First, we can't ignore our conscience. We should really provide consumers with products that suit them from the standpoint of consumption, rather than providing consumers with products that can get the maximum profit. You can't make products for money, but you should take making money as a natural result.
If the thinking mode and business philosophy of healthy enterprises are unhealthy, it is hard for us to imagine that such enterprises can produce good healthy products.
What is health? Health means that a person is in a good physical, mental and social state. The traditional concept of health is "disease-free health", while the modern concept of health is overall health. The World Health Organization puts forward that "health is not only the absence of physical diseases, but also mental health, good social adaptation and morality".
As we all know, health is also a basic right of human beings and one of the most precious wealth in life. Health is the basis of quality of life; Health is an important aspect of human self-awakening; Health is the best state of life, with rich and profound connotations. Moreover, health is the basis of people's longevity, and longevity is the goal that people dream of. With the improvement of people's living standards, people pay more attention to life. If you want to grow longer, you must be healthy.
Therefore, a healthy enterprise that produces healthy products must have a "healthy heart". For example, Rui Fuxi proposed that the mission is to improve and protect human health, ensure a healthy mind, adapt to and promote social development, rather than a deformed mind, which is greedy all day and has green eyes.
If an enterprise is just greedy, then such a healthy enterprise itself is not a healthy enterprise, and it is bound to be difficult to last long. How can it achieve "healthy marketing" and benefit the society?
Second, based on China's traditional culture and actual situation, we should rethink the development path and methods of health and healthy products, so as to help more consumers have a healthy body and a healthy life.
For example, many new ways of thinking have emerged in health care industry in recent years, from Tongrentang, the first brand of Chinese medicine, to Ruifuxi, the first brand of health care in China. They made revolutionary changes on the basis of China's traditional products and culture, and naturally received extraordinary results.
It can be said that in the development of healthy products, we need "Chinese growth": down-to-earth products and ideas, down-to-earth marketing innovation, less aura and more pragmatism. For example, the sheep revolution initiated by Rui Fuxi inherited the essence of tradition and called for a "China Appeal" on health products: 2010/kloc-0. /kloc-In late October, in view of the quasi-monopoly situation that the market of sleep care products is monopolized by western medicine, Ruifuxi introduced China health tea-Bairen Qian Fang series sleep drinks based on the principle of homology of medicine and food. There is an urgent need to break the atmosphere of western-style products bred by western medicine and carry out a revolutionary change. That is to say, sleep health care products should inherit and carry forward the culture of Chinese medicine in concept, and the products are all ethnic Chinese herbal medicines in formula, not western-style products or quasi-western-style products bred by western medicine and western medicine.
Ruifuxi's formula clearly classifies sleep products into surnames for the first time in the field of sleep health care, which aroused people's sensitive nerves and triggered a strong controversy inside and outside the industry. However, the sheep revolution is a "small benchmark" on the road of "Chinese growth" of health care products, but it has great demonstration and enlightenment significance.
In addition, Tongrentang, the first brand of traditional Chinese medicine, inherits and develops the tradition of Tongrentang Royal Pharmacy, relying on modern pharmaceutical technology. It not only takes "practicing benevolence to save the world health" as its own responsibility, but also inherits the characteristics of China Pharmaceutical "unique formula, excellent materials, exquisite technology and remarkable curative effect". Moreover, in recent years, according to the market demand and changes, Tongrentang has improved the scientific and technological content of its products, paid attention to secondary scientific research, and adopted new technologies to launch new products.
In short, to do a good job in the "healthy marketing" of health care products, we must seek truth from facts, do not care about conscience, and really proceed from the standpoint of consumption. At the same time, the marketing of health care products should be based on the traditional culture and actual situation in China, and the development paths and methods of health and health care products should be reconsidered to help more consumers have healthy bodies and live a healthy life.