Fu Phlogistic Jie again be questioned benevolence and medicine heavy marketing light research and development repeatedly trapped in the storm

Renhe Pharmaceutical Industry (000650. SZ) has recently been caught in the product turmoil, its core products "excellent card Dan", "Shiny Eye Drops", "Fu Yan Jie" has been due to product quality and safety issues raised questions. "Renhe growth in recent years benefited from its successful brand marketing, its product line for the OTC market, advertising is right, but because there is no unique products, in product research and development of too little investment, enterprises lack of core competitiveness, in fact, is very fragile." Once the brand has a negative problem, and can not timely response to recover, do not know how much to pay to save. This is not only a matter of benevolence and family, but also the common disease of domestic medicine industry. Insiders told the first financial daily. Although benevolence 2011 Gross profit margin fell 12.36%, but its operating income still maintained 61.41% growth, with this relative, the 2011 the operating cost of benevolence also rose 102.78% to 1.333 billion yuan. This year and benevolence in advertising and agency fees on the investment amounted to 133 million yuan, accounting for the net profit of 44.33%, and its technology development costs only 1.735 million yuan, accounted for only 0.58% of the net profit. Data show that from 2009 to 2011, Renhe advertising and agency fees accounted for its annual net profit of 117.75%, 58.3%, 44.33%, far higher than its technical development costs. "In accordance with international standards, a company's annual research and development investment should account for the sales of 15%~20%, imitation pharmaceutical low to 10%, but very low in the country, only a fraction of foreign." Zhang Fabao, a member of the China Pharmaceutical Industry Technology Alliance expert committee, told reporters. According to statistics, the global creation of 1 new drugs and listing, the process generally takes 13 years, costing about 300 million dollars. The insufficient investment in research and development limits the development and innovation ability of domestic enterprises, which causes the domestic pharmaceutical enterprises to rely on a large number of generic drugs to find living space. As a result of low and lower profit competition, the profit margin of domestic pharmaceutical enterprises is far lower than that of developed countries. A well-known domestic drug companies in East China Brand told reporters, production, learning, research and sales of the entire industrial chain, the current strength of domestic enterprises can only be targeted for sales and other links, because of the large population base in China, a few billion profit on the realization. He also told reporters that this problem is not the problem of benevolence and family, can take out so much money for scientific research units in China are not many, some enterprises have research center, but so far almost no real new drug research out, sometimes the dosage form to change even a new drug. "Research and development investment is not sure there is a problem, but in the whole environment, enterprises are living like this, it is very helpless things." "Although marketing and channels can be quickly effective, but a product and the long-term vitality of the enterprise or by research and development." OTC is more generic drugs, research and development technology content is relatively low, but the original product is the real vitality of the enterprise. "Zhang Fabao said.