In the era when New China was just founded, in order to solve the social problem of lack of medicine as soon as possible, provinces, and even cities and counties have set up their own Chinese medicine factories and Western medicine factories. At the same time, all products are national, so there is no way to talk about intellectual property protection. More than 600 pharmaceutical companies in the country produce compound Danshen tablets, and thousands of companies produce isatigan granules, not to mention varieties such as acetaminophen and amoxicillin.
At the same time, because these general drug varieties have the characteristics of low price, accurate efficacy, wide coverage, and patients can choose independently, a general drug market with a deep mass base has gradually formed.
In the general drug market, the industry generally divides the domestic terminal market into the first, second and third terminals.
1. Current situation and development trend of the first terminal: the hospitals dominated by the second class and above hospitals are still the main channels of drug distribution in China, only 20 Abstract: This paper provides the general drug marketing ideas for small and medium-sized enterprises. Through specific data statistics and analysis, combined with policy discussion, as well as a summary of successful cases. Small and medium-sized general drug enterprises can achieve development under the realistic environment.
In 2008, the total drug sales of 19,701 hospitals in China was about 302.5 billion yuan (accounting for 60% of the sales of finished drugs), of which about 2,800 large hospitals accounted for 80%. Among them, the first terminal (hospital > market is the main variety of large pharmaceutical companies at home and abroad. In the national hospital sales, the total share of the leading 20 companies is 28.8%. The absolute value and growth of foreign companies' sales in hospitals are higher. Domestic enterprises on the list are: Shandong Qilu, Jiangsu Hengrui, Harbin Pharmaceutical Group, Yangzijiang, Beijing Double Lu, Shanghai New Pioneer and Hainan General Sanyo 7, in the top 20 leading enterprises sales accounted for only 28.32%. The first terminal has experienced unprecedented changes and has been occupied by foreign and domestic large pharmaceutical enterprises.
The second terminal status and development trend: according to the statistical data in 2008, the retail and chain pharmacies in the city accounted for 26% of the total sales of drugs in the country, the total number of retail pharmacies in the country has reached 367,000, China's existing chain retail enterprises 1,986, accounting for 34.96% of the total number of stores in the country, chain operation still has greater space for development. The sales scale of the drug retail market is about 130 billion yuan, a significant increase over the past. This year, the total number of the top 100 chain stores reached 43,945, accounting for 12% of the country; Chain top 100 sales of 57.2 billion yuan, accounting for 44% of the country. However, with the promulgation of the new medical reform policy, the direction of the second terminal market is still difficult to speculate. Under the promotion of the essential drug system, whether retail pharmacies also implement "zero error rate" distribution, and whether they can be resolutely implemented in grass-roots medical institutions, the current policy is not very exact.