A brief analysis of the retail market for drugs used in the field of anti-wind itching in China

As a family standing medicine, small cool oil, feng oil essence, tightly tied to thousands of households. Into the summer, hot weather, mosquitoes active, with refreshing, wake up, cool, itching and other effects of the wind to stop itching external medicine ushered in its sales of the golden season.
According to the Mienet database, there are hundreds of foreign liquid approvals for domestic wind oil essentials, and more than 60 brands have been monitored in the retail market in 22 key cities. To cool oil, mint paste as the representative of the external ointment approval has more than 60, the market has more than 30 brands. Although it is a small category, there are not many market participants. (22 key cities are Shanghai, Beijing, Hefei, Ningbo, Nanchang, Nanjing, Shenzhen, Hangzhou, Changsha, Guangzhou, Kunming, Nanning, Chongqing, Wuhan, Suzhou, Zhengzhou, Fuzhou, Xi'an, Shenyang, Jinan, Chengdu and Shijiazhuang, the same between
According to the Minenet database, the size of China's drug retail market in 2017 was about 1.49 billion yuan (according to the average retail price of drugs), and in the past three years, the market size has shown an upward trend year by year, with slower growth.The share of external liquid dosage forms increased and the ointment share declined
the market for anti-air itching drugs consisted mainly of two dosage forms, namely, the external liquid led by feng oil essence and ointments dominated by cool oil, and data from 22 key urban retail markets showed that the ratio of two types of dosage forms in 2017 was about 6:4. At the same time, from the data of the last three years, the market share of external liquid dosage forms is increasing year by year, while ointments are showing a downward trend. It may be related to the market pull of fengne oil refined manufacturers, as well as the dosage form of external liquids more popular with consumers and other reasons.sales seasonal obvious
the seasonality of anti-wind itching drugs is obvious, from the nearly three-year half-year data trend, in the second half of the year have seen a clear sales peak.the wind to stop itching type of external drug TOP10 brand performance
the old name leads the market: from the TOP10 brand, the old name and foreign brands fight each other, and each wonderful. Stand out is the daffodil brand feng shui and dragon tiger brand cool oil two national old brands, old brands deep into the market for many years, brand influence and stable consumer crowd and consumption habits, forming a strong competitiveness of products, jianghu position is stable, not easy to shake.
market concentration is high: the market concentration of itch-resistant external drugs is high, top10 brand contributed 82% of the overall market share. In addition to the two national old brands, the share gap between the remaining brands is not obvious, the market competition is fierce, ranking may change at any time.
market share of fengne oil essentials increased significantly: top10 brand stroke oil essence and similar external liquid brands accounted for 7 brands, market share generally showed an upward trend year-on-year. Chinese "Dragon and Tiger brand" cool oil, Manxiu Leidong compound mint brain ointment and tiger leopard medicine chang thin jade fragrance ointment is the ointment in the three leading brands, market share performance is stable.market share of the top ten brands of wind-driven anti-itching liquid dosage form TOP10 brand
wind-driven anti-itching external liquid generally increased year-on-year, and brand concentration increased further. The top ten brands of stroke oil essence accounted for six seats, of which Shanghai Chinese pharmaceutical industry's market share of fengne oil essence grew rapidly, from 5.2% in 16 years to 10.5% in 17 years. Leading brand daffodil oil refined market share continued to rise year-on-year, after the rising star Anhui Anke Yuliang pharmaceutical industry also has a good momentum of growth.air-driven anti-wind itching external ointment TOP5 brand
wind-driven anti-itch external ointment market concentration is very high, the top five brands accounted for 95% of the market share. Among them, Shanghai China Pharmaceutical Co., Ltd.'s cool oil market share of nearly 50%, far ahead of other brands, while its market share continues to rise.sales performance of key enterprises
With the development of economy, the transformation and upgrading of consumption, the change of crowd consumption habits, foreign brands, such as the impact of new dosage forms, to the traditional old-fashioned enterprises bring important challenges. How to adhere to the brand for many years on the consistent quality, better keep pace with the times, to achieve heritage innovation, is the old-fashioned enterprises are facing an important problem.
in the retail market for anti-tickling drugs, there are two well-known old-style enterprises, namely, Shanghai Chinese Pharmaceutical Industry and Zhangzhou Daffodil Pharmaceutical Industry, galloping the market for decades, the style is still the same. From the 2017 manufacturer market share ranking, Shanghai Chinese Pharmaceuticals market share of about 20%, Zhangzhou daffodils pharmaceutical market share of more than 15%, far ahead of other manufacturers, is the two major strengths in the category.I, Shanghai China Pharmaceutical Co., Ltd.
Shanghai China Pharmaceutical Co., Ltd. was founded in 1911, is a hundred-year-old production plant, but also the domestic wind-driven itch-type foreign products leading enterprises. There are "Tiantan brand" and "Dragon Tiger brand" two major trademarks, "Tiantan brand" cool series of products to export-oriented, "Dragon and Tiger brand" cool oil, Dragon Tiger Dan series of products dominate the domestic market. Dragon tiger man Dan and cool oil are the two major products that contribute to the main income of enterprises.
Feng oil essential products in recent years, the market growth is obvious, the data of the last three years show that the market share of wind oil essence (the amount of proportion) and market share (quantity ratio) are rising steadily (see Figure IV), 9ml and 6ml are the main push packaging specifications, accounting for more than 90% of the revenue (see Figure V). In recent years, the Chinese pharmaceutical industry in accelerating the secondary development of key products, 18 years of new listing of ball-type feng oil essence, the appearance of packaging close to the fashion trend, the main wind to stop itching class of high-end drug market. At the same time, enterprises also further expand the product line, to the field of daily chemical, pharmaceutical makeup breakthrough, the traditional old name, in the continuous push out of new.II, Zhangzhou Daffodil Pharmaceutical Co., Ltd.
Zhangzhou Daffodil Pharmaceutical Co., Ltd. (formerly Luzhou City Spice Factory), is an old enterprise with more than 50 years of history, but also China's first manufacturer of feng shui essence. Daffodil Pharmaceuticals currently sells a relatively single drug, mainly feng shui, products contribute more than 80% of the company's revenue.
daffodil brand feng shui is the hot single product on the market, to 9ml, 6ml and 3ml traditional packaging as the main push specifications, 5ML ball dosage form of high-end boutique sales are still small. The largest sales of 9ml and 6ml specifications for the national sales model, 17 years of good growth.
the old name, in adhering to its "old", but also in the excavation of its "new". "Old" is the product quality, brand accumulation, consumer accumulation, "new" is the enterprise's brand-new positioning, and with the times of development concept, in the connotation and extension of the brand to promote new. We can see that the wind-driven itch-type drugs old-style enterprises in the road of innovation has been unremitting efforts to strive for self-improvement, look forward to the old-style enterprises to bring us more beautiful performance. (Mi Net)