After several years of market baptism, most of the traditional health care products enterprises in China have disappeared. After the uproar of the health care industry, we are left with thinking and loss. Disorderly competition, simple and low-level repetition and serious overdraft reputation have left a lot of regrets for this industry. However, on the contrary, China people's growing health requirements are constantly improving. In this environment, it is a road of self-destruction if the health care products enterprises still develop according to the low-cost slow expansion strategy under the original self-production and self-marketing mode, because most health care products enterprises are unable to improve the marketing system, making most valuable products either unable to open the market or shelved. According to statistics, there are as many as 7,000 kinds of health care products approved by "National Food Health Word" and "Health Food Health Word" in China, but they are transformed into products.

At this time, if enterprises want to occupy this market quickly, they need to find a new way different from the traditional marketing model of health care products. Therefore, since 2005, a group of far-sighted entrepreneurs began to try to introduce e-commerce into health care industry, resulting in an e-commerce model with health care products sales as the main body.

The integration of the two industries is inevitable, because from the market point of view, with the improvement of people's health awareness, the health care product market is growing at a rate of 5-10 billion yuan every year, and it is expected to reach10 billion yuan by 20 10. With the popularity of the domestic Internet, the online shopping habits of netizens have gradually matured, and the total online shopping of various commodities has exceeded 100. I. Classification of health care industry Up to now, there are more than 200 domestic health care products e-commerce websites, most of which are in the exploratory stage and have not formed a scale. According to the operation mode, it can be divided into the following categories:

1, the C2C e-commerce model of health products, represented by Taobao, started earlier and has a good foundation. With the continuous growth of Taobao's annual sales (43.3 billion yuan in 2007 and-0/0 billion yuan in 2008), it also promoted the sales of health care products. In 2008, the health care products sold through this model were about 4 billion yuan.

2. The B2C e-commerce model of professional health products represented by Yisheng Jian Kang began to take shape around 2005. Compared with Taobao mode, this mode is more professional, equipped with professional seats, and professional nutritionists provide marketing services, paying more attention to after-sales and secondary sales. The sales of Yisheng Jian Kang in 2007 was about 400 million yuan, and the official announcement in 2008 was about 654.38 billion yuan. In 2008, the health care products sold through this model were around 654.38+0.5 billion.

3. B2C e-commerce model of comprehensive health care products represented by Red Kids. This model does not focus on the sales of health care products. In order to run a complete product line, the Health Products Department was established. Due to the short time to enter the health care industry and the lack of professional guidance, the sales share of this model in 2008 was not much, about 200 million yuan.

4. The website model of sexual health products represented by colorful valley and orange, in a big way, sexual health products also belong to health products. Because of its particularity, it has formed an independent sales model, and some health care products will be interspersed in the sales process, but the quantity is not large.

5. The sales model represented by the online pharmacy of Golden Elephant Pharmacy developed very slowly due to many external policy factors, and the total sales in 2008 did not exceed 6.5438+million yuan.

6. Direct selling websites of health care products enterprises. Due to the lack of professional promotion means, the product is single and the annual sales volume is not very high.

The sales volume of "Taobao Mode" accounts for a considerable proportion, but with the passage of time, the proportion of professional health care products e-commerce B2C websites of "Yisheng Jian Kang Mode" will become larger and larger, because the C2C form of "Taobao Mode" is based on group and unprofessional, and consumers increasingly need sales methods that have professional knowledge and can provide professional services in the process of purchase and use.