Direct and Consumer Expo | Dialogue Bayer Wan Yanjing: Consider the "migration" of the product and promote localization innovation

Zhongxin Jingwei, July 27 (Yan Shuxin Lin Yisi) from July 25 to July 30, the 2nd China International Consumer Products Expo (hereinafter referred to as the Consumer Expo) was held in Haikou City, Hainan Province. On the 27th, Bayer's health consumer goods Asia -Pacific cross -border e -commerce and Chinese e -commerce person in charge Wan Yanjing said in an exclusive interview with China Singapore Jingwei that Bayer was very confident in the Chinese market and localized innovation is continuously advancing.

Bayer Health Consumer Products Asia -Pacific Cross -border E -commerce and the head of Chinese e -commerce Wan Yanjing interviewee confessed

Wan Yanjing said that the epidemic has brought some difficulties to Bayer's supply chain and logistics transportation, but the Chinese economy has shown very strong toughness. Now the national epidemic prevention and control situation continues to improve, and the difficulty of supply chain and logistics transportation is lies in the difficulty of supply chain and logistics transportation. Improved, the current overall consumption recovery and the recovery of the supply chain are moving towards optimism.

According to public information, Bayer Group is a multinational company with three business departments: prescription medicine, health consumer goods and crop science (animal health as a separate business unit). The health consumer goods division mainly sells non -prescription (OTC) drugs, dietary supplements, and other self -care solutions, involving a variety of categories including skin health, nutritional supplements, digestive tract health, allergies, colds, cough, and analgesics.

According to Wan Yanjing, at present, China has become Bayer's second largest consumer market in the world, and has maintained a very strong growth momentum. Even in the nearly three years of the new crown pneumonia epidemic, Bayer has achieved steady growth in the Chinese market.

In the past two years, in addition to consumption recovery, Wan Yanjing has also observed a new consumption trend in the Chinese market. She pointed out that one is the younger consumption, and some of the "post -90s" and "post -00s" have also begun to pay attention to self -health. In people's previous cognition, these people may not have a high degree of correlation with health products.

The second is segmentation. Wan Yanjing pointed out that the health products purchased by consumers in the early days are more traditional and closer to the foundation. The current consumers have more detailed demands for detailed categories, such as the maintenance of the eye and the heart of the heart. The maintenance of blood vessels, relief of self -anxiety, etc. "Now, consumers' demands no longer simply solve the problem of health problems, but reflect stronger cognition of physical and mental health."

The third is to actively, the ability to obtain information in Chinese consumers is getting stronger and stronger. In the past traditional health care and healthy markets, brands and consumers are mainly brand output. Consumers are a "inform" The role, now consumers will get information in a proactive way.

Fourth, the trend of snacking of consumer health products in large health categories is even more obvious. Wan Yanjing believes that this is because young consumers have entered the mainstream consumption layer. Their consumption habits are different from middle -aged and elderly consumers. While performing a variety of nutritional elements, a better experience is achieved.

Speaking of investment plans in China, Wan Yanjing expressed confidence in the Chinese market. She said that Bayer's investment in China will have a diverse presentation, such as continuously developing some products for Chinese consumers for Chinese markets, and the layout is on the research and development end. Secondly, when Bayer created a product that Chinese consumers like it. After listing, Bayer will also conduct formula optimization and supply chain optimization in various aspects. Essence

In terms of supply chain, Wan Yanjing also said that Bayer is planning the "migration" of the product. "Some products that are currently listed in the Chinese market for 2 to 3 years. Consider the production and processing of Chinese factories with excellent research and development capabilities and production quality assurance. "

In addition, on the R & D side, Bayer has cooperated with local enterprises, and has established a China R & D Center in Qidong, Jiangsu, specializing in the Chinese market and promoting localized innovation. (For more report clues, please contact the author of this article Yan Shuxin: [email protected]) (Zhongxin Jingwei APP)

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Editor in charge: Li Zhongyuan

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