High passenger volume and high passenger volume of traditional Chinese Medicine

[market analysis of China Pharmaceutical network] high share and high growth are accompanied by high profits The comprehensive gross profit margin of Chinese herbal pieces is 40.6%, which is second only to health care products in major categories of commodities It is understood that nearly 60% of Chinese herbal pieces have a gross profit margin of 30% - 50%, and those with a gross profit margin of more than 50% account for 29% However, there are two outstanding characteristics behind the remarkable achievements of Chinese Herbal Pieces: precious and fine herbs contribute a lot Secondly, the consumer goods with the same origin of medicine and food have obvious attributes (Su Tiancai, vice president of Zhongkang information) "in 2017, the market scale of Chinese herbal pieces (including donkey hide gelatin) in retail pharmacies will reach about 35 billion yuan, with a compound growth rate of 16% in five years, 5 percentage points higher than that in the industry Correspondingly, the proportion of Chinese herbal pieces (including donkey hide gelatin) in the operating revenue of drugstores increased from 7.5% in 2013 to 9.5%, which increased by 2 percentage points in five years " At the 2017 Xipu conference, Su Cai, vice president of Zhongkang information, released the forecast of CMH of Zhongkang on the retail market scale of Chinese Herbal Pieces in 2017, and carried out in-depth discussion on how to relocate the value of Chinese herbal pieces based on such changes 1 The new profit highlights of Chinese Herbal Pieces industry are driven by policies, consumers, industrial environment and many other factors, and the performance of Chinese Herbal Pieces in 2016 is extremely outstanding By analyzing the proportion of Chinese Herbal Pieces in the retail market in each region, it can be found that in 2016, the proportion of Chinese Herbal Pieces in the retail pharmacies of all provinces in China was increasing, and the higher the city level, the higher the proportion of Chinese Herbal Pieces in the retail market Among them, Fujian and Guangdong, two coastal developed provinces with traditional Chinese medicine health care, the proportion of Chinese medicine in retail pharmacies is more than 10%, and the proportion of Sichuan, Shanghai, Hunan, Liaoning, Hebei, Beijing, Guangxi and other seven provinces and cities also exceeds the national average (6.8%) The rapid rise of new Chinese Herbal Pieces plays an important role in the good performance of Chinese herbal pieces Compared with the traditional pieces, the new pieces represented by ultra-fine powder, broken wall powder and broken wall pieces have obvious advantages in stability, safety and controllability, with a compound growth of nearly 100% in two years and a rapid growth of share from 4% to 12.3% High proportion and high growth are accompanied by high profits The comprehensive gross profit margin of Chinese herbal pieces is 40.6%, which is second only to health care products in major categories of commodities It is understood that nearly 60% of Chinese herbal pieces have a gross profit margin of 30% - 50%, and those with a gross profit margin of more than 50% account for 29% In 2016, the average sales contribution rate of Chinese herbal pieces (excluding donkey hide gelatin) in drugstores was only 6.8%, but the gross profit contribution reached 7.9%, and the comprehensive gross profit rate was more than 40% Among them, the typical ones are the great ginseng forest and the common people, with the gross profit contribution rate reaching 16.5% and 14.3% respectively There are two outstanding characteristics behind the remarkable achievements of Chinese Herbal Pieces: precious and fine herbs contribute a lot The sales volume of precious and fine medicinal materials accounts for half of the market of medicinal materials (decoction pieces) in drugstores, and the growth rate is faster than the overall market Secondly, the consumer goods with the same origin of medicine and food have obvious attributes The drug and food congeners accounted for more than 55% of the drugstore's market, which indicated that the purchase behavior of drugstore's market drugs (pieces) was mainly used for health care and health preservation 2 The change of consumer demand behind the hot sale the hot sale of Chinese herbal pieces is closely related to the aging population, the promotion of consumer health care awareness and the upgrading of social consumption According to a consumer interview conducted by Zhongkang information, consumers' demand for Chinese herbal pieces can be summed up in four aspects: treatment of diseases, auxiliary treatment, prevention of diseases and health care Generally speaking, the treatment of diseases is mainly based on traditional pieces and formula granules, and the last three needs are mainly met through refined pieces, as well as new pieces represented by broken walls and ultra-fine powder Considering the influence of factors such as consumers' age and use scenarios, the survey found that: for the purpose of treatment, consumers choose more ordinary pieces of decoction, and a small number of young consumers will try formula granules; For the purpose of health care, the old consumers prefer traditional refined pieces, while the young consumers prefer new pieces (mainly broken pieces) that can be directly prepared and used anytime and anywhere According to the above analysis, the consumer portrait is undoubtedly more intuitive and instructive for drugstores The consumers of traditional Chinese medicine pieces can be summed up as "leisure, smart and money saving type" The characteristics are as follows: Retired group over 50 years old, more women, no pressure on economy, conservative thinking, sub-health group, strong self-care awareness The consumers of the new type of decoction pieces can be summed up as "busy, rich and rich, but not poor in money" The characteristics are as follows: middle-aged workers aged 35-50, with high income, high education, open-minded, willing to accept new things, in a sub-health state, and strong self-care awareness This can also be explained by the purchase behavior of consumers Generally speaking, consumers focus on two aspects: functionality and emotion The former pays attention to good curative effect, quality and safety, easy to use and easy to carry / preserve; the latter pays attention to the pursuit of high quality and the search for a healthier lifestyle, which is the embodiment of self-esteem The disadvantages of the traditional pieces, such as inconvenient use, unfavorable to the formation of medication habits, uneven quality and low utilization rate, drive more and more consumers to choose new pieces that not only have health care and chronic disease auxiliary functions, but also are good gifts 3 High customer list, high passenger flow, and the absorption effect of Chinese Herbal Pieces show that Zhongkang CMH research data points out that drugstores are the channel for consumers to buy Chinese herbal pieces, 83.4% of consumers will choose to buy them in drugstores This is mainly driven by three factors: convenience; second, brush medical insurance and price advantage; third, consumers' trust in the quality of pharmacy products According to the analysis of small ticket data of 1000 drugstores, the proportion of Chinese Herbal Pieces in the turnover of drugstores is increasing In 2016, the average monthly sales volume of Chinese herbal medicine stores exceeded 20000 yuan, with the growth rate more than twice the total turnover of drugstores In the sample stores, the sales proportion of Chinese Herbal Pieces increased from 10.5% to 11.4% Many people think that the high growth of traditional Chinese medicine Pieces comes from its high customer price (due to the hot sale of expensive and fine pieces, the average customer price of simply buying traditional Chinese medicine Pieces reaches 267 yuan / person time, which is 4.62 times of the average customer price of drugstores), but the research results show that high customer flow is the key In the second half of 2016, the monthly average number of pieces of drink per customer showed a significant upward trend By December, the number of pieces of drink per customer had accounted for 4% of the total number of drug stores The absorption effect of Chinese herbal pieces has been shown More importantly, due to the completely different consumer groups and use scenarios between new and traditional pieces, it brings pure incremental sales to pharmacies In 2016, when the new type of Panax notoginseng decoction pieces achieved high growth (134%), the traditional Panax notoginseng still maintained a little higher than the normal growth rate of the industry (17.2%), and the overall market size of Panax notoginseng reached 2.562 billion yuan A more typical case is Houttuynia cordata As a kind of small pieces with annual sales less than 10 million yuan, driven by the broken pieces of Houttuynia cordata cordata, the compound growth rate reached 131% in 2016, and the total market scale jumped to 75.6 million yuan (the content of this article is simplified and sorted out according to the speech report of 2017 Western Conference, please refer to the on-site release for details) the original title: high customer list, high passenger flow! The period when the value of Chinese Herbal Pieces in retail pharmacies broke out has come? Speech: Su talent ︱ vice president of Zhongkang information collation: mingle seizes the business opportunity of pharmaceutical machinery and equipment industry, please download app (Pharma general, Android version)!