投资保健品行业看透背后的本质!（Investment in health care products the essence of seeing through!）.doc

投资保健品行业看透背后的本质!（Investment in health care products the essence of seeing through!） Come in, many bosses, especially coal bosses friends ready to enter health care products business, of course, nothing more than health care products are sunrise industry, profit margins, plus health care products currently entered the threshold is relatively low. As a result, the various heroes have joined the originally relatively chaotic market to gold. The mountain is the mountain, the beam is not the beam, today, the market environment has undergone tremendous changes. 1: agency costs are not major costs Marketing expert Mr. Kong Changchun analysis said: health care products profit is not false, but higher risk management, and agent cost is no longer the main cost, agent after sales promotion cost is higher. In the health care products, the cost of manufacturing and other products are not high, many manufacturers are to seventy percent off or even lower prices to agents supply. Decrease agency costs, while reducing the healthcare agency threshold, but also has become the source of health care products market chaos and vicious competition, the benign development of the results to reduce agency threshold than the entire industry, but in need of transferring operational risk. Many manufacturers are committed to a very low price for delivery agents, and then to say, our profit margin is very large, even some companies say, my product is sold in a day, a year down to. As a matter of fact, the decrease of agency cost is based on the shift of business risk, and the effect of low cost health care products can not be guaranteed. Two: the cost of channel media has increased substantially In the management of health care products, the cost of channels and media accounts for a large part. Lower agency threshold, competition has become increasingly fierce, nausea, competition emerge in endlessly. Chain pharmacies, supermarkets and other commercial enterprises, but also by means of channel adva