Marketing strategies of GMP syndrome（GMP综合症的营销对策）.docx

MarketingstrategiesofGMPsyndrome（GMP综合症的营销对策）MarketingstrategiesofGMBsyndrome（GMP综合症的营销对策）AccordingtotherelevantdepartmentsofSFDAstatistics,beforeJuly1st,throughtheGMPcertificationofpharmaceuticalenterprisesinabout3100,accountingfor60%ofthecountry.Thereare2000enterprises,nearly900workshopswereforcedtostopproduction.EnterprisesthathavepassedGMPaccountfor90%ofthedomesticpharmaceuticalmarket,andthedrugscoveral1thecommonlyusedclinicalproducts,whichcancompletelymeetthemarketdemand.Thereisasayingintheindustry:butGMPGMPisdead,too!Infact,GMPisnotanadministrativetypeofdeathlaw;theimplementationofGMPisaneconomictypeofdeath.ButtherewaslittlenewsornewsthataroundanumberofsmallandmediumenterprisestoabandonGMPcertificationinJuly1staftertheclimaxcontinued,issaidbyGMBtoreducetherepeatedlowleveloftheoriginalbuildingislost!However,smallandmedium-sizedpharmaceuticalcompanieshavepassedthenationalGMPcertification,butitisdifficulttoberecognizedbythemarket,generallysufferingfromGMPsyndrome,thefollowingauthoronthisissue,talkabouttheirownthinkingandcountermeasures.Oneofthesymptoms,operatingcostssubstantialIyimproved1,thecostofimprovingtheclinicalperformance(1)thecostofpassingGMPisprohibitive11isunderstoodthatGMPhasmorethan80certificationrules,includingmorethan200inspectioniternsetc.druglabelsandinstructionsforuse,ordrug,involvesmanyaspectsofsoftwareandhardware,managementcontent,theimplementationofGMPisacomplicatedandhugesystemengineering.Accordingtopublicinformation,on1ythetransformationofafactory,enterprisesspendlessthantheamountofmillionsoffunds,morethantensofmillionsofdegrees.AccordingtothesurveyresearchcenterChinasocialeconomicsurveyinconjunctionWithrelevantassociationsChinapharmaceuticalenterprisecompetitivenessresearchgroupinSichuan,anareaofatotalof21pharmaceuticalcompanies,fixedassetsof1.8million,totalinvestmentandthetransformationofGMP5companiesis220millionyuan.Theannualoutputvalueofanenterpriseisonly10millionyuan,thescientificresearchstrengthisveryweak,only30varietiesandtheproductionofgenericdrugstomaintain,financing50millionyuanthroughtheGMPcertification,howtomaketheequipmentidle,whatproductionvarieties,hasbecometheproblem：seeingloanmaturity,whilethesalesamountisstagnating,lettheenterpriseresponsibleforpeoplescorchedbytheflames.Xi,anpharmaceutical1imited1iabi1itycompanyspent35mi11ionyuanrenovationoftraditionalChinesemedicinepreparationworkshopandpassedtheGMPcertification,theannualproductioncapacityof50millionyuanincreasedtonearlybillionyuan,butbecauseoperatingcostsincreasedby20times,thepressureascanbeimagined.(2)theoperationcosthasbeengreatlyimprovedAIlcompanieshavesomeGMPafterincreasedoperationalcosts,theauthorheardenterprisemadeinthegovernmentheldameetingtosolverealbusinessproblems:thegovernmentwillallowustomovebacktothenonGMPworkshopproductionoftheoriginaljoke.Thehighoperatingcostsaremanifestedinthefollowingaspects:#61548:firstofall,theproductioncostshavebeengreatlyimproved:theutilitieshavebeensubstantialIyimproved;forexample,apharmaceuticalcompanyinGuangxihason1yoneelectricitybi11permonth,anincreaseof10thousandyuanmorethanthatoftheoriginalnonGMPworkshop.GuangdongJiangmensomepharmaceuticalcompaniesthroughtheGMPcertification,productioncoststhantheoriginalincreaseofmorethan30%.Theincreaseinproductioncostswillmakesomeoftheprofitmarginsthatoriginallyre1icdonsalesvolumes.?managementcostsincreased:strictlyinaccordancewiththeGMPstandardmanagementoperations,makingmanagementcostssoared,butalsoalotofenterprisesoverwhelmed.?lowproductionefficiency:thecausesofthe1owefficiencyofthefollowingmainreasons:theselectionofequipment,equipmentinstallation,nowrongworkershaven,tmasteredthetechnicalparametersoftheequipment,withoutlearningcurve.?newplant,equipmentoperationisnotskilled,theproductsproducedhighrateoffailure.2,tosolvetheprescriptionPrescriptionone,large-scaleproduction,improveefficiencyRapidincreaseofproductionworkersonequipmentproficiency,stopproductionbyagroupofcompetentgettersintheshortterm,tograsptheoperationtechnology,shortenthelearningcurveandreducethecostoflearningcurve.Onlyinthiswaycantherateofdefectiveproductsbereducedassoonaspossible,andtheadvantagesofthenewequipmentwi11bebroughtintoplay,Improvetheproductionefficiency,inthefiercemarketcompetitionenvironment,largescaleproduction,andstrictlycontroleverylinkcosts,isundoubtedlytheonlypropercoursetotakeenterprisestoWinthecompetitiveadvantageoflowcost.Withthecostofrawmaterialsandvariouscostsdown,thetotalcostisautomaticallyreduced.Thesalespriceis10yuanthesameproduct,ifthecostfromtheoriginal5yuandownto3yuannow,sotheenterprisecannotdevelopnewconsumers,occupynewmarket,butalsofromtheexistingmarketsharetowinmorethantheoriginalsalesprofit.Prescriptiontwo,assoonaspossibletopreventproductionoftechnicalpersonneltotacklekeyissues,shortentheproductionoflearningcurvetimeIntheprocessofproducingaproductmultipletimes,itisobservedthattheamountofresourcesneededtoproduceaunitofproductioncontinuouslydecreasesastheamountofaccumulatedoutputincreases.Thediminishingeffectofinputfactorsandrelatedcostsisthelearningeffect.Withtheincreaseoftheproductionquantityofproductstogetaproductneededtimeandmaterialconsumptiondecreasedduetoaseriesoffactors,thesefactorsinclude:reducingtheworkerstowork,improvetheproficiencyoftheworkingmethodsandprocessimprovement,wasteandrepeatedwork.Thelearningcurve(empiricalcurve)requiresskilledindustrialworkers.TheproductionprocessoperationandautomobiIedriving,workersneedlove,sensitivetorepeatedexplorationtomachines,ski1led,andmustbeintheactualoperationtoberipeinstudents,andgraspthecharacteristicsofthemachine.ProficiencyinthemachineisnotaShOrt-termlearningcando,isaneedfortimeexperienceprocess.Manypharmaceuticalcompanieson1ypayattentiontothehardwareinvestment,donotpayattentiontothetrainingofskilledindustrialworkers,theresultscanimprovetheefficiencyandeffectivenessofthenewequipment,newmachines,butnottheadvantage,lowefficiency,oftenwrong,thisisnotthemachinefault,faultmanagementtraining.Irespectfullysuggest,theGMPpharmaceuticalcompanies,aresearchgroup,quicklyestablisheddayandnight,tofindoutthemachineworkingconditions,Iechnicalparametersandoperationrules;masterthekeycontrolpointsofeachprocess,assoonaspossibletoshortenthelearningcurveforthetime,reducetheproductionprocesstimeandrawmaterialconsumptioncost.Prescriptionthree:lookingforfast,highvolume,sharpmarketingmodelssuchasterminalintercept,conferencemarketing,urbanandruralpromotion.1.ookingforagents,etc.Toreducetheamountofmoneyneededforsale.Symptomsoftwo:idlecapacity(1)clinicalmanifestation;InShanghai,GuangdongandotherplaceshavepassedGMPcertification,theoutputvalueofenterprisesevenaccountedformorethan90%ofthecity,Stotaldrugproduction.ChinaPharmaceuticalEnterpriseManagementAssociationexecutivepresidentYuMingdethink,afterGMPcertification,China,spharmaceuticalindustryovercapacityoveral1situationwillaggravate.Itisunderstoodthatalmostal1pharmaceuticalenterprisesintheGMPtransformation,havevaryingdegreesofexpansion.Manyenterpriseshavetheideathatitisdifficulttoborrowfunds,butalsotobuildtheworkshop,butalsotobuyequipment,whynotbuildmorethanoneproductionline?ThisidealeadstoasubstantialincreaseintheproductioncapacityofenterprisesaftertheGMPtransformation.SuchasMaoxianggroup,sacquisitionofMcihePharmaceuticalCo.1.td.afteraGMPproject,atotalinvestmentof95million895thousandyuan,aftertheformationofextractionof500tons,100mi11ioncapsules,500milliontablets,pills,oralliquidproductioncapacityof100mi11ion.CentralPharmaceuticaltransformationofTianjinlasted3yearsunti1completion,thetotalinvestmentof60mi11ionyuan,theproductioncapacityincreasesgreatlythaninthepast.StatisticaldatafromtheBcijingconpartpharmaceuticaleconomicandtechnologyresearchcenter,throughtheGMPcertificationofenterprises,about65%oftheproduction1ineputenough;morethan50%businessownersinnewvarietiesaround.(2)diagnosisandtreatmentprescription:OEMgenerationprocessing,digestion,idlecapacity.ThedirectoroftheSFDwhiteboardsaidthattheproductionofdrugsbyentrustmentwascommoninforeigncountriesandthatsocialresourcescou1dberationallyused.TherevisedDrugAdministration1.awofChinaalsomadeaclearprovisionforthis.Onthisquestion,Shou1dalsobeinlinewithChina,snationalconditions,andgraduallystepclosertointernationalpractice.tpresent,wemustimplementtheissuedlawsandregulationstoensurethesmoothproductionofpharmaceuticalentrustedproduction.Prescription1:crosscombinationOEM:Enterprisescanactivelyseektocooperatewithsomelargepharmaceuticalenterprises,andbecometheirproductionworkshop,andearnproductionprofits.Becauseofnonewproductfollow-up,SMEsfacedifficultiesinstartingGMP.CanNorthSouthcooperationandNorthSouthenterprisestohelpenterprisescommissionedprocessing,SouthNorthenterprisestohelpenterprisesOEM,orsomethingcooperation,sowewillgreatlyreducethecostoftransportation,especiallyforthesaleofsmallradiusofheavywater,whichissuitabletogranules.Prescriptiontwo:verticaljointOEM:solvingtheOEMimpulseofcirculationenterprisesInfact,drugentrustedprocessinghasbeeninexistenceforalongtime,andpharmaceuticaldistributionenterprisesorpharmaceuticalmarketingpersonnelhaveentrustedthemanufactureofpharmaceuticalcompaniestoaccountforthelargestproportionofentrustedprocessing.MainlyengagedinpharmaceuticalbusinessinShenzhenKangFuIndustrialCompanyChairmanTangWeimingtoldreporters:inthepastsomeofthedrugsbyprocessingmoresubtle,suchastheSouthernChinacoastalareahasbeeninasneakywayforHongkongpharmaceuticalproducts,donotgothroughanyformalities.WiththeStandardizationofthepharmaceuticalindustryandtheincreaseofidlerateofpharmaceuticalequipmentafterGMP,thepharmaceuticalprocessingbusinesswillbemoreheated,andtheupwardenthusiasmofthecirculationcompanieswillcontinuetorise.IknowapharmaceuticaldealerinSichuan,expressedhisdesiretodevelopdrugs,sothatmanufacturersOEMOEM.Themedicinecirculationenterprisedynamicofdrugsalesmarketandfuturetrendsareabletobettergraspandknowwhatproductscanbringprofitfortheenterprise,butoftentofindsuchproductsandspendenormousenergy,butalsototheexclusivemanufacturerZhunzixclassofdrugsetc.Farmar,improveproductfactoryprice,pressagentprofit,sothatagentsindifficultposition.saresult,theyareeagertodevelopproductswiththeirownintelIectualpropertyrights.ButbecausetheyhavenoGMPworkshop,theycannotproject,whichbringsopportunitiesforpharmaceuticalenterprises.Itisentirelypossibletoworkwiththeseenterprisestodevelopproductsfortheirexclusiveproduction.Prescriptionthree:OEMforforeignpharmaceuticalcompaniesHere,specialattentiontodomesticpharmaceuticalcompaniestopayattentiontoandforeignpharmaceuticalgiantmultinationalcorporation,foritsOEM.CheaplaborChineseandrelativelycheapproductioncosts,candodrugsforforeignpharmaceuticalcompaniesinChinaoutsourcingproduction,buttheproductionprocesstheoriginalChinesepharmaceuticalbackwardandunstableproductqualitygreat1yhindersthepatternofahMPcertificationforaccountedforforeignpharmaceuticalcompaniesinChineseproductionoutsourcingcleaningobstacle.JiangsuandZhejiangprovincesofthepharmaceuticalcompanieshavebeguntotrythis,suchastheUnitedSlatesZhejiangHisunMerck,Suzhou1.idaforWyethpharmaceuticalprocessingandsoon.Globalwel1-knownpharmaceuticalenterpriseshaveal1enteredChina,Ibe1ievethisshouldbealargermarket.October13,2004,wasthefirstmajorpharmaceuticalcompaniesoftheFarEastShanghaiXinyipharmaceuticalsofficiallyannounced,thefactoryhasbeenestablishedthefirstFDAwiththeUnitedStatesandtheEuropeanUnionCGMPstandardsolidpreparationproductionbaseofourcountrystate-ownedpharmaceuticalenterprises,thetotalinvestmentwillreach200millionyuan.Theproductionbasedesignannualproductionof5bi11iongrain,inadditiontotheproductionofXinyiitselflistedEuropeanmarketdrugs,butalso1istcdEuropeanmarketofpharmaceuticalOEMproduction.Prescriptionfour:rapidimitationofexpiredtraditionalChinesemedicineprotectionvarieties,andpatentexpiredvarieties,orrapiddevelopmentofhealthfood,digestionandproductioncapacityRDconstraints,genericdrugsarestilldominant.China'spharmaceuticalmarkethasbeendominatedbygenericdrugsforalongtime.ASaresultofinstitutionalreasons,long-termRDfundsareseriouslyinadequateanddonotpayattentiontoRf),sothatenterprisesdonothavenewproducts,thereisnosustainabledevelopmentcapacity.PharmaceuticalcompaniesareexemptfromGMPcertification,andbecauseofthelargeamountofmoneybeingdepositedonGMPprojects,andmos11yloans,thereisnomoremoneyforresearchanddevelopment.Butcapacityisreallymagnified,sogenericsremaindominant,foralongtimetocome.1.owlevelimitationandpricewarwillstillbethemainstreamphenomenoninthemarket.About60%ofSMEsinvaryingdegreestowithstandnewresearchanddevelopment,bankloans,marketingchannelconstruction,lackoffundsenormouspressure.Thismakestheenterprisesurgentlyneedtoseebenefitsintheshortestpossibletime,suggesttotakesometechnicalcontentisshort,flat,fastlowprojecttotrytoimitatetheprotectionoftraditionalChinesemedicineaspressingdanger,goodmarketprospectsduetovarieties,varietiesofpatentexpiration.Anotherideaistodeveloporbuyhealthfoodassoonaspossible,tostarthealthfoodproduction,healthfooddevelopmentcycleisshort,lessinvestment,itcanberegardedasagoodrecipefordigestivecapacity.Threeofthesymptoms,theproductproductioncostsincreased,pricesincreased,competitivenessdeclined1,symptoms:Smailscale,poorbenefits,compelitivedec1ineThepresentsituationofourcountry,Sdrugisaccountedfor70%ofthemarketforgenericdrugs,profitsaccountedforonly30%;andthemarketshareof30%ofthedrug,itsprofitisashighas70%,throughtheGMPcertification,drugpriceswillbehigher,becausedepreciationthroughGMPisfarlessthanitsprofits.Thereisnoprofitbecauseofgenericdrugs,genericdrugsarelessprofitable,cannotcompensatefordepreciationandinterestonloans.Fromthesmal1andmedium-sizedenterprisesprofitlevel,theoriginalmarketcompetitionhasbeenveryintense,andhasintensified,somerelyonpricewarandwinthetemporaryinterestsofthesmal1andmedium-sizedpharmaceuticalenterprises,afterGMPcertification,withtheincreaseofrawmaterialcostsandoverallcosts,increasedoperatingcosts,butalsomakesitsownthepriceadvantageofthemomentcometonothing.Inmarketcompetition,facingthehighcost,smal1andmedium-sizedpharmaceuticalenterpriseswillbeforcedbyreducingtheirprofitratiotogainnewadvantages,inordertousethepriceofweaponsandcompetitorsrushtoahigherlevel.Inthisway,moreandmoresmallandmedium-sizedpharmaceuticalenterprisesareenteringunprofitablestatus.Thecompetitivenessofsmallandmedium-sizedpharmaceuticalenterpriseshasbeenfurtherweakened.2,tosolvetheprescriptionTheauthorputsforwardthefollowingcountermeasures:Prescription1:abandonthefollowingzeroprofitproductproduction,selectpotentialandprofitableproducts,focusonlarge-scale!Notafraidofsomeproductionlineshutdown.#61548specializesinproducingindividualvarietiesdirectlyforseverallargepharmaceuticallogisticscompaniesThisisdifferentfromOEM,buttheirproductsspecificallyforseverallargelogisticscompanytodo,inordertoreducetheintermediatelinkagent,theformationofdirectsupplypriceadvantage,increasethelargelogisticscompany,spurchasequantityandpurchasefrequency,reducethesalesprocessmanagementfees,andquicklyexpandthemarket.Ifyourmarketingeffortsandmarketingnetworkcoveragetotheseplaces,andthereisthebestnetworkoflargepharmaceuticallogisticsenterprisessuch