Anti-monopoly heavy blows under control of sales are easy to "step on thunder"!

As the national level has frequently raised the banner of anti-monopoly on the pharmaceutical industry recently, the industry has recently launched a big discussion on the way out of the controlled sales model

As the sales model of the pharmaceutical industry, "Controlled Sales" appeared around 2010.

With changes in the market environment and national policy restrictions, the control sales model has exposed many problems

Article 14 of the Anti-Monopoly Law stipulates: “It is forbidden for the operator to reach the following monopoly agreement with the counterparty of the transaction: (1) Fix the price of goods for resale to a third party; (2) Limit the sale of goods to a third party The lowest price

The industry policies and medical reform directions issued by the National Medical Insurance Administration and the Health Commission do not support sales control behavior

The traditional three-level structure of provincial, prefectural, and county-level control sales models can no longer adapt to market development

  In terms of reducing internal levels, cancel the "general headquarters" and directly let the "provincial general manager manage the county general", or cancel the "provincial general manager" and set up more "local general managers" to manage the "county general managers"

  In the era of "Internet + medicine", traditional sales control will also face huge challenges from pharmaceutical e-commerce

  E-commerce platforms have flattened pharmaceutical sales channels to the extreme.

  It is worth noting that channel flattening is only suitable for mature varieties in the stock market, and the promotion of new products still depends on academics

  New products still need to be promoted by doctors in hospitals and clinics.

  Medicines are special products with relatively high technological content

  With the implementation of cases of untrustworthy corporate recruitment and procurement, the in-depth development of procurement at all levels has continued to erode the "gold-in" sales space, and compliance marketing will attract the attention of pharmaceutical company management and marketing personnel

  Regarding the current situation of relatively intensive domestic anti-monopoly penalties, some insiders pointed out that this may be a prelude to the centralized procurement of proprietary Chinese medicines, because the prices of proprietary Chinese medicines cannot be lowered
.
Under the current situation, companies may wish to adopt anti-dumping ideas to maintain prices.
For example, companies issue price reduction notices, and the national recommended retail price of a product drops from 51.
80 to 51.
60.
Terminals with a selling price lower than this price are suspected of dumping unfair competition and can be discontinued
.

  Being in a monopoly position is strength, and using monopoly behavior is a mistake; in a monopoly position, it is still creating fair competition for the upstream and downstream and even the entire ecological chain.
Full but not overflowing
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