With the improvement of people's living standards and family income, the demand for health care products is increasing.
The United Nations Industrial Program pointed out: "The two sunrise industries in 2 1 century are information industry based on the development of electronic technology and health industry based on life science". Health care and medicine are the most potential industries in the development of life science.
The Bureau of Statistics also predicts that by 20 10, the market share of health care products will reach10 billion. However, at present, the change of market share of health care products in China and the life span of enterprises obviously do not conform to the social development trend, and the reasons are complicated, including the bottleneck of enterprises themselves, which restricts the healthy development of health care industry.
In addition, the marketing model of health care products should not be static, and it should be adjusted according to the characteristics of products to adapt to the crowd, which is often ignored by many practitioners.
Xu clearly saw this before he set foot in the health care industry, which laid a heavy foundation for his later industrial upgrading.
Create a precedent for "consulting" marketing.
Xu graduated from the University of Auckland Medical College in New Zealand. Because of this overseas doctoral study experience in nutrition, I began to engage in clinical nutrition research after returning to China in 2000. I was invited to hold more than 300 lectures on nutrition and health in elderly universities, women's federations, consumer associations, municipal authorities and school groups all over the country, with more than 10,000 listeners.
While giving a lecture on popular science, he found that there are many problems in the domestic health care products market, such as exaggerated publicity, homogenization of products, low level of science and technology, etc., but it does not have much health care effect on consumers.
In this regard, Xu is quite worried.
In order to let consumers know how to choose health care products for health care, and to actively cooperate with relevant state departments to regulate the health care products market, in 2003, Xu joined Guangzhou Baijian Bioengineering Co., Ltd. in the form of technology shares to operate a series of nutritional supplementary foods with the brand of Baijian.
Xu's joining made the "border inspection" that was caught in the business crisis turn losses into profits.
It turned out that at that time, the annual sales of "Bianjian" was less than100000 yuan, and no salary had been paid for four consecutive months.
What method did Xu use to make the sword change reverse Gan Kun? This has to start with the change of management concept.
"The characteristics of high profit and large market of health care products have led many people to flock to this industry, but most employees don't understand technology at all, just for the purpose of making money. Ordinary people lack health care knowledge, which just gives them an opportunity. I usually feel a little uncomfortable, don't consult a doctor, just listen to advertisements and blindly consume, which leads to many brands having living space regardless of size. " Xu said. "They won't last long. Deceptions such as crazy advertising investment and one-sided exaggeration of product efficacy will inevitably lead to a short-lived phenomenon of health care products, which will harm the interests of consumers to a considerable extent. This is also the reason why domestic health care products cannot form a fixed brand like foreign countries and can develop for a long time. "
Never advertise during the brand promotion period! Xu Huang Ming made up his mind not to take the usual road.
What should we do next?
He brought dealers and salespeople from all over the world to Guangzhou to give them a three-day nutrition and health science lecture, instilling correct nutrition concepts, spreading scientific nutrition knowledge and telling them what real health care products are.
Unexpectedly, it is this short three-day training that has become the key to the future sales growth of Bianjian, and it has also become the first move to implement consulting education marketing under the traditional mode.
In a short period of 16 months, "Bianjian" products accounted for more than 30% of the national market share of nutritional fortifiers, and the sales performance reached 60 million yuan; In the market share ranking of nutrition and dietary supplements retail terminals jointly released by China Medical Quality Management Association and professional research companies, Bianjian is far ahead with a market share of 32.5%, leading the second place by 24 percentage points.
Change "counter" to "till" in due course.
China has always had the traditional consciousness of health care and nourishing. Now the living standard has improved, and it has passed the stage of survival demand. Everyone is pursuing health, and nothing is more important than health. With the arrival of "aging society", the demand for health care products by "silver-haired people" is particularly strong, and their purchasing power is also very strong.
In order to build a company specializing in the health industry, in 2005, Xu's Guangzhou Bayesian Health Products Co., Ltd. was born.
As the chairman and general manager, he personally went to New Zealand to inspect raw material suppliers and production bases, introduced a series of dairy products and functional health products from New Zealand, and positioned them as professional services for middle-aged and elderly consumers, providing personalized nutritional dietary supplements for middle-aged and elderly consumers.
Although there are products, the problem of how to promote them has brought Xu a new round of trouble. Because the new products take the high-end route, we can't use the original "consultant" educational marketing method. High-end corresponds to high prices, and the sales environment corresponding to high prices is high-end shopping malls. Therefore, the marketing model of setting up counters in high-end shopping malls came into being.
A good marketing model will bring huge profits. At present, Beishi has set up more than 360 counters in China, with an average monthly turnover of 400,000 yuan.
At the same time, they also provide professional nutrition and health care products and nutrition and health consulting services for middle-aged and elderly customers, which quickly attracted the attention of people in the industry.
"Trinity" Model to Build a Kingdom of Health Industry
Relevant experts have predicted that the health care products market will definitely grow in the future, and the participation of Chinese medicine will also become a direction of the health care products market.
In this regard, Xu Shen feels the same way. "Chinese medicine is widely understood and accepted by China people. The concept of traditional Chinese medicine will be more in line with the consumption consciousness of Chinese people. There will be a great market for health care products to further learn from the theory of Chinese medicine, and this does not require too much investment and has quick results. " Xu said.
Not only that, an old Chinese doctor once said that the real famous prescription does not cure diseases, and it is not the famous prescription that cures diseases. The meaning of this sentence is that the famous prescription is not as simple as treating a disease, but more about treating the symptoms and adjusting a state. This concept is consistent with the current health care thought.
In Xu's view, there are countless health care and conditioning formulas accumulated in China for thousands of years, which can be transformed into health care products. For them, they not only have the responsibility to carry forward the traditional Chinese medicine culture in China, but also have the strength to complete it.
Therefore, Xu intends to seek a breakthrough in the research and development of disease prevention health care products using herbal formulas. On the one hand, he went abroad for many times to study advanced foreign extraction technology and prepare to extract Chinese herbal medicines. On the other hand, he is also actively looking for excellent partners who can provide herbal formulas.
Relying on the world-renowned Royal Institute of Quantum Medicine, University of Auckland, New Zealand as the research and development center, combined with the health care essence of traditional Chinese medicine, the company adopted the internationally advanced high-speed countercurrent chromatography separation technology to separate and extract pure herbal functional components from many medicinal and edible plants, such as Ganoderma lucidum, ginseng, coix seed, medlar, hawthorn, cassia seed and Lysimachia christinae, so as to completely remove toxins and impurities, and then developed the "Qing" herbal quantum detoxification preparation, which is the second generation in the world, and realized the depth and depth of human waste.
As early as 2400 years ago, Hippocrates, the father of medicine, brilliantly summed up the way of becoming a doctor. He said: the patient's instinct is the patient's doctor, and the doctor helps the instinct. This is a wise saying! The "patient's instinct" he said is that anyone's body has the function of self-repair. Mobilize and help the internal potential of the body, get rid of the root cause, and make people healthy and live longer by enhancing the self-immune function and self-repair function of the body! Removing the garbage in the body will make the toxin lose its source. The so-called radical cure means "helping the patient's instinct", thus maintaining and ensuring the self-repair function and autoimmune function of the human body. Therefore, the deep system of "clearing the body and activating the collaterals" to remove human waste is exactly the medical road pointed out by Hippocrates, the father of medicine.
Such a good product must be combined with a good promotion method. So how to promote it has become his heart disease. Having said that, he was filled with emotion.
"Because I used to study western medicine, Chinese medicine is not as good as western medicine, so I invited many experts in Chinese medicine to explain it to my customers during the publicity, but the effect was not satisfactory." Xu said. "At that time, I was confused. I haven't made a profit for four months in a row. In 24 hours a day, I can spend 20 hours thinking about the marketing model. "
You can't sell it in a drugstore. Because of the high product price and short taking period, no one cares directly. Later, they also tried to sell through beauty salons, but because the comprehensive quality level of beauticians was uneven, they could not understand the product principle thoroughly, so the sales effect was not ideal.
Finally, the "Trinity" model of "conference marketing+educational marketing (Chinese medicine health education)+experience" was successfully launched and applied to the promotion of new products. This time, Xu's accurate judgment and decision-making made him and his team enter a happy atmosphere of success. "The speed of product promotion is beyond my imagination." Xu recalled:
At present, the company has absorbed many talents in medicine, commerce, marketing, planning, training and management with strong cohesion and comprehensive strength, with nearly 1.500 employees.
"We are committed to becoming a leader in leading the deep detoxification of the system and creating a' health industry kingdom' built by advanced technology, quality products, professional theories and services." In this regard, Xu is full of confidence. "We are determined to build a leading brand in China in three years, with more than two-thirds of the provincial, prefecture, city and county markets in China, and at the same time start to develop and operate new quantum series products. It will take five years to build a leading domestic enterprise that uses modern quantum technology to develop and produce traditional Chinese medicine health care products, and at the same time establish a talent and technology reserve system for Qingnengjian enterprises, laying a solid foundation for entering the top 500 comprehensive strength in China! "