OTC品牌如何在终端和杂牌中东山再起53634（How the OTC brand in the terminal and Hodge in 53634 stage a comeback）

1、OTC品牌如何在终端和杂牌中东山再起53634（How the OTC brand in the terminal and Hodge in 53634 stage a comeback）How to stage a comeback in the terminal OTC brand and brand-name.H training class in March 28, 2006The OTC brand was abandoned in the ordinary drug retail terminal as he also suffered a brand-name drug want

2、only squeeze. How to stage a comeback?In 2005, the vast production of brand-name drugs are most obviously felt the strong resistance from the retail terminal, sales decline, display variation, costs doubled, all the problems like the tide after a pile of rocks, instantly become completely unmasked.O

3、nce the emperor daughter mentality of the OTC brand in the retail drug, the status of the terminal is suffering from a number followed by miscellaneous OTC brand medicine crazy squeeze. Has been in a depressed state of the retail terminal finally chose in 2005 Renaissance, and their survival is clos

4、ely related to the profit on the desktop, they began to take medicine and medicine brand openly challenge. This situation really overbearing, many OTC brand medicine production enterprises be taken by surprise.For most of the brand drug production enterprises, although the do not make money selling

5、branded drugs, retail terminal Voices of discontent. is already an open secret, but they may have never been so strongly feel the seriousness of the terminal crisis. According to the economic medicine reported: Xian Yang Sen, GlaxoSmithKline, Shanghai Squibb 3 multinational brand drug products from

6、May 2004 to OTCFrom May 2004 to May 2005 in Shenzhen a chain drugstore sales, in addition to Xian Yang Sen gross margin increased 0.38%, and gross margin growth all negative. On the one hand, more and more micro effect of advertising, on the one hand is pushing more and more from the terminal, it ca

7、n not help but question: is the brand medicine winter comes?The phenomenon behindOnly a short while ago, the brand of medicine retail terminal kaijiangtuotu set hehe exploits, to become a magic weapon for pharmacy benefit creation. But now, they come to a tasteless but wasteful to discard the embarr

8、assing situation, which makes one a little sigh.Boycott brand medicine in 2005 retail terminal why upgrade? Compared with the brand-name drug, drug brand Waterloo where is it? Carefully inquire about retail drug status and brand medicine marketing mode, we can find that the main reason for this resu

9、lt is:1, after several years of price war, the domestic retail pharmacies in 2005 profit famine area is expanding rapidly. According to statistics Chinese pharmaceutical business association of chain pharmacies provided by the branch, 2003 rise of supermarkets to parity, the national retail chain ph

10、armacies for the first time the miserable situation of 13 losses, 13 guaranteed, profit of 13; and in 2004, the national retail chain pharmacies profit situation deteriorate further, the market in some areas even 50% losses. 30% guaranteed, only 20% profit, even the average net profit profit pharmac

11、ies, are only about 3 percentage points. But because of their high cost, branded channel links and other reasons, from the total distribution to the terminal by pharmacies, leaving only a small space, the retail terminal of many medicines is flat out into the flat, no money to be made. But they no b

12、urden, no drug advertising channel complex link, so many of them are low prices to the retailer terminal gross profit can reach 60 percentage points. In contrast, under the pressure of survival, the retail terminal will have to name to the front, and the brand on the shelf.2, at present, the settlem

13、ent of single pharmacy many take cash from the last purchase agent there into brand medicine is the way, and even some large chain pharmacies, pharmacy parity in the procurement of branded drugs also are basically 30 days payment period, in the pharmaceutical retail industry competition has become i

14、ntense today. The retail terminal is dependent on the flow of funds, is certainly not a small burden. The brand-name drugs are basically sell goods, manufacturers, and then sold the money, dont take any drug money, obviously the advantages. And, because the branded channels usually level more, a lot

15、 of no perfect replacement program,Therefore, when the products in question to exchange it. Usually, the retail terminal only zirendaomei, but if the change is brand-name drugs, you dont have to worry about this problem.3, a considerable number of brand-name drugs did not keep pace with the times in

16、 OTC retail marketing mode, or just bash advertising, but the ground does not look at the OTC representative and promoters of their company. The OTC do not pay enough attention to the retail terminal of indifference, let the retail terminal of the brand drug bitterness deep, but also provides the op

17、portunity to implement ground intercept brand-name drug. Although the consumer preference for a brand to be significantly higher than the Hodge, but drug retail terminal, information asymmetry in the most of the time, who is good or bad, by the terminal staff a mouth. Solution: the price control + f

18、lat channelOTC brand drugs lost in whereAll aspects of the comprehensive factors, the drug was extremely cold in 2005 the brand name by the terminal, crazy squeeze from the perspective of brand, enterprise itself, one of the most fundamental reason is that there is no benefit to solve the problem of

19、 distribution and terminal manufacturers. The root of the problem and the rise is due to the 2003 parity mall this fuse. Because the brand drug high visibility, parity hypermarkets to show their price, take the medicine brand flag ceremony, to price these products to attract the attention of consume

20、rs. Parity supermarkets disrupted the price of branded drugs supply system, the price of big diving let each link all profitable channel profits, suddenly come to nothing, so that ordinary retail terminal long supply channels immediately become unprofitable.Parity supermarkets actually triggered dru

21、g retail supply chain of large fission, which makes the daily direct supply department, cheap sales of WAL-MART style were introduced to the pharmaceutical industry, but unfortunately, in the past two years, many brand medicine companies has fallen asleep in the throne of the king, not to occupy a g

22、reater proportion of the terminal chain stores, single store take flat channel terminal direct supply - to deal with, not promptly take effective measures to control the retail price. So, the final price of chaos in a complete mess, in the ordinary retail selling brand of medicine is not to earn mon

23、ey, or even lose money, can only squeeze brand medicine.How come brand medicineOn the one hand, more and more micro effect of advertising, on the one hand is run more and more from the terminal, branded face today the situation can be said to have enemies in front and rear. Faced with such difficult

24、ies, in 2006, the brand drug should be how to go? The authors own experience that:1, we must pay more attention to the management of the prices, the price control as a top priority. For this, the brand drug companies should stop the original price control measures are neither painful nor itching, re

25、 adjust the price control policy, set up a special price control center, each prefecture level city, by the sales manager price management specialist, by the representative of OTC, the control and management of the City pharmacy price. In the specific operation, enterprises can take the medicine pha

26、rmacy terminal brand, and contains the pharmacy parity price maintenance agreement signed in the form of prior agreement, the provisions of their respective rights and obligations to the terminal drugstore price constraints. For those who actively cooperate, should be rewarded in the year-end rebate

27、 sales support, etc.; and for those who deliberately destroy the price system of the retail terminal, regardless of parity pharmacies or chain pharmacies, shall be punished by economic means. Of course, because the terminal currently pharmacies in the background of terminal is king under prevailed,

28、therefore, for the destruction of the price system of the retail terminal constraints, in practice, depends more on OTC for the timely discovery, timely communication, to achieve the correct. So, from this point of view, a good execution of the OTC team is in 2006 the price of branded enterprises wi

29、nning basic maintenance.A pioneer in the case:In July 2005, three fine pharmaceutical business customers with its national meeting in Chengdu,The proposed to safeguard the integrity of the price, and signed the Convention and the lowest price three fine pharmaceutical business customers. Beijing Pha

30、rmaceutical Co., Kyushu Pharmaceutical Group, Beijing Pharmaceutical Company Xinlong dealers and chairman of the legal representative of both active support and sign. The signing of three fine pharmaceutical and the level of drug dealers Sanjing lowest price Convention, the price of each other will

31、strictly abide by the Convention, and the corresponding price management to the next level dealers. At present, the implementation of the Convention has been achieved, the market price of three rose sharply, the retail terminal of Sanjing pharmaceutical product sales enthusiasm greatly increased, sa

32、les increased significantly.Pioneer two case:In December 20, 2005, Guangzhou Baiyun Mountain and Hutchison Whampoa in the country to carry out a sword maintain price war, reached the terminal retail price alliance with all customers to pharmacies, the terminal market price stability the 4 varieties

33、of Radix Isatidis, Baiyun Mountain, Compound Salvia Tablet, Xiaoyanlidanpian, Bryant Kouyanqing. This action involves is very wide, the major pharmaceutical retail chain enterprises and large single pharmacy have been included in the plan of action, action lasted until December 31st.All along, the p

34、harmacy to get branded sacrifice to make low sales promotion technique has It is quite common for some even according to the purchase price of the sale, in order to attract tourists. Guangzhou Baiyun Mountain and Hutchison Whampoas Baiyun Mountain Banlangen and Compound Salvia Tablet have more than

35、half of the market share, often become the object of low sales promotion pharmacies. As a result, the terminal price is very confusing, if things go on like this several of these varieties, the development is very unfavorable. In this case, Baiyun Mountain and Whampoa usually take stock, shopping sp

36、ree and other methods to block, but the effect is not obvious. In repeated setbacks, Baiyun Mountain and Hutchison Whampoa decided to sparse approach and pharmacies reached offensive and defensive alliance. In Xian the sword action for example: Baiyun Mountain and Hutchison Whampoa Xian pharmacies w

37、ill price to 7.5 yuan in the original 6.5 - 7.2 yuan between Baiyun Mountain Banlangen price; in 3.25, the original price will be between 3.45 yuan to 3.5 yuan price of Compound Salvia Tablet. And as a reward and reward, Baiyun Mountain and Hutchison Whampoa to actively support those pharmacies, pha

38、rmacies with quarterly sales as the basis, give a few points as commission.Baiyun Mountain and Hutchison Whampoa to control prices through the sparse approach, by a vast majority of terminal pharmacy support. At present, there have been more than 3000 pharmacies and Baiyun Mountain and Hutchison Wha

39、mpoa signed price maintenance agreement to be carried out and in action, from the current development momentum, it will move Baiyun Mountain and Hutchison Whampoa get greater returns in 2006.2, according to their own conditions, the implementation of flat channel further, from the agent system to di

40、rect supply system, or by single agent to multi agent. At present, most brands of the drugs on the market have been flat channels to a certain extent, by the manufacturer to the terminal only after 1 - 2 levels, but the flat channel mainly for parity pharmacies and large chain pharmacies, which acco

41、unted for more than 80% of the number of terminal chain stores (due to price reasons, in fact many chain stores do not take the goods from the headquarters) and ordinary single pharmacy, supply channels still have to go through 2 levels above. This situation caused a large number of retail pharmacie

42、s on brand medicine strong resentment and resistance. Because the sale of branded drugs, cheap pharmacy and large chain pharmacies may have profit margins, but the chain stores and ordinary single pharmacy almost unprofitable. Therefore, for the majority of brand medicine enterprises, 2006 in the te

43、rminal channels on a pressing matter of the moment is to implement the flat channel further, to start directly to the chain stores and ordinary single pharmacy supply as cosmetic products, the market does not have the conditions should also be compressed channel links within 2 levels, effectively so

44、lve the profit the problem of chain stores and ordinary single pharmacy. In the actual operation, can be made around the office or branch of direct operation.Note that,The chain stores and ordinary single pharmacy are weaker, if credit exists in the run, they must be supplied directly to the spot. At present, the ordinary single pharmacy of branded and very welcome, as long as the enterprises timely delivery and service in place, cash is generally not a problem. Sure, because has not far