Chinese health food market through ups and downs development of the five stages, from the late 80 s in the incipient stage of ￥1.8 billion, to the rapid development of ￥30 billion in 1990-1995, to the trough of disillusionment of ￥10 billion in 1995-1998, to the revitalized of the ￥50 billion in 1998-2000, to all-time in low again of ￥20 billion in 2001-2003, to the second revival of￥50 billion in 2004-2006, to the value of growth period of ￥80 billion in 2007-2010, the current health care products market capacity breakthrough billions.

With the huge variables for health care products market, the confusion of companies in the operation and development will also come. Now, the homogeneity of product category, of the brand concept, of marketing method, of distribution patterns, has far couldn't keep up with the rapid development of the industry itself, health care products will be faced with the marketing fission.

1, the health care product competition situation:

The 1990 of single or several products with conquer the world and "all the excellences at year" state of the market has gradually withdrawn from the health history. And then, a cluster of product portfolio or big category of health and functional products have the upper hand, grab the market leading position, lead the change of the channel and the transformation of consumption concept. High-tech products will show its unique advantage. China's large pharmaceutical companies are eyeing, will enter the field, and then there will be more big fission, product competition will more obviously.

2, the evolution for health care products consumers:

the elderly who always account for 60% health food consumption has been transferred from perceptual to rational consumption, the middle-aged nutrition health care consciousness is obviously increased, demand for the crowd is quietly younger, as well as rapid amplification, will also be the important people in the high-end health care products gradually, in this way, consumers and sales structure will also change, health care products companies will also focus on such c. Products and markets will be obvious layered, grading, consumer buying motivation will also change, health care products will greatly increase the overall sales and growth speed will be faster.

3, the health care product’s structure differentiation at the both ends 

Mid-range health products will mainly to old people, and also extended to mass consumer groups in three or four line city, so mid-range health products is one of the largest sales share. They appeal and want to the function, will also become the core of the product buying motives, the market may again raising demand.

The health food be realized the crowd segments between high-end and low-end, the high-end health care products will be the favor of middle-aged people, will also be a special market for luxury health care products, sales of high-end health products will greatly increase, especially the first and second line of the high-end crowd will be to follow suit the functional health products, traditional health products. In some sense, health food consumption will from the "niche" to "the masses".

4, assigned change for channel value chain

Do not conform to the market rule of benefit distribution mechanism will be influenced by the social and public condemnation and will gradually become the basic rationalization, such as the traditional deduction factory with high retail sales, channel multi-layer exploitation profit .

But the model of low-cost produce and high-price sales will also be small and medium-sized health enterprise channel "winning strategy" in a long time. The abnormity of traditional channel profit allocation has seriously hindered the development of industry.

The current distribution model facing enormous challenges, regular enterprise will be shift the sales model and adjust product structure, lead or rewrite chaotic allocation mechanism of health products channels value chain gradually.

5, health food imported challenge:

With the blowing "Import" wind, difficult to distinguish product of “imported raw materials”, " domestic packing " will be popular (like butch imported wine), can also cause the country's bat and crackdown. Premium capacity will increase imports, sales will occupy a part of the high-end market share (like imported cosmetics), pure imports also there will be no national health approval to import health products become consumers, at the same time, stimulate market demand and grab market share.

6, for personal use and gifts: 

The old pattern "Buy health care products do not eat, eat health products not to buy" is undergoing great changes, the function healing expectations of health care products have turned to the nutrition and recuperate; buy health is no longer taking you, but share with family. High-end crowd has basically formed in home standby, the car in, and desk retention form. High-end people buy health is no longer based on advertising, mainly by surrounding the core crowd and expert introduction and recommendation, the formation of "health", "member" become active to buy.

7, dietary supplements measures:

Sub-health demand will promote the diversification of products, clustering of dietary supplements prefer to depend on the channel power to affect the target consumer groups  rather than single item care products based on the approval to extensive publicity, that will to build the family and individual members, provide comprehensive care, value-added services of dietary nutrition. Whether the approvals or not will not the only core factor to affecting the product sales and premium. Product category and type will expand, low-end dietary nutrition health food is no longer mysterious, the price also will return to rational state, become a "daily diet" well-off family. 

8, the channel specialization and widely:

Terminal pharmacy is still main sales channel in one stage, which occupies 60% health products sales, especially play an irreplaceable role in the national or regional chain pharmacy, but along with the advancement of national health care reform, health care products in pharmacy sales will gradually decline. Community outpatient number is increased and distributed widely, that wil also be another sales stage of low - and health care products. Convenience demand of health care products lead inevitable channel of the diversification, and supermarkets, stores sales will also increased from 2% of sales. With the strengthening of health care products companies to distributors and terminal control, self-built or alliance has its own terminal will rise quickly, especially small platforms, such as care health products chain stores (nutrition health center area), will be grab most market share.

9, Internet sales model:

Younger consumers will also be for the emerging network channels, this channel sales proportion will be greatly enhanced. The construction of enterprise e-commerce health platform cannot be ignored, such as "Health online" and "nutrition online". Health food stores will use the Internet to achieve the membership service of the small area, provide Internet counseling, in store sales structure, network marketing will gradually increasing.

10, professional health guidance:

The formation of the terminal thrust is no longer an exaggerated a little leaflet or a nonprofessional assistants “Misleading “for big brands, but experts on-site interpretation and analysis that based on the product itself. Through field sales consultation and experience, and combining the network health guidance, to provide “health experts" health solutions, which including all kinds of terminal display and promote the output of a variety of props, material, will also show the more professional, rigorous and scientific. Theory support of science and technology is a powerful weapon to improve enterprise and products, professional health guidance is the value-added services, follow by the guidance of enterprise marketing.