ORTHOMOL目标市场现状
ORTHOMOL Target Market Current Situation
国产保健食品共有5473个品种，已经批准的进口保健品有488个品种，而已经受理等待批准的进口保健品有296种。（数据来源：《北京现代商报》）
世界市场保健品销售额截止去年为2000多亿美元，中国约为60 亿美元，占世界市场份额的3%。（数据来源：中国营销传播网， 2004-06-03 ）
近五年来，国外品牌在中国市场的销量以平均每年１２％以上的速度增长。（数据来源：JRJ.COM）
There are 5473 domestic health food products, 488 products have already received the imported health food permits, and 296 products are under the procedure of application. (Source:Beijing Business Today)
The sales of the world health food market was $200billion by last year. The sales of the Chinese market is about $6billion, accounting 3% of the global market. (Source: www.emkt.com.cn 03-06-2004)
In the recent five years, the sales growth of foreign brands in the Chinese market is above 12% per year. (Source: JRJ.com)
ORTHOMOL目标市场发展趋势
Trend of development in the Target Market
功能更趋单一、产品更加专业
保健品的需求量越来越大。
消费者的消费心理越来越成熟，高品质、知名品牌的保健品将受青睐。
按GDP和可支配收入的发展趋势，保健品在未来10年内会有持续增长，达到目前的2—3倍。 （数据来源：中国健康产品网）
Growing unitary in function, specialization in products
Growing demand of health food
More matured consume psychology . Popularity of high quality and world famous health food brands.
As per the trend of GDP and disposable income, the health food market will keep growing by 200%-300% in the next 10 years (Source: www.kangqiaonet.com)
ORTHOMOL的竞争范畴
Scope of Competition
ORTHOMOL的竞争对手将是同样来自欧美等国家的同类品牌。
中国本士品牌虽然不下数千个，但都属于中低端产品，并且由于产品质量及夸大宣传，造成消费者普遍对国内品牌缺乏信任。
国外品牌凭借产品质量及品牌的优势，在中国高端保健品市场上居独占地位。所以，ORTHOMOL未来面临的竞争必定是与国外同类品牌的竞争。
Orthomol’s competitors will be other health food brands from Europe and the U.S.A.
Even though there are more than thousands Chinese health food brands, all of them are low-quality. Consumers generally lose their confidence in Chinese brands due to the exaggerated advertisements and their quality.
With the advantages of product quality and brand, the foreign brands take up a certain portion in the Chinese health food market. The competitors for ORTHOMOL in the future must be other health food from foreign countries.
ORTHOMOL的主要竞争对手
The Major Competitors for ORTHOMOL
安利AMWAY
如新NUSKIN
ORTHOMOL竞争对手的状况
The Situation of ORTHOMOL’S Competitors
安利AMWAY
安利1992年进入中国内地，并于1995年正式开业，以直销的方式进行销售
1998年起采用“店铺销售加雇佣推销员”方式经营
目前，安利在全国开设了130多家店铺，共有13万名活跃营销人员。
2003年11月起，安利大部分畅销产品的销售都大幅增长，平均销售额比预期超出75%
安利中国公司的2003年报显示：2003年，其属下纽崔莱营养品的销量突破10亿美金
Amway entered the mainland China in 1992, and opened the first shop in 1995 through direct sales pattern (face-to-face)
Adopted the pattern of “shops sales+salesmen” from 1998.
At present, Amway has already opened more than 130 shops and had about 130,000 active salesmen all over China
Since November 2003, the sales of most popular products of Amway have grown dramatically, the average sales are 75% higher than expected.
According to the Annual Report 2003 Of Amway China, the sales of Nutrilite exceeded $1billion in 2003.
ORTHOMOL竞争对手的状况
The Situation of ORTHOMOL’S Competitors
如新NUSKIN
如新从1998年进入中国。
2001年，如新决定放弃直销模式，在中国设立两家工厂，并建立了22家专卖店进行“试验”，这就是今天的“专卖店+专职销售人员”模式。
2003年初，如新在全国一下子开出了108家专卖店，并通过专卖店在中国实现了3.3亿元的销售额，今年如新在中国的销售目标是7亿元。
如新集团2004年第一季度的财务报告显示，中国第一季度营业额增长达到了78%。
NUSKIN entered the Chinese market in 1998.
In 2001, NUSKIN gave up the direct sales pattern and set up two manufacturers in China, 22 exclusive agencies for experiment. NUSKIN adopts the pattern of “Exclusive agencies+ specific salesmen” today.
At the beginning of 2003, NUSKIN opened 108 exclusive agencies at the same time. The sales of exclusive agencies reached RMB330million. NUSKIN sales target is RMB700million this year.
According to NUSKIN’s financial report of the first 3 months in 2004, the turnover grew by 78% in China.
ORTHOMOL竞争对手的状况
Status of ORTHOMOL’S competitors
估计未来一段时期内，安利将在中国高端保健市场保持领先地位。
如新将加大推广力度挑战安利的市场领导者地位，杜邦、雅芳、宝洁、美国全球健康联盟等跨国公司亦是未来中国保健市场高端产品的有力竞争者。
It’s estimated that Amway will play the leading role in the high-priced health food market for a period of time in future.
NUSKIN will enhance its competition with Amway for the leading role in the market. Multi-National Corporations like DUPONT, P&G, AVON will become rather competitive in the Chinese health food market.
ORTHOMOL目标消费者界定
The Definition of ORTHOMOL’s Target Consumers
高收入人群
高级白领
High-income Group
White-collar
ORTHOMOL目标消费者描述
这是怎样一群人？
Descriptions of ORTHOMOL’S Target Consumers
What are their Characteristics?
他们——
有着良好的经济基础
受过良好的高等教育
个性化的思考和生活模式
思想不易受舆论左右
极强的保健意识
Consumers who
Have good income
Are well-educated
Individual pattern of thinking and life style
Less likely to fall under public opinion
Strong consciousness of health care
ORTHOMOL目标消费者消费心理与行为特征
Consume Psychology and Behavior Characteristics of ORTHOMOL’s Target Consumers
注重品牌和品质
对本士保健品持怀疑态度
据美国著名的NPD市场调查公司统计，在100个购买保健品的中国人中，大约
15人购买洋保健品。（数据来源：中国营销传播网）
特立独行，不喜欢跟风
较强的社会等级观念
理性sensible
Pay more attention to the brand name and quality
Suspicious attitude towards local health food
According to the market research of NPD U.S., 15 out of 100 Chinese health food
consumers prefer foreign brand (Source: www.emkt.com.cn)
Independent, self-determination
Strong conception of social class
消费者主要购买场所
Major Purchasing Location of Consumers
专卖店 Exclusive Agencies
高级百货商场 hypermarkets
医院 hospitals
连锁药店 chain pharmacies
酒店等经常光顾的高尚场所
Saloon bars
ORTHOMOL面临的机会
Opportunities for ORTHOMOL
具有几千年历史的中医强调“上工治未病”，在这种思想的薰陶下，中国人具有优良的保健传统。
中国快速成长的高端保健品市场。中国目前高收入人群已达到总人口的13%，约1.6亿人，这部分人已经具备了“奢侈消费”的能力。
Fine tradition of health care under the conception of “Preventive measure is the primacy” in Chinese medicine.
Fast developing high-priced health food market in China. High-income population accounts 13% of the total population, around 160million. Part of them have the capacity to buy luxury goods.
中国加入WTO及医药食品管理法规的日趋完善为ORTHOMOL进入中国市场创造了良好的环境。
中国的高端保健品消费者对国外品牌更有认同感。
目前中国的保健品牌无法对国外的高端保健品品牌形成威胁。
与营养成分单一的安利等竞争对手相比，ORTHOMOL混合多种营养成分， 按照最佳比例配置、提取时间最佳和技术最完美的独特优势。
China’s accession of WTO and the maturing regulation of medicine & food stuff provide a favorable environment for ORTHOMOL to launch on the Chinese Market.
Consumers of high-priced health food give more appreciation on foreign brands
At present, Chinese health food brands are far from threatening for the Foreign brands.
Compared with the singular nutritious ingredient of Amway’s products, ORTHOMOL has unique advantage of the best collocation to scale,best timing and ingredient percentage to extract from plants,best technology.
ORTHOMOL面临的挑战
Challengers for ORTHOMOL
中国政府对保健品、食品的功能诉求有严格的限制。
奥适宝在德国依靠药店销售，中国市场与欧洲市场有较大的差异， ORTHOMOL
有必要针对中国市场调整为多渠道的通路模式。
Chinese government has rigid restriction on introducing the function of health
food and food stuff.
The sales pattern of ORTHOMOL in Germany – Pharmacies
The differences of Chinese and European markets indicate that it is necessary
for ORTHOMOL to readjust the sales pattern into multi-channels in Chinese
market.
安利等品牌经过多年的经营已经具备了良好的品牌基础，奥适宝在刚进入中
国市场，在品牌知名度方面处于劣势。
国外品牌相继进入中国市场，高端保健品市场跨国品牌之间的竞争日趋激烈。
Some foreign brands like Amway have years of experience in Chinese market, so Chinese consumers have better understanding of their brand names than ORTHOMOL.
More foreign brands are entering the Chinese market which intensifies the competition of high-priced health food among MNCs.
中国市场相对混乱，消费形态也欧洲的国家更为多样化和复杂化。
中国本土高端保健品（如冬虫夏草等）与外资保健品占据大半高端市场如何
才能从二者中各抢占部分市场，是ORTHOMOL目前所面临的难题。
Comparatively under matured market of China, more varied and complicated
consume patterns than in European market
Chinese traditional health food (like aweto, herbal medicine) and foreign health food
occupy more than half of the Chinese market. It’s a challenge for ORTHOMOL how
to take over the market quotation from them.
ORTHOMOL进入中国市场需要做哪些的工作？
What should ORTHOMOL do to launch on the Chinese market?
ORTHOMOL目标市场空间巨大，但是也存在不少威胁，要成功进入中国市场， ORTHOMOL必须做好以下工作：
There are huge opportunities and many challenges of ORTHOMOL’s target market. For a successful launch on the Chinese market, ORTHOMOLS should:
锁定目标消费人群，使产品的能够与真正的消费者有效沟通。
充分利用本土资源，制定本士化的品牌管理和行销策略，以
迎合中国消费者的心理。
与代理商建立紧密的合作关系，重视终端的建设和维护。
Focus on the target consumers and introduce the products to them effectively.
Take full advantage of the local resources, set down a localized strategy of
management and marketing which cater for the psychology of Chinese
consumers.
Build up a close cooperation like with the distributors, pa y more attention to
put up and maintain the purchasing locations.
产品建议 Suggestion on Products
ORTHOMOL在中国市场销售一段时间后，建议根据中国人消费心理，补充一些新的包装设计形式，例如：
After ORTHOMOL’s products enter the Chinese market, we suggest to add some new layout design regarding the Chinese consumers’ psychology. For example
从携带方便性考虑对包装进行改良。
同一产品设计两种不同容量（重量）的包装。
将同一产品的不同剂型按照服用的需要组合在一起包装。
设计产品礼品装。
Portability
Two package designs for different volume of the same product
Make a prepared package with proper dosage of different forms products.
gift package
价格建议Suggestion on Prices
将产品价位定位为同类产品中最高价位，树立最高品质的品牌形象。
将同一产品的容量细分为大小两种包装规格，以迎合不同消费者的心理价位。
Fix the prices at the top level among the same type of products, build up
the brand image of high quality
Design two different sizes packaging of the same product to meet the
pricing of different consumers.
渠道策略
Strategy of Channels
大型连锁药店 Large-Scale Chain Pharmacies
选择健民、采芝林等大型连锁药店，让药店将ORTHOMOL与其他国外进口
营养保健品放在一起销售。
Let ORTHOMOL enter some large-scale chain pharmacies like Jianmin,
Cai Zhilin, and exhibit ORTHOMOL products with other imported nutritious
health products.
高级百货商场大卖场 hypermarkets
选择消费力高的大卖场，如友谊商店、广州百货大厦、百佳等，设立
ORTHOMOL产品专柜，终端宣传物料配合宣传，进行销售。商超等大卖
场是提升ORTHOMOL产品形象的最佳通路。
Set up exclusive showcases of ORTHOMOL in some hypermarkets like
Friendship Store, Guang Bai, Park ∩Shop Store, and supplement with
printed materials like brochures and posters. The big Sales counters in
hypermarkets are the best channel to promote the image of ORTHOMOL.
大型医院 large hospitals
大型医院（如中山大学附属医院、广东省人民医院）等也是ORTHOMOL
销售的有效通路。
其他高尚场所 Other high-class locations
机场、五星级酒店、高尔夫球场、高级健身休闲俱乐部、会所等高尚场所。
Airport, five-star hotels, golf clubs, high-class health clubs and other
member clubs
品牌管理 Management of Brand Name
ORTHOMOL是以高端保健品的形象进入中国市场，这部分市场的消费者注
重品牌形象，品牌忠诚度高， ORTHOMOL要成功占领中国市场，必须根据
销售的深度和广度对品牌进行有效的管理。
ORTHOMOL enters the Chinese market with the image of a high-priced
health food, therefore it must manage its brand name effectively in depth
and scope.
始终如一地将品牌形象贯彻到每一个细节，极力维护ORTHOMOL高品牌的形象。
根据不同市场推广和销售渠道的需要，必须通过广告、终端促销等方式对品牌进
行有效率的传播。
Strictly Abide to the brand name through every details and maintain the image
of ORTHOMOL
To spread the brand name through advertisements, promotions and other
channels to meet the requirements of sales pattern in different markets.
品牌策略 Brand Name Strategy
树立“欧洲营养医学界先驱” 产品形象。
把两次诺贝尔奖获得者、品牌原理的创始者Lines Pauling作为产品的重要诉求。
品牌基调为高科技、权威、珍贵。
Build up the image of “the pioneer in the European pharmaceutical industry”
Emphasis on the great achievement of Lines Pauling, two Nobel prizes winner
who put forward the theoretical foundations of ORTHOMOL products.
High-Technological, Authorized and valuable are the keynotes of the brand.
学术促销 Academic Strategy
定期组织目标消费者由专家主讲有关营养医学方面的课题及ORTHOMOL的相关知识，把潜在消费者变为消费者。
Organize specialists to give lectures regarding the knowledge about nutritious
medicine and ORTHOMOL for target consumers, and change the potential
consumers into real consumers.
联合促销 Cooperative promotion
联合中国工商银行等金融机构进行促销，银行金卡持有者（均为中国的金领阶层）
获得ORTHOMOL试用品一盒及ORTHOMOL的VIP会员卡一张。
Cooperate with financial institutes like China Industrial and Commercial Bank to promote ORTHOMOL in the form of sending product samples or VIP member cards of ORTHOMOL to Gold credit card holders (who are from the gold-collar group with very high income in China)
会员制 Membership system
实行会员制，所有会员购买ORTHOMOL产品均可优惠，并累计积分，积分达到一定
的数额给予奖励。
在中国，会员制是高端保健品销售促进的有效办法。
Membership system, all members can buy the ORTHOMOL products at favored
prices as well as getting some points at a certain amount for other special rewards.
公关策略 Public Strategy
与女性健身俱乐部合办ORTHOMOL营养学女子沙龙，发展ORTHOMOL消费者。
赞助或冠名针对白领阶层的社会活动。
To enlarge the amount of consumers by opening ORTHOMOL Ladies saloon of
nutritious study with ladies gym clubs
Sponsor some social activities for the white-collar under the name of ORTHOMOL.