NACICION exchange center news report, NACICION exchange center indicates that the data information derived from Ai media presents, 2017-2020, China's meal replacement diet sales market scope is a steady growth trend, the annual compound growth rate of 68.8%, according to the NACICION exchange center to grasp, in which in 2020, China's meal replacement diet The sales market scope reaches RMB 47.26 billion in 2020, and may arrive at RMB 92.43 billion in 2021. And according to the forecast analysis of Euromonitor International, by 2022, the scope of the meal replacement diet sales market will be further expanded to 120 billion yuan, which represents that there will be tens of billions of dollars of scope of the sales market indoor space of the sales market of meal replacement diet sales market will be released in recent years.
The huge sales market indoor space caused the joy of venture capital organizations. According to the non-detailed statistical analysis, even in the economic development of the cold 2020, meal replacement diet range also took advantage of the onset of 19 equity financing, equity financing amount of nearly 1 billion yuan, venture capital institutions roster is not short of IDG Asset, Gao Tiles Capital Venture Capital, Matrix Partners China, Source Capital, Fosun Group and other well-known venture capital institutions.
The state of this popular field is such that it continues to the present day. In May 2021, the fixed-reading nutritional weight-loss catering chain brand Dont Eat carried out a Series A equity financing of more than 50 million yuan, and Dont Eat has previously completed two rounds of equity financing in the past year, as well as another well-known brand of meal replacement for weight loss, Shark Fite, which also received a 100 million yuan level of Series B equity financing in May.
The other side of the meal replacement and weight loss sales market being hotly contested by the asset side is the crazy mentality of customers towards meal replacement and weight loss, and there are countless examples that can be cited, for example, Wang satiety had been immediately snatched up in the live broadcast of Weiya, and then for example, the ffit8 protein bar was made into the first food industry commodity in the history of Xiaomi crowdfunding, with the total sales amount reaching 10.04 million in 14 days, and its total sales volume for the whole year of 2020 was also exceeded 100 million yuan.
"Meal replacement diet as a new industry, a variety of subdivided categories meal replacement diet commodities are diligent in solving customer meals, weight loss and slimming and other problems, so meal replacement diet suffered a wide range of customer care and thanks. A meal replacement weight loss professional said, "many have weight loss and slimming requirements customers in the transient fitness exercise and dieting weight loss _ have seen the actual effect, the change will be dissipated. Therefore, in order to ensure that you eat enough to land low fat intake, and then through the method of weight loss without diet and fitness exercises, is the purpose of most of the meal replacement diet eaters.
The objective fact is also true that, from the point of view of DoNews' customers, "losing weight is a more urgent need for this part of the population". The data information from Ai Media showed that 91.6% of the respondents indicated that they wanted to pay for the termination of weight loss and slimming, and nearly 60% of them wanted to pay more than 1,000 yuan.
Not only is the intention to pay for weight loss and slimming sufficiently fierce, the potential consumption of meal replacement for weight loss _ crowd is also sufficiently huge. According to the "2017-2022 Internet weight loss industry industry operation form and market prospect research report" data information, at this stage, China's lean, rest weight overweight total has reached 325 million people.
In addition, the vital point depends on, meal replacement weight loss in China's market wetting rate is only 29.7%, is still a piece of undeveloped design details of the virgin land, and as a comparison, in Europe and the United States sales market, meal replacement weight loss wetting rate has more than 90%.
Sales market indoor space is sufficiently open, consumer_groups number is huge and its intention to pay violently, so that the meal replacement weight loss martial arts quickly show the phased hegemony, and composed of the new wild battle of the market competition layout. At this stage, the key participation game players of the meal replacement diet sales market include the neighboring new rise meal replacement diet famous brand, traditional style snack brand and foreign enterprise meal replacement diet famous brand.
New meal replacement diet famous brand ffit8, king full, Wonderlab, Jaws Fite, super zero, beast daily life and other famous brands by virtue of the differentiation in different market segments on the differentiated play to obtain customer love; Smeal, Huel and other foreign enterprises famous brands through the Jingdong Mall, Tmall Mall and other e-commerce platforms such as the cooperation to kill into our country's market ; Tangchenbeijian, COFCO, Bacchus, Taobao Wang Wang and other traditional snack brands are not willing to be subordinate to the traditional style of food, the complex release of the meal replacement diet commodities to go to the phase of food birthday cake. According to CBNData's 2020 Meal Replacement Light Food Consumption Insight Report, the total number of well-known brands of meal replacement weight loss in China is 2,837 in 2019, and it will be immediately elevated to 3,540 in 2020, which is doubled.
But, despite the venture capital institutions and customers hot meal replacement diet sales market can be said to be thriving, but in the wind under the mouth there are still many hidden dangers, along with the participation in which more and more gamers, by the "fattening" meal replacement diet sales market is only in the rights and interests of the driven to pick again blindfolded flying.
Running blindfolded: repurchase rate is questionable, monotony is more serious
The bad side of running blindfolded quickly began to show, the meal replacement diet sales market is even hotter, hiding in which a number of difficult problems are even more obvious.
The first is the OEM production method is popular, the commodity homogeneity is more serious.
According to the above professionals, many upstream and downstream providers are able to provide well-known brands with a complete solution from product development to purchase, and then to the elimination of _. In other words, most of the new meal replacement diet famous brands do not require their own construction of a product development or merchandise elite team, just the well-known brand, the way and marketing and promotion of the implementation of the level can be good.
"Most of the famous brands of meal replacement diets in the sales market are all labeled. The professional said, "At this stage, the OEM production method is still the best solution in the field of meal replacement diet, but there are also shortcomings in this way, for example, the same supply chain will generally be terminated according to the more similar secret formula adjustment, which leads to the final product is difficult to form a differentiation, and about the famous brand of meal replacement diet, shaping up their own ring city river will be more arduous.
In fact, the goods of several famous brands of meal replacement and weight loss, such as Youpin Flying Dance, Wonderlab, and Le Pure, come from an OEM enterprise called Hangzhou Hengmei Food and Beverage Management Limited Liability Company. Hengmei sales director Yang Peng has undertaken interviews, "In general, will give customers 'commodity preparation product development consumption _ production and processing of senior nutritionist program' a complete set of solutions.
But the requirement to emphasize is that the OEM production mode, although it can help meal replacement weight loss famous brand development consumption _ high efficiency, rapid development of the sales market, but the bad side is also self-evident, such as goods can be replaced by a high degree of competitiveness of the lack of management center, and therefore very easy to be replaced by the sales market.
Secondly, the publicity advertisements are exaggerating the results of the products.
In 2020, the 12315 service platform in Hubei Province **** accepted 45 reports touching meal replacement food, an increase of 80% year-on-year. Reporting key embodiment: meal replacement food false advertising, inflated nutritional elements, with "fake whole wheat bread," "fake low sugar," "fake low-fat low-calorie marketing means to deceive customers.
Because of the lack of relevant industry norms, meal replacement diet commodities in the consumer _ only required to arrive at the food safety standards can be, and for the commodity fat and other results and _ there is a clear data information standards, part of the commodity there is a secret recipe is unreasonable, and its publicity in the planning of the results of the problem of boasting.
"The key purpose of meal replacement is to lose weight. All normal circumstances, take the meal replacement weight loss should be to ensure that a small amount of nutrient intake on the basis of helping thin groups to manipulate the nutrient intake of too many problems, but many customers do not understand the pharmacology of the goods, only to reduce the goods calorie, and the customer is not clear in the which is powerful in the salesman's fire under the initiative to buy and take. Regarding the boastful results of the field of chaos, the Fudan public **** health service school expert professor Li Liming had this indication.
The final marketing costs are high and the repurchase rate is worrying.
"Meal replacement diet short story is not very good to tell, today all meal replacement diet sales market are dominated by e-commerce way, offline promotion way less, so China meal replacement diet commodities are more dependent on the total flow of dispersal, can be a large area, high-frequency branding must lead to the marketing costs are high scary. The professional also thought, "the actual effect of the meal replacement diet is not immediately effective, so the customer's thinking is actually difficult to form, the repurchase rate is not high. Therefore, the constant and large-scale termination of brand promotion becomes a meal replacement weight loss well-known brands of the first big thing.
An example that can be cited is the king full of full. According to the king satiety opener Yao Jing introduction, the king satiety marketing and promotion capital investment accounted for roughly 20% of the total sales, and at this stage with the king satiety cooperation network celebrities, big celebrities thousands of people, another Dili hot bar, Li Jiaqi, Li Xiang, Zhang Yunhan, Zulan and other top network celebrities and big celebrities, and its advertising and marketing methods contain jittery short video, B station, small red book app, sina microblogging, the next kitchen and so on a multitude of internet media methods.
Can the continually rising marketing expenses finally change into a few repurchase rate for the meal replacement weight loss famous brand? In fact, many customers about meal replacement diet mentality from keen to gradually revert to the objective.
A customer who has experienced blocked weight loss notified DoNews that she decided to give up this kind of method after experiencing the blocked weight loss journey for half a year, "I think that I have paid the occasional income tax, meal replacement diet basically _ there is a sense of satiety, there is no way to cope with a day of work, even if it's thin that is also hungry.
Nutrition standards expert committee also emphasized in the "meal replacement industry marketing insight report interpretation", 52% of the meal replacement weight loss customers picked to give up, take a month within the customer, only 7% indicate that will continue to persevere in the application of meal replacement weight loss. To attack the customer thinking, into a daily necessity to be selected by the long-term nature of the meal replacement diet well-known brands also have a long way to go.
The control is not timely: the goods are good and bad, standardization is the tendency
_There are clear national standards and control of the field of meal replacement diet, is the current stage of the field of meal replacement diet suffered a greater threat.
In fact, this is the middle that customers are extremely focused on. The research data information from Ai media presents, more than 60% of the interview customers think that the meal replacement diet field requirements sound meal replacement diet product quality standards, and improve the online meal replacement food business access conditions approval control, in addition to the development of the meal replacement diet customers on the difference between real and fake goods can be and its control organization immediately exposed to the field of fraud is also vital.
But the idealization is, at this stage of the sales market meal replacement weight loss commodities good and bad, part of the meal replacement weight loss commodities are not labeled ingredients, origin, have not arrived at the food safety standards, this type of meal replacement weight loss commodities are very likely to violate the provisions of the drug plus lead to diarrhea, jeopardize the function of the digestive tract, if the long-term use of the drug, is very likely to be on the digestive tract, the liver, the function of the kidneys and so on. The human body organs caused by the reaction force, produce lack of nutrition, endocrine disorders, hypoglycemic coma and so on.
This is not sensationalized, just experiencing the onset of real instances. According to the imposing news report, in February 2019, in order to lose weight and slim down after eating half a month and a half of meal replacement diet merchandise, Huzhou City, a 22-year-old girl showing symptoms such as stomach bloating, hidden pain in the liver area, and rapidly proceeded to a more serious liver function with decline, and finally forced to undertake a liver transplantation surgical treatment in the physician's all-out efforts to save the life of a life can be retrieved.
"Meal replacement for weight loss with high dietary fiber food products to enhance satiety, instead of staple food ingredients intake, to arrive at the purpose of fat loss, but because of the lack of control, some online shopping meal replacement for weight loss commodities on the surface can arrive at weight loss of the actual effect of the actual activity on the liver, kidney function and other key organs of the body to produce unavoidable damage. The above people reminded, "buy meal replacement diet commodities as far as possible or buy some popular well-known brands, although the meal replacement diet commodities on the manipulation of the rest of the weight to a certain extent to help, but the actual effect varies from person to person. And you can't take it for a long time, and it's not suitable for all people.
But even though the chaos and the current situation in the field of meal replacement diet can not be completely solved in a short period of time, it can not be recognized that a touch of meal replacement diet of the elimination of the _ trend is coming, a war about the safety of the food category in the range of meal replacement diet will also be sounded.
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