I. Discussion and analysis of operating conditions
At the beginning of 2020, the sudden COVID-19 epidemic had an unprecedented impact on the company's operation, upstream and downstream industrial chains and external business environment. Ma Yinglong actively overcame the impact of COVID-19 epidemic, strengthened epidemic prevention and control, and promoted the resumption of work and production. Focusing on the business idea of "increasing income, reducing consumption, improving quality and upgrading", we will fully resume the operation of various industries and gradually enter normal operation in the second quarter.
(1) Strengthen the construction of marketing kinetic energy in the pharmaceutical industry and consolidate its leading position in the anorectal field. Deepen the three-dimensional deployment of county market development and promote the precise marketing of OTC and RX lines in a differentiated manner. The theme promotion activity of "5.29 Anorectal Health Day" was launched, and the integrated marketing effect initially appeared, further consolidating the professional position in the anorectal field.
(2) Accelerate the development of new online retail business. Actively respond to the consumption trend after the epidemic, accelerate the development of new retail business and increase cooperation with Ali and JD.COM; Ma Yinglong pharmaceutical flagship store has increased diversified specifications, enriched online marketing categories and promoted online platform sales of drugs.
(3) Promote the commercial transformation of traditional medicine. Taking Ma Yinglong Pharmacy as the main body, explore the operation mode of Ma Yinglong Health House, and carry out online live broadcast and group purchase promotion activities through the online platform of Ma Yinglong Hui Mall to realize member drainage and fan training; Expand the business of designated pharmacies for serious and chronic diseases and DPT pharmacies, establish an online rapid drug purchase platform, and build a community grid group. In the first half of the year, the sales scale entered the forefront of Wuhan intensive care pharmacy; Online pharmacies further develop their business matrix, acquire Kanglide chain companies, and actively respond to the competition pattern of big platforms.
(4) Integrate the resources of the medical industry and promote the deep docking of online and offline business. Further optimize the income structure, transfer part of the equity of Ningbo Ma Yinglong Hospital Co., Ltd. and stop holding Ningbo Hospital. Expand online and offline channels and promote the combination of three-dimensional marketing and ground promotion; Promote pony medical online service plan, and carry out live broadcast of anorectal surgery, online free clinic and online anorectal health video lecture.
Tap the value of * * * to build a central network, strengthen marketing cooperation with all business units of the Group, conduct patient data analysis and satisfaction survey, actively deploy health products and services, and expand diversified business income.
(5) Adapt to the consumption trend and expand the big health business. The epidemic situation in the first half of the year has a certain impact on the new product expansion of the big health business. In view of the consumption trend in the post-epidemic era, we further upgraded our product planning, and introduced and developed 65,438+08 new products, such as disinfection products and immunity-enhancing health food, ethanol disinfectant, disposable disinfection gel and Ma Yinglong Babao Ning's polypeptide series skin care products. Do everything possible to expand the supply chain system and marketing network, reach cooperation with many upstream manufacturers, and promote substantive business with downstream multi-category business units such as chain pharmacies and agents. Integrate and optimize the system architecture of online operation, multi-line access to third-party platforms, open "Ma Yinglong Babao" stores, and try to build a business ecosystem.
(6) Improve the system and mechanism of health research institutes. Based on the strategic positioning of health solution providers, we should reconstruct the unit system of health research institutes, consolidate the team strength in multiple dimensions, sort out the division of labor and cooperation, and accelerate the construction of solution system. Focusing on the changes in consumer demand, we further enriched the product categories, adding 6 drug resources and 39 big health product resources.
(7) Improve the construction of distribution system. Make a lean work plan for 2020, focus on cost, efficiency and delivery cycle, continue to promote lean improvement, and implement 2 1 lean projects. Optimize the organizational structure of production center, strengthen the construction of production delivery system, and formulate a new round of capacity planning.
(8) Promote integrated marketing. Carry out integrated marketing of new media live broadcast and actively strive for government resources. The head of Hongshan District brought goods live for Ma Yinglong, which was the only enterprise special session in Wuhan, causing hundreds of reports to be forwarded; Participate in the live broadcast activities of JD.COM and Tmall, and continue to operate two micro-shakes to increase brand exposure.
(9) Improve management efficiency. Strengthen the development and application of business and management information systems, simplify business processes, and fully implement online office and network cloud conference; Improve the risk management system and supporting mechanism, build a compliance management framework, strengthen the quality supervision and brand supervision of the whole industry chain, and reduce the quality and safety risks. Strengthen the introduction and development of talents and introduce the outline of talent development; The financial enjoyment management system based on the group structure has basically taken shape; Management efficiency has been gradually improved.
Second, possible risks
1, Risk of Policy Change in Pharmaceutical Industry
With the implementation of the new Drug Law, the promotion of centralized bidding and purchasing of drugs, the implementation of DRGs payment pilot, and the innovation of medical insurance catalogue adjustment, the original interest pattern has been disrupted, the industry quality supervision and marketing supervision have been gradually refined, the overall situation has become stricter, and business risks have increased. In this regard, the company will increase product research and development, strengthen cooperation and introduction of excellent products, and enhance product value.
2. Risk of product development
3. Quality and safety risks
4. Environmental risks
With the improvement of environmental supervision requirements of national and local environmental protection departments, the awareness of social environmental protection has gradually increased, and the requirements for enterprises in environmental protection norms and pollution prevention have become increasingly strict. The company's business includes not only drug manufacturing, but also hospital operation. In this regard, the company will continue to strengthen environmental awareness, enhance the level of environmental protection technology, strengthen the improvement of production technology, promote energy conservation and emission reduction, and strengthen environmental protection.
Three. Analysis of core competitiveness during the reporting period
During the reporting period, the company adhered to the strategic positioning of "anorectal health solution provider", focused on anorectal and lower digestive tract fields, based on its core advantages, integrated internal and external resources, and constantly improved the industrial chain of drug management, diagnosis and treatment technology and medical services, forming a competitive advantage of brands, products and services.
The company is a time-honored enterprise in China, established in 1582. After more than 400 years, it shows strong vitality and simple cultural accumulation. The company takes brand management strategy as the leading factor, integrates social resources and meets customer needs. After years of intensive cultivation, it has become a leading brand in the field of anorectal hemorrhoids treatment; In 20 19, Ma Yinglong was ranked as "China 500 Most Valuable Brands" in 15 with a brand value of 37.355 billion, ranking 173.
The company's eye drops manufacturing technology won the national intangible cultural heritage, and the company's eight-treasure formula was exclusive, and many products such as Ma Yinglong Musk Hemorrhoid Cream, hemorrhoids suppository, Dragon Ball Cream and Eight-treasure Eye Cream were derived. The company's leading products have obvious advantages in quality, curative effect, safety and economy, and Ma Yinglong Musk Hemorrhoids Ointment was selected as the single champion product of the manufacturing industry of the Ministry of Industry and Information Technology. By the end of the reporting period, the company had 15 varieties included in the national essential drugs list (version 20 18) and 34 varieties included in the national medical insurance list (version 20 19).
Focusing on the "customer-centered value-driven mechanism", the company constantly builds and improves the solution system, delivery system and customer service system, realizes the extension of customer-centered enterprise business format, and is committed to providing customers with professional, personalized and diversified anorectal health management programs.
The company will continue to consolidate its leading position in the anorectal field, strengthen brand influence, improve product quality and curative effect, strengthen customer experience, promote the coordination of various industrial chains, and gradually transform and upgrade from a pharmaceutical manufacturer to an anorectal health solution provider.