How should Chinese medicine enterprises create their own "signature dishes"?

Market analysis of China Pharmaceutical network 】In recent years, standardized planting, modernization progress, standardized construction, and many policies have been issued intensively, all of which contribute to the healthy development of traditional Chinese medicine industry Under the situation of double favorable policies and market, many small and medium-sized traditional Chinese medicine enterprises are striving to create their own clinical core value, and contribute their own advantages to people's health in the whole life cycle management process (how should Chinese medicine enterprises create their own "signature dishes"? Source: Baidu pictures) On July 1, 2017, the Chinese medicine law of the people's Republic of China will be officially implemented, which means that the state has affirmed the status of traditional Chinese medicine from the legal level, and according to the development goal of the development plan of traditional Chinese medicine health service (2015-2020), by 2020, the whole country will basically establish the health service system of traditional Chinese medicine In fact, the favorable policies for the development of traditional Chinese medicine enterprises go far beyond these How can traditional Chinese medicine enterprises cooperate with these favorable policies to develop their brands, expand their sales performance and increase their profits On May 16, on the occasion of the 77th national drug fair and 2017 China Health and nutrition Expo held in Shanghai, minenet and reed Pharma jointly interviewed Yang Hanqing, chairman of Wuhan Harui Pharmaceutical Co., Ltd., Wang Jianbin, deputy general manager of Shaanxi Jianmin Pharmaceutical Co., Ltd., Ma Yongqing, general manager of Jiangsu Renshou Pharmaceutical Co., Ltd., Du Xiaozhou, deputy general manager of Shenzhen Jiatai Pharmaceutical Co., Ltd., Li Chi, deputy general manager of Yunnan Bio Valley Pharmaceutical Co., Ltd 。 Let's take a look at how these traditional Chinese medicine enterprises create their own "signature dishes"? Yang Hanqing focuses on product groups and services Yang Hanqing said in an interview that in the current OTC market, in order to stand out from the rest, pharmaceutical enterprises must adopt product focused marketing strategy First of all, it is necessary to determine which products are mainly promoted by the brand, make reasonable product line planning, focus the limited marketing resources on the main products, and shape the brand through the marketing operation of the single products After defining the main varieties or categories, it is also necessary to clarify the interests of the single varieties or categories of products for centralized dissemination According to Yang Hanqing, Harui pharmaceutical has been involved in the manufacturing of drugs since 2014 and strengthened the construction of OTC market "There are two core products at present, one is the dermatology products that have been made for more than ten years, most of the top 100 chain drugstores have been sold, with good foundation and reputation; The second is a main product brought by the pharmaceutical factory purchased by Harry It has been handed down since the Tang Dynasty It contains the cultural essence of traditional Chinese medicine and the crystallization of human wisdom " Yang Hanqing believes that industry can make a 10-20-year plan and then implement it slowly, but business is advancing with the times, which is difficult to achieve Now in the OTC market, enterprises should follow the concept of good people, good medicine and good partners, pay attention to quality and pursue talents "There is a saying that curative effect is the most important, people should integrate, and the development of chain terminal depends on some good products with curative effect, recognized by the common people and passed down by word of mouth." Wang Jianbin's policy to guide the value return of pharmaceutical enterprises "mean return" was an important concept in finance at first The original meaning is that economic phenomena such as stock price and real estate price, whether higher or lower than the value center (or mean value), will return to the value center with a high probability In Wang Jianbin's view, the frequent introduction of new medical policies in recent years is actually guiding the pharmaceutical enterprises to return to value According to Wang Jianbin, Shaanxi Jianmin Pharmaceutical has been focusing on the research and development of traditional Chinese medicine for more than 20 years since its establishment Its core products have unique characteristics and advantages in the field of traditional Chinese medicine "Shaanxi Jianmin Pharmaceutical is committed to building an enterprise focusing on oral preparations of traditional Chinese medicine Based on the promotion of traditional Chinese medicine, it is necessary to understand the culture of traditional Chinese medicine and the education of popular science of traditional Chinese medicine, as well as the evaluation of curative effect in the later period of traditional Chinese medicine, so as to truly return to the value of traditional Chinese medicine." Traditional Chinese medicine plays an important role in the field of chronic disease rehabilitation, but with a long cycle, enterprises need to invest more energy "The target is not clear, and the overall treatment effect needs a long period to complete, so we have launched a continuous tracking and efficacy evaluation of patients, and established an evaluation system." Wang said As for the marketing and management of small and medium-sized enterprises, in Wang Jianbin's view, small and medium-sized enterprises have always been mainly engaged in agent investment, but with the change of national policy environment, enterprises are respecting the return value Since the end of last year, Shaanxi Jianmin Pharmaceutical has been transforming First, the 4S + model of sales module, with the county as the core to build a sales team; In addition, the theoretical model of traditional Chinese medicine is introduced Ma Yongqing: the development trend of pharmaceutical industry is the return of two essences With regard to the characteristics of the development of the current pharmaceutical industry, Ma Yongqing believes that the national policy will make the growth of the industry tend to slow down The national medical insurance control fees and the proportion of hospital drugs have brought about some active or passive merger and acquisition cases, because some enterprises are difficult to control the costs and expenses in the operation process, and even cause the capital chain to fail to keep up, which makes the enterprises have to give up the lead here Domain to compete and continue to develop, leading to passive M & A In Ma Yongqing's eyes, policy and market changes have a great impact on enterprises First, the impact of sales growth is mainly from compliance About 80% of the sales of domestic Chinese patent medicine enterprises are in the agency mode, which makes manufacturers relatively weak control of sales, which requires enterprises to operate in compliance In addition, due to the impact of profit, the industry regulation is tightening In the past two years, the quality control of drugs has been relatively high, and the cost of enterprises has increased compared with that of previous years, so the profit will definitely be affected In the future, the development of the pharmaceutical industry will promote the return of two essences: first, the return of products to the essence of drugs, that is, the treatment of patients and the rescue of people, to solve the real needs of patients and clinicians In view of this return to nature, pharmaceutical manufacturers must do a good job in product selection and planning, in which Renshou pharmaceutical has been making positive preparations for the past two years Second, the sales of the pharmaceutical industry return to rationality and specialty The pharmaceutical representatives should build up the academic transmission and communication bridge between the pharmaceutical factory and the clinicians through professional knowledge The era of homogenization competition by means of marketing has ended Ma Yongqing told reporters that Jiangsu Renshou Pharmaceutical Co., Ltd is a traditional Chinese medicine production enterprise, and the future development direction of traditional Chinese medicine products is modernization and standardization The "new biochemical granules" of the enterprise has been selected into the "first batch of national traditional Chinese medicine standardization construction projects" by the National Development and Reform Commission and the State Administration of traditional Chinese medicine in 2016 Du Xiaozhou keeps up with the industry benchmark and breaks through the development bottleneck People's health demand is constantly improving The gynecology medicine market is in a high-speed growth stage The public also put forward higher quality requirements for gynecology disease treatment products Du Xiaozhou said that Shenzhen Jiatai Pharmaceutical Co., Ltd., as a Chinese patent medicine enterprise in gynecology, is committed to creating better products and after-sales services in the field of Gynecology of traditional Chinese medicine Du Xiaozhou said that the growth of an enterprise lies in the competitiveness of its core products Shenzhen Jiatai pharmaceutical industry focuses on the field of Gynecology, with a series of gynaecological inflammatory varieties, plus menstruation and blood tonic drugs, there are nearly 20 varieties To achieve large-scale development in the industry, it is necessary to play a distinctive combination of distinctive features "In recent years, in addition to the good results of its main products, Shenzhen Jiatai has also made some resource integration in the industry." "There are still some enterprises under discussion, including one with five varieties At present, the two sides are communicating with each other They hope that through these integration, they can further enrich the product line, rapidly expand and strengthen the scale, and form a brand advantage," Du said "Although the sales ranking of individual products is relatively high, at present, Jiatai is still in a medium to small scale in the whole industry Our strategy is to keep up with the benchmarking enterprises and hope to make breakthroughs at some points Jiatai is eager to cooperate with all kinds of enterprises, and at the same time, bring us some experience for reference, so that we can quickly break through the current bottleneck and go to a big step " Du Xiaozhou is full of expectation Li Chi's traditional Chinese medicine can play a special role in the whole life cycle management of health "At the 2016 national health conference, the theory of the whole life cycle of health was popularized and valued In fact, the acute phase of the disease accounted for less time in the whole course of the disease." In Li Chi's view, the concept of health life cycle highlights the important role of prevention and rehabilitation in disease prevention and treatment, which is exactly the advantage of traditional Chinese medicine Therefore, Bio Valley proposes the vision of integrating resources to be a leading enterprise in chronic disease prevention and treatment, which is also a specific embodiment of the advantages of traditional Chinese medicine in the context of healthy China's strategy Secondly, Li Chi stressed that the national TCM standardization project participated in by Yunnan Bio Valley Pharmaceutical Co., Ltd is also an important measure taken by the state to promote the transformation and upgrading of traditional Chinese medicine enterprises, which fully demonstrates the basic strength of enterprises, the confidence to promote the intelligent production of traditional Chinese medicine industry and the determination of industrial innovation In addition, the whole process quality control concept of products, the product standard system of the chain of traditional Chinese medicine industry, and the overall parametric control of production have achieved the goal of upgrading the manufacturing industry in China   The market in Li Chi's eyes is "cold winter" on the one hand, and the medical reform has entered the deep-water area The traditional Chinese medicine industry has felt the impact and faced various problems and challenges in the actual operation On the other hand, "warm spring" has been issued At the national level, two guiding documents, namely the outline of 2030 plan for healthy China and the outline of strategic development plan for traditional Chinese medicine, have been issued, insisting on both Chinese and Western medicine, Give full play to the role of traditional Chinese medicine in the prevention and treatment of major diseases, which provides a major strategic opportunity for the development of traditional Chinese medicine industry In the future, the pharmaceutical industry will take integration and optimization as the trend Conclusion The golden age of the development of traditional Chinese medicine has come Standardized planting, modernization progress, standardized construction, and the intensive issuance of many policies all contribute to the healthy development of traditional Chinese medicine industry Under the situation of double favorable policies and market, many small and medium-sized traditional Chinese medicine enterprises are striving to create their own clinical core values, and manage for people in the whole healthy life cycle Contribute your strengths in the process.