The business department brews milk powder into the drugstore "ATM" to sell milk powder

From October this year to the Spring Festival, the pilot projects in Beijing and Jiangsu will be completed, among which 20 pharmacies in Beijing will set up milk powder counters; after the Spring Festival, on the basis of the pilot projects, 100 cities with strong consumption capacity will be selected to expand the pilot projects and complete the launch of 10000 stores; by 2015, another 10000 stores will be launched and expanded to 400 cities The mode of selling milk powder through drugstores will be introduced into China "It is hoped that the Chinese milk powder industry will turn a new page from August 14." On the same day, Xu Jing, director of the "milk powder into drugstores Symposium" held by the international brand management center of China International Trade Association under the Ministry of Commerce, said he hoped to bring positive energy in the special period of milk powder industry The representatives of Nestle, Domex, Mead Johnson, Wyeth, Abbott, Yili, Shengyuan, bainmei and other milk powder brands, as well as famous pharmaceutical chain enterprises such as China Resources, golden elephant, jiashitang and Sinopharm were also called to discuss The goal of that day's meeting is to introduce milk powder into drugstores through centralized purchase, unified distribution and marketing According to the small-scale consultation with milk powder enterprises and pharmacies in the early stage, it is planned to complete three stages of the development of preliminary milk powder into pharmacies in two and a half years from 2013 to 2015: from October this year to the Spring Festival, the pilot projects in Beijing and Jiangsu will be completed, among which 20 pharmacies in Beijing will set up milk powder counters; After the Spring Festival, on the basis of the pilot, we will select 100 cities with strong consumption capacity to expand the pilot, and complete the launch of 10000 stores; by 2015, we will launch another 10000 stores, and expand them to 400 cities "We hope to achieve a market share of 20% in two and a half years, that is to say, in terms of 70 billion markets, we have a share of 15 billion." Xu Jing said At present, there are three main channels for selling milk powder through ATM in China: supermarket, mother and baby shop and Internet, while milk powder in Europe and America is mainly sold in drugstores From foreign experience, drugstore system is the place with the most strict management, the most guaranteed quality and safety In Hong Kong, for example, about 60% of infant formula milk powder on the market is sold through drugstores As a fast-selling product, milk powder is different from general drugs sold in drugstores in terms of management concept, distribution and rebate According to reports, milk powder entering the drugstore will be purchased and distributed uniformly by the international brand management center, and the terminal sales will be completed by the machine For centralized procurement, the international brand management center said that under the premise of legal compliance and fair competition, it would form a strategic alliance and carry out cooperation in procurement, marketing and other aspects For the milk powder that entered the drugstore in the pilot, the automatic vending machine was used as the terminal, and the consumer would automatically shut down after purchase, which drew on the ATM mode "Counterfeit money is very difficult to mix into ATM machine, so this check is very strict The buyer first guarantees the source of milk powder, plus the distributor, and the sales are all under the unified control of the machine, including the management personnel of the drugstore can not touch the arrival of the goods." Xu Jing According to the data from the commercial department, there are about 420000 pharmacies in China at present, of which about 150000 are operated through the chain mode, and about 50000 are in large-scale operation The outlets are evenly distributed and widely covered, and they have the preconditions for the sale of infant formula milk powder The self-service vending machine operator of this project is Youbao company, which operates the largest online vending machine system in China According to Li Xinyang, the person in charge of Youbao, at present, the company operates a network of 35000 vending machines in 35 provinces and cities, with nearly one million products sold every day When these products are put into the vending machine and when they are sold, there are data Record It is understood that the vending machine for drugstores is produced by Japanese enterprises In order to reduce the burden of drugstores, 6.5% annual interest financing lease is used to enter drugstores, and small drugstores can have one machine and multiple brands A representative from the pharmacy of jiashitang company said that the previous milk powder incident required us to consider how to rebuild the confidence of Chinese people in milk powder This kind of automatic vending machine in the drugstore sales mode, from the front purchase, to the pharmaceutical logistics to manage and control the quality, can let the people have a new choice In the traditional business model of drugstores with low gross profit and long account period, high deduction points are usually required, which is hard for milk powder brands to bear The head of Abbott, a milk powder enterprise, said that in the early stage of contact with multi drugstores, it was found that the gross profit rate of milk powder was far lower than that of health care products and drugs With rapid circulation and various links of channels, low profits would affect whether milk powder can enter drugstores As for the problem of low profit, Xu Jing replied that for high profit things like bird's nest, which is called 80000 yuan per kilogram, it can be bought through centralized purchase of 8000 yuan Through products with high gross profit, more compensation can be made for cooperative drugstores All parties will not form a conflict, but will form a maximum interest point Dai Qiong, deputy general manager of China Resources brand new pharmacy, said that the problem of low gross profit could be solved slowly after the cooperation was launched Several major chain stores in Beijing, as well as the best single stores, also participated As long as everyone thought this was a good thing, it can be solved while doing it In her opinion, the problem of low gross profit rate can first introduce special formula into the pharmacy to highlight the specialty Although the profit is thin, it can be measured Second, the brand management center, which is responsible for logistics distribution and purchase, can send rebate to the pharmacy, which is also a source of profit According to the milk powder enterprises, the second challenge is the high frequency of milk powder purchase, while pharmacies often have a long accounting period, which is difficult for small enterprises with small shipments The person in charge from Shanghai Pudong Development Bank said that the role played by the purchasing platform can solve the account period If the account period of drugstores is too long, financing arrangements can be made through the bank, just the question of who will pay for the financing cost Xu Jing said that it will integrate financial resources, provide effective financial support for the development of upstream and downstream enterprises, shorten the accounting period and capital circulation cycle, and shorten the accounting period of milk powder from half a year to one month According to the head of doumeizi's responsible channel, the reason why consumers choose pharmacies to buy milk powder in Europe is mainly quality assurance, convenience, cost performance and professionalism In the closed mode, the quality control of milk powder can even surpass that of pharmacies in other developed countries In fact, milk powder sold in many pharmacies in Europe is still supplied through general channels "In the past few years, there has been a sudden increase in imported milk powder Whether through the legitimate business of the bonded area or through the so-called grey import, the scale of milk powder import has increased explosively, which reflects the most concerned or safety issues of consumers." The head of Sinotrans, who is mainly engaged in international comprehensive logistics, said As a third-party inspection and identification, the head of China national inspection group said that they have now established a set of traceability system Taking milk powder as an example, traceability can be realized in the whole closed chain from the milk source to the final consumer Even global companies such as Fonterra New Zealand will still produce "toxic milk powder" Obviously, the traceability system is not enough, and the problem still needs to be solved from the source According to reports, the milk powder purchased by the international brand management center will undergo triple monitoring by the source country, third-party international institutions and domestic testing institutions The triple monitoring of each category of milk powder is bound to cost a lot The project operator hopes to make the market bigger and dilute this part of the cost It is reported that in the next stage, the international brand management center will put forward suggestions to the relevant national departments, hoping to get further support in traceability As a livelihood project, traceability should not be borne by consumers "We have been looking for the boundary between the government and the market For such special products as milk powder, the front-end must be solved by market-oriented means, and the back needs government promotion." Xu Jing said.