*** Polarization becomes more obvious

The prescription drug market last year was quite hot. This statement is not an exaggeration. This is mainly reflected in two aspects:

First, a single product suddenly rises. At a conference earlier this year, some academicians pointed out that the current domestic companies' varieties of Chinese medicine are not big. He hopes that domestic companies will be able to align with one billion US dollars. As soon as the speech just fell, Zhongheng Group immediately had a single product to achieve this "retrospection." In my opinion, without going abroad, a single product of a domestic company can achieve this sales, which means that the market has a large capacity, which provides enterprises with endless market imagination.

Second, the strong strong and group forming. In fact, domestic enterprises with a single billion-dollar product have long appeared, and the Yangtze River is a very good representative. The companies such as Ling and Tasly have also begun to try to go abroad and move the cheese in the international market. Once their efforts are successful, the mere sale of more than one billion US dollars is not a dream. This year, there are more than one domestic company that owns a billion-dollar product in a single product. Steps, Qilu, and others have all broken through this mark. At the same time, brands and oligarchs have begun to emerge. As this trend continues, more companies will join the ranks.

Considering the performance of domestic prescription drug companies, I believe that companies with a single billion-dollar domestic product have formed a group that is different from other companies that pass the billion-dollar threshold through OTC sales, mergers and acquisitions, etc. These companies rely on Win a single product, make every effort to make prescription drugs. From this point of view, the overall performance of prescription drugs is also extremely hot.

The popularity of the prescription drug market is inseparable from the contributions of foreign pharmaceutical companies, and their performance in the Chinese market has also contributed to the overall warming of prescription drug sales. In the context of global patent expiration, the share of foreign pharmaceutical companies in the international market has shrunk. However, in the Chinese market, they still made a full pay, once reaching 40%-50% growth, and even more achieved 7 billion sales. Although this is mainly because they regard the Chinese market as the main task, it also shows that the domestic prescription drug market is full of stamina.

At the same time, the tilt of national policies has also provided impetus for the prescription drug market to heat up. Under the guidance of relevant policies, the state gradually increased its investment in prescription drug companies, such as issuing various technology funds and research and development funds. It can be seen that when more and more strong players appear in the prescription drug market, the country is also actively advocating companies to develop in this direction.

In fact, for companies that are already big, they have the advantages of marketing and profit, and they have more strength in scale and R&D strength. They can also continue to benefit from the current market and policies. In this way, they There are better conditions to perfect itself - the laws of “strong and strong” are being staged here.

However, some people rejoice! For most SMEs in the semi-subsistence state, they will encounter great difficulties in their further development. This is because they have to deal with the new GMP certification. In terms of the current income volume, if it is necessary to increase investment due to certification is tantamount to worse; the second is that in the base medicine and medical insurance, they reserve not many varieties, even if With a big market ahead of them, it is difficult to open their mouths. Therefore, they can only play in the mix, and they are the only ones that can attract quality problems. In the long run, they are likely to cause quality problems. When they miss the policy support, their passive status will intensify, and the final outcome will be nothing more than “closing, stopping, reconciling, and transferring”.

Judging from the current trend of the entire pharmaceutical industry, if the country is determined to rectify the industry, the results must be cruel, and we must be trained to accept the reality and ability to adapt to reality. In the field of prescription drugs, I suggest that sales companies continue to do a good job of marketing. Marketing companies will study academic marketing well, because if they operate in an asymmetrical manner, not only will they have to pay a lot of costs, they will also mess up the old players' ideas. It can only be more and more chaotic.

For the big companies mentioned above, they already have a variety of advantages in the domestic market. After doing a good job in the country, they can try to let go and compete with foreign pharmaceutical companies. The first option is to fight against foreign drug companies in the country. The second option is to join the foreign drug companies in the international market. The problem they must pay attention to is that when competing with foreign pharmaceutical companies, they must first stand at the tactical level to say academic marketing, and then study some of the research topics that break the other side. This makes sense and value. For those companies that have already survived the difficult times, this is what they must think of. In fact, this path has already been practiced by enterprises.

For the disadvantaged small businesses, I think that all these actions are more effective than merely understanding the policies. They have to think about how to run fast and how to fight opponents. The first round of the list of base medicines has already determined the pattern of the prescription medicine market, especially those small and medium-sized enterprises that do not have basic medicine products, medical insurance products, and exclusive products. It is too late for them to compete for ideas. This is a group of ethnic groups that must fall down. They may use different types and talents. They are able to rise up and stand up again, but their direction is certainly not academic marketing.

Now the entire pharmaceutical industry is crying out and repeatedly, and this is a lot of suffering from the SMEs I mentioned. These companies accounted for the majority of the industry, but their output only accounted for a small number. Among the complainers, u lacked many experts and learners. They acted as spokespersons for this “weak group” and their purpose was to make these enterprises alive. I think this is wrong. It does not meet the rules of market competition and does not comply with the rules of survival of the fittest. In the current industry, only a large number of companies may be able to generate a number of elites. These enterprises really have the ability to survive to give back to society and take responsibility.