Sixty percent of the respondents approveofd for nutritious health food? They prefer simple, direct effects to propaganda.

original title: 60% of respondents approve of nutritious health food? They prefer simple, direct effect seismostancyunder the seemingly flat market appearance, there is a force is sprouting, growing, this force is reconstructing the entire camp
health food
industry new consumption, new demand. After the "100-day action" , China's nutritional health food market will be rapid digestion, specialization and intelligent three directions metamorphosis,"
Zhengkangxun founder Wang Dahong gave this judgment last year. He believes that
"fast digestion and some mature nutrition and health food categories will move towards daily consumption, mainly in the e-commerce channels
or
business super. In the future fast-moving sector, the current health food mainstream enterprises, whether it is direct marketing giants or non-direct sales of large-brand enterprises, are no longer dominant. " past, some health food businesses have used information asymmetry to create a large number of concepts and product requirements, or to enhance the user's machine function, 'harvesting' a lot of IQ taxes. With the spread of the Internet, information asymmetry has been broken, consumers have become more "savvy" than ever before.recently, in the DT Finance launched a survey on "health care products", nearly 60% of the respondents to the
"health care products"
, about 48% of the respondents are using
"health care products"
.
this may not be the same as what we used to know, but there is no denying that young people's consumption of nutritionally healthy products and patterns are driving the restructuring of the industry.share an analysis from DT Finance below, so let's take a look at consumption from an external perspective.(here's the following from DT Finance)in the past, young people are used to self-comforting in punk regimens that "hold the warm cup and work overtime" and "stay up late to apply the mask." But after public health events like the epidemic, big health is beginning to become a basic need.recently, in dT Finance launched a survey on health care products, nearly 60% of the respondents approve of health care products, about 48% of the respondents are using health care products. However, nearly half of the respondents thought imported health supplies would be better, with only 6.4 per cent preferring domestic health supplies.What health products are young consumers buying ? Why do they prefer to import health care products? What problems and opportunities exist in the domestic health care market? We will analyze this huge market based on direct consumer data and young people's appeal.1 explore the consumer market for health care products which health care products have consumers bought?here to choose tonic health and nutritional supplements under the two categories, Tmall sales of the top 1000 goods as a reference, to study consumer preferences for health care products.first from the commodity description, nourishing health products in the best-selling products, the highest frequency of the keyword is "tea." Health tea, tea, clear liver tea and other tea health care products because of easy to eat, the concept of popular and most accepted by the public. Second,
"wild" "slug" "honey" "Chinese herbs" "a gu" "bird's nest" and other products focusing on highlighting raw materials.in the description of nutritional supplement products,
best-selling products often highlight the concepts of "vitamin" "VC", "import", "middle-aged and old age" and "immunity".from the point of view of unit price, we find that efficient, low price selling is still the market's main demand for health care products. But consumers who prefer nutritional supplements have a relatively high tolerance for product prices.data show that the current price of more than 80% of the hot-selling tonics is less than 100 yuan, but the price of hot-selling nutritional supplements is more than half
(56%)
higher than 100 yuan.these data actually reflect the result,
consumers today online when selecting health care products with a relatively strong purpose, they are more willing to pay for simple, direct publicity effect.
in the DT Financial survey on health care products, about 40% of users in the "reasons to buy health care products" under the question, chose "enhance immunity" "prevent disease" option.when consumers are running toward sings with clear goals, health supplements in food supplements often give clear efficacy instructions.and domestic brands of tonic health care products, but trapped in a large and complex Chinese medicine system, it is difficult to point out the health care effect in the commodity description and some "loss". And because the effect is unclear, consumers are naturally reluctant to pay a higher premium.2 want to get the recognition of young peoplewhat should be done with domestic health care products?the question facing most domestic brands is how to pass on these effects and ideas to young consumers, with the results of the study endorsing the health effects.from the consumption data can be seen that the current health supplies of the main customer group of price sensitivity is still relatively high, but this does not mean that the user's spending power is still stuck at 100 yuan. In our survey, more than 20% of readers are willing to spend 200-500 yuan a month on health care products.this shows that the price of health care products is still in the open space. But in what form to convince consumers, this is the brand should think more about the matter.from the perspective of ordinary consumers, the young 90 after our mouth also began to enter the 30-year-old stage, with the material life of the satisfaction, young people to enhance immunity such a health needs greatly exist. For young people who are struggling to ensure a "balanced diet and active exercise" in their busy lives, there is still a considerable market for health-care products that can clearly give health guidance. As health care brand Thomson Bijian noted in its 2019 earnings report, "China is not short of markets, it is the trust of consumers." " and how to regain the trust of young consumers, domestic health care products may also need to learn how to make more disruptive innovations, giving more appropriate brand stories to the current context.Source: DT Finance
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