Pharmaceutical enterprises marching into the daily analysis report

Foreword

once Upon a time? The domestic daily chemical industry is still the world of foreign giants and domestic small and medium-sized capital competition. The foreign giants have obtained the basic monopoly of the industry status with unmatched financial strength and brand heritage, and have been leading the trend of daily consumption. The local Japanese companies have been living in the cracks, aiming at the small living space left by the international giants, using market segmentation and differentiated competition strategies to support them. Although they have achieved certain living space and market share, some enterprises have indeed It has put a lot of pressure on the international giants. But after all, on the whole, domestic Japanese companies are generally in a relatively disadvantaged position. In the final analysis, strength and heritage are the fatal shortcomings of domestic brand development. The strong financial strength and long-standing brand heritage of international giants are not comparable to those of local enterprises in the short term. The localization and development of the basic strategy The competition of international giants has its own inherent defects.

In the past few years, I have heard news that domestic pharmaceutical giants are going to enter the Japanese market. I have also seen that many pharmaceutical companies have begun to develop daily chemical products. Many advertisements have appeared in many media such as TV and newspapers. For a time, the concept of cosmeceuticals began to flourish in the local economy, forming a fresh and new force. Therefore, everyone is expecting that with the strong financial strength of the pharmaceutical giants and the reuse of brand resources, or the competitive situation of the daily chemical industry will change, pharmaceutical companies will be a new force in the daily chemical industry? Will cosmeceuticals become a new cake in the daily market?

Where it is: the pharmaceutical industry, the new force in the daily chemical industry

Under the premise of the country's continuous regulation of the operation of the pharmaceutical industry, many pharmaceutical companies have encountered bottlenecks in their development, and the operating space is getting smaller and smaller. So many pharmaceutical giants have set their sights on the daily market, Shenghuo, Jingxiutang, Wang Laoji, Tongrentang. Kang Enbei, Renhe, etc. have already tried water and daily, and launched some products in an attempt to take a share in the daily chemical market.

The diversified development of enterprises is one of the characteristics of modern enterprises. As a pharmaceutical company entering the daily chemical industry, it can be said that resources are shared and advantages are integrated. China has a tradition of Chinese medicine skin since ancient times. It is also an indisputable fact that the skin must be adjusted externally. Since 4,000 years ago, China's cosmetics have been homologous to medicine and developed together. According to Western theory, medicine and daily chemicals belong to fine chemicals. From the point of view of consumption, both are consumer goods, fast-moving consumer goods, but the functions are different, but usually complement each other. From the perspective of market operation mode, the two are almost interoperable in channel construction, brand promotion and point-of-sale management. There are many examples: Shiseido is made from red syrup, and red syrup is the base of many acne products. In addition, Vichy, Avene and other cosmeceuticals are very successful!

When pharmaceutical companies enter the daily market, they do have unique advantages. This is where they are:

First of all, they have strong financial strength. Most pharmaceutical companies have already completed the original accumulation, and most of them have already been listed. As a listed company, to expand a project, the funds are definitely not a problem, and it cannot be imitated by ordinary Japanese companies.

Secondly, the advantages of using brand resources are enormous. The pharmaceutical giants have well-known brands that are well-known in the industry or familiar to consumers. This brand advantage is difficult to establish without 3-5 years of investment. As a brand extension, it can quickly form joint consumption.

Third, the sales force is strong. The success of many pharmaceutical companies basically has a strong and loyal sales team. They have mature management and operation modes. If they are used to operate daily, it will be a very powerful marketing force.

Fourth, the advertising resources are huge. The advertising of pharmaceutical companies is the highest among all industries. The huge advertising expenses industry has accumulated huge resources of domestic media. If you can use the daily commercialization advertisements, the cost will be relatively low.

Fifth, the channel resources are abundant. The pharmacy channel is the main channel for pharmaceutical companies to sell. As a drug makeup, pharmacies can be one of the main sales channels. Drug companies develop drug makeup and enter the pharmacy channel. Whether it is speed or cost, it will be much easier than other companies. .

Sixth, product development advantages. As a brand with a medical background, it will increase the credibility of product functions, and consumers will be more acceptable. At the same time, in the production and research and development of cosmeceuticals, pharmaceutical companies also have production conditions and technological research and development advantages that are not available in ordinary daily chemical industry. .

Where it is: cosmeceuticals, new cakes in the daily market

The cosmeceutical market has broad prospects

International brands are eager for the Chinese cosmeceutical market and are fierce. In 1998, the French cosmeceutical brand Vichy (VICHY) landed in China, bringing the concept of “drug makeup” to China for the first time. Later, Yiquan, Lifanquan and Yara also came to China and joined the competition. Through several years of operation, the brand image of “health skin care products”, “dermatology auxiliary treatment products” and “sensitive skin-specific products” has gradually gained popularity. Consumers have gradually accepted that in many cities, it has become a kind of pilling to buy cosmetics. fashion. British Qingyi, Japan Fu Lifangsi, Germany De Lifu and other brands have entered the market.

Foreign brands represented by "Vichy" have occupied the first-line market. By the end of 2007, Vichy of France's L'Oreal has 1,500 counters in nearly 100 cities in China, and the sales performance of each counter can reach more than 300,000 in the peak season, and can reach 100,000. Although several other brands can't compare with Vichy, they also have a large market share. With an annual sales of 1.5 billion, Vichy has become a benchmark for the Chinese cosmeceutical market.

There are only a handful of domestic cosmeceutical brands, and the products are single and short-lived. The domestic market for cosmeceuticals and skin care products is not very mature. Every once in a while, there will be a brand that has sprung up everywhere. In the early years, 姗Lana ran across the world with a “pox adhesive cream”. The poetry relied on “pox-eliminating” to complete the rapid development of the company, and the mid-term Sophot’s “Papaya Whitening” And "OB minus soap" has created a kingdom of functional skin care products, the recent Jilin Jiuxin "Yu Ting" soap, Fujian "Didou", Guangdong "White Doctor" freckle products, etc., the development of these brands depends on They all adhere to the path of differentiated functional products, and all have the same characteristics. The development is very fast. Although many companies are now declining, their staged glory at least indicates that the future of cosmeceuticals is Very pre-development.

The overall market of cosmeceuticals is showing a booming scene. The sales of cosmeceuticals in the first-line market are booming. International brands are competing to seize the pharmacy channels. Apart from Vichy, other brands have no obvious market advantage.

The second- and third-line market OTC channels and cosmetics franchise stores are currently not the focus of other cosmeceutical brands. If we can seize this opportunity to enter quickly and take the lead, then we will seize the commanding heights of the market. The potential consumer demand for cosmeceuticals is obvious:

1, demand analysis shows that all women have obvious functional requirements for cosmetics.
2, consumer description

3, behavioral insight: gradually lose confidence in the product, urgent need for branded drug cosmetics

There are three kinds of measures and ways for consumers to take acne, spots and wrinkles: go to hospitals, beauty salons, and supermarkets. overall evaluation:

It is very expensive to go to the hospital for treatment.

Going to a beauty salon is easy to be deceived, the cost is high, and the product is highly harmful;

Faster effect, unstable effect, and drug resistance;

Easy to be allergic, obviously printed, not easy to remove;

Adding hormones and chemical ingredients, the skin is extremely susceptible to allergies and damage to the skin;

The skin care products purchased by the mall are not effective;

I hope to purchase skin care products that are safe and have no side effects and are effective in medical ingredients.

The space for cosmeceutical development is huge

From the perspective of the development of cosmetics in the world, in some countries in Europe, the sales of cosmeceuticals account for 1/4 of the total cosmetics sales, Asia, Japan and South Korea are even close to 1/3, and only 5% in China, the overall market capacity huge;

From the perspective of growth rate, the foreign mature cosmeceutical market has an annual growth rate of about 7%. The data of China 2003-2006 shows that the growth rate of basic skin care is about 10%, while the growth rate of functional cosmetics is 20%-30. %, the overall growth rate is strong, indicating that the future development will be very fast.

From the perspective of market demand, domestic consumers have lost confidence in the function of ordinary cosmetics, especially the hormone and antibiotic incidents that have been exposed in the past two years, and the confidence in consumers is a devastating blow. If there is a product that can provide safe and effective functions, it will undoubtedly become the focus of many consumers.

Shenghuo Pharmaceutical: It has entered the market with high-profile 12-flavored cosmeceuticals. The products cover a variety of functions, such as daily chemicals, specialty stores, beauty salons, etc. It is the highest pharmaceutical company in the pharmaceutical market in China. The strange thing is that it is difficult to see its products on the channel.

Tong Ren Tang Pharmaceutical: The Chinese medicine mask and other skin care products based on Chinese medicine ingredients are developed under the brand of medical saint, but only in some pharmacies.

Kang Enbei Pharmaceutical: Developed a personal care product mainly for pregnant women and babies under the brand of skin care. It is said to be a pharmacy channel and a monopoly channel, which is rarely seen on the market.

Wang Laoji Pharmaceutical: Developed acne products specifically for school students. It is said that Guangzhou sells well, but its influence in the market is still small.

Jingxiutang Pharmaceutical: The products launched include nearly 70 kinds of products such as mask, cream, essential oil and medicine package, which are positioned in the mid-end cosmetics market. Last year, it launched a heat-clearing toothpaste, which has been listed this year.

Yuhong Pharmaceutical: Following the successful launch of Kangwang shampoo, it is planning skincare cosmeceuticals, or will be listed at the end of the year.

Renhe Pharmaceutical: The launch of Shining Teeth, which is currently being broadcasted rapidly, is attracting investment across the country.

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