One is to exaggerate advertising. According to the market survey data of China Consumers Association in 2003, 70% of health care products involve false propaganda. In the propaganda language, the concept of hype is full of empty words, just like looking at flowers in the fog, which is obscure.
Second, there are quality problems. Since July 2002, the Ministry of Health has randomly selected 1 18 kinds of slimming health products. 1On October 20th, it was decided to ban 10 kinds of illegally added western medicine ingredients or counterfeit products. On the 26th, it was announced that it would immediately investigate and destroy eight kinds of prohibited products such as Xinmeizi. It is found that these products contain fenfluramine, sibutramine and so on. On June 5438+ 10, 2004, three products were found to contain banned sibutramine, and some anti-fatigue health care products contained banned "sildenafil citrate" (a component of Viagra).
Third, the awareness of brand building is weak. Most brand consumers of health care products don't know. Among hundreds of products with the same function, consumers often spend a lot of energy and time in the process of buying like looking for a needle in a haystack, so it is difficult to buy their favorite products. When they buy again, they will change the brand, which increases the distrust of consumers and even stops buying. Enterprises are indifferent to this, only know how to promote products and refuse to make efforts to build brands. It is hoped that health care products enterprises will change from product management to brand management, and at the same time do a good job in pre-sales and after-sales service, establish a quality information feedback system, strive for more loyal customers and expand the market scale.
In addition, there is the phenomenon of indiscriminate price war, which makes the market of traditional Chinese medicine health care products in a state of disorderly competition. (End)