2016-04-05 15:39
Yiling Pharmaceutical Department of health drinks market integration by net Huanshuai look bad
[news] April 4th reporting network in Beijing (China Economic Net) pharmaceutical companies cross is not new. Recently, Yiling pharmaceutical of the fifth session of the board will be the fifth meeting resolution pointed out that according to the company's business development actual need, decided to increase the "health food production; beverage, convenient food production" in the scope of business of the company.
Previously, Yiling pharmaceutical disclosed, the company is expected in the future will be launched a series of health products, and the integration of the company's own all suitable for online sales of products into the business scope.
NPC and CPPCC, Yiling pharmaceutical chairman Wu Yiling suggestions: change of edible Chinese herbal medicine management measures. Call for clear which Chinese herbal medicines must be prescribed by a doctor for drug use, and the rest of the release for both food and drugs, to broaden the development of health food resources, promote the development of health services.
Earlier on February 12, based on large health services development strategy, Yiling pharmaceutical company to its Shijiazhuang Yiling health city e-commerce Co., Ltd. (hereinafter referred to as Yiling health city ") capital of 45 million yuan.
This series of things lays out a common Yiling pharmaceutical major health industry layout, a new strategy for the development of pharmaceutical electricity supplier. However, it is regret, Yiling pharmaceutical health industry pacesetter, health drinks division under the lackluster performance has quietly Huanshuai.
Yiling pharmaceutical as operation and integration of health industry platform business, the future or is also highly variable Yiling pharmaceutical business platform, Yiling healthy city project is not optimistic about the market. Data show that since February 12th, Yiling pharmaceutical announced plans to increase after 12 days, Yiling pharmaceutical shares fell 0.82%, 13, down 3.98%.
The personage inside course of study says, "Yiling pharmaceutical is pure pharmaceutical production enterprises, there is no any product and channel advantages, in the pharmaceutical business is not profitable, Yiling pharmaceutical invested a huge sum of money to build the pharmaceutical business prospects uncertain".
In this regard, China economic net reporter call Yiling pharmaceutical secretaries do, and according to the requirements to interview letter, but as of press time ago, did not receive a reply.
Coaching: health drinks or because of policy
Although very low-key, but the Ministry of health drinks Yiling pharmaceutical business coaching news or spread.
On July 3, Yiling pharmaceutical announcement, said as part of the company's incentive to leave the no longer meet the excitation conditions, decided to buy back write off its has been granted but not restricted stock to unlock and has been granted but not the exercise of stock options. Tang Lianmao, general manager of the former health drinks division.
Tang Lianmao before coming to Yiling pharmaceutical, Pepsi Cola was the Zhengzhou branch general manager. Tang Lianmao new officer took office is not long ago. February 1, 2013, Yiling pharmaceutical bulletin said, intends to invest in health drinks projects, projects with a total investment of 480 million yuan, amount to postpartum can add 3.5 million tons of health beverage production capacity. In May, Yiling pharmaceutical announced that access to health food production qualification.
From the above time, Tang Lianmao came to Yiling pharmaceutical a year. Mr Tang Lianmao launched the dream Yiling pharmaceutical, Wang Jinli and other beverage brands.
On the official website of the Yiling pharmaceutical, a title for the Yue Meng, Wang Jinli CLS listed dealers have order "publicity release said, focus on the development of health industry is a fast moving consumer goods market development trend and Yiling pharmaceutical" Fifth Five Year Plan ". Wang Yiling courtyard brand dream beverages and Yiling brand Jin force beverage is in order to cater to the sub-health population need and the development of new beverage products, to improve sleep, regulating blood sugar and so on, with the current market some health drinks rather unique advantages compared to.
However, the market effect of these two products does not seem to be satisfactory. Company website shows that in the new order will be, the first level dealer order quantity is only 3200 boxes. Distributors and two wholesalers from the hands of the hands of the first level of the field only 1200 boxes of goods.
Although, Yiling pharmaceutical claims Tang Lianmao Department of resignation for personal reasons. The big health strategy but it is still worrying Yiling pharmaceutical.
Institute for prospective industry analyst Li Ling said that for most new entrants into an industry enterprises, dig some experienced people is a common practice in the present, but in medicine and FMCG industry, both in the fusion exist certain difficulties.
Li Ling further explained that due to the different to the main consumer groups, in the marketing concept is very different, FMCG products requires enterprises to respond quickly, flexible enough, and product branding to durative bombing, and the promotion of pharmaceutical products is relatively slow, rigorous, investment on the product brand publicity than the fast consumer goods. This is also the most important factor causing the two difficult fusion.
More let a person can't see through, Yiling pharmaceutical whether in product price positioning or in promotion for the drinks, choosing a and other health care drink different ways.
It is reported that in the currently selling health food drink, red bull and start the retail price in the 5-6 yuan / cans, Dongpeng special drink is 2 to 3 yuan / bottle. According to the new financial survey, in Tianjin, a supermarket and the dream of the retail price of 6.2 yuan per tank, respectively, and 7.9 yuan, are higher than red bull.
Compared with high prices, Yiling pharmaceutical in propaganda but more low-key. Both red bull, Dongpeng drinks or opening force, to varying degrees, advertising, and invite star as the spokesman, but about Yi dream or Jin Wang advertising is less and less.
Previously, Yiling Pharmaceutical General Manager Wu Xiangjun has said that company in a large health products cost of sales will not have too much input, will be dominated by the North China market.
"Company of new product brand propaganda is not enough, in terms of advertising put attention degree is not high, which in some extent reflects the swing of company policy, that future health drinks in the company's business position, the soup Lianmao leaving perhaps is is the policy swings indefinite results", Li Ling said.
Although attempts to Yiling pharmaceutical above two drinks far less successful, but this does not prevent Yiling pharmaceutical promote healthy big strategic ambitions.
On March 11, Yiling pharmaceutical in the panoramic interactive network platform said company is expected in the future will be launched a series of health products, and the integration of the company's own all suitable for online sales of products into the business scope.
On March 27, Yiling pharmaceutical of the fifth session of the board will be the fifth meeting resolution pointed out that, according to the actual needs of the company's business development, the company decided in the scope of business of the company increased "health food production (licensing the production of health food varieties in Hebei Province food and Drug Administration approved), drinks and other beverages), convenient food (other convenient food production, food production license varieties in Hebei Province food and Drug Administration approved)".
Essence securities in a research report pointed out that from the perspective of the development trend of pharmaceutical enterprise. After laying the foundations of the field of medicine, will expand to the field of health. Company successfully developed to improve the sleep Yi dream, regulating blood sugar Wang Jinli, two health drinks listed indicate strategic starting a large field of health, pharmaceutical companies in the field of culture and brand strength, the success of gene functional beverage, as long as the company can build a good network of channels, success is the probability of the event.
However, channel problems can not be ignored. An analysis of a marketing person: "there are differences between medical and health drinks channels. Yiling pharmaceutical's advantage lies in the production of drugs, channel laying may not be knowledgeable, not to mention the health drinks market competition is unusually intense.
Yiling pharmaceutical "Internet addiction": business prospects and medicine
In the big health strategy Yiling pharmaceutical, as well as the electricity supplier of this ring.
After the December last year, investment 500 million yuan involved in the pharmaceutical business, Yiling pharmaceutical February 12 announcement said to throw 4500 million yuan capital increase of a wholly owned subsidiary of Shijiazhuang Yiling health city e-commerce Co., Ltd. (hereinafter referred to as the "health Yiling city"), after the capital increase registered capital increased to 50 million yuan, and the scope of business to expand into a series of medical device products.
Yiling pharmaceutical said Yiling healthy city as the company development platform for the operation of health industry business sector, the company carries on the capital is based on large health services development strategy is an important measure to.
Yiling pharmaceutical had also said that is expected in the future will be launched a series of health products, and the integration of the company's own all suitable for online sales of products into the business scope.
At present, all aspects are quite optimistic about the pharmaceutical business, but this is not a good way to go. Insiders pointed out that by the national policy, consumer purchasing habits, as well as logistics and distribution system has not been fully established, influence factors and the entire pharmaceutical business market is still in the development of early pharmaceutical business development can be described as struggling.
And Yiling pharmaceutical is a company mainly in the production of drugs and non prescription drugs, health food is not much, also don't have the ability of production of medical equipment. While Yiling healthy city is the pharmaceutical electronic commerce circulation enterprise, Yiling pharmaceutical does not have this experience and advantage. Insiders pointed out that under the current situation of the pharmaceutical business is not profitable, Yiling pharmaceutical invested a huge sum of money to create the pharmaceutical business prospects uncertain.
Beijing search Pioneer Network Technology Co., Ltd., general manager Li Yingli said that the development of online pharmacies is a big bottleneck is the issue of distribution, a powerful and efficient logistics system requires a lot of money to enter.
"Last year, a company called Weyerhaeuser pharmaceutical electricity supplier company has out, let everybody dare to invest." A pharmaceutical business responsible person pointed out, Yiling pharmaceutical 50 million yuan of investment may only enough staff salaries, equipment costs, from investment to build large-scale online pharmacies level is very low. "A certain scale of online pharmacies investment level is about 300 million yuan, but a few years ago in the burn state."
The economic reference newspaper quoted the sources said: "Yiling healthy city is now by Jingdong medical city, former executive director of the Shao Qing trader, is responsible for the business operations. Yiling pharmaceutical currently only made Internet drug information service card, did not have the Internet and drug transaction license. In accordance with the provisions of the State Food and drug administration, only at the same time have Internet drug information service qualification card, Internet drug transaction service qualification certificate of the enterprise in order to provide drugs online transactions, that is operating online pharmacies must have double certificate.
Other according to the Daily Economic News March 11 news, Yiling pharmaceutical is currently applying for online sale of drugs related qualification, so online pharmacy business has not yet started operation. Future Ltd will also launch a series of health products, then the company will integrate all the products suitable for sale in the network, including pharmaceuticals, health products, etc., through online shopping mall sales. E-commerce business is currently still in the initial stage, now work in the stage of focus is distribution business, the company's products are sold through online pharmacies, and other commercial channels, realize the replenishment of the whole network. At present, the company has reached a cooperation agreement with dozens of chain pharmacies.
Yiling pharmaceutical is just one of the many "net" in a pharmaceutical company. At present, the Tai Chi Group, donkey hide gelatin, etc. have a suitable products online sales of pharmaceutical enterprises, began development of the store on the net, but most of the pharmaceutical production enterprises due to various reasons are not online sale of drugs. Kang Mei pharmaceutical also recently acquired the Internet third party payment license and prepaid card license.
"Taiji Group's TongJunGe drugstore chain, and donkey hide gelatin product itself donkey hide gelatin belongs to health food suitable for online sales, while Yiling pharmaceutical is pure pharmaceutical production enterprises, no product advantage and channel advantage." A person in charge of a pharmaceutical electricity suppliers.
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