With the increase of national income level and the concern for nutrition and health, with the rapid development of food science and technology, and the globalization trend of food supply, the source, type, scope and efficacy research of food raw materials are also expanding.
How to give products a new opportunity and focus? How to quickly solve consumers' demands for nutrition and health? In the AAES2023 Innovation Roadshow, industry experts and celebrities discussed and exchanged solutions for food processing through typical case sharing of enterprises, and interpreted new ideas for functional food innovation on the spot.
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Innovation Roadshow
New solutions|new technologies|new applications
|New formula|New raw materials
1. Application research of microchlorella EPA and protein
Yu Wei CEO of Xiaozao Technology (Anji) Co., Ltd
The number of dyslipidemia in mainland China has exceeded 400 million, the number of carotid plaque has exceeded 200 million, 40% of young people have excessive blood lipids, the study found the potential protective effect of EPA on atherosclerosis, and the volume of low-attenuated plaque (unstable plaque) in the EPA treatment group was reduced by 17%, and the plaque could be reversed.
After 10 years of research and technology development, AlgaLab Natural and AlgaLab Clara Microalgae Oil are highly bioavailable polar lipids, and AlgaLab Clara is a triglyceride EPA clear oil, providing plant-sourced, DHA-free EPA microalgae oil for the human nutrition market.
2. Research and application of the mechanism of Lactobacillus plantarum H6 postbiotic to improve metabolism and regulate intestinal flora
Ma Xin Director of R&D of Shan'en Kang Biotechnology (Suzhou) Co., Ltd
Lactobacillus plantarum H6 postbiotics can significantly reduce cholesterol and ALT levels, and regulate insulin tolerance; It regulates the α and β diversity of gut microbes and significantly reduces the F/B ratio. H6 postbiotics increase the content of vitamins, cofactors, and amino acids related to the metabolism of the intestinal flora, and reduce the relative content of the primary bile acid cholic acid. The probiotic industry has high thresholds, high processing and preparation requirements, and strong industry barriers. The use of crystal spherical structure greatly improves the stability of bacterial activity and expands the scope of application, which is a hot spot in research and industrial upgrading.
3. The big thing that the carob that measures the value of diamonds is to protect women's health
Ou Sihua Shandong Emeco Biotechnology Co., Ltd. Medical Manager
Diamond-valued carob (carob extract) – protects women's health. Estrogen, also known as estrogen, includes estrone, estradiol, etc. It is mainly secreted by the ovaries, and to a lesser extent by the liver, adrenal cortex and breast. D-chiral inositol (DCI) promotes the expression of PI3K, Akt gene, improves acne, glycated skin, many domestic studies have confirmed its efficacy, DCI promotes glucose transport and glycogen synthesis, can effectively reduce insulin resistance, reduce insulin content, improve insulin sensitivity.
4. Master the key to health and longevity, probiotics make people live a "sense of agelessness"
Yu Yuxuan Technical Sales Manager of Shenghe Biotechnology (Yangzhou) Co., Ltd
At present, the mainland is a country with a very large global elderly population, and population aging has become one of the hot issues. Lactobacillus plantarum DR7 makes people live a "sense of agelessness" and improves memory. DR7 milk source, human clinically proven to relieve stress and emotional tension, animal experiments show that DR7 can increase telomere length, activate protein kinase AMPK, can delay the aging process, promote metabolism.
5. Qingyi takes you into PS+
Huang Nali Weng Yuan Guangye Qingyi Food Technology Co., Ltd. Technical Director
Phosphatidylserine (PS) is a mainstream cognitive health best-selling ingredient, is an endogenous substance found in the human body, a number of human clinical studies, phosphatidylserine intake at 300mg/day is reliable.
As we age, PS content naturally decreases and requires exogenous supplementation, and nearly half of the phosphatidylserine amount in the human body is found in the human brain. Studies have shown that PS can regulate the fluidity of cell membranes, activate enzymes on cell membranes, and control cell activity; Increase the number of nerve cell spikes to help repair and renew damaged nerve cells; Involved in the transmission of neural information, promoting the synthesis and release of neurotransmitters, PS plays an important regulatory role in various functions of the brain.
6. In-depth interpretation of the Health Benefits, Current Status of Regulations and Application Scientific Report of Sodium Hyaluronate, a new food raw material
Lianzhen Zhao Marketing Director of Food Raw Materials Division of Huaxi Biotechnology Co., Ltd
In 2021, the Mainland Health Commission approved the use of sodium hyaluronate (HA) in ordinary foods, making the application of sodium hyaluronate in the domestic food field ushered in explosive growth.
Sodium hyaluronate has a variety of physiological functions, water retention, lubricity and viscosity monosex make it play an indispensable role in the human body, studies have shown that sodium hyaluronate can relieve dry eyes, joint sales increased by 200%+. Technology upgrade UltraHA-CWS® instant sodium hyaluronate, its solubility is increased by 10+ times. Moreover, Bloomage Biological Organization compiled the "Scientific Report on Sodium Hyaluronate, a new food raw material", which provides market basis and reference for brands to explore the application scenarios of sodium hyaluronate health food.
7. Research on homologous ingredients of makeup and food - a new foundation for health and beauty
Yu Hongjian CEO of Hefei Hechen Biotechnology Company Part-time doctoral supervisor at Tianjin University of Science and Technology
Vice President of the New Rural Development Research Institute
Combined with the biosynthesis pathway, find out the ingredients that can be used in both cosmetics and edibles, and propose a new concept of homologous makeup and food. Such as herbal raw materials and extracts ginseng, purslane, mushrooms, honeysuckle, tea, yacon culture, silver fungus polysaccharides... The clear ingredients are sialic acid, ergothioneine, phloryptene, hyaluronic acid, EGCG, collagen, NMN, peptides, dextran, etc.
Phloretin is mainly derived from the peel and root bark of juicy fruits such as apples and pears. Ergothioneine is a naturally rare amino acid isolated from ergot fungi by Charles Tanret, found in most mushroom fungi, as well as in plants such as broccoli and oat bran. Biosynthetic ergothioneine only requires glucose and yeast powder, etc., with low cost and high yield.
8. Development and application of medicinal and food homologous ginseng extract
Dai Kun Senior Product Manager of Jilin Hongjiu Biotechnology Co., Ltd
The global market for ginseng has emerged, and changes in the market reflect changes in consumer demand. The development of ginseng products, natural, organic and additive-free is the future trend.
Jilin Hongjiu Biotechnology focuses on the deep processing of ginseng for 25 years, providing ginseng addition solutions, and the dominant products are ginseng stem and leaf saponins, ginseng extract, American ginseng extract, ginseng extract, red ginseng extract, Ganoderma lucidum extract, echinacea extract, Cordyceps militaris extract, etc. Own planting base, patent endorsement, control of raw material quality from the source of planting, Hongjiu is the industry standard setting unit, customer trust is higher.
9. Natural and healthy raw material stachyacse
Liu Yue, Director of R&D of Shandong Bailong Chuangyuan Biotechnology Co., Ltd
The main sources of saffel sugar are Pagoda vegetable (grass stone silkworm) and ground yellow, and the production of stachylose in Pagoda Vegetable is an ideal raw material. Fresh pagoda dishes basically do not contain starch, the main active ingredient is functional oligosaccharides, of which the content of stactose can reach 12-15%, according to literature reports, the purity of stachyse obtained by direct extraction of water can reach more than 60%. Shandong Bailong Chuangyuan has the strength to supply stachyse raw materials, and participated in the drafting of "General Technical Rules for Oligosaccharides", "Fructooligosaccharides", "Fruit and Vegetable Fermentation Juice", "D-Allulose" and other standards.
10. Follow the trend of "trend health" and how to create trendy explosive products
Shi Jize Senior Product Manager of Product Innovation Department of Lily Co., Ltd
With the change of the times, the form of nutritional supplements has shown a trend of concentration, portability and snacking, and Lily follows the trend of the whole case solution.
The types of dietary health care range from traditional food supplements to health products in the past, and now a variety of new dietary health products. Lily focuses on the hot health topics of young people, carries out personalized product solutions, mainly medicinal and food ancient recipes, blue hat gummies, lazy house people blocking drinks, newly upgraded functional products, emotional management, punk health care trends are sugar control card, healthy light food, functional ingredient addition, focusing on the innovative application of medicinal and food homologous and Chinese medicine tonic ingredients.
11. Authoritative clinical empowerment rose herbal enzyme enters the oral beauty market
Zhao Di Renren Health Vice President of Shenyang Research Institute / Director of Innovation Department of Shenyang Research Institute
Everyone knows that ginsenosides are a good thing, but the ginsenosides inherent in plants cannot be directly used by the human body, and it is necessary to use suitable strains to convert them into rare saponins with high activity and low polarity to improve their utilization.
Fermentation technology has existed since ancient times, and ancient divine comedy and kaizai have improved their bioavailability through microorganisms; Probiotic fermentation and colonization usually takes 1-4 weeks, carrying the activity or prebiotics and their metabolites, and finally forming a steady-state mixture of bacterial metabolites and medicinal and food homologous products, and the role of microorganisms in the whole process is immeasurable. Renren Health specialty enzyme products such as rose enzyme, black goji enzyme, kudzu root and roselle enzyme have outstanding physical sensation in digestion and intestinal health.
12. Create a "new force" in the probiotic track - Lab4 probiotics
Hang Xiaomin, Honorary Advisor of Ailande Nutrition IVC Probiotics
Lab4 probiotic is currently a rare symbiotic culture probiotic in the world, consisting of 4 intellectual property strains, reaching 2+2>4, synergistic symbiosis, mutual promotion, better health function; Its application history began in 1999, and there are currently more than 30 clinical studies, including control of Clostridium difficile infection, improvement of intestinal flora, irritable bowel syndrome (IBS), immune health, support emotional health, improve exercise capacity, etc.
Huante Biology & Plant Lift Bridge Special Plate
The release ceremony of the White Paper on the Application and Development of Zebrafish Technology in China's Nutrition and Health Food Industry
Zebrafish application health food, special dietary food efficacy verification, PubMed database paper statistics, the results show that from 1998 to 2022, zebrafish used in natural product research, only 1 in 1998, to 2020 the total number of related papers is 204, in 2021 the total number of affected by the epidemic is 184, the number increased by about 200 times.
According to the statistics of papers in CNKI database, the results show that from 2004 to 2022, the number of papers published on zebrafish applied to food research has continued to increase significantly. In 2004, there were only 3 papers, and the total number of related papers in 2020 was 53, and the total number of papers affected by the epidemic in 2021 was 50, an increase of about 16 times.
13. Postbiotic—Naqu 4580
Sun Xinkai Director of Marketing Department of Hebei Yiran Biotechnology Co., Ltd
Naqu 4580 is obtained by the mixed fermentation of Streptococcus thermophilus, Lactobacillus paracasei and Lactobacillus swiss, and is a postbiotic product, and its metabolites are high in the production of GABA, tryptophan and other neurological substances. Naqu 4580 helps with mood regulation and sleep improvement. With 3 proprietary technologies, (1) Natral 4580 probiotic with antihypertensive activity and its preparation and application; (2) Application of Naqu 4580 probiotic and its preparations in foods that regulate mood; (3) The application of Naqu 4580 probiotics and preparations in foods that improve sleep quality.
13. BGG astaxanthin eye protection research
Li Yanmei is the Chief Scientist of BGG
In addition to being used as an oral beauty hot spot ingredient, astaxanthin is also a powerful force in the eye protection track. Astaxanthin belongs to the carotenoids; When subjected to environmental stress, the cells of Haematococcus pluvialis accumulate a large amount of astaxanthin to protect the body, and the algae cells change from green to red; When humans or animals ingest astaxanthin through food, astaxanthin travels throughout the body with the blood and protects our cells just as it protects algal cells; Natural astaxanthin has 20 times the antioxidant power of synthetic astaxanthin, which has been extensively studied in terms of human safety and has been commercially used for more than 20 years.
14. Pulse Lophenol - makes the brain younger
Liang Shanlu Product Director of Shanghai Kaida Biotechnology Co., Ltd
In the current brain health market, 50 million people over 65 years old in mainland China have mild cognitive impairment, and dietary polyphenols help brain health.
PlasmacololTM is an innovative "memory supplement" that uses secondary extraction to obtain a variety of flavonoids, such as resveratrol, catechins, anthocyanins, ferulic acid, etc. Based on the drug method, through cell, animal and clinical trials, it has been confirmed that Pulse ProphenolTM has high bioavailability, strong mechanism of action and cognitive efficacy, and has the function of promoting learning, strengthening short-term memory, and improving long-term memory.
15. Rosehip – a powerful plant from nature that provides a natural solution for joint health
Zou Wenjing, Head of China at Finzelberg, Germany
At present, the scale of the mainland health and wellness market has exceeded one trillion yuan, and urban permanent residents spend more than 1,000 yuan on health and wellness every year, and 83.7% of the health care population aged 18-35 is as high as 83.7%. The search for natural anti-aging has become a rigid demand for functional foods in the future. Rosehips – a natural solution for joint health. Through the active ingredients extracted from the peel of rosehips and the collagen added, it can effectively reduce the inflammatory factors IL-8 and MMP1, MMP3 to slow down the decline of joint cartilage, improve flexibility and mobility, effectively suppress the pain caused by gout, and maintain joint health.
16. Innovative patent Chinese bacteria "benefit" empowers the new future - new application exploration in the field of patented probiotic health
Gong Jie General Manager of Human Nutrition Division of Guangdong Ecowell Biotechnology Co., Ltd
Ecowell is committed to the development and innovation of functional foods such as curing wine and liver protection, sleeping and brain health, improving hair and oral health; At present, the company strengthens the front-end layout of probiotic products, increases R&D and productivity, attaches importance to the layout of intellectual property rights, preserves 23,000+ strains, and publishes 200+ SCI papers. The competitive nature of the probiotic raw materials market is the competition of patented strains. It is precisely because some international companies have a number of well-known patented strains that they can occupy a dominant position in the world and have a high global market share.
17. New applications and market opportunities in the field of health
Guangdong Shantai Food Co., Ltd. Director of the Great Health Division
Shantai Jinjiao Sugar 3.0, gas content increased by 18% The air cavity is expanded by 20%, the temperature resistance is increased to 52 degrees, and the particle size is different, forming different tastes, bringing a sense of experience like carbonated drinks, with a sense of layered jumping. Studies have found that Bifidobacteria in Jinbeat sugar have a longer shelf life, and the dosage form has a protective effect on the activity of the powder. Oxygen-sensitive elements have an insulating and shielding effect. Rich in flavor, the fruit series of candy can integrate all the healthy elements into a happy movement.
18. Integrity and innovation: Chinese medicine meets fermentation, when collagen meets freshness
Hao is the vice president of the National Key Life Science and Health Research Institute
When traditional Chinese medicine meets fermentation, what kind of magical chemical reaction will there be when freshly made meets fresh? Ginseng and ejiao are gradually sought after by more and more people, and how to improve the absorption and utilization rate and taste of traditional nourishing products has become more important; Ginsenosides produce rare saponin CK through fermentation, and the absorption rate can be increased by more than 100 times, and traditional Chinese medicine can meet fermentation to achieve residue-free discharge; When freshly made meets fresh, collagen can be freshly made in 6 hours. Fermentation of traditional Chinese medicine can improve the bioavailability of traditional Chinese medicine, which is one of the development directions of the modernization of traditional Chinese medicine.
19. Care for intestinal health and beauty
Yamei Zheng Product Manager, Xianting Innovation Lab
Fermented black bean powder using 11 kinds of lactic acid bacteria co-fermentation, inactive microorganisms and their cellular components, found to have more than 500 kinds of active molecules, synergistic health effects, more than 300 kinds of structure and molecular weight have been identified; Fermented black bean flour, with intestinal-brain-skin-oral axis solution, is a multi-effect postbiotic preparation.
20. Innovative protein solutions for nutritional products
Xiaokun Cai is a technical manager at Fonterra
The prevalence of cognitive impairment in the elderly in China is increasing year by year, and based on the data of the 2018 China Health Influencing Factors Survey (CLHLS), the prevalence of cognitive dysfunction in the elderly is 27. 96%。 The prevalence of cognitive impairment in urban older adults is 26. 34%, the prevalence of cognitive impairment in rural elderly is 30.19%.
Fonterra's wide range of innovative high-protein solutions from the Nutiani brand, such as the innovative milk fat globule membrane, the combination of milk protein + phospholipids, are specially developed for medical nutrition and healthy aging, providing consumers with better quality and perfect nutritional supplements, helping muscle health, cognitive health, immune health, digestive health and other multi-directional health products.
21. Beauty "waist" show - weight management probiotic CECT8145 innovative fat loss program
Wenting Cheng is the marketing manager of Greater China
China is now the most prominent country in the world with overweight people, with an overweight rate of 34.3% and an obesity rate of 16.4% for adults, nearly 20% of children and adolescents aged 6-17 years old, and 10% of children under 6 years old. Bifidobacterium animalis milk subsp. CECT8145, isolated from natural bacteria in healthy, breastfed infants; Clinical results showed that CECT8145 improved body shape faster than multifactorial lifestyle interventions at 6-12 months.
22. Mulberry leaf protein peptide, a new plant raw material for weight management through blood sugar control
Ding Lan Hubei Ruibang Biotechnology Co., Ltd. Assistant to the Chairman and China Regional Sales Director
Diabetes is one of the health issues that has attracted much attention in the development of the 21st century, and China has a large number of diabetics in the world. There are currently more than 116 million diabetics and 500 million potential diabetics. SangFit Mulberry amylase and glycosidase, clinically verified that DNJ can reduce the absorption of carbohydrate and lower blood sugar, mulberry ™ flavonoids, polysaccharides, alkaloids have synergistic ability to reduce blood sugar levels and repair damaged islet cells. Hubei Ruibang screened nearly 700 mulberry leaf species at home and abroad, and selected specific varieties with high protein & high DNJ content; Small molecule polypeptides are extracted by directional enzymes to improve the absorption and utilization efficiency of the human body.
23. Breakthrough technology of rice protein, helping new choices in the plant-based market
Liu Xinqi Technical Director of Anhui Shunxin Shengyuan Biological Food Co., Ltd
The new technology improves the disadvantage of rice protein being insoluble, making rice protein have a better taste while improving water solubility and stability. Rice protein is 100% non-GMO, hypoallergenic, easy to digest and absorb, and has a delicate and lubricating taste. Through breakthrough technological innovation, the solubility and emulsification properties of PA, PB grade rice protein have been qualitatively changed. In the past, rice protein was only limited to the application of meal replacement powder, energy bars, shakes, and plant-based meat, but after improvement, it can be more widely used in various food processing fields, such as plant milk, yogurt, and partially replace whey protein powder and soy protein powder in various dairy products and food processing.
24. Clinical study of a strain of Lactobacillus plantarum JYLP-326 that can relieve anxiety, depression and insomnia symptoms
Han Xiaolong, Technical Director of Shandong Zhongke Jiayi Bioengineering Co., Ltd., Ph.D. of Shanghai Jiao Tong University
Clinical efficacy of Lactobacillus plantarum JYLP-326 in alleviating anxiety, depression and insomnia. Studies have shown that probiotics and glucose metabolism are related, but also positively correlated with neurotransmitters, Lactobacillus plantarum JYLP-326 clinically verified that it has a variety of efficacy, can restore anxiety-induced intestinal flora imbalance, has a health-promoting effect on mood disorders, can alleviate symptoms of exam anxiety, depression and insomnia, and adjust the metabolic pattern of fecal microorganisms due to drug effects.
25. Less sugar and less happiness? Hypoglycemic bacteria F1-7 help fragile will
Guo Xiaoqian Business Manager
In recent years, the overall prevalence of hyperuricemia in China is 13.3%, with about 177 million patients, and the overall incidence of gout is 1.1%, with about 14.66 million.
By reducing the four highs of probiotics, it provides new solutions to the market. Compared with drug treatment, Caseocillus paracasei X11 can stimulate endogenous GLP-1 secretion, repair damaged tissue cells to a certain extent, and reduce uric acid levels in the body by controlling the activity of liver uric acid synthase (ADA, hepatic adenosine deaminase, XOD, hepatic xanthine oxidase), so as to endogenously improve the body's glycolipid metabolism.
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Evolution of new food ingredients
European Novel Food | USA NDI|
The evolution of new food raw materials in China
1. The source of innovation of "new food" and its declaration strategy
Wang Zhimin, National Core Expert of Dual-use Substances for Food and Medicine/National Expert for Evaluation of New Food Raw Materials, Chief Researcher of China Academy of Chinese Medical Sciences/Director of National Engineering Laboratory of Quality Control Technology of Traditional Chinese Medicine
The discovery of new functional factors promotes the iterative upgrading and rapid development of new raw materials; Food raw materials available for health product research and development include health food raw materials, food and drug quality, new food raw materials and local specialty foods; With the deepening of research, the same functional direction of products continue to iterate, such as antioxidant, anti-aging products from vitamins to coenzyme Q10, SOD, and then to anthocyanins, it has been found that the effect of natural astaxanthin in antioxidant is very good.
2. Explore "new" opportunities from hundreds of new food raw materials in Europe and the United States
Hu Wentao, Director of Overseas Business Department, Zhitiqiao
In the past three years, hundreds of new food ingredients have been approved in the European and American markets, and the hot trends in the US market are mainly concentrated in the direction of immune health, intestinal health, bone and joint, sleep aid, etc., while the European market is concentrated in alternative protein, HMO, digestive health, sugar substitute and other hot directions. Compared with Europe and the United States, an obvious change in the Japanese market is the diversified application of raw materials, while women's health, cardiovascular, and new concept products are all trends in the development of Japanese functional label foods.
3. Organic selenoprotein of pansy leaf broken rice camelina breaks the functional consumption appeal
Cong Xin, Executive Vice President of Enshi Deyuan Group
Selenium is a young human essential trace element, the current emerging food raw materials homogenization is serious, functional consumer market lacks personalized in-depth exploration and differentiated competitive advantage, Enshi Deyuan Group to pansy leaf broken rice camelina selenium protein, proposed plant organic selenium + X full product solution, microgram level breakthrough functional absorption. Organic selenoproteins also promote the upgrade of new selenium standards, and selenoamino acids are double-pool metabolism with higher metabolic rates.
4. New food raw materials or nutritional fortifiers? The road to the declaration of NMN, human milk oligosaccharide HMOs and other raw materials
Yu Qiuli is a certified toxicologist (DCST) of the Chinese Society of Toxicology and the general manager of the food division of CIRST Group
Professional new raw material declaration agent, analysis of the background of China's new food raw materials and food additive new varieties declaration regulations and the approval status in the past five years. Share the domestic and international compliance progress of popular raw materials, such as NMN, human milk oligosaccharides (HMOs), probiotics and metabiotics. Who will be the next top stream? Such as sugar substitutes (such as D-allulose, steviol glycosides, etc.), PQQ, etc.
5. Expansive discussion of endogenous new food raw materials and exogenous new food raw materials
Chen Zheng Spert Vice President of Group
Jinan Health Industry Science and Technology Research Institute
Director, Institute of Formulated Food for Special Medical Purposes
Based on the idea of the unity of heaven and man and modern science, the excavation of endogenous and exogenous new food raw materials, exogenous new raw materials to expand edible medicinal substances and tissue cultures, eukaryotic algae and extracts, and the mining of specific ingredients with physiological activity, in addition to human symbiotic microorganisms, inactivated bacteria and metabolites are also hot research directions. The approval dynamics of new food raw materials has always been a hot information that enterprises are very concerned about, and its safety review and legal application will quickly break out into a boom in product launch.
6. 40 years of development and opportunities of China's new food raw materials
Qiaoli Zhai, Chief Technology Officer, Zhitiqiao
New food raw materials are the soul of functional food, and newly approved food raw materials will have more market opportunities and premium space in general. In the past 40 years, the changes in the development of new food raw materials in China have changed from the ingredients themselves to the functional ingredients, and the technology has changed from simple to complex, and the patent blessing has made the application items exclusive. In fact, more and more declared projects have formed barriers at the time of declaration, and it is difficult for other companies to replicate them equivalently.
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Marketing chain
The two-way rush of Chinese nourishment and new consumption|
Business Story for Gen Z
Since the development of Douyin e-commerce, from interest e-commerce to global e-commerce, the number of inbound merchants has increased sharply, and the platform ecology tends to be perfect.
1. Marketing of big health products in OTC channels
He Hui Tsumura (China) Co., Ltd. Marketing Department Health Director
Jincun is a domestic Hanfang medicinal materials export enterprise, pursuing the authentic traceability of medicinal materials, choosing good land, selecting good seeds, pollution-free planting, and attaching importance to quality management; Tsumura's advantage is the traceability of the supply chain, from the cultivation base of medicinal materials to the processing process; In terms of marketing, joint promotion of large brands, and self-dissemination of brands to create a fine standard pharmacy.
2. Open the ecological operation password of Douyin e-commerce experts
Zuo Qiang is the co-founder of Hangzhou ROI
Daren ecology, as an important channel for merchants to operate in Douyin. The distribution of influencers accounts for only 1% of the head, the tail accounts for 89%, the waist accounts for 10%, Douyin has 6.25 million dynamic sales experts, and the waist and tail talents, the future potential in Douyin is very large. The common problems of talent distribution are unclear positioning, lack of methods, failure to meet expectations, the solution is divided into five steps, clear direction and goal, fixed product mechanism, selection of talent, emphasis on increment, improve the pass rate. It is not too late for the health industry to enter Douyin, it is worth a try, and there will be unexpected gains.
3. Brand innovation to let the world see
Liangji Founder/art director of Shanghai Liangji Yuhe Brand Consulting Group
Eleven years of focusing on the two poles of brand innovation and opening the brand's innovation journey. Use brand thinking to solve the problem of low visibility and poor sales. Reshape the brand image with whole-case thinking and enhance the market influence of the old brand in the new environment.
With the rapid development of food science and technology, new functional ingredients and new processing technologies are important driving points for food technology innovation, and also an important starting point for improving food health and efficiency. In addition to polishing product quality, enterprises establish a good reputation and brand; Focus on superior resources, and clearly position products according to their efficacy to deliver product value.
Tapping new food resources and shaping the new pattern of future food has become the focus of attention of countries around the world. The development of new food raw materials represented by alternative proteins (such as plants, algae, microorganisms), plant-based foods and synthetic biological new foods has been a hot spot in recent years.