Domestic market of health care products: a great variety of potential

At present, the domestic health care market has three pillars: functional health care products, traditional tonics, and nutritional supplements Among them, although nutritional supplements started late, they came from behind In recent years, the development of nutritional supplements is particularly rapid, which has a significant impact on drug retail terminals However, in the rapid development of the nutritional supplement market, such as the early emergence of miscellaneous brands, OEM products, and now emerging new varieties, there are some problems, resulting in market confusion The variety status of nutritional supplement market has attracted close attention of the industry Many people of insight realize that it will be an inevitable trend for the market to be standardized in the future The demand of consumers for nutritional supplements is no longer "big and complete", but more subdivided into different needs of different consumer groups, which means that manufacturers should seize the characteristics of the target consumer groups, subdivide the functions of product varieties into different target consumer groups, and make the product positioning more clear According to statistics, by the first half of 2009, the market share of nutritional supplements in Shanghai has reached as high as 33%, while that in 2002 is only 5% It can be seen that the market of nutritional supplements is in rapid development and the sales growth is amazing At present, the market share of nutritional supplements is still rising, more and more new varieties of nutritional supplements appear in the market, which intensifies the market competition Wu Guoxiang, general manager of Anhui Wuhu Zhongshan pharmacy chain Co., Ltd., said that in the next three years, the new medical reform policies will meet the health needs of the whole people and bring profound changes in the pharmaceutical industry chain from production, supply to consumption In response to these changes, many pharmacies have already begun to try to diversify their operations, taking non drug sales as a new profit growth point And nutritional supplements are the focus of drugstores However, Wu Guoxiang also pointed out that at present, there are many products and brands introduced into chain drugstores, and there are many brand guides, which makes consumers at a loss as to how to choose suitable nutritional supplements The reporter also learned from Fang Xusheng, the operation director of Guangdong Jinkang pharmacy chain Co., Ltd that at present, there are more than 1000 kinds of health products operated by Jinkang pharmacy, of which the sales of nutritional supplements play a leading role Fang Xusheng said that he was very optimistic about the development of the nutritional supplement market "With the enhancement of health awareness, consumers are more active in choosing nutritional supplements." However, he also pointed out that there are many kinds of nutritional supplements in the market at present, and pharmacies should check the terminal to ensure product quality Wang Huilin, director of Beijing drinking water Siyuan business consulting studio, told reporters that there are a variety of nutritional supplements, and there are many miscellaneous and branded products At the same time, there are new varieties in the market If the market does not regulate this behavior, it will limit the development of nutritional supplements At the same time, he pointed out that in order to break through the bottleneck of development, manufacturers should consider new directions when developing new varieties Wen Shengyang, marketing director of Guangdong Baorui Pharmaceutical Co., Ltd., agreed with this view He pointed out that at present, nutritional supplements are in a situation of mass competition, with a wide range of varieties, and the era of profiting from homogenized competition has ended So, where is the future development direction of nutritional supplements? At present, many manufacturers have seen the potential of nutritional supplements, and focus on R & D and development of new varieties of nutritional supplements, hoping to keep up with the pace of market expansion However, what kind of products do consumers want to see? Is it to imitate the old products, repack them, or innovate the concept of varieties and launch new varieties with unique features? In this regard, it is advisable to learn from the development trend of other retail products At present, the OTC market is in a high-speed development period, and OTC varieties are also facing new challenges Jiang Hua, President of OTC business division in China of Beijing Novartis Pharmaceutical Co., Ltd., told reporters: "according to the current development of OTC market, the past full effect OTC products can no longer meet the needs of consumers With the growth of health care awareness, consumers' demand for OTC products can be divided into different groups, and OTC products that meet individual requirements are more attractive to consumers in the market " Fang Xusheng also supports this view He said that the functional segmentation of nutritional supplements has been an obvious development trend "The more functional segmentation, the greater the space for consumers to choose themselves, and pharmacies are willing to see this change." Wang Huilin said that whether it is OTC market or looking at the current nutritional supplement market, it is necessary to subdivide consumers into different groups When industrial manufacturers develop and launch new varieties, they should pay attention to the investigation in the target market and target customer groups, so as to form the keynote of the development direction of new varieties As a matter of fact, there are also industrial manufacturers that have put it into practice The development of Qianlin healthy and nutritious food in Baorui pharmaceutical industry is a typical case It is understood that the target population of Qianlin brand segmentation is based on modern women Qianlin series is rich in varieties, covering different consumer groups such as women, men, children, middle-aged and elderly people Its series of products include more than 40 nutritional supplements such as various natural extracts, vitamins and minerals, which can meet the different health needs of modern people in an all-round way Among women's products, the most popular one is "antioxidant" nutritional supplements, such as grape seed aloe soft capsule, natural vitamin E coenzyme Q10 soft capsule, etc The most popular soft capsule for middle-aged and old women is the collagen soft capsule which is rich in soybean isoflavones Aloe and American ginseng soft capsule has not been on the market for a long time, but as a defecation and detoxification product, it is also very popular with female consumers Among the children's series products, Qianlin not only has products to help children improve their immunity, such as bovine colostrum tablets, shark liver oil soft capsules, but also has specially customized vitamin mineral products for domestic children, such as vitamin AD soft capsules, children's compound vitamin fruit flavor tablets, calcium lactate tablets, calcium magnesium tablets, etc These products are popular among children because of their moderate dosage and good taste Among the male products, Qianlin focuses on the needs of male consumers, especially urban men It has launched the natural vitamin E coenzyme Q10 soft capsule to alleviate fatigue and improve sub-health, and pumpkin seed oil soft capsule, seal oil soft capsule and lycopene soft capsule to help regulate male functions In the series of products for the middle-aged and the elderly, according to the characteristics of the middle-aged and the elderly, Qianlin has launched products to protect the heart and brain vessels, such as concentrated fish oil, fish oil soft capsule, lecithin soft capsule, Ginkgo biloba phospholipid soft capsule, etc When holidays come and consumers convey their concerns to their elders, such products become hot gifts In addition, there are a series of adult vitamin minerals, such as natural β - carotene soft capsule extracted from Dunaliella salina, natural B group vitamin tablet extracted from beer yeast, vitamin E soft capsule extracted from soybean, liquid calcium, Baoer calcium, calcium magnesium tablet and other calcium supplement products, as well as multi-dimensional soft capsule, multi-dimensional nutrient tablet and other complex vitamin preparations It can be seen from this that, according to the changes of market development and different segmentation of consumer groups, the nutritional supplements of Qianlin case have launched a series of products, which effectively target different markets and achieve good results For retail terminals, a clear positioning is also convenient for drugstores to effectively recommend target customers The reporter learned from the Baorui pharmaceutical department that in order to better meet the different needs of the markets all over the country, Baorui pharmaceutical constantly optimized the existing product structure, vigorously researched, developed and applied for more than 30 health brand products, gradually replaced the original food brand products or eliminated some products with poor market performance, so that Qianlin series products in terms of formula, content, quality, etc Maintain the international leading level, thus laying a solid foundation for the development of Qianlin brand strategy.