Tesla CEO Elon Musk posted a note on social media, which unexpectedly set a 100 billion consumption track on fire, saying: "With semaglutide and diet control, I lost 9 kilograms in a month. ”
As a result, semaglutide (a GLP-1 receptor agonist) has become a popular "miracle drug for weight loss" around the world, and GLP-1 drugs ranked first in the "Top Ten Scientific Breakthroughs of 2023" released by Science magazine.
The explosion of semaglutide did not happen overnight. According to the World Obesity Map released by the World Obesity Alliance in 2023, it is expected that by 2035, more than 4 billion people will be obese or overweight, accounting for 51% of the global population; Barclays expects the weight management market to reach $100 billion within a decade.
The huge market has attracted many players to enter the game, major platforms have vigorously increased weight management products, and head brands have begun to appear in the subdivision track.
The "Weight Management Four-Piece Set" comes standard for VTN members
In September last year, the market value of Novo Nordisk, which shined with semaglutide, once surpassed the French luxury giant LV Group and became the listed company with the highest market value in Europe; lululemon, a yoga pants giant that has risen in recent years, has quickly become a leading enterprise in the field of yoga wear, aiming at the body management anxiety of the new middle class in the city; Fitness experts on Xiaohongshu are crazy Amway Yuanqi Forest Corn Silk Tea, Besunyen Slim Tea; New and old brands such as Want Want, Master Kong, Quaker, and Super Zero are launching beverage snacks that focus on the concepts of low-calorie, low-carbon, and satiety...... It can be said that every subdivision track has been gathered.
Among them, VTN International Health Brand Collection Store, which has 12 million members around the world, will become a "dark horse" in the weight management track in 2023 with its four exclusive weight management products: Yifan Metabolic Coffee, Yifan Little Red Powder, Yifan Super Green Powder and Songke Tribiotic.
Many netizens still have vivid memories of the national exercise to lose fat caused by "drinking a cup of black coffee before climbing the stairs". In fact, drinking black coffee before aerobic exercise can indeed accelerate the efficiency of fat burning, and when the coffee that young people drink every day suddenly increases the "fat burning function", the sensitive nerves of consumer groups to "body anxiety" are accurately grasped.
The concept of "metabolic coffee" proposed by the Australian plant-based nutrition brand Eimele has stepped on the trend of changing consumer preferences for "functional coffee". Yifan Metabolic Coffee adopts a unique "pro-enzyme metabolism method", which accelerates the body's operation by supplementing the coenzymes needed by the body's metabolism and consumes excess calories, and has sold more than 2.3 million boxes in all channels.
Another Internet celebrity product of Yidian, "Yidian Xiaohong Powder" (official product name: Yishan Oral Slimming Powder), just caught the flow of semaglutide. Unlike semaglutide, which requires artificial injection of GLP-1, Yifan Xiaohong Powder is a pure plant-based formula, and its patented ingredient Reducose™ can promote the body's own production of GLP-1, block the absorption of carbohydrates and sugars, and ease weight management. As the world's leading oral botanical Simei product, Yidian Xiaohong Powder has sold more than 300,000 boxes on the whole network in just 3 weeks after its launch, and is known as VTN's annual "out-of-stock king".
As Australia's leading plant-based nutrition brand, Eimele insists on unlocking the power of plants with technology, and its star product Super Green Powder proposes an innovative healthy detoxification concept of "three-stage detoxification", which can be reduced first and then added, which can supplement essential nutrients while detoxifying healthily.
The first tribiotic product certified by the Australian Medicines Administration, Songke Tribiotic Prebiotic Capsule, from the perspective of microbiota health, uses the trinity of "probiotics + prebiotics + postbiotics" to regulate the balance of intestinal microecology and help consumers lose weight scientifically and healthily. In March, Songke Sanshengyuan was launched, and the sales volume of the whole network has exceeded 150,000 bottles.
The person in charge of VTN channel said that the product combination of "metabolic coffee + little red powder + green powder + three biotics" has become the "standard" for weight management of VTN members. According to the "2023-2028 China Weight Loss Industry Competition Analysis and Development Prospect Forecast Report" released by the China Research Institute of Puhua Industry Research Institute, the market size of China's functional slimming food in 2022 will be 338.71 billion yuan, and the market size of fitness equipment will be 62.85 billion yuan, with a year-on-year increase of more than double digits.
It can be seen that "eating" and "moving" are undoubtedly the most promising tracks in weight management. In addition, the rise of "Internet +" has also made many online weight management products popular.
What is the right posture to step on the trend of healthy consumption?
At present, the development of China's weight management market is still in the early stage, and although there are many products such as drug use, exercise weight loss, and personalized diet, the industry pattern is far from being finally established. In the face of the new trend of healthy consumption, the key to attracting consumers is to accurately capture consumer needs, continue to innovate in product design and subdivided categories, and provide customers with "good products + good services".
Taking VTN health brand collection store as an example, the reason why it has eaten four waves of traffic dividends in a row is nothing more than the combination of "strict product selection + in-depth service".
On the one hand, VTN has formulated a set of strict 5A product selection principles, only selecting high-quality products with both "cutting-edge technology + rare raw materials", and its global selection pass rate is controlled below 1% all year round. In September 2021, SRW Laboratories in New Zealand, which gathers dozens of top scientists in the fields of global anti-aging, cell structure and function research, biotechnology, etc., with more than 300 patents and more than 1,000 scientific research documents, launched a series of breakthrough technology products that can improve human body functions at the cellular level in September 2021. As the exclusive global partner of SRW, VTN successfully launched the world premiere of the CEL series. According to public information, SRW's global sales exceeded 640,000 boxes, with a compound annual growth rate of 289.7%, and was praised as "the pinnacle of cell health technology" by the authoritative media "Fortune".
On the other hand, VTN has created an in-depth member service system, from the popularization of health knowledge, adhere to the "direct delivery", support global distribution, 100% authenticity guarantee, and the repurchase rate of members has been maintained at more than 70% for a long time.
In the final analysis, keen insights into consumer trends and pain points, good products recognized by users and professional personalized services may be the right posture for platforms and brands to frequently step on the healthy consumption outlet.