Revenue 120.8 billion yuan! 26 over 100 million varieties! An article to see through the innovative chess game of Shangyao

In the environment of great change, we should actively seek change, take innovation and internationalization as the future development strategy, and actively push forward and break through the courage and action force, which is the most positive aspect of SHP as a state-owned enterprise In his book innovation and entrepreneurship, Drucker points out that innovation must not be afraid of any change and not be averse to external and internal changes Entrepreneurs always regard change as a normal and healthy thing, welcome it with open arms, and take the initiative to look for opportunities for innovation The importance of innovation in China's pharmaceutical industry is self-evident As an old state-owned enterprise, Shanghai Pharmaceutical Co., Ltd has a business scale of more than 100 billion yuan and a pharmaceutical industry volume of nearly 20 billion yuan, which undoubtedly ranks among the leaders in the comprehensive development capacity of China's pharmaceutical industry When it comes to the short board of Shanghai pharmaceutical, Zhou Jun, President of Shangshi group and chairman of Shanghai pharmaceutical, thinks that we should change our thinking and talk about the short board of China's pharmaceutical industry Because in his opinion, Shanghai Pharmaceutical is similar to the market it is rooted in How to deepen and land the understanding of innovation is the ultimate topic that the whole industry needs to answer together An obvious reality is that the change of policy environment in the pharmaceutical industry in the past two years cannot be overstated A series of new medical reform policies, such as drug review and approval reform, generic drug consistency evaluation, two vote system, medicine separation and hierarchical diagnosis and treatment, are bringing China's pharmaceutical industry into a new stage of development with both opportunities and challenges And "survival of the fittest" works at all times For the current environment, the industry's common judgment on the future is whether it can grasp the opportunities and meet the challenges, and whether it can become a world-class company, the core of which is whether it can make unremitting and effective innovation The continuous exploration of SHP in recent years is to seek a stable way of effective innovation to achieve its strategic goal of entering the global top 500 and becoming a global leading enterprise 1 In 2016, Shanghai Pharmaceutical has a special report card to deepen the "one product, one policy": there are 26 varieties with a sales volume of more than 1 billion yuan, 500 million yuan, 300 million yuan and 100 million yuan This report card is the most powerful explanation for the development strategy and change of Shanghai pharmaceutical industry system In the eyes of the outside world, there are a large number of pharmaceutical varieties in Shanghai and there is a lack of large innovative varieties Most of them are more than 900 generic drugs, which have changed from advantages to disadvantages due to the consistency evaluation of generic drugs Shanghai medicine has little pressure Zuo min, President of Shanghai pharmaceutical, also admitted that Shanghai Pharmaceutical is not at the top of the road of innovative drugs To a certain extent, it has lagged behind some leading domestic innovative enterprises and needs to catch up with them So, what did SHP rely on to complete this report card? For a long time, how to create a competitive and brand powerful variety in the "three multi" state of many subsidiaries, categories and varieties has been the first focus of Shanghai pharmaceutical industry business Today's 26 varieties of more than 100 million yuan are just benefited from the strategy of "one product, one policy" implemented earlier by Shanghai Pharmaceutical As the name implies, a product is a strategy This is a strategy formulated by Shangyao for 60 core varieties in the group It seems simple but has rich connotation, and the core lies in the product itself According to the analysis of the R & D investment of Shanghai Pharmaceutical in 2016, 48.20% of the R & D expenditure of RMB 67000000 was invested in the secondary development of existing products, 23.12% in the R & D of innovative drugs, 20.77% in the R & D of generic drugs, and 7.91% in the consistency evaluation of generic drugs Secondary development accounts for the largest proportion, almost half of the whole R & D investment In fact, it is closely related to "one product, one policy" According to Gu Haoliang, vice president of Shanghai Pharmaceutical and director of marketing center, any product may glow with new vitality at different stages of development The key lies in finding the key elements that may exist in any point of R & D, production or marketing, which requires a keen market vision It is the core embodiment of "one product, one policy" in R & D that a variety obtains new vitality through secondary development In fact, many core varieties of SHP have made a qualitative leap through successful secondary development For example, Shenmai injection has practiced the secondary development mode of Chinese patent medicine Through technical innovation in many aspects, such as drug planting specification, whole process quality control, online detection, digital pharmacy, real world research, it has significantly improved the quality consistency and clinical medication safety of traditional Chinese medicine injection, not only won the trust of medical staff and patients, with an annual sales volume of nearly 1 billion yuan and core technology Shu also won the first prize of 2014 National Science and technology progress award Taking hydrochlorquin sulfate as an example, the product was mainly used for tumor treatment earlier In clinical practice, it was gradually found that the product also has therapeutic potential in the field of rheumatism and immunity After successful secondary development, now it has an annual sales scale of more than 500 million yuan, becoming the best representative of the strategy of "one product, one strategy" of the upper medicine Babaodan, a brand drug with a history of more than 300 years, was originally used in liver In the treatment of jaundice, acute hepatitis and so on, it was found in a large number of clinical data that it played a significant role in blocking the incidence of liver cancer After systematic and in-depth development, the value potential of the product was successfully explored In addition, tanshinone IIA sodium sulfonate injection is also a typical case under the guidance of "one product, one policy" strategy of Shanghai Pharmaceutical This product is the only chemical monomer preparation made of Salvia miltiorrhiza fat soluble ingredients in China, which is mainly used for cardiovascular treatment such as coronary heart disease and angina pectoris After secondary development, it cooperates with clinical experimental bases of various universities to carry out basic pharmacology, new clinical indications and safety re evaluation research, and improves clinical efficacy Now, the product is not only based on the market of Danshen preparation, but also seeking for breakthroughs in the chemical preparation market, so as to achieve stable growth in the next decade or even longer term, and become the leader of Danshen preparation It is worth noting that the distribution of Shangyao in the field of innovative drugs has also begun to increase According to Zuo min's idea, "analyzing the advantages of SHP, not only insisting on its own innovation and scientific research, but also making use of its platform advantages to carry out foreign cooperation and M & A, which is a way for SHP to catch up with advanced enterprises and catch up with transnational enterprises on the road of innovation in the future." In fact, this is also the consensus of mainstream pharmaceutical enterprises at home and abroad in innovative drug research and development Liu Yanjun, vice president of Shanghai Pharmaceutical and President of the Central Research Institute, also stressed the importance of two parallel approaches "To cooperate with others, first of all, we need to have judgment For example, in which disease areas, who should we choose to cooperate with, whether our own technical capabilities need these cooperation, etc enterprises need to have the ability to know what they need, so as not to believe blindly, so as to be more flexible and easier to produce results." At present, many institutions including pharmaceutical enterprises and scientific research institutes have established R & D cooperation with Shanghai Pharmaceutical For example, it has made positive progress in cooperative research and development of original drugs of new antihypertensive drugs with companies such as Japan's Tanabe pharmaceutical In addition, under the international strategy of Shanghai pharmaceutical, foreign high-quality innovative pharmaceutical enterprises have also become the focus of their M & A Obviously, improving the overall R & D capability and efficiency is the top priority of Shanghai pharmaceutical industry In the past few years, the global top 500 pharmaceutical companies have been focusing their business on advantageous areas by means of restructuring, replacement, purchase and sale Several years ago, after the awakening of consciousness, the drug application, which has large products but not enough focus, began to take cardio cerebrovascular, systemic anti infection, digestive system and rheumatic immune, neuro spiritual and anti-tumor as the five core areas of drug application according to its own development characteristics and advantages However, due to historical reasons, the industrial sector of Shanghai Pharmaceutical Co., Ltd is composed of many subsidiaries, whose R & D, production and marketing are all self-contained Generally speaking, each subsidiary can only manage itself, and it is difficult to consider the coordination and cooperation with its brother companies Until 2016, SHP began to integrate R & D, and established R & D management center in early 2017, intending to integrate the R & D of its subsidiaries into the group At present, several subsidiaries including Shangyao Xinyi and Shangyao Xinya are in the pilot In fact, Shanghai Pharmaceutical Co., Ltd established the Central Research Institute many years ago, and began to integrate the whole R & D system in the past two years According to Shen Bo, vice president and chief financial officer of Shanghai pharmaceutical, with the improvement of national policies and the improvement of information management level of the company, the integration of R & D by Shanghai Pharmaceutical is at the right time These internal and external factors establish the basis for integration and provide opportunities and possibilities for the Central Research Institute to carry out unified R & D management In terms of project approval, project follow-up management and finance, when the group plans the project by advanced management means, the layout of the whole group will be more professional and targeted According to Liu Yanjun, in order to encourage R & D innovation, the Central Research Institute of Shanghai Pharmaceutical implemented the project manager responsibility system, and set up a special project department to encourage qualified R & D personnel to take the initiative in project approval Once there is a phase breakthrough, material rewards will be given, with a bonus of up to 1 million yuan It is reported that at present, the Central Research Institute has officially approved more than 20 projects, not only including generic drugs and innovative drugs, but also emphasizing the benign innovation of generic drugs and the development of high-end preparations It has to be mentioned that for the consistency evaluation work, for the same varieties of different subsidiaries, through the internal integration of the group, we can comprehensively consider who does the consistency evaluation work, so that R & D becomes a game of the whole group It is reported that in the first 289 generic drug categories released by the state for consistency evaluation, Shanghai Pharmaceutical needs to evaluate more than 150 varieties According to Liu Yanjun, Shanghai Pharmaceutical has screened more than 70 varieties in the first batch and more than 20 varieties in the second batch, and has set up a project to promote the evaluation work In fact, in the field of pharmaceutical industry, Shanghai Pharmaceutical has made great efforts in internal integration in recent years Not only R & D integration, but also marketing integration and production integration Zuo min pointed out that China's pharmaceutical industry is in a critical period of transformation and development The innovation of the enterprise is not only the R & D innovation in the industry, but also the all-round innovation including the service innovation in the commercial sector Compared with R & D, the marketing integration of Shangyao started earlier Three years ago, according to the overall plan of Shangyao, Zuo min led a team to build the marketing integration platform of Shanghai Pharmaceutical for three years: first, optimize the platform and build the core competitiveness of the marketing platform; second, create varieties, especially over 100 million or even over one billion varieties This is also the "one product, one policy" that Shanghai Pharmaceutical currently proposes to make a further version "The so-called deepening refers to the transformation of advantages, the transformation of general varieties into competitive varieties, such as the sale of millions of unknown products to over 100 million yuan; and the sustainable development of products in the next three years." Gu Haoliang has always stressed that sales is a system engineering, not only a marketing problem, but also the support of the whole system such as research and development support and academic promotion His Shangyao Xinyi, who has been at the helm for many years, has cultivated more than one billion yuan varieties in recent years According to the plan, another three billion yuan varieties will be cultivated in 2017 "Focus on marketing advantage group through marketing integration