Nowadays, there is little difference in the quality and efficacy of similar health foods, so it is necessary to create differentiated characteristics. The most effective way is to start with the characteristics closely related to the product, fully create the added value of the product, cause the different characteristics of the product itself, and make the product more prominent and stand out.

Time:

Half a day on July 5, 2005 and all day on July 6-7, 2005.

Location:

Preface of Quanzhou region

Through investigation, it is found that most health food enterprises' views on consumers are still at the level of understanding 10 years ago. This is an incredible phenomenon. 10 years of change, not to mention vicissitudes, is earth-shaking, and so are consumers. So, how to treat healthy food consumers?

Consumer expectation is an important factor affecting the market. In the study of western economics, expectation factor is one of the market analysis factors that cannot be ignored. However, at present, the function and value of healthy food are far from consumers' expectations. Of course, on the one hand, the national policy has certain restrictions (limited to the declaration of 22 functions), on the other hand, product development is in a speculative attitude, and which function is easy to declare will be reported. This is why fatigue relief and immune regulation account for one-third of the health foods approved by the state. Think and grow rich, so is healthy food. Those who follow the trend are winners.

One of the foundations of marketing is that in most unclear situations, consumers buy what they want, not what they need. What you like is the best. Preference plays an increasingly important role in the purchase decision-making process. The reason why brands are influential is precisely because consumers' choices are biased. With the development of healthy food today, have you understood and analyzed what consumers like to eat? What kind of medical care needs are more urgent and preferred? In fact, at present, healthy food is still at the product-centered level, and there is not much concern about consumers' preferences. Even if there is, most of them are doing so-called segmentation and market selection under the banner of planning. In recent years, the typical healthy food that deeply analyzes consumers' preferences is detoxification and beauty (later changed to drug standard). Grasping the preference is to grasp the hearts of consumers. What are the future consumption preferences?

First, product analysis.

At present, the brands of health food in all major regions of Quanzhou, such as New Life, Laifubao, Ling Kai, Oulaite, Temekang and Conway (ranked by price), are generally positioned in the mid-end consumer market, and their functions are described as: health food containing essential nutrients for human body, meeting the daily health needs of human body and consolidating the health foundation. The same target group and the same efficacy demand are the important reasons why they crowd out and compete with each other. Brand image will accelerate the influence of consumers' desire to buy. Variety characteristics: dha soft capsule (128 yuan), liquid calcium soft capsule (128 yuan), lecithin soft capsule (72 yuan -98 yuan), propolis soft capsule (138 -285 yuan) and carrot soft capsule (129 yuan). Amino acid soft capsules (78 yuan-129), garlic oil soft capsules (78 yuan-129), sheep placenta extract soft capsules (138 -325), Aloe Mae capsules (98 yuan-128) and dietary fiber (85 yuan).

Second, public relations development.

Public relations should be the top priority of healthy food enterprises. No matter from product research and development, approval to production, sales and promotion services, any link can not be separated from dealing with the outside world and engaging in public relations. The public relations activities of health food enterprises mainly refer to communication and coordination with relevant government departments (such as taxation, industry and commerce, health, quality inspection, etc.). ), media departments (TV stations, radio stations, newspapers, magazines, etc. ), distributors and channels (supervisors, terminal managers, salespeople, etc.). ), so as to get support, realize a virtuous circle, create an environmental atmosphere for health food marketing, and remove obstacles.

Third, the characteristics of healthy food in the market are summarized as follows;

1, to meet the needs of fast-paced work and life, compound nutritional supplements will become more and more popular.

2. Consumers will pay more and more attention to the effective health food made of scientific ingredients extracted from natural food.

3. The market of preventive and non-therapeutic health care products with definite functions of lowering blood pressure, blood sugar and blood fat will continue to expand. Due to the improvement of living standards, cardiovascular and cerebrovascular diseases and their prevention will attract more consumers' attention.

4. Brand image will accelerate the influence on consumers' purchasing desire.