With the improvement of people's health concept, more and more people choose to buy health care products, so the market has been growing steadily. This project is to make a juicer that can perform biological fermentation. The juice squeezed by this juicer After fermentation, it has a higher concentration of sulforaphane and is simple and fast. It can be used repeatedly as a health product and is very affordable.
At a low price, this juicer becomes a people-friendly product. Everyone in a small household can have one, thereby reducing the incidence of colorectal cancer and achieving a preventive effect. On this basis, it can be improved into different styles to add different functions. The result is a beautiful and functional home juicer.

The main differences between our juice machines and other juice machines are biological fermentation and low price. At least there are no juice machines on the market that can carry out biological fermentation. And because our cost is very, very low, we also want everyone to buy it. For our product, we have set the price very low. You can buy it in about two digits, which is not available in juice machines.

We use safe and reliable chassis microorganisms, strictly adhere to safe production standards, and design suicide gene technology to ensure that our products are not only innovative but also meet consumer needs and safety standards.
For more details, please refer to our Security Wiki page.
https://2023.igem.wiki/thinker-china/safety

Short-term goals

 enhance product competitiveness in the market, accelerate development, operate network, and market products

Ambitious goals

system innovation, development of independent brands, enhancement of brand competitiveness, and development towards industrial grouping

Target market

health care products market

requesting research

consumer research questionnaire

consumer research

There are 186.46 people per 100,000 people in the world suffering from colorectal cancer. However, health products for the prevention and auxiliary treatment of colorectal cancer are few and expensive. The treatment methods for colorectal cancer include cellular immunotherapy (the latest ), chemotherapy, surgery (anus-preserving surgery for rectal cancer) but very difficult, new drugs (but they are basically resistant), dendritic cell vaccines, lifestyle improvements and other measures...

Types of health care products purchased by Chinese consumers
There are three main groups that consume health care products for rectal cancer: families with children or the elderly, people after early-stage colorectal cancer surgery, and young people who often drink and socialize. For the elderly and children (who are relatively young) who are inconvenient to chew, fruit juice will be better as a health product. People in the early stages of colorectal cancer surgery need juice with high concentrations of sulforaphane to help them recover, and for those who often drink and socialize For young people, making a cup of juice that can help them prevent colorectal cancer simply and quickly can keep them healthy within a limited time and satisfy their following of the current mainstream Internet (health-preserving trend)
Data from iiMedia Research shows that China’s health care product market is expected to reach 328.2 billion yuan in 2023 and 423.7 billion yuan in 2027. Data shows that the disposable income of Chinese residents continues to grow, but the level of medical care consumption expenditure is still at a low level. At a lower level, residents' per capita health care consumption expenditure in 2022 will be 2,120 yuan, accounting for 5.75% of per capita disposable income. . As a leading company in the health care products industry, Infinitus attaches great importance to investment in research and development technology, and its scientific research strength has steadily improved. As of September 2021, Infinitus has applied for a total of 1,173 patents and granted a total of 633 patents. In the early days, China's health care products industry was in the early stages of development and was not yet mature at the production level and market supervision level. A large number of overseas brands poured into the Chinese market and occupied most of the market share. Until 2020, due to the impact of the epidemic and the support of relevant policies, people are paying more and more attention to health, and China's health care products market has reached a period of development and opening up.

Patients undoubtedly have several problems with these measures: the risks are too high and the price is too expensive.

Documentation:
http://www.china-gisj.com/uploadfiles/2023/06/20230609162806335.pdf

Health Food Management Act:http://law.foodmate.net/show-1637.html
Necessary animal or human functional tests have proven that it does have health care functions
Products must meet food hygiene requirements and have clear functional ingredients
 Advertisements on labels and instructions must not promote therapeutic effects, be excessively influential, or place false advertisements.
Food Safety Law:http://law.foodmate.net/show-1637.html
Food processing machinery:https://members.wto.org/crnattachments/2020/TBT/CHN/20_5661_00_x.pdf

There are very few health products for colorectal cancer. One of the available products is Ganoderma spore powder, but it is expensive and a one-time consumable.
There are many domestic manufacturers and types of Ganoderma lucidum products. As of the end of December 2018, there were 187 Ganoderma lucidum and Ganoderma lucidum spore powder products with drug approval or health food approval, and 1,157 Ganoderma lucidum spore powder products. However, no brand with national influence has yet been formed in the market. Most of them are regional brands, such as Shouxiangu, Nanjing Zhongke Group Co., Ltd., Fujian Xianzhilou Biotechnology Co., Ltd., etc. Out of trust in brand products, consumers mostly purchase them through time-honored pharmacies, brand-operated stores or chain pharmacies, and some consumers purchase them through supermarkets. The vast majority of Ganoderma lucidum and Ganoderma lucidum spore powder sold on the market are artificially cultivated, mainly deep-processed products. my country's Ganoderma lucidum spore powder industry is developing rapidly, and the growth rate is much higher than that of Ganoderma lucidum fruiting body products. According to Minai.com data, Ganoderma lucidum spore powder ranks first among Chinese patent medicines whose terminal sales in urban physical pharmacies in China are expected to exceed RMB 100 million in 2021 with a growth rate of more than 10%, with an expected growth rate of as high as 83.86%. Ganoderma spore powders on the market are mainly ordinary Ganoderma spore powder and Ganoderma spore powder (broken). Studies have shown that the medicinal value of Ganoderma spore powder (broken) is significantly higher than that of Ganoderma fruiting bodies and unbroken Ganoderma spore powder. Nowadays, It has become a mainstream product on the market.

Other competitors such as Joyoung's juicers are convenient, fast and have a self-cleaning function, but they have not released a juicer with a fermentation function.
The Joyoung brand has obvious competitive advantages, ranking first in both online and offline channels. Data shows that in my country's online juicer channels in 2020, the Joyoung brand accounted for more than half of the market share, accounting for 50.25%; in offline channels, the Joyoung juicer brand accounted for 29.63% of the market.

Target market survey:

The global market size is expected to reach 328.2 billion in 2023
The market structure is mainly composed of vitamins and dietary fiber nutritional supplements
Because the aging of the population is accelerating and the current trend among young people is to maintain health, it is predicted that there will be a higher level of growth.
Larger foreign health care product manufacturers: Ayanda, Lipa, Pharmavite
Larger domestic health care product manufacturers: Xianle Health, By-Health, Weihai Lily
Risks: Administrative consolidation, price fluctuations of core raw materials
When By-Health first entered the VDS market, it chose the non-direct sales market. With its first counter + nutrition consultant model, By-Health quickly increased its share of the drug store market. In 2019, the reform of medical insurance policies and the tightening of supervision in the health care products industry will have a greater impact on By-Health, which uses pharmacies as its main channel. Currently, BY-HEALTH is actively optimizing its online channels, trying out new channel possibilities, and targeting consumer groups.

The Swisse brand was born in Melbourne in 1969. It is Australia's leading natural health brand in terms of sales. It was acquired by H&H Group in 2015. At present, Swisse's revenue mainly comes from three major markets: local sales in Australia and New Zealand, overseas purchasing in China, and direct sales in China. According to H&HGroup's financial report, Swisse's ANC unit maintained growth in the first three quarters of 2022, with revenue reaching 3.37 billion yuan, a year-on-year increase of 20.8%. Sales in the Chinese market increased by 22.8% year-on-year, accounting for 62.8% of the group's ANC sales.

Brand positioning

A juice machine designed for the petty bourgeoisie and the middle class to prevent colorectal cancer. It can help people who often drink and socialize and are at risk of colorectal cancer, middle-aged and elderly people and people with intestinal problems to prevent colorectal cancer. It also helps hospital patients and those in the early stages of post-operative colorectal cancer (key points) to perform a repair function. The main positioning is: cheap, easy to use and user-friendly.

If the target customers are the petty bourgeoisie and the middle class, they will definitely not pay a high price to buy this product (those with money have better ways to prevent it), so the price needs to be relatively close to the people and cannot be higher than 3 digits.

Market data of segmented tracks

Track 1: Chinese market - promote with the three keywords of cheap, healthy, and healthy. You cannot use too many ads, otherwise it will have the opposite effect. You can use online shopping channels for sales, such as Taobao, Tmall, and JD.com.
Track 2: Overseas Market - The price can be raised to a certain extent according to the price of goods, but it is also mainly cheap (but not too cheap). It can be made in Chinese factories and sold abroad. This can save costs and can be used for health and exercise. , weight loss meals, and white meals are mainly promoted and sold by bloggers. Online stores can use Amazon as a channel.

Marketing channel research

For target customers who focus on prevention, most of the information they receive comes from social platforms such as Douyin, Xiaohongshu, Kuaishou, and Taobao. They can find some relatively reliable bloggers (who recommend good products) or colorectal Cancer-related Weibo Vs for promotion
For target customers who mainly focus on auxiliary treatment, they are more willing to believe what doctors say, so they can cooperate with doctors and get commissions if they promote our products.

We can let Sam's or other home appliance stores (such as Hong Kong Fortress and Broadway) conduct distribution to sell our products. Pharmacies can also do it. Then we can get a commission based on how many units we sell. We can also use e-commerce. Platforms such as Taobao, JD.com, Tmall in China and Amazon abroad

User education

Because our products have the characteristics of preventing health problems, we will insert information about colorectal cancer prevention in promotions and advertisements, such as washing hands frequently, and the glucosinolates contained in broccoli are converted into sulforaphane in our bodies. It can prevent cancer, so we should eat more broccoli, and explain how to use our juicer in the form of a video and explain that the juice squeezed by our juicer is rich in sulforaphane.

Community Building

Create a colorectal cancer prevention community or forum to provide colorectal cancer-related information, dietary advice, etc., so that users feel more involved and belonging.

After-sales service

If the machine breaks down within 1 year or any parts are available, a new machine can be sent. If you have any problems or problems that cannot be used, you can ask the customer service lady to answer them one by one.

Traditional health care products are mainly disposable oral drugs and bottled granules, while this fermentation tank juicer is a machine that can be repeatedly used to make health care product juice at home. From the perspective of the rectal cancer health care product market, the product can It complements the scarcity of products on the market and develops toward intelligence, practicality, and aesthetics. Its functions tend to be people's health and provide better help for rectal cancer patients. As a machine, the juicer is less affected by seasons and is less affected by seasons. Income levels, living conditions, consumption concepts, and illnesses are relatively large. Unlike refrigerators, color TVs, furniture, and fermentation tank juicers, which are not necessities, users have great purchasing flexibility, and because the durability will be high, the repurchase rate will not Very high.
From the comparison of the stock of health care products, we found that the stock of health care products is relatively high in high-income areas such as Guangdong, Shanghai, Beijing, and Hong Kong. In particular, Guangdong and Hong Kong have pharmacies (stores selling health care products) all over the streets. Health care products are a sign of improved quality of life. As citizens' lives improve, people no longer blindly pursue quality of life but instead pursue physical quality. Health care products that can help people prevent diseases are becoming more and more popular, and the demand for them is also increasing. Come more and more.

 Apply for copyright, apply for patent, fully optimize, prove safety, cooperate with manufacturers, strengthen marketing and public relations relations, apply for company, intend to invest contract

Production cost: Bacterial filter membrane price (a few dozen cheaper ones are estimated to cost 30-50 yuan/ton), stainless steel price (the cheapest is 8,800 yuan/ton in Taiyuan City), blades (Taobao 40 yuan for 100 pieces), motor price (the cheapest 2 yuan each), the price of some equipment needed for temperature control (such as the cheapest single-head heating tube of temperature sensing wire costs 8 yuan),
Costs for cooperation with manufacturers/manufacturers Laboratory rental fees Laboratory supplies fees Patent application fees

Advantages

low price, low cost (estimated), no fermentable juicer on the market

Disadvantages

The juice machine market is extremely saturated. Our products are not very attractive to customers and lack the key. If technology advances, other juice machines can use our innovation to develop bio-fermentation juice machines with more performance. If If the economy is bad, no one will buy our juice machine because it is not a necessity, and the government may ban us on the grounds that our biological fermentation is unsafe.
Technology (such as automatic temperature control) and no corporate image foundation. In the health care product market, customers tend to prefer old brands and do not trust new brands.

Risks

Threat of piracy, easy to be stolen, emergencies, financial risks, increase in competitors, customers’ conservative thinking about whether to buy products is also a potential danger. Due to the uncertainty of customers, project market risks are also uncertain, and the market The difference between demand and sales forecasts also creates risks, as does the government's legal guidance on the project market.

Opportunity

In the health care product market, there are particularly few health care products for rectal cancer, which is a vacancy. Juice machines that can ferment are not available on the market. They are a new product. If the economic environment gets better, everyone will care more about themselves. health and quality of life and choose to buy our juice machine