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On September 27, queues began
at the entrance of the Golden Tulip Shanghai Hotel from 7 a.
This is the last major category of orthopedic consumables to collect products, because there are many product groups involved, also known as the most complex orthopedic collection - 173 companies participated in the bidding
.
After the collection of the two major orthopedic categories of trauma and joints, the mentality of enterprises has become more normalized
.
After the collection of the two major orthopedic categories of trauma and joints, the mentality of enterprises has become more normalized
.
The policy formulation of the National Medical Insurance Bureau is also "correcting" step by step: from the original "low-price shortlisting" as the first meaning, to gradually reducing prices, taking into account the current market situation and clinical needs
.
"This time the rules should ensure that the head enterprises and enterprises with core competitiveness enter the collection
.
"Our minimum requirement is that it is impossible to lose the market of the original hospital; On this basis, can we have more market share, because there are some sub-brands
outside the collection.
Relative to the imperative of domestic enterprises, an employee of imported orthopedic consumables mentioned: "Foreign companies will definitely participate, and now not entering the public market is equivalent to giving up the entire Chinese market
.
Nearly 6:30 in the evening, the winning bid result and the general direction of the rule design were almost the same: Weigao Orthopedics, a leading enterprise of orthopedic consumables in China, became the biggest winner, and all products were in the middle
.
The winning price of most other companies is not much different, which means that everyone understands the meaning of the Medical Insurance Bureau: to reduce prices, but not only by price reduction; Getting a ticket to the hospital is only the first step
.
The meaning of the Health Insurance Bureau: to reduce prices, but not only by price reductions; Getting a ticket to the hospital is only the first step
.
The era of domestic orthopedic equipment has really arrived
-01-
-01-A major change in the collection policy: try to ensure that all enterprises win the bid and the balance is redistributed
A major change in the collection policy: try to ensure that all enterprises win the bid and the balance is redistributed The biggest highlight of the policy design of this orthopedic spine collection is that "I am afraid that the enterprise will not enter", and at the same time to ensure that the product lines required by the hospital are included, it is also necessary to ensure that the products are cheap
.
The biggest highlight of the policy design is that "I am afraid that the enterprise will not enter", and at the same time to ensure that the product lines required by the hospital are included, it is also necessary to ensure that the products are cheap
The most difficult thing about the bidding rules of the National Medical Insurance Bureau is to balance: to reduce prices and control fees, but not to let enterprises completely run out of money to earn; It is necessary to replace it with domestic production, but it is not possible to let the hospital not have
imported equipment.
The most difficult thing about the bidding rules of the National Health Insurance Bureau is to balance
In the experience of the country in the past few years, the rules of drugs and consumables are learning from each other: the insulin scheme is based on the scheme of multiple manufacturers of cardiac stents; Now the plan of spinal collection is borrowed from the protocol
of insulin.
In the experience of the state in the past few years, the rules of drugs and consumables are learning from each other
"The 1,085-page tender collected by the spine is a lot
more workload than that of the bone joint.
For example, the entire market share, the number of enterprises, the number of domestic and foreign investment, including once the amount of high-priced foreign capital is large but does not win the bid, what should doctors do for surgery? These are all things that the rule-makers of
the collection should consider.
This year's bidding unit differentiation is more detailed
There are also three bidding rules, of which the bidding rule is mainly the enterprise quotation from low to high price reduction into the game, but the medical insurance bureau in the rule one added several "situations" as a restrictive condition, to avoid the previous "black swan events": enterprises to discuss bidding, affirmation quotations or different enterprises between the high and low difference is too large
.
Rule 2 and Rule 3 are both "resurrection clauses", especially Rule 3 clearly states that as long as the quotation is not greater than 40% of the highest effective declared price, it is
directly selected, that is, the enterprise directly reduces the highest effective declared price by 60%.
A 60% drop can be stabilized, compared with the previous average price reduction of 53.
4% in the orthopedic spine collection in Anhui Province
, which is a fair decline.
The setting of the rules of the Medical Insurance Bureau, in addition to reducing the price, the focus is on the hope that the enterprise can try to win all the bids, if the enterprises can all win the bid, the clinical choice space of the hospital will be large
.
"In some places, collection and procurement are prone to problems, because the previous factors do not look, just look at the variety, no matter what the situation, as long as there are enough 5 enterprises, then let them compete
.
" The above people close to the medical insurance department said that to set a reasonable limit price, it is necessary to be very clear
about the product price positioning of all enterprises.
For example, in spinal consumables, what is the relationship between different materials? Is there a price comparison? Is there a combination? What is this product made of? What are essential? What are optional? These must be clarified, and at the same time, the doctor's usage habits must be investigated very clearly, and then a good plan
can be made.
Under the current rules, the price limit set by the Health Insurance Bureau allows companies to cover costs
.
After all the companies have won the bid, the brand used by the hospital will be preserved, unless the company gives up the selection, "but in this case, it is because the price really cannot cover the cost of
the enterprise.
" ”
Of course, if the enterprise wins the bid in this case, the Health Insurance Bureau also sets up supplementary clauses to ensure fairness - through the rules two and three of the winning enterprises, because the price is not the lowest, the amount of agreement can only take 50% of the reported amount, "so for the bidding price, everyone still has a certain competition, because no one wants to share their needs to others
.
" A domestic leading orthopedic listed company personnel said
.
"Distribute half of your own needs to others", refers to the allocation of the purchase volume of the agreement after winning the bid, according to the selected ranking, in addition to the first place of the lowest quotation to get 100% of the hospital report, other ranked enterprises must redistribute the hospital report, that is, the second allocation
.
The secondary distribution of the remaining amount is the second highlight
of this year's orthopedic spine national mining rules.
The residual amount consists of two parts, that is, the amount to be allocated of the selected product plus 90% of the hospital reported but not selected product, and these surplus amounts are assigned to the selected product system
by the hospital according to the rules.
The setting of this rule also ensures that the price is reduced, and it also ensures that the types of instruments reported by the hospital can be in the selection system
.
The results of the day and the rule setting are almost the same: the overall rules tend to be Group A, and the only few "oolong" low-priced products are mostly concentrated in Group B, Suzhou Paikang quoted 4 on the cone body molding system, and the quotation of the same product in Group A in the previous box was nearly 50%.
On the separate cervical spine fusion system in Group B, Beijing Libel quoted 450 yuan, while the same product in Group A was more than 2500 yuan, and the same product in the same group was also more than
2000 yuan.
The protagonists of these oolong incidents may have misunderstood the rules, or may want to use the way of price reduction to try their best to defend the market, but this desperate effort is a bit sad
under the attack of domestic leaders entering the market in a big way and the veteran foreign companies conscientiously defending the territory.
-02- Why can domestic leading enterprises subvert imports?
-02- Why can domestic leading enterprises subvert imports? The procurement needs reported by various medical institutions have set the pattern
of collection and procurement.
of collection and procurement.
Before 2019, Medtronic, Johnson & Johnson, Xerofer and other companies occupied half of the overall orthopedic market in China, and occupied the "highland" is the most favorable big third-class hospital, occupying the majority of the domestic market
.
However, in this report, the demand of medical institutions for domestic production is much higher than that of imported products
.
The total demand of Weigao Orthopedics occupies the first, close to the sum of the demand for Johnson & Johnson and Medtronics - even the marketing head of Weigao Orthopedics is quite surprised by this data, among the 14 product systems, Weigao Orthopedics occupies the top spot in 5 items such as cervical anterior nail plate fixation fusion system and cervical posterior nail rod fixation system, with a total purchase volume of 81,400 (the total demand of 14 product systems is 231,300, and Weigao accounts for 35%)
.
Why can domestic production subvert imports?
Initially, when foreign companies entered and left the hospital, they introduced the road of foreign academic promotion, teaching surgeons to use medical devices by hand, which represented the most advanced medical device technology
.
A person who was in charge of research and development in a well-known foreign company said that at one time, foreign companies did not have much driving force to innovate and update products, "the existing product line is enough to eat for many years
.
" ”
Moreover, for a long time, the target customers of foreign companies have been the top three companies
.
Municipal hospitals, or even smaller hospitals, are reluctant to supply
foreign companies once the amount of surgery is too low.
An industry source pointed out that if the hospital did not have an imported brand before, after the imported brand came in, it meant to put tools and products
.
This investment is completely disproportionate to the profit of several surgeries a year, and foreign companies do not look at this part of the profit, "It is definitely better not to invest, nor to lose money
.
" ”
The market that was once unlooked at by foreign companies and outside the big three was played by "more grounded" domestic manufacturers, although these domestic brands were once cornered, and could only be forced to break out of a route
of "rural encirclement of the city".
But it is such a route, in the volume of procurement, the volume of the link has played a "spark of the spark"
.
Supporting tools are a kind of accompanying services for
orthopedic surgery.
Generally speaking, manufacturers either put tools on the market, or put them on a centralized platform to unify the deployment to improve the turnover rate of tools, and the last hospital runs out and then puts them in the next hospital
.
With years of reclamation, domestic brands have spread a lot of sales networks
across the country.
Some supporting tools, even sold to agents, have become their fixed assets
.
In order to develop more hospitals, these domestic brands only need to tell the hospital through the agent that the tool does not need to pay the cost
.
A head of domestic enterprises are currently "floating" more than 33,000 sets of tools
in the market.
When the opportunity to purchase with volume comes, these dense networks and substrates come into play
.
"Once the volume breaks out, it needs the bottom of the enterprise to support it
.
"
in the market.
When the opportunity to purchase with volume comes, these dense networks and substrates come into play
.
These companies no longer need to lay the ground, do not need to re-invest in the cost of
tools.
Moreover, the orthopedic tools of these companies are produced by themselves, which reduces the cost of
the entire consumable.
From the perspective of medical institutions, it is most worried about surgery, but because the manufacturer cannot supply it, there is no consumables available
.
In terms of the supply of collection products, the supply of domestic brands is significantly more active
.
Even if foreign companies win the bid with volume procurement, they lose momentum
without sufficient profits.
An employee of an imported brand admitted that after the collection of joints and the collection of trauma provincial alliances, the market share of imports has been eroded by domestic production
.
In the face of the dilemma of collective procurement, foreign enterprises give up the collection and procurement, which means giving up the entire Chinese market; Joining the collection requires constant trade-offs
on the scales of cost and profit.
In addition, after the collection, the hospital will definitely further reduce the products in the hospital, and will definitely find a brand
with a more complete product line.
"If there is a company with a very complete product line, as a medical institution, I will definitely focus on it, because it is convenient to find it, and all its supporting services can keep up
.
"
An industry insider believes that the advantage of Weigao is that the production line is relatively complete, and there are every product line layout point
in every market.
"If the spine product line in a certain area is not strong, but there must be strong trauma or strong
joints there.
When it comes to collection, there is already this channel, and it can be smoothly entered later, and naturally, it will develop into a very complete network
.
”
In his view, for such a very uniform company, the collection does not suffer losses
.
The three product lines go forward in parallel when they are sold, but when they finally enter the hospital, they can have complementary advantages
.
-03-
-03-The market pattern is difficult to be subverted by barefoot companies
The market pattern is difficult to be subverted by barefoot companies Compared with the foreign enterprises that have blossomed in the world, the impact of orthopedic spine collection on domestic enterprises is greater and more far-reaching
.
.
After the last Interprovincial Alliance of Orthopedic Trauma Consumables, a shortlisted leading orthopedic company revealed: "Shipments have doubled
.
The factory machines are dry and smoked, because our tools are made by ourselves, and the cost can be covered
.
”
In addition to rewriting the end of domestic production and imports, the collection has also further strengthened the agglomeration effect of
the leader.
faucets.
The spine market has clearly formed two camps that fight each other, one is the head enterprise based on Weigao, Sanyou, Chia Tai, etc.
, facing the national distribution point, and they are direct competitors
to each other.
In the view of a market leader, "the competition between these companies is nothing more than a question
of how much to preempt.
" The other camp is the regional leader, the above-mentioned person stressed, "If I press it at this point (area), these companies will actually not be able to turn over
.
" ”
The strength of the head enterprises to seize these markets is that there is tool support, network coverage, and full product lines
.
"All my product lines rush to that area, if in one area, the head company packs all the products out and gives them to a centralized distributor or agent
.
" Regional faucets are completely unbearable
.
"The above person gave an example
.
Small businesses rely on low-priced flips to seize the market share of large enterprises, which is also difficult to see
in today's collection rules.
"Even if the surplus of more than 10,000 units is given to small enterprises in some third-tier cities, they can't fit in their pockets, because they can't eat and the production capacity can't keep up.
"
And today's rule-making will take into account the hospital's usage habits, and hospitals would rather give these amounts to Zhengtian and Dabo than to small businesses
.
An industry insider analyzed
.
-04-
-04-A new starting line: the breakthrough of domestic enterprises
A new starting line: the breakthrough of domestic enterprises The situation of foreign enterprises dominating the world has fundamentally changed
since the national harvest of coronary stents.
The era when some foreign companies are making money lying on old product lines has passed
.
For domestic equipment companies, although the collection and procurement has thinned the profits, it can expand the market, as long as the first two years are held, there is an opportunity to
overtake in the corner.
Since the beginning of this year, the results of the winning bid of orthopedic joint collection have been implemented in various places, and from the perspective of the 2022 interim report, even if the impact of the epidemic is superimposed, domestic enterprises have not been "beaten down"
by the collection.
Weigao Orthopedics' revenue in the first half of the year increased by 0.
9% year-on-year, but the net profit increased by 7.
8% year-on-year, which increased more than the income, and the sales revenue of joint products increased by 13.
39% year-on-year, which was the fastest growing product sector
.
Spine is also the core product of Weigao Orthopedics, accounting for nearly 50% of operating income in 2021, and Weigao Orthopedics is also the largest enterprise this year, involving more than 1 billion yuan in
the market.
by the collection.
In the first half of this year, Chunli Medical, which produced an oolong incident in the orthopedic joint collection and caused the knee joint to lose the standard, also maintained the growth momentum in the first half of this year, and the income increased more than the profit
.
According to its 2022 interim report, the revenue during the period increased by 18.
39% year-on-year, the core business of Chunli Medical is bone joints, and the joint business accounts for more than 90% of the total revenue, and the growth is also caused by
the growth of joint product sales.
Spine products accounted for the second place in Chunli medical revenue, and this national procurement has a greater
impact on its future layout.
In contrast, this national procurement has the greatest impact on Sanyou Medical, because Sanyou Medical's product line is concentrated in orthopedic spine products, according to the report in the first half of this year, its spinal implant consumables achieved sales revenue of 264 million yuan, accounting for 90%
of the total revenue.
With the gradual withdrawal of foreign enterprises, the centralized integration of domestic enterprises is also imperative
.
After the collection, the hospital will reduce the brand in the hospital, at this time, the brand of the whole catalog is more convenient for the hospital, and the hospital will be more favored
.
Therefore, domestic first-line brands are getting stronger and stronger, and second- and third-tier brands are being expelled from the market
.
.
Especially for domestic leading enterprises, the product line and supporting services will become the biggest advantage
after the collection and procurement of hospitals.
Taking Weigao Orthopedics as an example, the first step in the scope of winning the bid and the amount of reporting has come out on top, and in the secondary distribution of the remaining amount, the advantages of leading enterprises are also greater than those of second- and third-tier brands
.
Even if the second- and third-tier brands cut the price by 60% and won half of the bid within the agreement, due to the rule setting, the price difference between the winning bids is not large, and it is difficult for these second- and third-tier brands to grab the market outside the agreement, "The hospital has almost no reason to choose B and C groups, and even the bottom of the A group will not be selected
.
" The above domestic leading orthopedic listed company personnel said
.
This orthopedic consumables collection is more like a new starting line than a knockout game
.
Now more and more domestic brands want to take advantage of this opportunity to run faster on the starting line after getting the "admission ticket" of Jicai
.
.
