Author: Yu Benhai, Yao Tao time: 2007-1-2211:16: 00 Source: On the World paper net.
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Establish a strategic alliance of manufacturers and create a unique business model.
abstract:
After more than ten days of investigation and visits, according to the current market situation, there are no fewer than 50 or 60 varieties for treating gastrointestinal diseases, such as Modilin, Weixian U, Jianwei Xiaoshi tablets and so on. However, the market is still dominated by Yesen's Modine, improved Starbucks, Sunflower's Weikangling, Harbin Medicine's Weibizhi and other varieties, each accounting for a part of the market share. Although the media inserts advertisements of various gastrointestinal drugs from time to time in prime time, when dealers mention the sales market of gastrointestinal drugs, they always complain: "Stomach drugs are too difficult to make". Is that really the case? In view of this problem, I visited pharmaceutical companies such as Jiuzhoutong in Hubei, Jacky, Shuanghe in Hunan and Veterans, and had a wide discussion on gastrointestinal medication. Today, I will talk about my personal views and opinions on market research for your reference. Please criticize and correct my shortcomings.
Main text:
I. Market Overview
With the improvement of people's living standards, the progress of the times and the change of environment, the incidence of gastrointestinal diseases accounts for 20% of patients, digestive system patients account for 15%, hospital drug sales account for 18%, and OTC drug sales account for 25%. Therefore, gastrointestinal medicine is a product with broad market and considerable profit.
Rank chart according to sales amount 1
According to the sales ranking Figure 2
As can be seen from the figure, in the drug retail market, the sales of gastrointestinal drugs account for 30% of the total drug sales, and the sales volume is also increasing year by year. Therefore, with the accelerated pace of life, the number of patients with gastrointestinal diseases is also increasing year by year. According to the guiding ideology of serious illness to the hospital, minor illness to the community, and commonly used drugs to pharmacies, OTC varieties are also increasing year by year, thus promoting the growth of gastrointestinal drugs sales in the retail market.
Second, the market characteristics:
1, Chinese patent medicine and chemical medicine. In the chemical medicine market, motilium, Daxi tablets and Starshu capsules are the main brands in the gastrointestinal medicine market, occupying the wall of the gastrointestinal medicine market. But Chinese patent medicine still has its advantages. Because gastrointestinal diseases are mostly chronic diseases and need long-term medication, traditional Chinese medicine is welcomed by patients because of its small toxic and side effects and independence for long-term use. Therefore, there is still some room for development of Chinese patent medicines for gastrointestinal use.
2. Brand and market advantages. There are many dominant brands in the chemical medicine market, such as motilium tablets and Starshu capsules, which have always ranked first in the sales of gastrointestinal drugs with absolute advantages. In the market competition, the strength of enterprises can not be ignored. Strong advertising and extensive distribution channels are unmatched by many Chinese patent medicine manufacturers.
3. Advertising and product sales. A good advertising idea can make an enterprise famous overnight and double its sales. The enterprise that has benefited the most from advertising in China is Revision Pharmaceutical. With its unique advertising creativity, Xingshu Capsule has impressed many consumers with its products, and its sales volume has been at the top of the list for a long time.
Third, the diversity of brands.
1, motilium tablets. Xi Anyansen Pharmaceutical Co., Ltd. is one of the earliest foreign-funded enterprises introduced in China, and also the first enterprise in China to put forward the concept of "gastric motility". With good marketing and strategy, the company has made the popularity of motilium tablets as gastrointestinal drugs in China rise continuously, thus stabilizing the king position of motilium tablets in the stomach medicine market. Through doctoral education and academic conference promotion, combined with brand advertising, the company makes its products have high visibility and influence. In the retail market, moderate prices have promoted the sustained growth of retail sales, but in recent years, the sales volume has also shown a downward trend.
2. Stashu space capsule. From the beginning, the product was oriented to the retail market as the main direction, and then through media advertising, an ordinary peptic ulcer drug was built into a well-known brand of stomach medicine. However, with the decrease of corporate advertising, Starshu brand is gradually fading out of people's sight.
3. Jiang Zhong Jianwei Xiaoshi Tablet. As a digestive aid, this product is more mature than other products on the market and has no obvious age characteristics. In all age groups, the market penetration rate is in the forefront. Although the market share is small, the patient loyalty is high, which shows that it still has certain competitive advantages in the market.
4. Liao Feng Changweikang Mixture. It is the first product made of natural plant medicinal materials in China, using traditional folk classic prescriptions of Polygonum hydropiper and Radix Isatidis. It is mainly used for clearing away heat, eliminating dampness and relieving depression, and is used for treating acute and chronic gastroenteritis, colitis and diarrhea. According to the relevant data of the Ministry of Health, the incidence of gastrointestinal diseases in China is as high as 1 1.8%, and the number of people who adapt to the treatment of this product is about 460 million every year. Although the product has not been listed yet, it is expected that the prospect of this product is very considerable.
Fourth, market analysis.
Market survey shows that, on the surface, there are too many kinds of gastrointestinal drugs in China, the market competition is too fierce, and the patient's return rate of the same drug is low. To solve this problem, I visited Professor Chen from the Department of Gastroenterology, tongji hospital. He said that it usually takes three periods for a gastrointestinal drug to be accepted by the market: one is the market start-up period, during which most patients don't know much about their illness, and the market demand is generally small. With the popularization of gastrointestinal drugs and the deepening of lectures on gastropathy, patients began to pay attention to their own condition and look for drugs suitable for their condition. Because of the numerous drug publicity in the market, people are dazzled and at a loss, thus entering the stage of blind obedience. With the deepening of gastrointestinal drugs advertising and word-of-mouth effect, the patient population of superior products is expanding, and most of the market is gradually divided by several superior brands, and the market has entered the stage of brand monopoly. Therefore, enterprises can create customers and win the market as long as they are good at grasping the market, boldly innovating, striving for survival and development through cracks, adjusting their business ideas in time, cultivating and building the core competence of enterprises, implementing the overall marketing strategy of building platforms, sharing information, complementing advantages and sharing benefits, and realizing top-down logistics and network information flow.
V. Investment strategy
Investment promotion is one of the key links in the marketing process of converting products into money, and it is also the only way for enterprises to push products to the market. Any product that wants to go to the market must be delivered through the network channel, and this sales network is the dealer, so where does the dealer come from? This is our preliminary work for attracting investment. Many enterprises think that as long as they have good products and policies, they will recruit dealers, but they are not. Attracting investment seems simple, but it is not easy. If you want to take money from other people's pockets, you should not only have good products and policies, but also be organized, planned and targeted, pay attention to every detail, make friends first, then do business, and be honest with each other. Only in this way can enterprises make friends all over the world and be proud of all corners of the country.
(1) Identify the market and determine the investment target.
The choice of dealers depends first on whether they have economic strength and team, whether they have market operation ability and whether they have confidence in the company's products. Although economic strength is only one aspect, it mainly depends on whether their marketing ideas meet the requirements of the company. Improper selection of dealers will lead to disconnection and "death" of cooperation. If the dealer falls down, it seems that it is only the loss of the dealer and has no impact on the enterprise, but it is not. Because a product enters a market, the number of dealers is limited, and the dumping of local dealers represents the loss of enterprises in the market in this area. It will not be so easy for enterprises to re-enter the market. It is unknown whether it is caused by the dealer's personal reasons or other factors. Because people don't know the truth of the matter, they will only make irresponsible remarks about the enterprise, so it is very difficult for the enterprise to develop new distributors again. Therefore, enterprises lose not only dealers, but the whole market. Then when we are looking for dealers, we can try to find them from competitors.
1, looking for a competitor's dealer. Because competitors' dealers are familiar with products, industries and market operations, they have certain advantages in starting the market.
A. dealers with poor business conditions. This kind of dealer should determine whether it is due to insufficient support from rival manufacturers or poor management from their own manufacturers, which leads to poor dealer performance, not their own reasons. We can persuade them to give up their competitors and become our distributors.
B. Dealers who are in good operating condition but dissatisfied with the manufacturers. This kind of dealers operate well and sell well, but they lose confidence in the commitment of the manufacturers, their interests are not guaranteed and they are very dissatisfied with the manufacturers. We can persuade them to give up their competitors and become our distributors.
C. dealers who are in good operating condition and satisfied with the manufacturers. This kind of dealers have high loyalty, but we can use the price difference to persuade them to reuse after-sales personnel. Because of different prices and different consumer groups, it will not pose a threat to competitors, and it will kill two birds with one stone for dealers.
2. Look for dealers who distribute related products. Related products refer to products related to enterprise products. Because of the correlation of these products, the operating modes of the products are similar to some extent. Such dealers have certain economic strength and sales experience, and have a strong sense of distribution, so dealers are often more likely to get involved.
3. Look for potential dealers with idle funds. This kind of dealer has certain financial strength and investment desire, but lacks industry knowledge and distribution experience. Such dealers often do things seriously, as long as they are trained and guided, they are good dealers.
(two) the establishment of a model market, showing the style of enterprises.
1. Show the strength of the enterprise and let the dealers know the past of the enterprise. Corporate image is the key to product investment. To distribute the products of an enterprise, a dealer must know the enterprise, its past, present and future. How to convince distributors of our company and our products, it is far from enough to rely on the company's verbal expression, but also need to produce convincing things such as award certificates, medals, medals, reports and so on.
2. Establish a model market to let dealers see their future. In the process of attracting investment, it is not enough for an enterprise to rely only on an investment advertisement and the lobbying of business personnel. We should let the dealers see the real thing. This requires the establishment of a model market. From the construction of the market to the training of shopping guides, it is necessary to standardize, so that the model market becomes the image project of the enterprise and the dealers feel that this is their future.
3. Make a long-term plan and let the dealers see the development prospects. Enterprises should make long-term plans, describe the prospects and establish a long-term corporate image. Let dealers feel that this is an enterprise with great development potential, and there is great potential for cooperation with such enterprises.
(3) Establish strategic alliance of manufacturers and create unique market operation mode.
1, a joint manufacturer with complementary advantages. Logistics is the main body of generic drug product sales in enterprises, which is not only the embodiment of terminal performance, but also the center of product diversion. If enterprises want to stand on their own feet and develop healthily in the fierce competition, they must cooperate with manufacturers and complement each other. Therefore, our work should focus on terminal promotion, invest in businesses, give full play to the resource advantages of businesses and enterprises, and carry out publicity, which will not only bring benefits to businesses, but also improve their visibility. On the other hand, the market risk was avoided, and the terminal promotion was carried out, which fully improved the relationship between customers and unified the interests of both parties, thus solving the man-made obstacles of the terminal and truly achieving the goal of doing a good job in the store and driving a large area.
2. Establish an operational business model so that dealers can distribute with confidence. It is not only simple and easy to operate for enterprises to create an operational simple distribution model for dealers, but also good profits for dealers as long as they operate according to this model. Usually, dealers are not worried about the amount of investment, but how to sell it after purchasing. A good distribution model can make dealers feel that enterprises are not circling money, but helping them make money, thus eliminating the worries of dealers.
3. Face-to-face communication to activate the market. Products. In marketing, we should actively and extensively contact with local hospitals, organize some authoritative gastroenterologists, and hold regular consultation activities for face-to-face communication between doctors and patients. Through communication, the advantages of enterprises in R&D, sales and application are fully reflected, and communication with consumers is the focus of promotion, avoiding fierce terminal competition, enabling enterprises to position themselves accurately and forming the interaction between brands and consumers' needs. Therefore, whoever touches the patients will win the market. Whoever has loyal consumers will have this huge market resource. Whoever has this resource, the market will continue to expand and the profits of enterprises will continue. And through the word-of-mouth and exemplary role of old users, it also helps to attract new users. Enterprises want users to be loyal to the brand, first of all, enterprises should be loyal to users and treat users as friends. If you don't consider the problem from the customer's point of view, the enterprise is doomed to be eliminated by the market.
In a word, enterprises should be targeted when attracting investment, and they should not blindly dream of catching all the fish in the river. Only by choosing the right dealers and cooperating sincerely can a virtuous circle be realized.
Ending of intransitive verbs
If the 1990s is the era of huge profits of gastrointestinal drugs, then the gastrointestinal drug manufacturers in 2 1 century have entered the era of small profits. Under such circumstances, enterprises should carefully examine their own marketing model, create a unique mode of operation, organically combine terminals with customers, cooperate with stores and enterprises, and cultivate a group of pragmatic and dedicated terminal maintenance experts, so that enterprises can develop and grow. [