On September 8, 2020, Nongfu Spring, the "porter of nature", officially rang the bell on the Hong Kong Stock Exchange, with a total market value of HK$ 440 billion on the first day of listing. The value of the founder of Nongfu Spring soared to HK$ 51200 million, surpassing Ma and becoming the new richest man in China.

This means a lot.

This is the founder of a big consumer brand enterprise, surpassing the founders of technology, real estate and other enterprises to become the richest man for the first time. A new era of China brand has begun.

Interestingly, as Zhong Shanshan became the richest man, the family history and "original sin" he didn't want to mention were stripped away.

Zhong Shanshan

In the early 1990s, Zhong resigned as a reporter in the rural department of Zhejiang Daily and started a business in Hainan. He started a newspaper, planted mushrooms and raised prawns ... when he was down and out, he was penniless. From 65438 to 0990, the founder of Wahaha sold health products and children's nutrient solution through news, newspaper advertisements and awards, with an annual output value of over 100 million yuan. Wahaha and Guangdong Sun God (annual sales of 240 million yuan, accounting for 63% of the market share) are known as the two great heroes of China health care industry.

Through the introduction of a businessman friend, Zhong found Zong and obtained the agency rights of Wahaha in Guangxi and Hainan. In order to make money, Zhong did not hesitate to violate Wahaha's channel policy and use Hainan's ultra-low purchase price to "sell" Wahaha children's nutrient solution to Guangdong to earn the first bucket of gold. Zong stopped cooperating with Zhong in a rage.

1993, Zhong began to develop a health product, Guiling Pill, and earned the first sum in his life100000 yuan in 1994. It can be said that from 1994- 1996, Zhong Shanshan completed the "primitive accumulation" by selling health care products, which laid a solid "money foundation" for him to set up Nongfu Spring in Hangzhou on 1996 and become the new richest man in China today.

Not only Wahaha and Nongfu Spring, but also Robust (Life Nuclear Energy), which was later acquired by Danone and gradually faded out of the market, because the giant group (Brain Gold) that collapsed in the Giant Building earned a lot of money by selling health care products in the 1990s.

According to Zhang Yi, CEO of Ai Media Group, who has been studying China health care industry for a long time, the sales of health care products at that time had a strong "pyramid scheme" color, so Zhu Sanyi's annual revenue could reach 8 billion yuan. This is a crazy and incredible number in an era when the per capita monthly income is only 100 yuan. "It was a fool to do this business in those days and not to do pyramid schemes." Loose supervision, low threshold and huge profits have made this market suddenly flood into more than 3,000 enterprises. All kinds of products that claim to cure all diseases, seemingly professional expert testimony and celebrity endorsements, and overwhelming newspaper posters, this market is mixed and flooded.

During the period of 1995, the Ministry of Health randomly checked the oral liquids on the market and found that 70% were unqualified. Later, with the fermentation of the incident of eating dead people with three oral liquids, the state cracked down on health care products and "pyramid schemes." "At that time, many bosses were brilliant at pyramid selling health products, but they were jailed overnight. The people who made money in the previous wave didn't touch health care products and direct sales when they were killed, because they had put on their shoes and couldn't wet their feet any more. " A group of entrepreneurs, led by Zong and Zong, began to "wash their feet and go ashore", selling water, eight-treasure porridge and drinks, but no longer mentioning health care products and direct sales. It seems that they have never had such an experience in their lives.

Time has proved their foresight.

Twenty-two years after Zhong Shanshan "quit" the health care industry, a general health event broke out on 20 18. This enterprise, with direct sales as its core and known as the revenue scale10 billion, collapsed. On 20 19, founder Shu was sentenced to nine years' imprisonment. Since April 2020, the State Administration of Markets and other seven departments have carried out special clean-up and rectification actions for the health food industry.

According to the brief introduction of Blue Shark, Liang Yunchao, the founder of Tomson Bianjian, a health care product (officially called Dietary Nutritional Supplement, ADS) listed on GEM at that time, instructed not to mention the related words of health care products in internal and external communication. "Tomson Bianjian didn't mention the word' health care products' from the day of listing (20 10). If Tomson Bianjian had been positioned in the health care industry, it would not be today. " At the shareholders' meeting in 2020, Tomson Bianjian executives said so.

In such a consumer goods enterprise, which is considered to be full of policy and regulatory risks and will go to jail carelessly, in 2020, a group of entrepreneurs from Internet giants such as Tik Tok, Netease YEATION and Box Horse (see table) were welcomed. Driven by the first-line capital, they want to make health care industry, which has been "stigmatized" for many years, completely "whitewash", just like the health products of the United States, Japan, Australia and other countries.

Are they ignorant and fearless, or do they dare to "take chestnuts from the fire" for the so-called profiteering in health care industry, or should health care industry, like other major consumer areas, start to completely redo the China brand?

Blue Shark Joint Venture Capital interviewed the upstream and downstream of the industrial chain in detail, trying to restore the real reason, trend and underlying logic of this wave of health care products entrepreneurship.

0 1

Curve method

In the process of investigation, one question that Blue Shark often asks is why the entrepreneurial wave of these new brands of health care products appeared in 2020, not earlier (for example, before 20 15).

Many practitioners told the blue shark that yes, this wave was quietly bred as early as 7 years ago.

Hu Ran, the founder of the new health care product brand Minayo, was the vice president of Netease Koala. She told the blue shark that it was in stock. In 20 13, the state issued policies related to cross-border e-commerce, allowing cross-border e-commerce platforms to supervise and retail imported goods for their own use, without implementing the requirements of approval, registration or filing of the first import license of related goods.

The background of this policy is that in 20 12, China people spent more on outbound travel than German, ranking first in the world, reaching 102 billion US dollars (data of the United Nations Global Tourism Organization).

In such a large amount of consumption, a large part of Chinese people sweep goods from the United States, Japan, Australia and other places with inexpensive health care products, such as deep-sea fish oil and protein powder.

Chinese people's pursuit of overseas health care products and the scale of outbound travel of 1 100 million people have made many people smell the business opportunities. Some Taobao shopkeepers bought overseas health care products through "human flesh purchasing" and then sold them in online stores, resulting in the loss of state tax revenue and being sentenced to "smuggling crime". According to public reports, at the end of 20 1 1, Yu Juan, an online shop owner, was sentenced to three years' imprisonment and suspended for three years by Yangzhou Intermediate People's Court for smuggling 2 tons of Amway cosmetics and health products.

In the face of such a huge purchasing demand, it is better to block it. It is better to concentrate the needs of Chinese people to buy cheap and good goods abroad through cross-border policies, and let platforms such as Tmall International and Netease Koala operate and supervise. Although the amount of tax levied for personal use (according to the provisions of Document No.2014 of the General Administration of Customs, postal tax will be illegal for unregistered private overseas purchasing) is lower than that of ordinary imported goods, it is better than the loss of tax sources.

Moreover, a large proportion of foreign good things are actually produced in China (for example, vitafusion, the first brand of American adult nutritious fudge, 60% is produced by Yue Xian Health Technology Company in Shantou, Guangdong). If you want to sell it back to China, it is better to deliver it directly in the bonded area, saving more logistics costs.

As soon as the policy came out, the purchase demand of Haitao, Daigou, and even self-use items for outbound travel quickly shifted to online. Cross-border e-commerce platforms such as Tmall International and Netease Koala are on the rise. "In the early years, China people traveled abroad and came back with big bags; A few years ago, quite a few girls would compare Tmall International and Koala in duty-free shops. If the above price is more suitable, they will not carry it. " Hu Ran said.

With the help of platform operators such as Tmall International and Netease Koala, the sales of overseas health products on cross-border e-commerce platforms have been further enlarged. Hu Ran told Blue Shark it was in stock. There is a simple reason. It is extremely expensive for any e-commerce platform to acquire new customers. Therefore, I hope that every new user attracted by just-needed and low-priced products (milk powder, diapers, big-name beauty cosmetics) can keep a high position, buy again, and even cross-buy other products.

Health care products are considered by these platforms to be ideal categories for "repurchase": 1, high gross profit; 2. Once users feel that a health care product is good, they will continue to use it; Most people who buy health care products are rich women. After buying health care products, they will cross-purchase other products to cover the consumption of the whole family.

Cross-border e-commerce platforms such as Tmall International and Netease Koala invariably promote some overseas health care products brands, such as Swisse. Netease koala and Swisse jointly hatched blood orange collagen beverage and cranberry capsule, and combined with the market investment of Netease koala in celebrity endorsements and variety shows at that time, they pushed it to the explosion. Cross-border e-commerce platforms such as Tmall International and JD.COM International also spare no effort to promote Swisse. Blue Shark is available, and also participated in the visit of China media reporters from JD.COM International Organization to the headquarters of Swisse. With the joint efforts of these platforms, Swisse, which was originally the second largest health care product brand in Australia, surpassed Blackmores and jumped to the first place.

02

The dusk of the giant

Overseas health care products are selling well on cross-border e-commerce platforms, and a considerable part of the market share of domestic health care products has been cut away.

Here, after the country rectified the health care products and pyramid schemes in the 1990s, China health care products were divided into direct sales and indirect sales. Representatives of direct selling schools include Infinitus, Amway, Perfect, Ruxin and so on. They get a direct sales license and sell through person-to-person direct sales, with a gross profit of 95%. Direct selling leading enterprises such as Infinitus (Lee Kum Kee's family is its boss behind the scenes) have a peak revenue of more than 40 billion yuan. According to the introduction of Blue Shark, even the now-vanished Sun God, after obtaining the direct selling license in 2007, the revenue in 20 19 was still 2 billion yuan.

Representatives of non-direct selling schools include Synbiotics, Tomson Bianjian, etc. Liang Yunchao, the founder of Tomson Bianjian, is the "Whampoa Army" of the first generation of health care products enterprises in Sun Shen. He studied the style of European and American health care products companies, did not mention health care products, and only focused on dietary supplements such as protein powder and probiotics. Zhang Yi told Blue Shark that the goods were available, and Tomson Bianjian established a good brand image by sponsoring sports events and inviting sports stars such as Yao Ming as spokespersons (after 20 15, domestic advertising laws prohibited celebrities from endorsing health care products). Tomson Bianjian bet on the newly emerging chain pharmacies, stationed in health consultants and other intensive cultivation. After 20 10 was listed on the Growth Enterprise Market, it gradually became the largest health care product brand in the indirect market (20 18 accounted for 7.5%).

In the face of the rise of people who buy health products online, direct sellers are not affected much, while non-direct sellers have to worry about being robbed of market share: 1. China has strict supervision over health care products. It takes 1-2 years to apply for a new health care product and get the so-called "police mobile unit". 2. The success or failure of directly building a new brand of health care products overseas and then entering China through a cross-border e-commerce platform is unknown. 3. The best way is to buy an overseas health care product brand that is popular in domestic purchasing groups and cross-border e-commerce platforms. Swisse, the second largest health care product brand in Australia, and Life-Space Group Pty Ltd (hereinafter referred to as LSG), a probiotic enterprise, are all such goals.

In September 20 15 and February 20 16, Synbiotics acquired 0/00% equity of Swisse brand/kloc-0, with a total investment of 102 billion yuan. 2065438+In August 2008, Tomson Bianjian announced the acquisition of LSG for 3.4 billion yuan. Swisse quickly contributed brilliant achievements to Synbiotics. The revenue of Synbiotics in 20 15 -20 18 years was 4.8.1900 million yuan, 6.506 billion yuan, 8.095 billion yuan, 65,438+00132 million yuan respectively, and the Shanghai Stock Exchange contributed 85 million yuan.

People are worse than the sky. The acquisition has not lifted the worries of the health care giants once and for all.

20 19 1 month, the Electronic Commerce Law was promulgated. The new law stipulates that sellers who trade on e-commerce platforms need to provide business licenses, and purchasing sellers need to pay taxes and be responsible for consumers' health, and purchasing operation costs increase; Purchasing goods must be put into bonded warehouses, and the time for consumers to receive emails is delayed. Many purchasing companies are unsustainable and have withdrawn from the market. In 20 19, the performance of Swisse and LSG, two famous brands of purchasing health care products (LSG's purchasing income accounts for 60%), decreased by11.7% (the first half of 2065438+09) and1/4-/kloc-respectively.

In 20 18, the general health incident led the relevant state departments to rectify the medical and health care industry. In China in 20 19, health care products were not allowed to be reimbursed through medical insurance in that year. According to CMH data of Zhongkang, from 20 17 to 20 19, the growth rate of retail scale of health care products in pharmacies nationwide decreased from 5.4% to 0.9%. Lin Zhicheng, CEO of Tomson Bianjian, called it the biggest "2065438+2009 rectification" in the industry, which made Liang Yunchao lament the word "difficult".

To make matters worse, in 2020, the black swan came to COVID-19. Blue Shark said that direct selling enterprises mainly rely on marketing and person-to-person sales, and Tomson Bianjian also relies on offline pharmacies to complete a large number of sales, because the COVID-19 epidemic can't move.

The Quanjian incident+COVID-19 epidemic caused the revenue of traditional health care products giants to drop sharply, and the revenue of Infinitus was halved (only 20 billion). In 2020, the sales of Helios will drop by more than 75%.

03

Are health products still rising in the sun?

The rise of cross-border e-commerce platform, the new e-commerce law "forced back" the purchase of a large number of health care products, the whole health event and the adjustment of medical insurance policy, and the COVID-19 epidemic led to the overall decline of traditional health care industry. All this is "disaster" for traditional players in the health care industry and "good news" for new players.

However, all new entrepreneurs must first figure out one question: Are health products that are frequently criticized for IQ tax, linked to pyramid schemes and have a bad reputation still the sunshine industry?

Hu Ran made reference to the mature health care products markets in Europe, America, Australia and Japan, and predicted the changes in the health care products market in China. The reason why Japan's health care products market is mature and prosperous is that its population is aging seriously, and the high medical expenses cannot be fully borne by the national social security system. I hope people can buy health care products to prevent diseases and strengthen their physique. Japan implements a three-level open policy for health care products, allowing more raw materials and effective ingredients with health care functions to be added to health care products and functional foods.

Ren Zeping, an economist, predicts that with the irreversible decline of the birth rate (only 10035000 people will be born in 2020), China will enter a deeply aging society (the proportion of the elderly population exceeds 14%) and a super aging society (the proportion of the elderly population exceeds 20%) in 2022 and 2033, and the proportion of the elderly population will be about 35 in 2060. The problem of getting old before getting rich is more prominent in China. When the proportion of the elderly population in the United States, Japan and South Korea reaches 12.6%, the per capita GDP is above $24,000, while that in China is only 10000. In order to cope with this situation, Hu Ran optimistically believes that the medical industry in China will gradually be liberalized from the strictest supervision to the 2-3 level supervision, and even improve the progress of the application of "Police Mobile Force".

In addition to the expected policy opening, Chinese people's awareness of health care products will gradually increase, which depends on two aspects:

On the one hand, in the past, the purchasing power of Chinese consumers was insufficient, and they hoped that the effect of health care products would be immediate, but they did not pay attention to the effective ingredients and lacked scientific understanding. With China's per capita GDP exceeding 1 10,000 USD (to be reached in 2020), people's health awareness has been accelerated (stimulated by the COVID-19 epidemic), and low-threshold information channels such as Tik Tok and A Auto Fast have emerged, resulting in equal information rights (Kang Yule, founder of Buff x, a functional soft candy brand). People gradually realize and accept that spending money on health care products cannot cover "treatment", but should focus on prevention.

On the other hand, the prosperity of health care products market in Europe, America, Australia and Japan is related to its developed medical system, because health care products are the continuous "downward" release of medical capabilities (high-new drugs -OTC- health care products). "With the development of medical technology in China, the image of health care products in China will gradually get better." Xu made the remarks at the CEO Salon of Health Products and Functional Foods co-sponsored by Blue Shark and Pioneer Capital on March 28th.

Secondly, pharmacies and direct sales channels have declined, but the demand for medical care, especially for young people, has continued to rise. This means that new health care products brands have the opportunity to seize both the stock (the demand released by pharmacies and direct sales channels) and the incremental market share (the post-90 s -30 s health care products group).

Zhu Yiling, founder of Nelo, who wants to make health care products quickly and fashionably, believes that the 70-80 generation is the core purchasing group of professional health care products. They are the generation of the Internet, and "have their own judgments on raw materials, efficacy and products." Zhu said that the product design and application scenarios of health care products brands such as Tomson Bianjian and Swisse were branded as "the previous generation of health care products". For example, protein powder is usually in large barrels.

"In 20 17-20 19, the online shopping scale of health products in China increased by three times, and the proportion of buyers after 90 increased by nearly 20%." Xu, the founder of Unomi, who specializes in oral beauty, told Blue Shark that this product has been listed.

Third, e-commerce has become the winner of health care product brand competition.

At the shareholders' meeting in 2020, Tomson Bianjian executives said that in 2020, e-commerce will account for 44%, direct sales will account for 30%, chain pharmacies will account for 18%, and Shang Chao will not exceed 9%.

This is precisely because we can't get a direct sales license and can't afford to wait for the "police mobile unit". Few new health care products entrepreneurial teams push their experience in pharmacies and supermarkets.

"The biggest dividend is e-commerce. New brands can reach consumers faster and expand sales rapidly through e-commerce. " Pan Rongrong, a partner of Spades Capital and an investor in Wonderlab, a functional food brand, said that if the new brand also makes protein powder similar to Tomson Bianjian or health care products that supplement minerals, it will also take pharmacies and direct sales routes, and there is no chance.

What's more, since overseas health care products brands can enter China through cross-border e-commerce, this window of opportunity is also open to entrepreneurs in China.

Ryan, the head of Tmall's international nutrition and health category operation, revealed at the CEO Salon of "* * * Healthy New Generation" health care products and functional foods jointly organized by Blue Shark and Pioneer Capital that the newly established health care products brands can enter the bonded area through cross-border ways and get new quickly. As long as the brand of new health care products conforms to the relevant laws and regulations of the country of origin, it can be sold on Tmall International and Koala, which perfectly avoids the application of "police tactical team" that takes 2-3 years and costs millions of yuan, and is suitable for new teams to quickly push new products for trial and error.

Fourth, the cross-border e-commerce platform has spawned the rise of new brands of overseas health care products.

"20 18-20 19, some overseas minority health care products brands use a snack to cook, which is delicious and has some effects, and is very popular among Chinese people. This new brand does not need a brand like Swisse to enter China (applying for a police tactical unit), and it does not need to ask stars to invest huge advertising fees, but to plant grass on platforms such as Ins and Xiaohongshu. " Hu Ran said.

Ryan believes that whether consumers will buy health care products again depends first on whether it has curative effect and whether it can solve some problems of consumers, such as hair loss, sleep and hypoglycemia, and then it looks good. And health care products that come in through cross-border are often more likely to achieve obvious results.

Le Kang previously revealed in an interview with Blue Shark that taking melatonin as an example, the raw material that helps consumers fall asleep quickly is a hormone with strong drug resistance. Taking too much will cause the body to stop secreting melatonin during sleep. In China, melatonin can't be added at will, and the upper limit can't exceed 50mg. In the United States, the melatonin content of some health products is 10 times higher than that of domestic similar products.

Fifth, short video+live broadcast has built a new trust system.

Building trust is a key step for ordinary consumers to make up their minds to buy negative health care products. Wahaha, Sun God and other early health care products enterprises, mainly through soft news, expert and user testimony, advertising; Tomson Bianjian is mainly achieved by inviting celebrity endorsements, sponsoring sports events and advertisements; Direct selling enterprises, such as Infinitus and Amway, mainly build trust through direct communication between people; Yisheng health was once realized by telephone sales.

Unfortunately, the new health care products no longer have those bonuses-you can't apply for a direct sales license. After 20 15, it is forbidden to invite celebrities and celebrities to endorse health care products, and it is not allowed to publicize the efficacy of products in advertisements.

When God closes a door, he opens a window.

The key to building trust between new brands of health care products and consumers has become a blogger of short videos and live broadcasts.

"We just need to let Bo talk about the ingredients, talk about the refining technology behind it, talk about delicious things, and then implant them into our own life scenes." Hu Ran said. In the view that the blue shark is available, combined with the algorithm, this does not violate the relevant advertising laws, but can be accurately drained to Tmall International, koala and other platforms for trading, which is really a "good medicine" for the rapid rise of new health care products brands.

04

Remodeling health care products

Whether it is, Xu, Xu, will enter the track of health care products and functional foods in 2020. On the one hand, they will see the favorable policies and demands of health care products, on the other hand, they can really use e-commerce, short videos, live broadcasts and other means to create new brands.

In terms of products, they choose to make products that are obviously different from Tomson Bianjian and overseas health care products brands.

Traditional health care products enterprises in China, such as Tomson Bianjian, mostly take the product path of overseas health care products, which is inevitably old-fashioned. Overseas health products directly sold on cross-border e-commerce platforms, such as dosage forms and nutritional ingredients, are mostly developed according to the characteristics of Europeans and Americans, which cannot meet the needs of China consumers in specific scenarios, such as 996, working overtime and staying up late.

"The brand of traditional health care products is aging, and it is time to update it." Zhu Yiling said.

Xu Yuanheng told Blue Shark that his family is in the business of health care products, and he intends to reconstruct health care products (oral beauty) from the perspective of nutrition:

1, beautiful. "Any function and effective ingredients linked to making women beautiful are more likely to attract the attention of female consumers. Skin health, sleep and slimming rank among the top three in all female consumption." 2. delicious. It tastes not bitter, unlike medicine, and has no burden. 3. Beautiful. Choose the consumer's favorite color and make it into an independent small package, such as Unomi pills.

Nelo and Minayo just integrated the overseas supply chain of health care products, made their own brands, and quickly adopted a new "fast fashion" style according to the needs of consumers in China. This has something to do with their origins.

In the later period of Netease koala, Hu Ran was in charge of the koala factory store project. She took the team to help the factory incubate its own brand. "We went deep into R&D and production, helping more than 500 factories to incubate their own brands in various countries." Therefore, Hu Ran believes that Minayo team is one of the teams with the strongest supply chain capability in this market. Hu Ran knows which raw materials come from which laboratories, how laboratories cooperate, how to purchase raw materials, and which foundries can carry out research and development.

Zhu Yiling was previously responsible for selecting OEM products for Box Horse. He not only refers to the sales data of Ali's related categories and brands, but also monitors the popular products on the market, and can OEM two or three hundred items a year. In this mode, speed and cost performance are the key. Nelo hopes to achieve this through modular product design. "Many products have the same basic materials. As long as you build a product development platform with building blocks and fill different modules, such as essence and packaging, you can become another product. " Zhu Yiling believes that this can reduce costs, improve the speed of product listing, and seize market hotspots.

Minayo and Nelo are specialized in health care products (they also have functional food lines). "First verify which formula and which model are acceptable to users, and it is the model of evergreen tree." Hu Ran still wants to apply to the police tactical team, which means "you can't touch the formula or any product packaging for several years." Evergreen style is very important Only by getting the police tactical unit can the brand of new health care products enter pharmacies, supermarkets and other channels to compete with Tomson Bianjian.

Le Kang was in the middle of Tik Tok before he started his business, and he firmly believed in the power of data. He once spent only 654.38+10,000 on friendship fees, and asked his friends who usually bid 3 million to help him with the packaging design of new products. It was his dream after it was filmed, and he especially liked it. In order to do user testing, he also asked employees to do other packaging. Finally, Buff x established 15 links on Taobao and exposed them to 20,000 consumers, 50% men and 50% women. His favorite packaging has the lowest click-through rate and conversion rate; 1996 The company packaging designed by a designer has the highest click-through rate and conversion rate.

Le Kang looked it up. On Taobao, the first active search word for male health care products was actually aphrodisiac. He felt incredible, and found 300 male users after 95, and more than 70% of them have used related products. Accordingly, he firmly launched the aphrodisiac Buff X fudge, which became an explosion. According to Blue Shark, Buff x now sells tens of millions a month, but when it was launched in June 2020, it only sold millions a month.

The models of functional food and snacks are Wonderlab (meal replacement milkshake) and ffit8 (protein stick), which became popular in 2020. Meal replacement milkshake is a combination of convenience food and functional food-people who have certain fitness and weight loss purposes, people who want to control calorie intake, and people who quickly and conveniently solve the satiety needs of a healthy and nutritious meal. This is a track with a long slope and thick snow.

The predecessor of ffit8 is the weight management project-happy weight loss teaching. After three years of experience, founder Zhang Guangming found that these services have a good user experience, but they are too small to do much. The diet is not delicious, inconvenient, ineffective and functional. Generally, it is only used for fitness scenes and cannot be circled. After ffit8 launched a protein bar (Healthy Snickers) similar to snacks, it was quickly spread to breakfast, overtime, meetings, outdoor and other scenes by Xiaomi crowdfunding and Luo Yonghao live broadcast. In 2020, sales exceeded 65.438+0.5 billion yuan.

Before Dongchi (diet meal) and Super Zero (three-day diet meal), weight management was also the main thing. In 2020, they will enter the healthy fast food track, and the dishes that focus on calorie control are super zero, with good taste and low calories. Dongchi began to promote healthy snack products from April 20021year. Yu Lide, the founder of Dongchi, is very similar to Kelly, the founder of Super Zero. They all think that milkshakes and protein bars of meal replacement are "not in line with consumers' humanity", and they all want to cut into the staple food so that people can lose weight normally and eat three meals a day.

The surge of new brands of health care products has put Tomson Bianjian under pressure. As for the professional health care product line, it will build a production base in Australia and enter China through cross-border, and emphasize that its localized operation is the killer weapon to beat overseas health care products brands. In terms of functional food, it is predicted that traditional food and beverage enterprises such as Wahaha and Nongfu Spring will not focus on this track, and the main competitors in the future will be cutting-edge brands.

Tomson Bianjian executives believe that its disadvantage is the research and development mechanism and response speed; Advantages are scientific and technological strength accumulated over the years, industry understanding, massive consumer groups and accurate consumer insight. "New brands such as young people's demand insight, traffic gameplay, product innovation and team will be stronger." Hu Ran believes that with the blessing of capital, new brands are not afraid of competition from industry leaders. These new brands of functional foods not only play an online advantage, but also are extended to new offline channels such as box horses and convenience bees.

Who will die is still unknown!