Commercial war, market competition, how many heroes are eager to catch up. As far as the health care industry is concerned, although the situation has gone from bad to worse in recent years, it is undeniable that the health care industry is still accumulating huge energy and has a broad and bright prospect. Mr. Yu Fei, a famous brand marketing expert and CEO of Lanzhiyang International Marketing Consulting Agency, believes that as a distributor, the key to making waves in health care industry lies in choosing the right products. At present, with the rooted layout of supermarkets and hypermarkets in central cities, vertical flattening of channels has become the aspiration of many manufacturers. Powerful manufacturers often set up their own channels and go straight to the terminal, which makes the traditional channels of dealers more and more suppressed and ignored. However, as far as many scattered secondary and tertiary markets are concerned, after all, supermarkets and hypermarkets have not yet formed enough climate, and the operation and management costs of enterprises' self-built networks are high, which makes the commercial and pharmaceutical channels that originally belonged to dealers still have great radiation. Therefore, when manufacturers promote products in these areas, the network resources and network service capabilities of dealers are still very marketable. Some dealers always want to rely on famous enterprises' own channel resources, distribution capabilities and terminal services once and for all, thinking that they can enjoy the advantages brought by brand resources without risk. It's actually wrong. A large enterprise often bullies customers and pursues the flattening of channels very strongly. It is often worried that a strong dealer network will disperse many of its due profits. Therefore, they are very vigilant everywhere. Brand products owned by large enterprises sell well, but there is nothing to say about profits, and cooperation with distributors is also quite critical. Your terminal operation, distribution capacity, process management and promotion service all have strict standards. In the development period, in order to distribute the products to occupy the market as soon as possible, it will use your channels and network resources. Once supermarkets and stores rise, in view of the cost and the demand for flat channels, some dealers with poor strength will be the first to kick off. Therefore, if you don't have the conditions for the time being, you'd better not rush to climb relatives. Everyone in the industry knows that well-known brands can make a lot of money, but they don't make money. Unknown brands can make money, but they don't take the quantity. First of all, the selected manufacturer should have strong R&D capabilities and resource advantages. Because these backgrounds contribute to a deeper understanding of product innovation system, quality description and corresponding sufficient publicity space, the more materials you have, the greater the choice of communication means around product extension, and the level of R&D is related to the technical content and strategic direction of a product, representing the development trend of the industry, which is easy to attract the attention of all sectors of society and the support of government departments, and naturally attracts the favor of consumers. Second, the product is best to be listed soon, which belongs to the initial stage and the enterprise is in the growth stage. Because this kind of products have just been launched, the brand awareness has not been opened, competitors have not paid enough attention, and manufacturers' selection standards for agents are not very high, and the requirements are relatively low. And as a new product in the market, it is easy to win the concern and support of enterprises in the specific operation of marketing. The so-called hitchhiking is such a typical example. Third, the selling point is outstanding and the differentiation is obvious. Among the numerous homogeneous products at present, the products selected by dealers should highlight their individuality as much as possible, and don't get lost just for the sake of low discount rate and large price difference. It is true that the low purchase price, giving gifts, returning goods for free, and sending people to monitor the whole process are all worthy of being tempted. However, compared with the core interests of the product itself, the competition of medical and health care products is very fierce now. If the selected products have no characteristics, the future market operation will be extremely difficult. You'd better think twice before you act. To say the least, if the product has obvious advantages in personality, it should be fully felt at the first time. Take Xuechangping, the first domestic high-tech energy-saving diabetes product awarded by Shanghai Hornos Group, as an example. Although it is also aimed at diabetes and its complications, it is different from ordinary diabetes products on the market. It is pointed out that the root of diabetes lies in the energy imbalance of islet cells, and at the same time, the energy needed by islet cells in the body can be supplemented efficiently through the products. If the energy is completely supplemented, the cells will naturally work normally, so the lesions will not occur and the complications will disappear at the same time. This kind of selling point refining should be said to be different, and dealers should be able to make a difference through cooperation with manufacturers. Fourth, the price is basically acceptable to ordinary people. The price is high, although the profit margin of dealers increases, but the slow marketing can not attract more buyers, so the market is not easy to expand. On the contrary, the low price and high cost of product promotion, terminal operation and distribution service will dilute profits, so the appropriateness of price is also an important factor to be considered. As for some products, the value is not big, but the price is ridiculously high, indicating that manufacturers are eager for quick success and instant benefit, and the result will be rewarded by the market. In this case, avoid it quickly. 5. Carefully choose obscure products. Some time ago, I supplemented blood, zinc, iron, calcium, brain, kidney, vitamins, protein and so on. It has become a hot topic, and many subsequent products have achieved certain market effects through activities follow-up, concept speculation, conference promotion, terminal interception and other means. It should be said that the choice of follow-up products can avoid some market risks in the early stage, but the profit margin is shrinking with the fierce market competition and changes in the marketing environment, which makes it difficult to enlarge the market and produce brand effect, and the corresponding products have a short operating life. In addition, estrogen, lead excretion, transgenic and other products. Now the market belongs to the development direction of biotechnology in the future, which contains huge industrial prospects. Their profit margin is high, but the corresponding promotion requirements are also high. The market is still in the period of further cultivation. For example, dealers with poor strength at the beginning should be cautious. At present, the health care products on the market are mainly aimed at the needs of the public, mainly common diseases and frequently-occurring diseases in life, and the groups purchased are also relatively wide. Products that are rarely used may last for a period of time through temporary hype, but it is a test for dealers who want to operate for a long time. Sixth, the real consumer demand of ordinary people points out the direction for dealers to choose products.