【Tidal Business Review/Original】
Kevin is a severe "anxious person".
As an Internet advertising practitioner, long-term irregular schedules and high-intensity work make him often feel that he is in a sub-healthy state. Especially when a bunch of "overworked" news swept the web, Kevin's sense of uneasiness was even stronger.
As a result, Kevin unconsciously began to alleviate anxiety by buying health care products - he would consult the ingredients and effects of health care products in large quantities, go through the Internet to verify whether health care products were IQ taxes, and then buy a variety of health care products to go home.
Information asymmetry and the public's "excessive" response to health, as well as the "manufacturing anxiety" marketing of some businesses, have made health care products that are usually not too much concerned by the public become "fragrant".
The China Business Research Institute has such statistics and predictions for the increase in the health care product market in recent years - from 148.2 billion yuan in 2017 to 184.7 billion yuan in 2020, and it is expected to exceed 200 billion yuan in 2022.
For example, in 2019, the domestic health product giant Infinitus was reported by the media that "young children are suspected of causing myocardial damage due to taking Infinitus products".
The results of the investigation of the incident are divided. Infinitus has not been hidden in the sea of people, and the legend of Infinitus in the jianghu has always been there.
01 From Chinese sauces to health food
In a mediocre Fishing Village in Guangdong, there was a gentleman who found that oysters were extremely delicious, so he repeatedly mixed them to make them into oil consumption, and in 1888, he established a brand and the products were widely sold.
The fishing village is Nanshui Town, mr. Lee Kum Sheung, and the brand is Lee Kum Kee.
By accident, Lee Kum Kee moved to Macau, China in 1902 and established himself on the Macau Peninsula. Later, due to development needs, the headquarters was moved to Hong Kong in 1932. Since then, Lee Kum Kee has become more and more courageous in the Vietnam War, adjusted its business strategy in a timely manner, and developed brilliantly for more than 130 years under the unremitting efforts of four generations of a family.
To this day, Lee Kum Kee still has a place in the field of condiments.
Photo/ Lee Kum Kee official micro
Maintain quality, attach importance to word of mouth, and deeply cultivate the dedicated market. This is very good, and it is also a good look for a long time in the development of a company.
But the Li family's ambitions clearly don't stop there.
In 1992, a large modern enterprise engaged in the research and development, production, sales and service of health products was put into operation, which is known as Infinitus (China) Co., Ltd. He is a member of Lee Kum Kee Health Products, the legal representative, and the fourth son of Lee Wai Sen, Lee Wen Da.
Infinitus started out with Chinese herbal products. In its self-introduction, "committed to providing consumers with high-quality Chinese herbal health products" is still the first sentence consumers see.
Unfortunately, it is easier said than done, at least from the perspective of the products so far, the performance is slightly insufficient.
However, Infinitus was undoubtedly successful, and the "crazy" development of the direct sales model coupled with the ensuing brand exposure also made Infinitus earn a lot of money in that era, otherwise it would not have been called "North QuanJian, South Infinitus".
Figure/Infinitus official micro
Whether it is fate or unique vision, I have to say that the business acumen of the Li family for generations has always been very sharp. From seasoning products to health foods to various health daily chemical derivative products, on the food track, the Li family has always had a unique vision to select categories with development value.
As a bystander, of course, I also hope that Infinitus can continue this success and glory. But how to do it specifically, we still have to look to the future.
02 Health products and health products industry
At the moment of the epidemic, more people have thought about the health industry, and the status of health care products in people's hearts has also been verified.
In some corporate epidemic prevention kits, masks, alcohol and vitamin effervescent tablets are distributed to everyone.
In the blogger video that heals after diagnosis, it will tell you the story of people around you who take treatment drugs on time, but also take liver protection tablets, lung protection tablets and other health care products.
Of course, this practice is not necessarily correct and may be irrational, but this is enough to show the position of health care products in people's hearts.
Moreover, chinese medicine culture has always advocated the concept of health care that medicine is not as good as nutrition, medicine is not as good as food, emphasizing health care before disease, and this is not the underlying logic of the development of health care products?
Therefore, from a multi-party point of view, health care products are of course a "high-performing stock". It is a pity that the domestic health care product industry is not so well developed.
The domestic direct-selling health care products industry has been growing barbarically. There were still many "Quan Jian" who could not even be named, but still let countless elderly people fall for it, and could not help but pay a lot of money to buy a bunch of products.
In the final analysis, market supervision and industry awareness have not kept up with the full-speed growth of the health product market, resulting in such a situation.
Figure/pexels
The market size of 100 billion yuan is far from being satisfied by relying on barbaric growth and desperately grabbing market share to make quick money.
In this regard, health care practitioners should reflect on the ancient Indian belief in such a sentence: don't go too fast, wait for the soul.
To reflect on whether you are confused by money, bent on making fast money, just bad money, and thus ignoring the quality of the product.
Health care products are not drugs in nature, because they are not intended to cure diseases. It is food, but its efficacy and role should be much greater than that of everyday food.
Related to individual health, enterprises engaged in the health care products industry should launch practical and effective products and assume social responsibility as a guideline.
In 2019, Quan Jian was rectified by ZF. This incident seems to be a flashpoint.
For a time, the much-maligned health care products industry once again aroused the anger of the crowd. To this day, the domestic health care product industry is still tepid. People can't help but ask - is there still a development prospect for the domestic health care product industry?
Of course, there is, but this is related to the product of the enterprise and the official policy.
Looking at the world, looking at the world's health care products, it can be said that there is a big market. Anxious people like Kevin have more than ten kinds of health care products at home, but unfortunately, few of the regular health care products are produced domestically.
Not because foreign monks chant, but because the development of domestic health products is indeed inferior to that of foreign countries.
03 Can Infinitus have a bright future?
Speaking of Infinitus, it was established in 1992 and launched in 1994 as a health enhancing oral liquid that is still a fist product. The main content of this oral solution is said to be a university research for more than 20 years of compound polysaccharide technology, compound polysaccharide, it is said to improve human immunity.
At the same time, it is also one of the 8 products that the parties to the "Shaanxi Girl Incident" who have been making a lot of noise in 2019 have been taking for a long time.
At the beginning of 2019, it was the period when Quan Jian, the "northern hegemon" of North Quanjian and South Infinitus, was investigated and punished, and Infinitus, as a similar product itself, has been put on the "grill", and the above incident has added a "fire" to Infinitus.
Graph/Network
However, Infinitus is worthy of being a wholly-owned subsidiary of Lee Kum Kee, a cross-ethnic enterprise for more than 100 years, and the company's rapid response and public relations handling are in place, which can be described as a model of crisis public relations handling methods.
After the fermentation of the incident, Infinitus quickly apologized and said that it would contact the parties concerned and that it would also bear corresponding social responsibilities.
Perhaps, this is also the business literacy of a century-old enterprise.
Looking closely at the past few years, from actively practicing social welfare to repeatedly "brushing face" in front of the official media, Infinitus' development has been steady and solid step by step.
From this perspective, there is reason to believe that the brand also has development prospects.
However, if it is only relying on marketing, and there is no product that is substantially supported by it, even if a brand is bigger, it is difficult to become stronger.
Because it is easy to arouse the enthusiasm of the masses for a while, it is difficult to maintain this enthusiasm for a long time.
Of course, Infinitus itself is aware of this problem, and they are also actively looking for a way out - participating in the research of key projects in the 13th Five-Year Plan.
But how big the specific role depends on the evaluation of the market.
Kevin still has a great willingness to try health care products, but is only willing to try products with word-of-mouth and theoretical support.
For example, if anthocyanins are good for vision, he may take anthocyanin tablets for a period of time because he often uses his eyes. Or, according to his physical condition, he will try some other products in moderation, liver protection, lung protection, and resistance enhancement.
"Infinitus' products are not very good at this stage, after all, the sense of trust is not too strong, and now it is mainly imported health care products, and the main thing in China is to buy some vitamin tablets." Kevin said.
No matter how the marketing is publicized, in the final analysis, health care products related to individual health must first win the trust of consumers with products and effects.
Business is like that.
*Caption image from pexels
Original production of "Tidal Business Review", please do not reprint without permission.