中国保健品市场现状

中国保健品市场现状 联合国工业规划署指出:“21世纪两大朝阳产业分别是以电子科技发展为基础的信息产业和以生命科学为基础的健康产业。”而保健和医药正是生命科学发展中最具潜力的产业。随着人们生活水平和家庭收入的提高，对保健品的需求会越来越大。 中国保健品市场 (一)保健品的定义 目前对保健品的概念没有严格的定义，一般是指具有保健功能的产品，包括:保健食品、具保健功能的药品、保健器械和保健化妆品等。保健食品，根据国家食品药品监督管理局的有关规定，是指具有特定保健功能或者以补充维生素、矿物质为目的的食品。即适宜于特定人群食用，具有调节机体功能，不以治疗疾病为目的，并且对人体不产生任何急性、亚急性或者慢性危害的食品。 (二)中国保健品行业发展历史 中国现代保健品市场的发展大致可以分为三个阶段，第一个阶段是20世纪80年代，保健品行业的缓慢起步和迅速崛起，代表事件是福建杨振华851生物科技股份有限公司成立;第二阶段是90年代，保健品行业开始进入恶性膨胀和无序竞争的阶段，代表事件是三株和太阳神等保健行业领军企业的迅速崛起和消亡;第三阶段是进入21世纪以来保健行业重新洗牌和逐步寻求的几起几落。保健品市场容量在2000年保健品市场规模达到500亿元，达到辉煌的顶峰。但是在接下来的几年里，保健品市场则迅速转入低迷，2001年、2002年销售额分别下降了43%和29.8%，2002年销售额仅为200亿元。直family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 到2003年突然到来的非典，才让人们重新开始重视保健，促使保健品行业开始回暖，整体销售额达到300亿元;2004年保健品市场延续了2003年的上升趋势，增长率达到13%，销售额为340亿元;2005年保健食品市场份额为470亿元。但是在2006年，再次出现了负增长情况，销售额只有450亿。2007年保健食品销售额恢复到500亿元。 (三)行业环境 1、政策环境 (1)“药健字”分流为“药”“食” 2000年，国家正式颁布撤销“药健字”批号的文件，要求所有“药健字”在2002年12月31日停止生产，2004年1月1日起不得在市场流通。“药健字”产品必须在“药”和“食”之间作出选择:经严格验证符合药品审批条件的，改发药“准”字文号，正式纳入药品流通系统;不符合药品条件，但符合目前保健食品审批条件的，改发食“健”字文号;两者都不符的，撤消文号，停止生产和销售。 2)“国食”取代“卫食” 2003年4月，国务院在国家药品监督管理局基础上组建国家食品药品监督管理局，为国务院直属单位，负责对食品、保健品、化妆品安全管理的综合监督和组织协调，依法组织开展对重大事故的查处。保健食品的审批职能由卫生部移交给国家食品药品监督管理局负责。相应的保健食品的批号由“卫食健字”将改为“国食健字”。 (3)新法规不断颁布 family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 2005年4月底和5月，国家食品药品监督管理局相继出台了新的《保健食品注册管理办法(试行)》和《保健食品广告审查暂行规定》，并于7月1日起实施，代替已有《保健食品管理办法》中的相关内容。 新的《保健食品注册管理办法(试行)》提高了审批要求，简化了审批程序，扩大了申报空间(新法规将保健食品功能分为27项，但企业可以申报27项功能以外的产品)，明确了法律责任等。而《保健食品广告审查暂行规定》规范了保健品广告，加大了审批力度，并规定任何单位不得以新闻报道等形式发布保健品广告。 截止到2006年底，我国共出台部级保健食品相关法规84部，其中卫生部颁布的有31部，药监局20部，商务部18部，国家质检总局14部。2007年5月28日，国家食品药品监督管理局又发布《保健食品命名规定(试行)》(下简称《规定》)，新规从名称开始对保健食品进行规范。 2、行业进入门槛 保健品行业质量控制体系和标准过低，审批过程相对简单，导致投资起点非常低，保健品市场准入门槛不高。以前一种保健品从研制、开发、报批到出成品再到商标注册20万元左右，并且产品标准低。但随着国家食品药品监督管理局成立、保健品管理权移交，国家宏观政策的不断完善，保健品行业的门槛将越来越高。以往做几个小白鼠实验就能拿到产品批号，如今规定必须通过严格的实验过程，才有可能发放产品批号。没达到GMP认证的保健品将不允许生产和销售。现在政府对保健品市场审批和监管力度不断增大，特别是07年初开始family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 政府进一步加强了保健食品注册现场核查及试验检验工作，07年下半年开展了保健食品广告集中整治工作等,使得行业更趋于规范。 从中国保健品市场分析中国(保健协会)统计的申报数据看，往年的保健品申报通过率均在80%以上，2006年上半年通过率更是达90.4%。但到07年上半年，获批数量如过山车般明显下滑，通过率为61.9%。保健品审批的门槛不断提高。 此外，媒体费用、渠道费用的上升、优势企业的竞争等，都会导致保健品行业门槛进一步提高。 3、行业盈利性分析 保健品行业是高利润、高风险行业。保健品行业发展初期，经营保健品的企业利润高达100%-200%，吸引了众多的厂商进入市场。 中国保健品市场发展空间大。据报道:中国消费者平均用于保健品方面的花费占其总支出的0.07%，而欧美国家的消费者平均用于保健品方面的花费占其总支出的25%，相差甚远，这充分说明中国保健食品市场的可发展潜力巨大。近几年内地城乡居民保健类消费支出正以15%-30%的速度增长，远高于发达国家12%的增长速度。据估计，2010年中国保健品人均消费可达到100元，保健品市场的总额将达到1,300个亿的消费量，到2020年市场的总量可以突破4,500亿。 对于全球保健品市场，2006年销售额达到了700亿美元，增长速度约为7%，预计到2010年时，会接近1000亿美元。同时，随着社会经济发展和人们对亚健康理论的认知，全球保健品市场需求也将持续增长。 (四)行业特点 family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 1、公司结构 中国保健品企业的数量从历史上看，出现过由少到多，再逐渐减少的过程。上个世纪80年代中期，全国的保健品企业不过100家左右，随后迅速增长。上个世纪90年代末，国内保健品企业数量一度达到3000家。2001年以后，由于国家加大了对行业的监管力度，相当一部分经营不规范的中小企业被逐渐淘汰出局，到现在大约有1000家左右。 根据中国保健品市场分析(中国保健协会)工作委员会的调查，2006年国内保健品企业在规模上基本呈现了金字塔的结构，即投资规模在1亿元以上的企业占总数的1.45%，5000万元到1亿元的占12.5%，100万元到5000万元的占6.66%，10万元到100万元的企业最多，占41.39%，而10万元以下的企业为38%。并且保健品行业的企业有一个很显著的特点——各领风骚三五年，如脑黄金，三株，太阳神，都是在短时间内在全国或区域范围内获得极高的知名度和销售额，但是又很快从人们视野中消失，如同烟花一般转瞬即逝。而相关调查显示，登记在册的中国保健品企业中，存活15年以上的仅有5家。 2、产品分类 当前中国保健品市场形成“三分天下”的局面，这三类产品分别是:以中医理论为基础，以中药为原料的产品;以营养学理论为基础，以各类营养物质为资源的营养补充剂;以生物工程学为理论基础，通过原料转化生成的产品。 3、市场结构 family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 中国保健品市场已经形成了以几大板块市场为主的市场结构，主要市场有降血脂类市场、补钙类市场、维生素类市场、减肥类市场、美容类市场、补脑类市场、补血类市场、补肾类市场、改善肠胃类市场、提高免疫力类市场等。目前中国保健产品仍然主要集中于免疫调节、调节血脂、抗疲劳和延缓衰老四项功能产品上，这四类产品的品种数占到总数的66.7%，但销售收入仅占总销售额的43.03%;近年营养素的市场购销旺盛，其产品品种仅占总数的3.39%，而其销售收入接近总销售额的20%，居各品种之首。 目前，中国市场上的保健品中，90%是第一代传统滋补保健品及第二代药物提取复配保健品。在国外，发达国家上市的都是第三代保健食品，即把天然物质提纯之后作为产品组成部分。 4、营销模式 如果对中国保健品企业的营销模式进行分类，大致可以分为直销、会议营销、传统营销、连锁经营、电子商务营销以及其他营销模式。经过抽样调查，按照以上6种营销模式经营的企业今年销售规模分别为250亿元、100亿元、100亿元、20亿元、10亿元和20亿元。可以看出，现在使用直销和会议营销模式经营的企业销售额最高，总的销售额占整个保健品销售额的70%，远远超过了传统营销模式的20%，非传统营销模式已成为支撑行业的主要支柱。 5、竞争形势 中国已经批注的国产保健食品共有5053个品种，已经批准的进口保健食品有190个品种，保健食品市场竞争激烈。内地主要竞争性国family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 产品牌有:脑白金、太太口服液、排毒养颜胶囊、中脉等;主要竞争性进口品牌有:安利纽崔莱、仙妮蕾德、如新等。 目前中国保健食品市场呈现国产保健品后劲不足，洋品牌保健食品一路升温的迹象。截至目前，已有包括安利、宝洁、仙妮蕾德等400多家进口保健食品进入了中国市场。据统计，每100个购买保健食品的中国人中，大约有15人购买洋品牌保健品。安利公司2007年在中国的销售额已经达138亿人民币，远远超过本土企业。 跨国保健食品企业通常在资金实力，研发能力和营销模式等方面占有很大的优势，但是也有一些不利的因素影响进口保健食品的发展。比如中国中医药食疗养生文化，其对内地人的影响十分深远，受此熏陶，人们养成了先入为主的购买习惯，因此洋保健品在抢占市场过程中容易受阻，其竞争优势大打折扣。 (五)行业发展瓶颈 1、 行业标准过低和行业不规范 目前中国保健品产品标准过低，特别是部分以中药为原料的保健品标准过粗、不科学，审批相对宽松，导致行业进入门槛过低。低门槛和高利润导致了大量非专业企业涌入。其次，管理部门对保健品的审查并不完善，导致企业没有严谨的生产质量控制体系，不注重产品研发、质量控制和产品品质保障，只是一味注重广告和营销策略，导致广告与产品品质脱节，市场混乱，消费者对保健品的信任度和忠诚度不高。 随着政府在简化审批流程的同时审批力度的加大，行业监管力度不断加大，行业正趋于规范。然而产品标准family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 的问题依然没有得到改善。 2、企业不注重研发和自身建设 保健品行业的低门槛和高利润使得很多投资者在进军保健品行业都有急功近利的心态，在短时间内投入大量资金来做广告宣传，不注重产品研发的投入和企业自身建设，导致行业内产品仿制抄袭现象严重，同类产品竞争激烈，不利于企业和行业的长远发展。 3、广告营销效果的瓶颈 中国保健品行业在广告投入上是公认的“大手笔”。但是部分厂家只注重广告宣传，相应的产品质量控制没有跟上，无法保证产品品质，而为了短期效益又不断夸大产品功效，消费者从对某个保健品产生不良评价发展到对整个行业产生怀疑，进而导致整个保健品行业出现停滞不前，市场份额反反复复等现象。 随着消费者的理性和广告的规范，保健品行业的广告营销时代渐成历史。不断增加的市场竞争激烈程度让产品宣传推广费用进一步增加，高宣传费用已经不等同于高销售回报。 4、品牌营销的瓶颈 我国中药类保健产品不注重品牌建设。一个保健品企业如果不能尽快从产品经营转向品牌经营，将很快被市场所淘汰。在中国保健食品市场上，国产保健品品牌陷入信誉危机的困境，保健食品广告虚假宣传、超出范围夸大宣传的问题十分严重。根据调查表明，消费者对国产保健食品的口碑普遍较差，80%的消费者认为市场上保健品的价格虚高。 family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 5、顾客忠诚度的瓶颈 据中国保健品市场分析调查报告显示，开发一名新顾客的成本要远高于留住一位老顾客的成本，因此企业要想发展壮大，首先要解决的就是顾客忠诚度。然而国内大多消费者购买保健品时，往往是因为生产方的广告引导和终端强力推荐，而不是真正从自身健康需要，客观的选择保健产品。而保健品广告又是虚假信息泛滥的区域，这就直接导致消费者对购买产品的品质没有达到预期标准，无法产生高的满意度，建设忠诚度也就无从说起。而且由于保健品行业本身不会太注重产品研发，产品科技含量低，产品功效更是与广告宣传相去甚远。 6、终端推广成本增加 以前通过巨额广告费用的投入树立产品知名度，然后利用知名度强势进入终端零售市场，这种模式目前来说在一定程度上还可以帮助企业进入市场获得较大市场份额。但是首先要求的是企业有巨额投入作为基础，而且随着随着媒介的发展和消费者的理性，依靠此途径推广产品已经越来越困难。 在另一方面，渠道为王的事实让保健品行业的渠道费用大大增加，渠道进入门槛也相继抬高。终端与厂商之间的权力不对等已经越来越明显，任何一个厂家都离不开销售终端，但是销售终端面对众多的保健品产品却又很大的选择权。这种权力不对等直接导致产品推广困难，而且即使成进入终端，也要面临货款回款困难的问题。生产商的利润空间因此被降低，周转资金被销售终端无偿占压。 family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but (六)行业变化趋势 1、从产品到健康咨询 传统的营销模式，主要通过广告和终端促销来进行售前的销售推动，但这种模式的效果日渐式微。2000年以前，上海市场上依靠广告轰炸年销售额做到上亿、数千万的产品有不少，朵而胶囊、脑白金等都曾创造过辉煌，但近两年来，同样成功的案例已再无发生，显示出传统广告轰炸模式日益衰落。相比之下，2000年以来采用直复营销模式的企业，如安利、天年、中脉、中华灵芝宝等企业都取得了惊人的销售增长。在新的环境下，掌握最终消费者、并向他们提供健康服务的能力，将会成为企业的核心竞争力之一。 2、渠道分化成为必然 由于传统渠道费用日益上升、竞争门槛提高、投入产出比日益下降，今后渠道将进一步分化趋势。专业的保健品连锁店、会议营销渠道、直销等渠道业态将进一步多样化，直销在保健品销售中所占的比例还将进一步上升。 3、产品生命周期增长 由于市场环境趋于规范，实力厂家已经初步形成，保健品已经从“各领风骚三五年”向长生命周期转变。2007年5种保健品畅销品牌脑白金、太太口服液、昂立一号、康复来、朵而等的平均生命周期已达15年。 4、外资进入，竞争激烈 国外健康产品在2007年仅用7%的品种却占有了40%以上的中国family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but 市场份额，并且随着国外品牌的不断涌入，该比例还在不断扩大。 去年仅安利一家在我国的年销售收入就高达138亿元，利润率达到 30,，中国已成为安利在全球的第四大市场。宝洁、强生、美国制 药集团等健康强势品牌正快速进入中国市场。而中国保健食品产业 集中度仍然较低，前10强销售还不到产业总产值的25%，面临的 压力将越来越大。 family 7 being killed there. Zhu Xi forces, hundreds of people were killed and 19 captured fighters of their respective Corps Youth pioneers, opening of a temple by the Japanese military in ocean a thick wire through the Palm of each hand, pulled a long, red with the blood of the Earth. The face of the enemy's power, captured 19 young men and women, none have ever been intimidated, no yield. Escort of the Japanese captain, kept shouting vicious "Zhu Xi forces, an enemy of the Imperial Army, big bad! Japan helps you build a new order in East Asia, you see, as long as you repent and regret, in favour of Japan-China goodwill, is overkill. "Enemy of 18 year old twin sisters are hypocritically surnamed Yao said:" our youth, a lot of things are waiting for you, how can you quickly leave the world. "In the face of enemy threats, seduce, 19 soldiers die, shouting:" down with Japan imperialism! long live the nation! " Ictus of times, fell to the enemy under the butcher's knife. He (she) for the liberation of the Chinese nation, the beauty of youth to the liberation cause of the Chinese nation, motherland cavity blood sprinkled on the ground. Zhong Jia DUN bloody battle, belongs to a group of Zhu Xi forces, two missions, Chen Qi, Zhu Jiemin Brigade Brigade suffered heavy casualties. Chinese Communist Party Member Xu, Xu Quansheng, head of three Wang Yulin and other sacrifices in the battle. Zhong Jia DUN battle casualties, Zhu Xi withdrew the remnants of more than 400 people back to Xiao Feng integration. Zhu Xi forces at the battle of Zhong Jia DUN suffer a serious defeat, but