How long can the tracks under the shadow of "IQ Tax" be hot?

【Tide Business Review/Original】

"It's over, it's already 8:10, I still sit on the toilet, and I must be late to work today!"

Rita rubbed his stomach and sent a crying expression pack crazy in the sisters chat group. Recently, her stomach is always uncomfortable. She has to stay in the bathroom for a long time. She usually attracts the attention of the leaders of the department. I wonder if she secretly touch the fish in the name of the toilet. It's about to be criticized.

"Is your resistance decreased? Do you want to go to the hospital?" The younger sisters in the group responded enthusiastically.

"Hey, I usually go to work, how can I have this time." Rita replied depressedly.

"I recently saw a probiotic jelly dried powder on Xiaohongshu. I heard that it is very helpful for digestion and I can lose weight. I just bought a few packages and prepared to drink." Another younger sister was in the group After throwing a link, after a while, other group friends responded to "planting grass."

Rita is doubtful to open the link. On the introduction page of the product, high living bacteria, water activity, posterior element, B420, etc. she has never heard of a proper noun, but it is these scientific nouns. Let her have a great interest.

"It looks very professional, and the health food logo, buy it." She thought in her heart, clicking on the screen to complete the order in one go. At this time, the physical discomfort seemed to disappear as the consumption impulse was satisfied. She got up and left the bathroom and was ready to enter a new day.

It is undeniable that health has become the label that consumers are most concerned about in the post -epidemic era, and functional foods are receiving unprecedented attention and sought after. According to the data of "Iri-China Health Management White Paper in 2022", compared with other ages, the health self-rating scores of generations of generations are generally low. CBNDATA's "Report on the Health Consumption Trends of Young Man" shows that more than 90%of the post -90s have begun to have health consciousness, and more than half of people have embarked on the road of "health".

The rhythm of life, upside -down work, and irregular meals have long become the "epidemic" of urban youths. question. At this time, promoting digestion and absorption, improving the body's immunity, reducing serum cholesterol, and even probiotics that are said to be able to lose weight, naturally become a "pitch" favored by consumers and merchants.

However, can probiotics and hundreds of millions of markets behind them really "red fire"?

01 category new stars in consumer cold winter

The competition of new consumer tracks is becoming more intense. Since this year, under the violent fluctuations of the economic environment, this is a realistic atmosphere that everyone can perceive.

According to the incomplete statistics of the Lian Shang.com Retail Research Center, the number of financing projects in the new consumer field in the first half of 2022 increased by 67.5% year -on -year in the first half of 2021, but the total financing amount fell 18% year -on -year. Especially in the once popular segmented tracks of catering, food and drink, this year's financing amount is not even 10%of the financing scale last year.

However, the big consumer market is not as sad as everyone thinks. In the large number of segments, there are still many categories that continue to prove their value to the market.

Figure/Daily fungus micro

On July 20, the probiotic dietary brand "Daily fungi" announced the completion of a new round of financing. Jin Yumao led its investment, Lianjie Qichen and Lan Shang Capital followed up. Less than two years ago, the window brand has completed three rounds of financing, and currently the cumulative financing amount is nearly 100 million yuan.

The smell of capital is keen. Kaihui Fund and Guifeng Evergreen invested in the laboratory -level nutrition brand Unomi in the same month. In August last year, the famous Temasek invested in the new nutrition brand WonderLab.

In Xiaohongshu, there are as many as 1.07 million notes on probiotics. Tmall Health Data shows that the average growth rate of probiotic categories has exceeded 80 % in the past three years. Essence

Data show that the global probiotic market is currently about 50 billion yuan, while the Chinese probiotic market accounts for about 10%of the global market. The market research agency ZionMarketResearch predicts that by 2025, the global probiotic industry output value will exceed $ 77 billion (about RMB 490.6 billion), and the proportion of Chinese markets will exceed 25%.

The probiotic track is on fire. For the market, this is a matter of success.

First of all, this boom of consumption upgrades inevitably spreads in various fields in consumption. Taking fermented dairy products as an example, my country's per capita disposable income is transmitted to the consumption side of dairy products, which shows that residents have put forward higher requirements for dairy functions and types of dairy products. Therefore, the sales of ordinary white milk in the market have been frustrated, and the sales of yogurt and active probiotics have continued to rise, which has opened a good start for the popularity of probiotics.

More importantly, the new consumer brand, as the "catfish" in the market, has lived a probiotic track.

In the domestic market, probiotic tracks were originally controlled by Tomson and other overseas nutritional products. However, for these "wealth" companies, their own product lines are very rich and do not pay much attention to probiotic products. Wait until the new consumer brand with its own traffic will enter the venue, the probiotic industry will change. Figure/WONDERLAB official micro

Unlike traditional health care brands that emphasize professional and efficacy, new probiotic brands follow the way of lifestyle. Wonderlab probiotic small blue bottle focuses on the weight loss scene of women after 90-95 in the Z era, and it is red with a high-value appearance; daily bacteria launch daily doses of independent packaging, 7 days for a box of probiotic chewing tablets. By adding fresh fruits to squeeze the juice juice frozen dried powder, the product is closer to the "delicious food" form; every fresh food that focuses on healthy and light eclipse is introduced to a jumping sugar powder probiotic, you can eat it directly into the mouth, and it feels like jumping sugar. , And linked the new generation of idols Lin Mo, Zhong Chuxi, etc. promoted the circle.

Playing new brands in packaging and product forms, with the help of star effects and traffic support, let the public quickly establish consumer habits in the short term. Local R & D brands such as Great Gene also saw the opportunity and began to pursue and catch up with technology. In just a few years, the probiotic track "rolled", and the category outbreak brought by market competition further improved the market penetration rate of probiotic products. Under such a high -quality cycle, a track with unlimited potential is attracting more people.

02 Battle of new and old players, or fighting for traffic?

In the past year, the number of merchandise industries has increased by 50%year -on -year, and the number of products has increased by 82%year -on -year. In this emerging market that has just started, the new consumer brands of the newborn calf, the wealthy health products leader, and the talent research and development enterprises are conducting a dark contest.

In the new consumer brand camp, it undoubtedly reached 60 million sales in the first year of its establishment. It was rated by Tmall as the most popular bottle of bottle of meals for the milkshake brand TOP1.

The first reason for the rapid take-off of WonderLab is that its product positioning is very clear. Focus on young women 18-30 years old, according to their needs, higher health literacy, and preferences for healthy weight loss, to "lose weight, health and health, and healthy weight loss methods As the core topic, "nutrition, high fiber, low card" as the product selling point, cut in from meals, extend to the "beauty nutrition" category, and finally establish a "new nutrition and health" label, thereby achieving a small Bo Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da Da's Small Boda Da Da Da Da Da Da Da's Small Bo Da Da Da Da Da Da Da Da's Big Expo The curve overtaking.

As the "big brother" in the leading health product, Tomson's Life-Space brand's performance in the probiotic field is also quite eye-catching.

Figure/Life-SPACE Officer Micro

In fact, Tomson Beijian has not been good in recent years. From 2018 to 2021, Tomson Beijian's operating income has slowed down for four consecutive years. This year's semi -annual performance trailer shows that its non -net profit is expected to decline for the first time since 2016.

The reason behind it is also very simple. In the era of the king online, Tomson Beijian's original strong pharmacy channel advantage has been greatly reduced. Because of the national departments since 2019 In the subsequent medical insurance reforms, many places directly introduced policies to prohibit the use of medical insurance cards from buying health products in pharmacies. Tomson Bei Jian, who encountered double blow, became very passive for a while.

Therefore, Tomson Bijian decided to use Bao Bao to be younger and online, and probiotics became its first goal. In this track, Tomson Beijian can be said to stand on the same running line as other emerging brands, but its biggest advantage is that there is money in his pocket. How to open up probiotic products as soon as possible? Buy and buy! In terms of production capabilities, on August 30, 2018, Tomson Biso bought the Australian probiotic company LSG for $ 670 million. This is the first overseas merger and acquisition of Tomson Beijian since its establishment, with a purchase premium of 34 times. In terms of marketing capabilities, Tomson Bijian's 2021 financial report revealed that its annual sales fee was as high as 2.478 billion yuan, accounting for 33.35%of the income.

On the other hand, such as Huada Gene, China Resources River middle -R & D enterprises and pharmaceutical companies, they also see the track of probiotics.

For enterprises with research and development genes, the moat lies in strong scientific research capabilities. At the beginning of the industry's development, the actual efficacy of probiotics -related products is still controversial, and the professional capabilities of R & D institutions have made a strong endorsement for their products.

The beauty of Washinga Gene emphasized that he is the research of autonomous bacteria in Washinga, and emphasizes "data speaking" in marketing. China Resources River directly stated in an exclusive interview that its lactic acid bacteria tablets are non -prescription drugs and have exact treatment effects. Other products belong to ordinary foods or health foods. From the perspective of competition, the leader of the river in the river in the river Brand lactate tablets and other products do not produce direct competition.

Rich money, strong contribution, and traffic outflows. In short, on the track of probiotics, the forces of all parties are frequent, and in the sound of hustle and bustle, they still move towards a fiery tomorrow.

03 Is the biologist "fake", is the probiotic "IQ tax"?

"The probiotics that are now promoted in China are all fake medicines!" Recently, biologist Rao Yi bombarded Hua Grand Gene CEO Yin Yan's popular science video vulnerabilities, so that probiotics have Wind tip. In fact, the question of whether probiotics are "IQ taxes" are the "shadows" that are always lingering in this industry. At present, the research mechanism of the global academic community on the intestinal flora is still unknown. Whether the two scientists are effective in probiotics are right and who is wrong, and there is still controversy in the scientific community, and we are more difficult to conclude as ordinary consumers. However, the food safety and false publicity issues of consumer probiotic products are indeed a stubborn disease in the market.

In the "Probiotics Science Consensus (2019 Edition)" jointly released by the Chinese Food Science and Technology Society of Food Science and Technology Society, the probiotics must have three core characteristics of sufficient quantity, living bacteria state, and good health function.

In September last year, Nuoleo had been fined 450,000 yuan for propagating probiotics in the prevention and control of neo -crown virus. In addition, the punishment letter also showed that the company also promoted that "the beneficial bacteria in the intestine will be lost with the normal excretion of the human body, so you need to replenish the live probiotics every day to keep the intestinal flora balance." Probiotics will adversely affect the body; promote "a small bottle of 100 ml of 100 ml of Loomo, which contains more than 10 billion cheese bacteria, which can meet the probiotics that adults need one day every day", which will make the adult ", which will make the adult", which will make the adult ", which will make the adult", which will make it. " People mistakenly think that drinking a bottle of naulcidic acid bacteria every day will meet the probiotics needed by the human body, and ignore the supplement to the varieties other than the varieties other than chemobacterium.

In black cat complaints, many consumers complained that multiple probiotic products are deteriorated, foreign bodies, invalid, and ingredients without probiotic ingredients, and even children with blood in the stool after taking probiotics occur.

Figure/Black Cat Complaint Officer

According to the definition of the United Nations WHO, probiotics are living microorganisms, which is beneficial to human health. Therefore, only products that exist in foods in foods and products with sufficient live bacteria during the shelf life can be called For "probiotic food". However, due to blurred category boundaries, lack of national standards, disorderly foundry, etc., after a long sales session, how many active probiotics can enter consumers' stomach, it is unknown from beginning to end.

In addition to effectiveness, there is another mountain that needs to be turned over in the domestic probiotic market, which is the overseas monopoly of the upstream raw material market. The study of Tianfeng Securities shows that at present, the international probiotic patent application is basically monopolized by traditional R & D powers such as the United States, Japan, and Russia. In the domestic imported raw material market, foreign companies have a very serious monopoly. Foreign manufacturers DuPont (50%) and Danish Kohansen (35%) are the two companies with the largest domestic probiotic raw materials in China. These two foreign companies account for about 85%of the overall domestic raw materials market. 15%. The strains introduced abroad may not be able to effectively cultivate and play their effects in the intestinal environment of the Chinese people. This is an indisputable fact, but the probiotic industry has strong intellectual property barriers, technical barriers, access barriers and fund barriers. If you want to develop bacteria designed for the Chinese, the domestic corporate is obstructive.

Getting up in the morning, Rita habitually soaked a bag of probiotic supplements. Since trying this product, replenishment of probiotics on time has become a must -have process for her daily.

"Hey, is the probiotic drink you bought last time? Is it helpful to the body?" The crowd group popped up again.

Rita put down the cup and replied, "I think it is effective. I have not been running the toilet recently, and the whole person's complexion is much better. It seems that intestinal health is really important. I don’t go to the street snack stalls to eat barbecue. It is very regular for three meals a day. I still get up early and get up early, and the acne on my face is gone. "

"Wait, is your gastrointestinal improvement, is it the cause of probiotics, or the reason why you don't eat junk food?"

"..." Rita made a string of omitted numbers on the mobile phone.

At this time, another piece of information pops up, "What do you do so much? We drink nutritional supplements to ask for a psychological comfort to alleviate health anxiety. Hey, no appointment for crayfish beer on weekends?"

"Appointment!" Rita and sisters sent a message at the same time. She picked up the cup in her hand and took a sip. I thought to prepare for the weekend dinner. Today, add another pack of enzymes.

"Tide Business Review" was originally produced by the "Tide Commercial Review". Do not reprint without permission.

- END -