Pharmaceutical enterprises to enter the chemical industry, sales channels Pro Challenge

A" blue bottle" for many TV viewers know Harbin Pharmaceutical Group Pharmaceutical, and fine must not only continue to the calcium, iron, zinc, and building products. The reporter learned a few days ago, Harbin Pharmaceutical Group Pharmaceutical in Hefei manufacturing toothpaste, soap and other products.
This is not a case of solitary, current, already has a number of listed pharmaceutical companies involved in cosmetic products, including typical including Tang, Pien Tze Huang, Ma Yinglong, shell, Yunnan Baiyao, Guang Yao the Baiyun Mountain. More and more enterprises begin to diversified business, business also began to cosmetic, cosmetic, milk and the health food and other related fields.
While the domestic pharmaceutical enterprises diversification process, in the channel and brand operation, enterprises have to face new challenges.
Pharmaceutical companies, diversified development.
Yunnan Baiyao in 2005across simplex drug career to enter the field, launched the Yunnan Baiyao toothpaste, and rely on the" big, big, big brand advertising terminal, high price" mode of operation of a rapid breakthrough. At present, Yunnan Baiyao toothpaste has been one of the domestic functional toothpaste market before the five strong.
In the diversified business to increase the layout and the Guangzhou Pharmaceutical Group, in Guang Yao the" Twelfth Five-Year Plan" will be referred to as Wanglaoji pharmaceutical drugs, health industry platform, with independent operation and trademark authorization with the way of tea, beverage, medicine, development, health food, consumer products and so on. GPH diversified business sales target in "925" end achieves 50000000000 yuan.
No doubt the diversified development of domestic pharmaceutical enterprises to bring new profit model. On the expert Li Zhiyong said, if operating properly, the chemical industry manufacturers in the industry average profit rate can reach 20% ~ 30%. While the domestic pharmaceutical industry average profit rate of only 15% ~ 20%, it is no wonder that pharmaceutical companies on the relative familiarity of the scramble for the chemical industry.
However, not all involved diversification business enterprises could be as Yunnan Baiyao toothpaste so lucky, come down several years, most enterprises of diversified products accounted for the proportion of performance to wander in 5% following, and some are involved, consumer products business of multinational companies such as Johnson, Abbott, GlaxoSmithKline as far apart.
Brand and marketing into a short board.
In early 2007, amended that set up the correct children Pharmaceutical Company Limited, and in the second half of 2009introduced the " fix love" of infant formula milk powder. " Fix love" milk marketing practices and pharmaceutical" start time" marketing approach compared to similar, using the OTC "advertising + ground activities + sales rebate " mode. But the" fix love" listed so far, the market is still not" fix love" a space for one person. There are even daily chemical industry agents asked:" do you have milk powder modification".
In addition, in marketing channels, enterprises of diversified products most chose to pharmaceutical retail pharmacies have the advantage of the traditional channel. Examples of such drugs only be too numerous to enumerate, its involvement of FMCG industry Chen Liji, Jing Xiu Tang, Wang Laoji, Baiyun Mountain and Whampoa　, the herbal tea, skin care products, the main channel is limited in retail pharmacies.
Cosmetic, FMCG industry marketing expert Feng Jianjun said, pharmaceutical companies test the water diversification at present there are still many short board, pharmaceutical enterprises to enter the chemical industry has R & D and technology advantage, but first in the channel on the error of cognition.
In the channel choice, because the specificity of drugs, the channel is single, but the cosmetics is a multiple channel -- department store, supermarket shopping malls, cosmetics shop as well as the Internet and other emerging channels. Pharmacies in cosmetics pathways in only a small supplementary channel. Moreover, pharmacy channel has been Vichy, thermal, La and other brand firmly occupy, a new brand is difficult to break. Pharmaceutical companies to do, leaving drug operation thinking, in the channel strategy and layout, should be multi-channel parallel.
In fact, the pharmaceutical industry and cosmetics, food and other industries in marketing is essentially different : the drug is half the market of special goods, either prescription or over-the-counter drugs, its sales growth drive comes from the channels to promote, prescription drug sales growth driven from the doctor, non-prescription sales growth drive from retail pharmacies, therefore enterprises marketing is the focus of the channel rather than consumers. But Japan and FMCG industry is fully market-oriented industry, the core of marketing to consumers rather than channel.
In other words, the products of competition depends on consumer choice. " The cosmetics if consumers use a feel good, will not be reused. But relative to character, consumers of the drug is the lack of the right to choose, pharmaceutical companies advertising is mainly for the influence of physician and dealers. This is the two fundamentally different." A marketing expert said.
In addition, it is possible to account for diversified business uncertainty, most pharmaceutical companies diversified business are commissioned by the processing, sales outsourcing mode of production and operation, has not really willing to large investment operation.
"Marketing is the enterprise of the first productivity, pharmaceutical companies to enter the date, have system marketing operation concept, product positioning, operation team, brand management, advertising and consumer education do Kung Fu, a careful study of cross-industry brand operation of gains and losses, to learn from the experience. At the same time, also need to be short to be return preparation." Feng Jianjun thinks.
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