According to the news report of Nachiang Trading Center, Nachiang Trading Center shows that the data information from Ai Media shows that from 20 17 to 2020, China's diet replacement sales market will grow steadily, with a compound annual growth rate of 68.8%. According to the data of NACICION Trading Center, in 2020, the weight loss sales market of meal replacement in China will reach 47.26 billion RMB, which may be 2026544. According to Euromonitor International's forecast and analysis, by 2022, the market scope of diet replacement will be further expanded to 65.438 yuan+200 million yuan, which means that in recent years, the sales market of diet replacement will have tens of billions of indoor space.
The huge indoor space in the sales market has aroused the joy of venture capital institutions. According to detailed statistical analysis, even in 2020, when the economic development was cold, there were 19 cases of equity financing in the fields of meal replacement and weight loss, and the amount of equity financing reached nearly 1 100 million RMB. There are many well-known venture capital institutions in the list of venture capital institutions, such as IDG Assets, Gao Yan Capital Venture Capital, Jingwei China, Source Capital and Fosun Group.
The status of this hot field is so stable that it is still so. From October to May, 2002/KLOC, Dongchi, a chain brand of nutrition and diet restaurants with subscription system, carried out a round of equity financing of more than 50 million yuan. In the past year, Dongchi completed the second round of equity financing before. In May this year, another famous meal replacement weight loss brand, Dabaishafeite, also received a round of equity financing of 1 100 million yuan.
On the other hand, the market of meal replacement and weight loss is welcomed by the asset side, which is the crazy mentality of customers for meal replacement and weight loss. There are countless such examples. For example, Wang Baobao's live broadcast room in Viya was immediately robbed. As the first food product in the history of millet crowdfunding, ffit8 protein bar sold 1004 million copies within 14 days, and its total sales in 2020 also exceeded 65,438 copies.
"As a new industry, various sub-categories of meal replacement weight loss products are diligent in solving customers' dining and weight loss problems, so meal replacement weight loss has received extensive attention and thanks from customers. A meal replacement weight loss professional said: "Many people who want to lose weight require customers to be exhausted after short-term fitness exercise and dieting." Therefore, it is the goal of most dieters to be able to eat low-fat food when they are full and then lose weight without dieting and fitness exercise.
The same is true of objective facts. DoNews from the perspective of many customers who take meal replacement to lose weight, "losing weight is a more urgent need of this group of people. According to the data of Ai Media Consulting, 9 1.6% of the respondents expressed their wish to stop paying for weight loss, and nearly 60% of the respondents hoped to pay more than 1 10,000 yuan for weight loss.
Not only is the willingness to pay for weight loss strong enough, but the potential of meal replacement is also huge enough. According to the data of "20 17-2022 Seminar Report on Internet Industry Operation Form and Market Prospect", at this stage, the total number of thin and overweight people in China has reached 325 million.
In addition, crucially, the soaking rate of diet replacement in China market is only 29.7%, which is still a virgin land with undeveloped design. In contrast, the soaking rate of meal replacement in European and American sales markets has exceeded 90%.
The indoor space of the sales market is ample and open, and the number of consumers is huge and the willingness to pay is strong, which makes the martial arts experts in the field of meal replacement and weight loss quickly show their phased dominance and form a market competition layout for new fields. At present, the main participants in the meal replacement weight loss sales market include famous brands of meal replacement weight loss in neighboring villages, traditional snack brands and famous brands of meal replacement weight loss in foreign-funded enterprises.
Well-known brands such as ffit8, Wang Baobao, Wonderlab, Great White Shark fit, Super Zero and Beast Daily Life, which are new brands for meal replacement and weight loss, have won customers' love with their differentiated gameplay in different market segments. Well-known foreign-funded enterprise brands such as Smeal and Huel have entered the China market through cooperation with e-commerce platforms such as JD.COM Mall and Tmall Mall. Traditional snack brands such as Tomson Bianjian, COFCO, Baicaowei and Taobao Want Want are also unwilling to give up, and they have released meal replacement and weight loss products to eat birthday cakes. According to CBNData's Insight Report on Light Food Consumption in the 2020s, in 2065, the total number of well-known brands of meal replacement in China was 2,837, 438+09, which immediately increased to 3,540 in 2020, doubling.
However, although the market of meal replacement and weight loss, which is welcomed by venture capital institutions and customers, is booming, there are still many hidden dangers under the wind. With the participation of more and more gamers, the diet replacement sales market can only be blindfolded again driven by rights and interests.
Blindfolded flying: the repurchase rate is doubtful, and the simplification is more serious.
The disadvantages of blindfolded flight soon began to appear, and the sales market of food replacement weight loss became hotter, and many problems hidden in it became more obvious.
First of all, the OEM mode of production is popular, and the homogenization of goods is more serious.
The above professionals said that many upstream and downstream suppliers can provide complete solutions for well-known brands from product research and development to procurement to consumption. In other words, most new well-known brands of meal replacement do not require themselves to set up product research and development or commodity elite teams, but only do a good job in well-known brands, methods and marketing promotion.
"Most of the products of well-known brands of meal replacement and weight loss in the sales market are OEM. The above-mentioned professionals said, "At this stage, the OEM production mode is still the best solution in the field of meal replacement and weight loss, but there are also shortcomings. For example, the same supply chain will generally terminate its adjustment according to similar secret recipes, which makes it difficult to distinguish the final products, and it will be more difficult for well-known meal replacement brands to shape their own circles.
In fact, the products of several famous brands, such as Youpin Wu Fei, Wonderlab and Lechun, all come from a foundry company named Hangzhou Hengmei Catering Management Co., Ltd.. Yang Peng, sales director of Hengmei, once said in an interview that "under normal circumstances, we will provide customers with a complete set of solutions for' senior nutritionists in product preparation, product development, elimination, production and processing'".
However, it should be emphasized that although the OEM mode of production can help the well-known brands in meal replacement and weight loss to develop efficiently and quickly open the sales market, its disadvantages are self-evident, such as high substitutability of goods and lack of competitiveness of management centers, which are easily replaced by the sales market.
Secondly, there are exaggerated commodity achievements in advertisements.
In 2020, Hubei 123 15 service platform received 45 reports of touch meal replacement food, up 80% year-on-year. The main manifestations of the report are: false advertisements for meal replacement food, false high nutritional elements, deceiving customers with marketing methods such as "fake whole wheat bread", "fake low sugar" and "fake low fat and low calorie".
Due to the lack of relevant industry norms, food substitute products only need to meet food safety standards when eating, but there are no clear data and information standards for products such as fat, and some products have unreasonable secret recipes. They exaggerate their achievements in propaganda and planning.
"The key purpose of meal replacement is to lose weight. Under normal circumstances, taking meal replacement to lose weight should help the thin group control the intake of too many nutrients on the basis of ensuring the intake of a small amount of nutrients. However, many customers of commodities don't understand pharmacology, and only try to reduce the calorific value of commodities. Customers are not clear about this, so they take the initiative to buy and take it with the help of salesmen. Li Liming, an expert professor at Fudan University's School of Public Health Services, once commented on the chaos in the field of grandiose achievements.
The final marketing cost is high, and the repurchase rate is worrying.
"The story of meal replacement to lose weight is not very good. Nowadays, all the food replacement weight loss sales markets are dominated by e-commerce, and there are almost no offline promotion methods. Therefore, China diet replacement products rely on the total flow to spread, but large categories and high-frequency brand promotion will inevitably lead to insanely high marketing expenses. The professional also believes that "the actual effect of dietary replacement is not immediate, so it is actually difficult to form the customer's thinking, and the repurchase rate is not high. "Therefore, the continuous large-scale termination of brand promotion has become the primary event of well-known meal replacement weight loss brands.
An example that can be cited is that the king is full. According to Wang Baobao pioneer Jing Yao, Wang Baobao's investment in marketing and promotion accounts for about 20% of the total sales. At this stage, thousands of network celebrities and big-name stars have cooperated with Wang Baobao, as well as Dilraba, Li Jiaqi, Li Xiang, Zhang and Zulan. Their advertising marketing methods include short video with vibrato, BiLi BiLi, Little Red Book app, Sina Weibo, cooking and other Internet media methods.
What is the repurchase rate of famous brands whose rising marketing expenses can eventually replace meal replacement and weight loss? In fact, many customers' attitudes towards meal replacement and weight loss have gradually returned to objectivity.
A customer who lost weight by blocking told DoNews that she decided to give up this method after half a year of blocking weight loss experience. "I think I paid the windfall income tax, and I basically felt full when I lost weight through meal replacement. I can't cope with a day's work. Even if I lose weight, I will be hungry. "
In the interpretation of Marketing Insight Report of Meal Substitution Industry, the Expert Committee on Health Standards also emphasized that 52% of meal replacement customers chose to give up, and only 7% of customers who took meal replacement for one month indicated that they would continue to use meal replacement to lose weight. In order to grasp the customer's thinking and turn it into a long-term choice of daily necessities, well-known brands of meal replacement and weight loss also have a long way to go.
Management and control are not timely: goods are mixed, and standardization tends to
_ Clear national standards and control of the field of dietary replacement are great threats in the field of dietary replacement at this stage.
In fact, this is also an intermediate link that customers are very concerned about. According to the survey data of Ai Media Consulting, more than 60% of the interviewed customers believe that the quality standards of meal replacement products need to be improved in the field of meal replacement weight loss, and the approval and control of the access conditions of online meal replacement food business should be improved. In addition, it is very important to explore the differences between meal replacement and weight loss customers and their control organizations to immediately expose fraud in this field.
Ideally, however, there are different kinds of dietary replacement products on the market at present. Some dietary replacement products do not indicate the ingredients and origin, nor do they meet the food safety standards. These dietary replacement products are likely to violate the regulations and add drugs that cause diarrhea and endanger the function of the digestive tract. If taken for a long time, they are likely to react to the functions of human organs such as digestive tract, liver and kidney, leading to nutritional deficiency, endocrine disorders, hypoglycemia and coma.
This is not sensational, but a real case of illness. According to the magnificent news report, in February, 2065438+2009, a 22-year-old girl from Huzhou suffered from flatulence and dull pain in the liver area after eating food replacement products for more than half a month. Her liver function declined rapidly, so she finally had to undergo a liver transplant and recovered her life with the best efforts of doctors.
"Dietary replacement can replace the intake of staple food by using foods with high dietary fiber, thus improving satiety and achieving the purpose of reducing fat. However, due to the lack of control, some online food replacement products can achieve the actual effect of losing weight on the surface, but in practice, they will inevitably cause damage to key organs of the human body such as liver and kidney function. The above-mentioned personnel reminded, "Buy dietary replacement products or buy some popular brands as much as possible. Although dietary replacement products help to control resting weight, the actual effect varies from person to person. And it can't be taken for a long time, and it's not suitable for everyone.
However, although the chaos and current situation in the field of meal replacement can't be completely solved in a short time, it can't be admitted that a touching wave of meal replacement is coming, and a war about food safety will also ring within the scope of meal replacement.
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