Idea: Good foreign products need to be introduced.
In 2003, Amway, which sells Nutrilite series health products in the mode of "direct sales+stores", sold more than RMB 654.38+000 billion in China for the first time, accounting for 654.38+0/5 of its global sales. China has become Amway's largest market in the world. In August of the same year, Nalaide Nutrition Brand, the fourth largest health care product company in the United States, officially entered the China market under the banner of "natural herbs", while more foreign-funded enterprises targeted the China market.
According to the reporter's understanding, at present, most foreign health care products enter China in several forms: first, the overall scale of the brand enters, and enterprises are established in China; The second is to borrow chickens and lay eggs, import them through trade channels and sell them by domestic distributors; Third, behind-the-scenes operation, illegal sales of foreign non-mainstream products in China through smuggling and other means. In addition, some imitations of foreign health products processed and produced in China are also quietly circulating in the market through various channels.
Wang Dahong, a senior expert in the health care industry, believes that the existence of the above phenomenon has caused many adverse effects on China's health industry. At the same time, it also creates obstacles for some excellent foreign products to enter China. Therefore, some good enterprises have slowed down their entry, and some enterprises have become "original" after entering China; There are also some enterprises that are difficult to integrate with the health industry in China after coming to China.
Wang Dahong said that to change the status quo, China's health industry should not only have the determination to "go global", but also establish the consciousness of "bringing in". Specifically, it is necessary to cultivate a group of enterprises that have a deep understanding of domestic and foreign health care products regulations and markets, and have the strength to standardize their operations, and selectively introduce foreign excellent brands to adapt them to the China market. At the same time, relying on its own excellent theories and products, we will open up lasting channels and build a platform for benign exchanges between Chinese and foreign health products.
Practice: Guide foreign brands to land smoothly.
The reporter learned that many domestic enterprises are seeking ways to enter the international market. As a well-known high-tech enterprise dedicated to R&D and production of green environmental protection industry, Shenzhen Kedexin Green Environmental Protection Technology Co., Ltd. has developed more than 20 new products in two series of environmental protection and health care, which are exported to dozens of countries and regions such as Europe, America, Australia, Southeast Asia, South Korea and Hong Kong, and are widely welcomed and praised. Since 2003, Kaide Company has started to cooperate with German Health Care Association, using the organic raw materials and related technologies of German Health Care Association, and combining the theory of traditional Chinese medicine to develop, produce and sell health food, organic food and natural cosmetics.
Yang Shunkai, chairman of Kaide Company, said that at present, foreign health care products have not been in line with the China market. Therefore, after determining the strategy of going abroad, Kaide should not simply export its own products or simply import a foreign product, but want to use its own advantages to promote a carefully cultivated foreign brand in China in an optimal way. At the same time, I also want to introduce my excellent products and brands into the international market through such cooperation, and build a harmonious, orderly and long-term development exchange and cooperation model with foreign health industries.
The person in charge of Kaide believes that in terms of the global health care products market, German health care products have more characteristics, better quality and more standardized operation. Germany is the largest producer and consumer of healthy food in Europe, and it is also one of the birthplaces of organic agriculture. From 1887, the first health food store in Germany? Since the foundation of FORMHAUS, there have been more than 3,000 traditional health food stores in Germany. With consumers' concern for the environment and their own health, natural, pollution-free, high-quality, environmentally-friendly healthy food and organic food are increasingly welcomed by people.
In Germany, Health Care Products Association (AFR) is responsible for the distribution and promotion of health food. AFR's 39 contract producers produce more than 6,000 kinds of health foods, of which 1350 kinds have obtained German organic food certification. Its health food and organic food have strict production standards and control systems, and all products must meet the strict standards of the traditional health food improvement association before they can be sold with special signs in the health food stores Neuform and reformhaus. Manufacturers mainly ensure the quality of healthy products from four aspects: raw materials, production technology, product formula, packaging and transportation.
Yang Shunkai told reporters that we pay more attention to introducing advanced technology from AFR to strengthen our brand. Caird found that China also has corresponding health products that can be docked with Germany, that is, peptide products.
He said that China's peptide products are competitive with world-class products in technology and quality. Therefore, Kaide cooperated with German Health Products Association to develop peptide products, developed research, production and sales of peptide products by using its advanced organic health food research and development technology, high-quality peptide raw materials and modern production research and development base provided by Kaide, and promoted peptide products to foreign countries on a large scale, thus realizing an equal dialogue with the international health industry.
Contact information: Foreign products are sold directly and stamped with the seal of China.
Insiders pointed out that China's health industry has begun to look for ways to join hands with foreign products. However, apart from building a good platform, the first voice of China's health industry and international dialogue should be its own sales model.
Jia Yaguang, Deputy Secretary-General of china health care association, believes that foreign brands that have successfully entered China at present all adopt direct sales. However, direct selling is not something that only belongs to foreigners, and it is impossible for us to completely copy foreign models. Over the years, China's health care industry has begun to form its own characteristics, and companies such as Dalian Zhenao, Zhuhai Tiannian and Nanjing Zhongmai have created good results with their own service marketing methods. At present, China's health care industry needs to absorb and integrate foreign advanced technology in products, innovate in marketing methods, form an overall breakthrough, and accelerate the internationalization of China's health industry.
Since its birth in 1950s, direct selling has been adopted by more than 70 countries in the world, and the World Direct Selling Alliance has more than 50 member countries and regions. Especially in recent years, the densely populated and interpersonal-oriented Asian economy has developed rapidly, with employee sales accounting for 52%, North America accounting for 28%, and the European Union accounting for 14%. The number of employees exceeds 65,438+00% of Singapore's national population, 8% of Malaysia and 5% of Thailand, and the proportion is still rising.
Jia Yaguang said that China's health industry needs more innovation in marketing methods and models. In this process, marketing model and product quality should promote each other, and some powerful enterprises are likely to form their own brands in products and sales models. Such enterprises will take the lead in going to the world, conduct reciprocal exchanges with internationally renowned brand enterprises in domestic and foreign markets, and form a virtuous circle, thus accelerating the process of integrating the whole health industry with the international community.
Yang Shunkai pointed out that most foreign products enter China in the form of brands, which may be more suitable for marketing innovation. Kyle had to use the model of "member+salesman+franchise store+e-commerce" flexibly in the marketing process, which was not only more suitable for brand and product management, but also created a brand-new marketing model with company characteristics.
As of press time, the reporter learned that some well-known domestic health care products manufacturers, including Kaide, are jointly discussing the marketing model of health care products in China under the guidance of china health care association, putting forward an integrated, standardized and definitive marketing strategy for China's health industry, promoting the healthy development of China's health industry and making due contributions to human health.