In 1993, on the shores of the river, shankh made a bowing sound at the chinese market with a fish oil. The industry estimates that at that time the number of direct sales companies had grown to almost 200, with no less than 1 million workers。
Thirty years later, this direct-selling firm, with its original intent to "show beautiful, dedicated and healthy" brand, once it worked with brand operators on a bright path to entrepreneurship, it spoke of a vision for the future。
In the immediate marketing industry, the author wu xiaobo, who wrote in the "ten gorges of history" in the "thirty years of extortion", has travelled a long way after 30 years, most of them in 2022, under the double blow of recent industrial storms and social circumstances, to the "worst year" — according to the latest information from the ministry of commerce's direct marketing platform's website, we now have a list of only 89 top-selling firms; again, according to performance, china's total direct sales firm performance in 2022 was around $100 billion, higher than in 2016-2018, and has fallen to more than 50 per cent overall。
During the period of industrial fluctuations, the most intelligent response for the enterprises in question is to continue to refine themselves and to seek breakthroughs in an effort to take new growth points as opportunities arise. So what exactly should we do? "by the sun, by the wind, by the wind" the media & experts went to the shangh colloquium and provided some ideas。
Health and u. S. Consumption, big health. Head
The programme outline of the healthy china action (2019-2030) states that a sound health education system is to be established, and that a shift towards “health for the people” is to be promoted。
When the country is on the fast track of development, the standard of living of the chinese people is steadily rising and the level of ageing is increasing. Health, on the one hand, is a vehicle for the grand narrative of a better life for the people and, on the other hand, is increasingly being taken into account as a specific personal need. This trend is reflected at the end of the consumption spectrum, with new and emerging demand that continues to spread and divide healthy consumer markets and, naturally, increases in size. According to the “health china 2030” programme, the total size of our health industry market will be 16 trillion yuan by 2030。
In addition to the elderly, young people are increasingly concerned about their own health, and the cbndata (first financial and commercial data centre) study 90 shows that 97 per cent of the consumers are conscious in their lives to provide healthy nutrition, and 33 per cent of the users have indicated that they are very concerned with raising their children and have started their activities. This represents a growing demand for health consumption across age groups。
As li yong zheng, a researcher and doctoral mentor at the institute of financial and economic strategy of the chinese academy of social sciences, stated at the symposium, the health industry is always a korean industry. The founding family of the shankh brand has been dedicated to the deliberate research and exploration of the health industry, and for the past 30 years it has also been committed to the deep tillage of the health industry, combining traditional chinese subsistence concepts with the depth of modern science and technology, and developing, producing and disseminating a range of health line products in the hope of creating a high-quality health environment for people in their daily lives。
Executive director chen jung-jun of shang-hyuk is leading the enterprise to its development
Based on healthy, more responsive brands, new growth opportunities are also being explored. According to the 2023 beauty industry development report, published by the american academy of mission studies, there has been a growing public interest in beauty and health in recent years, as well as an increase in demand for personalized life services and a steady increase in the size of the industry。
With a view to building a beautiful life and keeping the heart of the development of the big health industry, shankh, led by executive director chen, has insisted that development go hand in hand with innovation. Since its entry into china, shankh has been dedicated to research and development of health products and promotion of health services, and has been conducting parallel research and development of beauty products and promotion of beauty in order to create a quality of life for consumers. To date, there are currently 10 branches and 62 service points and 5,000 health salons in shankh。
At a time when the health-care environment in china is still relatively empty, shangkh has started a long and arduous entrepreneurship with a high concentration of fish oil in the first product, expressed as the health-care efficacy of the positioning product. The company has now built product blueprints around four health-care, water-sanitation, and home-health healthy living systems, each of which develops ideas, such as the science-based, life-oriented health of beauty, and makes beauty change a business from the outside to the inside. In response to specific products, shankh's product line focuses on four subdivisions, namely, body beauty, nutritional health, healthy drinking water, healthy thinness, and continuous product extension and innovation in the direction of life, familyization and professionalization。
Quality development from r & d innovation to value-sharing
The so-called “high health” is health-based. In this context, one wonders how to live longer, healthier lives, so that the “long” demand that revolves around it is “divide”, rich and diverse。
For example, several research reports have shown that the unstable external environment in recent years has fostered the health concerns of the general population, which have shown a dramatic increase. Especially after special periods, a growing number of consumers are paying attention to the daily health of the habitat environment; this is particularly true of water health。
In a study by cbndata last year about the new demand for consumer insight into home-based health, more than 70 per cent of consumers indicated that they had chosen to install water purification filters to filter impurities, bacteria and clean drinking water. The insight report on healthy living trends in china, 2023, also states that 53 per cent of consumers are concerned with drinking water health; this concern is reflected in consumption data, which led to a considerable increase in the size of the cat household water purification tool in january-september 2023。
In line with the product idea of “technology cleans water, nature cleans water, makes life clearer”, shanghya also uses a water purification machine to provide a safe drinking water protection for customers at the household terminal. A small water purification machine, made up of six filtration cores connected at a time, is filtered under constant pressure, without electricity or discharge of wastewater, and has truly achieved purification, alkalinization, softening and activation。
The water purification machine is only a microcosm of shanghy's re-inspection and satisfaction of the health needs of his clients。
Shanghu stressed that, in order to better fit the market's close and healthy living needs, the shanghu product ecosystem is a “simplistic approach” — focusing on the core functions and values of the product, avoiding excessive complexity in product development and design and presenting the product in a concise and clear manner. Related action groups include streamlining product lines to make products more clearly located, product-efficient, fit-for-population; and using no-burden formulations without sugar additives, preservatives and choosing components of green and friendly environments。
Behind this “simplistic approach” is the importance that shankh attaches to scientific validation and practicality. At the shanghe research and development production base, located in the new coastal zone of tianjin city, the product r & d and quality sector has improved its management effectiveness in four areas: process, equipment, safety and precision management in a variety of ways, leading to the development of a standardized management system covering the whole process and process. As a result, more innovation is stimulated. Product innovation, on the other hand, is the way to high-quality development。
Sitting at the headquarters of shanh company in the highland district of tianjin
The rise of a new generation of consumers means that it also needs to evolve at the end of the product. In response, sang-hye's approach has been to increase research and development inputs into products, and to work with research institutions such as national laboratories, the university of zhejiang and the chinese academy of sciences to establish a system of scientific research that combines productive research and research in order to reduce the iterative cycle of products. From the perspective of the shorter iterative cycle, which, to some extent, represents a promise of leadership, it is also shang hyuk who has been able to remain on the tide。
In the future, as society moves from the age of the internet to an age of artificial intelligence, shang hyuk is focusing on how to use new tools to build new marketing systems, market development and business innovation in the context of rapid developments in big data and other new technologies, including live broadcasting, cross-border products and eco-enablement。
Researcher lee yongjin further provided guidance, suggesting that sang-hyuk should find a link between live broadcasters and direct sales, use digital tools to increase interaction with consumers and customize individualized health programmes for them; and further consider how to achieve greater health in the private sphere。
Top-level design is extremely important for direct marketing enterprises. In august of this year, the national directorate of market supervision conducted a study on the legislative amendments to the direct marketing regulations, which will benefit from the regulatory policy of the industry in analysing the direct marketing sector. In response, li yan, a professor and doctoral mentor at the environmental school of the people's university of china, pointed out that while focusing on policy and regulatory changes and good products, companies such as shang hyuk need to fulfil their corporate responsibilities and turn consumer demand into real market potential。
How, then, can policies be used, and how can research and development and market promotion be used to increase consumer awareness and acceptance of health products? In the first place, li il, many people have an inherent concept that health-care foods are for specific populations and are not needed by healthy people, so it is necessary to change that perception and expand the audience for health-care foods. Second, attention should be paid to product premiums, where firms can try to reduce costs from the entire supply chain on the one hand, and simultaneously explore ways to increase the brand value of enterprises and the willingness of consumers to pay on the other。
From the point of view of “three steps” in enterprises for efficient and effective governance, high-quality development and high-quality life, researcher at the national institute for development and strategic studies of the people's university of china and professor at the institute of public administration believe that the shangkh brand reflects the values that companies want to help more people in need through the power of the public good. It should continue to communicate in a healthy and professional manner, calling for the participation of the entire staff in the company's public goods projects, bringing to the general public an understanding of health, beauty, and life, with a view to achieving shared value。
Sang-hyuk, who has been running the chinese market for 30 years, has proved its business model and value to some extent. Will the future of its sustainable business dream continue? This issue needs to be left to the test。
It is clear, however, that from a straight-out battleground that is so close to consumer demand that it tests not only the intelligence of products and markets, but also the distribution networks and flows, but also the thinking about policies and industries, from which point of view the shanghy, who has set himself high-quality development goals, has found his way forward. In its active exploration of its own new growth poles, shankh will also take on the responsibility of contributing to economic development, a foreseeable future in the new year of 2024。
