保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)是保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)食(shi)(shi)品(pin)(pin)，又(you)稱為(wei)膳食(shi)(shi)補充劑。保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)一(yi)般分為(wei)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)藥品(pin)(pin)、保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)食(shi)(shi)品(pin)(pin)等(deng)，例(li)如(ru)茶(cha)、藥膳、飲品(pin)(pin)等(deng)等(deng)。隨(sui)著(zhu)(zhu)人(ren)(ren)(ren)們健(jian)(jian)(jian)(jian)(jian)(jian)康(kang)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)意識(shi)的(de)(de)(de)提(ti)升，特別是在新冠疫(yi)情之下(xia)，人(ren)(ren)(ren)們對自身免(mian)疫(yi)力(li)(li)提(ti)高(gao)越發(fa)(fa)重視，保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)市(shi)(shi)(shi)場(chang)也迎(ying)來(lai)了空前火爆(bao)的(de)(de)(de)階(jie)段。根據艾媒咨(zi)詢數據顯示，近年(nian)來(lai)我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)市(shi)(shi)(shi)場(chang)規模(mo)呈現出逐年(nian)遞增(zeng)的(de)(de)(de)趨勢(shi)，隨(sui)著(zhu)(zhu)我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)消(xiao)費(fei)人(ren)(ren)(ren)群(qun)的(de)(de)(de)擴大(da)(da)，未(wei)來(lai)到(dao)2022年(nian)，我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)市(shi)(shi)(shi)場(chang)規模(mo)將達到(dao)2989億元(yuan)。從我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)現狀來(lai)看，我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)由(you)于行(xing)(xing)業(ye)進入門檻較(jiao)(jiao)(jiao)低，以及“藍帽(mao)子”資質監(jian)(jian)管不(bu)嚴格，導致保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)市(shi)(shi)(shi)場(chang)競爭格局較(jiao)(jiao)(jiao)為(wei)分散，市(shi)(shi)(shi)場(chang)集中度(du)較(jiao)(jiao)(jiao)低。隨(sui)著(zhu)(zhu)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)的(de)(de)(de)發(fa)(fa)展(zhan)，保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)將會不(bu)斷(duan)加(jia)大(da)(da)監(jian)(jian)管力(li)(li)度(du)，加(jia)快整合重組步(bu)伐，未(wei)來(lai)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)發(fa)(fa)展(zhan)空間仍十(shi)分廣闊。Maigoo小編認(ren)為(wei)受(shou)到(dao)疫(yi)情的(de)(de)(de)影響，人(ren)(ren)(ren)們健(jian)(jian)(jian)(jian)(jian)(jian)康(kang)意識(shi)得到(dao)提(ti)高(gao)，居民對保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)的(de)(de)(de)需(xu)求不(bu)斷(duan)擴大(da)(da)。在直播銷售以及互(hu)聯網發(fa)(fa)展(zhan)的(de)(de)(de)推(tui)動(dong)下(xia)，保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)紛紛加(jia)大(da)(da)線(xian)上保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)營銷運(yun)營，進一(yi)步(bu)推(tui)動(dong)了保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)的(de)(de)(de)發(fa)(fa)展(zhan)。未(wei)來(lai)，隨(sui)著(zhu)(zhu)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)消(xiao)費(fei)逐漸滲(shen)透到(dao)三四線(xian)城市(shi)(shi)(shi)，以及年(nian)輕消(xiao)費(fei)群(qun)體的(de)(de)(de)擴容，我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)將迎(ying)來(lai)快速發(fa)(fa)展(zhan)時期(qi)。

根據圖(tu)表可以(yi)知道，2013-2020年(nian)我(wo)國(guo)保(bao)健(jian)(jian)品(pin)市(shi)場(chang)(chang)規(gui)模呈(cheng)現出(chu)不斷擴大(da)的(de)趨勢(shi)，且(qie)市(shi)場(chang)(chang)規(gui)模增速逐(zhu)(zhu)漸(jian)加快(kuai)。Maigoo小編(bian)認(ren)為由于社會(hui)工作壓(ya)力的(de)增大(da)，我(wo)國(guo)消(xiao)(xiao)(xiao)費(fei)(fei)者對保(bao)健(jian)(jian)品(pin)的(de)消(xiao)(xiao)(xiao)費(fei)(fei)理念得到(dao)了轉變，保(bao)健(jian)(jian)品(pin)逐(zhu)(zhu)漸(jian)成為剛性消(xiao)(xiao)(xiao)費(fei)(fei)品(pin)，推動著保(bao)健(jian)(jian)品(pin)行(xing)業市(shi)場(chang)(chang)規(gui)模逐(zhu)(zhu)漸(jian)增加。2020年(nian)保(bao)健(jian)(jian)品(pin)市(shi)場(chang)(chang)規(gui)模達到(dao)了2503億元(yuan)，在(zai)新冠疫情(qing)之下，消(xiao)(xiao)(xiao)費(fei)(fei)者保(bao)健(jian)(jian)意(yi)識逐(zhu)(zhu)漸(jian)得到(dao)提升(sheng)，刺激著消(xiao)(xiao)(xiao)費(fei)(fei)者加大(da)了對保(bao)健(jian)(jian)品(pin)的(de)需求。未(wei)來隨著我(wo)國(guo)消(xiao)(xiao)(xiao)費(fei)(fei)者健(jian)(jian)康意(yi)識的(de)提高(gao)、保(bao)健(jian)(jian)品(pin)消(xiao)(xiao)(xiao)費(fei)(fei)群體(ti)年(nian)輕化，以(yi)及保(bao)健(jian)(jian)品(pin)消(xiao)(xiao)(xiao)費(fei)(fei)逐(zhu)(zhu)漸(jian)延(yan)伸到(dao)三(san)四線城市(shi)，未(wei)來到(dao)2022年(nian)，我(wo)國(guo)保(bao)健(jian)(jian)品(pin)行(xing)業市(shi)場(chang)(chang)規(gui)模將達到(dao)2989億元(yuan)。