In addition to the normal production and sales model, health care products enterprises also adopted the agency system and OEM system at the earliest. The agency system is a way to buy out the sales right without producing products; The OEM system is to entrust others to produce their own formulas and related products. The characteristics of these two methods are that they can reduce research and development costs, production costs, equipment investment risks and quality risks in the rapidly changing health care products market, and pay attention to consumer psychological research and sales team building.

2. Pay attention to the study of "building momentum and gaining momentum".

Health care products marketing pays attention to "taking advantage of the situation to create momentum" and "media collocation" Successful health care products enterprises attach great importance to the research of "creating momentum" in the way of publicity, so that enterprises can frequently "expose" and combine various media to quickly deliver their products and brands to the target population. Zhu San, which is famous for its overwhelming advertisements, is a typical example. Later, Red Sun, Harbin Pharmaceutical Group and Melatonin took this feature to the extreme, and then "bombing for 20 days" (mainly half-edition and full-edition) for the purpose of investment promotion was the deepening and specific application of this feature. Of course, in terms of details, the core content also includes "self-created media" (three tabloids) and "soft writing to create momentum" (melatonin).

3. Pay attention to "conceptual strategy"

"Differentiated conceptual strategy" is actually the essence of many industries. However, in the domestic market, health care products enterprises have raised this function to the supreme position, and even become the primary factor related to the survival of enterprises. Many cases have become well-known classics-"Don't let children lose at the starting line", "It's nice to be a woman" and "People need calcium supplement when they are old", which have had a great impact on society and influenced the lifestyle of a generation subtly. Of course, like any market view, this model also has a gradual mature process. The research level of early enterprises on strategy is also low, among which several enterprises that have made great contributions to strategy are Zhu San, Fushan Pharmaceutical, Yangshengtang and Jiante.

4. "Terminal Pull"

The important process of a product to the market is terminal sales, especially fast-moving consumer goods and health food, which need "promotion" to directly generate benefits and ensure the effective use of air resources. Generally speaking, marketing and promotion are the simplest and most effective means to sell products. But in the health care industry, it has its particularity, that is, customers' doubts about curative effect must be solved by the terminal. As a result, community propaganda (Zhu San, Toyama) and conference marketing (Tiannian) appeared, including interactive marketing, experiential marketing, free trial, expert lectures and other derivatives.