Health Product Industry Seeks Balance Between Demand And Trust

Reviewing the development process of health care products in China, it is not difficult to find that this industry has experienced many changes and combinations of modes and channels in just forty years. From the initial advertising marketing, to the conference marketing, direct marketing model, and now to the pharmacy channel, each model has witnessed the rise and fall of the health care industry. Despite ups and downs, the existence of brands such as Helios, Sanzhu, Giant Group, Tianshi, Amway and Antlysen undoubtedly promoted the geometric growth of the health care product market scale.

However, behind the rapid development of the health care industry, there are many problems. Over 40 years of brutal growth, health care product marketing has been labeled as "false propaganda", "trafficking anxiety", "fake and shoddy", "marketing chaos" and other negative labels. The root of these labels lies in the long-standing behavior pattern of "focusing on marketing, ignoring products and services" in the health care industry. In this mode, many enterprises neglect the improvement of product quality and service in order to pursue short-term benefits, leading to the gradual collapse of consumers' trust in the health care product market.

When consumers face advertising and marketing related to health care products, they tend to instinctively dislike and refuse. Even after the epidemic, the national health awareness rose, driving the growing demand of the health care product market, consumers remained vigilant to the domestic health care product market. They prefer to purchase overseas, rather than trust the domestic health care product market. This contradiction has greatly hindered the healthy development of the health care product industry.

In the face of this dilemma, the health care industry needs to reflect deeply. On the one hand, enterprises need to return to their original intention, put product quality and service first, and improve the competitiveness and added value of products through scientific and technological innovation and strict quality control. At the same time, enterprises also need to strengthen brand building and rebuild consumers' trust in the health care product market through honest operation and sincere service.

On the other hand, the government also needs to strengthen the supervision of the health care product market, crack down on false propaganda, counterfeit and shoddy behaviors, and maintain market order and consumer rights and interests. At the same time, the government can also introduce relevant policies to encourage and support the innovative development of the health care industry, and promote the industry to develop in a higher quality and more sustainable direction.

The Outline of the "Healthy China 2030" Plan issued by the CPC Central Committee and the State Council shows that the scale of China's massive health industry will reach 16 trillion yuan. Health care products, as an important part of the health industry, must occupy a place in it. However, in order to gain a share in this market, the health care industry must seek a balance between demand and trust, and win the trust and support of consumers through honest operation and sincere service.