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1、Global Market for Herbal Products 全球草药市场,2007.6,卡尔 Carl Jaramillo,The Global Market,Diagram 1 - Overview of the Different Sub-Sectors of the Herbal Industry. (Adapted from Denzil Phillips International Ltd. UK),Tibet Vacation Package: Message and Spas Nature Tourism Cultural Tourism Tours of Qizheng
2、s farms & factories,Multi-level Marketing (MLM): Selling exclusive high-end line of Tibetan health and wellness products,Traditional Marketing: Selling medium-level line of Tibetan health and wellness products,Customer: - Extremely loyal, want to consume more, what to go to Tibet to connect with the
3、 Brand,Customer: - Extremely loyal, want to consume more, what to go to Tibet to connect with the Brand,Customers who have gone on tours are loyal for life,体验营销策略,西藏度假套餐: 按摩和SPA 天然旅游 文化旅游 奇正旅游 农场和工厂旅游 展示奇正产品已 工艺品制造,有直销的方式销售高端的西藏健康产品,销售中档的健康产品,客户: - 非常忠实、并想消费更多、并想去西藏会与品牌联系,客户: -非常忠实、并想消费更多、并想去西藏会与品牌联
4、系,度假时时的客户往往 会使产品永远的真实客户,用传销的形式从来西藏旅游的体验过产品并的忠实客户发展直销会员,让感兴趣的客户加盟奇正产品和西藏旅游的传销队伍,吸引和刺激高端客户去西藏旅游,健康食品商店西藏食品 高端专业/专卖商店 邮寄 网络销售 奇正多种产品,用现有的方法营销,Vacation,MLM,The Global Market 全球市场,The Herbal Products industry comprises a number of inter-related sub-sectors including:草药行业包括如下子行业 Medicines 药品 Herbal Teas 茶
5、 Functional Foods 功能性食品- foods that encompass potentially healthful products including any modified food or ingredient that may provide a health benefit beyond the traditional nutrients it contains. Functional foods can include foods like cereals, breads and beverages which are fortified with vitami
6、ns, herbs or nutraceuticals 比传统营养食品能提供年更多的健康益处如富含维生素、草药和天然品的麦片、面包和饮料,The Global Market, Cont.,The Herbal Products industry comprises a number of inter-related sub-sectors including: Nutraceuticals - any substance that may be considered a food or part of a food and provides medicinal or health benefi
7、ts, including the prevention and treatment of disease. 天然品-任何成分可作为食物或食物的一部分顾客提供防治疾病的医学好处的物质 Flavors and fragrances 香料和芳香剂 Aromatherapy - These oils can be added to a bath, massaged through the skin, inhaled directly, used with teas, or scented in a room. This therapy is intended to relieve pain, car
8、e for the skin, and alleviate tension and fatigue.香料按摩，香精油可用于沐浴、按摩时用于皮肤，直接吸入、加入茶或洒在屋中，这种治疗可以消除疼痛、保护皮肤并消除紧张和疲劳 Culinary herbs and spices 烹饪用草药和香料,The Global Market,The global trade in herbals has an estimated value of US$12 billion, with trade in crude medicinal plants exceeding US $800 M and trade i
9、n herbal extracts and semi-finished raw materials exceeding US $8 billion. 全球草药市场估计120亿USD，草药种植超过8亿USD，提取物和半成品超过80亿USD,The Global Market,The main product areas within the Herbal sector in an international context include:主要产品类 Pharmaceuticals valued at about US$8 billion 一医疗用药80亿USD Medicinal and Ar
10、omatic plants, 医用芳香植物 Medicinal and Vegetable Saps and Extracts, 医用蔬菜汁 Vegetable Alkaloids - Nitrogen-containing chemicals (such as caffeine) that are produced by plants but have effects in humans and animals 生物碱-如提取的咖啡因、茶精等队人及动物兴奋性作用 Spices and Herbs valued at US$3 billion in 2002. 草药与调味品30亿USD（200
11、2） Cosmetics valued at about US$1.5 billion in 2002. 药品化妆品15亿USD（2002）,US Consumer Sales Channels 销售渠道,Retail stores 零售店 7,200 natural food stores： 7，200个天然食品店 7,800 nutrition supplements stores ：7，800营养补充品店 高端专业超市：约1万家 Mass market 大众市场 30,000 supermarkets：3万家超市 100,000 grocers, drug stores, etc：10万
12、个杂货店和药店 Direct sales 直销 Mail order: 300 catalog companies：邮购：300家有产品目录的公司 Multilevel marketing: 240 companies：传销：240家公司 Medical and alternative health practitioners 辅助和可替代的医疗行业/人员 互联网销售,Major Players Importers 主要进口国,Top Importers of Crude Medicinal Plants (Source: UNCTAD/GATT 1997),Major Players Exp
13、orters 主要出口国,Major suppliers of Crude Medicinal Plant products to European Markets,What Constitutes the Global Herbal Market 全球草药市场的组成,In the EU medicinal plant trade is largely conducted through Germany (42%), France (25%), Italy (9%) and UK (8%). 欧洲42%在德国、法国25%、意大利9%、英国8% New emerging markets (glo
14、bally) include Brazil, Argentina, Mexico, India, China and Indonesia 新型市场有巴西、墨西哥、印度、中国,What Constitutes the Global Herbal Market,Major suppliers of Crude Medicinal Plant products to European Markets,Medicinal and Aromatic Plants (MAP) 医用芳香植物,Top Selling Medicinal Plants in Europe (Source: M.K. Eaves
15、, 1998),Trends 趋势,Value-added products such as: 有价值的产品 teas, 茶 soaps, 肥皂 juices, 水果汁 cosmetics and extracts (medicinal, flavors and fragrances)医用化妆品. For example, the market has grown for laxatives in Europe and US. 肌肉放松剂在美欧销售增长 Therefore, India and China have restricted export of senna leaves and p
16、ods to encourage production of sennosides, which yields a higher price 印尼和中国限制出口番泻叶和扁豆类，这样使其生物碱价格上升,Herbs and Spices 草药调味品,It is becoming more common for medium and large producers/exporters in developing countries to trade directly with the manufacturer/importer in the consumer market. There is a move away from dealing with small producers and brokers. 发展中国家的中大型生产商已成为较稳定的供应商，贸易商已出局 Importers are looking for high quality, high volume and consistency in
