Dong e Ejiao s first loss finally blew the donkey skin out , why are consumers reluctant to buy the

Consumers are reluctant to buy Dong'e Ejiao.

There are three main reasons: one is that Dong'e Ejiao does not have as many effects as the legend, the second is that the product variety is too small, and the third is that it is too high.

01. There is no blood tonic effect, and the propaganda is exaggerated

Dong'e Ejiao has been advertising its products as having the effect of nourishing blood and qiPeople**has also released a dynamic, indicating that Ejiao has no blood tonic effect. Therefore, the propaganda of Dong'e Ejiao has always been exaggerated, but many consumers buy Dong'e Ejiao as a daily health care product for blood replenishment. <>

02. There are too few product types and low selectivity

The reason why consumers don't want to buy Dong'e Ejiao's products is actually because there are too few types of Dong'e Ejiao's products, and it seems that there are only a few of them. If you want to use it for your own food, in fact, there are many alternative brands, and the cost performance is higher, if you want to use it to give away, Ejiao alone is generally more suitable for women, if it is a family gift, the product type of Dong'e Ejiao obviously cannot meet the gift needs of consumers, so the sales volume will not be high. <>

03. ** is getting higher and higher, and the price is constantly rising

Dong'e Ejiao's **continue**, and according to the response of the relevant personnel, Dong'e Ejiao will continue to increase in price until their goal is reached**. For consumers, they will definitely feel that the product is not corresponding to the product, and it is better to buy some other substitutes, so consumers will no longer choose Dong'e Ejiao. <>

To sum up, consumers are reluctant to buy Dong'e Ejiao, in the final analysis, Dong'e Ejiao "made" it itself. I don't know how to take a reasonable sales route, so I have to set my positioning too high, even if it's high, and the efficacy can't meet the positioning I give myself, which leads everyone to think that buying Dong'e Ejiao for so many years is paying "IQ tax", which leads to the loss of Dong'e Ejiao.

Because Ejiao was initially very popular because he advertised their products very well and exaggerated its efficacy, it was also more able to attract consumers, but now research has found that many ingredients do not have those effects, so it is also a behavior to deceive consumers.

The quality is not as good as the blow, so consumers don't buy it anymore. Because the sense of value is really not so strong, they are given a lot of ideas, so they don't buy this product.

In recent years, the public is not so keen on the pursuit of the brand, and many consumers choose some brands that do not belong to Dong'e Ejiao, so the net profit of Dong'e Ejiao has declined sharply to a loss.

Because many people may feel that buying Ejiao is not particularly helpful to the body, and eating too much will also get angry, so many people think that the nutritional value of this product is not so great.

I can't afford to pay the pharmacy clerks all eat Fu Jiao.

Ejiao, as a blood-tonic traditional Chinese medicine, has been used in China for thousands of years, but in recent years, it has been regarded as a representative product of "IQ tax" because there is no blood-tonifying component.

So, what is the truth about Ejiao's blood tonic for thousands of years?

Let's take a look at the concept of blood tonic of the ancients, which is completely different from our modern science. The health concept of the ancients and modern people, the degree of scientific popularization is not at the same level at all.

The ancients believed that blood tonic means that after taking blood tonic products, you can have a ruddy complexion, full of energy, and radiant complexion, and it will be considered to have the function of blood tonic, rather than the rise of heme in the family as we understand it now.

If after eating Ejiao, a person with a pale complexion and bloodless complexion and malaise can change his normal, his complexion is ruddy and shiny, and he is full of energy, is the blood tonic effect of this Ejiao also commendable? If there is such a change, Ejiao blood replenishment is well deserved, isn't it?

In fact, this change is possible to achieve by taking Ejiao, of course, not only Ejiao, but also other hydrolyzed proteins from animal skins, that is, collagen, may be effective.

How does Ejiao achieve the effect of blood replenishment?

It has been proved that when a person has a bloodless face and is depressed, the phenomenon of "anemia" may not really mean that the hemoglobin is low. The face is bloodless, in addition to the possibility of real anemia, there is also the possibility of low blood volume.

Although the human body can self-regulate blood volume, that is, after blood loss, other tissues can release water back into the blood, but that is water, not plasma, and most of the water will then be filtered out by the kidneys.

Ejiao, mainly some collagen, is used with a spike after calculation to form a hypertonic solution, which can lock in the water in the blood, which plays a role in expanding blood volume.

Ejiao is a collagen hydrolysate, which is rich in amino acid protein components, and after the human body absorbs it, it can synthesize hemoglobin, which directly plays a role in blood replenishment.

Of course, the ancients were not aware of the factors that may affect anemia, such as iron and folic acid, which is the application of modern science to medical treatment.

If this person is seriously deficient in iron, no matter how he eats Ejiao, he will not be able to replenish his blood, which is also a stupid fact, but with a normal diet, ordinary people will still not be deficient in iron.

Collagen itself is an important part of the body's first tissue, after taking Ejiao, it can transform the original ** performance, making **shiny, ruddy and elastic, is this from the other side to play the role of "blood tonic"?

So, can boiled skin of other animals, such as cowhide and pig skin, also play a role in "blood tonic"? If it is produced using the same process technology as Ejiao, we don't think the difference will be very large.

08 years has entered the donkey meat market, but now the market acceptance of donkey meat is limited, the influence is not large, there is no big market in China, this market needs a certain amount of time to cultivate.

Tianlong Food is a wholly-owned subsidiary of Shandong Dong'e Ejiao Co., Ltd., with operating assets of 100 million. The company integrates donkey meat breeding, slaughtering, research and development, production and sales of donkey meat products and donkey milk, and donkey meat restaurant chain, and is the largest comprehensive company committed to the development of donkey industry in China. The raw materials are taken from the top ten subordinate breeding bases, mainly distributed in Inner Mongolia, Xinjiang, Liaoning and Yunnan.

There are mountains stretching, the blue sky is clear, and the Inner Mongolia grassland is within reach: there are Tianshan pastures with snow peaks and oases, and the blue waves kiss poplars: there are natural pastures in Yunnan that are like spring all year round and the mountains and rivers are beautiful......

Through the strategy of "seeking skin from meat", Dong'e Ejiao has expanded the industrial chain and cultivated commercial donkey resources, so as to move from donkey skin to the development of the whole health industry of donkey products.

Dong'e Ejiao has Tianlong donkey meat, which is generally more in the Shandong market, and other places may only be sold in directly operated stores!

A good ejiao is made from donkey skin, not donkey meat. Moreover, Ejiao is a tonic, which is beneficial to the human body, and is not like donkey meat for the sake of enjoying the tongue, and it is not suitable to enter the donkey meat market.

No industry exists in isolation, behind Ejiao there are raw materials, packaging, transportation, sales and other links, and each industry has other industries derived from it to provide services, so it is not too much to say that Ejiao is behind tens of billions of business.

Let's start from the production of Ejiao raw materials, the current market of a donkey skin is about 2,000 yuan, the annual production of Ejiao needs to consume more than 4 million donkey skins, this alone is 8 billion output value, Ejiao production also needs other raw materials, these materials are also not cheap, only the production cost of this piece, the annual amount will reach more than 10 billion yuan, this part of the money is distributed by the breeder and other raw material producers.

After the production of goods, it also needs to go through processing and packaging, and the cost of part of the whole industrial chain is the lowest, the product leaves the factory to go through transportation, warehousing and logistics, and before selling, it also needs to go through the advertising and packaging of the product. What really maximizes these benefits is the sales of Ejiao, and the Chinese people worship the health care effect of Ejiao too much, so that the produced Ejiao cannot meet the market demand at all, and the first will increase year by year when the supply exceeds demand.

The above parts are the process of regular Ejiao entering the market, the profits in this are too huge, so many people also choose to enter this industry, many people will use some non-compliant behaviors to produce inferior Ejiao, although the ** of this part of the goods is slightly lower than the regular Ejiao, but it also occupies a lot of market share in the market, and even the annual output value is higher than that of the regular Ejiao, I also count this part into the Ejiao industry, the economic value of the annual output of this industry should be more than 100 billion yuanIt is a large-scale industrial chain.

Major listed companies in the Ejiao industry:At present, the listed companies in the domestic Ejiao industry mainly include Dong'e Ejiao (000423), Jiuzhitang (000989), Tongrentang (600085), Taiji Group (600129), etc.;

China's blood tonic drug market pattern - Ejiao products are favored by consumers

In the field of blood supplementation, Ejiao products are outstanding. The demand for blood tonic products in China is mainly concentrated in the elderly over 60 years old, women of childbearing age and other groups. The average prevalence of anemia among Chinese residents is that in the fast-paced urban life, especially women, often become the main group of blood tonic products consumption due to their own special physiological phenomena, high work pressure, reduced exercise and family chores.

The blood tonic products in the domestic market are mainly concentrated in Chinese medicinal materials such as iron and ejiao angelica. Among them, Ejiao products account for more than 50% of the blood tonic market, especially Ejiao blocks have the highest sales.

The sales volume of Ejiao drugs in China generally showed a fluctuating trend

Among all blood tonic products, Chinese patent medicine blood tonic products are well-deserved overlords. The data shows that Chinese patent medicine blood tonic products occupy a market share and show a rapid growth trend. Among the blood tonic products of Chinese patent medicine, Ejiao is undoubtedly one of the leaders, and its growth rate and market size are even more amazing.

According to the statistics of Zhongkang CMH, the sales scale of Ejiao in China's urban retail pharmacies exceeded 6.8 billion yuan in 2020, but due to the impact of the epidemic, the sales scale still declined compared with 2018.

The market size of Ejiao drugs will exceed 21 billion yuan in 2021

In addition to the retail of pharmacies, Ejiao drugs are also mainly sold through hospital channels, and overall, the market size of Ejiao drugs in China reached 100 million yuan in 2020. According to preliminary statistics, the scale of China's Ejiao drug market will exceed 21 billion yuan in 2021.

The first level of Ejiao drugs - Dong'e Ejiao is positioned as a high-end

According to the brand pricing of Ejiao related products on Jingdong, the pricing of Dong'e Ejiao directly refers to high-end products, and the ** of 250g Ejiao products reaches 1150 yuan, which is also the only product in the industry with a price of more than 1,000 yuan, followed by the pricing of Taiji Tianjiao also reached 899 yuan 250g.

Ejiao Pharmaceutical Prospects** - The Ejiao market continues to grow

The outbreak of the new crown epidemic in 2020, the strengthening of national health care awareness, and the expansion of new channels of live broadcast e-commerce will drive the recovery of the scale of the Ejiao drug market, and the Prospective Industry Research Institute predicts that the scale of the Ejiao drug market will increase in the next few years, and the scale of China's Ejiao drug market may exceed 27 billion yuan by 2027.

The above data refer to the Prospective Industry Research InstituteAnalysis report on market demand and investment planning of China's ejiao industry

Because Ejiao is a nourishing product for women, there are many people who buy it, and the price is relatively high. Driven by high interests, Ejiao has not only driven the development of the donkey skin industry, but also the development of packaging, transportation and other related industries, which has driven tens of billions of business, so there is a statement in the title.

Ejiao can be used to make medicine, and many mothers need to eat Ejiao to supplement their body nutrition. If the demand is large, it is a business of several millions, and it can still produce a steady stream of value.

Ejiao itself is very expensive, and if this kind of thing is blown better, some people will buy it, and some people will buy it, and some people will generate a lot of profits.

Because the cost rate of Ejiao is the lowest, the best sold is high, so the things sold are tens of billions of business.