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主流换挡 健康元保健品“失色”

2017-09-07 18:21:52   中国经济网

“需要活化健康元品牌并形成大健康IP”

对于保健品下半年的发展,健康元在半年报中提出,将加大电商、社交电商等新渠道开放及推进力度,加快探索新模式。同时,深化同现有药线渠道的战略合作,锁定现有渠道垂直健康人群,共同提升用户健康服务体验,增强客户黏性、提升品牌渗透率和忠诚度,以提升业绩。

不过,从目前财报的经营数据来看,新产品并未给保健品板块带来业绩上的飞跃。有分析人士指出,太太口服液刚推出的时候销量较好,后来健康元并没有延续品牌细分领域的优势,整个销量出现下滑,将销售渠道转到微商,若产品不加区分,也可能面临与传统线下药店渠道相互竞争的窘境。

孙巍认同健康元电商策略调整,但更希望企业能站在新零售和新媒体的高度,在加强电商的同时,优化地面渠道结构,形成以消费者和粉丝为中心的线上线下打通的生态平台。今天电商和社交平台成为年轻人主流购物场景,健康元需要从传统渠道模式升级新品牌营销模式,活化健康元品牌并形成大健康IP。

中国电子商务协会高级专家庄帅接受长江商报记者采访时说,“国外的保健品更强调的是针对不同的人群做出细分更多的产品,而中国的保健品重视功能诉求多一些。在电商平台的应用上,国外的保健品企业也更加先进和成熟。”

庄帅认为,未来健康元保健品一方面需要对人群进行细分,进行产品上的创新。其次,需要从用户的需求角度在运营创新模式上去做新的投入。最后是建议企业能够在自己的自营渠道和线上代理模式以及内容电商和社交电商上,做出更多努力。

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