Market weakness of health care products

first, the product positioning is unclear. Generally, when health care products are launched in the market, it is necessary to have differentiated demands and make a unique commitment to consumers' interests. However, many health care products in the market are unknown in identity and function, and take sub-health as the appeal point, and the scope of health care efficacy is too wide, the concept is vague, and there is no clear market positioning and specific consumer groups.

second, the selling points are scattered, the publicity is weak, and the efficacy propaganda is vague. There is no effective combination of marketing and advertising, and there is no overlapping advantage. Another part of enterprises leave the market and choose their selling points with self-identification and self-appreciation. Let's read a story: this day, my husband bought a stainless steel cooker and put away the aluminum cooker. The wife asked why, and the husband said that he read in a newspaper that aluminum cookware is easy to cause Alzheimer's disease. But the next day, the husband used aluminum products again and put the stainless steel on hold. The wife didn't understand. The husband explained that according to the newspaper, stainless steel contains nickel, which may cause cancer. On the contrary, the probability of dementia caused by aluminum products is very low and can be ignored. After listening to this, the wife said, "Then let's sell the stainless steel?" The husband replied, "No, let's see what the newspaper says tomorrow." Although this is a humorous joke, we can see from the side that people's health care awareness has changed from passive health care (taking injections and taking medicine after illness) to active health care (preventing in advance), and advertising has long been an indispensable part of guiding consumption and plays an increasingly important role, but "false propaganda" and the phenomenon of emphasizing products over quality are still common in health care industry.

third, "concept hype", mystifying. Words such as "nanotechnology" and "major breakthrough in bio-genetic engineering in the 21st century" are always popping up in advertisements, which are soaring sky-high prices and profiteering. The wrong concept hype is equivalent to putting an inappropriate coat on a brand or product. For such concept hype, consumers feel "mysterious", which has no scientific basis and cannot withstand scrutiny. The author thinks that the manufacturers and distributors in health care industry should know that concept hype is only a bridge between the market and the brand. Although concept hype is indeed an invisible weapon with great lethality, the concept is a popular thing, which can conquer the world for the brand, but it cannot protect the world. Protecting the world depends on products, quality and management.

fourth, the price is outrageous, blindly following the trend. According to the survey, the retail price of general health care products for educational purposes is mostly between 4-1 yuan. However, there is a product in the Beijing market, which costs 196 yuan if you take it for 15 days. How can people afford such expensive consumption? And each product has its own life cycle, and a single product idea is naive, and blindly following without brand concept will not work either. When a large number of calcium supplements are popular, products that supplement zinc, blood, iron and various trace elements follow. What products can last forever?

Fifth, superstitious investment promotion and irregular sales. According to statistics, at present, there are many enterprises engaged in the production of health care products in China, and the investment scale is generally low. Only 1.45% of the enterprises have a total investment of more than 1 million yuan, and most enterprises have an investment scale of less than 1 million yuan. This shows that small and medium-sized enterprises account for the absolute majority of health care products production enterprises, and there are few large-scale enterprises. A survey of 453 domestic health care products enterprises in 12 provinces and cities shows that the average investment in machinery and equipment is 2.14 million yuan, among which small enterprises only have production equipment worth 1, yuan, and the enterprises are not strong enough, so they hope to attract investment to avoid market risks, but the success rate is often very low. Even if the investment is successful, the dealer can't give up other products with competitive advantages and choose to invest more energy to make unnecessary sacrifices, but directly put the products in the cold. Secondly, even if the product has its own advantages, it may get temporary benefits in the immediate future, but in the long run, it will lose the brand and corporate image.