Medical network on March 23 - March 21, 2017, in the second session of Chinese county chain pharmacy development summit in the opening scene, vice President huang jing kang information through nine dimensions of data, and the scene more than 2000 guests for the conference "brand sinking, pull the county health consumption upgrade" theme of the kernel logic, and clear to start as county, present situation and future direction of the market, explore the path of county pharmacy "iteration 2.0".
6.5%
This is all very familiar one number: 2017 national GDP growth target
Compared with GDP growth over the years, there is no doubt that this goal this year is more elastic, however, the more flexible Numbers are more fully expressed the will of the government, that is played down the importance of GDP growth into the improved residents income and consumption level, the development of "consumption-driven economy".
This number, it is important to the nation's economic growth mode transformation.
Combined with the "healthy China 2030" planning outline, expected 16 trillion industry scale, healthy consumption will inevitably become an important part of consumption upgrade. "Healthy China" is the objective of development, but also the means of development.
1.72 trillion yuan
This is kang information after ten years of the Chinese pharmaceutical retail terminal of the size of the market
In 2016:337.7 billion; The equivalent of 5 times the size of growth;
Behind this group of forecast data, there are two "if" as the leading factor.
If one: medicine separation can smoothly, authoritative sources, medicine separation will be a prototype for the Beijing national open in April. (this belong to the policy influence factors)
If two: Chinese pharmaceutical retail industry can conveniently to borrow "medicine separation", complete "from the return of the channel to the service and value" business model iteration. (this belongs to the factors of market forces, more can promote) on our own.
Hypothesis "policy" and "market" for the two wheels move at the same time. Then, the growth target is to expect!
The "healthy China 2030" planning outline focuses on the policy of "focusing on grass-roots" orientation;
So, a conservative estimate, the county the size of the market share from the current 36.4% to 50%, which means that a decade later, the county market scale of up to 860 billion yuan. Compared with the size of 112.5 billion yuan; Growth will be more than 8 times.
32.2%
In 2016, the engel coefficient of rural residents in our country
Engel's coefficient, is an economic concept, namely total spending on food accounting for the proportion of total personal consumption expenditure, the engel's coefficient can be used to define the countries, cities and even the rich and the poor condition of the family.
According to the UN food and agriculture organization of the division of engel's coefficient standard:
More than 59% of absolute poverty;
50% ~ 59% for food and clothing;
40% ~ 49% for the well-off;
30% ~ 39% for rich;
Below 30% for the richest.
So, according to the standard, China's rural residents has entered into a state of the rich, as the material needs are met, they will pay more attention to healthy consumption and health services.
Above three data, respectively represent: "the government will, market space, demand trend" in the future. The future is very beautiful! So, how about the status quo? Next, let's take a look at a few other refractive county market the present situation of micro data.
In 2016, the health information on the north China, northeast, northwest, east China, southwest, south China 6 large area, more than 200 county chain enterprises to do the sampling and research:
1594 yuan
County pharmacy same-store sales a day
Data shows that: the county pharmacy in same-store sales to an average of 582000 yuan. The average daily sales equivalent to 1594 yuan.
Almost 30% lower than the national average 2244 yuan
Why so low? The following data may reflect the key issues.
9.49%
County have drugstore pharmacist/licensed pharmacists aptitude employees accounted for
Human resources situation of sampling survey results show that the county chain staff education, high school/secondary education accounted for 59.86%; College degree (30.69%); Bachelor degree or above accounted for only 9.45% of employees, and nearly half of the employees have no medical related professional background, have a pharmacist qualification/licensed pharmacists accounted for only 9.49%.
It can be seen: both in basic quality and professional quality is low.
The core problem: specialized personnel gap is huge
If the above is done, then speak of modernity.
100%
You take a look at this question: "do you think the competition in regional warming accelerating?" .
Two answer options: A, no, it is still A long way off. B, yes, already began to shuffle
Here are some of the guest feel that this problem is very familiar with?
Yes, this is an exclusive problem of last year's survey, you may check their answers.
But to our surprise, the real problem is the answer of the consistent rate was 100%
All research object feel the competitive landscape of the region have begun to shuffle.
Actually we can see, the medicine retail market is like in the first echelon of several large chain expansion strategy are almost consistent: to the core of the area and stronger, do greatly, at the provincial level the focus of the regional layout, intensive cultivation, then by the core cities gradually to three or four line city, county market sank. Yunnan one hall, guangdong, for example, big and Lin their stores layout is mainly concentrated in three or four line city and county, township, development also is from jinan shandong wash jade civilians and further expand outward.
This is the real portraiture of county market: poor management and low degree of professional, competitive pressure
Domestically, the county pharmacy exactly how to do? How to choose the breakthrough direction?
Three times
Kang in CMH, according to data from 2013 to 2016, high blood pressure drugs, such as slow controlled release formulation of the selection of advanced formulations rate rose to 36% from 53%, increased by nearly 50%.
The nifedipine advanced formulations use rate, from 33% in 2013 to 97%, increased three times.
And the price of advanced formulations, generally three times more expensive than normal dosage forms.
With the improvement of economic level and health consciousness, consumers pay more attention to the brand and quality, not price.
High value branded goods, not just the sales promotion, more important is to enhance the customer's viscosity.
At the same time, the brand goods still can bring more resources for the county chain, innovation mode, and customer service experience.
Behind the Numbers: value represents the high quality goods.
10%
From China CDC slow disease center data show that only 28.1% of rural patients with high blood pressure GuanLiLv, this part of the management of the patient's blood pressure control rates is 36.6%, the blood pressure of hypertension patients in rural areas can be calculated control only about 10%. That is to say, 100 patients with high blood pressure, only 10 people obtained the effective control of blood pressure.
But our country rural cardiovascular patients is increasing rapidly, the fatality rate also increased obviously.
This highly popular trend, low level control, slow disease service at the grass-roots level are still quite a lot of deficiencies.
Meet the demand of this kind of health, there is a huge market space.
And we can cut in this market go much cake, capacity depends on our professional service.
So, the 10% figure extension of the thinking is: the improvement of professional service ability.
Management in the end, whether it's goods or services, all want to by DT, is the big data and to guide, promote new techniques.
690
This is a heart of CRM system can give each customer "stick" on the classification of the number of tags
Through data analysis, can from 690 dimensions for each store consumption for each customer, again through the cross analysis of different latitude, can form more than 100000 mesh.
For example: diabetic patients? Is a type 1 or type 2? Is the age? What kind of what kind of habits and consumer preferences and so on...
Through the analysis of the customer label and the grid, accurate grasp consumer portrait, which match accurate service plan.
Theoretically, the 100000 grid represents 100000 kinds of "one to one" marketing plan.
Only such ability in DT, likely for the target member precision "great health" service plan, including drug recommended, health knowledge push, remind, activities, etc...
No exaggeration to say that in the new economic era, despite the DT talk about management do market, this is not the future.
Through the above 9 Numbers, we simply again county the present and the future of the market, the present situation of county pharmacy and direction.
Conclusion: commodity reengineering, service driven , DT ability to build [is] to fix lian is very worthy of our broken direction. This is also our planning the content of the conference this year several big core modules.
"Polymerization, growth, value", let us win-win future! |
