Core Insights - The cross-border health supplement market has become a significant development direction in the health supplement industry, primarily operating through general trade and cross-border e-commerce, with the latter being more attractive due to advantages in entry qualifications, tax costs, logistics efficiency, success rates of popular products, and product premium pricing [1][2] Market Overview - The cross-border health supplement market in China has evolved from personal purchasing to a structured market, with a scale exceeding 50 billion RMB. By 2024, the import value of health supplements is projected to reach 7.75 billion USD, approximately 55.8 billion RMB [1] - Major brands in the cross-border health supplement sector, such as Swisse, Jin Kaiser, WHC, and others, are expected to dominate sales during major shopping events like Double Eleven [1] Operational Models - General Trade: Requires compliance with Chinese laws and safety standards, involving strict inspection and quarantine processes for imported health supplements [2] - Cross-Border E-commerce: Allows consumers to purchase foreign products through e-commerce platforms with less stringent regulations, focusing on personal use and original quality standards [2] Competitive Advantages - Product Side: Cross-border health supplements benefit from a younger consumer demographic and a higher recognition of overseas brands, with a trend towards natural ingredients and actual content [3] - Marketing Side: Platforms like Douyin enhance the marketing of health supplements by addressing trust and awareness issues, facilitating consumer purchases [3] Regulatory Environment - The government has intensified regulation across the entire supply chain of cross-border health supplements, ensuring quality and safety from production to sales, particularly in key areas like bonded warehouses and e-commerce platforms [3] Investment Opportunities - Companies to watch include: - Baihe Co., focusing on cross-border business development [4] - Xianle Health, benefiting from multi-channel growth in cross-border e-commerce [4] - H&H International Holdings, with Swisse Plus showing significant growth and profitability [4]