1.42%
From the marketing point of view, the pricing of health care products should take into account the interests of many distributors. The characteristics of the product itself also determine the need for a large number of advertising resources to promote.
Many years ago, when I was not in the business, I saw a regional marketing plan (a famous domestic protein powder product) from a friend. The clearest figure I remember is that 42% of the annual sales is used for marketing support in the region, including the salaries and bonuses of regional marketers, various expenses of stores, and the salaries of promoters. What is the concept of this area? It is equivalent to an administrative region of a first-and second-tier city. It is only the lowest basic point of a company's direct marketing network, and its marketing expenses actually account for as much as 42%! This does not include the relevant operating expenses of the municipal and provincial marketing departments, as well as the advertising expenses placed in the national media and provincial media. If there is no high product brand premium, such a marketing system will certainly not work.
2.< 10%
Now try to answer some of the main questions through the cost analysis of vitamin C films.
Medicinal VC tablets: the specific cost cannot be analyzed. However, as a tablet mini-uncoated tablet (without coating, teeth will turn sour when eaten in the mouth, which is a very bad experience), it saves a lot of auxiliary materials and expensive coating powder, plus the low packaging cost of pharmaceutical companies, it is extremely normal to sell a few dollars. As for the content of VC, whether you are 60mg or 100mg, the cost is not a problem.
I am very happy that I am a college student. I accidentally clicked on a cost accounting table and found that it was actually VC 100mg (medicinal), hehe ~ ~ but I didn't delete many words on it.
VC 100mg (medicinal) ingredients: VC, dextrin, starch, magnesium stearate, tartaric acid. Including all costs and 20% profit, the cost of VC 100mg/bottle 1 00 tablets is 1.7 yuan!
Health care product VC tablets: here are two kinds of chewable tablets, namely synthetic VC tablets (taking VC60mg tablets as an example, as the mainstream content) and natural VC chewable tablets (taking Yangxintang as an example).
Composition of synthetic VC-like chewable tablets: VC, sorbitol, natural essence, aspartame, magnesium stearate, etc.
Forgive me for not finding the cost accounting table, but I have done mental arithmetic. I remember that the cost of 60 tablets of VC60mg 1 bottle is probably 3.6 yuan, and the packaging cost will account for half.
At the terminal, such a bottle of VC film with a cost of about 3.6 was sold to 40 yuan. As far as cost is concerned, the ratio of manufacturing cost to terminal price is lower than 10%!
Eight finished products are synthesized into VC chewable tablets, and then let's see if natural VC chewable tablets are more worthy of our banknotes.
Natural VC-like chewable tablet ingredients: West Indian cherry concentrate, sorbitol, pregelatinized starch, magnesium stearate, cherry essence.
Answer: I haven't lived in Yangshengtang, so I can't know the detailed cost. But a glimpse of the whole leopard, let's take a look at the cost of a bottle of 80 VC chewable tablets for the tall West Indian cherry in the advertisement.
Needle cherry extract, mostly produced in Brazil, generally has a VC content of 17%. As for the price, forgive the weak respondents for not finding the relevant quotation sheet. With Baidu, I feel that the normal price is basically 180~260 yuan/kg, and 200 yuan/kg is temporarily taken. In fact, the new advertisement of Yangxitang tells us that we have proudly contracted a large area of land in Brazil for the West Indian cherry, but it also means that its raw material price will be much lower than that of 200 yuan/Jin.
The label says: every 100g contains vitamin C 6.2 1g, 0.85g per capsule, and 80 capsules per bottle are 68g. It can be calculated that the cost of West Indian cherry concentrate for a bottle of natural VC chewable tablets is [6.21g/(100g * 0.17].
That is to say, the main ingredient cost of each bottle of natural VC chewable tablets in Yangyutang is 5 yuan. If the manufacturing and packaging costs are included, it is estimated that the cost of 1 bottle will not exceed that of 8 yuan. And terminal pricing, 89 yuan! Still not higher than 10%.
After reading the cost analysis of the above three types of VC films, we can draw the conclusion that brand health care products companies are profiteering? Obviously, we can't give such a conclusion, because more than 90% premium of health care products is not obtained by manufacturers, and even the big head is not obtained by manufacturers. Middlemen, channels, terminals, media, etc. Everyone benefits from it. This is quite similar to the clothing industry. A garment with an appearance cost of only forty or fifty turns around in the shopping mall, and the price tag is more than 1000.
So where is the problem of high pricing of health care products? Too few people buy it, so it's expensive to sell it! Some people say that it is so expensive, of course, few people buy it. WTF, it seems to be the same thing. In short, it is expensive and few people buy it. However, let's take a look at the situation in the United States, the world's largest health care product market, or take VC chewable tablets as an example. Forgive me for looking for it for a long time, but I can't find pure natural VC chewable tablets. Free Bank of America eats VC500mg of VC or 0/000 mg of VC/kloc. It is absolutely impossible to use west Indian cherries for such a high content of VC tablets. Imagine 500mg/ 17%=294 1mg, which means that a piece of west Indian cherry needs as much as 2.941g. However, chewable tablets still need a lot of accessories. . .
Answer the Lord silently thought about it, and a 3.4g VC film used for bathing in that year was also dwarfed.
China: VC60mg, 60 capsules, 40 yuan.
United States: VC500mg, 180 capsules, US$ 65,438 +04.2*6. 1=86.82 yuan.
Have you worked out the huge price difference? In terms of content, at the same price, China VC films are only 8.682% of American VC films, with a difference of 1 1.5 18 times. . . Crazy, there is wood!
Let's look at another set of data: in 20 14, the dietary supplement market in China just broke through 1000 billion, and the consumption penetration rate was about 20%. In 20 13, the market size of dietary supplements in the United States exceeded $30 billion, and the consumption penetration rate was about 80%.
A common scene in American families every morning is to swallow a handful of colorful pills on their backs. Huge market demand, coupled with sufficient commercial competition environment, has made such a low-priced VC chewable tablet. Such a large consumer market did not appear at once. But the result of years of market education.
Market education is the answer. Good market education will give birth to huge consumer demand, greatly promote the development and competition of the industry, and finally consumers can get high quality and low price products.
PS: Please look at the ingredient list in the label and tell whether the so-called natural nutritional supplements are natural or not. The ranking on the ingredient list is mysterious, and the higher the ingredients, the more, indicating that the contents of various ingredients in the product are arranged in descending order.
Take Yangyutang natural VC chewable tablets as an example: West Indian cherry concentrate, sorbitol, pregelatinized starch, magnesium stearate and cherry essence. Except the extract of West Indian cherry, all the other ingredients are auxiliary materials, and none of them contain VC, which shows that all the VC in this tablet really comes from the concentrate of West Indian cherry and is pure natural. If you see west Indian cherry concentrate, vitamin C, etc. In the ingredient list, there must be synthetic VC in it, but the west Indian cherry ranks first, indicating that the content of west Indian cherry is greater than synthetic VC, at least it is more natural VC or synthetic VC, which depends on the amount of west Indian cherry. If the ingredients are vitamin C, West Indian cherry concentrate, etc. , so most of them are synthetic VC, and acerola cherry is just an ornament.
3.2 to 4 years, 300,000 to 500,000.
The above two figures are
@ In the comments mentioned by An Yun @ Li Juge
Threshold said. Health products listed by domestic enterprises need police mobile forces, which is the name of Guo Jian. This will be approved by the US Food and Drug Administration once in the last month of each quarter. It is extremely laborious, time-consuming and expensive for enterprises to apply for a police mobile unit. Generally, there are 30 to 40 large-scale companies in the industry, and more than 50 companies are either large companies with early business development or local tyrants who are willing to spend money (such as the one endorsed by Yao Ming). If you are interested, you can go to the official website of SFDA to find the police mobile force company you want to know.
Many small and medium-sized companies don't have the strength to apply for police mobile units, otherwise the police mobile units will close down before they get it. But we can still see many products of police tactical units in the market. Why? The answer is OEM, which means OEM. A picture says it all:
The most important position in the picture is the Lily Kang brand, but there is the LOGO of Minsheng Health in the upper right corner, and the dealer is marked below the logo: Zhejiang Minsheng Health Technology Co., Ltd., which shows that this product is commissioned by Zhejiang Minsheng Health for OEM production, and it is Lily Health that provides the police tactical unit. This kind of edge ball behavior supports a large number of small and medium-sized brands. But you don't have to worry about the quality of the product. Products will not be reduced in price because of branding. In fact, because it is a police tactical unit, whether it is OEM or not, the factory must strictly follow the product standards provided when applying for the police tactical unit at that time.
4.65438+ Million Cleanliness Addicts
Now health care industry, especially nutritional supplements, has really developed to a considerable height, and it is the largest XXX in the world. For example, soft capsules, no matter what fish oil, linseed oil, vitamin E and so on. In the European and American markets, the probability of surnames is very high! There are also many flat plates exported in the form of large packages and sold locally under local brands. Many of the health care products that everyone travels or Haitao buys are really their own.
Domestic large-scale health care products factories are generally built late, and the equipment in the world is generally of high standard. Some foreign certifiers are often dumbfounded, saying that this is the best production workshop blabla I have ever seen. In my previous company, all workshops were 654.38+ 10,000 yuan, which was the standard of general pharmaceutical workshops. From the hardware point of view, it is no different from pharmaceutical companies. There are not a few domestic factories with such production conditions.
A colleague visited a local old-fashioned health care product factory in the rotten country and came back to complain that the production conditions of this factory are the same as those of a small workshop, and no one has any problems with the things produced. It is really lucky. Even in the United States, a powerful health care industry country, when the FDA proposed that health care products factories should meet the new GMP standards within a certain period of time, small and medium-sized manufacturers were all sad. Later, the FDA had to postpone the deadline for several years. Western health care products factories were generally built in 1970s and 1980s. Up to now, the equipment is obsolete, and many factories with poor financial strength are unable to update their production equipment and workshops. The product quality of some small and medium-sized brands is really not much better.
In China, the control of large enterprises in raw materials, production, testing and other aspects is relatively standardized. Especially health products such as nutritional supplements, the quality is very good. In recent years, the export of health care products in China has increased year by year, and developed countries such as the United States and Europe have imported a large number of health care products from China. As far as I know, the FDA has also sent inspection notices to some health care products factories in China because of the sharp increase in health care products imported from China, and several of them have passed the flight inspection of the FDA. Recently, in the food safety supervision sampling inspection No.2015 10 issued by the Food and Drug Administration, no unqualified samples were found in 72 batches of health food samples from 38 health food production enterprises.
1. Fee
As far as cost is concerned, the cost of most dietary supplements (vitamins, minerals, etc.) in China. ) is only 10%- 15% of the domestic market price, and very few products exceed 20%.
The cost of vitamin drugs is also very low, but the low price is not caused by pharmaceutical companies doing charity, but by related factors such as national drug pricing and subsidies.
2. Why is it expensive?
The high price of dietary supplements in China is mainly due to the high marketing cost and the lack of market education. There has been too much discussion about the domestic business environment, so let's not mention it for the time being. Let me talk about market education.
China people lack basic nutrition concepts and knowledge, and are easily misled by some irresponsible media or businesses. Coupled with all kinds of chaos in health care industry over the years, people almost subconsciously think that health care products are just cheating money and have no effect. The negative aura of the industry is so tragic that people simply don't want to consume dietary supplements. No consumer demand, friends! ! ! Small profits but quick turnover are invalid here! ! ! If you are a manufacturer, will you sell it cheaply?
In my opinion, only by continuously strengthening market education and releasing consumer demand can domestic dietary supplements be sold fairly. With the improvement of living standards and the enhancement of health awareness in the future, it is not impossible to buy dietary supplements at reasonable prices in China.
Suggestion: If you want to take dietary supplements for a long time, please go to Haitao or major e-commerce companies to buy them. The offline price is too pit.
3. Is it effective?
As far as dietary supplements such as vitamins and minerals are concerned, the physical and chemical characteristics and physiological functions of various vitamins and minerals have been clearly studied. Make up what you lack, and it will naturally have an effect. On the premise of the same content, the effects of medicinal vitamins and dietary supplements are the same.
Please don't treat dietary supplements as medicine, they are just another kind of food. Please carefully understand the literal meaning of the word dietary supplement: dietary supplement. It can be said that dietary supplement is the icing on the cake, but if you want to use it as a good medicine to save the rivers and lakes, you are reluctant.
However, dietary supplements still have certain particularities. Because the unit content is large (for example, the VC content of 10 orange is not as high as that of a chewable tablet of VC500mg), the related nutrients are absorbed by the human body soon after being ingested, which may have adverse effects on specific people (three high patients, pregnant women, etc.). If you take it for a long time, you should know more about the relevant contraindications in advance (in the past, whenever someone asked me what health care products to take to supplement calcium, I suggested that the other party consult a doctor first).
4. Natural or synthetic
Most of the vitamins on the market are synthetic, some are all chemically synthetic, and some are semi-fermented and semi-synthetic. According to the content, purity and other indicators, it will be divided into feed grade, food grade and drug grade. And exported to different regions, according to different pharmacopoeia standards, the raw materials produced will be different.
The vitamins and minerals used in all dietary supplements are at least food grade (generally no one will use pharmaceutical grade, which is much more expensive). If you are worried about the unsafe synthesis of dietary supplements, then basically everything produced by the modern food industry should be worried.
As for pure natural vitamins, it is generally believed that their physiological activity is higher than that of synthetic vitamins. For example, the physiological activity of natural VE is obviously higher than that of synthetic VE. But for natural VC, its chemical structure is not different from that of synthetic VC. The concentrated juice of West Indian cherry mentioned in this paper not only contains natural VC, but also contains a small amount of bioactive substances such as bioflavonoids, which can produce synergistic effect with VC. So in theory, if bioflavonoids are added to synthetic VC tablets, it is almost equal to artificial natural VC. You might as well go to the American market to find VC films. There is no pure natural VC membrane, but there are countless bioflavonoids.
My personal idea is that the activity of synthesis is almost poor and the absorption rate is low. Eat more and you'll make up for it. Simple and rude, effective and economical. Just sauce ╮ (╯ ρ ╰) ╭.