Cao Xiaojun: the key to drug sales is to improve professional service level

[expert opinion of chinapharma.com] Cao Xiaojun, vice general manager of CIIC Pharmaceutical Group, expounded his views on how to break the hot sales of categories and how to provide good health services on the forum of "breaking and setting up the hot sales of categories" held by SIPC Cao Xiaojun said that the product adapts to a wide population, has good quality and curative effect, which is exactly the prerequisite for hot sale Therefore, he put forward the view that "improving the professional service level is the key to the hot sale of drugs" (meeting site) with the upgrading of consumption, the development of drug retail industry is facing both opportunities and new challenges Under the new market environment, drugstores can't solve the problem of "what to sell" only by building core competitiveness and achieving breakthrough in drug sales On August 19, Cao Xiaojun, a guest and vice general manager of CIIC Pharmaceutical Group, presented his views on the hot sale of categories and gave the industry a perspective on how to sell products Professional service to solve customer demand is the core of drug sales At present, drug retail chain enterprises, after more than ten years of commodity oriented development, begin to enter the era of commodity + service "double drive" with consumption upgrading According to the analysis and prediction of 2016-2017 China Pharmaceutical Retail comprehensive competitiveness research report, the common drive of goods and services will become the main trend of the pharmaceutical retail industry in the future In the past, the mode of commodity driven and commodity sales oriented will be replaced by the era of two wheel drive of goods and services The market will usher in a new environment in which drug sales and health services are combined, customer demand is the core, and service drives product sales Cao Xiaojun, vice general manager of CIIC Pharmaceutical Group, expounded his views on how to break the hot sale of categories and how to provide good health services on the forum of "breaking and setting up the hot sale of categories" held by SIPC As for the hot sale of products, Cao Xiaojun said that the precondition for the hot sale is that the products adapt to a wide population, have good quality and have good curative effect Therefore, he put forward the view that "improving the professional service level is the key to whether the drugs are hot sold" and further explained that 98% of the consumers do not know either medicine or medicine, "how to do the right medicine? The salesmen of drugstores provide professional services and Help, become the core of solving customer needs " From the 1990s to the present, the value reconstruction of hot-selling products has gone through three times: the era of "unconscious whole products" called by experts in the industry, the second era of "high Mao first push" and the third era of "gold products" When the "gold single product" is over developed and the market even appears "fatigue syndrome", the new category of traditional Chinese medicine represented by new pieces of decoction began to appear Among them, the third generation of broken wall pieces of traditional Chinese medicine, as a representative of new pieces, has been paid attention to by the industry as a brand-new "gold category" with the hot sales of online medicine e-commerce platform and offline physical pharmacies in recent years According to the media analysis, "gold mine" grass Jinghua broken wall herbs, the reason why it is called "gold mine", mainly comes from four points: first, after the promulgation of "Chinese medicine law", the state attaches great importance to promoting the development of traditional Chinese medicine, providing a policy dividend for the grass Jinghua of new Chinese herbal pieces; Second, China has entered the turning point of population, accelerated the aging trend, and created a larger health care market, while caojinghua's technological innovation makes it more in line with the current health care needs compared with similar products; third, its technological innovation advantages also set up a technical threshold to avoid homogeneous competition; Fourth, the cluster effect and development potential of categories are huge Its 62 product standards and 23 listed single products promote each other and form a competitive category matrix Cao Xiaojun's statement is the same as the above analysis He said that the hot sale of grass Jinghua broken wall herbs in the past two years, the key to grasp a trend, that is, "the development of traditional Chinese medicine into the national strategy, people's demand for health increased, the improvement of service quality, so that a new type of health herbs with better absorption, convenient to take characteristics can do." Cao Xiaojun said that in line with the trend of consumption upgrading, caojinghua broken wall herbs have well studied and judged the new demand direction, made bold breakthroughs, explored new processing technology of traditional Chinese medicine, and created a more fashionable and convenient broken wall herbs that can be directly used for washing, thus "realizing the value reconstruction of traditional Chinese medicine Pieces" Original title: the breakthrough of drug sales lies in solving customers' needs with professional services