Under the influence of the industry's strict regulation in 2019, as well as the "right to health affairs" affect consumers' health care product spending willingness. In 2020, although affected by the strict supervision of the industry and the COVID-19 epidemic, the growth rate is about 3.2%, and the environmental trend range of the health care and moral industry will reach 409.2 billion yuan.
According to the development trend, the cost of health care products physiological short-term pressure before, and affected by the epidemic, it is estimated that the next five years of industry growth will at least link at the control of 4%, 2026 industry environment trend range is about 517.8 billion yuan.
In the coming decade, the secretion rate of health care products in China will gradually evolve along the trend of "the first and second tier cities to the third and fourth tier cities", "the aged population to the young and middle-aged population", "the nourishing effect and health care to the supplement of cooking nutrients", and China's health care and moral industry will enter a "golden period" of rapid development.
1
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 products.
With the diversification of consumer needs, the environment tends to be more rich products, thus the existing low-end products of the health and moral industry have an inevitable replacement threat. In addition, the competitive force of the domestic health care products brand is weak and the recognition of the consumer is not high, the domestic existing health care products are very easy to be updated and replaced.
The environmental trend of traditional Chinese medicine health care products showed a trend of increasing year by year. In the era of epidemic disease, traditional Chinese medicine and related health care products have received much attention and trust. Traditional Chinese medicine health care products based on the surface of traditional Chinese medicine will have a strong sales increase in the future.
Domestic medicine health care products environment trend is the first to start from direct sales, was labeled as "senior spending" setting. At present, the product cost range of 400 yuan or more accounts for a rising proportion, 200 yuan is compressed as follows, high-end trend appears, the incentive of promotion behavior superimposed on the promotion of health care awareness, driving the cost needs of high-end Chinese medicine 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. Since July 2020, many pharmacies have seen an increase of 8% to 10% in one-sided TCM 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 good as the industry supervision, industry barriers are low questions, at the same time because of the traditional Chinese medicine health care industry and high profit margin, resulting in a large number of health care products enterprises appear in intensive and uneven.
At present, in China's traditional Chinese medicine health care products platform, Tongrentang, Wulimit, Dong 'e E-Jiao, New Era Health and Health Yuan and other enterprises occupy the position of intense environment trend. The five enterprises registered more than 10 kinds of traditional Chinese medicine and health care products, in which Tongrentang more than 100 kinds.
Disease preparedness, "treatment of disease", to promote the national health level of the strategy bias. From the perspective of forever, as a critical category of "curing diseases", TCM related health care products still have huge space for development.
2
Direct selling and non - direct selling enterprises share of the rise
Because the health care moral industry access threshold is low forever, a large number of food enterprises through the "OEM" into the environment trend, so the overall density of the industry is lower, the environment tends to be more evacuation. Since 2019, influenced by the power and health affairs, the leading enterprises with planning standards have benefited from the stricter regulation, and the environmental share tends to be concentrated towards the head.
In 2019, the CR8 of health care products was 41.5%. The direct selling enterprises of health care products were affected by the industry reorganization, and the share of environmental trend was reduced. By-Health's share rose to 9.9%, surpassing the endless pole to become the leading cooking supplement industry.
In 2020, the environmental trend share of health care products in China is 13.9% for CR3, 19.9% for CR5, and 30.4% for CR10. The top five health care products enterprises are still dominated by direct selling enterprises, but the first one, By-Health Thompson, has an environmental trend share of 6.4%.
Direct selling enterprises are slow to develop new products, lack of control over the changing environmental trends, and lack of e-commerce channels, resulting in a decline in the differentiation of share. In recent years, BH has been working hard on channel diversification, implementing the strategy of large single products and the e-commerce 2.0 decision. At the same time, it has expanded the categories of cage products through overseas recycling. The market share has been steadily promoted year by year, and the position has been doubled and stable.
Health care product environment trend channel is also in continuous change. In 2016, the online sales share of health care products in China exceeded the pharmacy channel share for the first time, becoming the second largest health care product sales channel after direct selling, 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 surplus, 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" has made the numerous health care and moral industry increase their investment in online marketing, bringing new opportunities and cost enhancement points to the industry.
Over the past year, more and more enterprises have crossed into the health care products environment trend. More than half of the listed health care products companies have made their health care products trading revenue close to the balance of the second echelon of the main enterprises by means of recycling and expanding trading lines.
From the perspective of cost, the environment of health care products in China has a large space for improvement. The cost of medical care for households in China has increased from 586 yuan in 2009 to 1902 yuan in 2019. However, there is still a big difference between the per capita cost of health care products in China and the booming countries, and the per capita cost of health care products in China is 29 dollars in 2019. That's about one-eighth the size of the United States. China's per capita disposable income is growing, and the middle and high income groups are still increasing. In the future, the spending on health care products has further room to increase, and the overall development has a huge aftereffect.