In order to guide the healthy development of Chinese health food industry, health food development strategy and formulate appropriate management strategies in line with Chinese national conditions is imperative. While Chinese health food industry has been rapidly developed compared to previous years, but still there are many problems. So focus on brand positioning, scientific and technological investment and brand innovation to guarantee the food safety of the people effectively and meet the health needs of people, in order to promote the healthy development of health food industry and improve the international competitiveness of Chinese health food continuously.