Townsend's advertising marketing "throws a thousand dollars", but the investment in product research and development is "less pathetic"

the original title: Tangchen Beijian advertising marketing "a thousand dollars", product research and development investment is "less poor"the internet finance (Zhu Wei)
mentioned health care products, will always be easily associated with direct marketing or even marketing, because health care products in China when entering this form of savage growth.the bad behaviour of some brands has indeed left the health care industry in a mixed name. But there are still relying on non-direct marketing channels to shine, think that "integrity is more important than smart" brand Townsend, its hair and health care industry's older predecessors are somewhat different, do not create a burst of money does not emphasize the efficacy, but chose differentiated marketing.health care products from the essence is not a drug, can only be said to be a nutritional supplement, Thomson Bee Jian is the first to dare to speak out the essence of the industry brand
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such high-end positioning redefines the health care industry, but also let The thomson stake in the successful entry into the consumer's vision.at the same time, Tangchen Bijian in the advertising dissemination also to the basic health care function as the core, advocating to adjust mainly, harmless to the human body, and set up a special cabinet plus nutrition consultant sales model, than those direct sales enterprises more professional, not simply in order to sell health care products and health care products.Tomson-Bijian through a series of differentiated transmission models, to tell the public that their health care products are by supplementing the body's essential nutrients and bioactive substances to improve the body's health level and reduce the risk of disease. In a sense, Tomson Is an educator in the health care industry, and a benchmark in the non-direct-selling health care products industry.recently, The company's total operating income was RMB5.26 billion, up 20.94 percent from a year earlier, while operating profit was RMB470 million, down 142.21 percent from a year earlier, and total profit was RMB420 million, down 137 million yuan from a year earlier. Net income attributable to shareholders of listed companies was RMB360 million, down 135.51% from a year earlier, basic earnings per share was -0.24 yuan, down 134.78% from a year earlier, and the weighted average return on net assets was -6.50%, down 25.50 percentage points from a year earlier.for the huge losses, Mr Townsend said it was due to a modestly aggressive market strategy, in other words, affected by the e-commerce law, life-space Group Pty Ltd's performance in the Australian market in 2019 fell short of expectations, in accordance with the Corporate Accounting Standard 8 - Asset Impairment provisions, the company's The goodwill formed by the consolidated LSG was subject to impairment testing, with a provision of approximately RMB100,871 million for impairment of goodwill, approximately RMB56,177 million for impairment of intangible assets and approximately RMB168.53 million in deferred income tax liabilities.Founded in October 1995,Tangchen Bijian has rapidly grown into a leading brand and benchmark ingon of dietary supplements in China, and is the first AAA credit rating enterprise in China's health care industry.August 2010, international basketball superstar Yao Ming signed up to become an image spokesperson for Tangchen Bijian, who listed on the Shenzhen Stock Exchange GEM on December 15 of the same year.according to the financial report, some of the participating enterprises invested by Thomson Bijian are affected by economic environment, operating conditions and other factors, the business performance has not reached expectations, the deterioration of financial situation and other circumstances, in accordance with the "Enterprise Accounting Standard s. 8 - asset impairment" related provisions, the company of the relevant equity participation in the long-term equity investment inventory, and based on the principle of prudence, some of the long-term equity investment assets of the enterprises to reduce assets of about 102.12 million yuan.in fact, the root cause can be said to be due to poor management caused.10 years since its listing, The performance level of Mr. Tomson has been growing steadily. Operating income rose from RMB205 million in 2009 to RMB4,381 million in 2018, up 95.32 percent, while net profit rose by 94.81 percent from RMB52 million in 2019 to RMB1.002 billion in 2018.it is understood that, in addition to its own brand "Thomson", "Jianlido", "Jian-Ledo", "Natural Doctor" and other brands, the company through the acquisition of children's nutritional supplement brand "Penta-vite", the Australian probiotic brand "Life-Space."Tangchen Beijian is located in the dietary nutrition supplement industry, in China's development process is still short, across health food, ordinary food product set, but strictly speaking, this classification is different from ordinary food and medicine of the third category of products, generally as an auxiliary means of diet, used to supplement the human body needs amino acids, trace elements, vitamins, minerals and so on.generally speaking, the sales channels for dietary supplements include retailstores, mass-market retailing, medical staff sales, television shopping, radio sales, online sales and other channels. Direct sales are still the most important way of selling, accounting for about half of the share.but have to admit that marketing, advocacy of medicinal and other malformed sales patterns in China's dietary nutrition supplement industry still exists. Policy dividends are coming, the consumption structure is rapidly upgrading, the ideology of the Chinese people is gradually changing, which the dietary nutrition supplement industry to the development of the yang put forward a higher demand.November 27, 2018, the State Health Insurance Administration issued a notice on the "Temporary Measures for The Fraud of Medical Security Fund Reporting Incentives", which explicitly prohibits the purchase of non-medical items such as nutritional health care products with medical insurance cards, and prohibits the practice of medical insurance cashing, which adversely affects The offline channels of Thomson., retail sales of dietary fiber supplements (VDS) in Chinese pharmacies grew from 5.4% in 2017 to 2.3% in 2018 and 0.8% in 2019. Tangchen Peran 2019 domestic offline channel VDS growth rate of 20%, significantly surpassing the industry, but by increasing sales investment "squeezed growth" has no momentum.the slowdown in the growth of online and offline channels, The inventory of Mr. Tang's inventory has been rising year by year. In 2016-2019, inventories were 339 million, 422 million, 671 million, 742 million, and 2017-2019 inventory growth was 24.48 percent, 59.00 percent and 10.58 percent, respectively.with the tightening of health care card policy, mother and child stores divide the market share, so that Thomson BeeJian can be said to be the back of the enemy. Since 2015, the company's advertising sales costs have increased year after year, from 250 million in 15 years to 680 million in 18 years. 2019 is still the same, the marketing costs of Thomson's products alone cost 442 million yuan, an increase of more than 100% year-on-year.it's worth noting that, contrary to the throw of all the money in advertising marketing, Townsend's research and development investment in the product is simply pitiable. According to the 2019 half-year financial results data show: the company's product research and development costs of 51.526 million yuan, accounting for only 1.73% of total operating income, and advertising marketing expenditure in sharp contrast.is worth noting that the crazy money to advertise the Townsend, but has been repeatedly exposed to product problems. In March 2018, Tangchen Bijian was involved in the case for allegedly claiming that his products had the effect of treating diseases, violating the relevant provisions of the Advertising Law, the Interim Provisions on the Review of Health Food Advertising, and other relevant provisions; Calcium contains 22.7g/100g, 25g/100g below the marked value, and in 2019, a number of products for children add ingredients such as white sugar, fructose, fruit juice powder, etc. to improve taste. . . . Health care industry has always been a relatively sensitive industry, although careless lying will fall into the trap of MLM, but the country for the boundaries of the draw is very clear, so as long as the enterprise is not intentional and will not easily hit the red line.as to the next road of Tangchen Beijian how to go, still to see its specific performance.
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