Policy and market resonance make great health

The National Development and Reform Commission recently released the “Catalogue of Major Issues for the Preliminary Study of the “Thirteenth Five-Year Plan””, of which there are two major issues directly related to major health issues, including “Study on Health Protection Development Issues of the “Thirteenth Five-Year Plan” and “Thirteenth Five-Year Plan”. Research on Strategic Emerging Industries Development etc. With the improvement of living standards and changes in lifestyles, people’s total demand for health products has increased dramatically. At the moment, almost all medical circle gatherings will talk about great health. The big health industry has also gradually transformed from concept to real data in the report of listed companies.

Fuci Pharmaceuticals General Manager and Executive Director Sun Yu said frankly in the 2013 performance briefing session that the new listed herbal beverage “Xiao Xiaoxiang” and the Ejiao business are growing rapidly. It is expected that in 2014 it will account for more than 10% of the company’s sales revenue. According to the 2012 annual report of Ling Medicine, the two herbal functional beverages developed by the company—“Immen” beverage with improved sleep efficacy and “Zili Meng” beverage with adjustable blood sugar function were officially launched in June 2013. Sales, currently in the sales network laying stage. Prior to this, Kang Mei Pharmaceutical, which has received much attention, has also officially started its direct sales business. It has mainly promoted American ginseng capsules. It can be said that the prosperity of the great health industry has become one of the mainstream trends in the development and transformation of the pharmaceutical industry.

Can expand the field is still wide

According to statistics, at the end of 2013, there were nearly 200 million elderly people in China, 243 million people in 2020, and 300 million people in 2025, which provided strong support for healthy consumption. The rapid economic development of our country has accumulated huge private wealth, and people have the ability to enjoy higher quality health services. The interaction between the market's enormous demand for medical and health services and the ability of the people to meet their needs has greatly contributed to the development of the medical and health services industry.

Insiders pointed out that the development of the domestic health industry needs a long-term process. The formation of industrial foundations, market development and training all take time. Compared with developed countries, the large health industry accounts for 17% of GDP in the United States, while China only accounts for 5%.

At present, the categories of domestic health foods can be divided into health foods and nutrient supplements (vitamins, minerals, etc.) that have specific health care functions. Apart from the medicine and food homologous products that were announced in the early years, there are many plant extracts that have been supplemented by health supplements such as lycopene and anti-oxidant grape seed extracts (original broccoli extracts) that enhance immunity and have antioxidant effects. ) Soybean extract (soy isoflavones) with increased bone density, Bilberry extract with improved vision, and more. The “Administrative Measures for the Inspection of the Safety of New Food Materials” implemented since October 1st last year has also provided enterprises with the opportunity to declare items without traditional eating habits as new food ingredients.

Of course, the health industry is not only health products. Li Zhonghua, vice president of China Technology Exchange, stressed that the concept of great health is at the macro level and that the national life sciences field is composed of different micro-enterprises.

Some marketers believe that the large-scale health industry can affect a large number of people. The product has a wide and deep range of radiation. Service-oriented content such as pension, health care, and rehabilitation has also become a profit point for the company. Therefore, a company that manages great health should expand its profit model to “product + service” and open up more development opportunities.

Chinese medicine great health concerns

“Chinese medicine health products have a great deal to accomplish.” Ye Zuguang, director of the Center for Drug Safety Evaluation of the Institute of Chinese Materia Medica, China Academy of Chinese Medical Sciences, pointed out that compared with the development of new drugs, the development cycle of health products is short, the funding is low, and the risks are small. In particular, the compatibility of traditional Chinese medicines and other raw materials is very good. .

The data shows that 70% of currently approved health foods contain Chinese herbal ingredients or are developed based on traditional Chinese medicine theory.

In fact, many Chinese medicine companies in China have begun to develop a large health market. The reporter had seen at the 71st Pharmaceutical Fair booth earlier this year that many specialty-installed companies have launched major health-related booths, especially for Chinese medicine companies.

Researchers analyzed that in the domestic market, Chinese medicine companies have considerable advantages in entering the large health industry. The first is the brand extension. After years of operation, there are a large number of domestic companies with strong cultural characteristics of Chinese medicine, and these companies' derivative health products are more likely to be accepted and recognized by consumers. Followed by R & D quality control advantages. Drug manufacturers' R&D and quality control are mostly superior to those of ordinary health care products companies. In addition, Chinese medicine companies generally involve the research and development of natural medicines and extend the beneficial components extracted from animals, plants and microorganisms to daily chemicals, health products and other markets. Less difficult. The inheritance of Chinese medicine culture in the country is also an advantageous weapon for Chinese medicine companies to develop great health. Many consumers have a soft spot for TCM health culture. Concepts such as "previously treated disease" and "homologous medicine" are generally accepted by the Chinese people. Therefore, health products produced by Chinese medicine companies are more likely to be favored by consumers.

However, Li Zhonghua reminded that even the development of health products must be supported by strict scientific evidence. The person in charge of health care products that has represented a number of foreign functional foods also stated that in order to ensure its safety and efficacy, functional foods in the United States must go through rigorous supervision and review procedures to complete registration and be put on the market.