With the development of China's economy and the improvement of residents' consumption power, the health industry market has developed rapidly. National health products have great advantages in the health industry market. National health products have natural characteristics, historical characteristics and preventive characteristics, which are different from health products produced by modern technology. Popularizing and expanding the national health care products market can effectively promote the exchange and cooperation of national health culture, effectively promote the economic development of ethnic areas, and effectively promote the establishment and appreciation of national brands.

1. National health products have conceptual advantages. Information from national public nutrition institutions shows that among the 6.5 billion people in the world, more than 4 billion people receive ethnic medicine, which reflects the strong vitality of ethnic medicine. Western countries pay special attention to the research of traditional Chinese medicine and health food in China to make up for the lack of pure medical means; It also embodies the combination of food, traditional Chinese medicine and western medicine, and the historical development of serving human health is inevitable. In 2004, the report of health consulting organization showed that the choice of health care products by western consumers had begun to change from "artificial production" to "returning to nature". The national health care products have the advantages of natural origin and natural production, which conforms to the concept trend of market consumers.

2. The market potential of ethnic health products is huge. According to the survey, from 200 1 to 2004, the global market sales of nutrition industry reached150 billion dollars. In 2003, China's market sales reached US$ 6.94 billion, accounting for 4% of the global nutrition industry, with a growth rate of 14.8%. By 2004, according to the investigation and statistics of health food terminal market in china health care association, the scale of functional food industry in China was about 30-35 billion yuan, and the standard variety sold in the market was 19 17. Functional food is a product characterized by its functional components, which has the characteristics of general food, can regulate human function, and does not aim at treating diseases. So in China, the concepts of functional food and health food are the same. National health care products are close to functional foods, conform to relevant regulations, and are suitable for health care products market circulation. For the national health products that have just started, it has the advantages of great development potential and large market capacity.

3. Cultural advantages of national health products. China has always had a fine tradition of preventing and treating "not getting sick", and the concept of promoting social health in contemporary society is deeply rooted in people's hearts and attaches importance to the prevention and treatment of "not getting sick". In Huangdi Neijing, there is a saying that "if a saint is not treated, the disease will not heal, and if he is not treated, it will be chaotic". It is believed that "husband's disease has become medicine, and disorder has become a cure." It's not too late to fight for a cone after crossing the well! " In the Yuan Dynasty, Zhu said in "Gezhi Public Opinion": "It is better not to raise before illness than to seek medical treatment after illness." Modern nutritionists put forward the slogan of "working for the health of the motherland for 60 years". These concepts come down in one continuous line and focus on prevention. National health care products were born under these concepts of "not getting sick". They advocate the idea of getting sick less, being healthy and living longer. After thousands of years of practice and inheritance, it has formed a unique cultural feature of health preservation, which meets the demands of domestic and foreign markets. It is easier to establish a market and build a brand without re-creating cultural explanations attached to products. This is a natural advantage that contemporary scientific and technological health care products do not have. If we can sort out the health culture of each nation in detail and explore its deep characteristics, it will help to highlight its cultural advantages and promote market development.

Reference: Li, the development problems and countermeasures of national health products in China.