Wave Eye Scouting 2020 Sip Club . . . Affected by the harvest in the future OTC prices will be further affected.

On August 12, the Health Industry Capital Summit kicked off at the Boao Forum for Asia Hotel in Hainan, with the opening of the 2020 China Health Industry Ecological Conference.
the summit was organized by Zhongkang Information, CITIC Securities and Guosheng Securities.
held a six-day conference on the theme of "Day by Day - A New Era of Health Management for the Full Life Cycle".
As the conference's in-depth cooperative media, Sina Pharmaceuticals (micro-signal: sinayiyao) full special report, special topics, micro-blogs, WeChat synchronous pictures, for the attention of the guests of this industry event to bring a visual feast in person, we will be the first time to package the conference dry goods hard goods presented to the audience.
following is a part of the speech by Yang Yonghui, General Manager of the Product Promotion Division of One Heart Pharmaceutical Group Co., Ltd.: I share from two aspects, the first of which is the difficulties and challenges faced by OTC marketing.
aspect of OTC marketing is the future layout.
, let's look at the confusion and challenges that OTC marketing faces.
, the puzzle we face is the failure of traditional advertising marketing.
We may be very clear, have done OTC are clear, as long as advertising there is sales, but now advertising sales are not necessarily up, and we see our traditional media in decline, consumers in a great differentiation and transfer, online and offline sales complement each other to bring sales differentiation, but did not bring total sales."
In new marketing, through the new marketing methods produced by the brand is still not many, so the traditional OTC marketing, we do not know how quickly through the new marketing to obtain a large number of fans and traffic, in the face of new media high input and low output, we do not know how to apply new media to build a new brand, should be invested, how much should be invested, and the most critical in the new channel is actually the brand goods price war to obtain traffic, but as OTC's weak brand or not brand under the new marketing is difficult to break through.
OTC faces the next confusion is the confusion of traditional marketing channels.
First of all, large chain cooperation confusion, as non-brand products and large chain cooperation is facing difficulties, small and medium chains are also facing these confusion, small and medium chain access is easier, but scattered, small, so difficult to start sales, hospital market cooperation confusion, hospital market itself is not OTC market, with the full liberalization of 4 plus 7, basically OTC is also difficult to cooperate.
the e-commerce dispute is also very clear, OTC in fact, there is a certain difficulty to work together.
OTC marketing also has policy-level challenges.
first is the health care policy, the current health care policy mentions that most tonic drugs will be transferred out.
also comes from the impact of 4 plus 7 on prescription drugs, in fact, 4 plus 7 will have a huge impact on OTC in the future, because the 4 plus 7 itself on the price reduction, and then provide customers with cheaper.
First choose the hospital a large number of high-priced varieties, later or may be transferred to OTC products, the same function of the product will not say prescription drugs six or seven pieces, OTC also sold more than twenty dollars, just like a manufacturer found us not long ago, he has been into the consistent evaluation, but did not enter OTC, he can sell high prices, this logic is not clear.
, these two policies certainly need OTC marketing to deal with in the future.
including consistency evaluation, the price of OTC will still be further pierced in the future.
final challenge is the challenge of the market re-entering the shuffle.
In fact, the national policy is also good, the Internet is also good, driving the entire industry in a further reshuffle, in the process must lose a large part of the OTC, the strong are getting stronger, the weak are eliminated.
how to remain valuable, how to consolidate old tracks and build new ones, how brands are reinshaped and upgraded, and how to grasp new consumers, these are the directions that OTC marketing should consider.
the second aspect, how exactly will OTC marketing be laid out in the future?
, I think consumer-driven thinking should still be established.
Many of us in the past said that consumer-centric, in fact, as manufacturers are good, chain drugstores are also good, in fact, really consumer-centric, or have a certain degree of difficulty, because manufacturers are far away from consumers, many times we through market research to engage in drug speculation, as the terminal retail is the last to enter the consumer.
The Internet has brought us changes, we can really do to consumers or users as the center of thinking, consumers in the future must participate in product development, manufacturing and marketing, and even the supply of services can participate in all aspects.
because the Internet gives us a real understanding of what consumers need, and it can participate in every aspect of us.
As consumers diversify and personalize, consumers no longer meet functional needs and others, bringing some more personalized needs, in the process, some of our past product thinking is to do some updates, first of all to do some extreme, must exceed consumer expectations of the product.
is iterative products that keep consumers feeling more connected to them.
The third is to solve not all consumers like to move their heads, research your function, a lot of times consumers are not willing, like we do not want to move the brain, we want the simplest function, so we say to do simple thinking.
also need to establish an 100-channel sales network.
around the consumer, in the past we are from the national total distribution, provincial direct marketing to the sales terminal, now around the consumer to compress the intermediate channels.
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