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(shi)場巨大的(de)份額吸引下,各大品(pin)牌激(ji)烈競爭,都想占領一席之(zhi)地,線上銷售也必然成為(wei)新(xin)的(de)戰場。
保健營養品發展現狀:
國內的保健(jian)品(pin)市場存(cun)有不(bu)少問題,首先(xian),大多數(shu)保健(jian)品(pin)企業目標人群是(shi)老年人,客戶群體有限,導(dao)致競(jing)爭激烈,而(er)且產品(pin)單(dan)一(yi),忽略了其他如嬰(ying)幼兒、健(jian)身運動等細(xi)分人群的需求,發展不(bu)平衡(heng)。
其次,保健品(pin)市(shi)(shi)場初期發(fa)展過程中,出現了大量虛假廣(guang)告、夸大食(shi)用效果、產品(pin)以(yi)次充好等現象(xiang),給消費者留下(xia)極不(bu)好的影響,影響了行業健康(kang)發(fa)展;最后則(ze)是監(jian)管(guan)(guan)不(bu)到位(wei),監(jian)管(guan)(guan)體(ti)系不(bu)完善,使得(de)國內(nei)保健品(pin)市(shi)(shi)場亂象(xiang)叢生(sheng)。
國產(chan)保健品市(shi)(shi)場的(de)混亂不堪(kan),讓國外(wai)進(jin)口的(de)保健品在海(hai)淘市(shi)(shi)場及跨境(jing)電商中發展火熱,來自全球各地的(de)保健品企業(ye)紛紛進(jin)軍中國市(shi)(shi)場。但國外(wai)品牌進(jin)入中國市(shi)(shi)場并不易,線(xian)下(xia)渠道(dao)的(de)審批(pi)壁壘導致國內市(shi)(shi)場的(de)進(jin)入難度依然很(hen)高(gao)。為獲取(qu)CFDA“藍帽子”,海(hai)外(wai)品牌平均(jun)需要為每個(ge)SKU支付50-100萬(wan)的(de)成本,且審批(pi)時長(chang)高(gao)達1-2年。
先(xian)對保(bao)健品在電(dian)子商(shang)務平臺的銷售(shou)前景,來一個直(zhi)觀(guan)的感受——根據中國(guo)產業(ye)調研(yan)網的數(shu)據,到2020年,中國(guo)保(bao)健消費(fei)品市場(chang)規模有望超過4000億元(yuan),而以(yi)屆時保(bao)健品的線上容量將(jiang)為30%份額計(ji)算(suan),線上市場(chang)的規模在1200億元(yuan)以(yi)上,而目前,中國(guo)保(bao)健品線上銷售(shou)占(zhan)零售(shou)額總額的比例是4.8%。
雖然現(xian)在是保健品電(dian)商的藍(lan)海,但少有(you)聽說自有(you)平臺比較成功的,而借助電(dian)商的合作情況(kuang)也難如人(ren)意,多數只起(qi)到品牌(pai)宣(xuan)傳(chuan)的作用,其(qi)所在企業(ye)電(dian)商業(ye)務并不盈利(li),而是只能納入整(zheng)個(ge)營銷系統(tong)來衡量業(ye)績。
保健品目前面臨的最本質問題是信任危機,即國內保健品得不到消(xiao)費者認(ren)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(jian)(jian)品(pin)(pin)牌要想(xiang)獲得(de)消(xiao)費者的(de)(de)認可(ke),有(you)三點必須(xu)做(zuo)到(dao)(dao)。首先保(bao)(bao)健(jian)(jian)產(chan)品(pin)(pin)必須(xu)是正規(gui)的(de)(de),對人們身體健(jian)(jian)康無害的(de)(de)產(chan)品(pin)(pin),讓顧客放心且符合(he)(he)國家規(gui)范的(de)(de)保(bao)(bao)健(jian)(jian)食品(pin)(pin);其次是保(bao)(bao)健(jian)(jian)品(pin)(pin)廣(guang)告,必須(xu)保(bao)(bao)健(jian)(jian)品(pin)(pin)策(ce)(ce)劃為(wei)先,找尋(xun)突破。只(zhi)有(you)保(bao)(bao)健(jian)(jian)品(pin)(pin)策(ce)(ce)劃方案成(cheng)功突破,才能得(de)到(dao)(dao)市場和(he)消(xiao)費者的(de)(de)認可(ke)從而得(de)到(dao)(dao)合(he)(he)理(li)的(de)(de)利(li)潤。最后,一個好(hao)的(de)(de)企業和(he)一個好(hao)的(de)(de)產(chan)品(pin)(pin),再加(jia)上成(cheng)功的(de)(de)保(bao)(bao)健(jian)(jian)品(pin)(pin)策(ce)(ce)劃,整個系統(tong)需要一個完備、統(tong)一的(de)(de)管理(li)理(li)念,讓所有(you)的(de)(de)事情都能有(you)條(tiao)不(bu)紊(wen)的(de)(de)進行(xing)下去,這(zhe)樣才會得(de)到(dao)(dao)好(hao)的(de)(de)效(xiao)益。
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)(wang)(wang)(wang)站數(shu)據庫共(gong)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)4009家(jia)(jia)(jia)(jia),其(qi)中品(pin)牌(pai)(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占(zhan)總比最多,達到1162家(jia)(jia)(jia)(jia),其(qi)次(ci)為(wei)(wei)(wei)小品(pin)牌(pai)(pai)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1104家(jia)(jia)(jia)(jia),京東(dong)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)720家(jia)(jia)(jia)(jia),京東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)548家(jia)(jia)(jia)(jia),拼(pin)多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)305家(jia)(jia)(jia)(jia),品(pin)牌(pai)(pai)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)282家(jia)(jia)(jia)(jia),唯品(pin)會(hui)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)104家(jia)(jia)(jia)(jia),蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)75家(jia)(jia)(jia)(jia),京東(dong)特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)72家(jia)(jia)(jia)(jia),蘇(su)寧旗(qi)(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)57家(jia)(jia)(jia)(jia),品(pin)牌(pai)(pai)商城收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)8家(jia)(jia)(jia)(jia)。
小(xiao)編認(ren)為(wei),相對(dui)于國外保健(jian)品成熟的(de)剛需消(xiao)費市場(chang),中國保健(jian)食品長(chang)期以來并不(bu)被消(xiao)費者認(ren)同(tong)和重(zhong)視,一(yi)旦(dan)消(xiao)費者認(ren)同(tong)保健(jian)食品為(wei)日(ri)常剛需產品,保健(jian)產品將日(ri)趨大眾化(hua),對(dui)其的(de)需求將也(ye)將得(de)到進(jin)一(yi)步的(de)釋放,市場(chang)發(fa)展空(kong)間極大。保健(jian)品企業應回(hui)歸產品本質,重(zhong)塑(su)自身(shen)品牌(pai)價值,共同(tong)改善市場(chang)環境,讓消(xiao)費者對(dui)國產保健(jian)品重(zhong)拾信心。