Industry reshuffle continues!

As the New Year is approaching, the epidemic situation is repeated, and many pharmaceutical companies are not only worried that the epidemic will affect their performance, but also lack of various materials and spirits
.
After nearly 10 years of shuffling, the development of the pharmaceutical market has become very clear
.
10 years ago, the reshuffle started quietly.
The hierarchical management of antibiotics, the price reduction of traditional Chinese medicines, the promotion of basic medicines, and the implementation of the new version of GMP.
Commercial giants began to deploy in the national market
.
Innovative drugs, vaccines, and diagnostic reagents that investors are concerned about have opened up new tracks
.
Ten years later, China's manufacturing has reached a new level.
Consistency evaluation and innovative R&D power have been continuously increased.
The original research has been quite effective
.
The channel pattern has basically been established, the distribution and business layout has been completed, the chain pharmacy has expanded by more than half, and the private hospital has entered the second stage of integration and adjustment
.
The biopharmaceutical industry continues to heat up, and the future can be expected under the catalysis of the epidemic
.
01.
Redistribution of document number resources and redistribution of upstream interests The most valuable resource of pharmaceutical companies is the scarce document number, and the most valuable resource of agents is to operate these products with space
.
After several rounds of centralized procurement, many big manufacturers have returned to direct sales, but the direct sales at this time are not clinical promotion, but commercial distribution
.
Small factories have also completed the "triple jump", from nationwide telephone investment promotion to telephone investment promotion while OEM, and then OEM and regional investment promotion
.
Some famous Chinese medicine companies invest in biological and chemical medicines, some chemical companies expand Chinese medicine decoction pieces, and some are unable to withstand financial pressure or have quality accidents
.
In short, the overall situation has been set, and the final trend of shuffling is to reallocate resources and redistribute profits
.
02.
Single-channel desalination and omni-channel testing In the past ten years, the sales channels of pharmaceutical companies have changed from the pure clinical hospital market to the “dual-track system” of hospital retailing, and then settled in the county-level grass-roots market after graded diagnosis and treatment, and then to today’s omni-channel open cooperation and integration of online Platform, hospital, retail, third terminal, covering multiple roles such as doctor, patient, payer, industry, retail and so on
.
In particular, the introduction of digital management has greatly improved the efficiency of enterprise management, and the omni-channel is expected to develop collaboratively.

.
03.
There are few increments in the grass-roots market, and the promotion in counties and townships is difficult to see results.
In the process of public hospital reform, many enterprises have aggressively entered the grass-roots market and the third terminal
.
Due to the long-standing differences in the drug structure between urban and rural areas in China, the county market was regarded as the last fertile ground in the incremental market a few years ago.
However, with the process of urban-rural integration, the differences in habits between cities and counties are getting smaller and smaller, and the drug structure is similar.
, the grassroots market competition intensified
.
In particular, the grassroots diagnosis and treatment market is no longer dominated by products and "people", and more and more professional teams have begun to undertake grassroots traffic
.
04.
The development of e-commerce is in full swing, and the control of sales of general medicines is gone.
A few years ago, the sales of medicines in e-commerce was regarded as a chicken rib, and some people asserted that "e-commerce is a paradise for health care products, and medicines are professional products, which cannot be sold online
.
" Nowadays, they have been "slapped in the face", and drug e-commerce has developed rapidly and has perfect services
.
Although online drug purchases have been "shouted" by many drug intermediaries, the development of e-commerce cannot be stopped
.
The online platform uses the physical pharmacy as the front warehouse, online drainage, offline distribution, directs online traffic to the store, the store completes the service, and the online process is traceable, convenient and transparent
.
In the grass-roots market, sales of generic drugs through channels and price control are weak, and the buyer's market has made the terminal stronger and stronger
.
The space that once relied on the price difference to survive is getting smaller and smaller, and the so-called "control sales" of generic drugs is no longer appropriate
.
05.
Price regulation is getting weaker and weaker, and service capability has become a soft underbelly.
Regardless of power cuts, production restrictions, logistics restrictions, raw material price hikes, or packaging material upgrades, there are always some people in the industry who like to create a tense atmosphere, hoping to get tomorrow's sales today
.
However, the effect of this kind of price promotion method is getting weaker and weaker, so that many manufacturers question: "The dealer really can't hold the goods?" In fact, the dealer's price control ability is getting weaker and weaker.
Consumer perceptions are becoming more and more integrated
.
After the integration of BC, demand stratification appears, which just tests the service ability of enterprises
.
However, most of the development of pharmaceutical companies is natural growth, lack of systematic training of personnel, and the service ability is basically maintained by customer sentiment
.
06.
Fierce competition in the stock market, competition for demand depends on professional services Conventional medicines in the pharmaceutical market are extremely abundant, and performance growth depends on the competition for stock markets
.
When the terminal demand changes from product to passenger flow, the essence of competition is professional level
.
From the perspective of the big business environment, around 2014, the public domain traffic was gradually broken down by the private domain traffic, and the consumer end circle began to appear
.
The manifestation of consumer stratification in the pharmaceutical circle is mainly service demand
.
In terms of medical services, many specialized medical resources are constantly being marketed, providing diversified service scenarios, especially the rapid development of private medical care, such as stomatology, obstetrics and gynecology, ophthalmology, health care,
etc.
In terms of product sales, the professional product line divided by indications has transformed the sales model of batch after batch of salesmen from "relationship + benefit transfer" to "professional ability + customer communication"
.
07.
It is difficult to “cast the net” for large investment promotion.
Small distribution “fishing” is becoming more and more mature.
Product resources are exhausted, and investment promotion is weak, which makes pharmaceutical sales personnel at a loss, often changing a marketing director, a group of sales personnel, and a group of channel customers.
, After a few rounds, the customer has become the person who has the most information about the manufacturer
.
Many companies have to give up the precarious way of attracting investment, and instead develop direct sales personnel to go deep into the front line
.
However, the traditional commercial circulation has been difficult to meet the requirements, lack of distribution pull, the first-level business is difficult
.
Relying on key regions, it is very common for distribution managers to lead part-time representatives to deepen regional cultivation.
First, the process is short and the channel is controllable
.
08.
Few people in the WeChat group in the circle of friends are interested in short video live broadcast accounts one after another.
Communication is an inevitable process of sales
.
After WeChat replaced Weibo, private domain information transmission has become more and more frequent.
However, with the explosive growth of information carriers, the way of attracting investment and sales that once relied on the huge WeChat dissemination has also changed, and gradually less attention is paid to it.

.
People spend more and more time on mobile phones every day, and the information transmitted by mobile phones is gradually moving from pictures and texts to videos
.
The spread of information is flooded, the receiver’s rational consciousness is increased, and the influence of video is more profound in memory retention.
Therefore, various live broadcasts and small video releases of pharmaceutical companies are becoming more and more frequent, and a new communication era is coming
.
The result of the industry reshuffle is the optimization of the industrial chain and the professionalization of personnel
.
Many companies disappeared in the shuffle, and some persisted and looked for new opportunities by relying on the accumulation of years ago, but internal friction made them more cautious and could not tolerate mistakes
.
Some are transferred from clinical to retail, some are transferred from hospital to out-of-hospital, and some are transferred from medicines to equipment, consumables, and food and nutrition
.
In fact, changing products and channels cannot fundamentally change the fate of an enterprise.
Most enterprises that rely on customer loyalty have encountered unprecedented difficulties
.
The pharmaceutical industry is greatly affected by policies, and is constrained by many rules.
The environment changes, products change, and channels are also changing.
The only constant is the contradiction between demand and supply, that is, the conflict between the increasing service needs of patients and the degree of satisfaction
.
Ordinary enterprises can never keep up with the pace of change.
Following the trend can only buy lessons.
It is better to seize the unchanged content and improve the quality and professional level
.