The Qianzhan Jiadang Research Institute recently released a report on the environmental trends and investment plans of China's health and moral industry during 2021-2026 (hereinafter referred to as the "report"), which found that China is in the process of a per capita GDP transition to $10,000 - $12,000. Health care products in China are slowly from high-end spending goods, gifts into cooking nutrition supplements must choose products, it is estimated that the entire industry will also accelerate the scope of climbing.
Euromonito data show that this year, China's health care and morality industry's environmental trend range reached 396.5 billion yuan, the growth rate fell to 3.1%, mainly due to the impact of this year's industry strict regulation, and the "right to health events" affect consumers' health care products spending. In 2020, due to the impact of the strict regulation of the industry and the COVID-19, the projected growth rate is estimated to be about 3.2%. The conservative estimate is that the environmental trend range of the health and ethical industry in 2020 is 409.2 billion yuan.
The report pointed out that, linked to the Euromonitor outlook data and the current trend of the industry, the cost of health care products physiological pressure before the short-term, and affected by the epidemic, it is estimated that the next five years of industry growth will be at least linked at the control of 4%, 2026 industry environment trend range is about 517.8 billion yuan.
Foresight possessions to delve into court to delve into member He Jia to reporters that the central plains times every ten years in the future, China health products production rate will follow "a second-tier cities to three or four line city", "old crowd to the young and middle-aged people", "tonic effect care to cooking nutrition supplement" bias evolution step by step, Chinese health care industry character will be carried out in the "golden age".
Direct selling and non - direct selling enterprises share of the rise
Because the entry threshold of health care morality industry is low forever, a large number of food enterprises have experienced the environmental trend of "OEM", so the overall density of the industry is low, and the environmental trend is relatively evacuated. Since the beginning of this year, affected by authorized health events, the leading enterprises of planning standards have benefited from the tightening of the system, and the share of environmental trend has been concentrated towards the head.
According to Qianzhan Jiadang Research Institute data collation performance, this year health care products CR8 is 41.5%, this health care products direct selling enterprises by the industry collation, environmental trend share has been reduced; The share of non-direct selling company Tomson By-Health increased to 9.9%, surpassing the endless and becoming the leader in the cooking supplement industry.
In 2020, CR3, CR5 and CR10 accounted for 13.9%, 19.9% and 30.4% of the environmental trend share of health care products in China. The top five health care products enterprises were still dominated by direct selling enterprises, but the top one was non-direct selling enterprise By-Health, with an environmental trend share of 6.4%.
In He Jia's opinion, direct selling enterprises such as Jianfang are slow to develop new products, lack of control over changing environmental trends, and lack of e-commerce channel development, resulting in a decline in share distribution. In recent years, By-Health has been working hard on channel diversification, implementing the strategy of large single product and E-commerce 2.0 decision. At the same time, By-Health has experienced overseas recycling of LSG and Penta-Vite, etc., and expanded the categories of cages. The market share has been steadily promoted year by year, and the positions of leading non-direct selling enterprises have been stable.
Environmental trends in health care products are also changing. In 2016, the online sales share of health care products in China surpassed the share of pharmacy channels for the first time, becoming the second largest health care products sales channel after direct sales, and the compound growth rate in the past five years was as high as 31.2%.
With the spread of the Internet, the online channel of health care products has captured a new round of volume dividends, and it is very good to meet the needs of the long tail of health care products consumers, and the development momentum is very fast. The rise of "live shopping" makes the health care and moral industry increase its investment in online marketing, which brings new opportunities and cost enhancement points to the industry.
Over the past year, more and more enterprises have crossed into the environmental trend of health care products. More than half of the listed companies engaged in health care products have experienced methods such as recycling and expanding business lines, making the revenue of their health care products business sector close to the balance degree of the second echelon of the main enterprises.
Report points out, from the cost side, the trend of Chinese health care environment to enhance space is large, our country residents health care cost pay ever from 586 yuan in 2009 to promote 1902 yuan every year to date, however, China and the degree of the flourishing nation health spending per capita payment still have bigger difference, this year in China's health care spending per capita quantity is $29, That's about one-eighth the size of the United States. China's per capita disposable income connection increased, middle and high income groups are still increasing, health care products spending in the future has further room to increase, the overall development of a huge momentum.
High-end traditional Chinese medicine health care products will rise differently
At present, the effect of domestic large one-sided health food is mostly concentrated in the immune regulation, lowering blood fat, ease brawn three aspects, product homogenization tension, resulting in fierce competition between the products.
He Jia said that with the diversification of consumer needs, the environmental trend products are more rich, so that the existing low-end products of the health care and morality industry have an inevitable substitution threat. In addition, the competitive force of domestic health care products brand is weaker and the cost of recognition is not high, domestic existing health care products are very easy to be replaced by renewal.
The report shows that the environmental trend of TCM health care products is increasing year by year. During the epidemic period, Chinese medicine and related health care products received much attention and trust, and the share of environmental trend exceeded 90 billion yuan this year. Chinese medicine health care products based on the surface of Chinese medicine will have a strong sales increase in the coming days.
The environmental trend of health care products in China is the first to start from direct sales, which has been set as "high cost products". The environmental trend data shows that this year, the proportion of the cost of TCM health care products rises above 400 yuan, while it shrinces below 200 yuan. The high-end trend appears, and the promotion behavior leads to the enhancement of superposition of health care awareness, which pulls the cost demand of high-end TCM health care products.
In 2020, under the influence of the epidemic, the sales volume of a one-sided traditional Chinese medicine health care product has doubled, and the cost has also reached a climax of varying degrees. According to industry statistics, since July 2020, many pharmacies have found an increase of 8% to 10% in one-sided traditional Chinese medicine health care products. The price increase of traditional Chinese medicine health care products is not only related to the increase of cost, but also related to the surge of raw materials cost of Chinese medicinal materials in the first half of 2020.
However, the domestic medicine health care industry as skilled as the industry is less than, the industry barriers are lower questions, at the same time because of the Chinese medicine health care industry and higher profit margins, resulting in a large number of health care products enterprises appear intensive and uneven.
At present, in China's traditional Chinese medicine health care products platform, Tongrentang, Endji, Dong 'e E-Jiao, Xinqi Kangjian and Kangjianyuan enterprises hold a tight environmental trend positions. The number of registered products of Chinese medicine and health care products of these five enterprises all spanned 10 kinds, and in this case, Tongrentang even spanned 100 kinds.
He Jia felt that the State Council issued this year "for the implementation of the health of China action views", understand the national experience of disease preparedness, "cure", in order to promote the national health degree of the strategy bias. From the perspective of forever, as a critical category of "curing diseases", TCM related health care products still have huge development space.