2023健康营养行业品牌渠道发展趋势观察报告-中国国际健康营养博览会

NHNE 中国国际健康营养博览会 出品China International Natural Health & Nutrition Expo (NHNE)2023健康营养行业品牌渠道发展洞察Insights into Brand & Channel Developmentof Nutrition Industry 2023历时 213 天213 days1200+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 visitors28次深度访谈28 in-depth interviews53次企业走访53 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. 行业概况Industry overview2022疫情下的健康营养行业分异，近六成企业在增减20%上下浮动3.17%14.29%20.63%15.87%23.81%11.11%11.11%0.00%5.00%10.00%15.00%20.00%25.00%-50%以上-20%~49%-1%~19%与2021年持平1%~19%20%~50%50%以上2022年销售额增长率SALES GROWTH RATES IN 2022Under the 2022 pandemic, the health and nutrition industry began to differentiate, with nearly 60% of enterprises fluctuating within 20% of increase or decrease传统医药渠道回归，销售额位居榜首新兴社交私域、直播带货发展迅猛 Emerging social private domains and live streaming products are rapidly developing礼品团购值得重视 Gift group purchase deserves attentionTraditional pharmaceutical channels have returned, with sales ranking first医药连锁社交/私域电商医疗机构垂直电商直播带货康复养老礼品/福利采购跨境电商直销/会销高端/会员商超专卖店母婴连锁美容院/养生会所百货渠道普通超市/便利店电视购物品牌方增加线上投入，经销商增加线下投入Brand side increases online investment, while distributors increase offline investment66%的品牌方增加了线上投入66% of brands increased online investment55%的品牌方增加了线下投入55% of brands increased offline investment61%的经销商增加了线上投入61% of distributors increased online investment73%的经销商增加了线下投入73% of distributors increased offline investment线上投入online investment线下投入offline investment品牌方投入情况Brands investment situation增加持平减少线上投入online investment线下投入offline investment经销商投入情况Distributors investment situation增加持平减少线下渠道场景化，促进销售额增加Scenarioization of offline channels to promote sales growth疫情下的基础免疫场景：Basic Immunization Scene under the Epidemic:医药连锁、医疗机构、康复养老Chain pharmacies, medical institutions, rehabilitation and elderly care centers节日送健康场景：Wishing good health scene during the holiday：高端/会员商超High-end/membership supermarket补充剂轻便化快消场景：Lightweight and fast consumer scene for supplements:普通超市/便利店Ordinary supermarkets/convenience stores消费者教育场景：Consumer Education Scene：直销/会销Direct sales/Exhibition sales线上直播电商销售额贡献首次超过传统电商Online live streaming e-commerce's sales contribution surpasses traditional e-commerce for the first time小红书/Bilibili等兴趣电商正在崛起Interest related e-commerce such as Xiaohongshu/Bilibili is on the rise传统电商其次，成功品牌营销经验>真实有效的终端反馈>积极开拓新渠道Secondly, successful brand marketing experience>authentic and effective terminal feedback>actively exploring new channels品牌最爱专业服务能力和信用口碑并重的经销商The brand loves distributors with both professional service capabilities and credit reputation经销商和终端最爱具有产品特色和优势的品牌Distributors and end consumers love brands with product characteristics and advantages其次，产品利润空间>品牌知名度>产品零售价格>品牌给予的支持>具备相关认证资