主业承压，仲景食品押注西洋参

Core Viewpoint - Zhongjing Food has officially announced the launch of its new American ginseng products, marking its entry into the health food sector amidst challenges in its core condiment business [1][3]. Product Launch - The company has introduced two new products: American ginseng concentrated liquid and American ginseng tea, each containing 100mg of ginsenosides, making them the first health drinks with clearly defined core nutritional components [3][5]. - These products are currently available on online platforms, with a promotional price of 9.9 yuan and regular prices ranging from 79 to 199 yuan [4]. Market Context - The health food market in China is projected to reach 1.2 trillion yuan by 2025, with a year-on-year growth rate of 16.8%, driven by consumer willingness to pay a premium for health-functional foods [5]. - American ginseng has gained popularity as a health ingredient, with the National Health Commission including it in the food-medicine homology directory [5]. Consumer Acceptance - The acceptance of the new ready-to-drink concentrated liquid and tea forms of American ginseng may require time, as traditional forms like slices and powders dominate the market [6]. - Some consumers express concerns about the authenticity of heavily processed products compared to more traditional forms [6]. Business Performance - Zhongjing Food's core condiment business is facing growth pressure, with revenue growth slowing from 12.77% to 10.4% between 2023 and 2024 [8]. - The company reported revenues of 9.94 billion yuan and 10.98 billion yuan for 2023 and 2024, respectively, with net profits showing a significant decline in growth rate [8]. Strategic Recommendations - Experts suggest that Zhongjing Food should adopt a "single focus, multiple brands" strategy to solidify its market position in condiments while expanding into health food [9]. - The company is encouraged to leverage its "Chinese medicine gene" and technological expertise to differentiate its products in the health food market [10]. Marketing Strategy - To enhance the visibility and reputation of the new American ginseng products, the company should emphasize their clear nutritional benefits and convenience [11]. - Utilizing online marketing and offline experiential activities can help shift consumer perceptions and expand market reach [11].