中国国际健康营养博览会：2024健康营养行业品牌渠道发展洞察报告（43页）.pdf

1、NHNE 中国国际健康营养博览会 出品China International Natural Health&Nutrition Expo(NHNE)2024健康营养行业品牌渠道发展洞察Insights into Brand&Channel Developmentof Nutrition Industry 2024历时 120天120days1200+1200+健康营养品牌方问卷调研More than 12001200 health&nutrition brand questionnaires10000+10000+活跃专业观众数据调研Data research of more than 100

2、00 active professional visitors3232次深度访谈32 in-depth interviews61次企业走访61 business visits从展会视角看行业Viewing the industry from the perspective of exhibitionsB2B专业展会 品牌商&渠道商&健康营养行业不同终端消费者联袂打造关于行业概况 品类情况 消费者洞察 原料创新趋势 行业内参Industry overview,Category situation,Consumer Insight,and Trends in raw material innova

3、tion are derived from consumers&brand&channel merchants based on B2B exhibits.NHNE 观点：NHNE Views渠道融合与多元化发展Channel integration and diversification人物IP成为内容营销的重心Personality IPs in content marketing专业性与功能性产品Specialty and functional products私域流量与品牌建设并重Private domain traffic and brand building供应链管理与成本控制挑战

4、Supply chain management&cost control做好人群定位Accurate market positioning企业开始寻求公域流量的多途径融合，并且不再局限于单一的销售渠道通过与专业营养师链接打造个人IP和意见领袖，隐形冠军藏在直播间里专业性与功能性产品受到青睐，临床试验的产品是持久生命力私域迭代更新快，打造短线爆品更应注重长久运营加强供应链管理，优化成本结构，提升整体运营效率对企业来说尤为重要消费两极分化，高端的人依然高端消费，底端的人选择便宜的产品Businesses seek synergy across public domains,transcending

5、 single-channel sales modelsLink with professional nutritionists to create personality IPs and opinion leaders;invisible champions hide in the livestreaming roomProducts with specialized and functional attributes are favored,with clinically tested products showing enduring vitalityAgile private doma

6、in strategies alongside long-term brand cultivation amid rapid iterationsStrengthening supply chain management and optimizing cost structures are crucial for improving overall operational efficiencyAs consumer markets polarize,high-end consumers continue upscale spending,while the lower-end opts for