When the DR industry has been deposited for more than 20 years, and the spring breeze of the development of the medical industry, the enterprises standing in the industry are full of flying. However, the conventional DR industry, which has entered the lower threshold, has attracted the capital of all parties. The result is not that the cake is getting bigger and bigger, but many "players" are getting burned. The tide gradually receded, and the industry chaos was revealed. How is the DR industry resurrected? This must be based on the fundamentals, return to the value source of the industry, take the road of technological innovation, and improve the level of medical diagnosis.
This year, there are many social topics, such as continuing to fight tigers, cracking down on IS organizations, the world economy, Internet +, mass entrepreneurship and other big topics attracting many people. However, for a relatively conservative closed DR industry, it is also an eventful fall. This year's DR market is very hot, but few manufacturers are really happy; even most manufacturers are crying out: the DR industry is going to go on its own, it must be self-defeating, China's DR industry has already done bad; must return to rationality, Seek breakthroughs for new life.
First, the stormy Chinese DR industry
The reality of the DR industry is really not very optimistic, many manufacturers are on the fire. The homogenization of products led to frequent price wars, which ultimately dragged down the profitability of the entire industry. This has also caused all parties in the entire industrial chain to suffer greatly, and China's DR industry has entered a “great winter†(the market volume continues to grow and the profitability continues to decline).
1. Dramatically expanding DR manufacturers
There are more than 100 domestic brands, except for a few that are operated nationwide. Most of them are regional brands that operate only in several provinces, and even brands that only operate projects. Similarly, they face competition from international brands. At present, there are dozens of international brands in China, and some are still established companies, such as Siemens, GE, Philips, Shimadzu and so on.
Domestic companies are also facing a fatal problem: most of them have no core technology. Among the more than 100 companies, less than 5% of the companies that can actually make products, most of them are registered (only registered, relying on other component suppliers to provide product combinations). This is very similar to the scene of the razor market: when Gillette invented the self-service razor to enter China, many domestic manufacturers imitated it, followed by a major reshuffle. In the end, Chinese enterprises collapsed and only a few technological innovations Those who are in the market.
Simple copying and imitation, the rise of the cottage culture, the result is a single competitive approach: low prices. There is no minimum, only lower; extended warranty, lifetime free warranty; staging: free trial, 3 years, 5 years instalment; these unheard of means in many industries are not uncommon in the DR industry.
Product innovation has become rare. The benign development of an emerging industry should bring a series of product innovations, numerous inventions and patents to emerge, but most of the innovations in China's DR industry remain in model innovation. Everyone is based on how the cake in the Chinese market is divided into articles, rather than thinking about how to improve the health of Chinese people and how to participate in global cake distribution.
Due to the above factors, the gross profit level of the DR industry has dropped significantly. The disorder of competition leads to a sharp decline in the overall profit level of the company, showing the dilemma of selling more and more miserable. However, enterprises want to use the model innovation to drive the madness, but the result is useless, and the pressure of cash flow will come. The bigger the game, the more the promotion means are, and the vicious circle is staged.
The author believes that China's medical device market is confusing today. Domestic companies only make huge profits, but seriously ignore technological innovation. Most companies only pay attention to sales. Even if they develop new machines, they only copy technology and do not add their own innovation. This makes it difficult to compete with foreign medical devices, and then take the small profits and quick turnover route.
2, the suffering industry chain of all sides
Paralyzed upstream supplier
In the face of such a huge growth in the DR market, manufacturers such as detectors and tube tubes have increased their horsepower and expanded their production capacity to meet the DR demand for surface prosperity. However, the investment of new technologies by major domestic component manufacturers is actually insufficient. In the overheated DR competition, each other is also taking the existing market as the core goal, and implementing self-paralysis on new technologies.
Channel vendor
In the fiery market, it was originally a trader's favorite. However, in the face of homogenization competition, the most injured is the channel provider: product homogenization, price transparency, and manufacturers shifting pressure to channels. DR has become the channel of many channels. As the products are not competitive, resulting in malformed competition, forced to use financing to increase sales weight, the efficiency of corporate funds has dropped dramatically. At the same time, in the face of a rapidly deteriorating market, in order to ensure the basic market share, forced to increase manpower input, the per-capita efficiency of enterprises has fallen sharply. The disorder of competition has led to a sharp decline in the overall profit level of enterprises, and in the face of more than 85% of the losses of DR manufacturers, the profit level of channel dealers has also been forced to drop sharply.
Helpless hospital
For more than 100 years, the diagnostic methods of X-ray machines have not changed much. The manufacturers are not focused on how to improve the performance of products and improve the diagnostic results. Instead, they think about how to make some model innovations and increase their sales. This makes many doctors who are pursuing domestic The manufacturer is very dissatisfied, but very helpless. More than 100 companies that have put together the main production methods coexist in the market. It is definitely not a gospel for hospitals. If you are not careful, you may buy a trap. After buying, you can't find a manufacturer after-sales service. After-sales service has become a gathering place for industry scandals. In the absence of product innovation, all low prices, payment preferences, and increased service terms must be due to the following reasons: 1. Poor quality; 2. High service costs in the later period; 3. High value consumables exist; 4. False commitments; And these are ultimately hospital injuries. If the hospital purchases equipment that does not meet the patient's diagnosis and treatment requirements, the patient will certainly be dissatisfied with the hospital, and the resulting doctor-patient dispute will occur every year. Being able to reduce missed diagnosis and misdiagnosis has become a key indicator for hospitals to consider domestically produced equipment.
Surface-favoring patient
It seems that the procurement cost is low, the cost of medical treatment will drop, and the patient will benefit. As long as the wool is on the sheep, the last person to pay in all the rules of the game must be the patient. The various chaos in the DR industry just mentioned, in fact, the risk is eventually transferred to the patient.
For example, the risk of equipment instability: machine instability, after-sales insecurity, and even the damage to doctors and patients in the process of the diagnosis itself may become an inevitable phenomenon after the flood of low-end products.
Diagnostic technology does not advance the risk: the technological breakthrough of human beings in the fields of healing and killing has always been the pursuit of the limit, and will never be done for low cost, but the traditional X-ray diagnostic method that has not changed for decades has now been proved. For many cases there is a risk of missed diagnosis.
Implicit high-cost consumer risk: Due to the low procurement cost and low cost of use of DR equipment, it may be led to consume other more expensive imaging equipment such as CT, and finally increase the diagnostic cost and treatment cycle.
As can be seen from the value chain of the entire Chinese DR industry, an industry tragedy has been staged. How will the DR industry, which has been booming for a few years, choose? After the Chinese market is bad, let foreign brands take profits, or calmly think about it, seek new entry and exit, and fight a resurrection battle?
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