Competition for medical device marketing: domination of the future industry ambitious

Pharmaceutical Network December 29 hearing in 2017 China's medical device market capacity of 450 billion annual rate of 20% growth, there are now more than 15,000 medical device manufacturers and 40,000 medical equipment agents, operating 44 categories , Hundreds of thousands of specifications of the product.

Regional species concentration, industrialization pattern, especially in the field of medical equipment, such as Zhejiang Tonglu, Yangzou Touqiao Town, Henan Changheng, etc. Currently engaged in China's medical equipment industry in low-value supplies, one-time medical supplies must Most are township and village enterprises.

To Tonglu, Zhejiang, for example, at present the place has become the hub of the country's distribution center.According to statistics, Zhejiang Tonglu officially registered production company has more than 30, there are more than 90 operating type, of which the larger Tiansong, Conkey , Light Code, three and most of the local businesses to recruit relatives and friends and locals as the manager of the package to develop the national market, the accumulated funds in turn acquired the factory.

Shandong plate is presented, the pattern of large development, large leap. Or because of the unique geographical culture of Shandong, Shandong has many large-scale enterprises. One is the Shandong Weigao Group, Shandong Weigao Group achieved sales throughout the year 2016 Income of 33.6 billion yuan, profit 3.45 billion yuan, the core subsidiaries to take direct sales model in major cities have set up offices. More than 50 existing series, more than 500 varieties, more than 80,000 specifications. Shandong not have to have another As a veteran military enterprises, since 2002, A-share listed companies to access the Shanghai Stock Exchange, Xinhua last year, medical operating income reached 8.3 billion in recent years, Xinhua Medical is to increase mergers and acquisitions Efforts will be Changchun Boxun, Wei Shida, Yuen Yue medicine machine, Chengdu Yingde income in the bag.

And at Entrepreneurship An active Shenzhen, there are two medical equipment 'Whampoa Military Academy.' Which, as the first high-tech enterprises Anke, Shenzhen Medical Devices Industry has become a veritable 'Whampoa Military Academy' - Shenzhen has nearly 200 medical Equipment management and Anco have a lot of roots, including Shenzhen Mindray, Reborn, Lei Du, Po Wright, the opening, security, micro-point, Ruifutai and other companies 2016 sales of 1.7 billion Huada gene Is a 'Whampoa Military Academy' in the field of genetics. For more than a decade, many of its genes have left the country. At present, there are already 17 companies in the department of "Huachuang".

Another batch of forces that can not be ignored in the field of medical devices is the supply and marketing network of medical devices which are complementary to private medical groups, such as Fujian Putian Medical Group has formed a large-scale, industrialization, 59 medical groups and their affiliated medical device manufacturers, the year Sales of 250 million, drug And medical equipment, such as the purchase of more than 100 billion yuan. Related to Putian Medical Devices Network (responsible for private hospitals bidding agencies), Putian Xiuyu Medical Devices and Pharmaceutical Fair, China's health industry development strategic alliances to Beijing public and Nanjing III Germany as the representative of private hospitals do hundreds of national medical equipment proxy Business, has formed a complete medical supply and marketing and hospital industry chain.

Observation of domestic medical instruments Industry status and development, we can find: rapid growth in the past five years enterprise Most of them are executives from well-known domestic and foreign medical device manufacturers. The typical representative is Shanghai Liangyu. The company's entrepreneurial team mainly comes from multinational executives such as Siemens Healthcare. The founder of Suzhou Fei Eno is from GE.

In fact, the background and experience of the heads of domestic medical device manufacturers can roughly be divided into four kinds: medical or technical experts, township entrepreneurs, agents, professional managers.These four different backgrounds and experiences create different development paths for enterprises , But also determine the growth rate of enterprises and business size.

The scale of a firm that is founded by a medical or technical expert is hard to come by. Many experts often choose to start a business without understanding marketing and start with the problems of lack of capital, talent, lack of network, lack of management and lack of resources. Good products will be able to make enterprises bigger and stronger. As everyone knows, can not solve marketing problems, no matter how good the product, more investment, are just liabilities.

Township enterprises are mostly engaged in low-value supplies, disposable medical consumables, etc. These enterprises pursue imitation and plagiarism. As competition intensifies, the price will be made lower and lower at the sacrifice of product quality while profit margins become smaller and smaller. However, I conjecture that with the landing of the next two votes, as well as the increase of battalions and the increasing number of inspections such as the self-inspection of the flying seizure, the market will become more and more standardized with the annual sales of Medical equipment distributors and manufacturing enterprises below 30 million will be eliminated, and the medical equipment industry in the future will form a strong, strong and the weak out.

On the medical equipment point of view, the agent for the king of the model will continue: the current annual sales of billions of dollars of about 30% of the manufacturing enterprises in the past was transformed by agents, representative companies such as Shenzhen Mindray, Sichuan Mike, Kang Up to medical treatment, Nanjing Jusha, etc .. These enterprises in the foreign brand agents, they continue to accumulate channels, terminal hospitals, personnel, management, financial and other resources, in order to grow by weight, in order to grow rapidly to be bigger and stronger .

'Conclusion' The Art of War said: soldiers, the country's major event, the birthplace of survival, the road to survival, must also be investigated also. Therefore, by five things, the school in terms of dollars, and claim their affections: one said Road, , Three said, four will be, Wu Yue law. All these five, will not hear the smell, know who wins, I do not know many.

The future hegemony of the medical device industry must come from those enterprises that use the "Tao, the Heaven, the Earth, the Law, and the Law of the People's Republic of China."