VDS track is crowded with "gold diggers", how can By-Health maintain its brand longevity?
2024-08-28
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In recent years, the domestic dietary supplement industry has developed rapidly, and the number of emerging companies has increased sharply. According to the data from the Prospective Industry Research Institute, the number of new production companies has hit new highs from 2020 to 2022. The statistics at the beginning of this year are even more amazing. In January 2024 alone, the number of newly registered companies reached 132,000, a year-on-year increase of 122.6%. This phenomenon reflects the improvement of public health awareness and has also brought fierce competition in the industry.
In such an environment, By-Health (300146) recently released its semi-annual report for 2024. Data showed that the company's operating income in the first half of this year was 4.613 billion yuan, and the net profit attributable to shareholders of listed companies was 891 million yuan, which aroused widespread attention to the future of the industry.
As the market heats up, new players continue to pour in. This industry, which once attracted much attention due to the controversy over health products, is now crowded with "gold diggers" rushing in. In 2012, By-Health won the trust of consumers with its open and high-quality raw materials in the form of the industry's first "transparent factory". At the inauguration ceremony of the transparent factory, Chairman Liang Yunchao gave a speech entitled "Industry on the Tip of the Tongue, Enterprise on the Tip of the Knife" and emphasized that quality is the lifeline of food companies. "There is always a knife over your head, and you are walking on thin ice every day, and you dare not relax at all." At that time, By-Health made two important strategic choices: purchasing high-quality raw materials from around the world and using differentiated product quality advantages to gain competitiveness; becoming a "transparent factory" and taking the lead in the industry to disclose raw materials and production processes in a transparent manner, building a new channel for communication with consumers, and enhancing the public's confidence in the company and even the entire VDS industry.
Consumers' demands are becoming more personalized and diversified, the nutritional supplements sector is continuously segmented, and the development of e-commerce platforms provides a broad market for emerging brands that continue to enter the market. In particular, the rise of interest-based e-commerce has made the acquisition and utilization of traffic a new focus of competition.
In this context, By-Health's response strategy is particularly important. When responding to market changes, the company should not only focus on guiding traffic, but also on how to stabilize the user base. In recent years, the company has continued to advance in product research and development and technological innovation to meet the ever-changing needs of consumers. In response to the dual pressures of "traffic" and "retention", By-Health has demonstrated its unique insights into the future of the market.
Despite the current challenges, By-Health has maintained its leading position in the industry. In the second half of this year, By-Health will continue to promote the transformation of strong technology and strong brand with the core goal of improving future business quality, actively adjust and optimize the overall business strategy and cost investment model, and continue to promote the upgrading of core products and optimize channel operations, so as to promote the high-quality development of the industry with "scientific nutrition" and more professional product innovation.
