Medical network - on March 1, many industries in our country faces the same problem - homogeneity, especially in the emerging industry and market potential of the industry, this problem become more prominent. The so-called "homogeneity" means the same kinds of different brands of goods on performance, appearance and even marketing tool to imitate each other, so that gradually convergence phenomenon. Homogeneity is like an encirclement, makers, with brand awareness to break through the encirclement requires more efforts on core technology research and development, advance to the end consumer market anticipation, first to make a change, in order to stand out under the homogeneity phenomenon. In the field of medicine, homogeneous category is the most severe cold medicine.
At present, the domestic pharmaceutical companies close to 7000, has been listed in the cold medicine there are hundreds of. Because of cold medicine category has a huge market space, low barriers to entry and the advantage of lucrative returns, so as the primary in each big drug firms produce varieties. And, as a result of cold medicine market entry threshold is low, make the product differentiation marketing struggling. With consistency evaluation by, cold medicine become one bear the brunt of the hardest-hit areas. More homogenized competition is so serious, enterprises should maintain product areas, development strategy, market share, consistency, factors such as evaluation of resources to weigh and consider its positioning.
The more serious the common name of, the greater the homogeneity
, according to kang CMH monitoring data in 2015, five terminal chemical medicine share of the top ten common cold was 85.2%, and the concentration is higher, the compound acetaminophen alkyl amine proportion is the largest, most serious homogeneity; The second is accounted for 13.1% of the acetaminophen huang min. The common name for larger varieties, the homogeneity competition trend is also more serious. According to the food, according to data from the food and drug administration in 2016 compound acetaminophen alkyl amine of the approval document for the generic name for 261, and acetaminophen yellow the susceptibility of 369.
Five terminal cold chemical medicine common name may need market share
Data sources: kang CMH
Predictions are reserved products, TOP brand advantage is obvious
According to kang, CMH monitoring data in 2015 known as compound acetaminophen alkyl amine in the top ten brand, enterprise for the hainan Asia with benevolence and occupy the market leading position. Hainan Asia accounted for the biggest, predict 2016 market share increased; And benevolence and compound acetaminophen capsule of alkyl amine and accounts for the first three position, predict market share increase fastest in 2016; Other top 10 enterprises of small although the competition is intense, but still be preserved possibility is very large.
Compound acetaminophen alkyl amine of generic top 10 brands
Data sources: kang CMH
Note: EI in 100 as a benchmark, said category's average level of development; Above average EI > 100 said product development; EI < 100 said product development below the average.
Comprehensive general called acetaminophen yellow the sensitivity can be found in the brand competition, China resources and occupies the more obvious advantages of Harbin pharmaceutical group, one of the China resources children acetaminophen yellow that sensitive particles in 2015 to 25.1% of the market to occupy the chief, predict 2016 will continue to rise; Harbin pharmaceutical children acetaminophen yellow that sensitive particles occupy the market share of 23.9% in 2015, is expected to share declined slightly in 2016; Zhejiang the peak children acetaminophen yellow that sensitive particles from 9.3% in 2015, market share remained stable; Other top 10 enterprises of small although the competition is intense, but still be preserved possibility is very large.
Acetaminophen yellow the susceptibility of generic top 10 brands
Data sources: kang CMH
* the above data are for the five terminal cold chemical medicine combined market share;
* EI: in 100 as a benchmark, said category's average level of development; Above average EI > 100 said product development; EI < 100 said product development below the average.
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