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.
Due to the above problems, China's health care products are faced with severe reality and potential crisis from the beginning, and become a "problem industry", which often makes it difficult for consumers to achieve the goal of "spending money on health". Health care products companies quickly gained "negative returns" from the market.
Strategies for further development of health care industry.
In the next five to 10 years or longer, health care industry must be reorganized to make it step into a healthy and orderly development track, strive to achieve an orderly competitive industrial structure, restore consumers' trust in domestic health care products with high-quality products, and actively enter overseas markets.
At present, we should start from the following aspects:
(a) strictly formulate relevant laws and regulations, unified macro management of health care products market. China and health care industry need a good rule of the game. The state has further improved health care industry's quality standards and regulations, strengthened industry management, and strengthened law enforcement and management. It is necessary to clarify the unified centralized management department of health care industry as soon as possible, thoroughly overcome the disadvantages of the current multi-head policy, and be responsible for the scientific research, development, production, sales and approval of various health care products. Strengthen and unify product technical standards, production standards and testing standards. Let the research and development and production of health care products have rules to follow. For the approved production, it is also necessary to re-examine it according to the unified new standards, so that the standards and scales are consistent and the manufacturers can compete fairly. Under the background of China's entry into WTO, the role of trade associations should be particularly emphasized. Health care industry associations should strengthen industry supervision and self-discipline. The association should formulate rules and regulations, establish industry self-discipline mechanism and protect the legitimate interests of enterprises in combination with relevant national policies. The association should also create conditions and strive to do some pioneering work, such as formulating industry standards and industry development plans.
(2) Develop health care products industry from a high starting point and improve the scientific and technological content of health care products. WTO has brought world-class competitors to China health care products enterprises, and they are facing increasingly fierce market competition. All China enterprises engaged in the production of health care products should clearly realize that the core of health care products competition in the future will be scientific and technological content, and it is urgent to strengthen scientific and technological investment. In particular, enterprises with certain economic strength should pay more attention to the basic research on the application of health care products, strive to improve the scientific and technological content and quality level of new products, and make health care products enterprises transition to high-tech enterprises, and products with high scientific and technological content become the mainstream. Only by constantly updating the technology, improving the technical content and developing the third generation of health care products with good effect, high quality and characteristics can the health care products change from low-level price war and advertising war to high-level technology war and service war, and create a world brand of health care products in China after China's entry into WTO and have the ability to enter the international market.
(3) Activate the rural market and expand the strength and scale of health care products industry. At present, the main market of health care products in China is in cities. In rural areas, the market development of health care products is far from enough, especially in rural areas with relatively developed economy, such as the Yangtze River Delta, which is a huge potential market for health care products. From the perspective of annual sales, most enterprises with sales performance exceeding 500 million yuan in recent years are mainly township enterprises. For example, based on the strategy of "encircling the city from the countryside", Zhu San Oral Liquid achieved an amazing annual sales of 8 billion yuan. At the same time, enterprises should fully consider rural advertising strategies and adopt different marketing methods according to local conditions when exploring rural markets.
(4) Give full play to the characteristics of traditional Chinese medicine and strive to open up the international market. China has a tradition of TCM health care for more than 5000 years. China's traditional Chinese medicine therapy and health care methods have the advantages of unified prevention and treatment and few side effects, which have been paid more and more attention internationally and become a fashion in developed countries. Giving full play to the advantages of traditional Chinese medicine and actively "going out" are important ideas for the development of health care products in China. At present, we should form a perfect verification system of Chinese medicine health care products as soon as possible, including the modernization system of Chinese medicine, the evaluation and verification system of Chinese medicine quality, toxicological safety and clinical efficacy, the unified standardization system and supporting system of Chinese medicine laboratory analysis methods, and obtain the health care products certification of developed countries as soon as possible.
(5) Formulate scientific and reasonable price standards and change from luxury consumer goods to ordinary consumer goods. With the improvement of people's living standards and the strengthening of health care awareness, some experts assert that "biological health care products will be the food of 2 1 century." Health products will become common consumer goods in people's daily life. However, at present, health care products are positioned as high-end luxury consumer goods, and the price is relatively expensive. From an economic point of view, health care products are products with great demand elasticity, that is, the reduction of prices will double the demand for health care products. At present, most health care products still have a large room for price reduction. If health care products enterprises implement low-price strategy and scale operation, the scale benefits obtained by health care products production enterprises can not only make up for the losses caused by price reduction, but also increase the profits of enterprises.
(six) to guide consumers to establish a correct health awareness and health concept. Mature industries are inseparable from mature consumers, but at present consumers lack the necessary knowledge of health care and health care products, which inappropriately denies the role of real health care products. Therefore, in the future, the advertising of health care products should shift from efficacy propaganda to health care knowledge propaganda, with health care knowledge propaganda and brand propaganda as the core, so as to improve consumers' health care awareness and win consumers' favor.
Advantages of developing health care products industry in Shanghai
Although there are various problems in health care industry, the huge development prospect of Bio-health care industry still attracts more enterprises to forge ahead. As the economic center city of China, Shanghai has many unique advantages in the development of health care products, which will surely become a hot spot in the future development of health care industry.
First of all, Shanghai has a good macro environment for the development of health care industry. Biomedical technology industry is a strategic industry supported by Shanghai. At present, Shanghai is accelerating the industrialization of biology and medical technology through the "Medicine Valley" in Zhangjiang, Pudong. Shanghai has a high degree of legalization and strong supervision over health care industry, which provides institutional guarantee for health care products enterprises to embark on the road of standardization. For those enterprises that have long-term vision and really want to maximize enterprise value through continuous operation, Shanghai has unlimited business opportunities. At the same time, Shanghai has advantages in scientific research and talents. Shanghai is a center of biotechnology, with many universities and research institutes engaged in biotechnology research and abundant human resources. For those enterprises that attach importance to their own scientific and technological content and have strategic vision, Shanghai is a good place to practice their internal strength and vigorously cultivate brand-name products.
Secondly, Shanghai has a strong market advantage. In 2000, Shanghai accounted for 6.7 billion of the total national sales of 60.7 billion, becoming the main consumer market of health care products. In 200 1 year, Shanghai's per capita GNP has reached US$ 4,500, taking the lead in entering the middle income level in the world, and the consumption of health care products will further increase. Shanghai market also has a team of high-quality consumers, who have their own understanding and views on health care products. Some consumers have been able to understand health care products from a scientific point of view, and formed the concept of long-term use of health care products.
At present, local health care products enterprises in Shanghai should seize the opportunity and accelerate their development. By the end of 2000, there were 70 health care products manufacturers in Shanghai, accounting for 6.9% of the total number of health care products enterprises in China, and the total number of health care products was 192, accounting for 10.5% of the national proportion. In Shanghai's health care products market, Shanghai's local products only occupy 35% of the market share, and 65% is the product cost of foreign countries and other places, especially the health care products and gifts market, which is basically occupied by foreign brands such as Wanji, Today, Joy, Kangfulai and Bowling Ginseng. Compared with the capacity of Shanghai market, the development of health care industry in Shanghai is relatively backward. Shanghai health care products enterprises should seize the opportunity, speed up development, and strive to form a multi-variety, multi-level, multi-functional and high-tech health care products industry system as soon as possible to win the market competitive advantage. I just hope you can see where it is. After all, the writing in different places is different. I hope you can succeed, my friend. !