Round table dialogue: reorientation of brand value of pharmaceutical enterprises

On December 28, under the guidance of China Pharmaceutical Materials Association, the "2019 China Pharmaceutical new wisdom forum" jointly sponsored by Sina pharmaceutical and China Pharmaceutical Materials Association think tank for food and drug industry was held in Beijing The theme of this conference is "gather wisdom and generate wisdom in a big wave" Industry experts and enterprise representatives gather to find out the variables and future of China's pharmaceutical industry and talk about the next golden decade of industrial development! At the meeting, Bai Yu, founder and chairman of rehabilitation home health management group Co., Ltd., presided over a round table meeting with the theme of "value reconstruction" The dialogue guests included Bai Huiliang, President of China over the counter drug association of Central Plains, Jin enlin, general manager and head of strategy and investment of JD health and medicine department, Xia Yu, CEO of Beijing Dekai Pharmaceutical Technology Co., Ltd., and vice director of Qingdao Shuangjing Pharmaceutical Co., Ltd Ma Sibao, assistant general manager of brand e-commerce marketing department and Zhang Ying, director of Guangfa Finance (Hong Kong) Co., Ltd The following is the real record of this round table dialogue (some deleted The first question is to ask the respected president Bai, who is the former president of China over the counter drug association OTC is the mainstream variety in drugstores at present The question asked by President Bai is how OTC manufacturers reshape their brands with the help of new policies and new channels in the context of great changes in the pharmaceutical industry, especially frequent policies The question just mentioned is limited to brand building The importance of brand is needless to say, enterprises now attach great importance to brand, brand is the core competitiveness of enterprises The purpose of establishing a brand is to develop its products More and more pharmaceutical enterprises attach importance to brand building In the pharmaceutical industry, OTC brand building should be more important, because it directly faces consumers The concept of OTC must be known to all For some minor diseases that can be judged by themselves, they can go to the counter to buy without going through a doctor, so consumers attach great importance to the brand After the reform and opening up, we don't pay much attention to the brand building, which is not entirely an enterprise, and the state doesn't support it very much Why do you say that? The OTC industry and the concept of OTC are introduced from the United States After the introduction, our country officially implemented it at the beginning of this century After the implementation, because a new pharmaceutical sub industry can be established without prescription, so In the 11th five year plan, OTC began to decline In this case, OTC Association put forward six word policy, brand, innovation and regulations Innovation is due to the lack of new products and the lack of OTC quality and brand in China However, the biggest resistance to brand innovation is the regulations The state does not treat prescription drugs and over-the-counter drugs separately 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 think there are many innovations in OTC, which are limited by laws and regulations Therefore, the national OTC association has been reporting to the national authorities for more than ten years With regard to the development of OTC, especially in combination with the relevant policies of the recent "supply side" reform, the State Administration of industry and Commerce has made suggestions on how to meet the needs of consumers I'll explain what I've just mentioned is different dosage forms and tastes, such as Shenbao There are tablets, capsules and oral liquids There were a lot of them before, but only one later It's true that the development of prescription drugs has been relatively good in the past two years, and the development of over-the-counter drugs has been affected to some extent, but I think there may be new changes The current profitability of prescription drugs is poor, for example, the former bidding price of prescription drugs was 12.45 yuan, This is an example For example, in OTC, class B The difference between Class A and class B is that there is a green mark on class B OTC Just mentioned another impact on drugstores Now basically, people in the mainstream industry of United drugstores think that China's chain drugstores will turn from 489000 this year to about 300000 in the future, so that 40% of professional drugstores will close, which means that about one million people are unemployed This is a big problem Because of time, I Jin is always in charge of JD health's medicine and strategic investment Let me ask you a question We know that JD health has split up alone this year After the split, the estimated value of 7 billion US dollars, we all feel that there is another super unicorn This super unicorn is in the whole market reform Actually, for many pharmaceutical companies, we don't know how to play with JD health For example, how to cooperate with JD health as a brand side? What can JD health bring to the enterprise? From the perspective of promotion alone, OTC enterprises were basically putting in advertising fees equivalent to 10% of the transaction volume last year, because advertising in the field of e-commerce is actually a very good means By contrast, there was an industrial enterprise named nice last year However, for the ads in video stickers, the million level investment was only a few hundred yuan Because of its high accuracy and long link, the effect was very poor In fact, e-commerce platform can not only do brand advertising, but also frequently transform from brand advertising to effect advertising At present, we are talking about patient education, which not only improves the education level of patients, but also enhances the cohesion between patients and the platform Just now you talked about the relationship between online and offline, inside and outside the hospital, platform and business I also represent the business to communicate with you Jingdong itself is self-supporting and has its own platform How to balance the competition between a referee and an athlete? Once it was a problem that bothered us, Tencent also gave us the platform Our own team agreed that both of them are our business, more from the perspective of the platform, what kind of service standards the platform's patients need, and then to pursue, are all means to meet the needs of patients, so the platform has no bias The advantages of the platform and self operation are obvious, because for a company like ours, the self operation service is very small, and only cares about the brand, and will not make a particularly large customization, because it will be able to assess and prepare on-line Businesses have a very high degree of professionalism, we can do deep ploughing is far from it In the next year, there will also be several specialized closed-loop and distinctive business cooperation businesses, who can deepen their efforts in our platform, operate patients well, and bring resources in Offline pharmacies also have great advantages, because there are trends and preferences in pharmacies everywhere, so we will have more growth Then there is the actual effect This year, we will cooperate more with B2C and o2o businesses We hope that businesses can combine offline stores, so users need good drugs soon There is still a big difference between the two We believe that we will never have a harvesting platform I hope this kind of commitment will last for many years Many people said that in those days Self operation is your strong point and platform is your short board, so you should support more platforms No matter self operation, platform, online or offline, as long as customer service is good, it is the ultimate goal to solve the problem President Xia, the growth of Dekai medicine is also relatively fast This year, the policy environment of the pharmaceutical e-commerce industry is also relatively good What is the reason for the rapid growth of Dekai medicine? Because what we do is to focus on the users of chronic diseases In fact, the core problem of chronic diseases is to find the cause of primary diseases, take medicine for life, but there is a core problem Such a low-frequency industry grasps some high-frequency scenarios, because these users need to continue to buy and buy regularly Of course, this kind of help is more done together with the industry, because at present, the industry does not rely on such a database In fact, our internal originality is based on such a system, which can reach these departments according to different scenarios and industrial brands This year's policy dividend is very good 21 ministries and commissions have issued documents to support pharmaceutical e-commerce, and the drug management law has been basically implemented, which means that it is legal to sell prescription drugs online Before President Xia talked about in-depth customer service, can you tell a case from a certain point of view, how to serve pharmaceutical factories and customers, and how to use these platforms? Liver and gall are relatively large diseases We can use platforms such as JD and Ali to capture users, and then we will do some deep sinking to help users establish their own electronic drug records Then we can judge the time and period of the disease, including specific needs For example, the liver and gall just mentioned belongs to the third generation, and now there are the fourth generation Of course, there are some remote uses Household is the second generation We will also analyze and judge the purchasing power according to the data of the electronic drug calendar The prices of different drug factories are different So far, the dosage of bolodine is still several hundred Maybe it can afford one hundred a month in a few years We will also provide the patients with generic drugs that meet their needs according to their economic ability At present, we have also added some functions in these details, such as judging according to the disease type of traffic, giving some related suggestions, which is to give a better solution It's not just selling drugs, it's selling solutions Shuangjing pharmaceutical industry is a famous brand of vitamin medicine In recent two years, the brand exposure rate is very high It can be said that it is a successful brand in this field Ma is always the head of e-commerce What are your experiences in both sides of online brand building? Now I am in many departments, all of which are doing brand, e-commerce and market The reason is that I want to better understand the market from the perspective of brand, and also better act on the brand from the perspective of market There is such a reason for sharing The online business you mentioned just now is just a short board What I did at that time was to go to e-commerce The nature of the enterprise determines that some of the things we do now often have some conflicts with our existing partners What is the purpose of going to e-commerce? At the initial stage, it may be difficult to maintain the price In order to ensure this kind of regional price problem, there is such a choice However, e-commerce attracts capital, technology and resources This is a general trend Enterprises are also actively arranging sales in this area We also want to start from o2o for a while ago, that is, to increase the existing channels, and also to enable Online education work and traffic are imported to their end As an e-commerce practitioner of more than ten years, I totally disagree with the point of price confusion What you said may be five years ago, three years ago, or even a year ago Now few people have made articles on price, which should be agreed In fact, this department is not a dispensable thing I think the most important work now is the general manager of brand e-commerce marketing department If we don't do e-commerce, there will be no impact in the short term The key is that the brand is dead Why? We all know that the national tide is rising recently A very big background is that if the younger generation can't see your brand online, then they won't go into the drugstore It's too terrible In the end, there will be no future Double whales are very successful in single products Can you share with us how to break through in a category? Because the e-commerce industry also talks about explosive products and does well offline, how does the brand break through? There are two modes of brand making: one is inheritance, the other is innovation Our enterprises are all of the older generation or a little older We have known this enterprise since the 1950s