Medical network May 17 - statistics show, in recent years, the amount of retail pharmacies in our country there is no obvious drop, industry for more than 10 chain chaining rate is rising, but a chain of retail pharmacy mechanism can income of more than 10 billion yuan is not much. Around the world, 80 per cent of us drugs are sold through retail, with 40 per cent of pharmacies and 90 per cent market share. Predictably, the consolidation of retail pharmacies will become more evident in the future. In the second half of 2014 to 2014, China has 3 listed retail pharmacies, expert analysis, the next three years will be about ten or so of retail pharmacies, also can appear more than 10 billion yuan scale retail. 

 

Retail pharmacies as key battleground of OTC sales, as a result of the integration and expansion of the future retail pharmacies, pharmaceutical companies take a place in the field is particularly important. In the third year of the Chinese pharmaceutical industry peak BBS, the general manager of the OTC products of kangmei pharmaceutical co., li congyi, was selected to show the accumulated play of OTC marketing management and rapid volume. 

 

Promote OTC products sales need ten force: force, first thrust, display, d price forces, shop goods, brand, training forces, activity promotion, guest forces and consultant. "Build the ten force is essentially a chain of all levels of personnel attention. OTC markets will double over the next five years, 400 billion to 500 billion scale, so the quantity is very important." "Mr. Li said. 

 

Plan product strategy 

 

To improve product force, the quality and efficacy of the product are guaranteed. Big disease to the product itself is a large market, the enterprises need to improve is incremental category, originally, he do not sell on the market segmentation in the category, or big health products is the potential increment of varieties. Current prescription drug varieties in expanding, the prescription drug companies do OTC marketing, clinical varieties, driven by chain upgrading varieties as well as the combination of the product, is one of the ways to promote the product force. High gross margins are the norm in the industry, but Mr Li's idea is that the products are sold at retail pharmacies. "It is hard to keep up with the need to raise retail prices and meet the chain's demands." 

 

The general product wants to get the first push of drugstore, must reach 50 %, the high hair of 60 %, but reach high wool standard, the product of the enterprise does not have to be able to be able to go to the first push. In order to improve its competitiveness, "we need to take the attention of all the leading and shopkeepers at all levels." For enterprises, gross margin for the first products can choose OEM for pharmacy, since the generation of product, etc. To ensure the marketing, the second margin with pharmacy can choose sole product promotion, exclusive distributor of cooperation. 

 

The shops are selective and precise. Is Li Congxuan experience: "in a city, the individual thinks shop goods as long as more than 50% is enough, if all of the chain to the shop goods, will scatter your strength and business, income effect may not be up to expectations." In the process of laying out the goods, it is worth considering the advantages and disadvantages of the exclusive operation. "If the market share is more than 40 percent you can consider exclusivity, and if you don't get 20 percent, you don't need to think about it." 

 

Pharmaceutical chain stores in the face of fierce market competition, the price war is common, on the basis of the OTC widely shop goods, improve enterprise's price force is the key, try to be the same same price, this also is the demand of the drugstore chain. 

 

Expand brand promotion 

 

Display force, brand influence, activity promotion force are the influence factors of brand propaganda. Consumers, channels and terminals need to be promoted. The display of products in pharmacies is one of the important ways to attract consumers. In order to make a vivid display, you should also make sure that you do more display, because there is limited space in the store, and you should use all the space. According to li, the exhibition will be held in the exhibition, and the salesmen will put the products in various shapes such as airplanes, tanks and peacocks to attract customers. At the end of the day, hand-drawn POP advertising is a great way to spread the brand. In addition, the traditional big-media hardware advertising is no longer the only way to promote the whole country, and the new media such as broadcasting and WeChat are becoming more and more widely used in marketing. Activities to promote force is an extension of the terminal stores since high homogeneity, MAO's competing goods, chain managers, manager assistant at the grass-roots level of energy is limited, need to enterprise have different forms of activities to attract attention, including make a block booking promotion, product sales skills contest, outdoor development training, all kinds of peak BBS, etc. 

 

It is not enough for companies to advertise and sell, and the sales ability of the shop assistants has a direct effect on sales. To do this, companies tend to increase the training of chain store clerks in a variety of ways, and OTC visits to the pharmacy for one-on-one training. In addition, businesses will also be able to be a guest of strength and advisors. The important force to achieve sales from guest of the maintenance of the love relationship, for the different needs of customers, can provide it with category management consultant, slow disease management, combination marketing consultancy services.