-Take the investigation of nucleic acid health products as an example.
Through the investigation of nutrition and health products in China, we know that according to the main functional components, it can be divided into nucleic acid, protein and amino acid, and according to the use, it can be divided into health food, health medicine, health cosmetics and health products.
Health-care drugs are natural drugs with rich nutrition and food-oriented, so they should be used in combination with treatment and not blindly. The consumption habits and motives of nucleic acid health care products consumers were analyzed.
1. Propose the theme
With the improvement of living standards, people pay more and more attention to nutrition and health care products. Some manufacturers have targeted this market and constantly introduced nutritional products such as vitamins and lecithin. Now even nucleic acid health products are on the market. So we also want to know the nucleic acid knowledge of pharmacies and supermarkets near our home, so our team members made a report on "Houjie Nutrition and Health Products Survey".
2. Purpose of investigation
2. 1 Main ways to understand health care products
2.2 understand some kinds of nucleic acid health care products and their instructions.
2.3 Understand the Houjie market environment and the prospect forecast of some nucleic acid health products.
2.4 Analysis of consumer behavior characteristics of some nucleic acid health products
2.5 Analysis of buying habits and understanding of the elimination of business promotion
2.6 On this basis, we advocate that people should treat nucleic acid health products with a correct attitude, not be deceived by some false advertisements, and have a new understanding of nucleic acids.
3. Investigation method and process
3. 1 investigation method: consulting information and field investigation.
3.2 Investigation process
3.2. 1 data collection.
Get relevant information through the Internet, libraries, bookstores and other channels.
On-the-spot investigation in Houjie China Resources Super Plaza, collecting nucleic acid types and instructions,
Interview a health care product waiter in Houjie China Resources Plaza to learn about the market situation of nucleic acid health care products. By filling in the form, we can know the different amounts of nucleic acid health products used by different families.
3.2.2 Organize and analyze data.
Students in the group work together to analyze the data collected in the previous stage, input the relevant data into the computer, and analyze, summarize and summarize the data and materials by using excel, word and other software. Discuss some situations of nucleic acids in the market.
3.2.3 Write the investigation report.
4. Results of the survey
4. 1 definition of health care products
At present, the definition of health care products in China is: a kind of food that has the function of regulating human physiology, is suitable for specific people to eat, and does not aim at treatment. This kind of food not only has the nutritional and sensory functions (color, fragrance, taste and shape) of ordinary food, but also has the third function of food that ordinary food does not have or does not emphasize, that is, the function of regulating human physiological activities, so it is called "health food".
There are countless health products on the market now, which can be roughly divided into nucleic acid, protein and amino acid according to their main functional components, and health food, health medicine, health cosmetics and health products according to their uses.
Health products have food properties, such as tea, wine, bee products, drinks, soup, fresh fruit juice, medicated diet and so on. And there are requirements for color, fragrance, shape and quality, but generally there is no requirement for dosage. Health food refers to food with certain health care function. Health-care drugs are nutritious food natural drugs and should be used in combination with treatment. There are requirements for usage and dosage, such as drugs with the word "Jian" at present. Health cosmetics have the nature of cosmetics, which are not only slightly modified locally, but also have the functions of transdermal absorption and oral administration for external use, such as health perfume, cream, mouthwash and so on. Health care products have the nature of daily necessities, such as fitness equipment, massagers, magnetized water devices, health care sachets, clothes, shoes and hats, summer sleeping mats, etc.
4.2 Health care products information dissemination channels
Television is the biggest source of information for consumers. Because of its strong media orientation and intuition, TV advertising has become the most acceptable media advertising form for consumers. For the choice of health care products, the description of symptoms in TV advertisements will guide consumers to choose according to their own situation and find the fit point between their products and consumers' needs.
4.3 Types and Instructions of Nucleic Acid Health Care Products
People concerned remind consumers that at present, ten kinds of nucleic acid health foods have been approved by the Ministry of Health, and their health functions are limited to immunomodulation, anti-fatigue, memory improvement and anti-aging.
The nucleic acid health foods approved by the Ministry of Health include Hengda nucleic acid oral liquid, Polkin nucleic acid beverage, Zhengzi brand nucleic acid capsule, Chinese and Western Li Xinsheng brand nucleic acid capsule, Zhen 'ao nucleic acid capsule, Zhen 'ao nucleic acid oral liquid, Yuandi brand Rudy nucleic acid oral liquid, Antai nucleic acid oral liquid, Yulin brand Yushe nucleic acid capsule and Lefusai brand Jingzun nucleic acid tablet.
The following is a detailed introduction of these nucleic acid health products:
① Zhen 'ao nucleic acid capsules
The main raw materials are mung beans, adzuki beans, cowpeas and black beans.
Functional component nucleic acid (DNA+RNA)≥200mg/ granule.
Health care and immune regulation
Suitable for people who are weak, sickly and have low immunity.
Not suitable for people: gout patients
How to eat: Adults take 2 ~ 3 capsules twice a day.
Product Description of Zhen 'ao Nucleic Acid Capsule
This product is made from mung bean, red bean, cowpea and black bean by modern technology. It contains nucleic acid, a functional component, and has the health care function of immunomodulation.
② Hengda nucleic acid oral liquid
The main raw materials are ribonucleic acid (RNA), vitamin C and honey.
Functional component RNA ≥ 10 mg/ml.
Immune regulation of health care function
Suitable for people of all ages except infants.
Dosage and eating method: 2 bottles a day, and the health care effect is better if you take it continuously.
Hengda nucleic acid oral liquid product description
Hengda nucleic acid oral liquid is a new health food refined by modern bioengineering technology and advanced production technology.
Nucleic acid is the material basis of life and genetic genes, which can promote the synthesis of protein and enhance the function of immune system. Functional tests show that this product can effectively regulate humoral immunity and nonspecific immunity, thus improving the body's disease prevention ability and strengthening the body.
③ Polkin nucleic acid beverage.
The main raw materials are honey, ribonucleic acid, vitamin C and stevioside.
Active ingredients and content: RNA1g per 100ml.
Health care and immune regulation
Suitable for the elderly, the weak and the immunocompromised.
People who are not suitable for gout patients
Dosage and eating method: Take orally, once in the morning and once in the evening, each time 10ml.
Product description of poligold nucleic acid beverage
This product takes ribonucleic acid as the main raw material, and it has been proved to have the health care function of immunomodulation by functional tests.
④ Positive molecular brand nucleic acid capsules
The main raw materials are nucleic acid, pollen and vitamin C.
Effective components and content of nucleic acid: DNA≥8% RNA≥ 17%.
Health care and immune regulation
Suitable for people with weak constitution and low immunity.
Dosage and method of eating: 2 ~ 4 capsules, three times a day, half capsules for children, after meals.
Precautions 1. Drink plenty of water after meals to facilitate absorption; 2. People who are allergic to pollen should use it with caution.
Product Description of Positive Molecular Brand Nucleic Acid Capsule
This product is a health food refined from nucleic acid as the main raw material, pollen as the auxiliary material, vitamins and other nutrients. Functional tests show that this product has the health care function of immune regulation and can enhance human resistance. This product is a natural health food, which contains no stimulants and hormones and can be eaten for a long time.
⑤ Chinese and Western Li Xinsheng brand nucleic acid capsules.
The main raw materials are nucleic acid, pollen and vitamin C.
Effective components and content of nucleic acid: DNA ≥ 8% RNA ≥ 17%.
Health care and immune regulation
Suitable for people with low immunity.
Not suitable for gout patients.
Dosage and administration method: 2 ~ 4 capsules, three times a day, half capsules for children, and drink plenty of water after meals to facilitate absorption.
Product Description of Chinese and Western Li Xinsheng Brand Nucleic Acid Capsule
This product is a health food with nucleic acid, pollen and vitamin C as the main raw materials. Functional tests show that this product has the health care function of immunomodulation.
⑥ Yuan Di Rudi nucleic acid oral liquid.
Main raw materials: nucleic acid, vitamin C.
Active ingredients and content: nucleic acid ≥35 mg per kloc-0/ml.
Immune regulation of health care function.
Suitable for people with low immunity.
Not suitable for gout patients.
How to eat and how much to take orally, 2 capsules a day, shake well before taking.
Main raw materials: nucleic acid, vitamin C.
Active ingredients and content: nucleic acid ≥35 mg per kloc-0/ml.
Immune regulation of health care function.
Suitable for people with low immunity.
Not suitable for gout patients.
How to eat and how much to take orally, 2 capsules a day, shake well before taking.
Product Description of Yuan Di Rudi Nucleic Acid Oral Liquid
This product is a health food with nucleic acid and vitamin C as the main raw materials. Functional tests have proved that it has the health care function of immune regulation.
⑦ Antai nucleic acid capsules
The main raw material is pig pancreas.
Every 100g contains: mixture of nucleotides and oligonucleotides ≥5.5g, total nitrogen ≥6.5g and amino nitrogen ≥ 2.5g. ..
Immune regulation of health care function.
Suitable for people with low immunity.
Not suitable for gout patients.
How to eat and how much to eat, 3 times a day, 2 capsules each time.
Precautions: This product cannot replace medicine.
Antai nucleic acid capsule product description
This product is a health food with pig pancreas as the main raw material. Functional tests prove that this product has immunomodulatory effect.
The health care function of festivals.
8 Yulin brand Yulin nucleic acid capsules
Main raw materials: nucleic acid, vitamin C.
Effective components and content: nucleic acid ≥200mg/ granule.
Immune regulation of health care function.
Suitable for people with low immunity.
Not suitable for gout patients.
How to eat, how much to eat: two capsules twice a day, each time.
Precautions: This product cannot replace medicine.
Yulin brand Yulin nucleic acid capsule product description
This product is a health food with nucleic acid and vitamin C as the main raw materials. The functional test proves that the product has the following characteristics.
Has the health care function of immunoregulation.
Pet-name ruby silver nucleic acid tablets
The main raw materials are salmon testis extract, edible yeast extract, fish oil, vitamin C, calcium carbonate, zinc lactate, copper sulfate and sodium selenite.
Effective components and content: nucleic acid (DNA+RNA)105.0 mg-140.0 mg per1g.
Every 100g contains: DHA 0.85g-1.15g; EPA 0.25g -0.35 g.
Health care function can improve memory and delay aging.
Suitable for people who need to improve their memory, middle-aged and elderly people.
Not suitable for children, gout patients, allergic people, patients with severe arteriosclerosis and hypertension. Methods and dosage: Take 4 tablets three times a day after meals.
Fleischer Silver Compliance Nucleic Acid Tablets Product Description
This product consists of salmon testis extract, edible yeast extract, fish oil, vitamin C, calcium carbonate, zinc lactate,
The health food made of copper sulfate and sodium selenite as the main raw materials has been proved to have the effect of improving memory by functional tests.
Has the health care function of preventing and delaying aging.
Attending Zhen 'ao brand nucleic acid oral liquid.
The main raw materials are nucleic acid (DNA+RNA), mung bean and cowpea.
Functional components and content of nucleic acid ≥2g/ 100ml.
Health care, immune regulation and anti-fatigue.
Suitable for people with low immunity and easy fatigue.
Not suitable for people, children and gout patients.
How to eat and how much to eat: Adults take 50ml 1 time after meals every day.
Product Description of Zhen 'ao Brand Nucleic Acid Oral Liquid
This product is a health food made of nucleic acid (deoxyribonucleic acid DNA+ ribonucleic acid RNA), mung bean and cowpea as main raw materials. Functional tests show that this product has the health care functions of immune regulation and anti-fatigue.
4.3 nucleic acid health care products Houjie market environment and prospect forecast
For some time, as long as you turn on the TV and open the newspaper, you can see all kinds of news reports about health, health preservation and health fairs. A series of terms and concepts such as "health, health care industry, wealth, business opportunities, frontier information of health industry, health forum, health fair" never seem to be so closely related to our lives. As the center of the Pearl River Delta, Houjie has undoubtedly become the most intimate association with "health" and the ideal holy capital of health preservation industry, just like Asia Forum and Boao, International Folk Song Festival and Nanning, World Horticultural Exposition and Kunming.
In terms of health care expenditure, since 1995, the per capita health care expenditure in Houjie has increased by more than 30% annually.
The consumption ratio of Houjie health care products is very high, reaching more than half, and the proportion of "don't buy or take" is less than 30%. It can be seen that the consumption of health care products has become popular, and the awareness of health care has also been significantly improved, with great market potential. According to incomplete statistics, the consumption of calcium supplementation for women aged 35-55 in Houjie area is nearly 200 million yuan. At the same time, the competition in the health care products market is becoming more and more fierce.
4.4 Analysis of consumer behavior characteristics
For the consumer groups who take health care products, we analyze their family income, gender ratio, age composition, purchase season and other factors from the aspects of consumption ability, consumption motivation, consumption psychology and consumption seasonality.
Spending power: the proportion of nucleic acid consumption of Houjie people basically increases with the increase of income. This is related to the high market price of health care products and the health awareness of consumers. The consumption proportion of people with higher income is in a higher position, especially in Houjie area where the annual household income reaches more than 60 thousand yuan, and the consumption proportion is as high as 79%.
Consumption motivation: Consumers who "take it for themselves", "give it to relatives and friends" and "buy it or not" decrease with age, while the curve of "take it or not buy it" shows an upward trend. Consumers mainly buy young people, and the main target of taking them is middle-aged and elderly people. It can be seen that the consumption of health care products is mainly aimed at "expressing or conveying feelings". The age distribution of people who have bought or used drugs in these two cities is relatively uniform, and consumers are relatively young.
From another angle, we investigated the consumption patterns of health care products, and found that there are four main consumption patterns of health care products: self-taking, giving to relatives and friends, giving to family members and giving gifts. In addition to asking for it, the other three ways are to convey or express feelings.
Consumption peak season: Although winter is the peak season, it is a tradition of China people to begin to downplay winter tonic, so winter is undoubtedly the peak season for health care products, which is still very obvious. Summer is at least the season to take health care products. But at the same time, most consumers are indifferent to the season, which shows that the seasonality of health care products consumption has begun to fade.
Consumer psychology: users who care about the efficacy, price, convenience and taste of health care products are more cautious. The proportion of people taking health care products according to the instructions in houjie town reached 8 1% and 80% respectively, indicating that the consumption type of health care products is still mainly drug health care, and the instructions of such products have a certain guiding role for consumers.
Whether the efficacy described by the product is true or not is the most concerned issue of consumers, and this part of the population is as high as 68%, which reflects from one side that there are mixed product quality and exaggerated publicity in today's health care products market.
When asked about "satisfaction with the most commonly used health care products", in addition to efficacy and price, 20% of the respondents mentioned convenience, 26% mentioned taste, and 1 1% mentioned packaging.
4.5 Purchase habit analysis and understanding of business promotion
Main places of purchase: supermarkets, supermarkets and pharmacies are the main places where consumers buy health care products, and they are also the areas where health care products are concentrated; Hospitals are the places where consumers buy the least (less than 5%). This shows that the positioning of health care products is between food and medicine for both manufacturers and consumers. Comparatively speaking, consumers in houjie town prefer supermarkets, accounting for 65%, while pharmacies only choose 20%.
Quantity of purchase: Most consumers tend to buy one bottle or one box at a time, which is related to the price of health care products and the consumer's trial psychology.
There are many ways to promote health care products, among which "buy one get one free" and "expert consultation" are the main ones; From the ratio point of view, for consumers, "expert consultation" has the strongest stimulation to consumers' desire to buy. The reason may be that consumers' awareness of health care is relatively weak, which also shows that consumers pay more attention to health care drugs and rely more on experts' opinions on their efficacy.
4.6 Give a statement to nucleic acid health care products
Experts pointed out that nucleic acid, as an important substance for regulating life phenomena, can be widely used in health-related industries such as therapeutic drugs, health products, food additives, special-purpose cosmetics, etc. For sub-health people with unscientific diet, irregular daily diet, weak gastrointestinal digestion and absorption function and weak liver anabolic function, and under the conditions of rapid growth, liver injury, postoperative infection, burns, etc., nucleic acids can be used as conditional essential nutrients to synthesize nucleic acids needed by human bodies more energy-saving through remedial methods.
At present, the nucleic acid health food approved by the Ministry of Health in the domestic market has been strictly tested in four aspects: safety, functionality, quality controllability and product stability. As long as enterprises strictly follow the quality standards approved by the Ministry of Health, the quality and performance of their products are guaranteed. According to foreign experimental research and literature reports, the amount of nucleic acid supplementation for adults should not exceed 2g per day. For people with abnormal purine metabolism, excessive use of nucleic acid will aggravate gout. Therefore, gout patients or people with a family history of gout should not supplement exogenous foods and related products rich in nucleic acids.
At present, the Ministry of Health is stepping up efforts to investigate and deal with illegal acts of exaggerating and propagating health food. Consumers should correctly understand the role of health food, and don't treat health food as medicine, so as not to delay the illness.
5. Conclusion and prospect
5. 1 Single consumption turns to diversification.
Although manufacturers constantly introduce various health care products to meet the multi-level needs of consumers, and advertisements for various products are overwhelming, consumers' consumption of health care products has entered a mature stage, and they have begun to change from impulsive purchase to rational consumption, and the consumer groups have also changed from the previous single type to diversification.
5.2 Health care industry standards and industry norms need to be introduced.
Experts pointed out that after China's entry into WTO, Chinese medicine and its related health care products should take the lead in representing China's advanced culture and independent intellectual property rights. It has become a top priority to formulate medical industry standards and norms as soon as possible.
5.3 Unlimited business opportunities for health products
According to relevant data, there are huge business opportunities in community medical care in China. It is estimated that the community medical service in China will exceed 50 billion in the next five years. Some people of insight have long been optimistic about this sweet cheese and are ready to compete for the community health care market.
5.4 Establish brand awareness
Since the development of health care products has entered the brand era, a good brand can influence consumers' buying behavior. It is found that consumers have a high awareness of all kinds of health care products brands. Usually, consumers can mention no less than one or twenty health care products brands, and the competition among similar products brands is obvious. Because the efficacy of similar health care products is not very different, how to establish your own brand image and find the selling point of products under the premise of ensuring efficacy is not only an important way to guide consumers to loyal consumers, but also an important means to occupy a place in the increasingly competitive market. So, if I were an investor, I would invest in nucleic acid health products. How can I miss such an attractive business opportunity? However, we should also pay attention to the problem of success, because this is an important reason for success or failure.
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