E-commerce or sinking? OTC enterprises will not be confused in 2020

Wen Jie Liang Jian "The development of OTC has a climax after the classified management in 2000 Now it is lower than the development of prescription drugs Now the State supports innovation We believe that there are many innovations in OTC, which are limited by laws and regulations Therefore, the OTC association has been reporting to the regulatory authorities." Bai Huiliang, former president of China over the counter medicine association, said at the "2019 China Pharmaceutical new wisdom forum" held on December 28, 2019 According to relevant data, there are about 16000 kinds of drugs in China, including nearly 4800 OTC products Among OTC varieties, there are nearly 3800 Chinese patent medicines and more than 1000 chemical medicines Among all OTC products, there are more than 2300 double cross products Among them, there are more than 2000 double span varieties of Chinese patent medicine and more than 300 double span varieties of chemical medicine In 2020, with the implementation of a series of national policies in the new year, OTC enterprises will also usher in a very important period of development These policies include the volume procurement of the state procurement organization, and the new version of the medical insurance catalog will no longer add OTC varieties Therefore, enterprises themselves need to change in time to adapt to the new environment In addition, in 2020, in addition to traditional OTC pharmacies and pharmaceutical enterprises, some Internet e-commerce also joined in the scuffle These e-commerce itself belongs to a huge traffic port If the former referee is turned into an athlete, it will inevitably affect the enterprises that want to work in the online field 2019 has passed It is believed that this is the worst year in the past decade and the best year in the next decade China's OTC enterprises have a long way to go For a long time, the domestic OTC industry has always left the impression of marketing inundation to the public, which is in urgent need of innovative marketing ideas In fact, as Bai Huiliang said, the development of OTC had a climax after the classified management in 2000, and now it is less than the development of prescription drugs In fact, for the new decade, in my opinion, the future OTC industry has several major characteristics, which are: strong market demand, the growing health awareness of residents, strict supervision of drug use and OTC access policies in medical institutions, and the growing scarcity of OTC brands According to these characteristics, the starting point of the enterprise itself can be found quickly First of all, according to the strong demand, the enterprise should be prepared to face the deepening of the aging population and the growing middle class in China With the rapid aging of the population, the growth of the middle class and people's attention to health, the level of drug use in China has been greatly improved The growth of the entire OTC market is inevitable These are the opportunities for OTC enterprises to seize the city Secondly, with the strict supervision of drug use and OTC access policies in medical institutions, OTC brands have gradually become scarce resources These two characteristics can also provide development opportunities for some strong enterprises After all, with the factors such as medical insurance fee control, drug control proportion, bidding and lower drug price, the space of prescription drugs is becoming smaller and smaller, drug companies are becoming more and more difficult to do, and the environment of prescription drugs in medical institutions is becoming more and more severe, all of these conditions give the opportunity for head enterprises to merge The development of e-commerce is an inevitable trend for OTC enterprises E-commerce has the characteristics of high efficiency and convenience, and can reach more consumers including young people However, according to the trading volume of medical e-commerce on tmall platform last year, the sales volume of OTC products is not too high, which is 380 million, including the sales volume of tmall's own business How big can the growth index of platforms such as JD tmall in the future be? Every enterprise's decision-maker has made a question mark At least in 2020, whether the traditional e-commerce giants will reduce the online sales space of drugstores is a big problem In fact, it's not groundless for some pharmacies to question the e-commerce business In fact, the development of medical e-commerce is rapid The old e-commerce platforms Ali and Jingdong, etc., all take the medical sector as the core sector to operate, gradually focusing on nearly 130 million consumers Moreover, with the rise of pinduoduo, the "two strong competition" between traditional Ali health and Jingdong health has become "three strong competition" National romance " The strong attack of these old e-businesses will inevitably affect the pharmacies and pharmaceutical companies that used to carry out business on these e-business channels Some manufacturers doubt whether the above-mentioned old e-businesses can make a fair and effective balance between their own and third-party OTC products.