"Advertising King" Harbin Pharmaceutical, what is the status of other established pharmaceutical companies who love to smash advertisements?

To make matters worse, Harbin Pharmaceutical Investment, which has been seeking transformation and eager to fight a "turnover", has stepped on a huge thunder——

In 2020, Harbin Pharmaceutical suddenly announced that its investment target company, the US health care product giant GNC Holdings Inc, had filed for bankruptcy and reorganization, and the 2 billion investment or lost money
.
(For details, please stamp: "2 billion investment, 770 million US dollars, and then bankruptcy GNC Harbin Pharmaceutical Emergency Clarification.
.
.
")

In addition to the business level, the talent level of Harbin Pharmaceutical Group has also undergone great changes in the past two years
.
According to statistics from Sina Pharmaceuticals, from 2019 to 2020, a total of 5 senior executives from Harbin Pharmaceutical Group resigned
.

The turbulence of talent has undoubtedly made this veteran pharmaceutical company, which is already in the midst of the ups and downs, deeper into the quagmire
.

The "Harbin Medicine Model" that Harbin Pharmaceutical once pioneered to achieve huge commercial value for the company through sky-high advertising has also been imitated by many competitors
.

Now that the "Harbin Pharmaceutical Model" is not working, Harbin Pharmaceutical is stuck in a quagmire and cannot get rid of it.
How are other well-known old pharmaceutical companies that also use advertising and marketing, and how are they doing now?

Amendment to the pharmaceutical industry: the dream of listing and then breaking into the liquor industry

Xianyang Pharmaceutical is also a big player well versed in advertising and marketing.
Through celebrity endorsements, Xianyang Pharmaceutical has successfully made "Sidashu, Feining Granules, Liuwei Dihuang Capsules, Ganyu Capsules.
.
.
" and other products successfully known to the public.
Brought huge profits to the enterprise
.

Statistics show that as early as more than 20 years ago, Amendment Pharmaceuticals had achieved a significant increase in benefits through advertising, and quickly became the leading pharmaceutical company in Jilin Province
.

After that, Amendment Pharmaceutical continued to bombard with advertisements to spread the brainwashing advertisement of "Stomachache, stomach acid, stomach bloating, please use Sidashu" throughout the streets and alleys, and at the same time firmly occupied the first position in the stomach medicine market, and quickly realized the three The level jump has established the status of the Chinese medicine industry
.
Its chairman, Xiu Laigui, also made the Hurun Rich List in 2007 and has become the richest man in Jilin Province for many years
.

However, after gaining popularity, the hot-selling drugs such as Antelope Cold Medicine Capsules and Starshu, etc.
of Amend Pharmaceuticals have fallen into the vortex of the "poison capsule incident"
.

The "Poison Capsule Incident" discredited Xianyang Pharmaceutical.
Coupled with the restrictions of catching up with TV commercials and the deterioration of TV marketing effects, the development of Xianyang Pharmaceutical has become difficult
.

Then, after the product quality and bribery problems broke out one after another, Amendment Pharmaceuticals has been caught in an online lending storm in recent years, and disputes have continued
.
And the road to listing it has been seeking is getting more and more difficult
.

In 2003, after the reform of the shareholding system, Amendment Pharmaceuticals started the road to listing.
Over the years, Amendment Pharmaceuticals tried multiple listing plans such as backdoor listings and listings in Hong Kong, but the final result was nothing
.

The most recent time was, in July 2019, Amendment Pharmaceutical hoped to form a backdoor reorganization and listing with Jiyao Holdings, but it failed again
.

Although the listing plan has repeatedly frustrated, the pace of expansion of the revised pharmaceutical industry has not stopped
.

It is reported that the correction medicine industry is fully diversified, from mineral water, biscuits, beverages, baby products, toothpaste, tea, facial mask, health wine to logistics express companies, everything
.
Recently, it has been reported that Amendment Pharmaceutical is planning to acquire a liquor company in Maotai Town and is determined to make liquor
.
But from the performance point of view, these diversified strategies have not yet brought good benefits to the correction medicine industry
.

Nowadays, the correction medicine industry seems to want to become a diversified large health company.
Whether the correction medicine industry will return to its roots, increase research and development, and pay attention to medicines, has become the focus of the industry
.

Sunflower Pharmaceuticals: Actual controllers are in jail, revenue drops for two consecutive times

In the advertisement of a pharmaceutical company, "Little Sunflower Mom's class has started.
.
.
" This advertisement is certainly familiar to the public
.
Relying on "advertising bombing + ground pull", Sunflower Pharmaceutical has established a strong brand advantage and market position in the past
.

However, in 2019, after the controller Guan Yanbin was accused of "killing his wife", the decline of the sunflower pharmaceutical industry began to be exposed to people
.

In terms of performance, the 2020 performance report disclosed by Sunflower Pharmaceutical shows that the company achieved revenue of 3.
462 billion yuan during the period, a year-on-year decrease of 20.
81%.
In 2019, the company's revenue was 4.
371 billion yuan, a slight decrease of 2.
24% year-on-year
.
As a result, Sunflower Pharmaceutical has seen revenue decline for two consecutive years
.

According to feedback from market personnel, in recent years, the incremental space for the over 100 million varieties of sunflower medicine has become smaller and smaller, which seems to have encountered a development bottleneck
.
According to the performance report of Sunflower Pharmaceutical in recent years, its performance description of "OTC" is becoming more and more low-key:

In 2018, there were 63 products with a sales value of more than 10 million yuan, of which 11 products exceeded 100 million yuan
.

In 2019, 5 single products of Xiaokuihua Children's Medicine sold more than 100 million yuan, and more than 10 products sold more than 10 million yuan
.

In 2020, (the company) will lead the industry in terms of overall sales scale, product volume, and key indicators of the number of single products with a value of 100 million yuan
.

Once the head of Sunflower Pharmaceutical, Guan Yanbin put forward the goal of "achieving annual sales of 3 billion yuan by 2013 and 10 billion yuan by 2018".
Looking at it now, there is still a big gap between this goal
.

But what is worthy of recognition is that Sunflower Pharmaceuticals currently emphasizes that it will further focus its R&D, production and marketing resources on the "children's drug strategy", consolidate its advantages and hope to expand its leading advantages, and use the "gynecology and elderly" categories as tactics.
Sexual supplement growth and stable cultivation
.

After "encountering the black swan incident" and facing the industry watershed, Sunflower Pharmaceutical chose to increase R&D and focus on its main business.
If it can reverse the decline in the future, it will further consolidate its leading position in pediatric drugs
.

China Resources Jiangzhong: revenue declines, personnel turmoil

"Jiangzhong Jianweixiaoshi Tablets" is also a national brand that has reached millions of households through TV commercials, and Jiangzhong Pharmaceutical is well known for this
.
In the ups and downs of veteran pharmaceutical companies, Jiangzhong has been seeking innovation and change.
The road of transformation seems to have gone a lot more steadily, but in fact, there are also undercurrents
.

In 2019, Jiangzhong Pharmaceutical was acquired by China Resources Pharmaceutical Holdings Co.
, Ltd.
(referred to as "China Resources Pharmaceutical"), and launched the new brand "Lihuo" that year, aiming to create another brand that is as famous as the famous "Jiangzhong Jianweixiaoshi Tablets" Single product
.

At the same time, contrary to Harbin Pharmaceutical's ignorance of Internet marketing, Jiangzhong has always emphasized the need to continue to innovate, actively embrace the Internet, and constantly try new multi-channel and multi-platform marketing models and new strategies, but the results seem to be unsatisfactory
.

A few days ago, Jiangzhong Pharmaceutical released its 2020 annual report.
During the reporting period, the company achieved operating income of 2.
441 billion yuan and nearly 474 million yuan of profit attributable to the owners of the parent company
.

By comparing the data of Jiangzhong's 2019 annual report, revenue was 2.
449 billion yuan, a year-on-year increase of 39.
55%, while net profit was 479 million yuan, a year-on-year increase of 1.
96%
.

It can be seen that Jiangzhong Pharmaceutical has changed from "increasing revenue without increasing profits" in 2019 to an embarrassing situation of "increasing profits without increasing revenue" in 2020
.

From the perspective of key product data, according to China Science and Technology News, the overall sales of Jianweixiaoshi tablets from 2015 to 2020 are on a downward trend, respectively 210 million boxes, 195 million boxes, 197 million boxes, 181 million boxes, 177 million boxes and 170 million boxes
.
Sales in 2020 fell 3.
94% year-on-year
.

It can be seen that Jiangzhong Jianweixiaoshi Tablets have entered the mature period or even the decline period of the product, and are facing the problem of weak performance growth
.

In addition, in 2020, Jiangzhong Pharmaceutical also encountered a number of senior executives leaving:

In January 2020, Luo Juan, the financial director of Jiangzhong Pharmaceutical, offered to resign;

In April 2020, Director Mr.
Liu Dianzhi and Supervisor Ms.
Yu Qi also proposed to resign;

On December 31, 2020, independent director Ms.
Cai Suhua, deputy general manager Ms.
Wu Xia, and supervisor Liu Yaoming announced their resignation
.

Frequent changes in personnel also means, to a certain extent, turbulence within the company
.

It can be seen that Jiangzhong Pharmaceutical's road to break through has not been smooth sailing
.

"TV advertising marketing" was the magic weapon for many pharmaceutical companies in the 1990s.
A large number of products and a large number of companies were therefore familiar to the common people.
However, with the development of the times, the aura of star products gradually faded, and every company ushered in Sina Pharmaceuticals will continue to pay attention to how these companies will transform in the future, despite their respective development problems
.

Reference source:

1.
Rongzhong Finance "The Decline of Harbin Pharmaceutical"

2.
Hua Finance "Fix the difficulty of listing in the pharmaceutical industry, and find another way to make liquor"