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

NHNE 中国国际健康营养博览会 出品China International Natural Health & Nutrition Expo (NHNE)2024健康营养行业品牌渠道发展洞察Insights into Brand & Channel Developmentof Nutrition Industry 2024历时 120天120days1200+健康营养品牌方问卷调研More than 1200 health & nutrition brand questionnaires10000+活跃专业观众数据调研Data research of more than 10000 active professional visitors32次深度访谈32 in-depth interviews61次企业走访61 business visits从展会视角看行业Viewing the industry from the perspective of exhibitionsB2B专业展会 品牌商 & 渠道商&健康营养行业不同终端消费者联袂打造关于行业概况 品类情况 消费者洞察 原料创新趋势 行业内参Industry overview, Category situation, Consumer Insight, and Trends in raw material innovation are derived from consumers & brand & channel merchants based on B2B exhibits. NHNE 观点：NHNE Views渠道融合与多元化发展Channel integration and diversification人物IP成为内容营销的重心Personality IPs in content marketing专业性与功能性产品Specialty and functional products私域流量与品牌建设并重Private domain traffic and brand building供应链管理与成本控制挑战Supply chain management & cost control做好人群定位Accurate market positioning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通过与专业营养师链接打造个人IP和意见领袖，隐形冠军藏在直播间里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私域迭代更新快，打造短线爆品更应注重长久运营加强供应链管理，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Businesses seek synergy across public domains, transcending single-channel sales modelsLink with professional nutritionists to create personality IPs and opinion leaders; invisible champions hide in the livestreaming roomProducts with specialized and functional attributes are favored, with clinically tested products showing enduring vitalityAgile private domain strategies alongside long-term brand cultivation amid rapid iterationsStrengthening supply chain management and optimizing cost structures are crucial for improving overall operational efficiencyAs consumer markets polarize, high-end consumers continue upscale spending, while the lower-end opts for more affordable products行业概况Industry overview行业格局趋于稳定，七成企业业绩保持在增减20%The industry landscape is stabilizing, with 70% of businesses maintaining a performance growth/decline within 20%4%7%20%18%33%10%7%1.3%-7.3%-0.4%2.5%9.1%-1.0%-4.2%-50%以上-20%~49%-1%~19%与上年持平1%~19%20%~50%50%以上2022年2023年同比2023年销售额增长率SALES GROWTH RATES IN 2023品牌企业寻求突破的第二增长曲线The second growth curve for branded companies that are looking for a breakthrough推出新品牌或新品拓展新的销售渠道渠道下沉提高产品销售价格尝试新的营销方式36%35%18%6%4%NEWBRANDNEW CHANNELSCHANNEL SINKINGRAISEPRICESNEW MARKETING品牌选择哪种方式作为生意突破口？How do brands choose their breakthrough strategy?代理商的“乐与怒”Agents’ joy and frustration开发自有品牌提升利润空间拼专业服务链接更多渠道私域新零售常态化配置1.53%2.53%3.16%5.06%7.33%9.16%11.49%16.32%20.13%23.29%没有计划进入会员制商超开设直营零售店代理非健康类产品和服务（如服装、电子产品、文化…开拓康复养老领域代理营养保健品以外的健康产品（如药品、医疗器械…入驻电商平台发展社交电商新零售提升营销服务开发自己的品牌代理商开设及加强的业务Business segments opened and strengthened by agentsDeveloping proprietary brands to enhance profit marginsSpecialized services connect more channelsPrivate domain retail is becoming a standard setup绝对强势渠道会消失，市场份额趋于平均Dominant channels will fade, leading to a more balanced market share-6.1%-6.0%-5.7%-3.7%-3.9%-1.0%-1.9%1.3%0.4%0.2%1.2%1.8%-0.1%0.9%0.9%0.9%0%2%4%6