Core Insights - The article discusses the rise and challenges of Swisse, a health supplement brand acquired by China's Health and Happiness Group (健合集团), highlighting its initial success in the Chinese market and the subsequent financial difficulties faced by the parent company [2][3][8]. Group 1: Company Background and Acquisition - Swisse was founded in Melbourne in 1969 and gained popularity in China post-2010 due to its branding as a natural product and effective marketing strategies [2][3]. - In 2015, Health and Happiness Group acquired 83% of Swisse for approximately AUD 1.386 billion, aiming to leverage the brand's Australian image to penetrate the burgeoning Chinese health supplement market [3][5]. - The acquisition coincided with favorable cross-border e-commerce policies in China and a strong consumer demand for overseas health products, providing an optimal entry point for Swisse [5]. Group 2: Market Strategy and Performance - Post-acquisition, Health and Happiness Group did not merely replicate Swisse's Australian model but adapted it to the Chinese market by focusing on high-potential categories like collagen and liver health products [5][7]. - By 2024, Swisse is expected to derive nearly 80% of its sales from cross-border e-commerce channels, with a strong online market share of over 7.5% in the VDS segment [7]. - Despite its strong market presence, Swisse's revenue growth has slowed, with the adult nutrition and care (ANC) segment showing only an 8.8% increase in 2024, down from previous high growth rates [10][11]. Group 3: Financial Challenges - Health and Happiness Group reported a revenue of RMB 13.05 billion in 2024, a decline of 6.3%, and a net loss of RMB 53.72 million, marking its first loss since going public [8][12]. - The ANC segment, while still a revenue pillar, has seen its growth rate decline, contributing only 48% to total revenue in the first three quarters of 2025 [11][12]. - The baby nutrition and care (BNC) segment has experienced a significant decline, with revenues dropping from RMB 5.18 billion in 2022 to RMB 3.33 billion in 2024, a 36% decrease [13][14]. Group 4: Operational and Competitive Challenges - The pet nutrition and care (PNC) segment has not yet become a significant revenue driver, contributing only 15% to total revenue in the first three quarters of 2025 [15]. - High marketing costs are eroding profits, with sales and distribution costs reaching RMB 2.883 billion in the first half of 2025, nearly four times the net profit for the same period [22][25]. - The competitive landscape in the Chinese health supplement market is intensifying, with local brands offering lower prices and international brands increasing their local operations, impacting Swisse's market share growth [29][30]. Group 5: Future Outlook - Swisse must innovate through research and development to maintain competitiveness, moving beyond reliance on brand equity and marketing [31]. - The ability of Health and Happiness Group to rejuvenate Swisse and cultivate new growth avenues will be crucial for navigating future challenges [32].

今天分享的是：2025营养保健新增长：七大人群深度拆解与运营策略解析报告 报告共计：31页 营养保健行业新增长与B站营销战略解析 《营养保健新增长:七大人群深度拆解与运营策略解析》报告指出，健康消费正从医学界定的静态结果，演变为融合功能、情 绪、圈层与价值的动态生态。Z世代主导的健康认知重构，推动行业进入以用户为中心的精细化发展阶段。 行业层面，营养保健品市场稳健增长，医疗健康零售大盘持续扩容，但产品同质化、内容信任不足等挑战凸显。用户需求已从 单一功效满足，升级为涵盖安全品质、情绪安抚、圈层认同的多元诉求，90后健康诉求前五名依次为身材管理、皮肤健康、头 发健康、肠胃消化健康和内分泌调理，情绪价值在消费决策中的权重显著提升。 消费行为呈现三大特征：消费边界柔化，健康产品融入日常生活；动机从功能满足向情感慰藉、圈层认同延伸；表达形式丰 富，社交分享、理性测评等让健康消费成为身份认同的载体。基于此，报告划分出七大核心消费人群：精益养护党、压力代偿 派、家庭守护官、新传统养生派、体能革新派、悦己美学人、元气充能族，涵盖不同年龄、性别与生活方式，各人群在产品偏 好、内容需求上呈现鲜明差异。 B站成为健康品牌营销的核 ...

| | | I | | | | | | | --- | --- | --- | --- | --- | --- | --- | --- | | 首页 | 机构概况 | 新闻动态 | 政务公开 | 政务服务 | 政民互动 | 阳光药监 | 〇 请输入您搜索的内孙 | 特此通告。 黑龙江省药品监督管理局 2025年12月16日 附件 根据《国家药监局 农业农村部 国家林草局 国家中医药局关于发布<中药材生产质量管理规范>的公告》（2022年第22号）和《黑龙江省药品监督管理局 黑 龙江省农业农村厅 黑龙江省林业和草原局 黑龙江省中医药管理局关于推动实施<中药材质量管理规范>的通告》的要求，2025年11月25日至11月27日，我局 组织对黑龙江葵花药业股份有限公司基地开展延伸检查（中药材符合性检查），结果为符合GAP要求。 中药材GAP符合性延伸检查结果 | 被检 | 被检查 | 中 药 | | 基地面 | | 经纬度 | 本次检 | 检 查 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 查 | | | 基地建 | | 基地地 | | 查预 ...

Core Viewpoint - Swisse has successfully navigated a decade of growth in the Chinese health market, evolving from an Australian brand to a global health leader, leveraging local insights and consumer trends to enhance its brand positioning and product offerings [5][10]. Group 1: Company Growth and Market Position - Swisse entered the Chinese market in 2015 and has since become a pioneer in the nutrition industry, achieving significant milestones through strategic adaptations to local consumer preferences [5][6]. - The brand capitalized on the rise of cross-border e-commerce and the growing trust in overseas products, leading to a substantial increase in visibility and sales from 2016 to 2018 [6][7]. - By 2019, Swisse transitioned to a localized brand strategy, launching multiple product lines to cater to diverse consumer needs, resulting in a top ranking in the online VHMS market in China [7][9]. - In 2023, Swisse announced the "Swisse Mega Brand" strategy, achieving over 1 billion AUD in global sales and becoming the top nutrition brand in China [9][10]. Group 2: Consumer Insights and Product Innovation - Swisse's product development is driven by a deep understanding of evolving consumer health needs, shifting from basic supplementation to personalized, age-specific nutrition [12][15]. - The brand emphasizes a "natural health" philosophy, aligning its product offerings with consumer lifestyles and fostering emotional connections with its audience [12][13]. - Swisse adheres to a "three truths" principle—genuine reputation, proven effectiveness, and safety—ensuring high-quality products that resonate with consumers [15]. Group 3: Strategic Partnerships and Future Outlook - The company emphasizes long-term partnerships and product quality, aiming to build a collaborative ecosystem with stakeholders [18][22]. - Swisse plans to continue innovating based on consumer insights, reinforcing its commitment to scientific validation and compliance while enhancing brand and channel synergy [19][22]. - The leadership expresses confidence in navigating future challenges and opportunities in the health market, focusing on sustainable growth and high-quality development [22].

入华十年，Swisse斯维诗想定义健康消费新范式 过去十年，堪称是中国新消费赛道高速发展的十年。作为其中的代表性领域，中国营养健康市场也经历 了从野蛮生长到监管趋于规范，消费者信任缺失到开始追求品质的变化。 大浪淘沙的阶段，入局者数不胜数，都渴望在这片潜力巨大的蓝海市场中抢占先机。如今回看产业的发 展历程，一个颇为有趣的现象是，在消费者心中建立起深度联结和信任的，似乎并不只是一些长期深耕 本土的传统品牌，还有不少年轻的"外来者"。 成长于澳洲的Swisse就是其中的一个。 这家有着"外来基因"的营养品品牌，在十年间一路突破了地域认知壁垒、消费习惯差异等多重挑战。据 健合集团相关信息，如今，斯维诗在国内维生素、草本及矿物补充剂（VHMS）的市场排名已位居第 一；此外，2025年前三季度，集团的成人营养与护理品（ANC）板块收入达到52.4亿元。其中，斯维诗 中国市场业绩同比增长15.7%，贡献了近七成的销售额。 12月8日，Swisse在广州开展了主题为"聚力共赢 稳健增长"的十周年合作伙伴大会。大会上，斯维诗表 示将继续通过"核心专业品类深化"与"新兴赛道拓展"双轮驱动，更全面、精准地满足消费者日益多元的 健 ...

过去十年，堪称是中国新消费赛道高速发展的十年。作为其中的代表性领域，中国营养健康市场也经历了从野蛮生长到监管趋于规范，消费者信任缺失到开 始追求品质的变化。 大浪淘沙的阶段，入局者数不胜数，都渴望在这片潜力巨大的蓝海市场中抢占先机。如今 回看产业 的 发展 历程，一个颇为有趣的现象是，在消费者心中 建立起深度联结和信任的，似乎并不只是一些长期深耕本土的传统品牌，还有不少年轻的 "外来者"。 成长于澳洲的Swisse就是其中的一个。 这家有着 "外来基因"的营养品品牌，在十年间一路突破了地域认知壁垒、消费习惯差异等多重挑战。据健合集团相关信息， 如今， 斯维诗 在 国内维生 素、草本及矿物补充剂（ VHMS） 的 市场 排名 已位居第一 ； 此外， 2025年前三季度，集团的成人营养与护理品（ANC）板块收入达到52.4亿元。 其 中，斯维诗中国市场业绩同比增长 15.7%，贡献了近七成的销售额。 12月8日，Swisse在广州开展了主题为"聚力共赢 稳健增长"的十周年合作伙伴大会。大会上，斯维诗表示将继续通过"核心专业品类深化"与"新兴赛道拓 展"双轮驱动，更全面、精准地满足消费者日益多元的健康需求，实现品牌 ...

Core Insights - Swisse has celebrated its 10th anniversary in the Chinese market, emphasizing its commitment to exploring new opportunities in the health sector with partners [1][4] - The company has successfully transitioned through three phases of market engagement, adapting to consumer needs and market trends [2][3][4] Group 1: Company Growth and Strategy - Swisse entered the Chinese market in 2015 and has since maintained a strong focus on local consumer health trends, promoting a brand ethos centered on "movement, nutrition, and mindfulness" [1][3] - The brand capitalized on the rise of cross-border e-commerce and the trust in overseas products, launching popular items that resonated with young consumers, leading to significant growth from 2016 to 2018 [2][3] - In 2019, Swisse began its localization transformation, launching multiple sub-brands to cater to diverse consumer needs, achieving the top position in the online VHMS market in China [3][4] Group 2: Market Position and Future Outlook - In 2023, Swisse introduced the "Swisse Mega Brand" strategy, marking its entry into a multi-brand and multi-category development phase, achieving over 1 billion AUD in global sales [4][5] - The brand has become the top nutrition brand in China by mid-2025, reflecting its dual growth in both global and Chinese markets [4] - The leadership of H&H Group emphasizes ongoing product innovation driven by consumer insights and a commitment to quality and compliance, aiming for high-quality development in the health sector [5]

12月8日，以"聚力共赢 稳健增长"为主题的2025 Swisse斯维诗合作伙伴大会在广州隆重召开。2025年是 Swisse斯维诗正式进入中国市场的十周年，本次大会不仅是一场对过往历程的回顾，更是一次对未来征 程的展望。在十年深耕与积淀的基础上，Swisse斯维诗以真口碑、真有效、真安全的品牌内核，通过战 略发布、经验分享与深度对话，向一路鼎力支持的全体合作伙伴致以诚挚谢意，致力与合作伙伴携手探 索大健康领域的新机遇、共克新挑战。 十年淬炼两度飞跃，从澳洲品牌到全球健康引领者 2018年，跨境电商行业发展逐步走向规范化。Swisse斯维诗于2019年正式开启了国际品牌到本土化转型 的2.0时代，彼时，"健康中国"战略的持续深化促使消费者健康意识大幅提升，Swisse斯维诗精准洞察到 消费者关注内在健康与节奏的真实需求，将营养品打造成生活时尚单品，同时推出了儿童自然营养品品 牌 Little Swisse小小斯维诗、年轻人的及时营养搭档Swisse Me、超高端细胞营养抗衰品牌Swisse PLUS 三大品牌多个品类，满足不同人群的精细化营养需求。同期，Swisse斯维诗取得了中国内地线上VHMS 市场排名N ...

熬个夜第二天就心慌；吃个火锅就拉肚子；办公室坐一天浑身酸痛……这是不是你的生活日常？ 眼下，越来越多人用"脆皮"自嘲。有人是"职场萌新脆"，爆痘与胃痛是常态；有人荣升"顶梁柱脆"，失眠与腰酸如影随形；还有人纯属"天生脆皮"，小病 小痛见缝插针。 可以说，健康的人总是相似的，"脆皮"人却各有各的小毛病。 近期，第一财经商业数据中心（CBNData）发布的《"脆皮"潮下的健康突围 ACE止脆方案》（以下简称《方案》）*显示：认为自己自带"脆皮"属性的受 访者，占比高达96%。 在习惯、情绪、环境的三重夹击下，88%的人开始选择用药品、健康消费品等健康类产品积极自救。当健康成为价值观、世界观、人生观之外的"第四 观"，年轻人正在用一套全新的逻辑，认真管理起自己的身体。 吃药可社交？ 凌晨1点，25岁的设计师小林在完成方案后，选择提前一小时服下感冒药。她在社交平台发帖，"大夫让我8点吃药，我7点吃。给病毒来个出其不意"。 人们除了在评论区调侃她"这是给身体来把高端局"外，还讨论起提高免疫力的健康消费产品和效果。如今，年轻人不再盲目听从单一权威的教育，而是构 建着多元验证的健康信息决策体系。 这套决策逻辑的第一个环节， ...

三是技术驱动的数字化与智能化。智能手环、健康APP等数字工具，将健康监测与管理无缝嵌入日常生 活。它们不仅是数据记录工具，而且通过与AI结合，进化为早期健康风险的"监测哨"和个性化生活建议 的生成器，构成了"数字健康"新赛道。 一系列变化为品牌发展指明了新方向。对企业而言，应深刻理解"真诚是最好的商业模式"，摒弃炒作概 念、制造焦虑的短期行为，沉下心来投入研发，凭借扎实的科技支撑和可靠的产品体验，真正满足甚至 超越年轻一代消费者对健康生活的期待，才能在这片蓝海中建立持久的竞争力。 一是产品形态的轻量化与场景化。传统滋补品一改厚重形象，以"即食燕窝""冻干灵芝精华"等形态融入 消费者的生活，催生了"功能零食""便携滋补品"等新品类，以及与之配套的"办公室健康轻食""居家轻 健身装备"等细分市场。 二是服务模式的个性化与订阅化。健康消费不再局限于实物产品，更延伸至个性化的服务。从按月定制 的健康餐食到一对一的在线健身指导，其核心是为用户提供持续优化的健康解决方案。 购买护肝片、定制健康餐食、参加健身课……当下，越来越多年轻人正以极大的热情投入健康管理。他 们虽然常以"脆皮"自嘲，却也用实实在在的消费，构建起一套全 ...