[Medicine heaven and earth] this operation 666999 dermatitis leads a new cross-border upsurge

Recently, the official microblog of 999 dermatitis Ping family released a big news: after Ma Yinglong, 999 dermatitis Ping has also entered the battle for fashion In the three mouth group, the lipstick blinded krypton's golden dog eyes, the "heding red", "sunset red" and "enough Tan orange" gas leakage After "two usages of one medicine", netizens commented: "the best medicine for treating cheilitis is mouth itch." On the weekend, the "dermatitis flat lipstick" was listed on the hot microblog search list By the end of the draft, the hot microblog topics had been forwarded for 1.9W times and 10000 discussions Photo source: 999 micro screenshot of pingguan dermatitis "999 piyanping" is one of the 22 varieties with sales of more than 100 million yuan in 2018, and one of the most important products of China Resources Like "999 Ganmaoling", "Sanjiu Weitai", "Xiaoer Ganmaoling", "Qizhi Weitong granules", "Gutong Plaster" and other categories, it has an absolute leading position in their respective categories And "999" brand enjoys a high degree of recognition in the consumer and pharmaceutical industry, and has been rated as "China's highest cognitive trademark" and "China's most valuable brand" by the national authority for many times In 2018, it again ranked first in the comprehensive ranking of OTC enterprises At the same time, China Resources 39 has been listed in the list of the most valuable Chinese brands released by WPP group for many years in a row In the list of the top 100 most valuable Chinese brands in 2018, the company ranks 67th in the list Such a promising company, even a leader in the OTC industry in China, is known as the first person to stop itching Why does 999 dermatitis even set foot in the fashion industry and start to vigorously promote his lipstick? 1、 Do objective factors determine the transformation or continuation? On April 27, the restructuring of the market and the gradual shift of the center of gravity, Cr 39 and the first quarter report released the performance forecast of the semi annual report at the same time On the surface, Cr 39 is expected to make a profit of 1.52 billion-1.67 billion in the first half of the year, with a year-on-year growth of 83.91% - 102.06% As a leading enterprise, the growth is huge, which is indeed gratifying However, in January this year, China Resources Sanjiu sold 82.89% of the equity of Shenzhen Sanjiu hospital Co., Ltd (hereinafter referred to as Sanjiu hospital), bringing 680 million asset disposal income and a substantial increase in the company's performance If the 680 million asset disposal income is deducted, the net profit of China Resources Sanjiu in the first half of this year is basically the same as that of the same period last year In addition, the 2018 annual report shows that the self diagnosis and treatment business (CHC) and big health business of Cr 39 have a good growth At the same time, in response to the rapidly changing consumer behavior and media environment, Cr 39 also combines the brand with the content of consumer concern, innovates the communication mode, improves the communication efficiency and further improves the brand image through traditional delivery, short video, digital marketing, event marketing and other ways In terms of big health business, by the end of 2018, it has covered about 30000 pharmacy terminals, opened flagship stores in Jingdong and tmall, and actively tried other ecological models such as social e-commerce At the same time, relying on Shenghai's rich health care product approval reserve and efficient supply chain management ability, we actively developed the customized nutrition business facing chain drugstores and e-commerce customers, and achieved rapid growth It can be seen that while the main business of Cr 39 is not affected, it is gradually developing its peripheral business, with CHC, big health, short video (micro film, etc.) and FMCG as its objectives Quick consumer goods such as lipstick may be able to collect more funds In recent years, many enterprises have complained that the number of receivables of the company is becoming larger and larger, and the market share is gradually increasing, which has begun to affect the normal operation of the company For example, in the 2014-2018 annual report of China Resources, the number of receivables in 2018 has reached 2.314 billion yuan, and the proportion of assets is also gradually increasing, which means that the profit ratio of the enterprise is also gradually decreasing Seeking a stable and fast way to collect funds is what many enterprises want to do The FMCG industry is a good direction, and entering the fashion industry may be a good choice Old pharmaceutical companies lack new vitality, and few new drugs have passed the market reform in recent years China Resources Group has fully realized the transformation of prescription drug business to innovation driven under the guidance of policy Two ticket system, generic drug consistency evaluation, 4 + 7 drug volume purchase, auxiliary drug catalog and other drug related policies frequently have a huge impact on the existing prescription drug market, especially the implementation of the 4 + 7 drug volume purchase program, which will cause great changes in the industry structure; On the other hand, the trend of innovation and transformation is irresistible by continuously deepening the reform of review and approval system, accelerating the approval of new drugs, accelerating the entry of innovative drugs into medical insurance through national negotiations, encouraging pharmaceutical enterprises to increase R & D efforts and actively layout innovative drugs It is also mentioned in the 2019 annual plan that in 2019, the company will continue to promote innovation transformation, continue to improve innovation system, further consolidate three research institutes and promote the implementation of innovation planning, establish new product R & D management and control system, transfer work focus and resource investment to new product development, and help the company's business development However, the proportion of R & D investment is still small, less than 4% so far, and the 2018 annual report shows new product research projects, mainly in the research and development of new products in the field of health, including the development of some traditional Chinese medicine injections There are 32 new product researches, including 1 Chemical Medicine (TZ cream), 1 Traditional Chinese medicine (BS medicine and preparation), and 30 other new products, mainly including ab API and preparation 2、 Facts also prove that the right way is chosen, and the chance of success is greater Yunnan Baiyao sells toothpaste Yunnan Baiyao, as the most successful and outstanding representative of pharmaceutical enterprises, has also set a successful example for many pharmaceutical enterprises that are hovering in the transformation From the 2018 annual report of Yunnan Baiyao, we can see that in the health sector, the toothpaste business has maintained rapid growth in the year, the market share ranks the second in the country, the first in the national brand, and the brand has achieved good results Development; other big health products are also further consolidating the brand influence of local market, laying a good foundation for good product quality output Up to now, the market share of Yunnan Baiyao toothpaste is about 18.1%, ranking the second in China In 2018, the health industry business unit made a profit of 4.47 billion yuan, which is comparable to the revenue of the drug business unit Setting: Wanyuan Yunnan Baiyao Group has gradually developed from a traditional Chinese patent medicine enterprise to one of the leading enterprises in China's large health industry Baiyunshan group is also one of the most popular pharmaceutical companies in the field of fast-moving beverage sales Since the recovery of Wang Laoji's trademark, a wholly-owned subsidiary, Wang Laoji health Co., Ltd., has been established to independently operate the red pot Wang Laoji herbal tea According to the 2018 Baiyunshan annual report, Baiyunshan group's big health sector is mainly engaged in the production, R & D and sales of beverages, food, health products and other products, mainly engaged in enterprises including the company's subsidiary Wang Laoji big health company and Wang Laoji pharmaceutical industry, etc.; the main products include Wang Laoji herbal tea, Ganoderma lucidum spore oil capsule, throat candy, Guiling cream, etc., while the group's big health sector The revenue mainly comes from Wang Laoji herbal tea Last year, Wang Laoji University made a total profit of 9.49 billion yuan, realizing a net profit of 4.12 billion yuan 3、 Market change ultimately determines the determination of enterprise transformation Some enterprises may have further ideas for transformation, but the change of risk factors affecting the future development of the company may be the main reason for forced transformation Market environment, policy risk and other factors are possible In recent years, there are more and more factors to check and balance the development of pharmaceutical enterprises (especially traditional Chinese medicine enterprises): 1) the catalogue of auxiliary drugs restricts the clinical application of some traditional Chinese medicine varieties According to the public information, the national health and Health Commission plans to strengthen the management of auxiliary drugs and formulate the catalogue of auxiliary drugs in medical institutions, and include the varieties of non clinical first-line drugs into the catalogue management Due to the therapeutic characteristics of traditional Chinese medicine, some varieties of traditional Chinese medicine, especially the varieties of traditional Chinese medicine injection, may be included in the catalogue, which also leads to a new round of difficulties in the sales and promotion of some varieties 2) The consistency evaluation and 4 + 7 quantitative purchase of generic drugs reshape the pharmaceutical market structure in order to improve the quality of drugs and make the quality and efficacy of generic drugs reach the same level as the original drugs, so as to save medical expenses and ensure the national drug safety The state vigorously carries out the consistency evaluation of generic drugs The products that pass the consistency evaluation will accelerate to occupy the market of original research drugs, while the profit proportion of generic drugs is greatly reduced in the new round of 4 + 7 quantitative procurement, which in turn promotes the investment of enterprises in research and development of innovative drugs The structure of the pharmaceutical market is being reshaped 3) Medical insurance and basic drug catalog products need to enter the hospital through drug bidding procurement process Influenced by the pressure of medical insurance payment, price reduction in bidding procurement has become a general trend in recent years 4) The price fluctuation risk of raw materials has been affected by many factors such as macro-economy, monetary policy, natural disasters, information asymmetry of growers, etc., which is prone to a large range of fluctuations, thus affecting the production cost of traditional Chinese medicine pharmaceutical enterprises For example, in 2018, the price of honeysuckle and honeysuckle rose significantly due to the impact of drought and plant aging These are uncertain factors of enterprise profit 5) Nowadays, most enterprises are optimistic about the research and development of innovative drugs for chemical drugs and biological drugs However, for some enterprises (especially traditional Chinese medicine enterprises) that lack of research and development ability, the factors such as long research and development cycle, huge investment, high probability of research and development failure and fierce competition in the industry are the reasons why enterprises are afraid to move forward when they see the dawn Of course, not all enterprises will choose transformation in the face of change, but it has to be said that transformation will exist in the strategic planning of enterprises, no matter in the direction of innovative drug research and development, or in the direction of transfer to other industries; whether successful or not, it is an attempt of enterprises No, no less than 10 pharmaceutical enterprises have entered the toothpaste industry in a single round Data source: China Resources Sanjiu annual report, Yunnan Baiyao annual report, Baiyunshan annual report statement: this view only represents the author, not the position of yaozhi.com, welcome to exchange and supplement in the message area; if you need to reprint, please be sure to indicate the author and source of the article.