In the promotion of health care products, the phenomenon of false propaganda and exaggerated efficacy is very common. It is not uncommon for the elderly to be deceived when they buy health care products at high prices. Consumers' awareness of health care products as "not drugs and having no therapeutic effect on diseases" is not strong enough. Why do health care products with various "therapeutic effects" still "grow wildly", although cheating on health care products has occurred from time to time, seriously infringing on consumers' health and interests? Where is the health care product market in chaos?
Some people say that almost all health care products nowadays have become "fraud-proof products". This is not too much. No, the advertisement of "extreme grass" health care products, which was brainwashed on TV, was stopped by the Food and Drug Administration a few days ago. The problem of "extreme grass" lies in the "cheating" element in the related business activities of its manufacturers. Insiders pointed out that the concepts of "patented technology of micro-powder crushing and pure powder tabletting" and "eating with food" promoted by the company are not high-tech at all, and the statement that "seven times more essence is dissolved than the original grass" has no scientific basis.
The media survey found that in recent years, behind the fiery health care products market, a large number of health care products occupied the market by hyping up concepts and exaggerating publicity, while the cost and R&D expenses only accounted for a small proportion. Health care products disguised as medicines and ordinary foods claim to have health care functions, and many products make huge profits by fooling consumers. And some health foods with obvious effects on the surface are actually illegally added with some prohibited ingredients harmful to the human body. In particular, many weight-loss health foods are illegally added with illegal drugs such as sibutramine and phenolphthalein.
judging from the deception of health care products enterprises, its technical content is not very high, but why are so many people deceived? According to the survey data of china health care association, the annual sales of health care products in China are about 2 billion yuan, of which the consumption of the elderly accounts for more than 5%. The elderly are the main consumers of health care products, and an obvious feature of this consumer group is the lack of self-protection awareness and easy to be fooled.
The China Consumers Association has published a survey report on the protection of the rights and interests of elderly consumers in China. According to the data, 21.9% of the elderly in China usually take health care products, and nearly 7% of the users buy health care products themselves. Among the elderly people who buy health care products, 6.3% pay attention to the efficacy of health care products, which is much higher than the ingredients of health care products. In terms of the reasons for choosing to take health care products, more than 4% of elderly consumers think that health care products can "regulate the body" and "improve the body's resistance or immunity and prevent diseases", but their cognitive awareness of health care products is not strong enough.
It is precisely by grasping the general mentality of "treating diseases and protecting health without diseases" that health care products have a market. It is also by grasping the characteristics of poor identification ability and self-protection ability of the elderly that some unscrupulous manufacturers took advantage of the opportunity to produce and sell low-cost and high-priced even fake and shoddy health care products to make money from the pockets of the elderly. Of course, in order to achieve continuous financial resources, enterprises and businesses will also be very careful, and their health care products are basically "not beneficial but harmless", at least not eating dead people. As for how to promote publicity, it depends on their own deception. What kind of "advertising+channel", conference marketing, family marketing, etc., the marketing model is endless, and many legs walk.
and the so-called bottom line of "not eating dead people" just points out the main reason why China's health care products market is chaotic. "Don't eat the dead" means that the risk and cost of illegal activities are not high, and this is also an ironic expression of China's imperfect relevant laws and regulations, lax market supervision and light punishment for illegal activities. At present, the entry threshold of China's health food industry is too low, there is no strict quality control system, and the examination and approval is relatively simple, so a large number of non-specialized enterprises flood into the health food industry, which makes it very difficult to supervise the health food market. In addition, the Chinese government's management system of health care products "emphasizes examination and approval, but neglects supervision", and the supervision function is scattered in many departments, which is easy to lead to the situation that both profit and responsibility are avoided. In addition, the current laws and regulations impose too low penalties on illegal businesses, which is not enough to deter them, which gives criminals an opportunity.
obviously, in order to control the market disorder of health care products, it is imperative to establish and improve the relevant laws, regulations and standards system of health care products as soon as possible, and raise the market access threshold and the cost of illegal crimes. In terms of supervision, the relevant departments should not only strictly investigate, crack down and strictly control, but also deepen the system reform, change the current disadvantages of "emphasizing examination and approval and neglecting supervision", establish and improve a new mechanism for health food supervision focusing on the matter and afterwards, and improve daily supervision and long-term supervision. Of course, we should also do a good job in popularization of law and popular science education, improve the ability of consumers, especially middle-aged and elderly people, to identify and prevent health food, correctly guide consumers to use health food reasonably, and form the habit of scientific diet and safe consumption.