Health (functional) food is a type of food that shares the characteristics of general food and can regulate human functions. It is suitable for specific populations to consume, but not for the purpose of treating diseases. Supply chain: The supply chain includes research and development, approval and registration (OTC/Blue Hat) or filing (functional foods, etc.), upstream raw material and health product production, channel distribution, retail and other links.
Value chain: Brand positioning and marketing channels are important ways to enhance the value of health products. Mid to high end and high-end health products have high brand value. Due to the fact that ordinary mid-range/mid to high end health products belong to industries with light decision-making and short value chains; Belonging to the model of brand strategy driving business strategy; High end/valuable health products belong to the industry of mid decision and mid value chain, and belong to the mutually driven model of brand strategy and product strategy. Therefore, mid to high end and high-end health products should pay more attention to brand and establish a brand centered commercial success system. Due to the fact that health products belong to the lemon market, the industry attributes are high gross profit, heavy brand, and heavy marketing.
At the same time, multi-channel is also a necessary marketing method for the health product industry. Health products belong to the category of "diversified selection+repeat purchase" products that prioritize brand selection as the main factor once a certain brand is identified. The diversification feature refers to the different nutritional components of the product, and the diverse consumer demands. From the perspective of brand market positioning, health products are mainly divided into: international professional big brand products (such as Swisse, Nutrilite), blue hats can promote their effectiveness, but cannot exaggerate the promotion. Other: New resource foods refer to newly developed, discovered, and introduced items in China that have no dietary habits, meet basic food requirements, and are non-toxic and harmless to the human body, such as lutein esters and Lactobacillus acidophilus. It also includes some food products that are of the same origin as medicine and food, which means more than the same origin as medicine and food. Channel types, including online e-commerce and offline channels. Offline channels include retail pharmacies, KA (large supermarkets), hospitals, new retail, and others.
