隨著人們生活水平逐漸提高，對健康的重視程度也越來越高。不少人在健康觀念上由“有病才就醫”慢慢轉變為“未病先預防”，這樣的觀念改變使得保健品需求近年來不斷增長，呈現出一片火熱的氣象。這對于保健品電商發展是不可多得的機遇，中國保健品市場空間巨大，但國內保健品市場的發展卻不盡人意。伴隨“十三五”期間食品藥品政策革新，“大健康”這一老概念被賦予了新內涵，在市場巨(ju)大的份額吸引(yin)下(xia)，各大(da)品(pin)牌(pai)激(ji)烈(lie)競爭(zheng)，都想占領(ling)一席(xi)之地(di)，線上(shang)銷售(shou)也(ye)必然成為新的戰(zhan)場。
保健營養品發展現狀：
國內的保(bao)(bao)健品(pin)市場存有不少問題，首先，大多(duo)數保(bao)(bao)健品(pin)企業目標人群(qun)是老年人，客戶群(qun)體有限，導致競(jing)爭激烈，而且產品(pin)單一，忽(hu)略了其他如(ru)嬰幼兒、健身運動等細分(fen)人群(qun)的需(xu)求，發展不平(ping)衡(heng)。
其次，保健品市場初期發展(zhan)過程(cheng)中(zhong)，出現了大量虛(xu)假(jia)廣告、夸大食用效(xiao)果、產品以(yi)次充(chong)好(hao)等(deng)現象，給消費者留下極不好(hao)的影(ying)響(xiang)，影(ying)響(xiang)了行業(ye)健康(kang)發展(zhan);最后則(ze)是監管不到位，監管體系不完(wan)善，使得國內保健品市場亂象叢生。
國(guo)(guo)(guo)(guo)產(chan)保(bao)健(jian)品(pin)(pin)市場的(de)混亂(luan)不堪，讓國(guo)(guo)(guo)(guo)外進(jin)口的(de)保(bao)健(jian)品(pin)(pin)在海淘(tao)市場及跨境電商中(zhong)發展(zhan)火熱，來自全球各(ge)地的(de)保(bao)健(jian)品(pin)(pin)企業紛紛進(jin)軍中(zhong)國(guo)(guo)(guo)(guo)市場。但(dan)國(guo)(guo)(guo)(guo)外品(pin)(pin)牌(pai)進(jin)入(ru)(ru)中(zhong)國(guo)(guo)(guo)(guo)市場并不易，線下渠(qu)道的(de)審(shen)批壁壘(lei)導致國(guo)(guo)(guo)(guo)內市場的(de)進(jin)入(ru)(ru)難度(du)依(yi)然很高(gao)。為獲取CFDA“藍帽子”，海外品(pin)(pin)牌(pai)平均需要為每個SKU支付50-100萬(wan)的(de)成本，且審(shen)批時長高(gao)達1-2年。
先(xian)對保健品(pin)在電(dian)子商務平臺的(de)銷(xiao)售(shou)(shou)前景，來一個直觀(guan)的(de)感受——根(gen)據中國產(chan)業調研網的(de)數據，到2020年，中國保健消費(fei)品(pin)市場(chang)(chang)規模有望超過4000億(yi)元，而以屆時保健品(pin)的(de)線上(shang)(shang)容量(liang)將為30%份額計算，線上(shang)(shang)市場(chang)(chang)的(de)規模在1200億(yi)元以上(shang)(shang)，而目前，中國保健品(pin)線上(shang)(shang)銷(xiao)售(shou)(shou)占零售(shou)(shou)額總額的(de)比例是4.8%。
雖然(ran)現(xian)在是保健品(pin)電商的藍海(hai)，但少有(you)(you)聽(ting)說自有(you)(you)平臺(tai)比較成功(gong)的，而(er)借助電商的合作情況也難(nan)如人意，多(duo)數(shu)只起(qi)到品(pin)牌宣傳的作用，其所在企業電商業務(wu)并(bing)不(bu)盈利，而(er)是只能納(na)入整個營銷系統(tong)來(lai)衡量業績。
保健品目前面臨的最本質問題是信任危機，即(ji)國內保健品得不到消費者認可，從而導致與五年前相比，廣告的效果嚴重下降。使保健品廠家陷入尷尬境地：不投廣告，肯定賣不動；投了廣告，也不一定賣得動，搞得不好賠了夫人又折兵，進而對保健品策劃失去信心。保(bao)(bao)健品牌要(yao)想(xiang)獲得消費者的(de)(de)認(ren)可(ke)，有(you)(you)三點必須(xu)做到(dao)(dao)。首先保(bao)(bao)健產品必須(xu)是正規的(de)(de)，對人(ren)們身體健康無害的(de)(de)產品，讓顧客放(fang)心且(qie)符合國家規范的(de)(de)保(bao)(bao)健食品；其次是保(bao)(bao)健品廣告，必須(xu)保(bao)(bao)健品策劃(hua)(hua)為先，找(zhao)尋突破(po)。只有(you)(you)保(bao)(bao)健品策劃(hua)(hua)方案成功突破(po)，才能得到(dao)(dao)市(shi)場和消費者的(de)(de)認(ren)可(ke)從(cong)而得到(dao)(dao)合理的(de)(de)利潤。最(zui)后，一(yi)(yi)(yi)個(ge)好(hao)的(de)(de)企業(ye)和一(yi)(yi)(yi)個(ge)好(hao)的(de)(de)產品，再加上成功的(de)(de)保(bao)(bao)健品策劃(hua)(hua)，整個(ge)系(xi)統需要(yao)一(yi)(yi)(yi)個(ge)完備、統一(yi)(yi)(yi)的(de)(de)管理理念，讓所有(you)(you)的(de)(de)事情(qing)都能有(you)(you)條(tiao)不(bu)紊(wen)的(de)(de)進(jin)行下去，這樣(yang)才會得到(dao)(dao)好(hao)的(de)(de)效益。
 |
28.98%（1162家） |
 |
13.67%（548家） |
 |
17.96%（720家） |
 |
7.61%（305家） |
 |
1.87%（75家） |
 |
1.42%（57家） |
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27.54%（1104家） |
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7.03%（282家） |
 |
1.80%（72家） |
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2.59%（104家） |
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0.20%（8家） |
2021年網(wang)(wang)(wang)站數據(ju)庫共收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)4009家(jia)，其中(zhong)品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多，達到1162家(jia)，其次為(wei)(wei)(wei)(wei)小品(pin)牌(pai)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)1104家(jia)，京(jing)東(dong)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)720家(jia)，京(jing)東(dong)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)548家(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)305家(jia)，品(pin)牌(pai)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)282家(jia)，唯(wei)品(pin)會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)104家(jia)，蘇(su)寧(ning)自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)75家(jia)，京(jing)東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)72家(jia)，蘇(su)寧(ning)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)57家(jia)，品(pin)牌(pai)商城收(shou)(shou)(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)8家(jia)。
小編認(ren)為，相對(dui)(dui)于國外保(bao)健品(pin)成熟的剛(gang)(gang)需消費市(shi)(shi)場，中國保(bao)健食(shi)品(pin)長期(qi)以來并不被(bei)消費者認(ren)同(tong)和重視，一旦消費者認(ren)同(tong)保(bao)健食(shi)品(pin)為日(ri)常剛(gang)(gang)需產(chan)(chan)品(pin)，保(bao)健產(chan)(chan)品(pin)將(jiang)(jiang)日(ri)趨大眾化，對(dui)(dui)其的需求將(jiang)(jiang)也將(jiang)(jiang)得到進一步的釋放，市(shi)(shi)場發展(zhan)空間極大。保(bao)健品(pin)企業應回歸產(chan)(chan)品(pin)本質，重塑自身品(pin)牌(pai)價(jia)值，共同(tong)改善市(shi)(shi)場環境，讓消費者對(dui)(dui)國產(chan)(chan)保(bao)健品(pin)重拾(shi)信心。
湯臣倍健
養生堂
東阿阿膠
善存
鈣爾奇
同仁堂
健安喜
21金維他
京潤
