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| Drug companies have moved into pharmacies, with prescription drug sales surging |
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| Author：中國銘鉉 企劃部 Release Time：2017-8-22 11:21:54 Number Browse：641 |
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On August 22, new retail sales of prescription drugs were lifting drugstore channels to an all-time high.
▍ prescription drugs market growth has super over-the-counter (OTC)
In early July, liu wrote about the fourth retail revolution, or the so-called new retail: the application of technology has never been fundamentally change the nature of retail, namely, cost, efficiency and experience, is the way to create value and realize value will change. In view of this, the way in which the market creates value and realizes value is changing, in the case of drugs, especially prescription drugs.
Different from Internet O2O, the online and offline integration of drug retail is more inclusive. In many ways, those who benefit from it have retail pharmacies -- those that create this value, and prescription drugs occupy an important position.
In the first half of 2017, prescription drugs had a market size of 132.1 billion yuan in retail pharmacies, roughly the same size as the 134.1 billion yuan of OTC drugs, according to the latest monitoring data from China health CMH.
The gap was 10 billion in 2015.
In addition, over the past two years, prescription drugs have clearly exceeded OTC drugs in market growth. The combined growth rate of the prescription drug market is three points higher than the OTC drug market.
▍ industrial enterprises enter the arena, contribution to prescription drugs is increasing
In fact, this growth rate is behind the development of drug companies.
To be sure, foreign companies, such as astrazeneca, Merck, and sanofi, which are embedded in the over-the-counter market, have started to form retail teams to look at the domestic retail market.
Domestic drug companies, such as guangzhou pharmaceutical, yunnan baiyao, and correction pharmaceutical, have entered the retail terminal; In 2017, at boao sipu in hainan, hengrui pharmaceutical, wuzhou pharma and zhengda tianqing have made appearances to reach the retail market.
Another interesting point to watch is that takeda, Japan's largest pharmaceutical company and a global sales volume of more than $16 billion, is also stepping into the domestic drug retail market. The ways of creating value is different from the foreign company, but choose a brand operators, and the current domestic health channel platform best western medicine group cooperation, will include completed lok hin, times, pan will loos, six prescription drug products licensed to the latter operation, cover the retail pharmacy.
The personage inside course of study, according to the analysis of the core competitiveness of the medicine lies in its 23 m pharmacies and 1.3 hospital in hand, the strong channel resources, and online content on the operation of the brand, interaction with the audience, using information technology lock purchasing power, is a technology-intensive service - known as the "public di qiao" is the company operating the brand.
▍ pharmaceutical enterprise has "sniffing" to retail profits rise
"In fact, in a new market (retail), which is far away from foreign companies, takeda's cooperation with baiyang is a very good attempt. I think it is a development direction in the future." The President of China kang information said.
Indeed, in the past, the channel structure of multinational drug companies in China has been largely hospital, since 80 percent of medicines are sold in hospitals. With the implementation of the medical separation policy, the hospital as the main sales channel of the drug is declining.
"Multinational drug companies are not doing too much work on retail, which is hindering labor costs, and that gives a technology-intensive business like baiyang a chance." "Said fu gang, chairman of baiyang pharmaceuticals.
When it comes to opportunity, self-organizing team or by boat out to sea, pharmaceutical foreign involvement in domestic prescription drug retail market has its reasons, first of all, the cost of retail pharmacies seems to have won't increase.
Founder securities research report released on August 15, said, no matter high after the rental, the steady growth of manageable artificial compensation, from macro to micro point of view, has entered a stable period.
At the same time, the paper points out that the growth rate of the company with excellent operation will exceed the increase rate of rent and labor cost, and the industry profits will be in the ascendant period.
Under the "Internet + medical" wave, technology-intensive enterprises are based on the solutions built up with big data.
In fact, recently, the media reported that Oracle, the world's largest enterprise software provider, has been working with baiyang to launch the "mirror marketing cloud", with the aim of pharmaceutical precision marketing. By using data driven, we can help pharmaceutical brands and retail end customers to make accurate marketing decisions.
▍ between pharmaceutical companies and retail pharmacies "key points" to appear
Actually change a perspective, pharmaceutical enterprise cooperation with the "best foreign" may be the best way to reach the prescription drug retail market, in addition to quickly open the prescription drug retail market, may also eliminate the hidden "conflict".
The conflict is seen as a sign that pharmaceutical companies are adding fuel to the competitive drug retail market. General xie zilong, chairman of the people's pharmacy, expressed his views on the phenomenon at this year's xipu meeting.
"If industrial companies have to do drug retail and become our competitors in a certain place, we will fight undiplomatically and have to take the initiative."
"I don't want him to get a high interest rate to fight me out of the market, and I'm going to be his sales channel, and I'm not going to do it, and I'm sure my peers won't do it either."
Previously, a heart RuanHongXian hall chairman also said, industrial and pharmaceutical retail appear ought not to some competition, will bring the industry cycle, hope industry can have a clear division of responsibilities, his each can, the pharmaceutical industry, business well.
It is so bold to speculate that the newly listed big ginseng does not want to meet industrial rivals on the path of m&a expansion.
In this way, a technology-driven, data-driven platform like baiyang medicine has become a key point in realizing the value of prescription drugs (from industry to retail).
It's just that this key point is going to be a big one. Because it is understood that the heap will hundreds of ocean has Yu Zhongkang information cooperation agreement, the latter as "accenture" of the pharmaceutical industry, grasp the present domestic the most detailed data and analysis ability, the pharmacy for the former to choose which pharmacy to layout. For example, the location of pharmacy, customer group structure, passenger flow and so on.
As the beginning liu said, technology has not changed the nature of retail, namely retail no old and new, has changed its form: create a prescription drug industry and key points of the retail market, and implement it in retail pharmacies. And don't wait for prescription drugs to come out. |
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