In 2017, GnaoExcel Red Dot entered China through the cross-border e-commerce model. According to the comprehensive sales data of various platforms, GanoExcel has sold about 1 million ganoderma lucidum online by 2022, and the sales of ganoderma lucidum coffee series has exceeded 12 million cups. Who has it sold these 1 million ganoderma lucidum to?
Current situation of Ganoderma lucidum industry
Ganoderma lucidum has always been labeled as "health care products", "sky-priced" and "rare" in the inherent impression of the domestic public. The consumer population and demand are mainly based on the auxiliary treatment of the middle-aged and the elderly, which is difficult to relate to the generation z and the young. However, in recent years, with the rise of new consumer demand and consumer awareness, under the rapid change of the market, major brands have faced new opportunities and new challenges in upgrading. Similarly, if ganoderma products want to break the cycle to a greater extent, upgrading and innovation is an essential part.
However, at present, the development of domestic ganoderma lucidum industry is still relatively slow. At the "Forum on the Healthy and Sustainable Development of the Ganoderma lucidum Industry" held by the Ganoderma lucidum professional committee of the Chinese Traditional Medicine Association in 2019, some scholars compared the data of ganoderma lucidum and other traditional Chinese medicine industries: the total output value of ganoderma lucidum is about 10 billion yuan, far lower than the total output value of ginseng and panax notoginseng (both more than 60 billion yuan).
Source: GanoLab
Compared with other categories of traditional Chinese medicine, the Ganoderma lucidum industry is still in its infancy and has not ushered in an industry explosion. This is due to the backward technology of the industry, the lack of innovation in product categories, narrow sales channels and other factors.
Create the era of fresh ganoderma lucidum
Leow Soon Seng, the founder of GanoExcel Red Dot and a Malaysian Chinese mycologist, began to study the cultivation technology of Ganoderma lucidum in 1983. He selected the most nutritious "Ganoderma lucidum" as the cultivation strain. After 52 generations of breeding, the quality of Red Dot Ganoderma lucidum is stable and the content of effective ingredients is rich. After market research, he also found that ganoderma lucidum products on the market are mainly rough processed products such as ganoderma lucidum slices, ganoderma lucidum spore powder, ganoderma lucidum extract, etc. The active ingredients are lacking, and the absorption rate and utilization rate are extremely low.
In order to break through the limitations of Ganoderma lucidum rough processing products, GanoExcel Red Spot pioneered the vacuum low-temperature fresh extraction technology in 1996. After the processing procedure of 90 days of fresh extraction, 24 hours of fresh extraction, low temperature concentration below 50 ℃, and low temperature freeze-drying at - 40 ℃, a fresh ganoderma lucidum with high activity, high nutrition, and high purity was finally obtained, which greatly solved the defects of traditional ganoderma lucidum products that are not fresh and low activity, Ganoderma lucidum wall-broken spore powder, ganoderma lucidum extract, and then fresh ganoderma lucidum, thus opening the era of "fresh ganoderma lucidum" in the ganoderma lucidum industry.
Since then, around the core raw material of "fresh ganoderma lucidum", GanoExcel has successively created three series of more than 100 products, which are sold to more than 100 countries and regions, bringing high-quality fresh ganoderma lucidum products to all parts of the world.
Become the preferred brand of Ganoderma lucidum for young people
In terms of the formulation of Xiancui Ganoderma lucidum series products, GanoExcel Red Spot closely focuses on "convenience", "freshness", "nutrition", "health" and other core selling points, and fundamentally meets the needs of young women for health care products. According to the data of Tmall's business advisory platform, GanoExcel's bare spot consumer groups are mainly concentrated in developed cities represented by Beijing, Shanghai, Guangzhou and Shenzhen, mainly female consumer groups aged 18-40, and their professional identities include company employees, treasure mothers, students, etc.
In the market context of the continuous improvement of consumer groups and consumer awareness, the demand for "health preservation" in China is not only exclusive to the middle-aged and elderly. The fast-paced and high-intensity lifestyle has made more and more middle-aged and young people begin to pay attention to health issues. CBNData's "Young People's Health Care Consumption Trend Report" shows that more than 90% of the post-90s have health care awareness, and more than half of the post-90s are already on the path of health care.
Source: Young People's Health Consumption Trend Report
Such consumer groups are usually busy with work and fast pace of life. They have the need to recuperate their body and fight against aging and maintain their beauty through ganoderma lucidum. The fresh ganoderma lucidum series and ganoderma lucidum coffee series under GanoExcel Red Dot have natural organic, low fat, low calorie, zero sugar, high quality, rich nutrition and other related health characteristics, combined with the customized exclusive dietary recording tool and professional dietitians for health guidance, Thus, it captured a group of self-pleasing, high-viscosity young consumer groups and gradually broke the traditional impression of the public that Ganoderma lucidum belongs to middle-aged and elderly health care.
In the current market environment of repeated epidemic and cold consumption, GanoExcel has been able to grow against the trend and sell 1 million ganoderma lucidum in total, which not only benefits from the hard power of the brand, technology and product itself, but also benefits from the changes in the current market consumption demand. The health industry has a large market scale, with an obvious trend of high-end industry and diversified categories. GanoExcel has seized the opportunity to upgrade the Ganoderma lucidum industry and further molded it into the preferred Ganoderma lucidum brand for young people.
