The winner is king and the loser is the enemy. Too many of our pharmaceutical companies have been satisfied with imitating and following, enjoying the leftovers left by the giants, thinking that they can sit back and relax after solving the problem of food and clothing. The bleak prospect is actually an irreversible and unexpected ending, which indicates that enterprises without core competitiveness will disappear in the market. What shall we do? Internationalization is the only way for China pharmaceutical enterprises to rise! In my conscience, our existing pharmaceutical companies are expanding their production scale and increasing their production capacity, and they also want to explore the international market. However, compared with the international status of various industries, China's pharmaceutical industry is obviously backward on the road of internationalization. So far, there is no finished drug production line officially registered with FDA in China, and there is no breakthrough in the formal export of finished drugs to Europe and America in China. Take an inventory, domestic exports are mainly concentrated in raw materials, and they are bulk raw materials with relatively late life cycle. Brand enterprises that can gain a foothold in the international market are rare. In this regard, Indian pharmaceutical companies are far behind China. In the past 65,438+00 years, the export proportion of Indian pharmaceutical industry has increased from 65,438+07% to more than 35%, and the export growth rate is more than three times that of the whole industry, and a number of international brands have been developed. Indian pharmaceutical industry experienced "the export of bulk raw materials in 1980s; At the end of 1990s, the characteristic APIs90 were developed and integrated downstream, and they embarked on the road of international production of generic drugs. At this stage, we have begun to enter the research and development stage of new drugs with independent intellectual property rights, thus carrying out the process of brand building. And what is the internationalization prospect of China pharmaceutical companies? In fact, many pharmaceutical companies in China are also developing along the "Indian model" and doing better than Indian pharmaceutical companies. Take the growth of Dr. Reddy, the second largest pharmaceutical company in India, as an example. Dr Reddy's development process is mainly divided into three stages. The first stage is to expand the API industry. Reddy's first exported methylduba to Germany on 1986, starting with ibuprofen. From 1987 to 1990, bulk APIs passed the FDA inspection and were exported to non-standard markets such as Russia. The second stage is to transform the characteristic API industry. 1992 and 1993 set up sales centers in the United States and France respectively. By 2002, the company * * * had 26 FDA-certified and 64 COS-certified special API products, and its sales revenue of special API was about 654.38 billion US dollars. In the third stage, the industry was upgraded in an all-round way. Create a brand-new brand image and extend the industrial chain to many fields such as preparation production and new drug research and development. From 1994 to 1998, after four years' efforts, Dr. Reddy's first preparation workshop of generic ranitidine was certified by the US FDA, and the brand was further upgraded. Since then, the brand has opened the market in the United States. So far, Dr. Reddy's brand has obtained 23 FDA registrations and 9 FDA registrations on generic products. At present, many domestic pharmaceutical companies have successfully stepped out of the first two stages and are in the third stage of Dr. Reddy. In the mid-1990s, many enterprises obtained the American DMF document number of APIs, and most of them were characteristic APIs. At present, China pharmaceutical enterprises need to understand that the internationalization process of enterprises is the internationalization process of brands. In terms of time, China is positioned to develop its brand with characteristic raw materials, certainly not later than some Indian enterprises. How to upgrade the industry in an all-round way and create a brand-new image is the core of the development and internationalization of pharmaceutical enterprises in China. However, due to the weak brand competitiveness, there are restrictions on the export of pharmaceutical products in China. On the surface, the technical content of China's medical products has been improved, and the brand strength has been strengthened, but it is still not ideal. Raw material medicine products are still the main export products, and the export of western medicine raw materials is 7.903 billion US dollars, up 27.55% year-on-year, accounting for 57.26% of the total export. The export proportion of high-tech pharmaceutical products represented by life science and technology and biotechnology is small. Take Fujian Province as an example. In 2005, the export of high-tech pharmaceutical products in Fujian Province was 20.249 million US dollars, accounting for only 18% of the total drug export, including18.705 million US dollars for life science and technology drugs and1544 million US dollars for biotechnology drugs. There are few independent brands of pharmaceutical products in China, and the international competitiveness is not strong. In the list of export famous brands mainly cultivated and developed in 2005-2006 published by the Ministry of Commerce, the number of medical and health care products brands only accounts for 3.7% of the total. Among them, there are 5 chemical brands, Chinese medicine brand 1, health care product brand 1, and a considerable number of pharmaceutical export brands are unknown on the list. At present, there are not many domestic enterprises and varieties that have obtained international certifications such as FDA and COS. Among the export enterprises, there are many drugs branded (commissioned) for other countries and regions, and few drugs with their own brands. Without the international competitiveness of brands, the internationalization of enterprises will be impossible, and China is in danger of becoming a raw material supply base for multinational pharmaceutical companies. Glory and dreams, challenges and opportunities always tempt our eyes. Among them, many enterprises with homogeneity, lack of differences and personality have been infiltrating in the Red Sea for a bloody battle. Faced with bloodshed, they are vulnerable and will soon die. This year, it is cruel to hear the helplessness and misery that some enterprises around us can't survive this year. The grim reality we are facing is that in 2004, the global pharmaceutical market exceeded 500 billion US dollars, reaching 51800 million US dollars, while the Chinese pharmaceutical market was only 2,654.38 billion US dollars, accounting for only about 4% of the global pharmaceutical market. Internationalization means that the target market of China pharmaceutical companies has expanded 25 times. At this time, brand building is very important, even related to every link of enterprise development. The rise of American pharmaceutical companies has created a model of giant pharmaceutical companies. The rise of Japanese pharmaceutical companies has not repeated the path of European and American pharmaceutical companies, and the rise of pharmaceutical companies such as Israel and India has created a new model. History will repeat itself, but it will not repeat itself completely. There will be new pharmaceutical companies in the future, which may be China pharmaceutical companies. Recognize the relationship between brand and internationalization, and create a new rising model. Choose the brand development model that suits you best and conforms to the market, and create a new brand internationalization model for China pharmaceutical companies.