中国国际健康营养博览会：2024健康营养行业品牌渠道发展洞察报告-43正式版-WN8.ppt

2024健康营养行业品牌渠道发展洞察InsightsintoBrandChannelDevelopmentofNutritionIndustry2024NHNE中国国际健康营养博览会出品ChinaInternationalNaturalHealthNutritionExpo(NHNE)

1200+健康营养品牌方问卷调研10000+活跃专业观众数据调研32次深度访谈Morethan1200healthnutritionbrandquestionnairesDataresearchofmorethan10000activeprofessionalvisitors32in-depthinterviews关于行业概势行业内参Industryoverview,CateTrendsinrawmaterialinnovationarederivedfromconsumersbrandchannelmerchantsbasedonB2Bexhibits.从展会视角看行业61次企业走访历时120天120daysViewingtheindustryfromtheperspectiveofexhibitions61businessvisits

NHNE观点：NHNEViews渠道融合与多元化发展Channelintegrationanddiversification专业性与功能性产品Specialtyandfunctionalproducts企业开始寻求公域流量的多途径融合，并且不再局限于单一的销售渠道专业性与功能性产品受到青睐，临床试验的产品是持久生命力Businessesseeksynergyacrosspublicdomains,transcendingsingle-channelsalesmodelsProductswithspecializedandfunctionalattributesarefavored,withclinicallytestedproductsshowingenduringvitality私域流量与品牌建设并重Privatedomaintrafficandbrandbuilding做好人群定位AccuratemarketpositioningSupplychainmanagementcostcontrol私域迭代更新快，打造短线爆品更应注重长久运营Agileprivatedomainstrategiesalongside加强供应链管理，优化成本结构，提升整体运营效率对企业来说尤为重要Strengtheningsupplychainmanagement消费两极分化，高端的人依然高端消费，底端的人选择便宜的产品Asconsumermarketspolarize,high-endlong-termbrandcultivationamidrapiditerationsandoptimizingcoststructuresarecrucialforimprovingoveralloperationalefficiencyconsumerscontinueupscalespending,whilethelower-endoptsformoreaffordableproducts

行业概况Industryoverview

行业格局趋于稳定，七成企业业绩保持在增减20%Theindustrylandscapeisstabilizing,with70%ofbusinessesmaintainingaperformancegrowth/declinewithin20%1.3%-1.0%33%-4.2%20%18%-7.3%7%10%7%4%-50%以上-20%~49%-1%~19%1%~19%20%~50%与上年持平50%以上

品牌企业寻求突破的第二增长曲线ThesecondgrowthcurveforbrandedcompaniesthatarelookingforabreakthroughHogy?NEWBRANDNEWCHANNISECESNEWMARKETING推出新品牌或新品拓展新的销销售价格尝试新的营销方式36%35%18%6%4%

代理商的“乐与怒”Agents’joyandfrustration开发自有品牌提升利润空间Developingproprietarybrandtoenhancepr