Investing in pharmaceutical products originally referred to the process of companies recruiting suitable distribution partners in order to establish a channel structure at the beginning of product launch in order to bring products to market. However, in the pharmaceutical industry, there are a large number of enterprises and groups that specifically exist for this purpose. It is simply "to invest in a living and to live for investment."
According to incomplete statistics, people engaged in drug investment may account for more than 50% of the marketing staff in the entire pharmaceutical industry. Some people have inadvertently “statistically†the number of peer business cards they have received over the years, of which more than 50% have “job titles. "All belong to the "investment manager" category. Therefore, "pharmaceutical investment" has become a unique "sales model." To understand the sales model clearly, you must first clarify the following issues:
First, the main body of investment: Who will lead the investment? These pharmaceutical investment enterprises consist of two parts. One is the production enterprise of the product, and the other is the general contractor or production commissioner of the product.
Second, the characteristics of drug investment, is what these investment companies use to attract investment, that is, investment "script" what? What are the market characteristics of these commodities: the production company or the general contractor is responsible for the (consignment) production, and the target customers of the market are invited for investment; the gross profit of the products is high: the gross profit margin between the ex-factory price and the retail price of such commodities is generally More than 70%, which is the retail price of 30% off even lower; "remote operation": buyers and sellers basically do not meet, through the Internet, telephone, fax, bank transfer and other means to complete a series of transactions.
In addition, the division of labor is “clearâ€, the seller is only responsible for production, and the rest of the marketing and sales work is done by the buyer. Once the ownership of the goods is transferred, the risk is entirely borne by the buyer; the threshold is low: you can become a low-cost person without investing too much money. The dealers or distributors of these businesses, based on short-term market considerations, have no long-term plans, or even become “one-stroke†deals, and the product life cycle is very short.
Third, the object of investment (object)
Natural person: As a sales person working in the pharmaceutical industry, the product is sold to these sales personnel. The sales person sells the products to the drug store and the hospital through the market resources and contacts of the sales staff. Enterprises: Selling products directly to the pharmaceutical chain, eliminating intermediate circulation links. This is also part of the high-margin merchandise of pharmaceutical investment merchants. From the current market performance, there are certain market spaces for this type of sales model. However, the outlook is worrying, and this has led to a series of market failures.
Investing in medicines causes difficulties in supervision: Many of these sales models are made by natural persons as sales “intermediaries,†and there are no fixed processes and “imports, sales, deposits†bills in circulation, which are divorced from supervision. Drugs are in the process of transportation and storage. Uncertainty has increased; due to lack of supervision, illegal traders have been given opportunities to make counterfeit drugs and inferior drugs flooded with them, and drug safety has become a big problem; in order to enhance the market’s “competitivenessâ€, most of these goods are Using the method of fish-eye mixing, it is similar to the mature brand goods in terms of trademarks, product names, and packaging designs, so as to achieve the purpose of real confusion and seriously undermine market fairness.
Although the drawbacks are obvious, there are also market opportunities, so that a large number of groups are chasing this "market segmentation." What are the market backgrounds and reasons that lead to the popularization of such drugs?
The overcapacity in the pharmaceutical industry is the most direct reason for “investment in medicineâ€. With the marketization of pharmaceutical investment products at any time, there are numerous pharmaceutical companies in China that participate in the production and sales of pharmaceuticals, resulting in overcapacity in the industry, making many SMEs unable to bring their own products to market, only relying on sales personnel in these pharmaceutical industries. Or retail agency to complete.
The presence of numerous pharmaceutical sales personnel provides "human resources" guarantees for pharmaceutical investment. Since most of these salespeople have the “craving†of starting a business as a business owner and part-time earning extra money, direct investment lacks strength and capital, and at the same time, they have to bear huge risks. Therefore, the “agent†of these investment companies’ products becomes the best. The choice, therefore, this type of salesperson becomes an agent between the pharmaceutical investment enterprise and the retail pharmacy. In terms of market functions, this group is commonly known as the “drug dealerâ€.
According to incomplete statistics, people engaged in drug investment may account for more than 50% of the marketing staff in the entire pharmaceutical industry. Some people have inadvertently “statistically†the number of peer business cards they have received over the years, of which more than 50% have “job titles. "All belong to the "investment manager" category. Therefore, "pharmaceutical investment" has become a unique "sales model." To understand the sales model clearly, you must first clarify the following issues:
First, the main body of investment: Who will lead the investment? These pharmaceutical investment enterprises consist of two parts. One is the production enterprise of the product, and the other is the general contractor or production commissioner of the product.
Second, the characteristics of drug investment, is what these investment companies use to attract investment, that is, investment "script" what? What are the market characteristics of these commodities: the production company or the general contractor is responsible for the (consignment) production, and the target customers of the market are invited for investment; the gross profit of the products is high: the gross profit margin between the ex-factory price and the retail price of such commodities is generally More than 70%, which is the retail price of 30% off even lower; "remote operation": buyers and sellers basically do not meet, through the Internet, telephone, fax, bank transfer and other means to complete a series of transactions.
In addition, the division of labor is “clearâ€, the seller is only responsible for production, and the rest of the marketing and sales work is done by the buyer. Once the ownership of the goods is transferred, the risk is entirely borne by the buyer; the threshold is low: you can become a low-cost person without investing too much money. The dealers or distributors of these businesses, based on short-term market considerations, have no long-term plans, or even become “one-stroke†deals, and the product life cycle is very short.
Third, the object of investment (object)
Natural person: As a sales person working in the pharmaceutical industry, the product is sold to these sales personnel. The sales person sells the products to the drug store and the hospital through the market resources and contacts of the sales staff. Enterprises: Selling products directly to the pharmaceutical chain, eliminating intermediate circulation links. This is also part of the high-margin merchandise of pharmaceutical investment merchants. From the current market performance, there are certain market spaces for this type of sales model. However, the outlook is worrying, and this has led to a series of market failures.
Investing in medicines causes difficulties in supervision: Many of these sales models are made by natural persons as sales “intermediaries,†and there are no fixed processes and “imports, sales, deposits†bills in circulation, which are divorced from supervision. Drugs are in the process of transportation and storage. Uncertainty has increased; due to lack of supervision, illegal traders have been given opportunities to make counterfeit drugs and inferior drugs flooded with them, and drug safety has become a big problem; in order to enhance the market’s “competitivenessâ€, most of these goods are Using the method of fish-eye mixing, it is similar to the mature brand goods in terms of trademarks, product names, and packaging designs, so as to achieve the purpose of real confusion and seriously undermine market fairness.
Although the drawbacks are obvious, there are also market opportunities, so that a large number of groups are chasing this "market segmentation." What are the market backgrounds and reasons that lead to the popularization of such drugs?
The overcapacity in the pharmaceutical industry is the most direct reason for “investment in medicineâ€. With the marketization of pharmaceutical investment products at any time, there are numerous pharmaceutical companies in China that participate in the production and sales of pharmaceuticals, resulting in overcapacity in the industry, making many SMEs unable to bring their own products to market, only relying on sales personnel in these pharmaceutical industries. Or retail agency to complete.
The presence of numerous pharmaceutical sales personnel provides "human resources" guarantees for pharmaceutical investment. Since most of these salespeople have the “craving†of starting a business as a business owner and part-time earning extra money, direct investment lacks strength and capital, and at the same time, they have to bear huge risks. Therefore, the “agent†of these investment companies’ products becomes the best. The choice, therefore, this type of salesperson becomes an agent between the pharmaceutical investment enterprise and the retail pharmacy. In terms of market functions, this group is commonly known as the “drug dealerâ€.
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