Product and promotion strategy for selling foor supplements on Chinese Market.

Words: 55
Pages: 1
Subject: Business

I am writing a GPJ about a company that is going to sell their dietary food supplements in China. However, they want a promotion & product strategy. Here is already some text which can be deleted/changed. Attached a conceptual framework. This a an example. The conceptual framework can be changed as well.

2.1.
Product
2.1.1.
Consumer preferences[TK1]
The consumer preferences in China’s
dietary supplement market are significantly influenced by taste and flavor,
which are critical factors in the decision-making process for purchases. Chinese
consumers aged over 60 years tend to prefer flavors that are aligned with
traditional tastes. Such as; ginseng, goji, and reishi (Verot, 2023). The trend
among younger consumers is shifting towards snack-like health products such as
gummies, jellies, oral liquids, and beverages designed for immediate
consumption. These forms are gaining popularity due to their enjoyable flavors
and textures, which make taking health supplements feel less like a duty and
more like a treat. The growth rates of these types of health care products
indicate a clear preference for health supplements that offer a pleasant
sensory experience without the psychological weight often associated with
traditional health products (Key Trends Shaping The Health Supplement Market in
China 2023, 2023). [TK2]

According to a study conducted by
FMCG Gurus, about 25% of consumers have turned to nutritional supplements in
the past two years to enhance their health. Tablets and capsules are the
preferred forms of supplements among users, with 63% favoring tablets and 67%
opting for capsules. In contrast, only 26% show a preference for jellies or
gummies. To meet these consumer preferences and demands, nutritional supplement
manufacturers must develop products that provide maximum effectiveness and
benefits. Today’s consumers are seeking supplements that are multifunctional,
providing ease and convenience, as evidenced by 45% of global nutritional
supplement users who prefer to take just one supplement (Hansen, 2023).[TK3]

2.1.1.
Product
Features:
Consumers often perceive the health
value of products through the visual aspects of their packaging, highlighting
the importance of sensory transfer effects in creating symbolic associations.
Food companies strategically use packaging design elements—such as colors,
images, materials, and shapes—as a means to communicate health messages, opting
for designs that typically represent healthy food options. Packaging with light
colors tends to align better with positive consumer perceptions and emotional
reactions compared to those with dark colors. Such packaging also serves as an
effective platform for educating consumers about obesity prevention measures
(Fan et al., 2023).

The clean label
movement started due to increasing worries among consumers about the safety and
clearness of what is in their food. As people learned more about the health
dangers linked to artificial additives, preservatives, and synthetic
ingredients, they started looking for purer options. This change in what
consumers want led to the start of the clean label movement. This movement
focuses on using natural and less processed ingredients in food products.
This trend began to
pick up speed in the early 2000s as consumers grew more wary of artificial
additives and chemicals in their food (Poliatova, 2024)[TK4]
The basis of China’s food safety
regulations is found in the China Food Safety Law, first put in place in 2015
and later updated. The country’s food labeling rules demand that labels on food
products provide precise and complete information, ban misleading statements,
and make clear where the product comes from. This is to tackle consumer worries
regarding safety and quality. According to China’s food labeling guidelines,
every food item sold in China must have labels written solely in simplified
Chinese characters (Food Supplements Registration in China, SAMR, z.d.).[TK5]

2.1.2. Health
Awareness:
Since the outbreak of Covid-19,
particularly in the aftermath of the pandemic, there has been a noticeable
increase in health consciousness among Chinese consumers. This heightened
awareness has spurred the demand for consumer healthcare products, such as
vitamins and food supplements, with a distinct preference for products from
overseas (Guo et al., 2023). A 2020 survey by Statista revealed that a majority
(77%) of dietary supplement consumers aim to boost their immune systems. This
concern has become particularly significant in the wake of the pandemic, as
individuals are more conscious of the risks posed by Covid-19 and other viruses
(Guo et al., 2023). Older adults, identified as the demographic most vulnerable
to serious complications from Covid-19, present a specific market opportunity
for supplements tailored to their health requirements. These include
supplements that ensure the fulfillment of micronutrient needs for optimum
health and immune function (Guo et al., 2023).
The rising consumption of dietary
supplements (DS) brings to the fore concerns about their effectiveness and
safety, both immediately and over time. Safety and efficacy issues tend to be
less prevalent in countries where dietary supplements undergo regulation
similar to pharmaceuticals, necessitating pre-market approval, compared to
those places where they are regulated more like food products (Djaoudene et
al., 2023).
Due to various concerns associated
with domestic brands, Chinese consumers have grown increasingly cautious,
leading them to trust foreign brands more, especially in sectors such as health
supplements, cosmetics, food, and skincare products. For example, Australian
brands enjoy a strong reputation within the People’s Republic of China (Verot, 2024).

2.2.
Promotion
2.2.1. Digital
marketing[TK6]
Utilizing local e-commerce platforms to list health
supplements presents a significant opportunity to tap into China’s extensive
online shopping base, which consists of approximately 850 million users. Given
that nearly 40% of the nation’s GDP is derived from online sales, adopting an
effective marketing strategy on these platforms can significantly enhance
revenue generation for businesses (Sdg, 2024).

In China, the distribution of health supplement sales
channels is notably focused. The majority of health supplement transactions
occur through four primary channels: direct selling, pharmacies, offline
retail, and online retail. Offline retail encompasses shopping malls,
supermarkets, maternal stores, and specialty stores dedicated to health
supplements; online retail primarily pertains to e-commerce platforms. The
chart below traces the development of these four channels since 2004 (Price, 2022).
T-Mall, a rapidly expanding social commerce platform,
boasts over 500 million monthly users, making it an excellent channel for
international brands aiming to penetrate the Chinese market without the need
for a local physical presence. It provides an accessible entry point for global
brands into China. As of 2021, Tmall accounted for more than 50% of the
e-commerce market share in China (Sdg, 2024).
JD.com represents another significant e-commerce
opportunity for reaching potential customers. Known for its efficient logistics
network, JD.com attracts 569.7 million active users annually. The platform is
highly regarded by Chinese consumers for its reliability and commitment to
quality assurance. Consequently, JD.com has emerged as a favored destination
for consumers seeking authentic and premium health products (Sdg, 2024).
[TK1]Check the whole text. Misschien
verwijderen?
[TK2]Zoek een tekst over fruit flavored
supplements

About
the flavor
[TK3]Ease of use
[TK4]About labeling
[TK5]About labeling
[TK6]Aspect

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