China's sports nutrition industry tends to "vertical segmentation and cross-border integration"

statistics show that
2009
-
In 2015
, China's sports nutrition industry is growing at an average annual growth rate of about
25%
, and is expected to reach
46
billion yuan by
2020
. Recently, sponsored by the China Food Science and Technology Association, the Asian Sports Health and Nutrition Society and other organizations, the China Food Science and Technology Association Sports Nutrition Food Branch, Zhongguancun Intelligent Sports Health Industry Alliance hosted the Beijing International Sports Nutrition and Health Industry Development High-Level Forum and the first Asian Sports Nutrition and Health Science Conference held in Beijing. From the United States, Australia, South Korea, Singapore, Thailand, Malaysia, Taiwan and other countries and regions of sports, nutrition and medicine and other fields of domestic and foreign experts and entrepreneurs attended the meeting. Experts pointed out that
,
In recent years,
,
with the impact of social, policy, economic, scientific and technological changes, more and more cross-border influx, prompting the sports nutrition industry is moving towards the
vertical segmentation" and
disstrial integration" trend of rapid development. After
more
more than 20 years of cultivation, the sports nutrition industry in China is ushering in a thick and thin hair opportunity period.
globalSports nutrition food market is developing at aexperts, in recent years, the global sports nutrition food market is developing at a high speed.
2014
global sales of sports nutritious foods increased by about
55% year-on-year
compared to
2009
.


Grace Harris
of HILMAR Dairy in the United States, introduced the market situation of sports nutrition foods in the United States using nutrition bars as an example.


2016, the U.S. nutrition bar market,
including cereal bars, cereal bars, energy bars, protein bars, and more, is expected to reach $
83
billion in sales,
Grace Harris
. Over
past
, the average annual growth rate has reached
7%
. At the same time, more and more functional ingredients are being applied to these rod products, such as dietary fiber, unsaturated fatty acids, vitamins and minerals. In addition, consumers are pursuing clean labels, natural, organic, non-GMO and low sugar selling points. In terms of market share, General Mills
General Mills
, Kellogg
Kellogg
'

, Cliff Energy Bar
Cilf Bar,
has a market share of more than
50%
.national sports nutrition industry to
25% or so of the annual growth rate of
stripping" Meng Suho, president of the China Food Science and Technology Association, said in his speech, in China, sports nutrition food started in the late
80s
, its representative products are known as "Oriental Magic Water" Guangdong Jianlibao beverage;
10 years after

in 1994
, the national standard for sports drinks was born,
in 1998, the domestic sports nutrition food industry development of the iconic enterprise - Corbett Sports Technology Co.,
Ltd. was established, this is China's sports nutrition and food science, the first intersection of the two university departments in one enterprise.
In
, 2015, under the guidance of the increasing market demand, a group of outstanding scientists and entrepreneurs represented by Professor Yang D'An and Bai Houying jointly carried the banner of China's sports nutrition food, cultivated their own brand in the development of the last
20
years, and led the development of the industry. Statistics show that China'
s sales of sports nutrition food increased from
112
billion yuan in 2005
to
1.5 billion yuan in
2015.

2015
36
.4%
compared to 2014
sales of

1.14 billion yuan, well above the average growth of
6.4%
in China's food industry over the same period.Meng Suho pointed out that China's sports nutrition food industry is currently in a vigorous growth. However, as far as the overall development pattern is concerned, in the face of the accelerated gathering of China's huge sports population, in the face of China's entire health industry development is huge and diversified needs, it is still thin, trace. Meng Suho believes that after more than
20
years of cultivation, sports nutrition food industry in China will usher in a thick and thin hair opportunity period, china's food industry has become an important sector of health transformation. "Innovation and development is an issue that has always been faced in the growth of the industry, and 'honoring the ideal' is a tribute to the pioneering, innovative and adhered to the industry by sports nutritionists." Meng Suho said., chairman and general manager of Beijing Combite Sports Technology Co., Ltd., said that China's sports nutrition industry is growing rapidly.
2009

2015
, China's sports nutrition industry is growing at an average annual growth rate of
25%
. It is
that by
2020, the size of the sports nutrition industry will reach
4
6 billion yuan.
2014
, China's sports nutrition food sales increased by about
175%
compared to
2009
, about
3
times the global growth rate.with the vigorous rise of China's national fitness movement, more and more sports nutrition brands at home and abroad into China's sports nutrition market, multi-brand competition pattern formed.Bai Hou zeng said that the development of China's sports nutrition industry has been raised from simple sports nutrition to the level of sports science and technology and health management, from a single product development, manufacturing to professional sports training solutions and then expanded to mass scientific fitness solutions. At present, China's technological innovation in sports nutrition products shows a segmentation trend, subdividing groups include professional sports groups, youth sports groups, running people, fitness and bodybuilding groups and outdoor sports groups.Bottleneck The domestic sports nutrition industry is still relatively closed said Dr. Yi Jiandong, dean of the Sports Business School of the National Development Research Institute of Peking University, who gave a speech entitled "Sports and health in the vision of the integration of sports nutrition industry." Yi Jiandong cites data from a report entitled "World Sports Nutrition Market -
2014
-
2020
Opportunities and Forecasts": Global Sports Nutrition,
2020
the market will reach
33.
billion, with a compound annual growth rate of
7% from
2015 to

. In terms of products, sports drinks and food will be the focus of the business layout, protein products will have more new tricks, in terms of consumers, athletes, especially young male athletes, will continue to dominate the market, but its proportion will face more dollars of consumer food, in the region, North America will undoubtedly be the number one market, but the Asia-Pacific region is expected to rise in the future. E Jiandong also talked about a strange phenomenon in the industry, that is, sports and national health, sports and national fitness of the two "non-integration", health sports nutrition industry is still more closed, the urgent need to learn from foreign experience to accelerate the integration of sports and comprehensive health. He highlighted the successful experience of how sports health in the United States integrates with national fitness, and believes that the state of human health and vitality is the most free and harmonious state, and that China has entered the era of leisure and recreation, and that "to exercise to be healthy" has become an inevitable trend. The change cross-border forces into China's sports nutrition industry as a sunrise industry, sports nutrition industry in recent years has attracted the attention of other industrial giants of the capital, Ali, JD.com, Suning, LeEtico, Evergrande and so on have cross-border entry.
Statistics show that in 2015
, sports start-ups financed RMB
70
billion, while
financed more than RMB
10
billion in the first quarter of 2016-
alone, surpassing the
for the whole of
2015. forum, Ali, JD.com, Goo and
GIO
Huaxing Holdings Group and other enterprises related to the relevant people also made a corresponding analysis of the sports nutrition industry. From the investor's point of view,
GIO
Huaxing Holdings Group founder and president Ge Xiaosong is very optimistic about sports nutrition, a blue sea industry, and as a key industry investment layout. Ge Xiaosong pointed out that

2013, the global sports output value was
7.5
trillion yuan, accounting for
GDP
accounting for about
2.2%
, while China's sports industry output value
357.
billion yuan, accounting for
GDP
proportion of only
0.6%
, there is considerable room for improvement. as a vertical segment of the road running industry under the big health industry, is the focus of attention in recent years. As a representative enterprise of Jie's venture in this field, Mr. Liu Yulong, Vice President of Goo-Goo Sports, analyzed how to realize e-commerce, how to obtain big data traffic, and The problems of how to serve users in various sub-areas of sports in the era of mobile Internet also show the changes that have taken place in the information express of sports health industry products and enterprises on the mobile Internet, and also let people see the rapid development of the mobile social platform of the sport, which provides a model for the integration of sports health industry and the Internet. " user's consumption behavior on the Internet belongs to the 'planned consumption', precisely the sports nutrition as the representative of the large health products are very consistent with this characteristic. Wei Kai, general manager of the medical and health division of JD Mall, pointed out when he shared the topic of "how the big health industry uses the Internet

". Wei Kai believes that JD.com's future health cloud platform for the large health industry to build a complete data chain and a number of terminal entrances, relying on JD.com over the years in the medical health and sports and other areas of the accumulation of big data, can quickly help the sports nutrition and health industry more efficient reach user groups
,
more accurately grasp user needs
,
more continuously create value for users. Wei Kai said JD.com is willing to work hand in hand with sports nutritionists in a diversified way. Pointpoint Yang D'Ayi, President of the Asian Sports Health and Nutrition Society - Edent promotion and regulatory lag are the two major difficulties facing the domestic sports nutrition industry During the forum, the reporter interviewed Yang Dyi, president of the Asian Sports Health nutrition Society, one of the organizers. Yang said that the platform of the two-yearly High-Level Forum on Sports Nutrition represents the level and scale of China's sports nutrition community and is also a good opportunity to promote and learn from the international community. When the reporter asked what level of development of China's sports nutrition industry in Asia

Yang should be proud to say
,
from the perspective of the whole of Asia

countries sports nutrition industry development is not balanced, and in terms of research, or industrial applications, China's sports nutrition industry development is in the forefront. about China's sports nutrition industry, Yang Eryi believes that the pace of development should be accelerated, the two major problems to be solved in the future are education promotion and lag in regulations. At present, the people's awareness of sports nutrition is not yet in place. Happily, through years of efforts, under the organization of the Sports Nutrition Branch of the China Food Science and Technology Association, more than
,000 sports nutritionists have
trained. At the same time, nutrition industry regulations lag the problem can not be ignored, production enterprises also lack specific operating norms. Beijing Combite Sports Technology Co., Ltd. Chairman and General Manager Bai Houzing - China's sports nutrition industry is in a clear "value depression Beijing Combite Sports Technology Co., Ltd. Chairman and General Manager Bai Houzian told reporters that it is estimated that in
2016
, China's large health industry size will be close to
3
trillion yuan, to reach the world's first. And one of them