First of all, explain what a big bag is: if the manufacturer guarantees the ticket to the agent or merchant at the reserve price, it is agreed to guarantee the monthly shipment, but the manufacturer will bear all the expenses no matter how it sells it.
Are you an individual or a pharmaceutical company?
1. First, select the product and negotiate with the manufacturer.
2. Pay the down payment to the manufacturer, set the number of tasks and pay for the goods.
3. Set up a special investment promotion department to promote products.
4. Pay in advance.
This is run by a pharmaceutical company. What is your nature?
Pay first, of course, especially if you just started operation and have no credit with the manufacturer.
Finally, pay attention to the "National Pharmaceutical Packaging Variety Fair", which has the richest information, so don't miss it ~
Other reproduced materials are for reference only:
At present, there is a group called "big bag" in the pharmaceutical industry, which has attracted the attention of people in the industry because of its activity and influence.
A senior marketer summed it up like this. Large-scale pharmaceutical packaging is the behavior of variety holders to transfer the national total management right of products to the general agent (pharmaceutical company) with market network resources, which is collectively called large packaging. The upstream is enterprises and research institutes, and the downstream is pharmaceutical companies and various intermediaries under such pharmaceutical companies. Those who manage the general agent varieties are collectively called "big contractors". Some people think that the emergence of "big contractors" in the pharmaceutical industry marks the emergence of a new pharmaceutical marketing method, which will become a booster for the specialized division of production and marketing in China pharmaceutical industry. Some people think that medical big package is nothing new, but a marketing model gradually evolved in the process of continuous development and change of medical marketing pattern. This marketing model has always existed, but in the last year or two, due to the increase of big package merchants and frequent activities, the industry has such an image of this marketing model as a "collective name".
Where are you from and where are you going?
Large-package drugs have experienced several development stages in the domestic pharmaceutical market. Ying Gang, general manager of Jilin Aodong Pharmaceutical Co., Ltd. said that before 2000, pharmaceutical enterprises, especially foreign-funded enterprises, began to establish professional sales teams throughout the country. Subsequently, large domestic enterprises such as Tasly, Dongsheng and Baiyi followed suit and began to set up their own marketing teams.
In this case at that time, in fact, some large medical packages were active in the market, but different from the big packaging now, the original big packaging sellers were employees of some pharmaceutical companies in some regional markets, who were very familiar with the local market and held considerable resources. In order to arouse the enthusiasm of these employees, the enterprise signed a big package contract with these employees, and the employees were solely responsible for the drug marketing activities in a regional market on behalf of the enterprise.
Ying Gang said that after 2000, some changes have taken place in the domestic pharmaceutical marketing model. Some emerging production enterprises realize that if they set up their own sales companies, they need a large number of professional management talents, which is costly and risky. Therefore, enterprises need to seek cooperation with business. Driven by the market demand, the mode of bottom price contracting and total distribution in pharmaceutical marketing has become more and more popular, and some people have set foot in the field of large packaging marketing. Including: employees who used to do large-scale regional packaging, medical "natural persons" who integrated and expanded some small commercial companies and mastered terminal resources. Although the source is different, it has gradually turned into a big bag.
In the development process of these years, big package merchants have experienced the baptism of fierce market competition and price reduction. Ying Gang said that a considerable part of large packaging is mainly represented by antibiotics, and the price reduction of antibiotics has squeezed the profit margin of large packaging, which has led to the development of large packaging businesses. Some small and large packaging manufacturers are facing integration and reorganization, and some large packaging manufacturers are looking for new agent varieties, such as stomach medicine, cardiovascular and cerebrovascular medicine and traditional Chinese medicine, among which some high-quality large packaging manufacturers stand out.
Can typical patterns be copied?
Shenzhen Hawking Pharmaceutical Co., Ltd., where Li Congxuan works, is a private commercial company. Founded in the early 1990s, the company has represented some well-known foreign brands, including Nianci 'an in Kyoto, Pipa Cream in Chuanbei, Lu Zheng Pill, a Japanese trumpet brand, and Panjiuxin in Japan. As the marketing director of Hawking Medicine, Li Congxuan said that in the early stage of the company's development, it was looking for brand-name drugs as agents. Now the company has become a "brand-name agent", and many manufacturers take the initiative to come to the door to do all the work for them.
Nianci 'an in Kyoto is one of the main agents of Hawking Medicine. The product is produced by a Hongkong company, and the distribution right in China is in the charge of Hawking Medicine. In 2005, the voice advertisement "My Voice, My Temple in Kyoto" produced by singer Sun Nan appeared on the Beijing subway. In that year, the national sales of Nianci 'an in Kyoto reached 800 million yuan.
Li Congxuan said, why big bags are more active in the past two years is because making big bags of medicine can make more profits. Large packages can get lower discount rate from manufacturers, and some projects can also get advertising promotion support and training support from manufacturers; Some can enjoy the manufacturer's rebate exclusively, and the sales area can also get exclusive protection. Large-package drugs can expand the profit level of sales and direct sales.
Judging from the election, not all commercial companies can do it. Large packaging needs to represent the enterprise's investment in product market, product marketing and terminal promotion. Different from ordinary pharmaceutical commercial companies, on the basis of distribution function, large packaging needs deep distribution. Before accepting any project, Hawking Medicine will evaluate the value of the product through careful market research, and at the same time adhere to the principle that when acting as an agent for a product, the product must be thoroughly done.
Except Xizang Autonomous Region, Hawking's marketing network of drugs and health products has covered all provinces, municipalities and autonomous regions in China, with a marketing team of 400 people, gradually forming three major marketing network systems. Li Congxuan said that Dabao should choose agent varieties according to the company's strength and marketing ability. Therefore, it is very important for big package merchants to choose what kind of varieties and how to choose good varieties.
Big bag activities are widely sought after.
The National Pharmaceutical Large Packaging Variety Fair (hereinafter referred to as the "Large Packaging Fair") is a platform for domestic and foreign pharmaceutical and health care products enterprises, scientific research units and large packaging distributors to communicate. Last year1October 22nd, 10, the first big bag Expo was held. The fair received more than 4000 visitors, of whom more than 8 1% were big package dealers all over the country.
Mo Dinglong, vice president of marketing of Yunnan Jinbuhuan Group, an exhibitor who participated in the first Dabao Expo, has a deep understanding of the cooperation business opportunities found in Dabao Expo. He said that all the seven varieties exhibited at that time had been packaged, and the turnover of the venue reached 20 million yuan. After further negotiation after the meeting, 1 1 varieties were all packaged out, with a total turnover of 40 million yuan. Among them, the company's gold does not exchange Xiaoyan tablets, and the underwriting amount reaches 6.5438+million, while the annual underwriting amount of some small varieties such as Kudancao tablets also reaches about 4 million.
According to Wang Yongping, the organizer of Dabai Expo, during the return visit to the first Dabai Expo, it was learned that the exhibitor Chongqing Qi Mei Pharmaceutical Co., Ltd. had signed a Dabai agreement of more than 65.438+million yuan, Dongbei Tiger Pharmaceutical Co., Ltd. signed a Dabai agreement of 5 million yuan at the venue, and Kunming Garden Chinese Medicine Co., Ltd. signed a trading agreement of 3.6 million yuan at the Dabai Expo site, which has been refunded 2.7 million yuan.
Mo Dinglong believes: "The big package fair is a new trade exhibition mode with obvious effect, concentrated goals and strong pertinence, which is conducive to in-depth communication and understanding between enterprises and big package merchants."
According to Yongping, according to the questions raised by the first delegates, there are not many exhibitors and foreign varieties, which will be further displayed and organized at the second big bag Expo held on May 18. It is understood that the scale of this exhibition will be four times that of the last one. At present, the organizing Committee has attracted more than ten countries including the United States, Germany and Poland to participate in the exhibition, and nearly ten kinds of national pharmaceutical products have gathered at the Dabao Expo; In order to make both manufacturers more effective, starting from this session, the organizers require exhibitors to have at least one high-quality variety before setting up exhibitions.
Wang Yongping believes that the big packaging fair is different from the general drug fair because it is a meeting of national general agents. Through big bags, enterprises can be completely liberated from attracting investment and making markets. Production enterprises can no longer set up marketing and sales departments, but only need a "big bag variety management department". At present, nearly one-tenth of domestic production enterprises have accelerated the road of variety packaging. Even some well-known planning companies that never pay attention to large enterprises have begun to accept the consulting business of manufacturers' big package varieties!
In addition, there is an essential difference between the big package model and the investment model of enterprises: there is no discount rate between manufacturers and big package merchants! Talk about quantity, cost and profit, not just discount. Many enterprises missed a good development opportunity because they didn't understand the big package meeting and didn't make the corresponding ideological preparations!
After the big package meeting, an exchange platform can be built between the production enterprises and the big package merchants to help the big package merchants find good varieties and help the small varieties of the production enterprises to become bigger and stronger.
Development trend, depth distribution
Judging from the last big packaging conference, small and medium-sized pharmaceutical companies are relatively more dependent on big packaging. Because small enterprises don't have too many market start-up costs and professional sales teams, they need to make big products with the help of big package vendors and bring products to market with the help of big package resources and capital advantages.
But it doesn't mean that big companies don't accept big bags, because they have their own sales team. It should only be said that for large enterprises, large packaging is a supplement to the marketing model. For example, the product line of large enterprises is long, and the fist products of enterprises are generally sold by their own teams. Some non-dominant varieties or generic drugs are likely to find a big bag to do the market. Big bag is a supplement to enterprise marketing. This is also the reason why big package merchants choose "small enterprises and large varieties, large enterprises and small varieties" as their main agents.
Wang Yongping believes that at present, large packaging businesses are generally distributed in various fields such as medicine, health care products, medical devices and cosmetics. Among them, large packaging manufacturers in the fields of generic drugs and health care products account for a relatively large proportion. Because the generic drug market is relatively mature, it doesn't need much investment, and the market start-up is relatively simple. As long as there are certain contacts and funds, some products will even be refunded in the same month, and the operation of large packaging suppliers is relatively easy. However, the competition in the generic drug market is fierce, the price of drugs is becoming more and more transparent, and there are some chaotic or irregular market behaviors in some short and fast operation methods. It will become increasingly difficult to obtain high profits by relying on low discounts.
Niu, deputy general manager of Beijing Fengkecheng Pharmaceutical Co., Ltd., said that at present, some high-quality large packaging businesses have had strong in-depth distribution capabilities after years of market tempering. In contrast, most traditional commercial companies only have the distribution function, but there is no professional distribution function to provide customers with multiplication services, which is actually the direction of traditional commercial development. In the future development, Jiuzhoutong is also likely to establish this deep distribution function.
Niu Ganzheng said that due to the changes in the market and the deepening of traditional merchants' understanding of deep distribution, big package merchants are facing further standardization and integration. In the future, big package suppliers should realize large-scale and standardized development, improve the professional quality of sales team and find the most suitable product line. In the future, the function of deep distribution of large packaging merchants will be further developed in the field of pharmaceutical business!