Deep good text! Chinese medicine brand, there must be a war.

Guide: Deep good text! The outbreak is relentless and destroys lives.
make people aware of a major problem: the nation's health care system.
and play an important role in the national health care, is the spread of points, distribution of the country's pharmaceutical enterprises.
the outbreak has made people's eyes, a neat turn to pharmaceutical companies.
, in the eyes of many, these companies are the beneficiaries of this wave of outbreaks.
investors collectively noticed pharmaceutical stocks, most of the pharmaceutical companies in the most violent period of the epidemic, the market value of the skyrocketing.
however, the outbreak is a short-term crisis, can change the market value of pharmaceutical companies, but can not change the operating status quo of pharmaceutical companies.
most pharmaceutical companies have not grown well in recent years, especially Chinese medicine companies (including Chinese medicine tablets and traditional Chinese medicine).
(this article mainly studies Chinese medicine enterprises) the following figure is the market value of China's Chinese medicine listed enterprises ranked.
source of data: Tongrentang, which collated the first tier of the data, reported a 6.5% year-on-year decline last year;
's second-tier Jilin Yandong revenue in 2019, down 7% year-on-year; Guizhou Belling's revenue in 2019 down 9% year-on-year; And Cornbey down 3% year-on-year... The third-tier company's Jiuzhitang grew by just 0.7 percent in 2019; Guangyu's revenue fell 24 percent; and Furen Pharmaceuticals' revenue fell 18 percent.
the overall market of Chinese medicine enterprises showed a downward trend.
from the first quarter of 2020 released by companies this year, China Resources's first-quarter revenue decreased by 10% YoY, Tianshili's revenue decreased by 13% YoY, Dong'a Gum decreased by 66% YoY, and Baiyunshan decreased by 6% YoY. Why do
reduce it? Take the cold spirit, we visited four cities in eastern China terminal retail, resident doctors told us: because of the epidemic, we all put on masks, so that a certain degree of stop the spread of cold virus, so that the sales of cold medicine has dropped.
under the outbreak, even the strong head enterprises are not good.
some say that Yiling Pharmaceuticals in the first quarter of this year's outbreak against the trend of growth of 50%, but such growth, is passive, accidental.
the fundamentals of Chinese medicine enterprises, weak growth, enterprises are facing the battle for survival.
drug companies when the family are looking for a way to break the game, the most obvious is that pharmaceutical companies this year actively looking for outside consulting marketing companies, in order to help find a new direction, to find the next growth point.
, why is this happening in the pharmaceutical industry? Let's start by looking for the reasons, what is the core reason for this situation today? 1, the demand peak, the first core reason of stock competition is that the production of traditional Chinese medicine basically hit the top.
Chinese traditional medicine after several years of growth, ushered in the peak of growth, that is, people only consume so many drugs a year, the amount of drugs has basically reached its peak, the remaining question is who to choose the family's medicine.
pharmaceutical companies are to seize each other's stock market, your amount went up, my amount is bound to decrease.
source of data: according to the comparison of the studies, the comprehensive trade-off is as shown above, the total set, the volume of growth is declining.
sales, which have fallen for six consecutive years and are negative in 2019, according to terminal health care providers.
source of data: Minet.com is also in the hospital outpatient data, both Chinese medicine and Western medicine confirm this fact.
source of data: Huayu Securities and enterprises between this long, but also to seize the market, individual enterprises can still maintain growth, is the enterprise's own years of internal efforts, in the saturated competition conditions, can still gradually swallow the rival market.
this internal work may be brand power, channel power, sales power and so on.
2, the hands can play three cards this stock competition under the dilemma, how quickly the head of the enterprise out? There are ready-made three cards can play: ▎ the first card: the price increase hit the top, to increase the sales indicators, the simplest way is to their own strong varieties - price increases, prices go up, sales naturally went up.
but price increases do not solve the underlying problem, but in the long run, there is a risk of harming existing markets.
on the other hand, the state in the pharmaceutical side, is to adopt a price reduction strategy, hope that people can use a lower price to buy medicine, low-cost medical treatment.
high-priced strategy is also a departure from national policy.
▎ the second card: through the pharmaceutical representatives and commercial companies, to seize the outpatient and terminal share of enterprises in the hands of a card is the circulation end, through the pharmaceutical representatives of the ground to push the battle, seize the hospital share.
by giving commercial circulation companies more space to bargain, improve the efficiency of circulation, circulation companies also have the ability to master downstream hospitals and terminal retail.
so the core of the second move or do circulation chain, but the pharmaceutical circulation chain is short-term can not change, is a slow life, is a long-lasting war, so to quickly see the growth of indicators, this road is too slow.
▎ the third card: through brand advertising to drive sales of the third trick is through the dissemination of promotion, through advertising to attract attention, and thus drive sales growth.
source of data: CCTV media as above: This year, pharmaceutical companies' advertising investment against the trend of growth, far more than other industries.
are advertising, are advertising in this time period, advertising communication competition has become fierce, the effect of advertising compared to the usual period is to be reduced.
enterprises through THE OTC products advertising, to drive the brand, brand to cover all the following products.
, however, the above three cards, is not a winning trick, or even a short-term trick, after the three-plate axe, still do not solve the fundamental problem, the development of enterprises is still unknown.
fundamental problem is to gradually seize market share in many enterprises in the same field, through marketing combination, to win the market, thereby crowding out competitors, to achieve sales growth.
at the same time enterprises to see the ceiling of the business, forward thinking how to break through the ceiling, layout of future growth.
3, the pharmaceutical industry chain too long for a short time can not change the big picture pharmaceutical enterprises do not like fast, pharmaceutical company chain is too long, and the chain is too strong, a new enterprise wants to rush out to quickly stir the industry, win the market, almost impossible, is a low probability event.
the upstream link of Chinese medicine enterprises to grow medicinal herbs, the middle is the approval certificate of the Chinese medicine quasi-word, including exclusive products, base medicine catalog products, medical insurance products, etc. , these are pharmaceutical companies for a long time to do out;
that is, the chain of the drug market is too long too stable, not one or two small means can simply shake, so the pattern is very stable.
, the more companies are stuck in growth difficulties, the harder it is to change the situation in a short time.
this situation will become more common in small Chinese medicine businesses.
is on the right two, and there is nothing to do.
caused this situation, it is likely to be an internal problem, in the product, terminal, strategic layout, there is a long time of slack, or misjudgment, resulting in enterprises into a quagmire.
the industry began to appear the stronger the head, the weaker the tail situation.
4, profits are coming to the head, but a very slow and proven phenomenon is that profits are gathering towards the head.
China's pharmaceutical industry is listed in the highlands, currently about 70.
basically have a certain size of enterprises, as early as the beginning of this century on the listing, these enterprises casually pull out one, the market value of billions.
this is very rare in other industries.
while growth in most companies has hit the rocks, some head-to-head companies still have significant profits.
take the industry's first echelon of Yunnan white medicine, tablets, China Resources 39: 2019 Yunnan white medicine revenue of about 29.6 billion, net profit of more than 4.1 billion, in addition to opening the pharmaceutical business (the entire pharmaceutical industry is very low commercial profits), industrial drug gross profit margin is close to 61%; Aberdeen's 2019 revenue was 5.7 billion yuan, net profit of 1.37 billion, of which the pharmaceutical industry gross margin reached 79.5%, the cosmetics business gross margin reached 70%, China Resources 392019 revenue of 14.7 billion, net profit of 2.1 billion, the pharmaceutical business gross margin of nearly 69%.
profitist.
look at the waist and tail enterprises of listed Chinese medicine companies again? Waist: Guizhou Bailing 2019 revenue of 2.85 billion, net profit of 290 million, of which the pharmaceutical industry gross margin reached 67%, net profit profitability compared to the head, significantly decreased.
tail: Tailofipharmaceutical's 2019 revenue of 1.3 billion yuan, net profit of more than 40 million, gross margin of 37%, with the industry head is too much.
the distribution of profits in the industry, which proves the trend of the industry, that is, resources are tilting towards the head enterprise.
but decades down, still walking very slowly, why? Because the Chinese market is very large number of local pharmaceutical companies, showing scattered distribution, compared with other industries, the distribution of Chinese medicine enterprises is more balanced.
North to Heilongjiang Sunflower Pharmaceuticals, West to Tibet Qizheng Tibetan Pharmaceuticals, South to Yunnan Kun Pharmaceutical Group, East-To-Sea Pharmaceutical Group, Central Taiji Group.... Each place has a pharmaceutical company head snake, and the local hospitals, pharmacies set up a close industrial chain and interest chain, foreign pharmaceutical companies want to enter into the, not moving.
This is also one of the reasons why so many listed companies appear in the field of Chinese medicine.
5, the policy to the chain, de-intermediateization so that the national policy in recent years is de-chaining.
a major feature of the pharmaceutical industry is to follow the policy ups and downs, in the past few decades, in pharmaceutical companies, pharmaceutical representatives, intermediary agents, hospitals, doctors, terminal retail, these links, even become a close chain of interests, layers of interest, layer by layer are very moist, of course, can not avoid corruption, network.
for decades, the grass-roots people have been responding to "difficult to see a doctor, expensive to see a doctor", and national policies are also looking for ways to solve this problem, several shots, these measures are concentrated in reducing drug prices.
1998, the State promulgated a document to establish a medical insurance system for urban workers throughout the country;
in previous years, the policy several times, drug prices are still high hanging, the core reason is the chain of medicine, not one or two small actions can be resolved, the status quo will not change for a while.
these two years, the policy to the middle link to cut off the middle of the long chain of interests. Why
start in the middle of the chain? Chain long, low industry efficiency, layer-by-layer link increased costs, while the middle links are grabbing benefits, how to reduce the price of drugs? This knife down, the middle company, agents, medical representatives of the bitter days really came.
6, the pharmaceutical industry needs to integrate the chain long, the industry barriers are high, coupled with is in charge of people's lives of the pharmaceutical industry, industry supervision, but the threshold and so on, natural external erected a high wall.
and the complex chain of relationships, so that the industry can be dispersed, for several years still did not show an oligopoly.
and those head giants, somewhat with the genes of state-owned enterprises, have a resource advantage.
each place, has its own pharmaceutical enterprises, these pharmaceutical enterprises to grasp the local resources, foreign enterprises for a short time simply can not shake.
thus creates high barriers within the industry, i.e. between enterprises and enterprises.
and outside the industry? This is especially true.
is because of high barriers, so that fast-selling play, Internet mode for a short time can not get in, the industry's business model for decades no major changes, marketing model, brand ingon and other means, are weak.
strong competitive means in other industries, in the pharmaceutical industry can not be applied.
thus formed a cycle of weak efficiency between industry barriers and terminals.
inefficient, high cost, layer son-in-one need to distribute benefits, and because of this, the policy to reduce drug prices, it is also very difficult to reduce.
at the same time inefficient, will inevitably bring about weak growth, the previous decades of pharmaceutical companies rely on the demographic dividend is disappearing, the market peak, will usher in fierce competition.
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