可编辑文档：2023年健康营养行业品牌渠道发展分析报告.pptx

行业概况Industryoverview

202疫情下的健康营养行业分异，近六成企业在增减20%上下浮动Underthe2022pandemic,thehealthandnutritionindustrybegantodifferentiate,withnearly60%ofenterprisesfluctuatingwithin20%ofincreaseordecrease2022年销售额增长率SALESGROWTHRATESIN202225.00%20.00%15.00%10.00%5.00%23.81%20.63%15.87%14.29%11.11%11.11%3.17%0.00%-50%以上-20%~49%-1%~19%与2021年持平1%~19%20%~50%50%以上

传统医药渠道回归，销售额位居榜首Traditionalpharmaceuticalchannelshavereturned,withsalesrankingfirst新兴社交私域、直播带货发展迅猛Emergingsocialprivatedomainsandlivestreamingproductsarerapidlydeveloping礼品团购值得重视Giftgrouppurchasedeservesattention医药连锁社交/私域电商医疗机构垂直电商直播带货康复养老礼品/福利采购跨境电商直销/会销高端/会员商超专卖店母婴连锁美容院/养生会所百货渠道普通超市/便利店电视购物

品牌方增加线上投入，经销商增加线下投入Brandsideincreasesonlineinvestment,whiledistributorsincreaseofflineinvestment品牌方投入情况Brandsinvestmentsituation66%的品牌方增加了线上投入66%ofbrandsincreasedonlineinvestment线下投入offlineinvestment55%的品牌方增加了线下投入55%ofbrandsincreasedofflineinvestment线上投入onlineinvestment增加持平减少经销商投入情况Distributorsinvestmentsituation61%的经销商增加了线上投入61%ofdistributorsincreasedonlineinvestment73%的经销商增加了线下投入73%ofdistributorsincreasedofflineinvestment线下投入offlineinvestment线上投入onlineinvestment增加持平减少

线下渠道场景化，促进销售额增加Scenarioizationofofflinechannelstopromotesalesgrowth疫情下的基础免疫场景：BasicImmunizationSceneundertheEpidemic:医药连锁、医疗机构、康复养老Chainpharmacies,medicalinstitutions,rehabilitationandelderlycarecenters节日送健康场景：Wishinggoodhealthsceneduringtheholiday：高端/会员商超High-end/membershipsupermarket补充剂轻便化快消场景：消费者教育场景：Lightweightandfastconsumersceneforsupplements:普通超市/便利店ConsumerEducationScene：直销/会销Ordinarysupermarkets/conveniencestoresDirectsales/Exhibitionsales

线上直播电商销售额贡献首次超过传统电商Onlinelivestreamingcommercessalescontributionsurpassestraditionalcommerceforthefirsttime小红书/Bilibili等兴趣电商正在崛起Interestrelatede-commercesuchasXiaohongshu/Bilibiliisontherise传统电商

品牌最爱专业服务能力和信用口碑并重的经销商Thebrandlovesdistributorswithbothprofessionalservicecapabilities