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,在市場巨大的份額吸引下,各大品牌激(ji)烈競爭(zheng),都(dou)想占領(ling)一席之(zhi)地,線上銷(xiao)售也必然成為(wei)新(xin)的戰場。
保健營養品發展現狀:
國內的保健(jian)品市場存有不(bu)(bu)少問題,首先,大多數保健(jian)品企(qi)業目標人群(qun)(qun)是老年(nian)人,客戶群(qun)(qun)體有限,導致競爭(zheng)激烈,而且產品單一(yi),忽略了(le)其他(ta)如嬰(ying)幼兒、健(jian)身(shen)運動等細分人群(qun)(qun)的需求(qiu),發展不(bu)(bu)平衡(heng)。
其次,保(bao)(bao)健品市場(chang)初期(qi)發展過程中,出現了(le)(le)大量(liang)虛假廣(guang)告、夸大食(shi)用效果、產品以次充好(hao)等現象,給消費者留下極(ji)不好(hao)的影響,影響了(le)(le)行業健康發展;最后則(ze)是監(jian)管(guan)不到位,監(jian)管(guan)體系不完善,使得(de)國內保(bao)(bao)健品市場(chang)亂象叢生(sheng)。
國(guo)(guo)(guo)產保(bao)健(jian)品市(shi)(shi)(shi)場(chang)的混(hun)亂不堪,讓國(guo)(guo)(guo)外進口的保(bao)健(jian)品在海淘市(shi)(shi)(shi)場(chang)及跨境電商中(zhong)發展火熱(re),來自全球各(ge)地的保(bao)健(jian)品企(qi)業紛(fen)(fen)紛(fen)(fen)進軍中(zhong)國(guo)(guo)(guo)市(shi)(shi)(shi)場(chang)。但國(guo)(guo)(guo)外品牌進入(ru)中(zhong)國(guo)(guo)(guo)市(shi)(shi)(shi)場(chang)并(bing)不易,線(xian)下渠道的審批壁壘導(dao)致(zhi)國(guo)(guo)(guo)內市(shi)(shi)(shi)場(chang)的進入(ru)難(nan)度依然很(hen)高(gao)。為(wei)獲取CFDA“藍帽子”,海外品牌平均需要為(wei)每個SKU支(zhi)付50-100萬的成本,且審批時長高(gao)達1-2年。
先對保健(jian)(jian)品在電(dian)子商務(wu)平臺的銷售(shou)前景,來一個直觀的感受(shou)——根據中國(guo)產業調研網的數據,到2020年,中國(guo)保健(jian)(jian)消費品市(shi)場規(gui)模(mo)有望超過4000億元,而以屆時(shi)保健(jian)(jian)品的線上容量將為30%份額(e)計算,線上市(shi)場的規(gui)模(mo)在1200億元以上,而目前,中國(guo)保健(jian)(jian)品線上銷售(shou)占零售(shou)額(e)總(zong)額(e)的比(bi)例(li)是4.8%。
雖然(ran)現(xian)在是保健品(pin)電商的(de)(de)藍海,但(dan)少有聽說自(zi)有平臺比較成功的(de)(de),而借助電商的(de)(de)合作情況也難如人意,多數只起到品(pin)牌宣傳的(de)(de)作用,其所在企(qi)業電商業務并(bing)不盈利,而是只能(neng)納入(ru)整(zheng)個營銷系(xi)統來衡量業績。
保健品目前面臨的最本質問題是信任危機,即國內保健品得(de)不到消費(fei)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。保健品(pin)(pin)牌要想獲得消費者(zhe)的(de)(de)(de)認可(ke),有(you)三點必(bi)(bi)須(xu)做(zuo)到(dao)(dao)。首先保健產品(pin)(pin)必(bi)(bi)須(xu)是正規(gui)的(de)(de)(de),對人們身體(ti)健康無(wu)害的(de)(de)(de)產品(pin)(pin),讓顧客放心且符(fu)合(he)國家規(gui)范(fan)的(de)(de)(de)保健食品(pin)(pin);其次是保健品(pin)(pin)廣(guang)告,必(bi)(bi)須(xu)保健品(pin)(pin)策(ce)劃為先,找尋突破。只(zhi)有(you)保健品(pin)(pin)策(ce)劃方案(an)成功(gong)突破,才能得到(dao)(dao)市場和消費者(zhe)的(de)(de)(de)認可(ke)從而得到(dao)(dao)合(he)理(li)的(de)(de)(de)利潤。最后,一個(ge)好(hao)的(de)(de)(de)企(qi)業(ye)和一個(ge)好(hao)的(de)(de)(de)產品(pin)(pin),再加(jia)上成功(gong)的(de)(de)(de)保健品(pin)(pin)策(ce)劃,整個(ge)系統(tong)需要一個(ge)完備、統(tong)一的(de)(de)(de)管理(li)理(li)念,讓所有(you)的(de)(de)(de)事情(qing)都能有(you)條不(bu)紊的(de)(de)(de)進行(xing)下去,這樣才會得到(dao)(dao)好(hao)的(de)(de)(de)效益。
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28.98%(1162家) |
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13.67%(548家) |
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17.96%(720家) |
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7.61%(305家) |
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1.87%(75家) |
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1.42%(57家) |
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27.54%(1104家) |
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7.03%(282家) |
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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)站數據庫(ku)共收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)4009家(jia)(jia),其中品牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占(zhan)總比最多,達(da)到1162家(jia)(jia),其次為(wei)小品牌(pai)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)1104家(jia)(jia),京東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)720家(jia)(jia),京東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)548家(jia)(jia),拼(pin)多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)305家(jia)(jia),品牌(pai)特許(xu)(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)282家(jia)(jia),唯品會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)104家(jia)(jia),蘇寧(ning)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)75家(jia)(jia),京東(dong)特許(xu)(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)72家(jia)(jia),蘇寧(ning)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)57家(jia)(jia),品牌(pai)商(shang)城收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)8家(jia)(jia)。
小(xiao)編認(ren)(ren)(ren)為,相(xiang)對(dui)于國(guo)外保(bao)(bao)健(jian)品(pin)成熟的(de)(de)剛需(xu)消費市(shi)(shi)場,中國(guo)保(bao)(bao)健(jian)食(shi)品(pin)長期以來并不被消費者認(ren)(ren)(ren)同(tong)和重視,一(yi)旦(dan)消費者認(ren)(ren)(ren)同(tong)保(bao)(bao)健(jian)食(shi)品(pin)為日(ri)(ri)常剛需(xu)產(chan)(chan)品(pin),保(bao)(bao)健(jian)產(chan)(chan)品(pin)將(jiang)日(ri)(ri)趨大眾(zhong)化,對(dui)其(qi)的(de)(de)需(xu)求將(jiang)也將(jiang)得到進一(yi)步的(de)(de)釋放,市(shi)(shi)場發展空間極大。保(bao)(bao)健(jian)品(pin)企業應回(hui)歸(gui)產(chan)(chan)品(pin)本質,重塑自身(shen)品(pin)牌價值,共同(tong)改善市(shi)(shi)場環(huan)境(jing),讓消費者對(dui)國(guo)產(chan)(chan)保(bao)(bao)健(jian)品(pin)重拾(shi)信心。