Health care product registration open! 450 billion market, cross-border pharmaceutical enterprises

Source: on July 1, 2016, the administrative measures for registration and filing of health food was officially implemented in Beijing News The management mode of health food listing changed from the original single registration system to the management mode of combination of registration and filing In the trend that pharmaceutical enterprises have entered the field of health food, the implementation of the new measures provides a more powerful opportunity Experts pointed out that pharmaceutical companies entering the health food industry have innate advantages in terms of production conditions, but the marketing model is still the key Nowadays, health industry is becoming more and more popular in the investment field Many pharmaceutical enterprises, including Tongrentang, Tianshili, Guangyao and so on, have also entered the health products industry It is not new for pharmaceutical enterprises to cross-border health products On September 2, Jiangzhong Group officially announced the introduction of Hougu brand rice noodle, after Hougu biscuits, Hougu drinks and blueberry drinks It can be seen that these products of Jiangzhong group are all around one direction, that is, "Jiangzhong dietotherapy" According to the 2016 Zhongbao of Jiangzhong group, health products and functional foods have become one of its main directions Not long ago, Shanghai Pharmaceutical announced that it would take part in the privatization of vitaco, a vitamin manufacturer in Australia, and planned to acquire 60% of vitaco's equity for 938 million yuan Relevant market survey shows that in Beijing, Shanghai and other places, 93% of children, 78% of the elderly, 50% of young and middle-aged people are consuming health care products, and more than 95% of families often have different types of health care products The implementation of "dual track system" to reduce the cost of pharmaceutical enterprises and health food approval "dual track system" to further reduce the cost of pharmaceutical enterprises entering into health products On March 1 this year, the State Food and Drug Administration issued the measures for the administration of registration and record keeping of health food, which changed the management mode of health food product listing from the original single registration system to the management mode of combination of registration and record keeping, and stipulated the State Food and drug administration The General Administration of supervision and administration shall be responsible for the registration and management of health food, and the record management shall be carried out for the health food whose raw materials have been listed in the list of health food raw materials, and for the health food which is imported for the first time to supplement vitamins, minerals and other nutrients Among them, the health food imported for the first time belongs to the health food supplemented with vitamins, minerals and other nutrients, and its nutrients shall be the substances listed in the list of health food raw materials The food and drug supervision and administration departments of provinces, autonomous regions and municipalities directly under the central government shall be responsible for the record management of other health food within their respective administrative regions The measures were formally implemented on July 1 this year Although so far, only "health food with raw materials already listed in the list of health food raw materials, and health food imported for the first time as supplement of vitamins, minerals and other nutrients" specified in the measures have been put on record for management " The implementation of the filing system still needs the guarantee of the raw material catalogue, and the detailed implementation rules and filing process of the "two track system" have not yet been issued, but after the simplification of the examination and approval, it is inevitable to reduce the examination and approval cost of enterprises Lin Ruhai, vice president of Bishengyuan Holding Co., Ltd., told reporters that the registration and approval system simplifies the approval documents, shortens the approval time, greatly reduces the company's cost, and provides more convenient conditions for the company's new product listing in the future The market scale of health care products with high demand for new drugs is also attracting the entry of external forces According to statistics, in 2015, the output value of the health food industry reached 450 billion yuan, "of course, this is incomplete data, which only includes the types of products approved by the state to obtain the health food logo, and the data obtained through statistical channels are different from what we often call the concept of" health food " Xu Huafeng, vice president of China Health Care Association, said At the policy level, the good news of health products is also continuous The 12th Five Year Plan of the people's Republic of China has included nutrition and health food into the plan for the first time, and 10 enterprises with an output value of more than 10 billion will be formed In 2013, the State Council issued several opinions on accelerating the development of elderly service industry and promoting the development of health service industry The five supporting industries include health products, health food, fitness equipment and other industries It is estimated that by 2020, the total output value will reach 8 trillion yuan Xu Huafeng believes that with the strengthening of people's health awareness, the demand for health care products is also increasing, and the corresponding investment is also increasing, which also brings a good opportunity for the growth of health care products The pharmaceutical industry is not optimistic According to Shi lichen, head of Beijing Dingchen pharmaceutical management consulting center, it is an indisputable fact that domestic pharmaceutical enterprises are lack of power in front of the original research drugs with large profits, that new drug R & D is difficult, that drug profit space is narrowed, and that industry supervision is increasingly strict It is the key for pharmaceutical enterprises to have advantageous marketing in production How can pharmaceutical enterprises stand firm in the field of health products? Xu Huafeng believes that pharmaceutical enterprises have innate advantages in terms of production conditions "Take health food as an example, many materials of health food in China are originally from traditional Chinese medicine, and the production conditions of pharmaceutical enterprises are more or less superior to those of ordinary food enterprises." The sales channels and ways of health care products and drugs are totally different The main marketing channels of drugs are hospitals and pharmacies, while the main marketing channels of health products are supermarkets and other public channels Most pharmaceutical companies do not have the sales experience of health food On the basis of drug marketing, they need to increase the marketing channels of health products, and the increase of cost is also obvious "Pharmaceutical companies do health products, not so easy to get profits." Xu Huafeng told reporters Some experts also pointed out that the establishment of sales system is the primary problem for pharmaceutical enterprises to solve in the distribution of health products Enterprises do not get products, they can achieve sales in the market According to the mid year report of Jiangzhong group, in terms of health products and other businesses, due to the influence of market environment and policies in the subdivisions, the overall sales of this sector in the reporting period was still not ideal, only realizing the operating revenue of 110 million yuan, down 22.24% year on year Subsequently, Jiangzhong responded that the performance of Hougu was not included in the annual report of listing in Jiangzhong The "hot" products are also hard to sustain Taking the first Harbin Pharmaceutical Group in China to obtain direct marketing license as an example, the slogan of "300 million yuan of start-up capital, no profit in three years, direct use of Harbin pharmaceutical brand with a value of 15.2 billion yuan" was put forward in the past few years Half a year after the operation of direct marketing business, it fell into the "pyramid selling" scandal and ended up with nothing Lack of star products, few "pop-up products" and "chaos" in the domestic health care industry have always existed The low market share of large enterprises in the industry is one of the performances Xu Huafeng pointed out that there are many differences between the concept of consumer health care products and the concept of health care food There is a certain "confusion" in cognition, and it is difficult to accurately define health care products, ordinary food and tonic products At the policy level, there is also a lack of rigor, "which may lead to the exaggeration of the efficacy of some health care products, the gap between the demands of consumers and the actual effect, and it is easy to make people feel that the health care industry is relatively 'chaotic'." Some analysts believe that in the market of health products, star products, especially popular "pop products" are few According to Qu Rong, vice president of Dongfang Gaosheng, according to the Securities Daily, "the threshold of health care products is low, and a" pop product "may be made soon, but the life cycle is relatively short."