I. Classification of main products of health care products
1. beauty beauty health food
2. A health food for removing oil, expelling toxin and losing weight.
3. products for improving sleep
4. Blood-enriching products
5. Calcium supplements and health products
6. Kidney-tonifying and aphrodisiac products
7. A health product for improving immunity
8. Brain-strengthening and intelligence-improving products
9. Hypolipidemic products
10. multivitamin products
1 1. hypoglycemic health products
Second, the main problems in the current health care products market
1. False and exaggerated propaganda, resulting in a decrease in consumers' trust in health food;
2. Low level and serious homogenization;
3. Imperfect management regulations;
4. The proliferation of fake and shoddy health food;
Among them, publicity has become the biggest obstacle to the development of China's health food industry. According to the survey results of China Consumers Association and China Institute of Health Science and Technology, 73.5% of the publicity contents are not in compliance with relevant laws and regulations, of which 42. 1% make false publicity about the product functions; In addition, 3 1.4% claimed that the product had health care function without the approval of the Ministry of Health.
According to a survey released by the College of Applied Arts and Sciences of Beijing Union University, only 3% of consumers think that health food can achieve the expected full effect, 60% think it is partially effective, 26% think it has no effect, and 2% think it has side effects. Exhibition Marketing This shows from a certain aspect that the integrity of the health food industry in China is in jeopardy.
Third, the consumer market
1. The market types of health food in the north and the south are obviously different, mainly due to the different eating habits, temperature difference and sunshine between the north and the south. North and South demand factors need greasy diet, light blood and calcium supplement, dry climate and long-term constipation to treat spots, acne and acne. 2. Consumers and users do not make unified consumption or purchase through access channels in the pure consumer terminal market, nor do they send relatives or gifts to friends in units and groups. Purchase channel unit welfare will be sent to consumers, and users will buy products for their own use in the terminal market, some of which will be recommended to people around them as gifts or products for their own use by unit welfare, and some will be recommended to people around them.
3. The level of consumers is not uniform
Most consumers are not aware of their demand for health care products. Still can't tell the difference between health care products. Most consumers will take health care products in strict accordance with the instructions.
Fourth, the main marketing methods.
1, advertising language trial sale
Simple customs slogan and large-scale advertising radiation. It is a popular product that products quickly become familiar to consumers. For example, melatonin "no gifts this year, only melatonin."
2. Event marketing
Increase consumers' recognition of products through one activity. For example, the "Seeking Truth in Hainan" activity of Yangshengtang Guibie Pill makes consumers intuitively realize that the products are genuine, safe and reliable.
3 Soft Text Marketing
By publishing articles on some special magazines or websites to publicize the efficacy of products, it can be recognized and favored by potential consumers.
4. Terminal marketing
Grasp the last centimeter of the sales link. Create momentum in retail terminal channels and cooperate with marketing consultants (promoters). Gain the trust of consumers at the terminal or directly, and increase product sales and awareness. Or establish independent sales channels and outlets.
5. Brand marketing
Named by the signer's endorsement or large-scale activities. Contact the brand theme. Enhance brand awareness, such as Amway's concept of keeping sports healthy. Seize the Olympic Games and sign international sports stars.
Verb (abbreviation of verb) sales model
1, direct sales.
Amway is the most successful direct selling company in China. Due to relevant laws and regulations and Amway's sales strategy, Amway's sales model can be summarized as "outlet employees+direct sellers". Store staff outlets/store business directors Direct sellers Senior business directors Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers Direct sellers.
The picture shows Amway's sales model, and the arrow direction shows the circulation direction of Amway products. Network has multiple functions, which can not only improve brand awareness, but also sell products through store image. It can also be used as a transit warehouse for distributing products to direct sellers.
The first reason for the high sales enthusiasm of Amway staff lies in high salary and promotion opportunities.
The customer chart shows the sales target and salary that the direct seller needs to complete. This does not include the benefits of team leaders. For example, silver medal, diamond award. Season award, year award, etc.
Amway is good at changing the relationship between consumers and salespeople. Amway emphasizes that every salesperson should use Amway products to convey personal experience to consumers. Consumers, on the other hand, are easy to join Amway and have free working hours. The salesperson is keen on developing the team because of the team incentive system. At this point, in the process of mutual transformation between consumers and salespeople, salespeople and consumers roll bigger and bigger like snowballs.
2. Community sales
Similar to direct selling. Through the publicity of community cultural activities during the naming period. Or set up a special lecture for guidance. Increase consumers' awareness of products and narrow the distance with consumers. Sell products. Mainly middle-aged and elderly consumers who need health care products and have enough time.
3. Group purchase/special channel
Sell to enterprises and institutions. As a gift, welfare.
4. Terminal sales
Pay attention to the relationship with terminal channel retailers, the image of counters and the quality of marketing consultants. Seize the share in the most direct way. Strengthening the training of marketing consultants plays an important role in the expectation of terminal sales. Tomson Bianjian Company conducted a one-month pre-job training for its nutrition consultant. And regular training will be conducted after taking up the post. Strive to increase customers' consumption experience and demand for nutrition knowledge.