参考资料-成年人保健品市场开发研究.ppt

HealthCareProducts Over the CounterDrugsMARKETPOTENTIALSTUDYDeskResearch QualitativeResearch REPORT Client PharmagenesisInc Supplier UnitedResearchChinaMay2001 P 2 Content ResearchbackgroundResearchobjectiveResearchmethodologyManagementsummaryDetailedfindingsofthequalitativeresearchDetailedfindingsofthedeskresearchAppendix P 3 ResearchBackground PharmagenesisInc privatelyheldandheadquarteredinCaliforniaandBeijingisbridgingthetraditionalmedicalpracticesofAsiawithadvancesinmodernpharmaceuticals InAsiaandintheUnitedStates thecompanyisallalongengagedintheR Dofbotanicalproducts andpopularizesitsproductsinglobalmarket ItisapplyingWesterntechnologytodiscovermodernpharmaceuticalsfrommorethan4 000yearsofexperienceintraditionalChinesemedicine TCM Currently themedicinesandhealthsupplementsabstractedfromTCMwithhigh techequipmenthasalreadymanufacturedandbeenpreparedtoenterChinesemarketandglobalmarket Sincenumeroushealthsupplements calledhealthcareproductcategorieslocally havebeenlaunchedinChina Clientneedstounderstandtheoverallcircumstanceofthecurrentmarket includingOTCmarketandhealthsupplements healthcareproducts UnitedResearchChinaiscommissionedtohandletheresearchproject ThisreportcontainsthekeyfindingsofHealthCareProduct OTCDrugMarketPotentialStudywithourconclusionsandrecommendations P 4 ResearchObjective 1 Basedontheclient sneed thekeyresearchobjectivesaretoevaluatethemarketpotentialofhealthcareproductsandtoidentifythecategorymostviablefortheclientsdevelopmentinChina Thedetailedobjectivesareasfollows Theestimationofthemarketsize OTC HCP inChinaandthatinSoutheastAsiaThemovementofthetwomarketsinthepast3yearsaswellasthefuturedevelopmenttrend Thedefinitionofhealthsupplements healthcareproductperceivedbytheChineseconsumersandtheirusagehabitsandattitudestowardshealthsupplements healthcareproducts Themarketpotentialandopportunity gapsavailablefornewproductswithourrecommendationforClient sinvestmentinthefuture P 5 ResearchObjective 2 InordertoassessthemarketopportunityinChina PharmagenesisIncaimstogainathoroughunderstandingofthecurrentmarketofhealthcareproductsandtherelevantConsumerAttitudes Concepts UsageandPreferencesinChina Thedetailedobjectivesareasfollows TounderstandthecurrentmarketofhealthcareproductsandOTCproducts e g theestimationofmarketsize consumption performanceofkeyproductcategories Tofindoutthetrendofhealthcareproductmarketinrecentyears Toexploreconsumers classification segmentationofhealthcareproductsandtheirattitudes acceptance usagepatternsandpreferenceforeachofthecategory Togainageneralunderstandingoftargetconsumers purchasebehaviors inparticularfactorsconsideredwhenchoosingaspecificbrand category TofindoutthemarketpotentialofhealthcareproductsandthesubdivisionsinChina Toexploreconsumers comprehension credibility preferenceandpurchaseinterestsoftheinitialproductconceptsforClient sHC identifyingthemostviablealternatives P 6 ResearchMethodology 1 InordertobothevaluateextensivelytheoverallinformationofthecurrentHCPandOTCanddiagnoseintensivelythemotivationofspecificproductcategoryusage weconductedthisstudywiththedeskresearchandfocusgroupdiscussions whichisproposedtohaveafollow upquantitativeresearch SurveyLocationShanghai Beijing Guangzhou SpecifiedMethodFocusGroupDiscussionsanddeskresearchTargetRespondentsHavetakenhealthcareproductsinthepastthreemonthsMaleandfemalebetween25 39 youngergroup 40 60 oldergroup highschoolorabove Mid levelofhouseholdincome Non agriculturalpopulation P 7 GroupCompositionConsideringthattherespondentattendingFGDarerequiredactive creativeandcomprehensive whichwillhavemorechancesforustoobservethetypicalrespondents Therefore werecruitedconsumerswhohavetakenhealthcareproductsinthepastsixmonth screeningforthemostvocalandactiveones Thegroupcompositionforeachcityisasfollows ResearchMethodology 6 P 8 ManagementSummary P 9 Sincetheearly1990 s healthcareproductinChinamarkethasgonethroughatortuoustempering From1994to1995 thegrowthofhealthcareproductsenjoyeditsgreatprosperityperiod Anditreachedastalemateduring1996and1997 Themarketthenturnedtoastandstillandevendecline Intherecentyears however therehavebeennewrapidexpansionsoftheHCPmanufacturingandsaleswhichindicatethatthemarketisgoingtoresuscitate ChinaHCPmarketiswithanup and downhistory P 10 ChinaHCPmarketisrapidlydeveloping AccordingtothedeclarationbytheexpertfromChinaHealthCareScienceTechnologySociety CHCS HCPproductionhasbeenincreasingrapidlyinChinawithanannualgrowthrateof15 30 Thestatisticsshowthathealthcareproductusagepenetrationisabout69 whohaveeverusedtheproductcategoriesintheurbanregions Encouragingly thesalesvolumehadreachedanalltimehigh RMB50billionyuanbeingrecordedbytheendof2000 ItisforecastedthatsalesofChina shealthcareproductswillgoupto100billionin2010 P 11 ConsumersdisplaypositiveattitudestoHCP HealthcareproductsarewidelyusedbytheChineseconsumerswhomainlyexpectthattheseproductswillmaintainand orenhancetheirappearance energyandinternalcirculation P 12 HCPisperceivedtobeusedonaregularbasis Chineseconsumersbelievethathealthcareproductsshouldbeusedonaneverydaybasistopreventhealthproblems ManyofourrespondentsclaimtohavetakentheirhealthcareproductsforyearswhilesomeoftheirHCPusagehaslastforover10years astheseconsumersholdtheviewthat ifonewantstolethisHCPshowitsefficacy hemustbepatientandkeepusingit Takinghealthcareproductsaftermealshasbecomeasubconscioushabitforthem Onceabrandhasconvinceditstargetconsumersofitspotentialefficacy itwillgainitslong termusers P 13 HCPhastobeeffectiveand mild Chineseconsumerslookforeffectivehealthcareproducts ontheotherhand theyarealsoalertedwhethertheproductis sodramaticthatitcausessideeffects ThecommunicationofHCP sbenefitsshouldguaranteeitsfunctionsandefficacy aswellassafetyandmildness e g withoutoveraction hormone internalheat etc BecauseoftheChineseYin YangConcept beingtonicandmoist mild istheirperceivedidealhealthcareproduct P 14 HCPforappearance kidney micro circulation immunity energywithgreatpotential Fromtheconsumers pointofviews healthcareproductspositionedatappearanceenhancementforthefemale kidneystrengtheningforthemale themicro circulation cardiovascularsystemmaintenancefortheelderly andimmunityandenergyforthemajorityaremostwanted astheseproductcategoriesareviewedasrelevantbenefitscrediblefunctionperformancescomparativelysatisfactoryeffective P 15 ByJune2000 approximately2 000healthcareproductmanufacturersorenterpriseshavebeenestablishedinmainlandChinaand2 453products brandshavebeenapprovedbytheMinistryofHealth Actually functionsofallproductsaresosimilarthataregroupedin24categoriesbytheindustryandtheministry Themostpopularisimmunityregularizationaswellasanti aging ThereisanotherremarkablepointinChinamarket Althoughthereare2 453brandsorgenericproductshavebeenapproved about700ofthemaresoldactivelyinthemarket Thosewhomanagetogainacountablemarketsharearejustlessthan100 HCPclassificationbythemedicalindustry P 16 LeadingbrandsinChinaHCPmarket Ofthe21topHCPmanufacturessurveyed thoseclaimingtheirbrandsfor beauty skincare capturethebiggestmarketsharewhilethosefor improvingnutritionalanemia keepinstepwithit Andbrandsof improvingenterogastricfunction standatthethirdofthetopthree P 17 ConceptQi Huangisconvincingandappealing ThetestedQi huangconceptsdisplayagreatappealtothelocalconsumers inthreecities Huang qiasan well knownherbal iswidelyappreciatedbythemajority inparticularthemid agedandtheelderly Itsanti fatiguebenefitisfelttoberelevanttomostadults thoughsomefurtheraskfor multiplefunctions Theblood fatremovalisappealingtotheolderconsumers withsomeviewingitasanirrelevantbenefitexceptthosewithblood fat over weightorheartproblems Tomany Americantechnologyistakenasanaddedvalue P 18 HerbalsorTCMdevelopedbyChineseexpertsisperceivedtobethebestasChinaisoneofthekeyoriginsofherbaltreatment andtheTCMpractitionersherearemostexperiencedintermsoftestinghowherbalingredientsshouldbematchedorformulatedsoastoachievethebestefficacy Thatis forthemajority theresearchofherbalHCPshouldbeconductedinChina ThissentimentisstronginBeijing moderateinGuangzhouandsomewhatweakinShanghai Ontheotherhand mostlocalconsumersadmitthattheprocesstechnologyandindustryinAmericaisthemostoutstandingintheworld TheconceptofherbalhealthcareproductsdevelopedinChinaandprocessedwithAmericantechnologyisappealingtothemajorityoftheChinese AppealingUSP TCMherbalswithAmericanhigh tech P 19 DetailedFindingsofthedeskresearch P 20 HCPMarketdata P 21 Markettrendofhealthcareproducts Since1990 thehealthcareproductinChinamarkethasgonethroughatortuoustempering Theyearsof1994and1995sawitsgreatprosperity Andthenitreachedastalematefrom1996to1997 Themarketturnedtobogdownandevendecline However therapidexpansionsofhealthcareproductsinrecentyearsindicatethattheHCPmarketinChinaisgoingtoresuscitate P 22 Growthrateofhealthcareproducts Beingindicatedinvariouspublishedmaterials thesalesvolumeofhealthcareproductsinsomedevelopedcountrieshasincreasedatanannualrateof12 inthepast20years Theannualsalesvolumeallovertheworldhasreached200billion Itappearsthatthemarketisgoingtobebriskerandbrisker especiallyinChina AccordingtothedataprovidedbyChinaHealthCareScienceTechnologySociety CHCS theHCPproductionhasbeenincreasingrapidlyinChina withanannualgrowthrateof15 30 P 23 Usagepenetrationofhealthcareproducts Statisticsshowthattheusageofhealthcareproductisabout69 of5hundredmillionresidentsinbothurbanandruralregions Itisexpectedthatthesalesvolumeofthelocalhealthcareproductswillbeincreasedto100billionin2010 P 24 2 000HCPmanufacturerswith2 453brands ByJune2000 approximately2 000healthcareproductenterpriseshavebeenestablishedinChina and2 453productshavebeenapprovedbyMinistryofHealth Fromthemedicalpointofview functionsofalltheseproductsaresosimilarthattheycanbegroupedinto24categories Themostpopularisimmunityandregularizationaswellasanti aging Ofalltheapprovedproductsthatarewellover2 000 only30 havemanagedtomakethemselvesintothemarket P 25 HCPcategorieswithlargemarketshares Forexample thetopthreebrandsintermsofsalesintheyear2000 RHKHaematicTonic HealthandBeautyInnerpureCapsulesandHuiRenShenBao happentoemphasisonofferingthesefunctions Furthermore productsforsupplyinghigh calciumsupplementsandthoseforweightcontrolling dietingalsoplayanimportantroleintheHCPsales Itseemsthatconsumersaremostinterestedintheproductswiththefollowingpositions maintaininghealthandappearance or loosingweight forfemales supplementingthekidneyandinvigoratingyang formalesand improvingintelligenceandenhancingmemory forstudents Mostofthebrandsclaimingtobewiththeaboveconsumerbenefitsenjoyasatisfactorysaleperformanceinthemarket P 26 EnhancingappearanceisthemostwantedHCP Ofthe25topbrandssurveyed productswiththeclaimsof improvingappearanceandskincare occupythebiggestmarketshares Andproductsfor improvingnutritionalanemiaandmicrocirculation keepinstep beingthesecondbest Thedetailspleasefindtheattachedlist P 27 NumerousHCPenterprises fewsuccessfulplayers ThereisremarkablepointthatisworthnoticingintheChinaHCPmarket Althoughthereare2 453brandsapproved onlysome700ofthemarebeingsoldinmarket Thosewhomanagetogainacountablemarketsharearejustlessthan100 P 28 HCPenterprisesandtheirinvestments Atpresent amongallthehealthcareproductmanufactoriesbasedinChina 1 4 arelarge sizeenterpriseswithinvestmentofaboveRMB100millionyuan 38 aremedium sizeoneswith50 100millionyuaninvestment and41 39 aresmall sizewithlessthanRMB1millionyuanfortheirinvestment Atthesametime theworkshopswithinvestmentoflessthan10thousand yuanalsoconstitute12 5 Therefore wecanmakeaconclusionthatmediumandsmall sizeenterpriseswon thavegreatinfluenceinthehealthcareproductindustry thoughthenumberofmediumandsmallmanufacturesarealmostuncountableinChina Onlylessthan15 ofthemarekeyplayersinthemarket P 29 P 30 Statisticsshowthatbranddominationisgraduallybeingestablishedinhealthcareproducts and20 ofthecategorieshavecarvedup50 ofthemarketshares ItseemsthatbrandingplaysanimportantroleinChina shealthcareproductmarket eventhoughitisonlyattheveryprimarystage Althoughthesalesvolumeofthetopthreeproducts RHKHaematicTonic HealthandBeautyInnerpureCapsulesandHuiRenShenBao in2000yearare148million 121millionand110million itissonegligiblewhilecomparingtothewholemarketsizeof50billion EventhetopbrandRHKHaematicTonichasonlycaptured3 ofHCPmarketshare Thereisnonationalleadingbrandyetinthehealthcareproduct Thetopthreebrands salesbyvalueintheChinaHCPmarketin2000 P 31 EstimationHCPmarketsizeandtrendAnnualsaleshavingreachedRMB50billionInrecentyears thedevelopmentofhealthcareproductsinChinahasexperiencedfromaspeedyinflatingperiod abogging downone thentothecurrentsteadydevelopingone Intheearly1990 s withtheimprovementofthecitizens livingstandard agreatnumberofhealthcareproductmanufacturersdevotetheirmajoreffortsondevelopingandpromotingtheirproductssothatthegrossvaluehadevergoneupto40billionbytheendof1994 DuetotheoverfloodedHCPsupplyandlowqualityandfakeproducts thesalesdroppeddownrathersignificantly In1996 thegrossvalueofChina shealthcareproductdeclinedto20billionandcontinuouslydroppeddowntothebottomin1997witha10billionsalesintheyear Thankstotheimprovementoftheoveralleconomicenvironmentandthereformsofcompanies operatingmechanism thehealthcareproductmarketinChinabegantoresuscitateandachievedsignificantrebound Theproductqualityhasbeengreatlyenhanced Asaresult thesalesvolumehasreached50billion yuanbytheendof2000 ItisforecastedthatsalesofChina shealthcareproductshouldgoupto100billionin2010 P 32 RMBBillion P 33 EstimationHCPmarketsizeandtrendBeingincreasedattherateof15 Inlastthreeyears salesvolumeofthedomestichealthcareproductshasbeenrapidlyincreasedattherateof15 to30 Withtherisingstandardofliving peoplepaymoreattentiontoimprovingthequalityoftheirlife Theyarewillingtopayformedicalandhealthcareproductstopromotetheirphysicalandmentalhealth MaterialsfromNationalStatisticalBureauindicatedthattheaveragehouseholdexpenditureonChinesetraditionalmedicineandhealthcareproductisintheincrement Thetotalconsumptionrosefrom4 99 in1998to6 85 in1999 In1998 theannualaverageexpenditureonmedicaltreatmentandhealthcarewasrecorded257 15yuanperperson AndonlyinJanuary2000 themensalexpenditurereached25 6yuanperperson Itshowsthatmarketsizeofhealthcareproductsisexpectedtorisesteadily Inthefirstquarterof2000 theconsumptiononthisproductcategorywas33 3 morethanthesameperiodrecordedinthepreviousyear TheincreaseoftheHCPsalesinChinabeing15 30 ismuchhigherthanthatinthedevelopedcountries i e 12 17outofthe24surveyedcategoriesenjoyedbettersalesin1999 2000 makingup70 8 ofthetotalsamples 33 3 ofthesesamplesareevenintheincreasingrateof30 P 34 EstimationHCPmarketsizeandtrendGlobalmarketcircumstance importedbrandsinChinaStatisticsshowthatsalesofhealthcareproductsindevelopedcountrieshavebeenincreasedattherateof12 inthepast20years Thesalesvolumeofhealthcarefoodshasreached200billiondollarsallaroundtheworld makingup5 ofthetotalfoodstuffmarket Salesofforeignhealthcareproductshavebeenincreasingyearafteryear Atpresent thereareover500HCPbrandsofOccidentcompaniesbeingactivelyinChinamarket Onlyin1997 thesalesvolumeofAmericanAlaskaFishOilandAmericanGinsenginShanghai Hangzhou Shenzhen GuangzhouandHaikoutopped20milliondollars TheinformationfromNPD afamousmarketingresearchcompanyinU S A showsthattheincrementrateofthesalesofforeignhealthcareproductinChinamarketisover10 inthepast5years P 35 ThemainHCPcategories RMBbillionyuan P 36 25brandssalevaluelistin1998 2000 1 P 37 25brandssalevaluelistin1998 2000 1 P 38 ThemainHCPcategories billionDU P 39 OTCMarketdata P 40 Worldpharmamarketscan 1 Theglobalpharmaceuticalmarketwithafutureexpansionof7 8 annualcompoundgrowthisforecastedforthenext5years andthemarketvalueswillachieve 406billionin2002 reportsIMSHealth Inthefuture5years NorthAmerica MiddleEast WestAustraliaandSoutheastAsiaincludingChinaareexpectedtobetheareaswiththerapidestgrowth ButJapanandWestEuropeareexpectedtoexpandslowerthantheglobalaveragegrowthrate NorthAmericaisstillbyfarthelargestpharmaceuticalmarket shared39 oftheworldplannedsalevaluesin1998 achievedUS 118billion Thesalevaluesareforecastedtokeepapositivegrowthbetween1998and2002 andtheNorthAmericapharmaceuticalmarketisexpectedtoreach 169billionin2002 P 41 WithintheleadingEuropemarket theriseinGermany FranceandItalyisforecastedtobelowerthanthe5 8 areaaveragerate TheSoutheastAsiamarketgrowthisexpectedtoresumeinthenext2 3years IncludingChina thetotalSoutheastAsiamarketisestimatedtoexpandwith11 CAGR andwillarriveto 20 11billionin2002 P 42 Worldpharmamarketscan 2 Theareapharmaceuticalmarketgrowthandsalevaluesforecastin2002 P 43 Theglobalpharmasalesinmaincountriesfrom1998to2000 P 44 Top10TherapeuticClassesin1998 P 45 GlobalOTCmarketsizeestimation In1998 worldwidesalesofOTCmedicinesrosebyjust4 toUS 46billion andin1999totalsalesofOTCmedicinesrosebyapproximately4 7 toUS 49 2billion beingcalculatedbyfactoryprice Since1996 globalOTCmarketkeepsastablerising theaveragegrowthratewas5 4 inthepastthreeyears andgainingthegreatestgrowthin1996 ThesalesofOTCmedicinesroseby15 7 AGRbetween1998and2003 Forecastedbyrelateddepartment by2006 theworldwidesalesofOTCmedicineswillachieveUS 71billion andby2008itwillachieveUS 72 5 itevencanreachUS 100billionsalesbyoptimisticestimated P 46 GlobalOTCmarketsizeestimation US billion P 47 LeadingOTCcategoryinsales Cough coldandrespiratoryproducts painreliefproducts Vitamins mineralsandnutritionalsupplementsanddigestivetherapeuticproductsstillrepresentedtheleading4OTCcategoriesinglobalmarket P 48 LeadingOTCcategoryinsales ThetraditionalcoughandcoldproductsandpainreliefproductsstillenjoythelargestOTCmarketshares accountedfor21 3 and19 0 Butin1998 Vitamins mineralsandnutritionalsupplementsrosegreatlyby16 6 andcoughandcoldproductsandpainreliefproductsgrewonlyby2 and4 P 49 LeadingOTCcategoryinsales Cough coldandrespiratoryproductsrepresentedthelargestOTCcategory withsalesof 6 5billion Salesofpainreliefproductswere 5billion whilesalesofVitamins mineralsandnutritionalsupplementsreached 4 7billion P 50 LeadingOTCcategoriesinsalesin1998 P 51 LeadingOTCcategoriesinsalesin1998 US million P 52 LeadingOTCcategoriesinsalesin1998 US million P 53 Salesgrowthin1999 In1999 baldnes