During the college entrance examination, all kinds of health care products that claimed to be able to “improve their intelligence quotient” and “nourish their brains and nourish their brains” have launched a publicity campaign. According to the report, the State Administration of market supervision has been reminding parents and examinees that health food is not drugs, “nourishing the brain” and “brain health” is not credible. Our country has never approved any health food with “nourishing the brain” health function, and it has approved the health food which has the function of “relieving physical fatigue” and “strengthening immunity” and so on. It is also not applicable. It is helpful for brain strengthening, intelligence quotient and relieving mental fatigue.
“Never approved” brain health products, why can we always publicized and attract consumers in various channels? This may be an “inevitable choice” for health care producers and sellers. Because health products are not drugs, there will be no obvious curative effect. Since there is no obvious effect in the short term, why should we attract consumers to buy it? The simplest way is strong advertising marketing. According to the media survey, many successful domestic health care products are put between 30%~60% in the early days of the market, and the cost of health products accounts for only about 10% of the retail price. It can be said that most health products are promoted by advertisements.
In addition to a large number of advertising, in order to “stand out” from similar competing products, exaggerate propaganda and false propaganda have become the “inevitable choice” for some enterprises. In recent years, some health care products companies have made a lot of money by making up stories and hyping concepts. There are even “medical actors” in the media, playing different “experts” in different advertisements, “doctors”, and using a fabricated identity for consumers to buy products. This kind of health care products that attract consumers through false propaganda can be imagined. Therefore, people often spend tens of thousands of yuan and hundreds of thousands of yuan to buy health care products on the Internet.
The health care products that are suspected of false propaganda and exaggerated publicity should, of course, be severely investigated and dealt with, and do not give them the opportunity to continue to harm consumers. On the other hand, consumers should also improve their discernment and not be attracted by exaggerated advertisements.
In recent years, with the continuous improvement of people’s living standards and the rapid growth of purchasing power, the per capita health care expenditure has also increased rapidly. This laid the foundation for the vigorous development of health products industry. For most people, hundreds of thousands of dollars in health care expenditure is not “a thing at all”. People are increasingly willing to invest in themselves, especially on health issues.
Moreover, although the advertising law clearly stipulates that the advertising of health food can not have the assertion or guarantee of efficacy and safety, the General Administration of the food and drug administration has repeatedly reminded that it does not buy Labels or references to health care products that can prevent diseases and have therapeutic functions. However, many health products still use various ways to express or hint their efficacy, such as “improving intelligence quotient”, “intelligence and nourishing brain” and so on. And these effects are often urgent and realistic for consumers. At this time, the publicity of merchants became a great attraction.
Try to buy a box. If it is effective, many people will not be able to remain rational in the face of temptation. Especially in the important moment of college entrance examination, even if only one percent of the hope, candidates and parents are willing to try. This kind of psychology is the soil of the health products that violate the regulations.
However, as the General Administration of market supervision said in the hint, the improvement of achievements still depends on the hard work and accumulation of hard work, and there is no “panacea” for a short time to improve their intelligence and academic performance. The mentality of consumers eager for quick success and instant benefits can only feed some big talk companies.
Of course, because of the information asymmetry between consumers and enterprises, it is impossible to solve the problem of false propaganda from one end of the consumer. More importantly, enterprises should do their best to win the market through publicity according to regulations. At present, the consumer trust of domestic health products brands is generally low, and some enterprises are booming and decaying rapidly through advertising marketing, which is the guide of the market. To get rid of the “short life” circle, to create an excellent brand of consumer trust, or to quickly give up the “small smart” propaganda, the energy is used to do the product.