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| The growth of OTC distribution has slowed the timing of the rebound in multinational drug companies |
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| Author：中国铭铉 企划部 Release Time：2017-9-21 11:31:30 Number Browse：1250 |
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In the United States, on September 21, the consumer business sector faced a market that was as competitive as generic drugs, with the rate of growth falling. In the second quarter of the multinational pharmaceutical industry, the consumer health service of some multinational pharmaceutical companies declined in different degrees.
In China, the retail terminal's OTC and health food markets are also facing fierce competition, but growth is picking up. According to the IMS data analysis shows that the second quarter of 2017 retail pharmacies over-the-counter medicines and health food market size of 78.4 billion yuan, the growth rate of 1.4%, growth speed, the main reason is that the rise in the average price. In terms of key monitoring cities, the market growth rate of domestic enterprises is accelerating, and the market growth of multinational drug companies has declined.
Will multinational drug companies show weakness and discomfort in the domestic distribution of OTC and health care products? In the eyes of some multinational drug companies, the current slowdown is normal, and they are bullish on the market and waiting for a rebound.
In order to better build up strength, recently, multinational drug companies and retail terminals for further communication.
The layout is dimming and decreasing
In the past few years, the distribution of OTC and consumer health services has been particularly interesting. In 2014, bayer acquired dianhong pharmaceutical and acquired the OTC business in Merck. In the same year, GSK and novartis struck an asset swap, raising the importance of consumer health care. However, in the end of last year, Shanghai bristol-myers squibb dissolution of domestic OTC division and his team, and this multinational pharmaceutical companies in the over-the-counter (OTC) and consumer healthcare business appeared the phenomenon such as growth, layout of OTC to multinational pharmaceutical companies in China and consumer healthcare business strategy covered with a layer of yarn.
According to the data, the top 20 manufacturers account for 25.7 per cent of the market in the non-prescription and health food markets, with 5 of them multinationals and 6.3 per cent of the market. The 41 core cities have contributed more to multinational companies than domestic ones, and tomson's market still ranks first in the market but continues to fall.
Face the question of the outside world, bayer's health consumer goods sales vice President hairdresser peak in consumer by bayer health department "win-win" Chinese OTC market conference interpretation, bayer company overall development of China's OTC optimistic, as the most important part of "much starker choices-and graver consequences-in planning", "healthy China" emphasizes the self care, the idea and development of OTC and health food products. He says, "also can be seen from a recent new drug research and development, product segmentation is very clear and more and more refined, the investment of enterprise and self education to take service product segmentation, meet the needs of more consumers. At present, the training and promotion of the whole Chinese pharmacies is showing a very fast developing trend. We are confident of the development of the retail terminal OTC.
People large pharmacy chain co., LTD., procurement center general manager wang qin said, OTC relative prescription drugs can reflect the characteristics of The Times, consumer sovereignty to win dominated by consumers in the OTC market, pharmaceutical retail enterprises need to explore and establish the innovative business model. Under the new business model, more attention is paid to the curative effect of drugs, to enhance professional services and to optimize the consumer experience. Through online and offline linkage, the word of mouth is introduced.
"So now the growth slowdown is actually normal, and it should be a quality increase." He yong, vice President of market and innovation for bayer health consumer products.
Smell the opportunity of traditional Chinese medicine
Reports have pointed out that as early as June, bayer to be prepared for a decline in consumer health care products business unit performance, in addition to the previous cooperation with MSD, its also bought MSD of the Dr. Gas type insoles and water baby sunscreen two brands. GSK said it would invest more in the business.
In addition, Chinese medicine accounts for 66 per cent of the over-the-counter market and is the main driver of growth in China, according to data. In terms of product ranking, there are 13 products in the top 20 products of China's over-the-counter products. Among them, only four products are from transnational enterprises, others are domestic products, and the overall growth of domestic enterprise products is much larger than that of multinational enterprises. Chinese medicine is shining in the OTC market, and foreign companies smell the trend. He mentioned to 2014 acquisition of yunnan hong pharmaceutical industry as an opportunity to bayer officially into the field of traditional Chinese medicine (TCM), Dan I fu kang decoction extract OTC listed as a starting point, through the high and new technology, innovation and development of traditional Chinese medicine, the traditional prescriptions in the modernization of science and technology to make benefit more consumers. Therefore, their horses in kunming Jin Pu investment construction of the second factory in the asia-pacific region, is dedicated to the production of Chinese traditional medicine, using German technology advantage, each production link of product and to control the quality of the granules, west for use.
It is understood that since June this year, the Chinese medicine Dan kam has been marketed as a new non-prescription drug, and has become an important product of bayer. With the increase of consumers' trust in the "foreign brands" of cross-border e-commerce and the strengthening of purchasing power, foreign companies have also increased their efforts in the distribution of e-commerce channels.
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