HANGZHOU, China, April 23, 2024 /PRNewswire/ -- On April 11-12, the "HNC Hangzhou Xun Chamber of Commerce and 2024 Health Brand Marketing and Innovation Application Forum (hereinafter referred to as HNC Hangzhou Xun Chamber of Commerce)" jointly organized by the China Chamber of Commerce for Import and Export of Medicines and Health Products and Shanghai UBM Sinoexpo International Exhibition Co., Ltd. was successfully concluded at the voco hotel in Hangzhou, attracting nearly 1,000 professionals from the big health industry to participate in the forum. With the theme of "Reshaping the Cornerstone of Big Health Brand Trust and Exploring New Marketing Channels and Business Models", the forum focused on hot topics in the industry, such as the marketing trend of big health brands, the economic business model of new brand influencers, finding key ways to gain consumer trust, and developing new marketing channels. At the forum, nearly 30 industry experts, new media platform experts, brand marketing experts, and outstanding entrepreneur representatives from different fields of the big health industry gathered together to collide ideas in the form of speeches and roundtable dialogues. The topics are divided from multiple dimensions such as trend analysis, industry standards and regulations, risk and rational application, and brand marketing case sharing. On the sidelines of the forum, more than 20 exhibitors outside the venue also had in-depth exchanges with the participants. This time, Hangzhou Xunshang Chamber of Commerce once again provided a platform for communication and learning for the big health industry, and also injected new vitality and thinking into the future development of the industry.
2024 HNC Hangzhou Seeking Chamber of Commerce Site-1
* The conference was co-sponsored by the China Chamber of Commerce for Import and Export of Medicines and Health Products and Shanghai UBM Sinoexpo International Exhibition Co., Ltd., and organized by Shanghai Zhongze Culture Media Co., Ltd., Marketing Department and Feigua.
April 11thLi Jian, a distinguished expert of China International Electronic Commerce Center and CEO of Shanghai Tuge E-commerce, gave a speech on the theme of "Industrial E-commerce Explosive Product Strategy and Opportunity Insight". He said that we are experiencing an unprecedented new sales change, the core of this change: technological innovation and consumption awakening, and put forward "no explosive products, no e-commerce", explosive products are the DNA of the enterprise, explosive products are the corporate strategy, the analysis of new and old customers and the explanation of the strategic rules of explosive products. Finally, it is concluded that we should plan for the future with a zero-return mentality, use data with a global thinking, build core capabilities to learn from the future, weave flattening, empower the front line, make decision-making closer to the forefront of the business, improve the quasi-core group to create high-quality content for the brand content pool, and gradually infiltrate and complete the construction of the product content system.
Huang Yutao, Sales Director of Funkey Health, shared the underlying logic of creating a new consumer brand in the big health industry. The Institute of Life Science and Health has four research centers, including precision nutrition, metabolic nutrition, special medical food, and maternal and child nutrition. The institute maintains close cooperation with domestic authoritative institutions and top universities, and has carried out a number of cooperation projects. At the same time, Director Huang Yutao has rich experience in the research and development of nutritional and health products, and has successfully created a number of live broadcast products. He shared crowd portraits, product investment, channel attributes, etc., and put forward three abilities that explosive product creators need to have: business ability, explanation ability, and product ability. As well as the experience and methods of creating explosive products, such as following the trend, maintaining the original intention, and gambling.
Muller, the head of Xiaohongshu's Shanghai ecology, explained to us the health care product market on Xiaohongshu, which is hot and in high demand from users. At the same time, brands need to learn to see opportunities from demand and gain insight into the growth of industry scale, and the current popular product categories include vitamins, probiotics, fish oil, collagen, calcium, etc. The later part of the marketing plan introduces how the brand should identify the core group, create high-quality content, store water for the brand content pool and gradually penetrate, and complete the construction of the product content system.
Li Jie, investment promotion director of the 2024 JD Health Global Import Health Cooperation Program, analyzed JD Health's medical and health business according to the development trend. By improving the quality of raw materials for pharmaceutical and agricultural specialties, JD Health helps products to innovate and promote the continuous expansion of related industries. At the same time, JD Health actively fulfills its corporate social responsibility and carries out activities such as rare disease care programs, public welfare donations, and online free clinics for flood relief. The relevant content of JD Health's cross-border import business, including business model, cooperation policy, professional empowerment, etc. Through the multi-party joint cross-border national pavilion project, we will build a new business testing product incubator to help overseas brands efficiently enter China for testing.
Mr. Yu Zihuan, General Manager of the Marketing Department of China Resources Sanjiu Pharmaceutical Co., Ltd., introduced how to gain insight into new opportunities in the nutrition and health care consumer market through AlGC in the era of human-computer interaction. He mentioned marketing-related products as well as standardization, personalization, branding, interaction, and more. The event also discussed the content of nutrition and health products from satisfying the functional value of consumers to satisfying the spiritual value and social value. He emphasized that Al will strengthen the advantages of personalization, break the traditional category loyalty, and start from the digital scenario, from the infrastructure, smart medical and other aspects of discussion.
Wang Wentong, executive vice president of Weihai Lily Biotechnology Co., Ltd., pointed out that as the big health industry has entered a new stage of high-quality and standardized development, the market scale has shown a steady growth trend. The liberalization of new function declaration in the field of health food has stimulated the R&D and innovation vitality of the industry, promoted the continuous updating of dosage form technical standards, and diversified functional foods. Consumer demand for functional foods has shifted from special occasions to everyday life. In terms of efficacy, consumers are not only concerned about whether the product can bring the expected health benefits, but also about its potential side effects, and look forward to preventive micronutrient supplementation through the intake of functional foods. The brand's products are subject to strict quality testing to ensure safety and reliability in order to meet consumers' high standards for healthy food.
Zhang Li, chief data analyst from Guoji Feigua, analyzed the trend of the probiotics industry on social media e-commerce platforms in 2024 and shared practical experience in brand marketing. She said that the sales of probiotic products are expected to grow steadily, and the trend of consumer attention to probiotics is mainly female, mainly concentrated in second- and third-tier cities. Price is the main concern of consumers when buying probiotic products, and brand comparison and effect experience are also important factors. Liberty Point is the sales champion of the sanitary napkin category on the Douyin platform, using probiotic flora to meet the physical and psychological needs of women and become a brand advantage. In the future, the probiotics industry will have a trend of "cross-industry integration", and the needs of brands, products and consumers will be diversified. Data-assisted solutions can help brands conduct multi-dimensional analysis, optimize advertising strategies, monitor product conversion rates, and more.
Li Guoguang, sales director of Zhejiang Shouxian Valley Pharmaceutical Co., Ltd., explained that Shouxian Valley is committed to building the world's first brand of Ganoderma lucidum, and its product quality is good at scientific research and sincere in quality. The Ganoderma lucidum and its spore powder from Shouxian Valley have a variety of ingredients and effects, such as two-way regulation of immunity, antioxidant, anti-tumor, etc. Shouxian Valley Ganoderma lucidum spore powder adopts a unique process, and the content of active ingredients is more than 10 times higher than that of ordinary wall-breaking spore powder, and the bitter taste is not obvious, and the effect is more obvious. Shouxian Valley is a company focusing on the research and development of traditional Chinese medicine, with a number of patents and technical novelty search reports, and is committed to promoting the modernization, industrialization and high-quality development of traditional Chinese medicine, and promoting traditional Chinese medicine to the world.
In the roundtable dialogue, Zhihu Ayuan, Nutrition Xiaolu and "Liu Genghong Health is Coming" Business Haoyue discussed content creation in the field of health, and all said that it is an important challenge to balance the relationship between "hot spots" and "content". The underlying logic of continuously outputting popular content is to deeply understand the needs and interests of the target audience and create content that meets their tastes. It is also necessary to consider the credibility and reputation of the cooperative brand to avoid cooperating with bad brands to damage the personal IP image. Wang Wentong, executive vice president of Baihe Co., Ltd., and Huang Yutao, sales director of Fungi Key Health, told us that we should clearly position the target consumer group as middle-aged and elderly people and young people with high health awareness, and actively deploy new media channels to enhance the overall influence of the brand. In-depth insight into user behavior characteristics in the new media environment, flexible use of various marketing tools, to achieve brand exposure and product sales double improvement.
April 12thChina's health consumption is developing in the direction of specialization and digitalization, and policy guidance, economic development and public awareness have promoted the ecological upgrading of the big health industry. Liu Yixuan, Director of Business Research at CBNData, used data to show us the growth of per capita disposable income and consumption power, the growth of healthcare consumer spending, and the gradual transformation of consumer health management concepts from "medical health" to "full-dimensional health management". The consumer demand for healthy living continues to penetrate in six scenarios, including healthy dining table, health care, home health, emotional healing, health care and deep sleep. Consumers' attention to scenarios such as health condiments, oral care, body care, and drinking water health is increasing year by year. The trend of healthy life points out that consumers' health needs have gradually entered the "intensive era" and become a new force in healthy consumption, with health demand penetrating into all scenarios such as diet, sleep, and nursing, consumer demand segmentation and diversification, and intelligent technology empowering health management.
Ma Yao, Director of Marketing at GNC China, pointed out that the essence of global marketing is to establish a consumer-centric communication mechanism and reduce its decision-making effort. Global marketing includes impression weight, advertising reach, key marketing touchpoints, interest, purchase, high, wrench box evaluation, use, experience, stubble precipitation, traffic customers, novice customers, growth customers, stable customers, satisfaction curve, new customers, repurchase, loyalty and other links. Touchpoints include social media, mental marketing, content marketing, interaction, display advertising, cognition formation, recommendation traffic operationalization, grass platform search, "product" explosion domain, "effect" operation domain, video display, graphic display, offline physical category, short video graphic display, social interaction, acquaintance socialization, search and planting, etc.
Yu Yaya, Key Account Director of Weimob Group and Gold Medal Lecturer of Weimob Academy, proposed to achieve full-chain growth of global marketing in "Building a Private Domain Ecology: Helping the Big Health Industry Achieve Full-Chain Growth", and marketing insights in the big health industry, including the formation of diversified content to form a combination of punches to create explosive articles in multiple dimensions, brand + talent dual empowerment, promote the efficient exposure of big health brands, and maintain community operations for big health X user relationships. Different categories of SKUs, building a variety of user communities, and exclusive activities and benefits for the 3.0 community, so that users can retain and enhance value.
Liu Leran, Director of the Marketing Department of Shanghai Pharmaceutical Health Science Co., Ltd., said in his speech on the theme of "Breaking the Circle and Restructuring of the Health Industry at Home and Abroad" that the service platform is committed to providing one-stop omni-channel services for brands, including integration of resource advantages, cross-border e-commerce, retail terminal promotion, etc. Shanghai Pharmaceutical Health Science also cooperates with the world's leading pharmaceutical companies to provide brands with cross-border special medical food, medical beauty products, cross-border cosmeceuticals and personal care, etc., and is committed to developing into the main force in the development of ginseng industry at home and abroad that is at the forefront of technology and quality certification.
Wang Liwei, CEO of Hong Kong Kadewanli Health Technology Industry Group Co., Ltd., said that in the live broadcast of the global shopping trend, the national fortune in 2024 is about to enter the Jiuzi Lihuo, the scale of the big health industry is huge, and the driving factors of health food consumption include the purchase of health care products to become the first choice for improving health, sports health and the purchase of tonics, and the joint stock operation of Douyin Global Shopping will also be one step ahead.
Liu Zengjun, co-founder of Zhongze Media, mentioned the importance of new media marketing of big health in his keynote speech on "Brand Promotion and Explosive Product Marketing of Big Health New Media", introduced the relevant content of big health new media promotion and explosive product marketing, and how to outperform the market through communication language transformation. In the process, Huahua's circle of friends of domestic products, event marketing inspiration and reflection, and the explosive product strategy of big health brand marketing were also mentioned, and the three stages of explosive product marketing were shared for us, as well as the marketing cases of popular products of major well-known brands.
With the theme of "using hot fermentation to create the main position of big health brand promotion", Yang Yannan, director of the big health industry of the Weibo Regional Development Division, explained that the Weibo Marketing Strategy Center helps brands achieve the goals of occupying the leading position in the category, festival node marketing, cross-border circle breaking, entertainment marketing, and drama variety marketing through customized brand Weibo marketing strategies, entertainment marketing, and drama variety marketing.
Under the new normal of e-commerce, Youzan has a business operation in the health industry, Jiamu, and introduced the growth opportunities of the private domain and how to help merchants succeed in the private domain field. He pointed out that the private domain is a must-have battlefield for nourishing and health care, and Youzan has brought more high-priced consumers to the private domain business, and shared four case studies to show how different businesses can use the private domain to achieve growth. Finally, Jiamu gave suggestions on the private domain business path and operation scenarios, as well as thoughts on private domain positioning, user value, and trust cultivation.
Yaxing Tan, Founder and CEO of MSC Consulting, discussed the work of the consulting firm on sustainability strategy and how to help clients with long-term growth value, solve operational challenges, and create real social impact on "Healthcare Sustainability". He also mentioned trends such as ESG-oriented risk and market capitalization management, sustainability, AI and accessibility, and cross-border digital therapeutics to solve real problems, and emphasized the importance of systematic planning, clear resource allocation, and execution priorities.
Jin Ge, an e-commerce marketing expert on Douyin and the founder of Hangzhou Yimai, shared with you how to make money with Douyin, including building multiple stores with sales of millions, content-based accounts, e-commerce accounts, knowledge payment accounts, etc. At the same time, he used short video cases of different categories to introduce the operating cost structure of live broadcasts and short videos, the advantages of graphic operations, the optimization ideas of material planning and production, and how to optimize video content to promote product transactions, and also emphasized the importance of seizing opportunities and doing bravely.
2024HNC Hangzhou Seeking Chamber of Commerce Site-2
Xunshang Chamber of Commerce is a brand marketing conference of the big health industry created by HNC Health and Nutrition Exhibition by taking advantage of the exhibition platform. Since its inception, it has been committed to digging deep into the characteristics of the health industry in different regions and the challenges faced by enterprises, and jointly discussing hot topics of concern to the industry, including but not limited to insight into consumer needs, discussion of brand marketing strategies, improvement of product competitiveness, attention to operational efficiency, analysis of marketing data, and interpretation of problems in new media communication. Through in-depth discussions, we can help enterprises achieve sustainable growth and long-term development of their brands.
Looking forward to the future, HNC will continue to inject new vitality into the brand marketing of the health industry and provide a professional communication and learning platform for industry practitioners and partners. The goal of HNC is to become a landmark forum for the health industry, promote the quality and efficiency of industry exchanges, and provide strong support for the long-term growth of enterprises.
We sincerely invite more partners from the upstream and downstream of the industrial chain to join us, pay attention to the development trend of the industry, and work together to promote the prosperity and development of a healthy ecology.
Follow the WeChat public account "HNC Health and Nutrition Exhibition", or visit the official website for more professional information.