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the current second-level differentiation of China's medical device industry is very serious, more than 80%of the operating income of enterprises are below 30 million, and the number of enterprises with operating income of more than 100 million is about 3%, the reason for its success is regular, such as research and development investment zero enterprises, in the market is not competitive;benchmarking refers to enterprises in the field of well-known enterprises as a benchmark, from all aspects of the benchmark enterprises to compare, analyze, judge, through learning the advanced experience of others to improve their own shortcomings, so as to catch up with the benchmark enterprises, and constantly surpass themselves, the pursuit of excellence, the pursuit of organizational innovation and process re-engineering, and constantly pursue excellent performance of the virtuous cycle processthe author selected three well-known enterprises in the field of sub-sectors, do the conventional medical device enterprises can be standard Shenzhen Meirui, do chemical light-emitting enterprises can be standard new industry, do low-value supplies enterprises can be standard Jiangxi 3L, a comprehensive review of the core issues of the enterpriseThe table data is derived from the listing announcement signed by three companiesComment:1, this table of Shenzhen Meirui data is 2017, domestic sales accounted for 50.52%, MeiRui's products have entered 190 countries and regions, because in the United States and some Europe to take direct sales, so sales costs are a bit high, marketing staff a little more2, new industries are 2019 data, foreign sales accounted for 20.39 percent, has entered 143 countries and regionsThe new industry involved in chemical luminescence, net profit rate of 46%, again shows that the technical threshold is relatively high product operation is really profitable, and the net profit rate of conventional medical equipment is about 20%, low-value consumables in 10%There are new industries with strong asset realization capacity, short-term solvency is also strong, and debt is relatively low3, Jiangxi 3L is the 2016 data, is research and development, the production of high-quality one-time sterile medical polymer products enterprises, the use of direct marketing-based, distribution as a supplement to the sales model, so accounts receivable reached 290 million yuan, accounting for 71.7% of operating income, accounting for the turnover is also very low, to 1.45 times, operating activities to generate net cash flow is also relatively small, the author is moreBird can soar the blue sky because there is a pair of wings, enterprises are the same, medical device manufacturers a pair of wings is research and development and marketing, research and development investment accounted for about 10% of operating income is more appropriate, up to no more than 20%production workers only need high school students, secondary school students can, but the academic requirements of research and development personnel to be high, with a master's degree to be about 16%, ph.d in to reach about 0.6%, the number of research and development personnel to reach the total number of enterprises about 18%Even if you do low-value consumables, you must have 3% of the research and development investment, in order to maintain competitiveness in the marketbut there are currently 80% of enterprises are not doing research and development, no research and development investment, only price, price is not your competitive advantage, price reduction each enterprise will, the price is only lower, there is no minimumChinese philosophy pay attention to the middle way, your research and development investment of more than 40%, even higher, there are serious problems, it is difficult to survive! Unless it keeps attracting investors to keep investing and raising moneyoriginal products, technology in the world's leading or high-tech enterprises usually more than 40% of the research and development investment, but these products Shandong Weigao do not do, Shenzhen Meirui also do not get involved, Xinhua Medical and Fish Leap Medical is not touched, medical device listed enterprises and annual sales of more than 100 million enterprises do not do very can explain the problem Ma Yun in the entrepreneurial period to raise funds, looking for a lot of investors, many banks, with super-class speech eloquence has not been a success, but in the medical device industry, to do domestic original products, technology in the world in a leading position or high technology content of the vast majority of enterprises are easily integrated into the capital, even if there is no sales take stone-burning medicine as an example: Stone-burning medicine has received multiple rounds of financing since its inception in 2014, and was founded with a 40 million yuan investment in Northern Lights Ventures and Lenovo Star, followed by a 40 million yuan investment in 2015, 2016, 20 19 years have been a triple round of a-plus, B,C financing, investment institutions including Sequoia Capital, Jifeng Capital, Bank of China International, GIC Singapore Government Investment Corporation, etc., official website data show that up to now, burning stone medicine has accumulated financing of 240 million U.S dollars the first quarter of 2017 to 2020, the Company posted net losses of RMB131 million, RMB177 million, RMB169 million and RMB52.57 million, respectively Losses in the past four years have exceeded 500 million yuan Research and development costs accounted for 40% of its operating income in 2019 in the medical device industry, domestic original products, technology in the world's leading enterprises, but as of now there is no successful precedent (into more than 80% of tertiary hospitals and become mainstream technology), less than 10% of the original products of enterprises difficult to survive, because the original products to run prices, health insurance, catalogs, academic promotion, the construction of marketing team, window hospitals, channels, terminals, management systems, etc., to do a good job of national prices for at least ten years, not to mention other The only company that makes a profit is the sales department, and the rest is a cost center the development of a pair of wings in addition to research and development, more important marketing After all, research and development, production, administration, finance are spending departments, only sales departments are to create profits the number of sales staff to account for about 28% of the total number of sales, sales costs to account for about 26% of operating income Sales staff's education in college or undergraduate degree can be but 80% of the number of domestic medical device enterprises sales staff in the long term below 10%, and even sometimes administrative logistics staff than sales staff more, sales staff turnover rate of more than 80%, in the enterprise the highest position is financial, the lowest status is actually sales staff I want to break the head also do not understand, the financial than the sales staff will still sell goods, but also to create profits? Enterprises are hurt by individual sales staff with poor moral quality, and they have a sense of defensiveness and distrust of other sales staff Usually half a year, a year at most two years of excellent and poor performance of the sales staff will leave Open your eyes and clear the mines Business leaders should have a good insight (insight), in the process of targeting well-known enterprises to find problems, remove the mines in the development of enterprises, can not blindly copy the number of small dealers in the new industry is many, and the implementation of the two-ticket system of medical supplies is to eliminate small and medium-sized dealers 's revenues for the new industry in 2019 will be only one-fifth that of Shenzhen's Meirui But the number of domestic dealers is nearly twice the number of Shenzhen Meirui, even with the same chemical light-emitting field of Antu is also very different, Antu 2019 2.679 billion, the new industry only 1.68 billion, the number of Antu dealers in more than 1,000, but the number of new industry dealers reached more than 2,000 the average purchase amount of dealers in the new industry in 2019 is 800,000, which means that dealers with more than 10 million revenues are less viscous, low-dependent, low-loyalty, and vulnerable to being dug up by competitors Jiangxi 3L is the medical device industry is very few direct sales-oriented enterprises, direct sales accounted for more than 70% of operating income, in the medical supplies two-ticket system, there will be more enterprises from the distribution system to direct sales Thinking, mind and courage are extremely important to the enterprise for example: vacuum blood vessels, syringes and other low-value consumables product registration certificate in about one hundred, which means that there are a hundred manufacturers in the competition, the price competition is unusually fierce How to solve this problem? At present, hundreds of manufacturers are in the same dimension (market environment, face customers, the resources are similar) is difficult to solve but adopt a rising-dimensional strike strategy can be easily resolved, other competitors are only focused on the domestic market in China, while Jiangxi 3L is standing at the level of the whole of Asia, bravely go out and integrate resources, open factories in Cambodia to produce low value-added, more competitive products, significantly reduce manufacturing costs (Cambodian workers pay only 25% of the wages of Chinese workers), in the enjoyment of local preferential policies, but also can spread product sales to Southeast Asia more than 80% of small and medium-sized medical devices of the head of domestic enterprises do not listen to this You know i've done one thing now, that is, the sales staff who are fired or left are no longer hiring, because some of the sales people who leave the sales force have gone to work with a competitor, is not to lift a stone to their feet? Next year is also ready to do one thing, this matter thought for a long time still dare not do, is to fire all dealers, because there are dealers secretly copy my products to open factories, production and i exactly the same products let us dial the time hand back to more than 20 years ago, more than 80% of small and medium-sized medical devices in charge of the domestic enterprise is the sales staff who left, actually is the dealer who secretly imitates other people's products, more than 20 years is a reincarnation, the world is really wonderful.