Send away Sister Liu, this small talk made Shen Feng understand, it seems that he really has to find a fixed time every month to have a good chat with the three major gold anchors.

After all, standing at the forefront of consumption,

Taobao live broadcast is not stupid,

What is good to sell and what to push,

A proper market vane.

Let Li Nanjun sort out the industry report and send it up, and study the post-90s generation who stay up late while maintaining their health.

"This is the sea of medicine that everyone brings with me" Li Nanjun took out a purple box and displayed: "Melatonin helps sleep...... Vitamins to replenish physical strength...... Protein powder increases muscle density...... And grape seed ......"

Shen Feng looked at the colorful pills, there were six or seven kinds, and he was also drunk.

"Our company is very good, in the old club's side, getting off work at 11 or 2 o'clock at night is the basic operation, and a few of our sisters simply charter a special car for a long time, rather spend more money, I really can't stand one or two times squeezing the subway. ”

"The sense of ritual of eating health products is very important, and my first one started by making a cup of effervescent water. ”

Li Nanjun saw that the boss was very interested, and said with a smile: "After breakfast, take a tablet of complex vitamin B, spirulina tablets and grape seed extract tablets to improve immunity and anti-aging." After staring at the computer all morning between work, I need to take a blueberry eye protection pill and liver protection tablets. ”

"Drink a glass of dietary fiber powder after lunch to help with bowel movements, absorb oil and lose fat. ”

"I took two anti-sugar pills before going to bed at night, and I boiled it hard in the first two years, my complexion was dull and rough, and my pores were large, and then I could feel a lot more delicate and transparent after eating ...... anti-sugar pills."

"I believe it!"

Shen Feng nodded, I am willing to buy it if I have money, this kind of thing was originally a psychological comfort.

Looking at the soaring data of the research report, health care products have exceeded 220 billion last year, and this year it is claimed to be able to break 350 billion.

Especially for young products, it has come from behind, and has completely caught up with the elderly to become the leading boss!

This growth rate is still significantly lower than that of developed countries, where per capita spending on health care products last year was $30. while Australia reached $222 and the United States $219.

Japan and South Korea, which are closer to our consumption habits, have also spent on health care products per capita in US dollars.

At least five or six times more room to rise?

Another trillion market!

"The health care industry is divided into five major segments: vitamins and dietary supplements, traditional Chinese herbal health products, weight management, children's health and sports nutrition. ”

Li Nanjun analyzed: "From the industrial chain, it can be divided into upstream raw material producers, midstream brand producers and operators, and downstream channel providers. ”

"In the past, downstream channel providers controlled the largest right to speak, but with the strong rise of e-commerce and the continuous strengthening of supervision, traditional health care product distribution channels, such as direct sales, pharmacies and supermarkets, have been continuously weakened, and the status of brands in the industrial chain has gradually improved with this change. ”

"Among the five major domestic tracks, vitamins, minerals and dietary supplements, referred to as VMS, have the largest market share, accounting for more than 90% of the share. ”

"No Limit, Tomson By-Health, and Amway are the three leading players, accounting for 26% of the entire VMS market. ”

Shen Feng looked at the specific data, Tomson Beijian and Amway have always been old players, and they have been deeply involved in the industry for more than ten years.

"Weight management products are mainly divided into meal replacements, nutritional drinks, over-the-counter diet drugs, diet teas and dietary supplements, which is different from the fragmentation of the VMS market, with obvious head effects, ranking in the top three with a market share of 62%. ”

"Herbalife has a 47 percent market share, Abbott has 11 percent, and Thiel has a 4 percent. Herbalife's absolute advantage in the weight management market is the leader. ”

Li Nanjun has been with Shen Feng for so long, he has long been accustomed to the boss's investment style, he doesn't like to study specific data, and only focuses on track players

"As for the traditional health care products of Chinese herbal medicine, they have a huge mass base among the people, after all, the concept of food supplements is deeply rooted in the hearts of the people, but at the same time, it is also the most complex and changeable, and it is very difficult to develop. ”

"Finally, sports nutrition, which accounts for only 0.7% of the market, can be a very segmented track. ”

"The overall market started relatively late, and the sales scene has been limited to gyms and professional athletes for a long time. The head effect of the track is obvious, and the market share of the top three companies has reached 63.9%, and Xiwang Food is the leader. ”

Shen Feng put down the report, and he is still impressed by the time when his aunt from his mother's unit came to sell Amway dish soap, and even the teacher sold protein powder after the parent-teacher meeting.

I have to have this set of direct selling logic, in fact, it is in the same vein as the current social e-commerce and private domain traffic play, which is to promote products on a large scale through acquaintance networks and social trust.

While saving marketing expenses and increasing consumer stickiness, it also gives back to consumers and direct sales representatives by removing middlemen and lowering prices.

Brainwashing,

Lots of credit!

"After the brutal growth of mixed fish and dragons, the industry has gradually been standardized under the severe crackdown of the state in recent years. ”

Li Nanjun said: "The first is sold as ordinary food, in this case, enterprises only need to meet the QS food safety standards to obtain QS food circulation certification and carry out terminal sales. ”

"The second is to be sold as a health food, which needs to obtain the registration approval issued by the State Food and Drug Administration, commonly known as the blue hat.

"The cost of wanting to wear a hat is extremely high, and the certification cycle of each single product is at least three or four years, and it takes more than one million yuan to be successful, which is of course an important barrier for overseas giants to enter the domestic offline market. ”

"Now for the middle-aged and elderly, the products are mainly protein powder, calcium, vitamins, and intestinal cleansing, and the gross profit of Chinese and Western patent medicines in pharmacies is only 35%, while health care products are 60% or 70%!"

Four words white: beautiful economy.

After reading the report, Shen Feng said that Sister Liu was right, the dietary fiber, which focuses on regulating intestinal function and weight management, ranked among the top two most popular health products in the Tao system.

Vitamin C, which focuses on whitening effects, collagen that firms the skin, and grape seed, which is antioxidant, have all entered the Top 10 list.

Even the health supplements that are rising in popularity the fastest are closely related to the demand for beauty.

Especially those delicious, easy-to-absorb, and burden-free health care snacks, such as vitamins, gummies, and probiotic jellies, have ushered in explosive growth among consumers after the Ninth Five-Year Plan.

"I feel that the concentration of the health care products market is relatively high, and the degree of product refinement is low, especially the local health care brands that specialize in the needs of the young market are almost blank. ”

Li Nanjun said seriously: "Coupled with the rapid expansion of e-commerce channels, all factors provide unlimited possibilities for new consumer enterprises. ”

Shen Feng agrees with this method, but there are also many problems. The biggest challenge is how to increase the credibility of the industry?

Improve standardization, product quality and transparency. After all, in the past ten years, there was information asymmetry, all kinds of false propaganda, and mixed product quality......

Not to mention a black sheep like Kwon Jian!

Health care products are still the representative of the IQ tax in the hearts of the public, and even if some people want to believe it, they will choose foreign brands, which are huge obstacles for local brands.