In the last ten years, the scale of China's medical device market has also maintained rapid growth. The total output value of the domestic medical device industry has increased from 18.9 billion yuan in 2003 to 188.9 billion in 2013, and 21% year-on-year growth in 2013. The growth rate is much faster than that of drugs. . At present, global medical devices account for 42% of the total pharmaceutical market, while China only accounts for 16% of the total pharmaceutical market. It is expected that in the next five years or so, China's medical device industry will maintain a high growth rate of 20%-30%. In the first three quarters of 2014, China's medical device industry revenue reached 149.3 billion yuan, a year-on-year increase of 14.7%. The 2014 edition of China's medical industry M&A and restructuring research advisory report issued by the China Business Research Institute pointed out: In 2015, China's medical device industry revenue is expected to reach 230 billion yuan.
The total amount of import and export of medical device industry in China is not much different. Large-scale high-end precision instruments mainly rely on imports and export more small and low-end products.
The rapid growth of the medical device industry will drive the growth of the distribution industry. At present, the distribution of medical devices in the circulation industry is still small in the entire medical device market, accounting for about 20% in 2012. Distribution companies have begun to increase the distribution of medical devices, and future medical devices will become an important driving factor for the growth of the distribution industry.
There are many types of medical device products, which are mainly divided into the following six categories: home medical equipment , large and medium-sized medical equipment , high-end equipment such as implants, clean operating rooms and disinfection supply centers, medical engineering, conventional medical consumables, and pharmaceutical equipment. .
There are two main commonalities in device distribution channels:
1, the sharing of channels
The medical device industry has strong channel sharing. When a product is opened up and approved by customers, the company can continuously recommend other products of different types through the channel. At the same time, medical device products are mostly used together, and the technology of related products. Similarity and versatility, medical device companies are more likely to expand product lines and enrich product categories based on the accumulation of related technologies, and achieve rapid sales of new products through existing channel networks, thereby increasing revenue growth.
2, the exclusiveness of the channel
The channels of the medical device industry also have significant exclusivity. The first-time enterprises are more likely to form channel barriers and squeeze the channel space of the entrants, forming an industry trend of strong and strong.
At the same time, there are differences in the channels of different types of medical device products:
The technical attributes of home medical devices are relatively weak (technical threshold is not very high), and brands, channels, product richness and cost (scale, industrialization ability) are the key factors to win. Once the platform is set up, various new products It can be quickly promoted with the help of this platform, and the synergy effect is very obvious.
The key to the marketing of implanted devices is to enhance the brand image and foster doctors' recognition of the brand through academic conferences (the doctor has a greater impact on patient decision-making); but from a longer cycle, technology is the market. The most important factor, every major technological advancement in the industry, may trigger a reshuffle of the industry.
The concentration of low-end medical consumable products industry is relatively low, and product homogenization is relatively serious. In addition, the company's products must be able to form a scale and series. The products with relatively common products and a single product line have weaker adhesions with agents and hospitals, and are easily replaced by other companies in the competition.
Different medical device types have different channel characteristics
Therefore, the way for pharmaceutical distribution companies to quickly enter the field of equipment distribution is to choose a fast-growing equipment sub-sector for large-scale channel mergers and acquisitions. Through acquisitions, expanding product lines and enriching product categories, based on channel sharing, adopting product overlay strategies to increase market concentration and support the rapid development of enterprises.
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