Source: https://wek.ru/xvatit-li-cellyulozy-na-vsex-xudeyushhix
The past year has become a landmark for the domestic market for biologically active additives (BAA). Local producers of "patented drugs" could finally convince Russian buyers that it is necessary to choose domestic and more affordable. More precisely, the "local producer": the company "Evalar" increased its revenue by 24% in 2016. And this is taking place against the backdrop of the general stagnation of the Russian market of dietary supplements (a reduction of 1% according to the data of the DSM-Group). The fact is that "Evalar" is not just a company. This, in fact, a mirror of the modern Russian food supplements industry. Established in 1991, the company in 1992 received a patent for industrial processing of the Altai mummy - a substance of unknown origin, representing a "homogeneous mass of dark brown or black color, of elastic consistency, with a shiny surface, a peculiar smell and a bitter taste." Characteristic external signs sometimes lead to unfortunate misunderstandings, as a result of which illiterate consumers call a proprietary remedy bats excrement. But the "literate", nevertheless, persistently defend its miraculous properties, relying on the rich historical tradition of substance consumption and its use in the spiritual practices of the peoples of the world. The strangest circumstance, however, was the notion of "industrial processing technology" applied to the Altai mummy, a substance that is naturally found in nature very rarely and in very small quantities. Where did the industrial volumes come from then? This could only be guessed. However, at that time Georgian wine was produced by volumes unseen for this small republic. Real commercial success "Evalaru" brought the drug for weight loss - "Ankir-B", the production of which it mastered in 1994. This time, under the brand name, it seems, was hiding a much more common substance - microcrystalline cellulose - not processed by the body's dietary fiber. It seems that the technology of weight loss, thus, was reduced to filling the stomach with cellulose, and, consequently, suppressing the appetite. People, as they say in the people, hated cellulose in large quantities, providing profits to the Altai producer. At the same time, two more important elements of the Russian manufacturer's strategy were identified. The first - price competition with the then leader of the market for weight loss products - the notorious "Herbalife", and the second - sales through pharmacies. The fact that Ankir-B was something like Herbalife, but cheaper and qualitatively, admitted the founder of the company Larisa Prokopieva, who told how she managed to buy a batch of food microcellulose at one of the defense enterprises in Biysk. The rate for import substitution of the western "patented product" was successful. In the fact that to sell their products, "Evalaru" had to create its regional pharmacy network, you can find out on the corporate site, in the "history" section. At the same time, the main sales channel for products manufactured by Evalar, the pharmacy chains, was also identified. The company decided not to go into existing pharmacies, but to create their own. "Pharmacy system" is practically an obligatory element of the system of marketing of dietary supplements in Russia. At least those that are "creatively processed" natural raw materials. In most countries, sales of such materials in pharmacies are not possible. And it's not only and not so much in the chemist's walls, but in the basis of the positioning of dietary supplements exactly as medicines. According to the "Evalar" itself, the company controls almost a quarter of the pharmacy market of dietary supplements in Russia. Own products here are called natural medicines, and measure it in tablets and capsules. This strategy has received an additional impulse recently. In 2016, "Evalar" even reduced the cost of direct advertising, increasing the resources sent to work with pharmacy chains. Accordingly, the number of medical representatives in the regions increased by one and a half times. Medical positioning of dietary supplements is particularly strikingly contrasted with the absence of any kind of SEZ (sanitary and epidemiological conclusion). The quality of dietary supplements in Russia is checked exclusively during production. And in this sense, the Russian standards for accounting, turnover and classification of dietary supplements differ from the global practice. The mentioned difference was formed in 2010, after the government decree came into force, which determined the confirmation of the quality of dietary supplements with a declaration of conformity. It is unlikely that this established order is threatened. It seems that Alexander Prokopiev, the son of the founder of the firm Larisa Prokopieva, deals with almost all relations of business "Evalar" with the state. Since 2011, Alexander Prokopiev continuously represents the local interests in the State Duma. First of all, Altai Territory. And from the fall of 2016 - Biysk single-mandate district. Again, the Altai Territory. Where the family health factory is located. And this means that you can be calm for the state of the population. Pulp at all enough. My mummy. But the tradition, laid down in the era of the "universal mummy", continues to work until now. Today, "Evalar", for example, offers to get rid of alcoholism and from drug addiction for only 220 rubles. It is this much (on average) is a drug called "Pari Evalar" on the company's website. Under this "mysterious" (in the tradition of the 90s) the most common set of herbs (thyme, elecampane, yarrow, etc.) is hidden, flavored with vitamin C and diluted with miraculous flax seeds. And all these ingredients "reference sites" are referred to only as "active substances". As an additive to winter tea, probably. Www.versia.ru
Source: https://wek.ru/xvatit-li-cellyulozy-na-vsex-xudeyushhix
Source: https://wek.ru/xvatit-li-cellyulozy-na-vsex-xudeyushhix
