Big Health Field,Turn off the command gun。Deep changes with the concept of health and medical model,& ldquo; Big Health & RDQUO; Industry faces unprecedented opportunities。In this context,2012,Dozens of Chinese medicine listed companies have no choice but to announce the layout of the big health industry。Some start launching collagen beverages,Some do small molecular pure water,Also involved in toothpaste、Shampoo,Even traditional Chinese medicine companies have launched personal sanitary products such as sanitary napkins & hellip; & hellip;
Why did the big health field suddenly become & ldquo; Xiangxiang & rdquo ;? Is the main business of Chinese medicine companies? Or the company is love & ldquo; Is the new source of profit for Chinese medicine companies? How many are the chances of winning after the involvement of listed companies? Recently,With this series of problems,Our reporter conducted an in -depth investigation of many companies in the industry,Try to find out the inherent logic of their investment in the big health industry。
Downside of the economy,& ldquo; Lipstick economy & rdquo; Charming Donae。
October 15,Zhang Ziyi, wearing a blue dark ditch evening dress,Appeared in Guizhou Belle (002424,Stock Bar) on the collagen forum,Treating a while & ldquo; commotion & rdquo;。For Guizhou Bailing, which launched a collagen drink in April this year,,Zhang Ziyi is more expensive、Advertising promotion costs even if tens of millions,Also like & ldquo; Floating Cloud & RDQUO;。The savvy of the merchant is: under the lipstick effect,After all, the hidden consumption of women is more considerable。The chairman of the company Jiang Wei said to the Shanghai Securities News,Collagen beverage since it was launched in April this year,has entered more than 4,900 supermarkets nationwide、Old store terminal,Fast consumer goods field will become the company's new growth point。
From a certain extent,Guizhou Bailing is the savvy merchant who is trying to catch & ldquo; lipstick effect & rdquo;。& ldquo; Lipstick effect & rdquo; originated from overseas description of certain consumption phenomena: that is, every economic downturn,People’s consumption will turn to buy cheap products,and lipsticks are not necessities of life,But it has the role of cheap and fans,Can bring psychological comfort to consumers。
Lipstick effect is just a microcosm in the current economic environment,Guizhou Bailing, which is developed and produced by Miao medicine,Borrow & ldquo; Lipstick & rdquo;,Also caused the industry to question。But Guizhou Belle is not the first warrior to eat crabs,More and more traditional Chinese medicine companies have suspected of their performance growth without enough performance,All are seeking transformation,Interests in the field of big health & ldquo; divide a cup & rdquo;。Like Rintang (600085,Stock Bar) Except for large -selling health products,also launched cosmetics such as Chinese Stake Sports Bettingstake sports betting appmedicine mask,Get praise like a tide; Yunnan Baiyao (000538,Stock Bar) Push white medicine toothpaste、Yangyuan Qingqing and other daily chemical products,It can already be competing with a toothpaste of foreign brands such as the Japanese Lion King; East Ejiao (000423,Stocks) Began to push & ldquo; casual snack & rdquo;; Qianjin Pharmaceutical (600479,Stocks) also started the policy of two legs walking from June this year,On the one hand, continue to be a drug main business such as a large gynecological thousand gold tablets,On the other hand, entering sanitary cotton and other sanitary fast -moving consumer goods。
Fo Che Pharmaceutical (002644 just one year after the listing,Stock Bar) While strengthening the development of new drugs,It is also intensive to add a big health industry。Relevant person in the company's investor relationship department told reporters,They use health food、Functional drinks、daily chemical products are breakthroughs,Actively explore and expand a new business area and profit growth point,The first beverage of Ganmai Jiao tea developed independently is expected to be launched in the market,& ldquo; Buddha Ci & rdquo; Brand Ejiao will meet with consumers at the end of the year。
1 Cross -border fishing originated from the worry of the main business growth
Really,Encountering economic downturn,Pharmaceutical companies extend to & ldquo; big health & rdquo;,Develop new business,Expand the new market,Become a way to change economic development、Adjustment of the important focus of the demand structure and improve the consumption level。and the reporter found in the investigation,The deeper reason is still the growth of the growth of the main business。
In recent years,Due to national drug price regulation and raw material cost increase,Domestic pharmaceutical companies with two heads for pressure,The growth rate of performance slows down。In China Merchants Securities (600999,Stock Bar) Pharmaceutical researcher seems,The current cost of research and development of drugs is increasing,The difficulty of R & D and the listing cycle is continuously expanding。Under the environment where raw materials, especially Chinese medicinal materials, rose rapidly,The medical industry suffers from the basic drug system、Difficulties in many factors such as bidding procurement and drug price management,The competition of prescription drugs is increasing。
& ldquo; It can be said,Entering the field of great health,It will become the consistent development trend of Chinese Chinese medicine companies。& rdquo; A 2011 New Fortune Best Analyst prediction to Shanghai Securities News。He told reporters,Is not to say that there are any big problems in the main business of Chinese medicine companies,But take Yunnan Baiyao as an example,The company has achieved a leader in its own segment,Occupy most of the market share。Even so,Market cake is so big,Enterprises inevitably begin to encounter the bottleneck of industrial scale。What does the future growth point rely on? So,The major health field solves the problem of the succession of the company。
He also thinks,Traditional Chinese medicine is treating incurable diseases、Treatment of disease and saving people is not as good as chemical,But the treatment of chronic diseases、In terms of health care,But the effect is unique。These companies have developed after years of development,All have formed their own brand、Channel and other resource advantages,Now entering the field of great health,Extending their respective advantages,It is imperative。
What needs to be pointed out is,Although various Chinese medicine companies have involved in the field of great health,But there are still difficulties in actual operation。& ldquo; Everyone has just entered the field of their own familiarity,can only My stake betting appstake online sports bettingcross the river with stones。& rdquo; Wang Qiongyao, general manager of Qianjin Pharmaceutical, told this reporter,Fortunately, this market is enough,and already have a successful precedent,Power brought to the example of the latecomers。
Another interesting phenomenon is,Not only Chinese medicine companies in my country test water cross -border,In fact, the world is scraping cross -border wind。October this year,French Pharmaceutical Merchant Sai Funfei-Avant and Food and Beverage Company Coca-Cola announced the establishment of a cooperative relationship,will jointly launch a series of health care、Beauty drinks to enrich their own business,Both parties of the new company will hold half of their equity。
The reason is simple,Due to patented medicine due、Drug profit space decreases,Maintain a diversified business,It is a sharp weapon for multinational pharmaceutical company & ldquo;。For example,Johnsive、Some pharmaceutical companies such as Abbott and Sanofi have built a tree in the fast -moving consumer field,Its product line includes milk powder、Cosmetics、Health products, etc.。
2 Nuggets Big Health Seeking leapfrog development
No doubt,The big health industry is facing unprecedented opportunities,Is the core industry of the current economy。So how big is the overall plate of the domestic big health industry?
Academician Zhang Boli, an academician of the Chinese Academy of Engineering, found in many years of promoting the modernization of traditional Chinese medicine,my country ’s Chinese medicine large health industry has reached 700 billion yuan in 2009,Fortunate is that this year will reach 1 trillion。
Industry insiders agree,With the continuous improvement of people's living standards,People have also been upgraded for health needs,During this period, cases of international health trends and the success of individual domestic products also affect the living habits of Chinese people at all times,In this trend and background,The concept of great health came into being,and become the gold industry of the 21st century。At the same time,Benefiting from the rapid development of China's economy and the arrival of aging society,Drink with Chinese herbal medicine、Chinese medicine daily chemical、Chinese medicine derivatives industry represented by traditional Chinese medicine health products has gradually matured,Become the backbone of leading & ldquo; Big Health & RDQUO;。
Many people in the pharmaceutical industry all told reporters,With the gradual landing of the specific goals of traditional Chinese medicine medical resources and services in 2015 with & ldquo;,Various brands of Chinese medicine and modern Chinese medicine listed companies will enter the golden development period。Where,There are upstream Chinese medicinal materials resources and strong modern pharmaceutical (600420,Stock Bar) Craftsmanship and brand expansion capabilities are expected to be strong for strong people,In the field of Chinese medicine derivatives,Realize continuous rapid growth。
Analysis,Chinese medicine derivatives enter & ldquo; Big Health & RDQUO; Industry has double natural advantages。First,Chinese medicine companies have brand advantages,Like Rintang、Pianzi (600436,Stock Bar)、Yunnan Baiyao, etc. is a typical representative of the accumulation of Chinese traditional Chinese medicine culture for hundreds of years,Brand effects have been deeply rooted in people's hearts。Medical production must pass strict GMP certification,It has shaped a trustworthy image for Chinese medicine companies,Therefore, derivatives of Chinese medicine companies are easier to get consumer recognition。
Second,Chinese medicine enterprises have R & D and quality advantages。Stake Sports BettingChinese medicine pay attention stake betting appto & ldquo; medicine food homologous & rdquo;,Under the controlling R & D system and quality control,Chinese medicine companies have almost no technical barriers from medicine to food,You can extract beneficial ingredients from the herb or animal body,amplifying Chinese medicine derivatives in daily chemicals、development space on health products or other markets。As the general manager of the Marketing Department of Qianjin Pharmaceutical, Wang Changgeng said,Make full use of the characteristics of Chinese medicine theory and Chinese health culture,Article of the same source of medicine and food,It is a shortcut to achieve leapfrog development in the traditional Chinese medicine industry。
3 Refusing to play low -priced cards through high -end routes
As a Chaoyang industry with huge growth potential,Big Health Industry has attracted Beijing Tongrentang、Yunnan Baiyao and other heavy -duty pharmaceutical companies have invested heavily in development,Great success。What is the same is the same as,The positioning of high -end products becomes the unanimous choice of Chinese medicine companies。
The reporter recently visited some of Shanghai's hypermarkets,You can see the new product of Yunnan Baiyao & mdash; & mdash; a toothpaste specializing in the health of smokers。120 grams/branch is priced at 42 yuan,160 grams/branch pricing 69 yuan,and the price of the Japanese Lion King to smoke and staining toothpaste at 32 yuan,Yunnan Baiyao's products are about 30%expensive。Can such a high price still make consumers pay for it? & Ldquo; High acceptance,Sales volume is about 10%higher than the Lion King toothpaste。& rdquo; Mr. Yang, sales manager of the store, tell reporters。
Data display,2004 Yunnan Baiyao launched Yunnan Baiyao toothpaste,Start expanding from traditional Chinese medicine derivatives to modern daily chemical products。The high -priced strategy adopted by Yunnan Baiyao toothpaste was not optimistic about the industry at the time。But in fact,Yunnan Baiyao successfully cross -border with toothpaste products。From 2004 trial sales to 5 years in 2008,Yunnan Baiyao toothpaste sales have exceeded 1.1 billion yuan。So far,Yunnan Baiyao toothpaste market share is second only to foreign brands & mdash;,ranking third,Become a chain hypermarket、Professional stores and other channels of the first ethnic brand,It is also the first brand of functional toothpaste。
It is precisely because of the success of the white medicines in Yunnan,Only leading countless Chinese medicine listed companies have accelerated the layout of the large health industry。
For example, Kangmei Pharmaceutical (600518,Stock Bar),The company launched tea beverages last year & mdash; & mdash; chrysanthemum emperor tea。According to an introduction,This year's Kangmei Pharmaceutical Guangju Emperor Tea can sell for more than 100 million。Miss Zhou, who worked at the marketing department of Fortune 500, found,This summer,There are more afternoon tea provided by the company & ldquo; Chrysanthemum Tea & RDQUO; This new choice。The price of its one yuan and one pack is at the same horizontal line as Lidon,Obviously,High -end routes of Chinese medicine companies have selected accurately on the market express。
4 The entire industry chain is not so high
Analysts think,From a deeper level,,Chinese medicine companies enter the big health industry chain,Can complement each other with the original business of the enterprise。complement each other,mutual benefit,It is the development road for Chinese medicine companies to move towards the entire industry chain。The reporter learned in the investigation,This aspect,Task (600535,Stocks) is a classic representative。
Since its establishment in 1994,Persist in creating the first brand of modern Stake Sports BettingChinese medicine,Continuously stake online sports bettingpromote the development of the big health industry,Biopharmaceutical、Chemical medicine、Expansion of the specialty medical industry in characteristic specialty,Forms the life safety industry sector with medicine as the main field; and gradually enter health products、Healthy Food、Cosmetics、Safe drinking water、Biological Pu'er tea and other life and health industries areas。Current,The entire group's product sales of more than 12 billion,Among them, nearly 80%are big health products。
According to Yan Xijun, chairman of Tzuice, introduced to this reporter,Development for more than ten years,Tzuhiki passed a medicine to a product cluster,to a single industrial chain,to multiple industrial chains,Forming a guarantee system。& ldquo; We use the biomedical industry as the core,Promoting the development of health industries such as safe water,Use biotechnology to traditional food,Make it standardized、Efficacy to achieve convenience。Another one is the future development of health,Health Service,From the treatment of non -disease and treatment to the big health industry chain that has been diseased to the end of the disease。It can be said,Big Health Field,It will become a new growth pole for Chinese Chinese medicine listed companies。& rdquo;
But the industry also reminds,The industry also has the risk of failure。Industry insiders pointed out,Enterprises must be based on their own advantages、Competitiveness、Industry Prospects and other situations.。Because the big health industry is bringing a better development prospect to the enterprise,Also due to huge funds、Science and Technology、Market development and other investment brings greater risks,Therefore, be so high,Blind chasing for。The value of the entire industrial chain lies in the optimization configuration of resources,Create the highest efficiency,instead of simple expansion of upstream and downstream,This,Enterprises must be soberly realized that in the process of the layout of the entire industrial chain, the risk of & ldquo; face & rdquo;。
