Health Care Product Market Continues To Grow, But Tomson Beijian Is In Trouble

With the continuous strengthening of health awareness, the health care product market has shown a booming trend in recent years. According to the new data of the White Paper on New Consumption Potential in the Second Quarter of 2024, the sales of online health food market in the second quarter of 2024 increased by 5.0% year on year, and the overall sales exceeded the threshold of 31.9 billion yuan. This data highlights the potential of the health care product market, and also indicates that this field will continue to expand its market share in the future. However, in this seemingly blue ocean of opportunities, the former leader of the health care industry, Tomson Beijian, seems to be in trouble.

According to the new financial report of Tomson Beijian, in the first half of 2024, the company's revenue was only 4.613 billion yuan, 17.56% lower than the same period last year; The net profit attributable to shareholders of the listed company dropped by 42.34% to only 891 million yuan. This series of data undoubtedly sounded the alarm bell for the current situation of Tomson Beijian.

Why did Tomson Beijian fall into such a dilemma in the face of the health care product market, which is a promising track? Seen from the surface, the excessive sales expense is the direct cause of its profit cut. According to the financial report, the sales expense of Tomson Beijian reached 1.822 billion yuan in the first half of the year, of which the advertising expense accounted for 522 million yuan. However, the high sales expenses did not translate into the corresponding market returns, but let Tomson Beijian fall into the quagmire of marketing expenses.

But the deeper reason lies in the loss of Tomson Beijian in brand positioning and market strategy. With the continuous development of the health care product market and the increasing diversification of consumer demand, personalized, differentiated and functional health care products are increasingly favored by consumers. However, it seems that Tomson Beijian has failed to keep up with this trend, and its product line still remains the same as protein powder, calcium tablets and vitamins. When searching for Tomson Beijian on the shopping platform, the top three products have almost no change, which undoubtedly makes consumers tired of consuming and choosing.

In the era when Tomson Beijian just came out, these products were indeed fresh enough in the Chinese market, and they also successfully engraved the concept of "health care products" deeply into the minds of consumers. However, after more than 20 years, the health care product market has undergone considerable changes. Consumers' demands for health care products are becoming more and more refined and diversified. They hope to choose health care products suitable for themselves according to their physical conditions and needs. However, Tomson Beijian failed to catch this change in time and still stuck to the old three product lines, which undoubtedly made him lose a lot of market opportunities.