The wellness industry covers health, pension, health preservation, medical care, tourism, sports, culture and many other formats, and is a promising sunrise industry.
In particular, Healthy China has been promoted to a national strategy, the proportion of the elderly population in my country has increased, many localities have issued policies, and various companies are eager to try, targeting the sub-segment of the elderly group's health care consumption, hoping to gain industrial development dividends.
Qinhuangdao's exploration and practice of promoting the health care consumption of the elderly is worthy of reference.
First, focus on building demonstration bases.
Build a demonstration base for the living and elderly care industry integrating leisure, summer escape and ecological experience, a demonstration park for healthy elderly care featuring traditional Chinese medicine treatment and health care, and health management, and a demonstration base for intelligent elderly products and rehabilitation aids.
The second is to accurately position the dominant brand.
Give full play to the resource endowment of Qinhuangdao as a tourist city, focus on tourism, highlight characteristics and differentiation, build the country's first batch of city-enterprise linkage inclusive pension pilot cities, and build a domestic and international influential health care brand.
Looking at the whole country, various localities have thought of many ways to promote the health care consumption of the elderly, but overall, the agglomeration effect of this industry is not obvious, and there are problems such as rush and homogenization; it has strong competitiveness and influence. There are few brands with good reputation and reputation, and the enterprises engaged in the health care industry are generally small in scale and weak in strength; a healthy and complete industrial system has not yet been formed. When it comes to the health care consumption of the elderly, it is thought that it is simply to build an elderly care institution. Related industries such as agriculture, tourism, traditional Chinese medicine, sports, food, and the Internet have not yet been fully integrated, and an industrial ecosystem centered on health and well-being has not yet been formed.
The elderly group has broad prospects for health care consumption, and the cake is huge. If they want to make a name for themselves, they will get a lot of cakes, but there are not many who really eat enough and eat well.
There are objective factors that the industry is in its infancy, there are problems of unclear local and enterprise development orientation, and there are problems of weak brand influence and low service quality, which cannot be solved overnight.
However, we can start with building a brand and polishing the brand, using the brand to leverage the healthy consumption of the elderly, attracting people with good products, impressing people with good services, and enhancing consumption stickiness.
Building a health care brand has at least three dimensions: region, enterprise, and product.
To build a regional brand is to make good use of the existing resource endowment of a region, take advantage of the situation, develop a health care brand with unique regional characteristics, integrate the health care brand into the regional business card, and polish the health care brand with the advantage of the region's characteristics.
To build a corporate brand is to gradually establish a health industry system with a complete system and an optimized structure, form a group of large enterprises with strong innovation capabilities and international competitiveness, cultivate a number of well-known brands and a virtuous circle of health service industry clusters, support A group of "specialized and special new" and "little giant" enterprises in the field of health care.
To build a product brand is to focus on meeting the consumption needs of the elderly group, and to provide a rich and high-quality product supply from the aspects of content, experience, service, price, etc. deceive people.
Wang Shengqiang