According to statistics, from 20 10 to 20 14, the global pharmaceutical market scale increased from 793.6 billion US dollars to 976 10 billion US dollars. By 20 19, the global pharmaceutical market is expected to reach1224.9 billion US dollars, an increase over 20 14 years.
According to the statistics of the National Bureau of Statistics, the total national health expenditure increased from 1 157397 billion yuan in 2007 and 198039 billion yuan in 20 10 to 353124 billion yuan in 20/4 years. With the sustained economic development, the accelerated aging of the population, the improvement of life expectancy and the introduction of relevant measures of medical reform, the position of China's pharmaceutical industry in the national economy will be further improved in the future.
In recent years, the national pharmaceutical production has been in a sustained, stable and rapid development stage. In the past decade, the total output value of China's pharmaceutical industry has maintained rapid growth. According to the statistics of Southern Institute of Pharmaceutical Economics, the compound growth rate of the gross output value of seven categories of pharmaceutical industry in China reached 23.3 1% during the 11th Five-Year Plan period, and it still maintained a rapid growth momentum after entering the 12th Five-Year Plan period, reaching 257.98 billion yuan in 20 14 years, with a year-on-year increase of 15.70%.
At present, there are more than 3,000 pharmaceutical companies in China, but TOP 100 has contributed more than 60% of the market share, and the remaining 2,900 companies share less than 40%. This shows that the concentration of China pharmaceutical market is becoming more and more obvious, and it will become more and more obvious according to the current trend. /news-85 183.html
From the perspective of enterprise groups, the top 20 hospitals in China are Pfizer, Changjiang, AstraZeneca, Shandong Qilu, Sihuan Medicine, Shanghai Fosun, Sanofi, jiangsu hengrui, Kelun, Zheng Da Tianqing, Bayer, Shanghai Medicine, Novartis, Roche, Yuanda, Merck, China Pharmaceutical Group, Shi Yao, Buchang Pharmaceutical and Novo Nordisk. Local enterprises in the top 20 have occupied half of the country.
In terms of drug varieties, among the top 20 best-selling products in China hospital market, only four are foreign-funded products, and the others 16 are domestic products. However, the year-on-year growth rate of four drugs in 20 16 foreign-funded enterprises has increased, while the growth rate of products in local enterprises has mostly shown a downward trend, and local enterprises still need to continue their efforts in drug market sales.
IMS released a forecast in March this year, predicting that the overall growth rate of China pharmaceutical market will be around 7% during the five years from 2065 438+06 to 2020. According to the forecast, many new products will be on the market in 20 18 and 20 19 years, but after 20 19 years, the conformity evaluation of many products will be outdated, which may affect foreign-funded enterprises and local enterprises.
20 17 ten trends of pharmaceutical industry development in China in the second half of the year.
1. The new medical insurance catalogue will be officially implemented in the second half of the year, and the sales of some mainstream prescription drugs have fallen sharply.
The new medical insurance catalogue was launched at the beginning of the year, and will be officially implemented in the second half of the year according to the requirements of relevant state departments. The implementation of the new medical insurance catalogue will determine the life and death of some prescription drug companies: there is still room for survival in the new medical insurance catalogue, and pharmaceutical companies can improve their soft power and make great efforts to provide good academic support and service support; However, if the product is not in the new medical insurance catalogue, the sales decline will be more serious. These enterprises either transfer their sales positions to the highly competitive out-of-hospital channel sales, OTC channel sales and the third terminal channel sales, or face the situation of being eliminated or acquired.
This year's national medical insurance catalogue is quite different from previous editions: the restrictions on the use of "large varieties" of some pharmaceutical companies have expanded, and there are many restrictions on medical institutions, diseases and users' identities; In addition, even if the products enter the medical insurance catalogue, some provinces do not have corresponding medical insurance payment policies. These restrictions have a great impact on the development of some mainstream prescription drug companies, and the sales decline of some companies will be more serious.
2. The medical insurance catalogue of each province has been greatly supplemented, and small and medium-sized pharmaceutical companies with high-quality variety resources will be expected to overtake in corners.
As we all know, product advantage is the basis of competition for pharmaceutical companies. A good main product often determines the fate of a pharmaceutical company. Many pharmaceutical companies rely on one or two fist products to make a blockbuster. With the substantial increase of medical insurance catalogues in various provinces, small and medium-sized pharmaceutical companies with star products or gold items, especially high-quality Chinese patent medicines, may usher in spring.
Because of the advantages and uniqueness of their products, some small and medium-sized pharmaceutical companies will stand out from the fierce competition and become the gold products after the medical insurance catalogue is added. These small and medium-sized pharmaceutical companies selected in the medical insurance catalogue will usher in huge development opportunities and ride the dust among many competing products in the market. This is the charm of fine varieties. These small and medium-sized pharmaceutical companies will sing all the way in the "spring" and are expected to overtake at the "track" corner.
3. Traditional Chinese medicine decoction pieces enterprises suffered a bloodbath, and enterprises with the scale below 1 100 million faced elimination.
Traditional Chinese medicine decoction pieces enterprises, especially some small-scale traditional Chinese medicine decoction pieces enterprises, have become the hardest hit areas for flying inspection due to frequent quality problems of traditional Chinese medicine decoction pieces, which led to poor operation in the first half of the year and some enterprises were eliminated. Judging from the situation of flying inspection in the first half of the year, among more than 40 enterprises that have recovered GMP certificates, Chinese herbal pieces enterprises account for nearly half. It is an urgent problem for Chinese herbal pieces enterprises to have strong financial strength and anti-risk ability.
With the increasing supervision of Chinese herbal pieces by the state and relevant departments, as well as the introduction of relevant policies and systems, the difficulty of Chinese herbal pieces production and operation enterprises will continue to increase. For enterprises with scale over 1 100 million and equivalent strength, quality and competitiveness can be improved by improving production technology and equipment to tide over the difficulties; However, for small and medium-sized Chinese herbal pieces enterprises whose scale is below 1 100 million, the lack of financial strength and weak competitiveness are indelible pains.
According to the data of the National Bureau of Statistics, the sales revenue of Chinese herbal pieces industry is 20192.2 billion yuan, accounting for the lowest proportion in the pharmaceutical industry, only 6.5%, but it maintains a high growth rate of 13.5%, which is higher than the overall growth rate of the pharmaceutical economy, showing a good development momentum; In 20 17 years, the market capacity of Chinese herbal pieces will reach nearly 400 billion due to favorable national policies.
As one of the important pillars of Chinese medicine industry, Chinese herbal pieces need to be further standardized in production technology and quality management. I believe that in the near future, the Chinese herbal medicine market will stand out and usher in faster development.
4. The model of drugstore+clinic is becoming more and more mature and widely favored by consumers.
With the deepening of the national medical reform, a large number of prescription drug companies turn to the chain sales channels of pharmacies, and more and more prescription drugs will be sold in pharmacies. Under the profound influence of the whole medical environment, retail stores with pharmacy+clinic management qualifications are increasingly favored by consumers.
With the rapid implementation of graded diagnosis and treatment, the cost of medical technology in graded hospitals is increasing, which makes some patients in the original hospital change their habit of going to the hospital when they are sick. Going to community clinics or pharmacies with medical qualifications is being accepted by more and more people. After seeing a doctor in a clinic or pharmacy, you can get quick and effective treatment, saving registration fees and queuing time.
With China rapidly entering an aging society, the concept of "serious illness goes to the hospital, minor illness goes to the community or pharmacy" has been deeply rooted in people's hearts. With the maturity of pharmacy+clinic model, the improvement of the quality of clinic doctors and the improvement of equipment, pharmacy+clinic model is being widely promoted. I believe this model will make a great contribution in China, and the China version of Mayo Clinic is expected to appear.
5. Pharmaceutical companies with resources will rapidly expand new sales models, and the situation that prescription drugs, OTC, the third terminal, KA, out-of-hospital and big health departments will keep pace will begin to appear.
In the past, the sales model of pharmaceutical companies was relatively simple, either prescription sales, OTC sales or third-party sales. However, in the increasingly complex medical environment, it is difficult to "play" China's medical market only by several sales models.
Some resource-based pharmaceutical enterprises and far-sighted pharmaceutical entrepreneurs rely on their own advantages to vigorously expand the sales model that they have never tried before, which we call "new sales model" here. The "new sales model" includes the third terminal, KA, off-campus sales, big health, etc. Each sales model has a successful model. Pharmaceutical enterprises with resources need to carefully study successful cases, fully combine their own advantages to learn from each other's strong points, and will certainly break a new path and make new achievements in the current severe pharmaceutical market. For example, a well-known domestic pharmaceutical company has achieved the top three in the original field of marketing control, and the boss is far-sighted. Under the background of the country's vigorous advocacy of the big health industry, he took the lead in setting up the big health business department. In just a few years, the sales volume and scale of its Big Health Division have far exceeded the scale of the original third terminal sales control model and become another core profit growth point of the enterprise.
6. The upsurge of listing chain pharmacies has appeared, and large and medium-sized chain pharmacies are competing to go public, bringing a new round of chain pharmacies.
The opening and merger of chain pharmacies listed outside the province, such as ordinary people, Yifeng and Yinxintang, are still accelerating. Judging from the latest changes, they have slowed down in mergers and acquisitions and gradually turned to self-built stores. The reason is that the acquisition is faster than self-built stores, but the stability of acquisition quality and the uncertainty after acquisition are also many. Relatively speaking, the stability of the quality of self-built stores and the uncertainty after acquisition will be less.
Guangdong regional leader Big Forest Chain and Shandong regional leader Shuyu civilians have entered the countdown to listing; Other well-known pharmaceutical chains, such as Zhongyoukang Chain and Yanxitang Chain, are also planning to go public, and accelerate the opening of stores and mergers and acquisitions in order to be listed on the main board in the near future. A well-known pharmaceutical chain in the Central Plains aims to open 1000 stores this year, with an average of 3 stores per day, which is expanding at a high speed. Its goal is to enter the capital market and implement new leap-forward growth within 3-5 years.
7. The merger target of large and medium-sized pharmaceutical companies is no longer a tall pharmaceutical company, but a small and medium-sized pharmaceutical company with brand medical insurance and brand OTC varieties.
The merger speed of large and medium-sized pharmaceutical companies with advantages is still accelerating, but their eyes are becoming more and more critical. Those pharmaceutical companies that are tall in appearance and waiting to be acquired often have a bright surface and a high rate of non-performing assets, and there will be many problems after being acquired. Small and medium-sized enterprises with branded medical insurance and OTC varieties will be favored by dominant large and medium-sized enterprises when they are interested in being acquired because of their brand awareness and product awareness. The brand and popularity of products are not formed at one time, but have gone through a long process. After long-term use, products have formed brand power in consumers' minds, and brand power is competitiveness. Perfect competition, they have strong profitability. In this case, large and medium-sized enterprises are very far-sighted and forward-looking.
8. The changeable industrial policies have led to the confusion of the strategic objectives of large pharmaceutical companies, and the executives of large pharmaceutical companies have left the team.
The uncertainty of the industry has led to the uncertainty of personnel, and also led to the resignation of some large pharmaceutical executives. This is an era in which heroes are judged by test scores. Executives of pharmaceutical companies are the soul of pharmaceutical companies, and their arrival or departure will have a great impact on the formation of short-term or long-term strategies of pharmaceutical companies, which will be fatal in many cases. The entry of new executives will bring new strategies and new cultures, and will increase too much uncertainty. In today's harsh industry environment, it is undoubtedly worse for enterprises.
Maintaining a relatively stable senior management team is a basic principle that many confused pharmaceutical companies need to adhere to, because senior management is very important to the development of a company, and it is particularly harmful that he leaves his job as soon as he is familiar with the situation. Only when the top level is stable can the strategy be stable, the enterprise development can be sustainable and the enterprise can devote itself to long-term development. Throughout history, the core executives of any Fortune 500 company who have achieved long-term success are all people with great personality charm, who have served the company for a long time and developed together with the company.
9. The focus of primary medical departments of pharmaceutical enterprises has shifted to sales management and service.
The country is vigorously promoting primary health care, with serious illness and incurable diseases going to hospitals and minor illness going to primary medical institutions and pharmacies. And invested heavily in building primary health care and a new rural cooperative medical system. As the vast number of pharmaceutical enterprises serving primary health care, their focus is no longer just on selling products, but on sales management and service.
In the past, these pharmaceutical companies really gained a share in the primary medical market by carefully studying consumers and products. However, with the deepening of the national medical system reform, the needs of primary medical institutions have also undergone new changes. First of all, they need to learn new knowledge to meet the growing needs of consumers; Secondly, the country stopped infusion on a large scale, and grass-roots medical institutions need new skills and methods that can replace infusion to achieve a double harvest of medical ethics and profits. Finally, they have new requirements for the personnel quality of pharmaceutical enterprises and the comprehensive ability of sales management services.
In view of these new needs of primary medical institutions, as the primary medical department of pharmaceutical companies, we must conform to the trend, fully understand and meet the needs of primary medical institutions, and constantly improve our skills and level to better provide professional services for primary medical institutions.
10. The third terminal green therapy is getting more and more popular, and brand enterprises are beginning to stand out.
The third terminal clinics and pharmacies play a vital role in the process of national primary health care reform. At the same time, the third terminal clinics and pharmacies have found a green therapy that can completely replace infusion.