How to treat health care industry and market industries?

The health care industry has a huge development space and the rigid demand is increasing. Basic situation of health care industry

Health care product is a kind of food, which has the characteristics of general food, can regulate human function and is suitable for specific people to eat, but it is not aimed at treating diseases. No matter what type of health care products are, they are self-serving and not quick-acting, but long-term use can benefit people.

At present, the health care products on the market can be roughly divided into general health food, health medicine, health cosmetics, health care products and so on. Health food has the characteristics of food, such as tea, wine, bee products, drinks, soup, fresh fruit juice, medicated diet and so on. , and the requirements of color, fragrance, shape and quality, but generally there is no requirement on the dosage.

Market size forecast of China health care industry.

Benefiting from the improvement of economic level, the aging population and the enhancement of health awareness, China's medical and health care industry has developed rapidly. According to the Analysis Report on Market Foresight and Investment Planning of Health Care Industry in China issued by Forward-looking Industry Research Institute, the scale of health care industry in China increased from 44.2 billion yuan in 2002 to 237.6 billion yuan in 20 17, with a compound annual growth rate exceeding 10%. It is estimated that by 20 18, the market scale of health care products in China will reach 261400 million yuan, and the compound annual growth rate in the next five years (20 18-2022) will be about 8 12%, and it will reach 357.2 billion yuan in 2022.

Analysis of competition pattern in health care industry

Health care products are different from medicines, and it is difficult for consumers to produce immediate effects after taking them, thus bringing "placebo effect" to consumers: health care products need to be taken for a long time, and health care products with high prices have better effects, so health care products naturally have higher brand premium and stronger price-raising ability, and there is great room for improvement in both consumption and price. Under the background of consumption upgrading and health care product consumption education, it is expected that the domestic health care product market will maintain rapid development. In addition, from the perspective of industry concentration, the health care industry is still relatively scattered, with the ratio of CR3/CR5 being 23.8%/34.3% respectively, and there is much room for improvement in the future.

Quantitative analysis of health care products enterprises

The average gross profit margin of health care products manufacturers in China can reach over 40%, and the net profit rate is between 15-20%. The reasons of high profit, lax supervision and low entry threshold lead to the entry of a large number of small and medium-sized enterprises and a large number of manufacturers. By the end of 20 17, there were about 23 17 health care products manufacturers in China, most of which were small and medium-sized enterprises. The sales revenue of the top 20 enterprises only accounts for 38.6% of the market share, and there are many local enterprises with small scale and unknown brands at the end of the market.

The purchasing power of the people has improved.

In recent years, the people's living standards in China have been continuously improved, the purchasing power of the people has been rapidly enhanced, the per capita medical and health expenditure has also increased, and the nutritional and health status of the people has been significantly improved. On the one hand, China's per capita disposable income has increased year by year, reaching 23,800 yuan in 20 16 years, with a compound annual growth rate of 9.16%; On the other hand, China's per capita health care expenditure has also increased rapidly, from 20 16 to 1307 yuan, with a compound annual growth rate of 12.74%.

Rigid demand growth

In promoting the strategic plan of "Healthy China", the whole medical and health industry and big health industry will enter a period of vigorous development. Combined with people's health needs, it will stimulate the continuous development of health food market, which is a huge demand for health needs in China. At present, the market structure and marketing model of health food require enterprises to continuously increase research and development technologies and methods, and constantly improve the level of scientific and technological innovation, so as to provide more means to meet different needs. In terms of marketing methods, in addition to traditional channels such as supermarkets and direct sales, WeChat marketing and e-commerce have gradually become the mainstream, and the sales methods are increasingly diversified.

Huge development space

Compared with developed countries, the development of health care products brands in China is still in the primary stage, and there is a gap between brands, quality, service value and competitiveness with foreign brands. Consumers' preference for foreign brands of health care products also stimulates domestic brands to speed up the reform and upgrading, forcing the industry to transform and upgrade with market forces, promoting the supply-side structural reform in health care industry from the demand side, and promoting the spatial growth of the industry.