Medical network on April 17 - once upon a time, a pharmacy is the main weight loss products, but with the rise of electricity, weight loss products began to be online, wechat business critical items. In the face of electric shock, weight loss category of drugstore sales significantly affected? What entities pharmacy can dig out to defend the market of weight loss products? This period of Chinese pharmacy terminal perspective around "weight loss products" to carry out the investigation. 

 

Homebred brand is ahead 

 

First of all, let's take a look at the pharmacy what kind of weight loss products category: lose weight class health products mentioned the highest rate, 88.81%, the tea is most common; Mention rate in the second leg is kind of western medicine and have effect reducing weight of food reducing weight, about the same rate of the two mentioned, at around 63%; Mention rate in third is Chinese traditional medicine weight loss products, at 59%, buck in this category is a weight-loss industry in recent years in the dark horse, straight and market popularity soared; The fourth is to reduce weight class medical apparatus and instruments, to mention at a rate of 31%; The fifth is a kind of model body beauty products, medical devices mentioned at a rate of 24%. In a handful of conditional pharmacy, can also provide customers with acupuncture and moxibustion, massage, etc. The method reducing weight. 

 

Weight loss product of pharmacies sell usually have a number of rules? According to the survey, 83.22% of the pharmacies weight-loss product of the number of rules under 20, 14.34% of the pharmacies for 21 to 50. (see chart 1) 

 

 

 

Slimming products, brand is numerous, the pharmacy sales volume weight loss products are of top three? Look from each brand mentioned rate, brigitte students with tomson times two big brands, is ahead and mention rate were 97.55% and 82.87% respectively, domestic brands, big brands are still the main weight loss market; A third of the list is the royal hall, mention at a rate of 31.47%; For 4, mention at a rate of 19.58%; The fifth for the Beijing tongrentang, mention at a rate of 15.03%; For the traditional Chinese medicine (TCM), 6 mentioned at a rate of 12.24%; 7 for plastic, mention at a rate of 9.79%; 8 for ali, to mention at a rate of 9.44%. Other brands of are relatively small. (see chart 2) 

 

 

 

According to the consumption data of pharmacy, weight loss products unit price of each price range consumer acceptance is as follows: 101 yuan to 200 yuan price range can accept the highest degree of mentioned at a rate of 37.06%; 71 yuan to 100 yuan price range to mention at a rate of 32.87%; 51 to 70 yuan price range to mention at a rate of 21.33%; 31 to 50 yuan price range to mention rate accounted for 6.99%; Price range of 200 yuan of above mentioned rate is 1.4%; 30 yuan price range below mentioned rate was 0.35%. (see chart 3) 

 

 

 

Advertising is still the first constitution 

 

Weight loss products consumer choose and buy the most vulnerable to what factors, respondents according to their own sales experience, the following conclusions: advertising, brand awareness, a friend recommended the three factors respectively, one, two, three, the three mentioned rate were similar, between 81% and 84%; Ranked fourth, fifth factor is the shop assistant recommend and "used", mentioned rate is 51%; Have to buy a gift and other promotional activities and whether can free trial was ranked sixth and seventh respectively, mention rate were 25.87% and 22.38% respectively. This set of data shows that consumers proved to be more rational, but advertising got very big still. 

 

Worried about what factors when consumer choose and buy weight loss products? According to the judgment of the respondents, more than 90% of people care about weight loss rebound effects and problems, 85.66% of consumers pay attention to the side effects of weight loss products, 69.93% of consumers will be asked about the safety of the products; 54.2% of consumers refuse to choose will affect appetite, sleep medications; 40.56% of price of the product is very sensitive and worry about their economic capacity; 29.02% of consumers care about product use or operation is easy to adhere to. Compared to the price factors, weight loss obviously more concerned about the crowd for the product, efficacy, and safety. (see chart 4) 

 

 

 

The most effective for weight loss products, what kind of promotion methods? Respondents considered free trial, mention rate is as high as 68.53%; The second is to buy a gift, to mention a rate of 64.34%; The third is the discount, to mention a rate of 54.20%; The fourth is the manufacturer's shop sales promotion, to mention at a rate of 49.65%. And one more thing is very interesting and very important - the promoters of weight loss products must has a slender figure. 

 

What month is weight loss products sales season usually? According to the survey, according to the weight loss products sales hot degree from high to low arrangement, were in the second quarter, mention at a rate of 77.27%, the third quarter, mention at a rate of 41.96%, in the first quarter, mention at a rate of 37.06%, in the fourth quarter, mention rate was 9.79%. Visible pharmacy of weight loss products is very obvious. 

 

Weight loss products is easy to become electricity product, for offline pharmacy, this category of obvious impact? The survey shows that almost half of pharmacy said not too obvious or not affected, and feel very apparent or obvious impact to the impact of pharmacy accounted for 40.9%. (see chart 5) 

 

 

 

Eighty percent pharmacy attaches great importance to the weight loss category 

 

In the face of the impact of the electricity, the pharmacy in terms of weight loss products sales what measures will be taken? 85.31% of the pharmacies to strengthen the training of sales staff professional knowledge; 65.03% of the pharmacies for brand resources; weight loss products more manufacturer 61.19% of the members of the pharmacy to buy weight loss products by telephone pays a return visit, ask effect and guidance; 52.1% of the pharmacies will send members with weight loss needs product sales information; 49.65% of the pharmacies, taking advantage of the offline stores in direct contact with consumers, increase the trial, try experiential marketing, etc. (see chart 6) 

 

 

 

Outside the normal response, the weight loss products sales season, 80% of pharmacy marketing campaign on weight loss products planning topics, around the marketing activities take various measures to press mention rate from high to low, these measures are: to sell floor by POP propaganda, banners, etc; Special training for weight loss products sales personnel (including related sales, reduce weight note, product knowledge, etc.); Weight loss products focus on display; Rich weight category; Employee incentive policies for weight loss products; To have bought slimming products, tracking customers; Member send activity on previous buy weight loss products information. (see chart 7)