1. 1. Company
Study on Chitin Materials &: Development Co., Ltd. is a company to be established, which owns the patented technology of chitin fiber preparation, advocates the new concept of green life based on science and technology, and provides perfect natural biological products for human beings.
The annual market demand of medical suture in China is1500 million yuan, of which the annual market demand in absorbable sutures is 750 million yuan. In the early days of the company's establishment, in order to meet the needs of the rapidly developing absorbable suture market, medical chitin absorbable suture was produced, and the solution of investing in a factory was adopted to solve the problem that most absorbable sutures such as PGA (polyglycolic acid polyglycolic acid) were imported and expensive, which affected the improvement of people's medical level.
The company pays attention to the combination of short-term goals and long-term strategies, and the medium-and long-term goals will gradually expand the product fields, involving chitin medical antibacterial materials, drug slow-release materials, artificial organs, cosmetics, health foods, healthy clothing fabrics, new environmental protection packaging materials, fast food utensils and so on. , forming a diversified business group company with chitin as the core.
1.2. Market
The medical suture market is a group purchase market, and the purchase process belongs to group purchase behavior.
At present, the medical sutures widely used in China mainly include silk thread, catgut thread and PGA absorbable thread. The catgut material itself has defects, and the production cost of PGA suture remains high, which affects the application scope. Medical chitin suture will enter the market from this breakthrough point.
Medical chitin suture has entered the market with competitive price strategy. The production cost of the product is about 2. 1 yuan/root, which is one tenth of PGA suture. The average price is 30 yuan/root (according to the survey, the market acceptable price is 30-40 yuan/root), which is about 1/2 of the average market price of PGA suture, so there is a large room for price reduction.
The company will establish seven regional distribution centers throughout the country and establish a sound marketing network with agents and distributors.
In the process of products entering the market, there will be a large number of products for doctors to try out as a means to promote and increase market share. 900,000 yuan in the first year, 6.5438+0.6 million yuan in the second year, and 800,000 yuan each year in the third year.
The international leading patent technology for preparing chitin fiber is the key to preparing medical chitin suture. The company will establish ISO9000 quality management system and strive to obtain international ISO9000 quality management certification.
1.3. Investment and finance
The company is located in Zhangjiang High-tech Park, Shanghai, and enjoys the preferential tax policy of "three exemptions and three reductions".
At the beginning of the company, * * * needs 1 1 ten thousand yuan. Among them, 7 million is venture capital, 6.5438+0 million is invested by Donghua University, and 3 million is short-term loan. Among them, 6.02 million yuan is used for fixed assets investment and 4.98 million yuan is used for working capital. In addition, Tian Chun Biomaterials Co., Ltd. invested 654.38+0 million in equipment.
The scale and structure of the share capital is tentatively set as: the registered capital of the company is 654.38+0.2 million. Foreign venture capital invested 7 million shares (58.33%); Donghua University (formerly China Textile University) invested 3 million yuan (25%) in patent technology and 654.38+0 million yuan (8.33%) in capital; Shanghai Tian Chun Biomaterials Co., Ltd. invested 654.38 million yuan (8.33%) in equipment.
The estimated profit for the second year is RMB 654.38+million, and the annual sales profit rate thereafter is about 45%. The return on assets in the second year is 75.39%, and the payback period is two years and one month.
It is best to withdraw from venture capital in the third year to the fifth year, and the acquisition method is more suitable for our company.
1.4 organization and human resources
The nature of the company is limited liability company, and the initial organizational structure adopts linear system. The company's ownership and management rights are separated, and the general manager responsibility system is implemented. The general manager consists of the deputy general manager of marketing, the deputy general manager of technology and the deputy general manager of finance.
The patent of chitin fiber preparation technology belongs to Donghua University, and Professor Yong Zhiqing and other teachers are patent technology inventors. Professor Yong Zhiqing has many years of experience in the industrialization of scientific and technological achievements and will serve as the chairman and deputy general manager of the company. Entrepreneurial team members will participate in the marketing and financial management of the company; The company also hired Professor Gu from the Marketing Department of Donghua University as a marketing consultant.
2. Project background
2. 1. Industrial background
In recent years, China's medical device industry has developed rapidly. From 65438 to 0978, the total output value of medical device industry in China was 730 million yuan. By 1995, according to the statistics of the State Administration of Medicine, it was 8 billion yuan, and the survey of relevant parties here showed that the actual total output value of the national medical device industry reached160-18 billion yuan, equivalent to 22-25 times of 1978, accounting for about 2% of the world's total sales. The development of medical device industry in China lags behind that of chemical medicine industry. The ratio of medical devices to drug sales in developed countries is close to 1: 1, while in China, it is only1:1,which has great room for expansion.
According to the survey, the value-added range of high-performance medical textiles can reach about 1: 50.
At present, there are three kinds of medical sutures widely used in China: silk thread, catgut thread and PGA absorbable thread. Catgut suture and PGA suture are absorbable sutures.
The production technology of catgut is backward, which pollutes the environment, has poor absorption, is allergic and produces antibody reaction. At present, it only exists because of the price advantage. PGA absorbable suture is heavily dependent on imports, which not only consumes a lot of foreign exchange and increases the economic burden of the country and surgical patients, but also has a certain impact on the improvement of surgical level in China.
According to the report of Taiwan Province Industrial Technology Research Institute, the global market value of 1994 medical suture is estimated to be $654,380.5 billion, with an annual growth rate of about 4%.
According to the data of Taiwan Province Chemical Industry Research Institute, only three factories in the world produce PGA raw materials, which are extremely difficult to obtain and the price remains high. In addition, the high water content of PGA will lead to material hydrolysis and degradation, and the mechanical strength will decrease, which will seriously affect the quality of suture.
As a pure biological product, the absorbable suture made of chitin can be completely absorbed by human body, has no toxic and side effects, can meet all the indexes of absorbable suture, conforms to the theme of green society development, and is a substitute for PGA absorbable suture. On the basis of absorbing the advantages of imported absorbable suture, the development of chitin absorbable suture with superior performance and reasonable price meets the requirements of society and market.
The production of medical chitin absorbable sutures is ahead of the world, which has long-term economic and social benefits for promoting the development of China's medical device industry, improving people's medical level and reducing the country's foreign exchange burden.
2.2. Product overview
2.2. 1. chitin
Chitin, also known as chitin and chitin, is a natural polysaccharide polymer with positive charge, and its chemical name is Polyacetamide Glucose. It widely exists in the shells of shrimps, crabs, insects and the cell walls of fungi and algae, and its content can reach 20%-30%, so it is extremely rich in China.
Chitin fiber is the second kind of organic biomaterial besides cellulose, and it is a new type of absorbable and degradable natural biopolymer material. Chitin fiber has many biological characteristics different from cellulose, such as biocompatibility, non-immunogenicity, non-toxicity and non-irritation, which can be decomposed and absorbed by lysozyme, promote tissue growth, accelerate wound healing and improve immunity. In recent years, chitin fiber has been highly valued by the international medical community, and it is a kind of medical polymer material with broad application prospects.
The technical level of chitin research project of Donghua University is leading in the world, which has been included in the national key research project and settled in the key laboratory of Shanghai Pudong University.
At present, chitin medical non-woven fabrics, medical dressings and medical band-aid materials have been successfully developed, and passed the expert appraisal organized by Shanghai Science and Technology Commission in June 5438+0994 18 10, reaching the international advanced level. Clinical application has proved that this kind of products have anti-inflammatory, analgesic, hemostatic, bacteriostatic, breathable and absorptive properties, and promote tissue growth. At present, chitin medical non-woven fabrics, chitin band-aid materials and chitin medical dressings have been mass-produced in Zhangjiang Hi-tech Park, Pudong, Shanghai, and achieved good economic and social benefits.
2.2.2. Chitin suture
Suture is a kind of aseptic thread used for wound suture, tissue ligation and fixation, which belongs to three types of products in medical devices. Chitin absorbable sutures is a medical suture with pure natural chitin as the main raw material, which can be absorbed by human body.
Product performance: Chitin absorbable suture has been used in more than 400 cases in hospitals in Shanghai and Zhejiang, with excellent performance and satisfactory curative effect, completely meeting the requirements of suture, and no adverse reactions such as allergy, inflammation and irritation.
Product patent: chitin fiber and its preparation method (patent number ZL.96 103888.8). The patent belongs to Donghua University, and the inventor is Professor Yong Zhiqing and other teachers.
2.3. Advantages of chitin absorbable suture
Clinical experiments show that the main advantages of medical chitin absorbable sutures as an absorbable surgical suture are as follows:
Pure biological products, good compatibility with human body, small wound suture scar;
Raw materials are widely found in marine life, and the cost is one tenth of that of PGA products;
An environment that inhibits the growth of bacteria is formed around the thread body, which is beneficial to wound healing;
Non-toxic, non-irritating, non-antibody reaction, can be completely absorbed by human body;
Sufficient tensile strength and flexibility, completely meet the requirements of preparing absorbable sutures;
Easy to store and difficult to decompose in air;
Can withstand sterilization, dyeing, antiseptic treatment, etc.
Senior professors, experts and researchers are responsible for scientific research, with strong R&D strength and leading international patent technology.
2.4. Application prospect of chitin
Chitin is a natural polymer and a new environmental protection material, which is widely used in medicine, agriculture, light industry and other fields. In medicine, it can be used as artificial skin, drug slow-release material, hemostatic and wound healing agent, artificial organ (such as artificial kidney, artificial blood vessel) and so on. In agriculture, it can be used to produce chitosan, coated pesticides, degradable plastic films and so on. In light industry, it can be used to make cosmetics, health products, functional clothing, environmental protection packaging materials and so on.
3. Market opportunities
3. 1. Market characteristics
3. 1. 1. Overview
The actual consumers of medical suture are patients, the users and purchasing decision makers are surgeons and head nurses, and the actual buyers are purchasing departments. The market is characterized by the separation of users, purchasing decision makers and buyers.
Medical suture market is a group purchase market, and the purchase process belongs to group purchase behavior, and personnel promotion is the most effective sales method. Doctors first choose the types and specifications of sutures according to the types and requirements of surgery, and at the same time, they will also be influenced by factors such as usage habits, brand preferences and regional differences.
Suture belongs to medical devices, and the macro policies and regulations formulated by the State Administration of Medicine, Health Bureau and other medical and health management institutions will have an important impact on its development.
The sales of medical devices shall be complete with three certificates, namely, medical device production license, medical device sales license and product certificate. In some places, a quasi-sales certificate issued by the local health department is also needed.
3. 1.2. Purchase decision-making process
Doctors and head nurses in operating rooms play an important role in purchasing decisions. Some hospitals are even designated or purchased by the head nurse (especially hospitals below the second level), and very few hospitals are purchased by the administrative department. The decision-making mode is mainly shown in the following figure:
Purchase decision flow chart
3.2 Market segmentation
According to the degree of market development, the domestic medical suture market is mainly divided into two categories:
3.2. 1. Developed absorbable suture market
Refers to the absorbable suture market using catgut and PGA.
The absorbable suture market similar to PGA is widely used.
This kind of market is mainly distributed in hospitals in big cities such as Beijing, Shanghai and Guangzhou with high economic development level and high medical level. The market characteristics are as follows: the manufacturers have basically completed the pre-publicity on the use of PGA-like absorbable sutures, and the doctor's acceptance and brand loyalty are high; Absorbable suture is widely used and has been used for a long time; Low sensitivity to price; Consumer behavior is relatively mature.
The market where catgut is widely used.
This kind of market is mainly distributed in hospitals in large and medium-sized cities with relatively low economic development level, such as Xi 'an. The market characteristics are as follows: the absorbable medical suture mainly uses catgut thread, but PGA absorbable sutures has not been used on a large scale; Doctors have higher acceptance of absorbable sutures; Price-sensitive; Brand loyalty is not high.
3.2.2. Undeveloped absorbable suture market.
Refers to the market where absorbable thread should or can be used, but silk thread is still in use.
This kind of market is mainly distributed in small and medium-sized city hospitals with low economic development level and limited medical level or small hospitals in big cities. The characteristics of the market are as follows: doctors rarely touch or use PGA absorbable suture; Silk thread is widely used in surgery; Very sensitive to price; PGA absorbable suture has not yet entered this market, and the competition is relatively mild.
3.3. Analysis of sales channels
According to the survey, the main sales channels of medical suture are:
Factory direct sales/local agent sales
PGA manufacturers in absorbable sutures mainly adopt this method. Through local agents, we can reduce the barriers to entry and smoothly enter new markets. Factory direct selling is suitable for entering the market with fewer barriers. Hospitals generally trust local agents, handle problems in a timely manner, and their reputation is guaranteed.
Sales through medical device wholesale company
Mainly domestic silk thread and catgut thread production enterprises, they have established a huge sales network through medical device companies and distributors at all levels, and the sales channels are smooth, which is closely related to the business of major Chinese medicine hospitals in the country and is relatively less affected by human factors.
3.4 Competition analysis
3.4. 1. Competing products and competitors
Silk thread: it is cheap, and ordinary silk thread is still widely used in surgery at present. Shanghai Pudong Jin Huan Medical Products Co., Ltd. occupies most of the national silk market, followed by American Johnson & Johnson's "Mousse Silk", which is also widely used in large hospitals in China, and domestic manufacturers in Tianjin, Hangzhou, Wuxi and Nantong.
Catgut thread: cheap, widely used in obstetrics and gynecology and other operations, inconvenient to use, easy to cause inflammation, in the stage of being gradually replaced. Manufacturers are mainly distributed in Shanghai, Tianjin, Hangzhou and other places.
PGA absorbable suture: most of them are imported, and they are also produced in Nantong, China, and the price is higher. The manufacturers are Johnson & Johnson and Kendal in the United States. It mainly uses door-to-door sales and a large number of product trials to occupy the market.
According to the survey, the market share of Johnson & Johnson and cyanamide in absorbable suture exceeds 80%. Secondly, Nantong "Hualikang" also has a certain proportion. The price of "Hualikang" is about 60% of that of Johnson & Johnson and melamine, but its price advantage is basically offset by imperfect after-sales service and quality problems.
3.4.2. Competitiveness analysis
National laws and regulations and health management departments have great influence on the structure of competitive influence.
Seller: Mainly refers to dealers and agents. Silk thread and catgut thread are mainly sold by local distributors, while PGA suture thread is mainly sold by manufacturers and agents. The cooperation of agents is the key factor to win in the competition.
At the same time, the deviation of sales center and the change of sales cost of multi-brand sellers will also have a great impact on competition.
Resource supplier: Shanghai Tian Chun Biomaterials Co., Ltd. has invested in chitin fiber production equipment, with an annual output of 5 tons, 500 kilograms of non-woven fabrics and medical dressings, and 500 kilograms of chitin suture, with sufficient supply of raw materials; The suture needle market is well supplied.
There are few suppliers and buyers of chitin raw materials in China, and their bargaining power is limited. The ability to control and prevent suppliers' product quality from being controlled by suppliers will also affect competition.
Substitution risk: High-tech products have short life cycle and rapid upgrading. Chitin suture may be replaced by other products, such as stapler, laser equipment, wound adhesive and so on. We should focus on researching new technologies, developing new products, strengthening marketing and solving the threat of being replaced.
The company owns the patent of chitin fiber preparation technology, and the potential competitors of similar products need authorization to enter, which also constitutes an obstacle to the emergence of substitutes.
3.4.3 Competitive advantage
The superior performance of chitin suture itself; Proprietary technology and talent monopoly; Cost advantage; Strong resource availability; High-tech conforms to the development direction of government policies, etc.
3.5 Market capacity
3.5. 1. Market capacity
It is estimated that the domestic medical suture market capacity is about * * 1999 RMB. According to the survey and second-hand data, at present, the amount of absorbable suture only accounts for about 5% (including catgut thread and PGA thread), but it accounts for about 50% of the total, about 750 million. (Note: * * See Appendix 1, P29 for the estimation process).
3.5.2. Trend analysis and prediction
According to the report of Taiwan Province Industrial Technology Research Institute, the annual growth rate of the global medical suture market is 4%. According to the investigation, PGA suture products have only developed about 10% of the absorbable suture market, and the market potential is huge.
At present, medical absorbable sutures are mainly used in large-scale operations (such as thoracotomy and abdominal cavity). ), and PGA absorbable suture mainly depends on imports, and the state has strict restrictions on it.
Considering the market growth, it is estimated that the annual sales of chitin suture will reach 1 100 million in five years. (see appendix 1, page 30)
3.6. Policies and policies and the impact of WTO
1. The relaxation of the support and restrictions of the health care policy on the high-tech medical device industry and the gradual marketization of the medical system have reduced the difficulty of products entering the market;
2. On June 5438+0999+065438+1October 5438+05, China and the United States signed a bilateral agreement on China's accession to the WTO. China is expected to join the WTO in the first half of 2000, and the tariff will be further reduced, the barriers of imported products will be reduced, and the price of imported absorbable sutures will also be reduced, which will put some pressure on this product, but it will also provide an opportunity for medical chitin absorbable sutures to enter the international market.
3. According to relevant data and experts' prediction, China's entry into WTO is beneficial to the development of small and medium-sized high-tech enterprises;
4. With advanced technology and absolute cost advantage, the company has the ability to expand the rapidly growing medical suture market at home and abroad, gain competitive advantage and share the benefits brought by international economic integration;
International economic integration brings convenience to information exchange, and the requirement of sustainable development for technological innovation provides a good environment for the development of high-tech biotechnology in line with this trend and creates conditions for the company's further development in the future.
4. Company strategy
4. 1. Company Overview
Study on Chitin Materials &: Development Co., Ltd. is an enterprise mainly producing chitin series products. The company has the world-leading chitin fiber preparation technology and high-quality management team, advocates the new concept of green life based on science and technology, and provides perfect natural biological products for human beings.
The company has advanced patented technology and excellent scientific researchers, and has the ability to continuously improve the absorbable sutures performance of the initial product-medical chitin, and deeply research and develop the product series made of chitin and its derivatives, thus forming a diversified business group company with chitin as the core.
The company has a high-quality marketing management and sales team and high-tech talents in related technologies. The company's marketing managers have received systematic management education, rich management experience and good market awareness; Sales staff have professional marketing knowledge and related medical knowledge.
The company belongs to small and medium-sized enterprises that are encouraged by national policies to produce bio-high-tech products, and is ready to invest in Shanghai Zhangjiang High-tech Park.
4.2. Overall strategy
The company will become the market leader in the field of medical absorbable suture in 3-5 years.
4.2. 1. Company Mission
"provide high-quality chitin products for the society and improve human health"
4.2.2. Company Purpose
"Pay attention to environmental protection and quality of life, and create health and hope"
4.3 Development strategy
4.3. 1. Initial period (1-3 years)
The main product is medical chitin absorbable suture, and the market strategy is to replace catgut thread and some silk thread to occupy the market share of PGA suture; Establish your own brand and accumulate intangible assets; Recover the initial investment, prepare to expand the production scale, and start preparing to develop derivative products.
The first year and the second year:
Introduce products into the market, improve product visibility and establish brand image;
Gradually establish a sound sales network;
Open and initially occupy the medical absorbable suture market;
The cumulative output is about 4 million pieces, the sales income is about 43 million yuan, and the profit is about 6,543,800 yuan.
The market share of absorbable suture is 4%-8%.
The third year:
Enhance brand image and increase intangible assets;
Increase equipment and expand production scale;
The annual output reaches 3 million, the sales amount reaches 60 million and the profit reaches 26 million.
Market share increased to about 15%;
Use the existing sales network to develop silk thread and explore the whole suture market;
The products are basically mature, so it is necessary to tap the new performance of products, develop derivative products and expand the market.
4.3.2. Mid-term (4-6 years)
Further improve and perfect the sales network;
Focus on developing related products, further expand product lines and implement diversified business strategies;
Market share reaches 17%-20%, which is in an advantageous position;
Consolidate and expand the market of chitin in absorbable suture.
4.3.3. Long-term (5- 10 years)
Take advantage of the company's technological advantages in research and development of chitin materials, develop chitin-related products, realize product diversification, expand market space and expand market share, and become a leader in the fields of medicine, agriculture and chemical industry.
Longitudinal extension: based on the medical field, further improve the performance of chitin suture; Developing new medical materials; Production and manufacture of related hemostatic agents and wound healing agents; Develop artificial kidneys, etc.
Horizontal extension: develop pesticides and agricultural plastic films to promote soil remediation; Develop health care products and environmental protection packaging materials; Develop cosmetics, health clothing fabrics, etc.