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-43正式版-WN8.doc

2024健康营养行业

品牌渠道发展洞察

InsightsintoBrandChannelDevelopment

ofNutritionIndustry2024

NHNE中国国际健康营养博览会出品

ChinaInternationalNaturalHealthNutritionExpo(NHNE)

1200+健康营养品牌方问卷调研

Morethan1200healthnutritionbrandquestionnaires

10000+活跃专业观众数据调研

Dataresearchofmorethan10000activeprofessionalvisitors

32次深度访谈

32in-depthinterviews

关于行业概势行业内参

Industryoverview,CateTrendsinrawmaterial

innovationarederivedfromconsumersbrandchannelmerchantsbasedonB2Bexhibits.

从展会视角看行业

61次企业走访

历时120天

Viewingtheindustryfromtheperspectiveofexhibitions61businessvisits120days

NHNE观点：

NHNEViews

渠道融合与多元化发展

Channelintegrationand

diversification

专业性与功能性产品

Specialtyandfunctional

products

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

Businessesseeksynergyacrosspublic

domains,transcendingsingle-channel

salesmodels

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

Productswithspecializedandfunctional

attributesarefavored,withclinically

testedproductsshowingenduringvitality

私域流量与品牌建设并重

Privatedomaintrafficand

brandbuilding

Supplychainmanagement

costcontrol

做好人群定位

Accuratemarketpositioning

私域迭代更新快，打造短线爆品更应注重

长久运营

Agileprivatedomainstrategiesalongside

long-termbrandcultivationamidrapid

iterations

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

Strengtheningsupplychainmanagement

andoptimizingcoststructuresarecrucial

forimprovingoveralloperational

efficiency

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

Asconsumermarketspolarize,high-end

consumerscontinueupscalespending,

whilethelower-endoptsformore

affordableproducts

行业概况

Industryoverview

行业格局趋于稳定，七成企业业绩保持在增减20%

Theindustrylandscapeisstabilizing,with70%ofbusinessesmaintainingaperformancegrowth/declinewithin20%

1.3%

33%

-1.0%

-4.2%

20%18%

4%

-7.3%

7%

10%

7%

-50%以上-20%~49%-1%~19%与上年持平1%~19%20%~50%50%以上

品牌企业寻求突破的第二增长曲线

Thesecondgrowthcurveforbrandedcompaniesthatarelookingforabreakthrough

Hogy?

NEW

BRAND

NEW

CHANN

ISE

CES

NEW

MARKETING

推出新品牌或新品拓展新的销销售价格尝试新的营销方式

36%35%1