Look at the future of "health care products" from an economist's point of view

Original title: Looking at the future of "health products" from the perspective of an economist

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The health products we often talk about refer to health foods.

For example, traditional: ginseng, donkey-hide gelatin, bird's nest, ganoderma lucidum, cordyceps, etc.

The form of traditional health care products is the appearance of ingredients, one, one nest, one, emphasizing the essence of heaven and earth.

When it comes to health products, there is one problem that cannot be avoided:

Is it useful to eat health supplements?

Is it useful to eat health supplements?

Is it useful to eat health supplements?

Tell you a story.

Tell you a story.

From the 15th century to the 17th century, European fleets appeared on the oceans around the world, discovered new continents, and expanded new trade.

However, this great era was accompanied by the curse of the sea god Poseidon.

A strange disease spread among the crew.

Throughout the era of great navigation, it is estimated that 2 million seafarers have died from this strange disease.

Today we know that this is: scurvy.

But at that time, it was not until hundreds of years later that people realized that the root cause of scurvy was the lack of an indispensable nutrient in the body of the crew: vitamin C.

However, vitamin C is usually only found in plant foods, such as kiwi, bitter melon, citrus, tomatoes, strawberries, lychees, and green leaves.

Eat fruits and vegetables often, which may not be a big problem for ordinary people.

This is the first time that mankind has truly realized that "unbalanced nutrition" can bring such serious consequences.

If you know the reason, it will be easier to handle.

Then, with the continuous development of science, people realized that the so-called nutrition refers to the balanced intake of these five substances: "carbohydrates, fats, proteins, minerals, and vitamins.

There are only these 5 kinds, there is no sixth kind.

However, due to various special reasons (going to the sea, partial eclipse, diet culture), people's nutritional intake cannot be balanced.
What should I do?

However, due to various special reasons (going to the sea, partial eclipse, diet culture), people's nutritional intake cannot be balanced.
What should I do?

Then add it in a targeted manner.
This is what we are talking about today: health products.

Then add it in a targeted manner.
This is what we are talking about today: health products.

In the United States, the scientific name of health products is called dietary supplements (VMS, Vitamins, Minerals, & Supplements).

In the United States, the scientific name of health care products is called: dietary supplements .
The scientific name of health care products is called dietary supplements (VMS, Vitamins, Minerals, & Supplements).

Back to the first question.
Is it useful to eat health supplements?

Back to the first question.
Is it useful to eat health supplements?

it works.

it works.

Eating health products in a targeted manner can achieve a balanced nutrition.
And balanced nutrition brings good health.

Eating health products in a targeted manner can achieve a balanced nutrition.
And balanced nutrition brings good health.
Eating health products in a targeted manner can achieve a balanced nutrition.
And balanced nutrition brings good health.

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It turns out that health care products are really useful.

It turns out that health care products are really useful.

Yes it is.
It's really useful.
Can be used as a dietary supplement.
However, the "mental account" of "dietary supplements" does not have much money.

Yes it is.
It's really useful.
Can be used as a dietary supplement.
However, the "mental account" of "dietary supplements" does not have much money.

What is a mental account?

What is a mental account?

I ask you, if you eat vitamin C, it is about as expensive as lemon.
Do you eat lemon or vitamin tablets?

I ask you, if you eat vitamin C, it is about as expensive as lemon.
Do you eat lemon or vitamin tablets?

Anyway.
Take vitamin tablets? Convenience.

Anyway.
Take vitamin tablets? Convenience.

What if the price is twice that of lemon? Gritted his teeth.
Still vitamins.
After all, lemon is too sour.

What if the price is twice that of lemon? Gritted his teeth.
Still vitamins.
After all, lemon is too sour.

What if, 10 times? Ah, forget it, let's eat lemon.
too expensive.

What if, 10 times? Ah, forget it, let's eat lemon.
too expensive.

This is the mental account.

This is the mental account.
This is the mental account.
This is the mental account.

I said in the first lesson of "5 Minutes Business School · Basics" (Backstage reply "Business School" to subscribe to this course):

I said in the first lesson of "5 Minutes Business School · Basics" (Backstage reply "Business School" to subscribe to this course):

We will put money into different categories in different mental accounts.
For example, accounts necessary for living expenses, accounts for family construction and personal development, accounts for emotional maintenance, accounts for pleasure and leisure, and so on.

Although these accounts are all under one large account, in fact, each sub-account exists independently.

Your customer is not really stingy, but your product is not in the mental account that he is willing to pay for.

We will put money into different categories in different mental accounts.
For example, accounts necessary for living expenses, accounts for family construction and personal development, accounts for emotional maintenance, accounts for pleasure and leisure, and so on.

We will put money into different categories in different mental accounts.
For example, accounts necessary for living expenses, accounts for family construction and personal development, accounts for emotional maintenance, accounts for pleasure and leisure, and so on.

Although these accounts are all under one large account, in fact, each sub-account exists independently.

Although these accounts are all under one large account, in fact, each sub-account exists independently.

Your customer is not really stingy, but your product is not in the mental account that he is willing to pay for.

Your customer is not really stingy, but your product is not in the mental account that he is willing to pay for.

The mental account of "dietary supplement" is an account with little money.
In the United States, a bottle of vitamin C costs a few dollars.
A bottle of melatonin is also a few dollars.
Most health products cost a few dollars.
Dietary supplements are hard to sell expensive.
After all, the meal itself is not expensive.

The mental account of "dietary supplement" is an account with little money.
In the United States, a bottle of vitamin C costs a few dollars.
A bottle of melatonin is also a few dollars.
Most health products cost a few dollars.
Dietary supplements are hard to sell expensive.
After all, the meal itself is not expensive.

No way.
I do not care.
I just want to sell health products expensive.
What do you propose?

No way.
I do not care.
I just want to sell health products expensive.
What do you propose?

Then you can only move health care products from the mental account of "dietary supplements" to those accounts with a lot of money.

Then you can only move health care products from the mental account of "dietary supplements" to those accounts with a lot of money.
Then you can only move health care products from the mental account of "dietary supplements" to those accounts with a lot of money.
Then you can only move health care products from the mental account of "dietary supplements" to those accounts with a lot of money.

Oh? such as?

Oh? such as?

For example: gifts.

For example: gifts.

A bottle of Moutai 1499.
You can't buy it yet.
Really bought, estimated to be more than 3,000.

A bottle of Moutai 1499.
You can't buy it yet.
Really bought, estimated to be more than 3,000.

Would you say, tonight's "Zhen Huan Biography" finale, will you come to a bottle of Moutai? Not big.
However, today you are going to invite big customers to dinner, you may.

Would you say, tonight's "Zhen Huan Biography" finale, will you come to a bottle of Moutai? Not big.
However, today you are going to invite big customers to dinner, you may.

Moutai may not be worth 300 yuan in the mental account of "self-use".
But in the mental account of "gift", it can be worth 3,000 yuan.

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Prevent anti-cancer, prevent diabetes, prevent Alzheimer's, detoxify beauty, impotence, resist cell phone radiation, improve memory, inhibit melanin, delay aging, prolong life, get rid of sub-health.
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Prevent anti-cancer, prevent diabetes, prevent Alzheimer's, detoxify beauty, impotence, resist cell phone radiation, improve memory, inhibit melanin, delay aging, prolong life, get rid of sub-health.
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Prevent anti-cancer, prevent diabetes, prevent Alzheimer's, detoxify beauty, impotence, resist cell phone radiation, improve memory, inhibit melanin, delay aging, prolong life, get rid of sub-health.
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In a word: it's not a medicine, it's better than medicine.

In a word: it's not a medicine, it's better than medicine.

Please note: the above are all false propaganda prohibited by the regulatory authorities.
These "effects" cannot be achieved by health products.

Please note: the above are all false propaganda prohibited by the regulatory authorities.
These "effects" cannot be achieved by health products.

(Source: Knowing @ Consumer Report)

(Source: Knowing @ Consumer Report)

The Director of the U.
S.
FDA (Food and Drug Administration) once advised the public:

The Director of the U.
S.
FDA (Food and Drug Administration) once advised the public:

If a nutritious food uses the word "health" in its label or description, it already means that it is claiming that it has health and healing properties, and it is already deceiving.

If a nutritious food uses the word "health" in its label or description, it already means that it is claiming that it has health and healing properties, and it is already deceiving.

If a nutritious food uses the word "health" in its label or description, it already means that it is claiming that it has health and healing properties, and it is already deceiving.

The US FDA and China's CFDA also have strict regulatory requirements for health products.
The most basic one is that no therapeutic effects can be mentioned.

The US FDA and China's CFDA also have strict regulatory requirements for health products.
The most basic one is that no therapeutic effects can be mentioned.

If you don't let it be mentioned, you really don't mention it? I will not mention it in the box, in the manual, or in the advertisement.
I'm on "Meeting Sales" and I will tell you in person.

If you don't let it be mentioned, you really don't mention it? I will not mention it in the box, in the manual, or in the advertisement.
I'm on "Meeting Sales" and I will tell you in person.
I will not mention it in the box, in the manual, or in the advertisement.
I'm on "Meeting Sales" and I will tell you in person.

What is sales?

What is sales?

The club sales do not advertise, and they are very concealed.
People usually pull people and pull old people to the venue.
Let the "experts" come to the stage to talk about: 1) the disease is very serious; 2) but fortunately there are medicines; 3) it is a bit expensive.
Then, the "patient representatives" were invited to show the effect on stage, and even kowtow to the experts, thanking them for their life-saving grace.

The club sales do not advertise, and they are very concealed.
People usually pull people and pull old people to the venue.
Let the "experts" come to the stage to talk about: 1) the disease is very serious; 2) but fortunately there are medicines; 3) it is a bit expensive.
Then, the "patient representatives" were invited to show the effect on stage, and even kowtow to the experts, thanking them for their life-saving grace.

This is also the most criticized place in the health care industry.
In that scene, the old people can't stand this set, it's hard not to be taken down.

This is also the most criticized place in the health care industry.
In that scene, the old people can't stand this set, it's hard not to be taken down.

In 2017, the state severely cracked down on meeting sales.
In 2018, the essays of the National Civil Service Examination were "Strong supervision to crack down on sales scams.
" In 2019 and 2020, the efforts to crack down on pyramid schemes and rectify sales will only increase.

In 2017, the state severely cracked down on meeting sales.
In 2018, the essays of the National Civil Service Examination were "Strong supervision to crack down on sales scams.
" In 2019 and 2020, the efforts to crack down on pyramid schemes and rectify sales will only increase.

Exaggerate propaganda to kill, not to exaggerate propaganda to wait for death.

Exaggerate propaganda to kill, not to exaggerate propaganda to wait for death.

It seems that the mental account of "drugs" will also be shut down.

It seems that the mental account of "drugs" will also be shut down.

Where is the future of the health care product industry? Is there a future for the health care industry?

Where is the future of the health care product industry? Is there a future for the health care industry?

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Of course there is.

Of course there is.

The future of the health care product industry is to return to food.

The future of the health care product industry is to return to food.
The future of the health care product industry is to return to food.

In 2020, CBNData released a report "Insights into the consumption patterns of online health products for Chinese young people in 2020".
This report shows that young people born in the 1990s are becoming a new force in purchasing health care products.

In 2020, CBNData released a report "Insights into the consumption patterns of online health products for Chinese young people in 2020".
This report shows that young people born in the 1990s are becoming a new force in purchasing health care products.

what? Are you right?

what? Are you right?

Those young people who stop their parents from buying health care products are buying health care products themselves?

Those young people who stop their parents from buying health care products are buying health care products themselves?

Yes it is.

Yes it is.

However, their purchase of health products is fundamentally different from the elderly.
The money they buy health products does not come from the mental accounts of "medicine", but from "food.
"

However, their purchase of health products is fundamentally different from the elderly.
The money they buy health products does not come from the mental accounts of "medicine", but from "food.
" The money they buy health products does not come from the mental accounts of "medicine", but from "food.
"

For example, now young people supplement vitamin C, instead of buying a bottle of pills, but buying orange-flavored "multi-dimensional jelly".

For example, now young people supplement vitamin C, instead of buying a bottle of pills, but buying orange-flavored "multi-dimensional jelly".

(The picture comes from the Internet)

(The picture comes from the Internet)

For example, nowadays young people want to add enzymes instead of buying a plate of capsules, but colorful "enzyme jelly".

For example, nowadays young people want to add enzymes instead of buying a plate of capsules, but colorful "enzyme jelly".

(The picture comes from the Internet)

(The picture comes from the Internet)

You are not taking "medicine".
You are eating jelly, you are eating jelly.
By the way, the "dietary supplement" was completed.

You are not taking "medicine".
You are eating jelly, you are eating jelly.
By the way, the "dietary supplement" was completed.

Post-85s, post-90s, and post-95s’ acceptance of "snacks" health products has grown by leaps and bounds.
The soft candy and jelly have become the fastest growing form of health care products on Tmall.

Post-85s, post-90s, and post-95s’ acceptance of "snacks" health products has grown by leaps and bounds.
The soft candy and jelly have become the fastest growing form of health care products on Tmall.

why?

why?

Because their education tells them: health products are just a dietary supplement.

Because their education tells them: health products are just a dietary supplement.
Health products are just a dietary supplement.

Vitamin C is a dietary supplement for lemon.
Calcium tablets are dietary supplements for milk.
Zinc gluconate in blue bottle is a dietary supplement for lean meat.
The melatonin (melatonin) that parents receive as gifts is a dietary supplement for grapes.

Vitamin C is a dietary supplement for lemon.
Calcium tablets are dietary supplements for milk.
Zinc gluconate in blue bottle is a dietary supplement for lean meat.
The melatonin (melatonin) that parents receive as gifts is a dietary supplement for grapes.

Vitamin C is a dietary supplement for lemon.
Calcium tablets are dietary supplements for milk.
Zinc gluconate in blue bottle is a dietary supplement for lean meat.
The melatonin (melatonin) that parents receive as gifts is a dietary supplement for grapes.

Dietary supplements are approximately equal to food.

Dietary supplements are approximately equal to food.
Dietary supplements are approximately equal to food.
Dietary supplements are approximately equal to food.

Since it is food, it should be more delicious and fun.
Beauty is justice.
Delicious is king.
I have to make myself a medicine.
As for?

Since it is food, it should be more delicious and fun.
Beauty is justice.
Delicious is king.
I have to make myself a medicine.
As for?

I have an immature view.
I don't know why, this generation of young people is very spared.

I have an immature view.
I don't know why, this generation of young people is very spared.

When Xiaomi (post-00) saw that I took more anesthetics than others did when I had a tooth extraction, he asked the reason carefully.
He felt that it might be caused by my 2 cups of coffee a day.
So I decided not to drink coffee when I grew up.

When Xiaomi (post-00) saw that I took more anesthetics than others did when I had a tooth extraction, he asked the reason carefully.
He felt that it might be caused by my 2 cups of coffee a day.
So I decided not to drink coffee when I grew up.

At the age of 12, I was so concerned about my lifelong health.
I was shocked.

At the age of 12, I was so concerned about my lifelong health.
I was shocked.

If the younger generation becomes more and more like this, the health care product industry must have a future.
And it has a bright future .

If the younger generation becomes more and more like this, the health care product industry must have a future.
And there is a big future in the health care industry, and there must be a future.
And it has a bright future .

Just return to food.

Just return to food.
Just return to food.
Just return to food.

Final words

Final words

The health care product industry is like a nomadic people, from food, to gifts, to medicines, in the various mental accounts of consumers, they are constantly migrating and hunting for a living.

The health care product industry is like a nomadic people, from food, to gifts, to medicines, in the various mental accounts of consumers, they are constantly migrating and hunting for a living.
The health care product industry is like a nomadic people, from food, to gifts, to medicines, in the various mental accounts of consumers, they are constantly migrating and hunting for a living.
The health care product industry is like a nomadic people, from food, to gifts, to medicines, in the various mental accounts of consumers, they are constantly migrating and hunting for a living.

However, perhaps because of the migration along the way, the lack of fresh vegetables, the health care product industry itself has been in the "sub-health" for a long time, which has been criticized.

However, perhaps because of the migration along the way, the lack of fresh vegetables, the health care product industry itself has been in the "sub-health" for a long time, which has been criticized.

Where is the future of the healthcare industry?

Where is the future of the healthcare industry?

Perhaps the future of the health care product industry is to go back to where it started, to dig deeper into the mental account of "food", and to make truly good products, instead of losing yourself in the account of "medicine".

Perhaps the future of the health care product industry is to go back to where it started, to dig deeper into the mental account of "food", and to make truly good products, instead of losing yourself in the account of "medicine".
Perhaps the future of the health care product industry is to go back to where it started, to dig deeper into the mental account of "food", and to make truly good products, instead of losing yourself in the account of "medicine".
Perhaps the future of the health care product industry is to go back to where it started, to dig deeper into the mental account of "food" and make truly good products, instead of losing yourself in the account of "medicine".

Good health.

Good health.

Original title| Liu Run: The health care industry, a nomad with a "mental account"

Original title| Liu Run: The health care industry, a nomad with a "mental account" Liu Run: The health care industry, a nomad with a "mental account"

This article comes from the official account " Liu Run (ID: runliu-pub), an official account that provides insight into the nature of things around you, and has been authorized to reprint

This article comes from the official account " Liu Run (ID: runliu-pub), an official account that provides insight into the nature of things around you, and has been authorized to reprint