2021欧洲杯买球

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被中国企业收割后 洋保健品们活得咋样?
2021-12-22 03:23:36

【YIBANGDONGLIWANGXUN】HENDUODEZHONGGUOXIAOFEIZHEHUOXUHAIMEIYOUYISHIDAO,JIALIDUNZHEDE“YANGBAOJIANPIN”YIJINGHUANLE“GUOJI”。

2015NIAN9YUE,HESHENGYUANYI76.67YIGANGBISHOUGOUAODALIYABAOJIANPINPAISwisse 83%GUQUAN,YINQIXINGYEHONGDONG(JINNIAN2YUE,HESHENGYUANYIJINGSHIXIANDUISwisseQUANZIKONGGU),BEIZHONGGUORENMINKUANGREZHUIZHUDESwisse,"YAOSHENYIBIANCHENGWEILEZHONGGUOQIYE。

ZHEIYISHOUGOUANLISIHUDAKAILEZHONGGUOQIYE“MAIMAIMAI”DEZHAMEN。TANGCHENBEIJIAN、XINXIWANG、XIWANGSHIPIN、SHANGHAIYIYAO、AOYOU、JINDAWEI、AILANDE、DINGHUITOUZIDENGQIYEKAISHIYIGEZHONGFANGSHIQIANFUHOUJI“SHOUGE”HAIWAIBAOJIANPINPAI。QIZHONGYOUXIAODAOJIQIANWANDESHOUGOU,YEYOU50YI、80YIDE“DASHOUBI”。

(图:中国企业收购海外保健品一览表)

“买买买”背后的焦虑

SHIPIN、YAOPIN、BAOJIANPINQIYESHI“MAIMAIMAI”DEZHULIJUNTUAN。BEIHOUDEQUDONGLISHISHENME?YIWEIBAOJIANPINXINGYECONGYEDUONIANDEZISHENRENSHIFENXI,DUISHIPIN、YAOPINQIYELAISHUO,KUOZHANBAOJIANPINYEWUXIANDEYIGEZHONGYAOMUDESHIHUANJIE“GUIMOJIAOLV”。

“GUOQULIANGNIANKANDAOLIANGGEFEICHANGMINGXIANDEQUSHI。YIFANGMIAN,SHIPINXINGYEMIANLINLIRUNLVBUGAO、JIAGEJINGZHENGYANZHONGDEKUNJING,TAMENJIANGCHANPINZUODEYUELAIYUEPIANYINGYANGHUA、GONGNENGHUA,"KEKOUKELE、BAISHIKELEDOUZAIZUOWEISHENGSUYINLIAOJIUSHILIZI;ERLINGYIFANGMIAN,YAOQIYEKAISHIFENFENJINRUBAOJIANLINGYU,KAIFA‘ZHIWEIBING’DEBAOJIANCHANPIN,SHANGHAIYIYAO、HUIRUI、GSKDOUSHELILEYINGYANGSHIYEBU,DALIANGYANFAFEIYAOPIN。”SHANGSHURENSHIZONGJIEDAO。

“SHOUGOUVitacoSHIWEILEJINRUBAOJIANPINXINGYE,CIQIANSHANGYAOJITUANMEIYOUCIXIANGYEWU。”SHANGHAIYIYAODONGSHIHUIBANGONGSHIJIYUNCENGZAIJIESHOUCAIFANGSHIZHEIYANGJIESHISHOUGOUVitacoDEMUDE。

LINGYIGEMINGXIANDEXIANXIANGSHI,ZAIZHONGGUOQIYEDESHOUGOUBIAODEZHONG,AOXINBAOJIANPINPAICHENGWEI“QIANGSHOUHUO”。CONGWANGHONGJIPINPAISwisseDAOYONGYOUhealthy careDEAustralia NaturalCare(JIANCHENGANC),ZAIDAONutrition CareHEVitaco,DOULAIZIAODALIYA、XINXILANDIQU。

ZHISUOYIAOXINBAOJIANPINPAISHOUZHONGGUOQIYEQINLAI,XINGYERENSHIXIANGYIBANGDONGLIWANGFENXILEYIXIAJIGEYUANYIN:

YI、KUAJINGDIANSHANGHUOBAOQILAIDELIANGNIANLI,AOZHOUBAOJIANPINPAIBIAOXIANFEICHANGQIANGYAN,CHENGGONGSHANGWEI。

ER、AOZHOU、XINXILANBAOJIANPINQIYEZAIGUONEIYOUGENGGAOZHIMINGDU,QIEDADUOGUIMOBUDA,SHOUGOUXINGJIABIGENGGAO。

SAN、AOZHOUBAOJIANPINPAIZISHENYOUYIYUANCHUSHOU。YINWEIBENTUSHICHANGKONGJIANFEICHANGXIAO,NENGZHAODAOZHONGGUOMAIJIA“TUOSHOU”YESHIBUCUODEXUANZE。

“ZHEIDUIVitacoDESHIYELAISHUOSHIYIGEFEICHANGLINGRENXINGFENDEJINZHAN,TAJIANGXIEZHUVitacoZAIWEICHIXIANYOUYUNYINGDETONGSHI,WANCHENGJINRUYAZHOUSHICHANGDEZHANGQIJIHUA。”VitacoBEISHANGYAOSHOUGOUHOU,CENGZHEIYANGBIAOSHI。

CHULESHANGSHUYIJINGBEISHOUGOUDEQIYE,BUSHAOQITADEAOXINBAOJIANPINPAIYEXIANGYIBANGDONGLIWANGBIAOSHICHUDUIZHONGGUOZIBENDEHUANYING。“ZHIYAONENGJIQIYEHEXIAOFEIZHEDAILAIFUJIAZHI,ZIRANSHIBUPAICHIDE。”XINXILANFENGMIPINPAIMINIUKANG(Manuka Health)CHUKOUBUJINGLIKen KeyserGAOSUYIBANGDONGLIWANG。

AOZHOUYISHENGJUNPINPAILife SpaceDONGSHIZONGJINGLIBen McHargZETOULU,YIJINGYOUBUSHAOZHONGGUOTOUZIFANG(YOUGUOQI,YEYOUSIQI)YUQIJIEQIA,“ZHIYAOCELVEBEIHOUYOUYIYI、YOULIYOU,DUIYUQIYEFAZHANYOULI,ZHENGHEBINGGOUDOUSHICHANGKAIDAMENDE,YUANYIQIATANDE。YATAISHICHANG,YOUQISHIZHONGGUOSHICHANGDUIWOMENLAISHUOQUESHIFEICHANGZHONGYAO,ZHENGHENENGDAILAIXIETONGXIAOYING。”Ben McHargBIAOSHI。

YIZHONGJIAOLVHUANLAILINGYIZHONGJIAOLV

“MAIMAIMAI”DEKUAIGANZHIHOU,ZHONGGUOQIYEYAOMIANLINDESHISHENME?BEI“SHOUBIAN”DEYANGBAOJIANPINMENSHIFOUQIANTUYIPIANTANDANG?SIHUBINGBUSHI。

(图:部分被中国企业收购的海外保健品牌)

YIWEIBEIMEIBAOJIANPINPINPAIDEZHONGGUOQUFUZERENPINGLUNCHENG,SwisseBEIHESHENGYUANSHOUGOUHOU,YOUYIDINGDEJIJIXIAOGUOXIANXIAN,ERQITAYANGPINPAIBEIZHONGGUOQIYEZHENGHEHOU,XIAOGUODOUFASHANKECHEN:YAOMECHANPINHAIMEIYOUDUIZHONGGUOSHICHANGZHENGSHIFALI;YAOMEZHENGHEQILAIPOJUNANDU。

GAIRENSHIFENXI,ZHONGGUOQIYEYUYANGBAOJIANPINPAIDEZHENGHEBUGOUSHUNLI,CUNZAIYIXIAJIGEYINSU:

YISHIZHONGGUOKUAJINGDIANSHANGZHENGCEDEBODONG。2016NIAN4YUEFENQI,ZHONGGUOKUAJINGDIANSHANGXINGYELIANLIANDIERUZHENGCEDAILAIDEKUNJING,"ERDUIBAOJIANPINXINGYEYINGXIANGZUIDADEYINGGAISHI《KUAJINGDIANZISHANGWULINGSHOUJINKOUSHANGPINQINGDAN》(JIANCHENG“ZHENGMIANQINGDAN”)。MEIYOUBEILIERUGAIQINGDANDESHANGPIN,DOUJIANGBUNENGZAITONGGUOKUAJINGDIANSHANGQUDAOJINRUZHONGGUO——ZHEIDUIYUYOUZHEPANGDASKULIANGDEHAIWAIBAOJIANPINQIYELAISHUO,JUEDUISHIBUXIAODECHONGJI。

NAPASHIYONGYOUGUANGFAN“QUNZHONGJICHU”DESwisse,YESHOUDAOLEZHENGCEYINGXIANG。HESHENGYUANDECAIBAOXIANSHI,JIEZHI2016NIANDISANJIDU,LAIZISwisseDESHOUYIBISHANGNIANTONGQIJIANSHAOLEYUE15.7%。BUGUO,SHOUSIDELUOTUOBIMADA,GENJUALIBABADESHUJU,ZAI2016NIANDEQIANSANGEJIDU,SwisseZAIALIBABAPINGTAIDEBAOJIANPINLEIXIAOSHOUYEJICHIXUWEICHIZAISHOUWEI。

ZAILAIKANBEISHANGHAIYIYAOSHOUGOUDEAOZHOUPINPAIVitaco。ZUOWEIYIJINGZAIAOZHOUSHANGSHIDEQIYE,VitacoMINGXIANBAZHONGGUODANGZUOFEICHANGZHONGYAODESHICHANG——ZAIQI2016NIANDECAIBAOZHONG,10CITIDAOZHONGGUOSHICHANG。DANQIYEMINGQUEZHICHU,YOUYUZHONGGUOJIANGUANZHENGCEDEBUWENDINGHESHUISHOUDEBIANHUA,2016NIANXIABANNIAN,GONGSIDEZHONGGUOYEWUJINGLILEBUXIAODEBODONG。

JULEJIE,MUQIANVitacoZAIZHONGGUOYIJINGJIANLILEYIGE12RENDETUANDUI,QIZHONGSHANGHAIYOU3GEREN。SHUJUXIANSHI,VitacoZHONGGUOZAI2016NIANSHANGBANCAINIANDEXIAOSHOUSHOURUJIN1152WANAOYUAN(YUEHE5993WANRENMINBI),QUANNIANSHOURUZHONG,ZHONGGUOSHICHANGGONGXIANLE2200WANMEIYUAN(YUEHE1.5YIRENMINBI),BIQUNIANTONGQIZENGZHANGLE38.4%。

(图:Vitaco运动营养子品牌musashi的天猫国际旗舰店)

(图:Vitaco子品牌healtheries的天猫国际旗舰店)

RUGUOSHUOKUAJINGZHENGCEDAILAIDEYEWUBODONGSHIJIYUWUNAIDE“WAIYIN”,NEIMECHANPINDETONGZHIHUA、DUIDAIZHONGGUOSHICHANGDEFANYINGSUDU,KEYISHUOSHIZUAIZHEIXIEHAIWAIBAOJIANPINFAZHANDE“NEIYIN”。

“PINPAIYUPINPAIZHIJIANTAIQUTONGLE,DOUSHITIANRAN、CAOBEN、WEISHENGSU、YUYOU……WUFEISHIGUIMOSHANGDECHAYI,CHANPINYANFASHANGDECHUANGXINHAIBUGOU。”YIWEIBEIMEIBAOJIANPINQIYEDENEIBURENSHIZHEIYANGFENXIDAO。“ZHONGGUODESHICHANGREDIANZHUANYISHIZAITAIKUAILE,RUGUOGUODUYILAItop10CHANPIN,SHIHENRONGYIBEIXIAOFEIZHEPAOQIDE。”

TARENWEI,XIANGBI“BEIMEIPAI”BAOJIANPINQIYE,“AOXINPAI”BAOJIANPINQIYEZAIPINLEIWAJUESHANGYIJINGPOWEIJIJI,ZAICHUANTONGDEWEISHENGSU、KUANGWUZHILEICHANPINWAI,BUDUANWAJUECHUMANYUEMEI、XIAOBAIJU、LANMEIDENGDENGERMUYIXINDECHANPINXIAN。

CHULESHANGSHUYINSU,DUI“CHIXIA”HAIWAIPINPAIDEZHONGGUOQIYELAISHUO,TUANDUIZHENGHE、ZIYUANZHENGHEDOUXUYAOSHIJIANHEPOLI。

YIZIRANZHIBAOWEILI,ZAIBEIZHENGHEJINTANGCHENBEIJIANHOU,WULUNTUANDUIHAISHICHANPIN,DOUXIANRULEYIDINGCHENGDUDEDONGDANG。YIWEIZHIQINGRENSHITOULU,YUTANGCHENBEIJIANHEZUOZHIQIAN,ZIRANZHIBAOZAIBEIJINGYOUYIGESHANGBAIRENDETUANDUI,BEIZHENGHEDAOTANGCHENBEIJIANGUANGZHOUZONGBUHOU,ZIRANZHIBAOYUANYOUDETUANDUILIUSHILEBUSHAO。CHANPINXIANFANGMIAN,ZIRANZHIBAOHAIMEIYOURENHEXINPINSHANGSHIDEJUDONGHUOZHEDAGUIMODETUIGUANG。

ZAILAIKANKANTANGCHENBEIJIANYUNBTYHEZIDEHEXINCHANWU——JIANZHIBAO(XIANGGANG)YOUXIANGONGSI(TANGCHENBEIJIANCHIGU60%)。TANGCHENBEIJIAN2016NIANNIANBAOXIANSHI,JIANZHIBAO(ZHUYAOCONGSHIZIRANZHIBAOHEMEIRUIKESILIANGGEDAPINPAIZAIZHONGGUODEJINGYINGYIJIKUAJINGDIANSHANGYEWU)YINGYESHOURU1660WANYUAN,KUISUNDADAO2228.3WANYUAN。

ERBEIAOYOUSHOUGOUBANNIANYILAI,AOZHOUBAOJIANPINNutrition CareDUIYUZHONGGUOSHICHANGYEHAIMEIYOUMINGXIANDEJUCUO。ZAINutrition CareDETIANMAOGUOJIQIJIANDIAN,MAIDEZUIHAODEDANPINZONGXIAOLIANGWEI2318,QITAXIAOLIANGDOUZAILIANGWEISHUSHENZHI0。

DAZHAOZAIHOUMIAN?KANZHONGGUO“BABA”MENDEZHENGHECELVE

DANGRAN,BIJINGZHONGGUOQIYEDUIHAIWAIBAOJIANPINDEZIBENJIERUSHIJIANHAIHENDUAN,YAOQIUDUANSHIJIANNEIJIUYEJIDABAOZHAXIANRANTAIGUOYU“ZHEJI”。DUIZHEIXIEGANGGANGNAXIAHAIWAIBAOJIANPINDEZHONGGUO“BABA”MENLAISHUO,GUSHICAIGANGGANGKAISHI。

HUALE88YILAISHOUGOUSwisseDEHESHENGYUAN,ZAIZHENGHEJIEZOUSHANGYIJINGFEICHANGMINGXI。QIZAICAIBAOZHONGTOULU,JI《BAOJIANSHIPINZHUCEYUBEIANGUANLIBANFA》YU2016NIAN7YUESHENGXIAOHOU,JITUANYIZHIDINGSwisseDEXIANXIACELVE:YIFANGMIAN,JIAKUAIBAOJIANSHIPINDEBEIANHEZHUCE;LINGYIFANGMIAN,ZAIBAOJIANSHIPINZHIWAI,YETONGSHIKAIFAHEYINJINBUXUYAOZHUCEDECHANGGUISHIPIN,RUYUNDONGYINGYANGDANBAIFEN、WEISHENGSUCPAOTENGPIANDENGDENG。

(Swisse在中国线下市场也已经展开各种营销活动)

“BENJITUANJIANGQIDONGJIJIDEYINGXIAOHUODONG,YICUJINSwisseCHANPINZAIZHONGGUOSHICHANGDEZHUDONGXIAOSHOU,ZHIZAIYINGDUIBEIDONGXIAOSHOUDEQIANZAIDEXIAOSHOUXIAHUAQUSHI。”HESHENGYUANFANGMIANZHEIYANGBIAOSHI。

ERNAXIALEZIRANZHIBAOHEMEIRUIKESILIANGDAPINPAIDETANGCHENBEIJIAN,SIHUDUIKUAJINGDIANSHANGQUDAOGENGWEIGUANZHU。“JIANZHIBAOJIANGCHONGFENFAHUIZIRANZHIBAOHEMEIRUIKESICHANPINPINLEIFENGFUHEZHIMINGGUOJIPINPAIXINGXIANGDEYOUSHI,ZHONGDIANFAZHANKUAJINGDIANSHANGQUDAO,LINGZHEILIANGGEPINPAIZHONGFANKUAJINGDIANSHANGPINPAIDIYITIDUI。”TANGCHENBEIJIANZAINIANBAOZHONGZHEIYANGXIEDAO。

DANGRANZHEIHAIYUANYUANBUGOU。YIWEIBAOJIANPINXINGYEZISHENRENSHIRENWEI,YAOZHENZHENGKUODAZIRANZHIBAODEZHONGGUOSHICHANGFENE,TANGCHENBEIJIANHAIXUYAOGENGSHENRUDIZHENGHEZISHENDEPIWENYOUSHI、XIANXIAQUDAOYOUSHI。

“TANGCHENBEIJIANSHOUSHANGYOUHENDUO‘LANMAOZI’(YIBANGZHU:ZHIBAOJIANSHIPINPIWEN)CHUBEI,WANQUANKEYIZHUANYIDAOZIRANZHIBAOQIXIA,TONGGUOCHANPINXIANCHAYIHUA。YINWEITONGYANGDEPUTAOZI、WEISHENGSU,ZIRANZHIBAOYOUGUOJIPINPAIBEISHU,GENGYOUXIANGXIANGKONGJIAN。”GAIRENSHIPINGJIADAO。

TANGCHENBEIJIANZAINIANBAOZHONGYEYOUTIDAOZHEIYANGDEGUIHUA:“ZIRANZHIBAOPINPAIYEJIANGJIELITANGCHENBEIJIANQUDAO、PIWENYOUSHI,ZHENGHEZIYUANKUAISUZHANLINGYAODIAN、SHANGCHAOSHICHANGFENE,CHENGWEIGONGSIXINDELIRUNZENGZHANGDIAN。”

LINGWAI,JIEZHUHAIWAIPINPAIKUOZHANGXIFENPINLEI,YECHENGWEIZHONGDUOZHONGGUOBAOJIANPINPAIMENDEJIHUAZHIYI。ZAI2016NIANKEJIANDEJIZONGSHOUGOUANZHONG,YUNDONGYINGYANGZHEIGEXIFENPINLEIMINGXIANCHENGWEILEZIBENCHONGER。WULUNSHINBTYQIXIADEMEIRUIKESI、XIWANGSHIPINJIN50YIYUANSHOUGOUDEJIANADABAOJIANPINKerr、JINDAWEIBUJIUQIANRUGUDELabrada,YIJISHANGYAOSHOUGOUDEVitaco,DOUSHIYUNDONGYINGYANGLINGYUDEJINGZHENGZHE。

YANJIUBAOGAOXIANSHI,2015NIANYUNDONGYINGYANGCHANPINJITIZHONGGUANLISHIPINSHICHANGGUIMOYUE240YIMEIYUAN,ZHI2020NIANYUNDONGYINGYANGCHANPINYUJINIANHUAZENGZHANGLVJIANGDADAO8%,SHICHANGGUIMOJIANGDADAO155YIMEIYUAN。QUANSHIJIEFANWEINEI,BEIMEIYUNDONGYINGYANGCHANPINHETIZHONGGUANLISHICHANGGUIMOZUIDA,ZHANQUANQIUSHICHANGGUIMODE46%。ZHONGGUOSHICHANGMUQIANXIANGDUIJIAOXIAO,DANJIJUQIANLI。

“ZHONGGUOYUNDONGYINGYANGYUTIZHONGGUANLIJIANKANGSHIPINSHICHANGSUIRANJUBEIJIAODADECHENGZHANGKONGJIAN,DANYUNDONGYINGYANGYUTIZHONGGUANLIJIANKANGSHIPINXINGYEHAICHUYUQIBUJIEDUAN,TONGGUOZIBENJIERU,NENGGOUJINKUAISUODUANYUNDONGYINGYANGYUTIZHONGGUANLIJIANKANGSHIPINXINGYEZAIYANFASHILI、JISHUSHUIPING、PINPAICHUANGYI、YINGXIAONENGLIDENGFANGMIANYUFADAGUOJIAXIANXINGQIYEDECHAJU。”JINDAWEIZAIRUGULabradaSHIZHEIYANGFENXIDAO。

WENZHANGLAIZI: KOUBEIYINGXIAOTINGYUNWANG http://koubei.tingclouds.com

 
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