The main reason for health care industry's vigorous development is the remarkable improvement of people's living standards. At present, the Engel's coefficient of urban and rural areas in China is 52.9% and 56.8% respectively, which is in the transition stage from adequate food and clothing to a well-off society. Some large and medium-sized cities and regions in the southeast coast have reached the level of middle-income countries, and people's consumption concepts and health concepts have changed greatly, which has promoted the rapid growth of urban and rural health care products consumption expenditure at the rate of 15 ~ 30% per year. At the same time, the change of people's lifestyle is an important opportunity for the development of health care industry. With the intensification of social competition and the acceleration of the pace of life and work, it has brought great impact on people's physiological and psychological functions, and the population in sub-health state has been expanding. In order to avoid all kinds of adverse effects caused by unhealthy health, people turn to health care products, making the development and production of health care products a "hot spot" in economic life. Furthermore, the multi-level social life needs provide a broad space for the development of health care industry. In addition to middle-aged people gradually joining the ranks of health care products consumption under the dual pressure of family and career, "one old and one young" (the elderly and teenagers) is the main force of health care products consumption. With the development of the aging trend, the demand for health care products by "silver-haired people" is strong, which makes the consumption of health care products with ginseng antler as tonic rise sharply. The expectation of modern families for the growth of the only child makes parents willing to invest in health care products, which provides a broad market space for health care products such as nourishing the body, intelligence, balanced nutrition and diet therapy. Especially under the guidance of the new fashion trend of "giving gifts to health", health care products have become one of the important choices for holiday gifts. During the Mid-Autumn Festival, National Day, New Year's Day and Spring Festival, the sales of health care products in these five months accounted for more than 65% of the annual sales, which became the peak season of health care products production and sales. It is predicted that by 2005, the total sales of health care products in China will exceed 654.38 billion yuan, indicating that in the new century, the health care products market will continue to expand and the health care products industry will continue to maintain its important position in the national economy.
The main problems facing the development of health care industry.
Although China's health care industry has developed rapidly, there are still many problems that seriously restrict the further healthy development of health care industry.
First, the phenomenon of low-level repeated production is serious, which is not conducive to the promotion of competitiveness. According to statistics, there are more than 3,000 health care products enterprises in China. Among them, large enterprises with a total investment of 654.38+billion yuan only account for 654.38+0.45% of the total, medium-sized enterprises with a total investment of 50 million yuan to 654.38+billion yuan account for 38%, and those with a total investment of less than 65.438+million yuan account for more than 65.438+million yuan. Workshop enterprises with an investment of less than 654.38+10,000 yuan account for 12.5%. As of June, 2000, there were 2,453 varieties of health care products approved in China, but there were only 700 in the market, and less than 100 of them really had a market share, and even fewer of them could stand up for a long time.
Second, relying too much on advertising promotion is not conducive to improving the quality level. Some enterprises spend more than 30% of their sales on advertising, and from the beginning, they have fallen into a strange circle of low R&D investment and high advertising investment. In advertising, there are many phenomena of exaggerating publicity, and the habit of using "concept hype" as a magic weapon to build the health care products market has actually become a short-lived injury to health care products, which makes health care industry often fall into the management misunderstanding of "concept-market-concept".
Third, the strength of product development is weak, which is not conducive to improving the scientific and technological content. At present, many professional health care products enterprises have weak technical strength, low investment in product research and development and great blindness. Most of them buy out distribution rights or outsource products, which makes the product level in health care industry very low. According to statistics, in 2000, only 20% of all health care products enterprises developed and produced new products, and the scientific and technological personnel engaged in new product development only accounted for 7% of health care products employees. At present, more than 90% of the health care products sold in the market belong to the first and second generation products, which have not been strictly scientifically demonstrated. The product functions are obviously similar. Among the 22 health care functions approved by the Ministry of Health, products with the functions of enhancing immunity, regulating blood lipid and resisting fatigue account for 2/3 of all products.
Fourth, it is difficult to face the entry of foreign enterprises, which is not conducive to increasing market share. At present, more than 20 internationally renowned multinational health care products companies have set up branches in China through acquisition, merger and leasing, and invested huge sums of money to enter the China market. In 2000, American Global Health Alliance signed an agreement with Sanjiu Group, a domestic pharmaceutical giant, to develop chain marketing of health products in China. DuPont, one of the top 500 companies in the world, began to enter China with its nutrition and health care TAKECARE series products in the field of life sciences. Wiegel Health Food Nutrition Package, an internationally renowned brand and the third generation American health food, acquired the agency right of China for 1 100 million yuan. In the field of health care products retail, in recent five years, foreign health care products are quietly occupying the China market. In 2000, American ginseng sold more than 20 million dollars in Shanghai, Shenzhen, Guangzhou and other cities. At present, there are nearly 500 kinds of health care products sold in China by Europe, America and other countries. All these indicate that China health care products enterprises will face severe challenges.
Fifth, industrial laws and regulations are not perfect, which is not conducive to improving the government's regulatory capacity. At present, there is no unified centralized administrative department in health care industry, and the departments of health, medicine and industry and commerce are fragmented, and there are no operational industry standards, standardized and unified testing methods, review procedures and management methods. Some unscrupulous operators take the strategy of "scratching the edge" to enter the health care products market, and some manufacturers who do not have the production conditions, stimulated by higher profits in the industry, have put into production or switched to producing health care products, which is an important reason for the proliferation of counterfeit and shoddy products.