically produced by the health care manufacturers The sales company pasted the brand and then sold them to the drugstore terminal for sale The company has been playing the role of middleman and earning the money of value-added services With the increasingly fierce social competition and the improvement and expansion of the marketing ability and scale of the terminal retailers, the society has progressed to the service link where middleman is no longer needed Some smart and large-scale chain drugstore businesses have begun to directly cooperate with the factory for OEM 1 OEM can reduce the purchase cost Generally, the middleman needs to maintain 30-40% of gross profit to maintain the development and survival of the company A chain drugstore purchases 5 million yuan of health food annually If it purchases directly from the manufacturer and reduces the intermediate links, it can reduce the cost of at least 1.5-2 million yuan a year According to statistics, in 2003, only 5% of chain drugstores in China directly pasted the brand with manufacturers, but by 2009, 57% of the top 100 pharmaceutical chains had pasted the brand to produce their own health care products and introduced them into their own stores for sale 2 The brand image of drugstore can be established by affixing the brand At present, each chain drugstore is no less than 5 sets of health care brands in operation and sales In order to take the route of price differentiation, some drugstores choose to sell some low-cost, fake, non-existent and even harmful health food, regardless of quality and only depending on price, which reduces the purchase cost and attracts the attention of consumers in a short time But in the long run, it is damage As a result, the integrity and image of drugstores have resulted in the intangible loss of consumers Therefore, only by cooperating with first-class health food factories can drugstores ensure the quality of their products, form a brand effect and improve the reputation of drugstores II Select qualified OEM factory According to the statistics of China Health Care Products Association, there are more than 6000 OEM manufacturers of nutritional supplements in China, which are mainly concentrated in Shandong Peninsula, Pearl River Delta and Yangtze River Delta These OEM factories are characterized by complete dosage forms, poor marketing ability, OEM business as the main business, and the quality of most of the factories is difficult to guarantee, with fewer certificates, incomplete qualifications, and transitional overdraft industry reputation, Let consumers lose confidence There are no more than 3 manufacturers with more than 50 million investment, more than 20 national food and health brand approval documents and more than 5 dosage forms in China Only by finding such manufacturers with certain scale strength, excellent production management and guaranteed quality can the quality and service of OEM products be guaranteed 1 Review the qualification and certificate of the OEM factory At present, the government has not issued relevant norms and restrictive policies on the issue of labeling of nutritional supplements, but as a labeling factory, it must be strictly managed in accordance with the relevant provisions of the new food law and the good manufacturing practice for health food A labeling factory is basically required to obtain such certificates as the GMP certification certificate for health food and the class a certificate for food hygiene To be able to process health food on behalf of others is the most basic two elements of processing health food But now some factories in order to strengthen production management, do more management certification, such as: HACCP food safety certification, ISO quality management system certification and so on, such enterprises are more trustworthy On this basis, chain drugstores need to enter the market and relevant certificates to affix the brand In this way, the OEM factory also needs to have a series of procedures, such as "Jian brand approval certificate", "food brand approval certificate", "health license", "enterprise standard", etc only with the above procedures can it formally produce with the brand In order to meet the requirements of variety selection of drugstores, chain drugstores should have more varieties and diversified dosage forms, so that consumers can choose more than 20 brand names and more than 30 food numbers In addition, factories should have conventional production dosage forms such as soft rubber bags, tablets, hard capsules, powders and granules, if they fail to meet such requirements The factory, try to avoid labeling 2 Field inspection of the hardware of the OEM factory The most important thing to visit a factory on the spot is to look at the three hardware -- workshop, warehouse and laboratory First, workshop and workshop are the important links of product process production, to see whether the factory operates and manages according to the GMP good production standard of health food, especially to see whether the hygiene of the factory meets the requirements, to see whether the operation records of the workshop are sound, and the whole production flow If the process quality management is rigorous, it will clearly understand the quality of products Second, the warehouse is the distribution center of raw materials and finished products The quality of raw materials can be directly seen in the warehouse, because the quality of raw materials determines the quality, and the management level and service level of the whole factory can also be seen from the warehouse management Third, the laboratory is the place for the quality verification and inspection of the company's products The inspection of the laboratory mainly depends on the equipment and facilities of the laboratory, the quality records and the ability of the laboratory technician A basic laboratory has at least two inspection items: microbiological inspection and heavy metal inspection Here you can clearly understand the real situation of the internal quality of the products, and you can also see the quality of a factory R & D strength level 3 Some skills that should be paid attention to in the implementation of labeling seem to be very simple It's OK for drugstores to design a label and fill it in the manufacturer In fact, it's not that simple, but there are many skills in it We should be careful in the labeling, otherwise it's easy to "stick" and cause losses For this, we have the following suggestions: 1 Sales and scale are the foundation of labeling Whether the chain drugstores meet the requirements of labeling mainly depends on the number of stores and the purchase amount The author thinks that the number of stores in the chain drugstores should be at least 50, and only when the annual purchase amount of nutritional supplement series products reaches more than 2 million yuan can the minimum standard of labeling be met Only when the standard is reached can the scale benefit be formed and a brand effect be formed in the region investment value Below this standard, the author suggests that it is better to introduce other brands into the store for sales 2 The independent operation experience of the establishment of health products company proves that: the brand-name sale of health food in the name of its own chain drugstore will cause adverse psychology of consumers Therefore, it is suggested that the chain drugstore should set up an independent health care product company, register its own trademark, and put the brand in the name of the health care product company for sale In general, the brand manufacturer is responsible for the production, packaging and other work of the products, so the health food company should design the product packaging, purchase the packaging materials, training, service and other matters by itself, only Only in this way can we operate successfully If we allow it to develop freely, it is impossible to make it bigger and stronger 3 Pay attention to the quality and abandon the low-cost and inferior products The health food is mainly composed of some animal and plant extracts, vitamins, unsaturated fatty acids and other functional substances, which has auxiliary treatment effect on some slow diseases and sub-health However, due to the lack of national supervision, there are too many fake health food in the market, which seriously damage the interests of consumers As a chain drugstore, no matter for the sake of food safety of consumers or for the sake of maintaining the brand reputation of the drugstore itself, it should not purchase ultra-low price products, which are telling you that they are fake On the one hand, chain drugstores can choose large-scale enterprises with high popularity and good reputation to do the labeling On the other hand, they can hire some technicians who understand GMP and production to standardize and supervise OEM production and ensure product quality Only quality is the basis of profit 4 According to the sales order of single products, the selection of the best-selling varieties is not suitable for labeling, and the labeling products must meet the following conditions: first, the products must be familiar to consumers; second, the market is relatively mature; third, the market demand is relatively large In the process of selecting branded varieties, chain drugstores can select 30-50 varieties according to the original health care products sold by the chain drugstore If they choose too few, they cannot form scale and brand If they choose too many varieties, they will cause unsalable varieties with poor sales volume, resulting in overstocking and even loss In the selection of varieties, we should try our best to choose the brand of Jian brand The products of Jian brand have been approved by the national authority department and have been tested in function, with clear effect, relatively recognized by consumers and high proportion of repeat customers But also according to the nature of the region to choose health products, such as in Zhejiang can choose iron Maple products, in Xinjiang you have to choose some of the regulation of blood lipid products 5 The quantity and time of the first batch of orders The author thinks that the first batch of orders can be ordered according to 20% of the annual purchase amount of health care products of the chain drugstore in the previous year It is estimated that the digestion time of the first batch of orders should be